美國福音主義者市場：生活型態•人口統計•行銷動向

With 69.5 million American adults devoted to the Evangelical lifestyle, the current and still-growing societal and monetary clout of this cohort is impossible to ignore. In 2006, household income among Evangelicals represented 28% of the national total, or $2.1 trillion, and products, services and marketing campaigns targeted to these consumers often have mainstream crossover appeal. Moreover, Evangelicals have market impact not only as individuals: Well over half of them belong to a church, and among conservatives in the segment, 62% attend a place of worship. Often headed by charismatic ministers and sometimes claiming membership in the thousands, Evangelical churches wield significant cultural, economic and political force, and they have marketing savvy to spare. To help marketers understand the goals, motivations and kingdom-building desires of this diverse cohort, Packaged Facts presents an all-new report on Evangelical lifestyle, demographic, marketing, and product and service usage patterns, casting a wide net over the diversity of consumer options that tend to affirm Evangelicalism as a way of life. Drawing on uniquely cross-tabulated Simmons Market Research Bureau consumer survey data, along with government and private sector data sources and analysis of targeted marketing campaigns, the report examines how Evangelicals balance the demands of their faith with the offerings of the marketplace, and explores the many reasons why myriad marketers are seeking to accommodate this group.

• Lifestyle and Demographics. Examining how historical and cultural movements inform contemporary Evangelical orientation, exploring differences between conservative and moderate segments and tracing development of megachurch phenomenon as Evangelical marketing tool.
• Community and Consumerism. Detailing how the emotional security and sense of belonging within Evangelical community struggle against sharp feelings of “otherness” from mainstream society. How ministries adopt consumer-centric approaches to make Evangelical message relevant across cultural, generational, political and ethnic lines.
• Media and Entertainment. Exploring how tend to be even more enthusiastic than the general population in their enjoyment of electronic and print media, particularly those options that validate and reinforce their core religious values.
• Technology and Internet. Describing how, as individuals but also as worship leaders and congregations, Evangelicals are avid users of devices such as MP3 players, PDAs (personal digital assistants), cell phones and the Internet, to strengthen social cohesion and advance religious goals.
• Personal Finance. Focusing on the myriad ways in which Evangelical Christians earn, spend, save, charge and donate to charities. The important distinction is that Evangelicals tend to interpret the meaning and implication of their financial decisions from a Biblical perspective.

Table of Contents

• Introduction
• Scope of Report
• Report Methodology
• Definition of Evangelicals Overall, Conservative Evangelicals, and Moderate Evangelicals

• Lifestyle and Demographics
  • Good News for Modern Marketers
  • Figure 1-1: Percentage of Americans Who Are Members of a Church, Temple or Synagogue: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
  • Commitment to Jesus Transcends Denominational Barriers
  • Figure 1-2: Share of Evangelical Population: By Denomination, 2006 (percent of U.S. adults)
  • White Southerners, Women Most Likely to Be Born Again

• Community and Consumerism
  • Sense of Belonging Vies with Marginality
  • Outsider Image Strengthens Group Loyalty
  • Christian Products and Services Gain Market Share
  • Mainstream Retailers Adopt Christian Products

• Media and Entertainment
  • Media Entertainment Choices Reinforce Christian Values
  • Christian “Media” Include Evangelicals Themselves
  • Media Keep Cohort Informed, Entertained
  • TV Fills News, Entertainment Needs, Especially Among Conservatives
  • Christian DVDs Overtaking Music Sales in Specialty Stores
  • Magazines Entertain, Amuse, Especially Among Moderates
  • TV Product Placement Influences Evangelical Purchases

• Technology and Internet
  • Evangelicals Spread the Digital Word
  • Targeted Interactivity Stresses Roles for Whole Congregation
  • Cohort Favors Interactive Websites That Foster Community, Values
  • Figure 1-3: Percentage Who Have Used a Website or Search Engine in Last 30 Days: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
  • Evangelical Youth Pave Electronic Highway
  • Online Social Networking Attracts Younger Evangelicals
  • Born-Again Boomers Promise to Push Tech Growth

• Personal Finance
  • Evangelical Finances Mirror Those in Larger Culture
  • Consumer Spending, Debt Roughly Equivalent to Adult Average
  • Biblical Perspective Sets Apart Evangelical Spending, Saving, Investment
  • Evangelical Motivation Underlies Dollar Amounts
  • Megachurches Generate Big Cash from Entrepreneurial Leadership
  • Above-Average Focus on Financial Planning and Stability

• Introduction
• Scope of Report
• Four Tenets of Faith Define Evangelical Lifestyle
• Good News for Modern Marketers
• Figure 2-1: Percentage of Americans Who Are Members of a Church, Temple or Synagogue: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Figure 2-2: Share of Aggregate U.S. Household Income: Christians Overall vs. Evangelical Christians, 2006 (in trillions of dollars and percent)
• Megachurches Bring New Meaning to (Customer) Services
• Passionate Commitment, Charismatic Leaders Shape Evangelical Tradition
• Political Clout Soars in Late 20th Century
• Political Agendas Sometimes at Odds with Personal Beliefs
• Commitment to Jesus Transcends Denominational Barriers
• Figure 2-3: Share of Evangelical Population: By Denomination, 2006 (percent of U.S. adults)
• Personal Faith, Not Church Affiliation, Defines Evangelical Cohort
• Table 2-1: Total Number and Share of Evangelicals Within Selected Denominations, 2006 (U.S. adults)
• Centrality of Faith, Religious Services Unite Evangelicals
• Table 2-2: Attitudes on Religion: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• White Southerners, Women Most Likely to Be Born Again
• Figure 2-4: Evangelical Share of U.S. Adult Population by Race/Ethnicity, 2006 (percent of U.S. adults)
• Figure 2-5: Evangelical Share of U.S. Adult Population by Household Income, 2006 (percent of U.S. adults)
• Likelihood of Accepting Christ Increases with Age
• Figure 2-6: Evangelical Share of U.S. Adult Population by Age Bracket, 2006 (U.S. adults)
• Retirees, Widows, Families Called to Faith
• Addressing the Generation Gap
• Youngsters Prefer Personalized Worship Options
• Consumer-centric Churches Offer Stylish Options for Youth
• Evangelicals Conservative Personally and Politically- And They Vote
• Evangelical Republicans Still Support Bush, GOP
• Liberals in the Minority, But Not Insignificant
• Democrats Court Christian Believers with Avowals of Personal Faith
• Abortion, Pornography, Marijuana Remain Evangelical No-Nos
• Figure 2-7: Percentage of Americans Who Are Pro-Life/Anti-Abortion: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• “Green" Evangelicals Support Environmental Protection
• Faith in Recycling Gains Momentum
• “Creation Care" vs. Evangelizing Creates Schism
• Greens Argue Environmental Activism Is Christian Duty
• Traditionalists Insist Saving Souls Is Evangelism' s True Purpose
• Mutual Distrust, Aversion Fuels Resistance to Environmentalism
• Evangelicals Essential to Future of Creation Care
• Environmentalism Tied to Conservative Values: Family, Children
• Marketing Requires “Faith-Friendly” Approach
• Table 2-3: Overview of U.S. Adult Population: Evangelical and Non-Evangelical Segments, 2004-2006 (percent and number of U.S. adults)
• Table 2-4: Total Number and Share of Evangelical Population by Denomination: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (U.S. adults)
• Table 2-5: Denominational Affiliation Patterns: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 2-6: Evangelical Demographics, 2006 (percent, number and index of U.S. adults)
• Table 2-7: Political Patterns: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 2-8: Attitudes on Society and Ethics: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 2-9: Attitudes on Environmentalism: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 2-10: Household Recycling Patterns by Items Very Often Recycled: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)

• Sense of Belonging Vies with Marginality
• Outsider Image Strengthens Group Loyalty
• Networking, Splurging Refresh Christian Dedication
• Christian Products and Services Gain Market Share
• Evangelicals Attuned to Buzz, Atmosphere in Retail Environment
• Figure 3-1: Percentage of Americans Who Say a Store' s Environment Influences Whether They Shop There: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Tension Reigns Between Duty, Pleasure
• Conservatives Enjoy Now More So Than Moderates
• Figure 3-2: Strongly Held Attitudes On Duty vs. Fun: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals (index of U.S. adults)
• Preference for Few Material Possessions
• Figure 3-3: Percentage of Americans Who Prefer to Have as Few Possessions as Possible: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Paradox: Possessions Bad, Designer Clothing Good
• Conservative Evangelicals: Born (Again) to Shop
• Figure 3-4: Strongly Held Attitudes on Apparel: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals (index of U.S. adults)
• Mainstream Retailers Adopt Christian Products
• Christian Couture Combines Religious Zeal, Secular Appeal
• Affinity for Following Rules, Trusting Authority
• Figure 3-5: Percentage of Americans Who Don' t Want Responsibility/Would Rather Be Told What to Do: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Figure 3-6: Percentage of Americans Who Say They Are Easily Swayed by Others: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Religious Organizations Draw Majority of Cohort
• Lifestyle Ministries Attract Sports Enthusiasts, Others
• Leisure Evangelism Has Time on Its Side
• Conservatives Drawn to Church Boards
• Conservatives, Moderates Diverge in Business, Political Affiliations
• Greater Alignment in Country Club, Social Activism, Arts Membership
• Evangelical Leaders Reach Out to Diverse Demographics
• Christian Right Soldier On in Culture Wars
• Home-Schooled Born-Agains Tackle College On Own Terms
• Conservative Counterculture Balances Camaraderie, Loneliness
• College Evangelicals Leaven Conviction with Compassion
• Moderate Megachurches Shift Agendas Left, Go Global
• Figure 3-7: Percentage of Americans Who Believe That a Woman' s Place Is in the Home: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Gonzo Evangelism Attracts Hip, Hip-Hop Youth Culture
• Livin' It Ministries Livin' Large
• Mars Hill Megachurch: Edgy Fundamentalism
• Workaholics Heed Call of Duty in Workplace, Too
• Figure 3-8: Percentage Who Consider Themselves Workaholics: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Teamwork, Personal Ambition Motivate Financial Success
• Figure 3-9: Percentage Who Like Other People to Think They Are a Financial Success: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Table 3-1: Attitudes on Society and Ethics: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 3-2: Attitudes on Shopping: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 3-3: Strongly Held Attitudes on Personal Ethics, Identity by Index: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals (U.S. adults)
• Table 3-4: Strongly Held Shopping Attitudes by Index: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals (U.S. adults)
• Table 3-5: Attitudes on Business and Work: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 3-6: Organizational Membership Patterns: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)

• Media Entertainment Choices Reinforce Christian Values
• Christian “Media” Include Evangelicals Themselves
• Media Help Evangelicals Interpret, Communicate God' s Intentions
• Media Keep Cohort Informed, Entertained
• Radio, Newspaper Popular for Information, Entertainment
• TV Fills News, Entertainment Needs, Especially Among Conservatives
• Figure 4-1: Strongly Held Attitudes About Television: Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Inspiration Network Offers Family- and Bible-Based Viewing
• Christian DVDs Overtaking Music Sales in Specialty Stores
• DVDs Help Cohort Enjoy Family Time at Home
• VeggieTales on Top in Christian DVD Sales
• Family-Focused DVDs Emphasize Faith, Love, Duty, Marriage
• Perfectionism, Optimism Drive Cohort' s Taste for Inspiring Tales
• Conservatives Particularly Invested in Perfection, Optimism
• Figure 4-2: Strongly Held Self-Concepts by Index: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (U.S. adults)
• Magazines Entertain, Amuse, Especially Among Moderates
• Southern Living, Midwest Living, Country Home Are Top Picks
• Figure 4-3: Most-Read Mass-Market Magazines: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Christian Lifestyle Magazines Target Profitable Niche Markets
• Evangelicals Notice, Remember Advertising In Public Venues
• Figure 4-4: Attention to Public Advertising: Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Figure 4-5: “Well-Designed Outdoor Ads Improve Urban Landscape”: Evangelicals, Conservative Evangelicals, Moderate Evangelicals, Non-Evangelicals, 2006 (index of U.S. adults)
• Cohort Divided on Merit, Influence of TV Advertising
• TV Product Placement Influences Evangelical Purchases
• Figure 4-6: High-Index Attitudes About Product Placement in Movies, Movie Theaters: Evangelicals, Conservative Evangelicals, Moderate Evangelicals (U.S. adults)
• Conservatives Strongly Influenced by TV Product Placement
• Figure 4-7: Strongly Held Attitudes About TV Advertising, Product Placement: Conservative Evangelicals, Moderate Evangelicals (index of U.S. adults)
• Suggestibility May Correlate with Affinity for Parable
• Surging Popularity of Christian, Religious Books
• Figure 4-8: Percentage Who Have Bought Religious Titles in the Last 12 Months: Evangelicals vs. Christians Overall and U.S. Population Overall (U.S. adults)
• Romance, Children' s, Cooking Book Themes Lure Evangelicals
• Christian Variations on Classic Genres Make Great Strides
• Karen Kingsbury: Prolific “Chick Lit” Diva Ministers Through Story
• Surging “End Times,” Fantasy Genres Make for Exciting, Bible-Based Reading
• Left Behind Series Combines Biblical Inspiration, Massive Marketability
• Non-Fiction Titles Affirm Christian Values, Agendas
• Multichannel Storytelling Helps Cohort Receive and Spread Gospel Message
• Music Important Channel for Individual, Congregational Affirmation
• Figure 4-9: High-Index Music Types: Evangelical Christians, 2006 (U.S. adults)
• Figure 4-10: Low-Index Music Types: Evangelical Christians, 2006 (U.S. adults)
• Music Powerful Medium for Individual, Group Affirmation of Faith
• Popularity of Christian Rock Spans Demographic Boundaries
• Corporate Worship Parlays Pop Tunes Into Powerful Connection with Almighty
• Chris Tomlin' s See the Morning Heavy Pop-Worship Hitter
• TobyMac' s Portable Sounds Parties Down with the Creator
• Table 4-1: Preferred Entertainment Media: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-2: Attitudes About Radio: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-3: Attitudes About Newspapers and Magazines: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-4: Attitudes About Television: Evangelicals Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-5: Attitudes About Family Life: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-6: Personal Values, Self-Concepts: Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals (percent and index of U.S. adults)
• Table 4-7: Attention to Public Advertising: Non-Evangelicals, Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-8: Attitudes About Advertising: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-9: Attitudes About Television Advertising: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 4-10: Book Buying Patterns Last 12 Months, Hardcover or Paperback: Overall, Christian, Evangelical Christians (percent and index of U.S. adults)
• Table 4-11: Music Preferences: Types Like Most: Overall, Christians, Evangelical Christians, 2006 (percent and index of U.S. adults)
• Table 4-12: “Christian Rock Is My Favorite Type of Music”: Selected High-Index Demographics, 2006 (percent and index of Evangelical Christians)

• Evangelicals Spread the Digital Word
• Targeted Interactivity Stresses Roles for Whole Congregation
• At First Blush, Cohort Appears Tech-Shy
• MP3, PDA Ownership Falls Behind Consumer Average
• Figure 5-1: Electronics Ownership: Evangelicals, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Internet, Computer Literacy Under Par
• Figure 5-2: Website, Search Engine Use: Evangelicals, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Figure 5-3: Percentage Who Have Used a Website or Search Engine in Last 30 Days: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Apparent Contradiction Points Up Evangelicals' Actual Tech Enthusiasm
• Figure 5-4: Strongly Held Attitudes about Technology, Internet: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Cohort Favors Interactive Websites That Foster Community, Values
• Figure 5-5: Percentage Who Have Used a Website or Search Engine in Last 30 Days: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Mature Market Adults Trail Younger Generations in Internet Literacy
• Figure 5-6: “The Internet Has Had No Impact on My Life” by Age Bracket, 2006 (percent and index of U.S. adults)
• Senior Evangelicals Dismiss Internet, Computer Relevance
• Figure 5-7: “Internet Has Had No Impact on My Life”: Evangelical and Non-Evangelical Segments, 2006 (percent of U.S. adults)
• Figure 5-8: “Internet Has Had No Impact on My Life”: By Evangelical Age Bracket, 2006 (percent and index of Evangelical Christians)
• Evangelical Youth Pave Electronic Highway
• Non-Evangelical Techies Skew Young; Value Friends, Money, Career
• Born-Again Electronics Buffs Defy Family Values Cliches
• Online Social Networking Attracts Younger Evangelicals
• Youth Ministers Connect with Students Through Networking Sites
• Figure 5-9: “Internet Is New Way I Socialize, Meet Others”: Evangelicals by Age Bracket, 2006 (percent and index of Evangelical Christians)
• Twenty- and Thirty-Somethings Socialize, Build Ministries Online
• Born-Again Boomers Promise to Push Tech Growth
• Electronic Evangelizing Produces Loyal, Enthusiastic Consumers
• Star-Studded Audio Bibles Prove Hot Commodity
• With God' s iPod, Video-Blogging Minister Provides Free, Diverse Podcasts
• Downloadable Bibles and “Godcasts” Attract Thousands
• Proliferation of iBibles Allows Mobile Customers to Study, Search Scripture- Anywhere
• Evangelical Cell Phone Ownership Parallels Mainstream
• Figure 5-10: Percentage Who Own Cellular Phone: Evangelicals, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (U.S. adults)
• Despite Differences in Generational Emphasis, Desire for Wireless Communication Nears Ubiquity
• Mature Market Values Cell Phone' s Everyday Practicality, Emergency Aid
• Youth Market Loves to Jabber, Text, Entertain: The More Features, the Better
• Mobile Christian Downloads Surge in Popularity
• Loyalty of Born-Again Niche Inspires Dedicated Mobile Download Sites
• Christian Ringtones Put Evangelist in Your Pocket
• Church Leaders Market Personal Ringtones for Good of Church Coffers
• Table 5-1: Attitudes About Technology: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 5-2: Internet Habits and Attitudes: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 5-3: Attitudes About Lifestyle and the Internet: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 5-4: Websites or Search Engines Visited Last 7 Days: Evangelicals, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 5-5: “Computers Confuse Me; I' ll Never Understand Them”: Selected High-Index Evangelical Demographics, 2006 (percent and index of Evangelical Christians)
• Table 5-6: “Will Pay Anything for an Electronic Product I Want”: Selected High-Index Non-Evangelical Demographics, 2006 (percent and index of Non-Evangelicals)
• Table 5-7: “Will Pay Anything for an Electronic Product I Want”: Selected High-Index Evangelical Demographics, 2006 (percent and index of Evangelical Christians)
• Table 5-8: “Internet Is the New Way I Socialize, Meet Others”: Selected Evangelical Demographics, 2006 (percent and index of Evangelical Christians)
• Table 5-9: Digital Music Player Ownership: Evangelical Christians, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 5-10: Types of Music Downloaded, Burned, Recorded Last 12 Months: Christian, Evangelical Christian, 2006 (percent and index of U.S. adults)
• Table 5-11: Personal Digital Assistant Ownership: Evangelicals, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 5-12: Cell Phone Ownership: Evangelicals, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)

• Evangelical Finances Mirror Those in Larger Culture
• Consumer Spending, Debt Roughly Equivalent to Adult Average
• Biblical Perspective Sets Apart Evangelical Spending, Saving, Investment
• Roughly Even Distribution Across Socio-Economic Levels
• Table 6-1: Distribution by Socio-Economic Level: Evangelical Christians, 2006 (percent, number and index of U.S. adults)
• Personal and Household Income Show Greater Weight at Lower End of Spectrum
• Table 6-2: Population Distribution by Individual Employment Income: Evangelical Christians, 2006 (percent, number and index of U.S. adults)
• Table 6-3: Population Distribution by Household Income: Evangelical Christians, 2006 (percent, number and index of U.S. adults)
• Table 6-4: Population Distribution by Employment Status: Evangelical Christians, 2006 (percent, number and index of U.S. adults)
• Evangelical Motivation Underlies Dollar Amounts
• Megachurches Generate Big Cash from Entrepreneurial Leadership
• Houston' s Urban Renewal at Heart of United Methodist' s Success
• Kingdom Builder Caldwell Endorses Faith-Based Entrepreneurship
• Detroit' s Word of Faith Applies Consumer-centric Principles
• Houston' s Lakewood Church Personalizes Mega-Message
• For Strong Minority, Shopping Enhances Religious Life
• Beauty, Youth Products Affirm God' s Plan
• Figure 6-1: “I Will Pay Any Price to Look Younger”: Evangelical Christians, Non-Evangelicals, Conservative Evangelicals, Moderate Evangelicals, 2006 (index of U.S. adults)
• Poverty, Renunciation Become Outmoded Concepts
• Financial Services, Personal Money Management Help Expand God' s Kingdom
• Banks Introduce Faith-Friendly Lending
• Above-Average Focus on Financial Planning and Stability
• Figure 6-2: “Like Others to Think I' m a Financial Success”: Evangelical and Non-Evangelical Segments, 2006 (percent of U.S. adults)
• Conservatives Show Strong Affinity for Financial Security, Services
• Figure 6-3: “I Feel Secure Financially”: Evangelical and Non-Evangelical Segments, 2006 (percent of U.S. adults)
• Figure 6-4: “I Will Pay Any Price for Good Financial Advice”: Evangelical and Non-Evangelical Segments, 2006 (index of U.S. adults)
• Controversial Prosperity Gospel Cites Biblical Imperatives for Material Gain
• Retirement Funds, Financial Stability Viewed as Personal Responsibilities
• Christian Financial Enterprises Reconcile Heavenly & Earthly Accounts
• Grassroots Financial Ministries Direct Dollars to Evangelical Causes
• Evangelical Christian Credit Union Fosters Church Stewardship
• Storehouse Fund Encourages Church Growth, Maintenance
• Creative Consumer Packages Promote Increased Tithing
• HomeBanc' s Faith Can' t Overcome Sub-Prime Mortgage Crisis
• Affinity Credit Cards Present Moral, Operational Dilemmas
• Unitarians Back Away from Endorsing Debt, Consumerism
• Figure 6-5: “I Prefer to Have as Few Possessions as Possible ”: Evangelical and Non-Evangelical Segments, 2006 (percent of U.S. adults)
• Credit Card Use Among Evangelicals Slightly Above Average
• Figure 6-6: Percentage Who Own a Credit Card: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• J.C. Penney, Sears Cards Popular Among Born-Agains
• Visa, MasterCard Use Parallels That of Larger Culture
• Figure 6-7: Percentage Who Have Used a Credit Card in the Last 30 Days: Evangelical and Non-Evangelical Segments, 2006 (U.S. adults)
• Intrepid Ministries Tests Affinity Card Waters
• Christian Community Credit Union Guarantees Mission Donation with Purchase
• World Missions VISA Supports Catholic Missions
• Timothy Plan Offers Morally Responsible Mutual Funds
• Companies Screened for Cultural and Moral Pollution
• Homosexuality, Pornography, Vices- Out
• Medi-Share Program Helps Finance Christian Medical Care
• Subscribers Testify to Relationship with Jesus, Biblical Lifestyles
• Table 6-5: Attitudes on Shopping and Spending: Evangelical Christians, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 6-6: Attitudes on Personal Finance: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 6-7: Attitudes on Money and Consumerism: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 6-8: Strongly Held Attitudes on Money, Finances, and Consumerism: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)
• Table 6-9: Credit Card Ownership Rates by Selected Brands: Evangelical Christians vs. Non-Evangelicals, 2006 (percent and index of U.S. adults)
• Table 6-10: Credit Card Use in Last 30 Days by Selected Brands: Evangelical Christians vs. Non-Evangelicals, 2006 (percent and index of U.S. adults)
• Table 6-11: Monthly Credit Card Payment Habits: Evangelicals Overall, Conservative Evangelicals, Moderate Evangelicals, 2006 (percent and index of U.S. adults)

• Table A-1: Demographics for Adults Who Agree a Lot With Statement: I Am a Conservative Evangelical Christian, 2006 (percent, number and index of U.S. adults)
• Table A-2: Demographics for Adults Who Agree a Little With Statement: I Am a Conservative Evangelical Christian, 2006 (percent, number and index of U.S. adults)
• Table A-3: Demographics for Evangelicals at Upper Socio-Economic Levels, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-4: Demographics for Evangelicals at Middle Socio-Economic Levels, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-5: Demographics for Evangelicals at Lower Socio-Economic Levels, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-6: Demographics for Married Evangelicals With Children, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-7: Demographics for Empty Nester Evangelicals, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-8: Evangelical Demographics: 18- to 39-Year-olds, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-9: Evangelical Demographics: 40- to 64-Year-olds, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-10: Evangelical Demographics: Adults Age 65 or Over, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-11: Evangelical Demographics: Men, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-12: Evangelical Demographics: Women, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-13: Evangelical Demographics: White Non-Hispanics, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-14: Evangelical Demographics: Hispanics, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-15: Evangelical Demographics: African-Americans, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-16: Evangelical Demographics: Asian-Americans, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-17: Evangelical Demographics: Southern Region, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-18: Evangelical Demographics: Midwest Region, 2006 (percent, number and index of U.S. Evangelical adults)

• Table A-19: Evangelical Demographics: Western Region, 2006 (percent, number and index of U.S. Evangelical adults)
• Table A-20: Evangelical Demographics: Northeast Region, 2006 (percent, number and index of U.S. Evangelical adults)