Demographics: Technology

	All Ages		Age
Computer Ownership	RJ Readers	U.S. Average	35-54
Own a personal computer	69.7%	2 times	96.3%
Are considering buying a PC in the next year	40.8%	NA	47.2%
Used the Internet in the last 30 days	71.4%	3 times	94.3%
Subscribe to an online service	60.0%	NA	83.2%

Computer Usage
On average, 2.2 household members (and 3.0 household members of readers age 35-54) use a computer at home
Use it for telecommunications, news, and information services	70.1%	NA	76.9%
Use it for personal financial management	54.3%	NA	51.9%
Use it for education	38.6%	NA	61.5%
Purchase items through the Internet	33.7%	NA	55.6%
Plan to take a computer course this year	29.9%	NA	28.3%

Electronic Ownership
Video cassette recorder (VCR)	87.5%	1.3 times	92.6%
Stereo	83.7%	NA	92.6%
Cellular telephone	68.5%	2.5 times	77.8%
Camcorder	35.9%	2 times	55.6%
Telephone pager/beeper	25.0%	1.5 times	48.1%
Laserdisc player	11.4%	3.5 times	11.1%
DVD player	6.0%	NA	7.4%

Note: Reform Judaism readers are twice as likely to own a personal computer, and 3 times more likely to have used the Internet this past month. One out of 3 readers buy items through the Internet; and 40.8% are considering purchasing a computer this year. Plus, they are 2.5 times more likely to own a cellular telephone and 3.5 times more likely to have a laserdisc player. They represent a prime audience for advertisers seeking sophisticated buyers of computers and technology for the home environment.

Source:

1999 MRI Reader Profile Survey

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