AVC Reader Census

 

28% In the suburbs (n=888)
60% In a major city (n=1,929)
8% In a rural area (n=247)
4% Skipped (n=140)
(n=3,204 for this question)

43% In the suburbs (n=172,394)
36% In a major city (n=144,492)
16% In a rural area (n=66,438)
5% Skipped (n=20,369)
(n=403,693 for this question)

 

8% Not very well-travelled (n=228)
29% Moderate travellers (n=832)
61% Well-travelled (n=1,757)
3% Skipped (n=81)
(n=2,898 for this question)

24% Not very well-travelled (n=15,841)
42% Moderate travellers (n=28,363)
32% Well-travelled (n=21,087)
2% Skipped (n=1,561)
(n=66,852 for this question)

 

86% Male (n=2,440)
12% Female (n=350)
2% Skipped (n=56)
(n=2,846 for this question)

40% Male (n=840,120)
56% Female (n=1,174,945)
4% Skipped (n=83,063)
(n=2,098,128 for this question)

 

70% Yes (n=1,998)
28% Don't use Twitter (n=796)
1% Don't know what Twitter is (n=19)
2% Skipped (n=49)
(n=2,862 for this question)

40% Yes (n=40,381)
55% Don't use Twitter (n=55,171)
3% Don't know what Twitter is (n=2,777)
1% Skipped (n=1,378)
(n=99,707 for this question)

 

9% Vegetarian (n=247)
89% Non-vegetarian (n=2,481)
1% Vegan (n=25)
2% Skipped (n=48)
(n=2,801 for this question)

8% Vegetarian (n=14,179)
89% Non-vegetarian (n=154,343)
2% Vegan (n=2,669)
1% Skipped (n=1,425)
(n=172,616 for this question)

 

74% North American (n=2,067)
1% South American (n=31)
1% African (n=22)
5% Asian (n=130)
2% Australian (n=45)
16% European (n=443)
2% Skipped (n=53)
(n=2,791 for this question)

66% North American (n=238,545)
3% South American (n=11,078)
1% African (n=4,490)
6% Asian (n=23,452)
3% Australian (n=11,494)
17% European (n=60,126)
3% Skipped (n=11,986)
(n=361,171 for this question)

 

17% Drive a truck / SUV (n=492)
36% Drive a sedan (n=1,040)
7% Drive a station wagon (n=209)
8% Drive a sports car (n=221)
30% Don't have a car (n=874)
2% Skipped (n=52)
(n=2,888 for this question)

19% Drive a truck / SUV (n=10,116)
46% Drive a sedan (n=23,878)
6% Drive a station wagon (n=3,123)
8% Drive a sports car (n=4,400)
17% Don't have a car (n=9,108)
3% Skipped (n=1,435)
(n=52,060 for this question)

 

50% Politically liberal (n=1,426)
16% Politically conservative (n=457)
31% Middle-of-the-road politically (n=876)
3% Skipped (n=76)
(n=2,835 for this question)

28% Politically liberal (n=215,399)
18% Politically conservative (n=140,210)
39% Middle-of-the-road politically (n=303,900)
15% Skipped (n=114,997)
(n=774,506 for this question)

 

40% Mac person (n=1,136)
33% PC person (n=950)
25% Neither (n=714)
2% Skipped (n=44)
(n=2,844 for this question)

26% Mac person (n=56,826)
49% PC person (n=105,476)
22% Neither (n=47,237)
3% Skipped (n=6,296)
(n=215,835 for this question)

 

22% Like to fit in (n=607)
72% Like to make their own mark (n=1,988)
6% Skipped (n=155)
(n=2,750 for this question)

32% Like to fit in (n=38,969)
61% Like to make their own mark (n=73,424)
7% Skipped (n=8,879)
(n=121,272 for this question)

 

51% Environmentalists (n=1,399)
46% Non-environmentalists (n=1,262)
3% Skipped (n=75)
(n=2,736 for this question)

45% Environmentalists (n=54,260)
46% Non-environmentalists (n=55,559)
8% Skipped (n=10,022)
(n=119,841 for this question)

 

8% Rough financial situation (n=224)
39% Adequate financial situation (n=1,069)
35% Solid financial situation (n=971)
15% Very good financial position (n=399)
3% Skipped (n=81)
(n=2,744 for this question)

17% Rough financial situation (n=12,187)
46% Adequate financial situation (n=32,858)
24% Solid financial situation (n=17,093)
8% Very good financial position (n=5,439)
5% Skipped (n=3,215)
(n=70,792 for this question)

 

9% Students (n=235)
72% Employed full-time (n=1,965)
4% Employed part-time (n=106)
1% Retired (n=38)
4% Not employed & not looking (n=120)
6% Not employed but looking (n=165)
3% Skipped (n=86)
(n=2,715 for this question)

20% Students (n=17,929)
59% Employed full-time (n=52,560)
6% Employed part-time (n=5,066)
2% Retired (n=2,037)
4% Not employed & not looking (n=3,635)
6% Not employed but looking (n=5,221)
3% Skipped (n=2,243)
(n=88,691 for this question)

 

33% Trendy (n=874)
62% Classically styled (n=1,650)
5% Skipped (n=124)
(n=2,648 for this question)

29% Trendy (n=13,140)
64% Classically styled (n=28,995)
7% Skipped (n=3,222)
(n=45,357 for this question)

 

1% Under 18 (n=30)
54% 18-34 (n=1,432)
34% 35-49 (n=897)
8% 50-64 (n=207)
1% 65 or older (n=29)
0% Did not give age (n=7)
2% Skipped (n=40)
(n=2,642 for this question)

10% Under 18 (n=35,661)
52% 18-34 (n=187,173)
24% 35-49 (n=86,687)
9% 50-64 (n=33,314)
2% 65 or older (n=5,387)
1% Did not give age (n=5,073)
1% Skipped (n=4,508)
(n=357,803 for this question)

 

65% Married or similar relationship (n=1,682)
33% Not married (n=870)
2% Skipped (n=50)
(n=2,602 for this question)

55% Married or similar relationship (n=92,979)
41% Not married (n=69,597)
3% Skipped (n=5,617)
(n=168,193 for this question)

 

1% Prefer romance novels (n=22)
12% Prefer mystery novels (n=319)
4% Prefer dramatic novels (n=115)
8% Prefer classic novels (n=203)
14% Prefer sci-fi / fantasy books (n=369)
55% Prefer non-niction books (n=1,436)
5% Skipped (n=138)
(n=2,602 for this question)

4% Prefer romance novels (n=2,706)
19% Prefer mystery novels (n=11,986)
8% Prefer dramatic novels (n=5,216)
10% Prefer classic novels (n=6,169)
25% Prefer sci-fi / fantasy books (n=16,337)
28% Prefer non-niction books (n=17,914)
7% Skipped (n=4,374)
(n=64,702 for this question)

 

41% Know only one language (n=1,038)
50% Know 2-3 languages (n=1,276)
7% Know 4 or more languages (n=183)
1% Skipped (n=37)
(n=2,534 for this question)

50% Know only one language (n=45,686)
44% Know 2-3 languages (n=39,859)
4% Know 4 or more languages (n=4,066)
1% Skipped (n=977)
(n=90,588 for this question)

 

45% Live in a house (n=1,137)
51% Live in an apartment (n=1,297)
2% Traveling nomad (n=50)
2% Skipped (n=45)
(n=2,529 for this question)

59% Live in a house (n=30,985)
37% Live in an apartment (n=19,272)
2% Traveling nomad (n=1,208)
2% Skipped (n=1,158)
(n=52,623 for this question)

 

21% Wear cologne/perfume daily (n=519)
31% Wear cologne/perfume occasionally (n=780)
47% Never wear cologne/perfume (n=1,176)
2% Skipped (n=43)
(n=2,518 for this question)

25% Wear cologne/perfume daily (n=9,624)
40% Wear cologne/perfume occasionally (n=15,188)
34% Never wear cologne/perfume (n=12,974)
1% Skipped (n=410)
(n=38,196 for this question)

 

50% I am among the first to adopt the latest technology, even at a premium price (n=1,226)
48% Not an early-adopter of technology (n=1,164)
2% Skipped (n=57)
(n=2,447 for this question)

29% I am among the first to adopt the latest technology, even at a premium price (n=22,984)
68% Not an early-adopter of technology (n=53,180)
3% Skipped (n=2,230)
(n=78,394 for this question)

 

55% Have a blog/website (n=1,358)
43% Do not have a blog/website (n=1,053)
2% Skipped (n=37)
(n=2,448 for this question)

35% Have a blog/website (n=121,679)
63% Do not have a blog/website (n=220,199)
3% Skipped (n=9,667)
(n=351,545 for this question)

 

89% Very comfortable using technology (n=2,175)
9% Average comfort with technology (n=219)
0% Not comfortable with technology (n=10)
1% Skipped (n=35)
(n=2,439 for this question)

83% Very comfortable using technology (n=52,001)
16% Average comfort with technology (n=10,007)
1% Not comfortable with technology (n=545)
1% Skipped (n=478)
(n=63,031 for this question)

 

12% Shop at discount/mass merchants (n=304)
44% Shop at chain stores (n=1,079)
22% Shop at one-of-a-kind stores (n=533)
17% Shop at high-end retailers (n=428)
5% Skipped (n=122)
(n=2,466 for this question)

20% Shop at discount/mass merchants (n=14,303)
51% Shop at chain stores (n=36,821)
13% Shop at one-of-a-kind stores (n=9,385)
12% Shop at high-end retailers (n=8,418)
5% Skipped (n=3,597)
(n=72,524 for this question)

 

67% Prepared at home (n=1,558)
31% Eat most meals from restaurants (n=726)
2% Skipped (n=53)
(n=2,337 for this question)

72% Prepared at home (n=236,613)
25% Eat most meals from restaurants (n=83,484)
3% Skipped (n=9,543)
(n=329,640 for this question)

 

15% Religious (n=174)
58% Not religious (n=662)
26% Spiritual, but not religious (n=303)
0% Skipped (n=5)
(n=1,144 for this question)

18% Religious (n=12,540)
48% Not religious (n=33,636)
33% Spiritual, but not religious (n=23,448)
2% Skipped (n=1,098)
(n=70,722 for this question)

 

8% Wear makeup everyday (n=85)
6% Wear makeup on occasion (n=64)
5% Wear makeup rarely (n=50)
82% Never wear makeup (n=904)
1% Skipped (n=6)
(n=1,109 for this question)

19% Wear makeup everyday (n=7,725)
12% Wear makeup on occasion (n=5,002)
8% Wear makeup rarely (n=3,144)
59% Never wear makeup (n=24,541)
2% Skipped (n=881)
(n=41,293 for this question)

 

47% Rent their home (n=509)
52% Own their home (n=562)
2% Skipped (n=20)
(n=1,091 for this question)

39% Rent their home (n=54,091)
53% Own their home (n=72,626)
8% Skipped (n=10,362)
(n=137,079 for this question)

 

58% Dry skin (n=618)
35% Oily skin (n=368)
7% Skipped (n=71)
(n=1,057 for this question)

49% Dry skin (n=13,788)
43% Oily skin (n=12,025)
7% Skipped (n=2,055)
(n=27,868 for this question)

 

8% Play computer games daily (n=86)
15% Frequently play computer games (n=166)
35% Occasionally play computer games (n=376)
42% Rarely/never play computer games (n=450)
0% Skipped (n=5)
(n=1,083 for this question)

16% Play computer games daily (n=16,364)
23% Frequently play computer games (n=22,645)
34% Occasionally play computer games (n=33,349)
26% Rarely/never play computer games (n=26,229)
1% Skipped (n=722)
(n=99,309 for this question)

 

62% Have a brokerage account (n=667)
38% Do not have a brokerage account (n=410)
1% Skipped (n=7)
(n=1,084 for this question)

26% Have a brokerage account (n=4,865)
69% Do not have a brokerage account (n=13,128)
5% Skipped (n=922)
(n=18,915 for this question)

 

44% Rarely get sick (n=468)
53% Get sick as much as is average (n=569)
3% Get sick more than average (n=28)
1% Skipped (n=8)
(n=1,073 for this question)

31% Rarely get sick (n=3,871)
60% Get sick as much as is average (n=7,640)
8% Get sick more than average (n=983)
1% Skipped (n=179)
(n=12,673 for this question)

 

31% Use cookbooks (n=326)
44% Make up recipes on the fly (n=460)
7% Follow recipes on the box (n=73)
17% Do not cook (n=177)
2% Skipped (n=18)
(n=1,054 for this question)

32% Use cookbooks (n=14,379)
39% Make up recipes on the fly (n=17,856)
12% Follow recipes on the box (n=5,564)
14% Do not cook (n=6,490)
3% Skipped (n=1,308)
(n=45,597 for this question)

 

19% Car is part of who they are (n=201)
49% Car is utilitarian (n=523)
2% Car is used for work (n=26)
28% Don't have a car (n=300)
1% Skipped (n=9)
(n=1,059 for this question)

27% Car is part of who they are (n=12,509)
52% Car is utilitarian (n=23,978)
4% Car is used for work (n=1,863)
15% Don't have a car (n=7,072)
2% Skipped (n=970)
(n=46,392 for this question)

 

47% Exercise to get stronger (n=492)
14% Exercise to control weight (n=143)
12% Exercise to lose weight (n=126)
26% Don't exercise (n=268)
1% Skipped (n=12)
(n=1,041 for this question)

30% Exercise to get stronger (n=9,895)
15% Exercise to control weight (n=4,958)
17% Exercise to lose weight (n=5,702)
34% Don't exercise (n=11,149)
3% Skipped (n=957)
(n=32,661 for this question)

 

29% Most desire wealth (n=310)
34% Most desire a family (n=356)
17% Want to "give back" to community (n=181)
16% Most desire prestige (n=165)
5% Skipped (n=50)
(n=1,062 for this question)

31% Most desire wealth (n=15,691)
33% Most desire a family (n=16,879)
16% Want to "give back" to community (n=8,190)
13% Most desire prestige (n=6,890)
7% Skipped (n=3,721)
(n=51,371 for this question)

 

43% Love seafood (n=428)
39% Enjoy seafood (n=393)
3% Like only fried seafood (n=27)
14% Don't like seafood (n=138)
1% Skipped (n=9)
(n=995 for this question)

35% Love seafood (n=13,311)
42% Enjoy seafood (n=15,970)
4% Like only fried seafood (n=1,519)
17% Don't like seafood (n=6,388)
1% Skipped (n=439)
(n=37,627 for this question)

 

60% No children in the household (n=602)
12% One child in the household (n=117)
19% 2 children in the household (n=189)
6% 3 children in the household (n=56)
2% 4+ children in the household (n=19)
1% Skipped (n=13)
(n=996 for this question)

62% No children in the household (n=80,784)
14% One child in the household (n=18,369)
13% 2 children in the household (n=16,633)
5% 3 children in the household (n=7,105)
3% 4+ children in the household (n=3,261)
3% Skipped (n=3,445)
(n=129,597 for this question)

 

45% Think global warming is a grave concern (n=448)
31% Think global warming is manageable (n=311)
13% Think global warming isn't a big problem (n=127)
10% Think global warming is a scam (n=102)
1% Skipped (n=14)
(n=1,002 for this question)

45% Think global warming is a grave concern (n=27,153)
24% Think global warming is manageable (n=14,489)
15% Think global warming isn't a big problem (n=9,310)
12% Think global warming is a scam (n=7,351)
4% Skipped (n=2,257)
(n=60,560 for this question)

 

19% Watch little to no TV (n=195)
26% Watch an hour or less of TV/day (n=273)
27% Watch 1-2 hours of TV/day (n=278)
18% Watch 2-4 hours of TV/day (n=183)
9% Watch 4+ hours of TV/day (n=97)
1% Skipped (n=6)
(n=1,032 for this question)

14% Watch little to no TV (n=12,150)
17% Watch an hour or less of TV/day (n=14,717)
25% Watch 1-2 hours of TV/day (n=22,157)
23% Watch 2-4 hours of TV/day (n=20,528)
20% Watch 4+ hours of TV/day (n=17,741)
2% Skipped (n=1,604)
(n=88,897 for this question)

 

19% Have a dog(s) (n=186)
11% Have a cat(s) (n=112)
6% Have both a cat and a dog (n=60)
3% Have a pet other than dog/cat (n=26)
60% Have no pets (n=582)
1% Skipped (n=8)
(n=974 for this question)

25% Have a dog(s) (n=43,512)
16% Have a cat(s) (n=28,787)
13% Have both a cat and a dog (n=22,750)
5% Have a pet other than dog/cat (n=8,460)
39% Have no pets (n=68,997)
2% Skipped (n=3,241)
(n=175,747 for this question)

 

11% Somewhat adventurous eater (n=104)
83% Adventurous eater (n=807)
2% Not an adventurous eater (n=15)
5% Skipped (n=51)
(n=977 for this question)

22% Somewhat adventurous eater (n=7,949)
69% Adventurous eater (n=25,321)
3% Not an adventurous eater (n=991)
7% Skipped (n=2,457)
(n=36,718 for this question)

 

54% Handy around the house (n=505)
46% Not handy around the house (n=431)
1% Skipped (n=6)
(n=942 for this question)

56% Handy around the house (n=184,402)
40% Not handy around the house (n=131,453)
4% Skipped (n=12,354)
(n=328,209 for this question)

 

43% Have changed a spark plug (n=399)
57% Haven't changed a spark plug (n=526)
0% Skipped (n=4)
(n=929 for this question)

36% Have changed a spark plug (n=537,096)
55% Haven't changed a spark plug (n=812,018)
9% Skipped (n=131,746)
(n=1,480,860 for this question)