|
- 77% of Reader and Reader's
Guide readers own at least one vehicle. 62% of these
people bought their cars new and 55% bought them used. 17% bought
both new and used cars.
- They spent an average of $17,000 on the most recent
vehicle they purchased (national figure $15,800).
- 22% plan to purchase a new vehicle within the next
12 months.
- Of those who have used the internet in the past
30 days, 9.3% have shopped for a vehicle online.
Reader and Reader's Guide
readers are particularly likely to own certain makes of cars. Based
on those people who own cars:
| |
Reader/
Reader's
Guide figures |
National
figures |
Index |
Saturn
|
4.6% |
2.3% |
200 |
Honda
|
16.9% |
10.5% |
161 |
Toyota
|
14.9% |
12.4% |
120 |
Subaru
|
3.5% |
1.6% |
219 |
Volkswagen
|
7.7% |
2.6% |
296 |
Volvo
|
3% |
1.5% |
200 |
| Saab |
2.3% |
.3% |
767 |
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.
The Reader and The Reader's Guide offer automotive
advertisers significantly discounted advertising packages that include
display, classified line, and online ads.
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 200, for instance,
means that our readers twice as likely to own a Saturn as the average
American.
Return to Who Reads
the Reader | Other Audience
Profiles
|
![[Become a Reader Restaurant Rater]](/banners/rrrsup.gif)
