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.