|
Reader Profile |
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DEMOGRAPHICS |
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| Women | 73% |
| Men | 27% |
| Age 34-54 | 51% |
| Married | 82% |
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HOUSEHOLD INCOME |
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Average household income |
$170,000 |
| Average net worth | $1,435,900 |
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HOME VALUE |
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Own their own home or condo |
98.9% |
| Average market value of primary home | $544,000 |
| Own a home valued at $500,000 or more | 28% |
| Own a vacation or weekend home | 26% |
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EDUCATION |
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Attended college |
89% |
| Have post-graduate degrees | 11% |
| OCCUPATION | |
| Hold professional or managerial positions | 45% |
| Own or partner in their own business | 19% |
| ON A REGULAR BASIS: | |
| Read the dining guide | 80% |
| Read feature stories | 68% |
| Read the home section | 66% |
| Read the health section | 58% |
| Read Out & Abouts | 55% |
| Read Charitable Events | 49% |
| Read Who's News | 47% |
| Read the fashion section | 45% |
| Read Datebook | 42% |
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DINING |
|
| Readers dine out 8.3 times per month | |
| Dine at a specific restaurant as a result of reading M | 70% |
| Find M ads helpful when making a dining decision | 92% |
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SHOPPING | |
| Use M as a resource for shopping destinations | 45% |
|
Find ads helpful when considering
visiting a shopping mall, store or boutique | 74% |
| Generally shop for brand or designer names | 37% |
| Average amount of time spent shopping per year | 59 days |
| HOME BUYING | |
| In the
next 12 months, over 11,000 readers plan to buy a new home and over 6,000 plan to buy a new condo. | |
| BUILDING AND LANDSCAPING | |
| Over
7,000 readers plan to build a new home in the next 12 months. | |
| Find M ads
helpful when considering builders and home improvement services | 70% |
| Find M ads
helpful when making a gardening or landscaping purchase | 75% |
| Use M for homebuilding ideas | 33% |
| REMODELING | |
| Find M ads helpful when making a home furnishings decision | 71% |
| Use M for remodeling and interior design ideas | 50% |
| Plan to remodel or
renovate their home in the next 12 months | 35% |
| HEALTH AND WELLNESS | |
| Use M for health and wellness information | 39% |
| Find M ads
helpful when considering a physical fitness decision | 63% |
| Find M ads
helpful when considering a healthcare decision | 58% |
| TRAVEL | |
| Use M as a resource for regional travel ideas | 30% |
| Find M ads helpful when considering a travel decision | 49% |
| Plan to take a vacation in the next 12 months | 84% |
| Plan to travel outside the U.S. in the next 12 months | 40% |
| Plan to travel within
the U.S. during the next 12 months | 77% |
| AUTOMOBILES | |
| Average number of vehicles per household | 2.3 |
| Plan to lease or buy a
new car, truck or SUV in the next 12 months | 27% |
| Own a domestic vehicle | 64% |
| Own an imported vehicle | 60% |
| Own a luxury vehicle | 23% |
| Own a SUV, truck or van | 60% |
| LIFESTYLE AND RECREATION | |
| Are involved with charitable organizations | 47% |
| Attend art/antique/museum events | 75% |
| Attend concerts | 73% |
| Attend live theater | 83% |
| Attend sporting events | 85% |
| Bike | 49% |
| Boat | 45% |
| Garden | 90% |
| Golf | 46% |
| Practice yoga | 24% |
| Ski or snowboard | 21% |
| Work out with weights/weight equipment | 61% |
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