| Demographic Segments | Dec-2007 | Dec-2008 | Point Change |
| Gender | |||
| All Males | 53.5% | 46.3% | -7.2 |
| All Females | 46.5% | 53.7% | 7.2 |
| Age | |||
| Persons: Under 24 | 16.6% | 15.3% | -1.4 |
| Persons: 25-49 | 57.8% | 62.7% | 4.8 |
| Persons: 50+ | 25.5% | 22.0% | -3.5 |
| Household Income | |||
| Under $75,000 | 56.2% | 53.1% | -3.1 |
| $75,000+ | 43.8% | 46.9% | 3.1 |
| Presence of Children in Household | |||
| Children: No | 42.0% | 46.6% | 4.7 |
| Children: Yes | 58.0% | 53.3% | -4.7 |
| Region (U.S.) | |||
| West North Central | 6.5% | 7.2% | 0.7 |
| Mountain | 8.3% | 6.5% | -1.8 |
| Pacific | 14.3% | 10.9% | -3.3 |
| New England | 8.0% | 3.9% | -4.1 |
| Mid Atlantic | 14.3% | 10.7% | -3.6 |
| South Atlantic | 19.0% | 27.5% | 8.5 |
| East South Central | 5.7% | 6.5% | 0.9 |
| West South Central | 5.9% | 9.8% | 3.9 |
| East North Central | 18.0% | 16.9% | -1.1 |
| Source: comScore | |||