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					Copyright 2008 Crain Communications Inc. Published Nov. 3, 2008


                                                                    DATACENTER
                                                   MRI: MONEY BORROWING ATTITUDES
Nearly six in 10 adults say they are very uncomfortable borrowing money, according to survey data from Mediamark Research & Intelligence. But attitudes don't match
behavior. These reluctant debtors account for the majority of consumers who have credit-card debt, home-equity credit lines and second mortgages. Says MRI's Anne Marie
Kelly: "They may be personally uncomfortable with debt, but they look like a sweet spot for financial marketers." Still, that nagging discomfort could make consumers more
reluctant to borrow as the recession deepens.

                                                                                                              Consumers in this borrowing-attitudes segment account for
                                      Percentage of consumers in this borrowing-attitudes segment
                                                                                                              this percentage of consumers who…

                                                                                              Pre-
Adults grouped into four                                                                   Boomers Personally Always or              Have
segments based on attitudes to                              Millennials GenXers Boomers       (b.     have      usually     Have   personal Have home
borrowing money                                              (b. 1977-  (b. 1965- (b. 1946- before   credit   carry credit second   line of equity line
                                       All   Men      Women    1994)      1976)    1964)     1946)    card   card balance mortgage  credit   of credit
Balk the Bank: Very
uncomfortable borrowing money          58.50 55.65      61.15        57.30     57.82      58.14       61.47        59.44         54.55        53.12     57.20          59.36

On Someone Else's Dime: Credit-
reluctant, but not as negative
about borrowing as "Balk the
Bank" consumers                        13.36 13.72      13.02        15.77     14.78      12.87        9.45        13.21         16.47        18.11     13.89          12.73
To Their Credit: Don't necessarily
like to borrow, but it doesn't make
them uncomfortable                     15.34 16.31      14.44        13.32     13.72      15.92       18.85        15.60         14.33        15.14     14.47          15.71

I.O.U.: Credit enthusiasts; not at
all adverse to borrowing; growing
personal debt doesn't raise their
anxiety levels                         12.80 14.32      11.38        13.62     13.68      13.07       10.23        11.75         14.65        13.62     14.44          12.20
Total                                 100.00 100.00    100.00      100.00     100.00     100.00      100.00       100.00        100.00       100.00    100.00         100.00

Numbers rounded. MRI Spring 2008 Money Borrowing Attitudes Segmentation. More info: www.mediamark.com Source: Mediamark Research & Intelligence

				
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