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US Lifestyles Segments

Religious Preference Indicator
Twenty variables comprise this indicator. The base question asked respondents to identify their general religious affiliation preference both now and ten years prior. Respondents who indicated that their preference had changed during the ten year period were classified as Changed Preference. As you analyze the Religious Preference Indicator, keep in mind that respondents were not asked whether they attended church or were members in the affiliation they chose. They were simply asked to describe their preference, if they had one. Many of the respondents indicated that they had an affiliation preference, but at the same time indicated little or no involvement with their faith. This likely means that are not currently active in a local church.
Due to space limitations on the survey, respondents were allowed to choose from general religious classifications and traditions. These affiliations do not represent specific denominations. Be careful not to fall into the trap of interpreting a general affiliation as meaning your denomination or trying to make the percentages match your membership or attendance estimates.
Also, note the two No Preference categories. We divided those who indicated that they did not have a preference into two groups: those who indicated they were not interested and those who indicated that they were interested. We believe the group Interested but No Preference may be a key opportunity group for the church.
Estimated Households Likely to Prefer:
Adventist through Unitarian Affiliation: These 18 variables estimate the percentage of households likely to express a preference for the particular affiliation.
Interested but No Preference: Households likely to have no current preference but are interested in possibly developing one.
Not Interested and No Preference: Households likely to have no current preference and are not interested in developing one.
Likely to Have Changed Their Preference in the Last 10 Years:   Households likely to have changed their preference in the last ten years.