CONSUMER FACTS

The average the lifetime of an air conditioning unit is 12-15 yrs

Two main factors consumers consider when purchasing an air conditioning unit are Energy Efficiency and Cost

According to the 2008 Marshall Marketing Survey, approximately 38% (60,987 households) of the Savannah DMA own an air conditioning unit 10 years or older, indicating the need to purchase a new unit in the near future, if not right now.

Additional facts about homeowners in the Savannah DMA with an air conditioning unit 10 years or older, based upon the 2008 Marshall Marketing Survey:

County Lived In:
Chatham GA 40.0%
Beaufort SC 16.2%
Bulloch GA 14.6%
Liberty GA 8.5%
Effingham GA 7.7%
Bryan GA 6.9%
Hampton SC 3.8%
Jasper SC 2.3%

Annual Household Income:
Less Than $30K 20.8%
$30-$50K 23.1%
$50-$75K 29.2%
$75-$100K 16.2%
$100K+ 10.8%

Age - Generation
Y Generation (1977-1994) 14.6%
Generation X (1965-1976) 18.5%
Baby Boomers (1946-1964) 39.2%
Baby Boomers II (1956-1964) 25.4%
Baby Boomers I (1946-1955) 13.8%
Young / Olds (1930-1945) 26.9%
Seniors (1929 or Prior) 0.8%

Primary Residence
Own a house 86.9%
Own a mobile home 13.1%

Years at Present Address
1 - 2 Years 14.6%
3 - 4 Years 10.8%
5 - 6 Years 9.2%
7 - 8 Years 8.5%
9 - 10 Years 6.9%
1 - 4 Years 25.4%
5 - 15 Years 42.3%
11 - 15 Years 17.7%
16+ Years 32.3%

Media Most Used
Watched Television 96.2%
Listened to the Radio 81.5%
Used the Internet 73.1%
Read a Newspaper 70.8%

Internet Activities
Research on products or services 53.8%
Home Improvement/Renovations Ideas 30.3%

Visited a Website as a Result of a Television Advertisement
Yes 60.5%
No 39.5%

Source: Air Conditioning, Heating, and Refrigeration Institute (www.AHRINET.org); Marshall Marketing, 2008