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Demographics: Sophisticated Living

Culture & Hobbies

  • New York Times Readership
    • 39.5% of RJ readers (from all over the U.S.) read at least 3 of 4 issues of The New York Times
    • 47.2% of RJ readers with HHI $100K+ read at least 3 of 4 issues of The New York Times
       
  • Sports
    • 16.9% went boating in the last 12 months (2.5 times the U.S. average)
    • 15.1% played golf (1.3 times the U.S. average) and they are 2 times as likely to play 2 or more times per week
    • 8.7% played tennis (2 times the U.S. average) and they are 2 times as likely to play 2 or more times per week
       
  • Museum Attendance
    • 69.2% attend museums at least once a year (4.5 times the U.S. average)
    • They are 5 times as likely to go to a museum 2-3 times per month
       
  • Photography
    • 37.8% engage in photography as a hobby (3.5 times the U.S. average)
    • 75.5% participate more than once a month
       
  • Music
    • 12.2% play a musical instrument (1.5 times the U.S. average)

Wine & Other Alcoholic Beverages

  • 59.0% drank dinner/table wine last week (4 times the U.S. average)
  • 57.4% drank bottled water/seltzer last week (2.5 times the U.S. average)
  • 5.5% drank a specialty wine/aperitif last week (7 times the U.S. average)
  • 18.3% drank vodka in the last 30 days (2.5 times the U.S. average)
  • 12.4% drank gin in the last 30 days (3 times the U.S. average)
  • 10.2% drank scotch in the last 30 days (3 times the U.S. average)
  • 73.3% always order drinks by brand name

Long-Distance Calling

  • 48.5% made 16+ long-distance calls in the last 30 days (3.5 times the U.S. average)
  • Mean number of long-distance calls: 23
  • 9.9% made 4+ international calls in the last 30 days (4.5 times the U.S. average)

Note: 40% of Reform Judaism readers (from throughout the U.S. and Canada) regularly read The New York Times. They make international calls 4.5 times more than the average American, and are 7 times more likely to drink specialty wines/aperitifs. They represent a highly desirable readership for marketers seeking a sophisticated and cultured audience.

Source: 
1999 MRI Reader Profile Study