The document summarizes a study that segmented Christians in the United States into five groups based on their beliefs, behaviors, attitudes, and involvement in spiritual activities. The five segments identified were Active Christians, Professing Christians, Liturgical Christians, Private Christians, and Cultural Christians. The study analyzed differences between the segments in terms of church attendance, media usage, beliefs, and other factors to understand how to effectively reach each group. The segmentation provides insights into the varying needs and behaviors of Christians to help tailor communications and products.

1. Know Thy Consumer: CTI and Zondervan Christian Segmentation Study ECPA Executive Leadership Summit Dallas, Texas May 6, 2008 © 2006 Knowledge Networks, Inc. Research Sponsored By:

2. All say they are Christians Everyone says they’re a Christian but what does that mean?

3. What are the different groups or segments within the Christian population? Who are the members of these subgroups? (size of each group, demographics, attitudes, beliefs, practices, expressions of faith, etc.) Can these subgroups be more effectively identified by a composite of their beliefs and practices , rather than the traditional definitions of denomination or agreement with theological statements? What are the Christian media and purchase habits of each subgroup, and how can they best be reached? Research Objectives

4. Research conducted by Knowledge Networks, using their online KnowledgePanel ™ KN asks panelist to regularly complete profile surveys about topics such as media usage, general social attitudes, etc. One standard questions is “What is your religion?” 74% self-identify as some type of Christian Sample Size: 1,017 Self-Identified Christian Adults, 18+ Timing: Fielded September 2006 Research Methodology

5. Latent Class Segmentation allows integration of multiple dimensions for a comprehensive perspective Segments are based on a combination of input including experiences, behaviors, attitudes and other variables that are important in understanding American Christians Needs Behavior Usage of Christian Media Practices and Expressions Involvement Segments Attitudes Beliefs, Descriptors Latent Class Segmentation Where? When? Who? What? Why?

6. Methodology: birds of a feather flock together

7. Questionnaire Outline Media Habits Usage of any media Usage of Christian media Participation in Christian activities Sources of information about faith, religion, and spirituality Awareness and Usage Awareness of and involvement with* Christian publishing companies and book titles Christian magazines Christian websites Behaviors – Church Involvement Activities to help grow spiritually Church attendance Denomination or affiliation of the church attended most often Description of personal theological or doctrinal perspective (from aided list) Participation outside of worship, including leadership roles Bible usage – number in home, purchased past 12 months, readership outside of church, translation Faith Background Prayer practices Definition of being a Christian Belief Statements Agreement of five-point scale Preference Exercise Practice Statements Agreement of five-point scale Preference Exercise Lifestyle Questions Sharing ideas on religion, faith, or spirituality with others Life events experienced and their impact Issues that cause stress or concern and their impact *Secular titles included as benchmarks

8. Segmentation Overview Key variables that define and differentiate the segments Church attendance Prayer outside of worship Bible usage outside of worship Sharing information about the faith Total involvement in spiritual activities Church leadership positions Participation beyond worship Use of Christian media What makes you a Christian Belief Statements Only those who profess Jesus Christ as Lord and Savior in this life will enter heaven Faith in Jesus Christ is necessary for salvation Salvation is by the grace of God, on the basis of Jesus’ death and resurrection Jesus was the son of Mary and the Son of God, fully human and fully divine There are many paths by which to enter heaven Practice Statements Regular Bible reading and prayer are important disciplines for all Christians God is a loving creator more than a punishing judge A person cannot be a true Christian by simply believing in God, but must also follow Jesus’ teachings Evolution is a superior theory to creationism The Pope of Rome is God’s appointed leader of the Church The Bible contains valuable lessons but it is not without error The teachings of Jesus are just one approach to God

9. Segmentation Overview Active Christians (19%) (High Belief, High Church Involvement) Professing Christians (20%) (High Belief, Moderate Church Involvement) Liturgical Christians (16%) (Predominantly Catholic, Active Church Involvement) Private Christians (24%) (Personally Spiritual, Low Church Involvement) Cultural Christians (21%) (Secularly Oriented, Low Church Involvement) The analysis yielded five discrete groups within the Christian population

10. Segmentation Overview Segment sizes projected to total population including non (self-identified) Christians * 2001 American Religious Identification Survey (N=50,281) 13% None 8% Other Non-Christian 1% Mormon 1% Jewish <1% Muslim <1% Buddhist <1% Hindu

11. Start at 30,000 foot view Start at 30,000 foot view What Makes You a Christian?

12. What Makes You a Christian? - By Segment - - Total Christians - Accepting Christ as Lord and Savior Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

13. What Makes You a Christian? - By Segment - - Total Christians - Being Born Again Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

14. What Makes You a Christian? - By Segment - - Total Christians - Believing in God Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

15. What Makes You a Christian? - By Segment - - Total Christians - Doing good things Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

16. What Makes You a Christian? - By Segment - - Total Christians - Being raised as a Christian Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

19. 5,000 foot view Beliefs

20. Agreement – Belief Statements (% Strongly Agree) - By Segment - - Total Christians - Salvation is by the grace of God, on the basis of Jesus' death and resurrection Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

21. Agreement – Belief Statements (% Strongly Agree) - By Segment - - Total Christians - Only those who profess Jesus Christ as Lord and Savior in this life will enter heaven Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

22. Agreement – Belief Statements (% Strongly Agree) - By Segment - - Total Christians - There are many paths by which to enter heaven Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

23. Agreement – Belief Statements Faith in Jesus Christ is necessary for salvation Salvation is by the grace of God, on the basis of Jesus' death and resurrection Jesus was the son of Mary and the Son of God, fully human and fully divine The Bible is the authoritative guide for faith and Christian living After He died, Jesus was resurrected bodily The entire Bible is inspired by the Holy Spirit To become a Christian, a person must be born again Only those who profess Jesus Christ as Lord and Savior in this life will enter heaven The teachings of Jesus are just one approach to God The things I do (prayer, read the Bible, help others) help get me into heaven All people will be reconciled with God, going to heaven after death There are many paths by which to enter heaven The Bible contains valuable lessons but it is not without error There is not a literal hell Jesus was a good teacher and a good example but he was not divine = Significantly higher than total at the 95% confidence level = Significantly lower than total at the 95% confidence level Percent within Segment Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

24. On The Ground Behavior – Where the rubber meets the road!

25. Church Attendance (at least monthly) Attend Church At Least Once a Month - By Segment - Attend Church At Least Once a Month - Total Christians - Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

26. Participation at Church Beyond Worship Participation at Church Beyond Worship - By Segment - Participation at Church Beyond Worship - Total Christians - Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

27. Church Leadership Positions Church Leadership Positions - By Segment - Church Leadership Positions - Total Christians - Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

28. Reading the Bible Outside of Worship Bible Usage Outside of Worship - By Segment - Bible Usage Outside of Worship - Total Christians - Mean Times per Week Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians 0.5 0.4 1.5 1.6 3.4

29. Bible Purchasing Bible Purchasing - By Segment - Bible Purchasing - Total Christians - Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

30. Read Christian Books: 1 hr or more per week Read Christian Books: 1 hr or more per week - By Segment - Read Christian Books: 1 hr or more per week - Total Christians - Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

31. Usage of Christian Media Usa g e of Christian Media - By Segment - Usage of Christian Media - Total Christians - Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

32. Listen Christian Radio: 1 hr or more per week Listen Christian Radio: 1 hr or more per week - By Segment - Listen Christian Radio: 1 hr or more per week - Total Christians - Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

33. Listen Christian CDs/Tapes/MP3/Downloads: 1 hr or more per week Listen Christian CDs/Tapes/MP3/Downloads: 1 hr or more per week - By Segment - Listen Christian CDs/Tapes/MP3/Downloads: 1 hr or more per week - Total Christians - Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

34. Read Christian Magazines/Newsletters: 1 hr or more per week Read Christian Magazines/Newsletters: 1 hr or more per week - By Segment - Read Christian Magazines/Newsletters: 1 hr or more per week - Total Christians - Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

35. Spiritual Growth Activities Read the Bible Read other inspirational materials Attend worship services Meet with a group of your peers to discuss faith Share your faith with others Read materials other than sacred writings Visit religious websites Watch religious TV or listen to religious radio programs Meditate Do some other form of exercise other than yoga Spend time outdoors Spend time with family = Significantly higher than total at the 95% confidence level = Significantly lower than total at the 95% confidence level Percent within Segment Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

36. Spiritual Growth Activities Spend time with friends Spend time alone Meet with clergy/pastor/priest Fast Listen to/play music Donate your money to church or charity Donate your time to church or charity Pray to God Pray with others Receive communion Serve at church Serve in the community Continued Percent within Segment = Significantly higher than total at the 95% confidence level = Significantly lower than total at the 95% confidence level Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians

37. Involvement in Spiritual Activities I n v o l v e m e n t i n Spiritual Activities - By Segment - Involvement in Spiritual Activities - Total Christians - = 1-10 ACTIVITIES = 11+ ACTIVITIES = NO ACTIVITIES Cultural Christians Inner Christians Catholic Christians Professing Christians Active Christians

38. Denomination By Segment Among Those Who Attend Church Baptist (any type) Catholic/Roman Catholic

39. Denomination By Segment Among Those Who Attend Church Methodist (any type) Lutheran (any type)

40. Political Affiliation by Segment Cultural Christians Private Christians Liturgical Christians Professing Christians Active Christians Political Affiliation - By Segment - Political Affiliation - Total Christians - = REPUBLICAN = INDEPENDENT/ UNDECIDED/OTHER = DEMOCRAT

41. Christian Segments: Comparison Knowledge Networks National Study Bowker PubTrack Panel

42. Christian Segments: NationalChristianPoll.com CTI’s NationalChristianPoll.com* * 4,400 current panel size

44. Read Christian Books: 1 hr or more per week Read Christian Books: 1 hr or more per week - By Segment - Read Christian Books: 1 hr or more per week - Total Christians - Active Christians Professing Christians Liturgical Christians Private Christians Cultural Christians

45. If Active Christians are the primary book and Bible buyers, how can we most effectively reach them? What unmet needs do Active Christians have for other media products besides books and Bibles? Professing Christians are a logical market, but low in Christian book and media usage. Are there any products or services that could activate this latent market? How can Evangelical publishers tap into the sizable and active Catholic and Liturgical Christian segment? Know Thy Consumer – Strategic Questions