Reader and Reader's Guide readers are early adopters of new technology. They own:

• 93% have access to the internet (national figure 74%). They spend an average of 41 hours online per month.
• 22% of those with internet access have bought computers or computer supplies online in the past 12 months (national figure 10%).

Most importantly, 65% of readers bought products or services in the last 3 months because they saw them advertised in the Reader or The Reader's Guide. They did so an average of 5 times in those 3 months.Source: Mediamark Research Inc. (MRI) custom study, July 2003. National figures are from the spring 2002 Mediamark Survey of American Consumers. The index is a comparison of Reader and Reader's Guide readers to the national figures; an index of 100 means there is no difference between the two groups. An index of 174, for instance, means that our readers 74% more likely to own a CD player than the average American adult.

Return to Who Reads the Reader | Other Audience Profiles

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