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					Authoritative & Influential
About Economist.com
Europe Reader Profile 2006   |




                                 Contents
                                 Successful Readers
                                 Special Reader Relationship
                                 Frequent Global Travellers
                                 Business Decision-Makers
                                 Wealthy Consumers




                                                      Research Conducted by
                                                      FOX INSIGHT
      Successful
      Educated, influential and affluent
                                                                                                 Below university    10%

                household income €101,000
      • Average90%                                                                               University degree

38%   • 90% educated to degree level or higher                                                   Postgraduate degree               38%
      • 10% are euro millionaires                                                                MBA                   12%
      • Average age 38 years

      Age                                                                     Sex
                 Under 25
                                                    55+
                            13%             17%                                     17%                                          Women
                                                                                                                           22%


                                                   13%     45–54
                                                                       54%                   16%

                   33%
         25–34
                                                                                         9%
                                           24%                                    2%                 78%
                                                                                2%
                                                   35–44                                   Men


      Average Age: 38yrs                                                      The majority of readers are men. However, more than one in five
                                                                              are female.
      Economist.com’s European readers are in the prime of their
      careers, with an average age of 38; 70% of readers are between
      the ages of 25 and 54.


      Education
        Below university     10%

        University degree                                       90%

        Postgraduate degree                 38%

        MBA                   12%


      Economist.com appeals to an extremely well-educated market.
      38% have postgraduate qualifications and 12% have MBAs.


                                                                        13%     17%                                              17%
                                   22%


                                                                                       13%               54%                              16%

      Reader Profile 2006 | Europe                             33%
                                                                                                                                      9%
             78%                                                               24%
      Successful
      Educated, influential and affluent
      Household net worth                                                         Annual personal income
                                                                                                   €250,000+
                  €1 million+

                                10%                                                                          2%
                                                                                    €100,000–
                                                                                    €249,999
                                                                                                  16%
      €500,000–
      €999,999        15%                        35%       Under €75,000
                                                                                                                                      Under
    38%                                                                                                                      56%      €50,000


                       17%                                                          €50,000–     26%
       €225,000–
       €499,999                                                                     €99,999
                                      23%

                                          €75,000–€224,999

      Average net worth: €448,000                                                 Average personal income: €72,000

      The average net worth in Europe is nearly €450,000                          Economist.com’s European readers average €72,000 a year
      and 10% of readers are euro millionaires.                                   in personal income. This gives an indication of their high
                                                                                  personal spending power as well as their seniority and
                                                                                  influence within their professions.
      Household income
                                         €250,000+

                                       5%                                   10%
          €100,000–
          €249,999
                       26%
                                                                    15%                         35%
%                                                  38%     Under €50,000


                                                                      17%
                         31%
                                                                                    23%
            €50,000–
            €99,999



      Average household income: €101,000

      Economist.com readers average €101,000 a year in HHI.
      Over 30% have HHI greater than €100,000.




      Reader Profile 2006 | Europe
                  At home                                                        99%              Visited advertiser's website                                     36%

                  At place of work                                       70%                      Requested information                           9%

                  Travelling/commuting                            41%                             Bought a product or service          6%

                  Internet café/other 10%
Special Reader Relationship
                                                                                                  Recommended to friend/colleague                   10%

                                                                                                  Applied for a job                                 10%
                  Online                                                    109 mins
Committed and involved 55 mins
      Watching TV
                                                                                                  Contacted advertiser   2%

                  Listening to the radio                44 mins
• Readers average nearly two hours a day online                                        Response to ads on Economist.com
                                                                                              Economist.com provides a more valuable international
                                                                                                  perspective than other sites                                    98%
• For At homeReading newspapersis an essential site to visit
      84% Economist.com                43 mins
                                                     99%                                 Visited advertiser's website                                     36%
                                                                                                  I would recommend Economist.com to a colleague/friend           97%
        At place Reading magazines
                 of work                            39 mins
                                                                  70%                    Requested information                          9%
A distinct online audience                                                                        I read Economist.com for insight and ideas I cannot
                                                                                                  get from other sites                                          92%
        Travelling/commuting                             41%                             Bought a product or service 6%have an international
                                                                                                Advertisers on Economist.com
                                                                                                  presence and quality image                                    89%
        Internet café/other 10%                                                          Recommended to friend/colleague                  10%
                                               22%                                                For me, Economist.com is an essential site to visit       84%
                                                                                         Applied for a job                                10%
        Online                                                                                     Economist.com is my favourite business/current        77%
                                                    40%       Regular 109 mins                     affairs website
                                                              print reader               Contacted advertiser 2%
        Watching TV                               55 mins                                          Advertising on Economist.com     46%
                                                                                                   is helpful and influential
Occasional      54%
         Listening to the radio                                                        Economist.com readers are very open to the advertising
   Visited advertiser's website              44 mins              36%
print reader                                                                           messages they view on the site, many acting on or following
                                                                                         Economist.com provides a more valuable international
                                                                                       upperspective thanthey view.
                                                                                          the messages other sites                               98%
      Reading newspapers
  Requested information                     43 mins
                                             6%9%
  Bought a product or service
      Reading magazines                6% mins Never read print edition
                                        39
                                                                                        I would to Economist.com/The Economist
                                                                                       Accessrecommend Economist.com to a colleague/friend 97%
                                                                                         I read Economist.com for insight and ideas I cannot
                                                                                         get home
                                                                                         At from other sites                                            92%
                                                                                                                                                          99%
   Recommended Continental Europe
Economist.com into friend/colleague is able to provide a
                                             10%
                                                                                         Advertisers on Economist.com have an international
significant, distinct readership across Europe for advertisers                           presence and work image
                                                                                         At place of quality                                          89%
                                                                                                                                                    70%
   Applied for a job                         10%
to reach. 60% of Economist.com readers do not regularly read
the print edition.                22%                                                    For me, Economist.com is an essential site to visit
                                                                                         Travelling/commuting                             41%     84%
   Contacted advertiser 2%
                                                                                         Economist.com is my favourite business/current         77%
                                                                                         Internet café/other 10%
                                          40%                                            affairs website
Attitudes to Economist.com
                                                                                          At home
                                                                                          Advertising on Economist.com   46%                          99%
  Economist.com provides a more valuable international                                 Economist.com’s European readers access Economist content
                                                                                          is helpful and influential
                                                                  98%
  perspective than other sites
      54%                                                                              at Online atof work while travelling, commuting or out and mins
                                                                                           home,
                                                                                          At place work and                                    70%
                                                                                                                                                   109

                                                                  97%                  about, proving it is used both for business and as a leisure read.
  I would recommend Economist.com to a colleague/friend                                   Watching TV                           55 mins
                                                                                       The print version is commonly read on the move (35% of all
                                                                                          Travelling/commuting                       41%
  I read Economist.com for insight 6% ideas I cannot
                                   and                                                 readers); at work access is mainly via a PC (58% of all readers).
  get from other sites                                          92%                       Listening to the radio           44 mins
                                                                                          Internet café/other 10%
  Advertisers on Economist.com have an international
  presence and quality image                                   89%                                                        choices
                                                                                       Consumption of media 43 mins (average per day)
                                                                                          Reading newspapers
  For me, Economist.com is an essential site to visit      84%                           Online magazines
                                                                                         Reading                         39 mins                        109 mins
  Economist.com is my favourite business/current         77%                             Watching TV                              55 mins
  affairs website
  Advertising on Economist.com      46%                                                  Listening to the radio             44 mins
  is helpful and influential
                                                                                         Reading newspapers          22% 43 mins
Economist.com is highly valued and respected by its readers
for its outstanding quality and unique insight. They find                                Reading magazines               39 mins
                                                                                                                         40%
the in-depth perspective is unmatched by other publications.
                                                                                       Economist.com’s upmarket, highly-educated readers tend
                                                                                        54%
                                                                                       to be very light consumers of broadcast media. They spend
                                                                                       twice as much time online than either watching TV or listening
                                                                                       to the radio.              22%
                                                                                                                6%
                                                                                                                         40%
Reader Profile 2006 | Europe
                                                                                       54%
             UK                                      42%                                   Any air trips                                           87%

             Western Europe                                           70%                  Any domestic                            59%


Frequent Global Travellers
             Central/East Europe                   36%                                     Any international                              80%

             North America                   28%                                           Any leisure                                       81%

Core customers for premium travel services
      Domestic USA 8%                  Any business                                                                                61%

             Latin America       12%                                                       Any int’l business                   51%

         Asia flies
• One in fourPacific first class or business class
                              17%                                                          3+ int’l business trips 29%
• Average of six international business trips per year
         Middle East/Africa 16%                                                            Airline exec club member          49%
• Spend €2,100 per person on holidays                                                      Corp jet/
             Other           10%                                                           helicopter    4%
Usual class of air travel                                                          Air travel in last 12 months
           UK                                      42%                                   Any air trips                                         87%
                                                   Premium Economy
           Western Europe                                         70%                    Any domestic                             59%
                                             21%
           Central/East Europe                 36%                                       Any international                               80%

 Economy North America
            55%                          28%                                             Any leisure                                     81%

           Domestic USA    8%                                                            Any business                             61%

           Latin America     12%             24%                                         Any int’l business                 51%
                                                     First/Business
           Asia Pacific            17%                                                   3+ int’l business trips 29%

              Middle East/Africa 16%                                                     Airline exec club member           49%
Even in times of reduced travel budgets many of                                          Corp jet/
              Other         10%
Economist.com’s European readers still pay premium                                       helicopter     4%
fares to travel in greater comfort. One in four regularly
flies first class or business class.                                              Average international business trips: 6
                                                                                  Average domestic business trips: 7
                                                                                  Average international leisure trips: 3
Destinations in last 12 months                                                    Average domestic leisure trips: 5
                                        21%
  UK                                    42%                                 Any air trips                                          87%
                                                                                  Economist.com’s readers are frequent flyers. 80% have
  Western Europe                                                                  flown internationally in the last year and over half fly
                                                                            Any domestic
                                                         70%                                                          59%
           55%                                                                    internationally on business. 29% take three or more
  Central/East Europe                  36%                                        international
                                                                            Any international business trips.                 80%

  North America                  28% 24%                                    Any leisure                                            81%

  Domestic USA    8%                                                        Any business                                  61%

  Latin America      12%                                                    Any int’l business                        51%

  Asia Pacific             17%                                              3+ int’l business trips 29%

  Middle East/Africa       16%                                              Airline exec club member                49%
                                                                            Corp jet/
  Other           10%                                                       helicopter      4%

Economist.com readers travel extensively throughout the world.



                                 21%

Reader Profile 2006 | Europe
   55%
                                                                        Any business nights                               64%

                                                                        1-7 business nights               21%

                                                                        8-14 business nights 14%

                                                                        15+ business nights                     29%

                                                                        Any leisure nights                                    80%


Frequent Global Travellers                                              1-7 leisure nights

                                                                        8-14 leisure nights
                                                                                                               25%

                                                                                                               27%
Core customers for premium travel services nights
                                       15+ leisure                                                              28%

                                                                        Hotel exec club member           18%
Holiday spend per person on last trip                              Hotel nights in last 12 months
                                                                        Car rental loyalty club   12%
                                           Over €3,500               Any business nights                               64%
                                    10%
                                                                     1-7 business nights                21%

                                                                     8-14 business nights 14%
€1,500–      44%                                                     15+ business nights                      29%
€3,499
                                                                     Any leisure nights                                    80%
                                           46%
                                                    Up to €1,500     1-7 leisure nights                   25%

                                                                     8-14 leisure nights                      27%

                                                                     15+ leisure nights                       28%
Economist.com’s European readers work hard but play hard
as well, spending an average of €2,100 per person on holidays.       Hotel exec club member             18%

                                                                     Car rental loyalty club   12%

                                 10%                               Average nights on business: 20
                                                                   Average leisure nights: 15

                                                                   Economist.com readers are often away from home, either for
                                                                   business or on holiday. For luxury hoteliers they represent a
           44%                                                     premium market for high-volume, high-spending customers.


                                          46%




Reader Profile 2006 | Europe
                 Banking/Finance                                           16%       5,000+                   22%

                 Business Services                 9%                                500–4,999                    25%

                 IT/Telecoms                           10%                           Under 500                                                  53%

                 Retail/Trade/Distrib            8%

Business Decision-Makers
                 Manuf/Const/Eng                       10%

Major corporate budget-holders and strategists
      Primary/Utility 3%

                         Banking/Finance
                 Professions                                               22% 16%             5,000+                      22%

• Readers workBusiness Services
                in                    9%
        Government large multinationals
                                    11%               500–4,999
                                                   Organisational size    25%

  and small high-value organisations 10%
               IT/Telecoms
        Media Banking/Finance6%              16%     5,000+500
                                                      Under
                                               Hardware/networking equipment
                                                                        22%                                                                         53%
                                                                                                                                                  26%
• 53% are C-Level/Senior Management/Executive Software
               Retail/Trade/Distrib
              Business Services     8%9%             500–4,999                                                                                    29%
                 Other                     5%                                                                               25%
Job Title                Manuf/Const/Eng
                         IT/Telecoms                             10%                       Under 500
                                                                                     E-commerce/E-business            10%                              53%

                         Primary/Utility 3%
                         Retail/Trade/Distrib              8%                                                        readers
                                                                                          Economist.com’s European 12% work in both large
                                                                                    IT consultancy
 Professional                                              C-Level                        multinationals and small, high-value enterprises.
 or Consultant         Manuf/Const/Eng 19%
                       Professions                               10%               22% equipment/services
                                                                                    Telecoms                           13%
                     31%
                         Government
                         Primary/Utility   3%                        11%                 Decision-making
                                                                                     Banking/financial services            influence      17%

                         Media
                         Professions                  6%                            Legal Hardware/networking equipment
                                                                                   22% services                   14%                                     26%
Analyst,                                                                                   Software
                   9% Government
                      Other                                          11%             Management/strategic consultancy services                   22%         29%
Researcher                                        5%
or Economist
                                                 34%                                          E-commerce/E-business 10%
                                                                                              Hardware/networking equipment                               26%
                         7%
                         Media                      6%                                                       9%
                                                                                     Location of business premises
                                                           Senior Management
       Technical                                           or Executive                       IT consultancy
                                                                                              Software                              12%                   29%
                         Other                   5%                                  Corporate transport/travel            11%
                                                19%                                            E-commerce/E-business
                                                                                               Telecoms equipment/services       10% 13%
                           31%
Readers are high-flyers: they hold senior positions                                  Courier and parcel/freight   9%
within their organisations. Over half are C-Level, Senior                                    Banking/financial services
                                                                                             IT consultancy                         12% 17%     17%
Management or Executive, while others perform influential                            Office equipment
roles in the professions or as consultants.     19%                                           Legal services
                                                                                             Telecoms equipment/services               14%
                                                                                                                                     13%
                          31%                                                        Raw materials/energy    7%
                         9%                                                                   Management/strategic consultancy services
                                                                                            Banking/financial services                17%               22%
Industry                                                                             Management courses/executive education        20%
                                  7%                       34%                                Legal services premises 9%
                                                                                              Location of business                        14%
 Banking/Finance                                             16%       5,000+                  22%
                           9%                                                                 Corporate transport/travel 11%
                                                                                              Management/strategic consultancy services                 22%
 Business Services                     9%                              500–4,999                 25%
                                  7%                     34%                                  Courier and parcel/freight
                                                                                              Location of business premises      9% 53%
 IT/Telecoms                               10%                         Under 500
                                                                                              Office equipment
                                                                                              Corporate transport/travel            11%         17%
 Retail/Trade/Distrib             8%

 Manuf/Const/Eng                           10%
                                                                                              Raw materials/energy
                                                                                              Courier and parcel/freight   7%9%

 Primary/Utility   3%
                                                                                              Office equipment
                                                                                              Management courses/executive education            17% 20%
                                                                                           Economist.com’s readers often initiate, specify and approve
                                                                                             Raw materials/energy    7%
 Professions                                                  22%                          major business expenditures within their organisations.
 Government                                 11%                                              Management courses/executive education           20%

 Media                                                                 Hardware/networking equipment                                      26%                      Compu
                             6%

 Other                                                                 Software                                                           29%                      Compu
                          5%
Economist.com’s readers work in business and professional              E-commerce/E-business           10%                                                         E-com
occupations across the entire spectrum of industry sectors,
with a particular focus in finance and technology.                     IT consultancy                      12%                                                     IT cons
                           19%                                         Telecoms equipment/services            13%                                                  Teleco
     31%
Reader Profile 2006 | Europe
                                                                       Banking/financial services                             17%                                  Bankin
    Business Decision-Makers
                 58%                              42%



    Major corporate budget-holders and strategists
    Manage institutional funds                                                       Attended executive education course
                                                Yes


                                          14%                                                        20%


                                                                               40%
                                                                                          Yes     58%                              42%         No




                       86%                                                                           40%
                  No


%   Average: €31 million                                                             Economist.com’s readers invest heavily in their career
                                                                                     progression. 58% have attended at least one executive
    14% of Economist.com readers in Continental Europe                               education course. The average is four courses attended.
    manage institutional funds; the average fund managed
    is worth €31 million.                                                                                                   14%


                                                                                                                                                    4
    MBA/Executive MBA

                                                      Already have/currently
                                                      studying for MBA/EMBA
                                                                                                        86%
                                           20%

    Have
    considered   40%
    MBA/EMBA




                                            40%
                                                      Never considered
                                                      MBA/EMBA

    A high proportion of Economist.com’s readers already have an
    MBA/EMBA or are studying for one at the moment. A further
    40% have thought about taking a course in the future.




    Reader Profile 2006 | Europe
    Wealthy Consumers
    Sophisticated, high-profile lifestyles
     • Average household net worth: €448,000                        Luxury lifestyle
     • Lead
Any credit card active, high-profile lifestyles
                                      83%                             Second/holiday home                                 28%
     • 35% own a gold or platinum credit card
Any Platinum/Gold card                                                Stock of vintage wines                 16%
                          35%
     • 48% own a car costing €25,000 or more
                                                                      Swimming pool        6%
    Credit Card ownership
                                                                      Yacht/motor boat     3%
       Any credit card                          83%                              Second/holiday home                                28%
       Any credit card                          83%                             Second/holiday home
                                                                       Art/antiques                            15%                  28%
       Any Platinum/Gold
Stereo equipment €2,500+card   35%        44%                                    Stock of vintage wines                  16%
       Any Platinum/Gold card  35%                                              Stock
                                                                       Home gym of vintage wines 6%                     16%
Home cinema/surround TV European readers own a platinum
     35% of Economist.com’s   23%                                                Swimming pool         6%
    or gold credit card.                                                        Swimming pool
                                                                       Home sauna              5%      6%
Other TV €1,750+       10%                                                       Yacht/motor boat 3%
                                                                                Yacht/motor boat 3%
                                                                       Suit €1,000+                           14%
     Electronic goods
MP3 player                                   49%                                 Art/antiques                          15%
        Stereo equipment €2,500+                44%                             Art/antiques
                                                                       Eau de toilette/perfume €75+                   15% 38%
        Stereo equipment €2,500+
Notebook/laptop                                 44%
                                                  66%                            Home gym              6%
        Home cinema/surround TV        23%                             Pair of shoes €gym
                                                                                Home 350 +             6%      15%
        Home cinema/surround TV 23% 23%
Handheld computer/PDA                                                            Home sauna           5%
        Other TV €1,750+    10%                                                 Home
                                                                       Pen €250+ sauna 6% 5%
        Other TV €1,750+
Digital camcorder/camera 10%                      54%                            Suit €1,000+                         14%
        MP3 player                                  49%                         Suit €1,000+ 6%
                                                                       Watch €1,500+                                  14%
        MP3 player
Wireless home network                27%            49%                          Eau de toilette/perfume €75+                         38%
        Notebook/laptop                                 66%                     Eau de toilette/perfume €75+
                                                                       Jewellery €4,500+ 3%                                          38%
        Notebook/laptop
Photographic equipment €900+            35%             66%                      Pair of shoes €350 +                  15%
        Handheld computer/PDA          23%                                      Pair of reader’s high
                                                                    Economist.com’sshoes €350 + level of affluence 15% is reflected
        Handheld computer/PDA
VOIP phone            9%              23%                           in their ability €250+
                                                                                 Pen to purchase a wide range of luxury items.
                                                                                                       6%
        Digital camcorder/camera                        54%                     Pen €250+              6%
DVR     Digital camcorder/camera
                      9%                                54%                      Watch €1,500+         6%
        Wireless home network              27%                                  Watch €1,500+          6%
        Wireless home network              27%                                   Jewellery €4,500+ 3%
        Photographic equipment €900+          35%                               Jewellery €4,500+ 3%
        Photographic equipment €900+         35%
        VOIP phone          9%
        VOIP phone          9%
        DVR                 9%
        DVR                 9%

    Economist.com’s readers are avid consumers of hi-tech
    entertainment products and other gadgets. They are leading-
    edge customers who purchase the latest emerging technologies.




    Reader Profile 2006 | Europe
Wealthy Consumers
Sophisticated, high-profile lifestyles
Internet purchasing                                                       Car ownership
  Entertainment
       Entertainment                                        69% 69%    2+ cars in household
                                                                            2+ cars in household      35% 35%                             Twi

  Electronics                                        33% 33%                Intend to buy new next next 2
                                                                       Intend to buy new car incar in 2 years years         62% 62%       We
        Electronics
  Computer hardware/software
      Computer hardware/software                     34% 34%           Main car cost €25,000+
                                                                            Main car cost €25,000+               48% 48%                  Mo

  Telecoms equipment/services
        Telecoms equipment/services      19% 19%                       Own luxury brandbrand
                                                                            Own luxury                       39% 39%                      Ver

  Personal banking/investing
         Personal banking/investing                        48% 48%        Average price: €29,100                                          No
         Entertainment                                           69%        2+ cars in household research 35%
                                                                       Background product research
                                                                             Background product                               43% 43%
  OtherOther financial products
          financial products          15% 15%                             Car ownership is a good indicator of affluence. 35% of          Sco
         Electronics                                       33%              Intend to                  next 2
                                                                       Locate dealers buy new car in readersyears 26%or more62%
                                                                             Locate dealers
                                                                          Economist.com’s European            have two 26% cars,
  Online auction purchases
         Online auction purchases    14% 14%                              half own a vehicle costing €25,000 or more and 39% enjoy        Pre
         Computer hardware/software                                          Main car cost €25,000+
                                                                       Search for/purchasevehicle.                    48%
                                                           34%            driving a luxury insurance 10% 10%
                                                                             Search for/purchase insurance
                                                                                                                                          Oth
         Jewellery/lux. 3%
  Jewellery/lux. goods goods 3%
                                                                              for/
                                                                       Search Own luxury brand
         Telecoms equipment/services        19%                               Search for/
                                                                       purchase financefinance 6%   6%                39%
                                                                              purchase                                                    Cog
  Wine/spirits/groceries
         Wine/spirits/groceries 11% 11%                                   Use of Internet for car shopping
         Personal banking/investing                              48%   Price research/comparisons
                                                                             Price research/comparisons                            45% 45%
  Clothing/sporting goodsgoods          16% 16%                              Background product research                             43% Arm
         Clothing/sporting
         Other financial products         15%                          Organise test drives drives 6% 6%
                                                                             Organise test
                                                                             Locate dealers                                 26%           Oth
  Car Car                 9% 9%
      Online auction purchases             14%                         Purchase car car
                                                                             Purchase                8% 8%
                                                                             Search for/purchase insurance 10%                            Vin
       Jewellery/lux. goods readers are very comfortable
Economist.com’s European3%                                             Don't Don't use the internet for car shopping
                                                                              use the internet for car shopping         33% 33%
with buying a range of products and services online.                         Search for/
                                                                                                       6%                                 Vod
                                                                             purchase finance
       Wine/spirits/groceries        11%
                                                                            Price research/comparisons                                45% Gin
        Clothing/sporting goods                16%                                                                                        She
                                                                            Organise test drives    6%
        Car                       9%                                                                                                      Châ
                                                                            Purchase car              8%
                                                                                                                                          Cha
                                                                            Don't use the internet for car shopping           33%
                                                                                                                                          Pre
                                                                          Economist.com readers use the internet extensively
                                                                          for a variety of purposes before purchasing a vehicle.




Reader Profile 2006 | Europe
       Wealthy Consumers
       Sophisticated, high-profile lifestyles
       Sports and leisure activities                                                      Drink enjoyment
                   2+
         Photography cars in household
        69%                                              35%
                                                         34%                                Twice a week+                                 39%

33%                           buy
                    Intend to 10%new car in next 2 years
         Art/antiques                                                        62%            Weekly                         27%

34%      Theatre/cinema car cost €25,000+
                     Main                                           48%71%                  Monthly        8%

                    Own
         Concerts/opera luxury brand                        47%39%                          Very occasionally       17%

      48%Music                                                    76%                       Not at all      9%
                       Background product research                                 43%
         Fine foods/wine                                   49%                              Scotch malt whisky                       33%
                       Locate dealers                           26%
         Foreign travel for pleasure                           62%                          Premium blended Scotch        20%
                       Search for/purchase insurance 10%
         Visiting art galleries/museums                      56%                            Other whiskey/bourbon        19%
                       Search for/
                       purchase finance       6%
         Going to a health club or gym             29%                                      Cognac                                   33%
                       Price research/comparisons                                   45%
                                                                                            Armagnac 7%
         Skiing/snowboarding                        31%
                       Organise test drives   6%
                                                                                            Other brandy 13%
         Sailsports                  14%
                       Purchase car              8%
                                                                                            Vintage port         14%
         Other water sports          14%
                       Don't use the internet for car shopping      33%
                                                                                            Vodka                                        38%
         Cycling/mountain biking              25%
                                                                                            Gin                                   30%
         Golf                   9%
                                                                                            Sherry              14%
         Tennis/racket sports         17%
                                                                                            Château estate bottled wines                             52%
         Climbing/hiking                     21%
                                                                                            Champagne                              31%
         Fishing/hunting      7%
                                                                                            Premium/imported beers                28%
         Six or more activities                                     58%
                                                                                          Economist.com readers keep a well-stocked drinks cabinet
       During their leisure time, Economist.com’s readers in Europe lead                  for their own use and for entertaining.
       full, active lives. They frequently entertain or are at the sports
       club, at concerts, the theatre or opera.




       Reader Profile 2006 | Europe

				
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