READER SURVEY
In August 2005, we published a reader survey in our print newspaper, and from those responses formed a pretty good snapshot of who was reading The Observer. Even though we no longer print the monthly newspaper, we've kept this data for its curiousity value. Or something.
An affluent readership
20% of total respondents earn $50,000–75,000 per year, with another
25% earning $75,000 or more per year (including 12% who earn more than $100,000)
Who are not just in Minneapolis
78% of respondents live in Minneapolis
7% in St. Paul, and
16% in the suburbs
Mature citizens of all ages
Observer readers run the gamut from young adults to senior citizens, with a concentration in the 36 to 59 age range (at 50%), another 30% are younger (ages 18–35), and 20% are aged 60 and over.
Influential people, engaged in the civic and cultural life of the city
27% are members of a community, neighborhood, or other nonprofit board of directors
50% have worked on a political campaign in the last 4 years
71% are members of public radio or television
35% work in professional-managerial positions
With a strong independent streak
30% indicated they are members of the Greens, Independence, or other third party
15% indicated that they were self-employed, and
21% said they work at home (this would include the self-employed, as well as others)
A highly educated readership . . .
82% have four years or more of college, including 43% with more than four years, another 18% have a two-year associate’s degree or some college education
Who don’t stop learning . . .
45% continue to take classes, many at multiple venues*—including community education (12%), college continuing education programs (16%), or smaller organizations (33%)
* since some checked more than one, the total pecentages equal more than 45
71% attend lectures or readings 2 or more times per year
Or reading—and buying books
58% have bought 5 or more books in the last six months, while
30% have bought 2 to 4 books in that time
Homeowners who spend money on their property (including their gardens)
68% own their own home
43% have spent $1000 or more on home improvements in the last year, with 9% having spent more than $10,000
47% have spent more than $75 on garden supplies in the last 6 months, with 29% having spent more than $150
Socially conscious consumers . . .
87% say they prefer to support local independent businesses
64% said they were influenced by a business’s social or ecological responsibility
41% were influenced by a business’s support for local causes and events
Who are looking for good value
While low prices are important to 60% of respondents, most who checked this also checked other categories, such as:
• unique, hard-to-find products (33% of total), and
• high quality (46%)
While the large selection available at big-box retailers was important to only 23%
A surprising number buy original art
43% have purchased some original art in the past year
And most buy music CDs
81% are buyers of music CDs, with 36% buying 6 or more in a year (including 12% who buy 12 or more/year), and another 44% buy 1 to 5/year
Their grocery-buying habits reveal a value-conscious yet values-based consumer
Few of our readers get all their groceries from one type of store, but some interesting trends have emerged:
62% shop at large warehouse stores for their groceries, yet this number was topped by
67% who shop at co-ops;
40% like high-end grocery stores such as Lunds, Byerly’s, and Kowalski’s
42% go to farmers’ markets
31% buy organic as much as they can
Our readers get around—to restaurants, theaters, and concerts
Restaurants
86% go out to eat once a month or more, with
43% going out to eat at least once a week
Theater
68% go to live theater once a year or more, with 21% going 4 or more times/year and 12% holding season tickets
Another 31% go when they can score cheap tickets, so theaters who have rush lines and other bargains would do well to advertise them here!
Music
69% attend live music once or more often per year, with 25% going 4 or more times and 9% holding season tickets
27% would like to go more often, if they could get cheap tickets
Eclectic musical tastes are reflected in public radio memberships
71% of our survey respondents indicated that they belonged to public radio or television, with most checking more than one membership—
34% belong to KFAI, indicating a preference for alternative news and world music
16% belong to the jazz and traffic/public schools station KBEM
21% belong to classical MPR-KSJN, and 9% used to be members of WCAL (some of whom now belong to KSJN, but not all)
32% belong to either MPR’s The Current (22%) or Radio K/KUOM (6%), or KMOJ (4%), indicating a preference for urban contemporary music
They are health-conscious consumers of both conventional and alternative health products and services
36% visit an alternative practitioner or chiropractor
53% buy nutritional supplements
36% buy herbal remedies, and
11% buy homeopathic products
They’re physically active, especially in the outdoors
90% are engaged in some regular physical activity—
69% are walkers or hikers
57% are bike riders
22% say swimming is their preferred activity
15% are joggers
13% like to ski
5% are rollerbladers, and
35% selected “other,” some specifying sailing, snowshoeing, and membership to the Y
And they are enthusiastic readers of The Observer, as evidenced by comments written on the survey forms!
“Great Work! Thanks!”
“Great newspaper! I look forward to it each month!”
“I just want to say I love your paper! Excellent local coverage! I love your coverage of local city documents. They’re quite enlightening!”
“I always read the Observer! Better than mainstream press for local issues.”
“Thanks for supporting NEMAA/Art-a-Whirl”
“Keep up the good work—one of the best papers around! A very good community resource. Thanks!”
“First time reader. Appreciate all the good, informative articles. Doing a great job!”
“This is a great publication! Long may you run!”
“I love this paper!”
“Thanks! You all are doing a great job.”
“Thank you! Thank you!”
