2007 READER SURVEY
| Enthusiasm | |
| Readers per copy | 2.15 |
| Average time spent reading most recent issue of Spa | 81 Mins. |
| Took action as a result of reading Spa | 92.7% |
Reader Profile | |
| Female | 92.0% |
| Male | 8.0% |
| Median Age | 42 years |
| Average HH income | $127,650 |
| Average net worth | $612,280 |
| Attended College | 87.8% |
| Four-year degree+ | 61.6% |
| Own Primary Residence | 74.8% |
| Professional/Managerial | 60.1% |
Health | |
| Take vitamins/nutritional supplements daily | 82.0% |
| Use/purchase soy products | 40.1% |
| Of readers planning to
purchase/lease a vehicle in
next 12 months; those that
plan to purchase a hybrid
vehicle | 37.2% |
Activities | |
| Walking | 75.2% |
| Weight Training | 38.3% |
| Yoga | 31.0 |
| Hiking | 26.8% |
| Aerobics | 28.8% |
| Pilates | 21.0% |
| Biking | 23.5% |
| Swimming | 32.7% |
| Jogging/Running | 17.9% |
| Snow Skiing/Boarding | 10.4% |
| Golf | 11.3% |
Travel | |
| Own a valid passport | 70.4% |
| Took a cruise in the past 3 years | 31.0% |
| Plan to take a cruise in the next 2 years | 36.1% |
Destinations traveled in past three years |
Domestic | |
| Los Angeles/San Diego | 44.4% |
| New York | 38.0% |
| San Francisco/Napa | 31.3% |
| Phoenix/Scottsdale | 26.0% |
| Chicago | 24.5% |
| Miami | 22.6% |
| Atlanta | 21.1% |
| Hawaii | 19.5% |
| Dallas | 15.7% |
International | |
| Caribbean | 27.6% |
| Canada | 19.5% |
| Europe | 21.6% |
| Mexico | 27.6% |
| Central/S.America | 7.0% |
| Asia | 6.1% |
| Bermuda | 3.5% |
| Australia/New Zealand | 3.4% |
| South Pacific | 3.4% |
Plan to visit in next three years |
Domestic | |
| Los Angeles/San Diego | 31.0% |
| New York | 27.3% |
| San Francisco/Napa | 32.2% |
| Phoenix/Scottsdale | 19.8% |
| Chicago | 17.3% |
| Miami | 15.4% |
| Atlanta | 8.9% |
| Hawaii | 32.6% |
| Dallas | 7.10% |
International | |
| Caribbean | 35.7% |
| Canada | 17.0% |
| Europe | 33.6% |
| Mexico | 25.1% |
| Central/S.America | 12.2% |
| Asia | 9.7% |
| Bermuda | 11.7% |
| Australia/New Zealand | 15.1% |
| South Pacific | 10.0% |
Source: Walker Communications, Survey of Readers, September 2007.
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