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Individuals identified as active and retired US military service men and women tend to skew towards opt-ins of individuals who are retired US Military or Active reservists. Active military members tend to be less abundant (though still fluctuating well in to the millions at any given time) due to both a relative lack of access to computers – especially among lower ranking army, navy or marine soldiers who are involved (at current) in post combat, peace-time policing/governance operations or who are in active duty in training capacities (such as navy men and women who are deployed, engaged in day to day military operations and exercises, or stationed at sea for peacetime monitoring and enforcement of borders and/or parallels of either the US or other sovereign nations with maritime ownership or interests).
Higher level active duty military members of all branches, including officers stationed in the US and overseas, particularly in intelligence capacities and those with duties specific to the use of computers tend to make up the majority of DigDev’s active duty military file. In addition, lower ranking active members of the air force in particular are abundant in the active duty file as well because of their access to and reliance upon computers for day-to-day military activities allowing them the opportunity for additional use of computers, and the checking of E-mail in particular, on a more regular basis than field based, consistently mobile military service members.
Retired service members tend to be relatively evenly distributed across all branches of the armed forces and generally work in professional capacities specifically in information technology, engineering, arms manufacturing and law enforcement. Median age for these individuals varies widely as does income – particularly due to the many former members of the military who hold blue collar positions – mechanics, construction workers, security guards, and skilled trade workers make up a fairly large cross section of our retired military file, though most are professionals making over the national per capita income.
Opted in active and non-active military members tend to be married, have children or be expecting children regardless of rank and are consumers of an extremely broad range of products. While particularly interested in emerging technologies ranging from watches to phones and computers, these consumers are also prime targets for campaigns targeting potential new home-buyers, purchasers of children’s apparel, toys and educational materials, new vehicles (particularly those of American origin), sporting goods and apparel, hunting and fishing accessories or excursions and firearms, alarm systems or other security related devices.
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