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 read The Observer. Even though we are no longer printing the monthly newspaper, we believe that these responses will give you a sense of who our most loyal readers are.
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!”
