Same here on a 13" basic model. I feel those things above are key for long battery life.I can get over 8 browsing, editing in pages, reading pdfs, etc.
Screen around 50%, key backlight off, bluetooth off, flash not installed (I just use chrome when necessary).
Otherwise five seems typical.
On a typical day at university -using it mainly for reading PDFs and taking notes (when not in need of wifi I deactivate it) -, I can use my MBA from 9 to 16 and have about 15-20% of battery left.
I really love this machine, it's exceeds all my expectations.