AVC Reader Census

 

29% Suburban (n=721)
61% Urban (n=1,532)
7% Rural (n=178)
4% Skipped (n=89)
(n=2,520 for this question)

44% Suburban (n=117,670)
37% Urban (n=100,338)
15% Rural (n=40,508)
4% Skipped (n=11,426)
(n=269,942 for this question)

 

7% Not very well-travelled (n=157)
28% Moderate travellers (n=647)
63% Well-travelled (n=1,435)
2% Skipped (n=49)
(n=2,288 for this question)

23% Not very well-travelled (n=12,267)
43% Moderate travellers (n=23,361)
32% Well-travelled (n=17,218)
2% Skipped (n=1,114)
(n=53,960 for this question)

 

87% Male (n=1,977)
12% Female (n=266)
1% Skipped (n=31)
(n=2,274 for this question)

40% Male (n=696,594)
56% Female (n=987,297)
4% Skipped (n=77,664)
(n=1,761,555 for this question)

 

71% Use Twitter (n=1,616)
28% Don't use Twitter (n=628)
1% Don't know what Twitter is (n=13)
1% Skipped (n=25)
(n=2,282 for this question)

42% Use Twitter (n=34,828)
54% Don't use Twitter (n=45,278)
3% Don't know what Twitter is (n=2,301)
1% Skipped (n=1,081)
(n=83,488 for this question)

 

9% Vegetarian (n=195)
89% Not a vegetarian (n=1,998)
1% Vegan (n=19)
1% Skipped (n=27)
(n=2,239 for this question)

8% Vegetarian (n=10,881)
90% Not a vegetarian (n=118,945)
1% Vegan (n=1,917)
1% Skipped (n=1,059)
(n=132,802 for this question)

 

74% North American (n=1,662)
1% South American (n=23)
1% African (n=13)
5% Asian (n=104)
2% Australian (n=39)
16% European (n=365)
2% Skipped (n=35)
(n=2,241 for this question)

61% North American (n=145,811)
3% South American (n=7,690)
2% African (n=3,606)
6% Asian (n=15,482)
4% Australian (n=9,661)
21% European (n=49,415)
3% Skipped (n=7,690)
(n=239,355 for this question)

 

17% Drive a truck / SUV (n=398)
36% Drive a sedan (n=837)
7% Drive a station wagon (n=167)
8% Drive a sports car (n=180)
30% Don't have a car (n=708)
1% Skipped (n=33)
(n=2,323 for this question)

19% Drive a truck / SUV (n=8,727)
47% Drive a sedan (n=20,915)
6% Drive a station wagon (n=2,685)
8% Drive a sports car (n=3,751)
17% Don't have a car (n=7,624)
3% Skipped (n=1,244)
(n=44,946 for this question)

 

51% Politically liberal (n=1,159)
16% Politically conservative (n=359)
31% Middle-of-the-road politically (n=703)
2% Skipped (n=51)
(n=2,272 for this question)

27% Politically liberal (n=172,419)
18% Politically conservative (n=119,474)
40% Middle-of-the-road politically (n=258,021)
15% Skipped (n=98,071)
(n=647,985 for this question)

 

41% Mac person (n=928)
33% PC person (n=750)
25% Neither (n=568)
1% Skipped (n=29)
(n=2,275 for this question)

31% Mac person (n=29,635)
46% PC person (n=44,741)
21% Neither (n=20,450)
2% Skipped (n=1,990)
(n=96,816 for this question)

 

22% Like to fit in (n=492)
72% Like to make their own mark (n=1,607)
5% Skipped (n=120)
(n=2,219 for this question)

32% Like to fit in (n=35,105)
60% Like to make their own mark (n=65,645)
7% Skipped (n=7,995)
(n=108,745 for this question)

 

51% Environmentalists (n=1,138)
46% Non-environmentalists (n=1,022)
2% Skipped (n=54)
(n=2,214 for this question)

45% Environmentalists (n=47,908)
46% Non-environmentalists (n=48,496)
9% Skipped (n=9,428)
(n=105,832 for this question)

 

8% Rough financial situation (n=175)
39% Adequate financial situation (n=862)
35% Solid financial situation (n=774)
15% Very good financial position (n=325)
3% Skipped (n=55)
(n=2,191 for this question)

18% Rough financial situation (n=10,927)
47% Adequate financial situation (n=29,202)
24% Solid financial situation (n=14,852)
7% Very good financial position (n=4,643)
4% Skipped (n=2,647)
(n=62,271 for this question)

 

8% Students (n=175)
74% Employed full-time (n=1,630)
4% Employed part-time (n=82)
1% Retired (n=30)
4% Not employed & not looking (n=99)
6% Not employed but looking (n=130)
3% Skipped (n=62)
(n=2,208 for this question)

20% Students (n=15,540)
61% Employed full-time (n=46,457)
5% Employed part-time (n=4,024)
2% Retired (n=1,682)
4% Not employed & not looking (n=2,886)
6% Not employed but looking (n=4,234)
2% Skipped (n=1,813)
(n=76,636 for this question)

 

33% Trendy (n=698)
63% Classically styled (n=1,347)
5% Skipped (n=97)
(n=2,142 for this question)

29% Trendy (n=9,907)
64% Classically styled (n=22,081)
7% Skipped (n=2,305)
(n=34,293 for this question)

 

1% Under 18 (n=22)
54% 18-34 (n=1,142)
35% 35-49 (n=754)
8% 50-64 (n=162)
1% 65 or older (n=19)
0% Did not give age (n=6)
1% Skipped (n=26)
(n=2,131 for this question)

9% Under 18 (n=19,508)
54% 18-34 (n=118,353)
24% 35-49 (n=52,233)
10% 50-64 (n=20,955)
2% 65 or older (n=3,574)
1% Did not give age (n=2,598)
1% Skipped (n=2,395)
(n=219,616 for this question)

 

65% Married or similar relationship (n=1,382)
33% Not married (n=694)
2% Skipped (n=34)
(n=2,110 for this question)

55% Married or similar relationship (n=82,550)
42% Not married (n=62,345)
3% Skipped (n=5,102)
(n=149,997 for this question)

 

1% Prefer romance novels (n=12)
13% Prefer mystery novels (n=271)
4% Prefer dramatic novels (n=92)
8% Prefer classic novels (n=173)
14% Prefer sci-fi / fantasy books (n=291)
55% Prefer non-niction books (n=1,179)
5% Skipped (n=107)
(n=2,125 for this question)

4% Prefer romance novels (n=2,205)
18% Prefer mystery novels (n=10,069)
8% Prefer dramatic novels (n=4,509)
10% Prefer classic novels (n=5,266)
25% Prefer sci-fi / fantasy books (n=13,518)
28% Prefer non-niction books (n=15,146)
7% Skipped (n=3,805)
(n=54,518 for this question)

 

41% Know only one language (n=856)
50% Know 2-3 languages (n=1,039)
7% Know 4 or more languages (n=149)
1% Skipped (n=25)
(n=2,069 for this question)

49% Know only one language (n=36,349)
46% Know 2-3 languages (n=34,362)
5% Know 4 or more languages (n=3,441)
1% Skipped (n=620)
(n=74,772 for this question)

 

45% Live in a house (n=937)
51% Live in an apartment (n=1,059)
2% Traveling nomad (n=43)
1% Skipped (n=28)
(n=2,067 for this question)

58% Live in a house (n=22,698)
38% Live in an apartment (n=14,738)
2% Traveling nomad (n=764)
2% Skipped (n=805)
(n=39,005 for this question)

 

21% Wear cologne/perfume daily (n=428)
30% Wear cologne/perfume occasionally (n=628)
48% Never wear cologne/perfume (n=984)
1% Skipped (n=26)
(n=2,066 for this question)

26% Wear cologne/perfume daily (n=7,152)
39% Wear cologne/perfume occasionally (n=10,975)
34% Never wear cologne/perfume (n=9,611)
1% Skipped (n=261)
(n=27,999 for this question)

 

51% Early-adopter of technology (n=1,041)
47% Not an early-adopter of technology (n=944)
2% Skipped (n=41)
(n=2,026 for this question)

29% Early-adopter of technology (n=19,665)
68% Not an early-adopter of technology (n=45,562)
3% Skipped (n=1,688)
(n=66,915 for this question)

 

54% Have a blog/website (n=1,089)
45% Do not have a blog/website (n=906)
1% Skipped (n=22)
(n=2,017 for this question)

35% Have a blog/website (n=81,233)
63% Do not have a blog/website (n=144,364)
2% Skipped (n=5,046)
(n=230,643 for this question)

 

90% Very comfortable using technology (n=1,816)
9% Average comfort with technology (n=178)
0% Not comfortable with technology (n=9)
1% Skipped (n=23)
(n=2,026 for this question)

81% Very comfortable using technology (n=34,258)
18% Average comfort with technology (n=7,388)
1% Not comfortable with technology (n=289)
1% Skipped (n=227)
(n=42,162 for this question)

 

12% Shop at discount/mass merchants (n=245)
44% Shop at chain stores (n=899)
22% Shop at one-of-a-kind stores (n=456)
17% Shop at high-end retailers (n=346)
5% Skipped (n=95)
(n=2,041 for this question)

18% Shop at discount/mass merchants (n=9,934)
52% Shop at chain stores (n=28,231)
13% Shop at one-of-a-kind stores (n=7,063)
12% Shop at high-end retailers (n=6,431)
5% Skipped (n=2,509)
(n=54,168 for this question)

 

67% Eat most meals at home (n=1,307)
31% Eat most meals from restaurants (n=612)
2% Skipped (n=33)
(n=1,952 for this question)

71% Eat most meals at home (n=154,352)
26% Eat most meals from restaurants (n=55,658)
3% Skipped (n=6,182)
(n=216,192 for this question)

 

15% Religious (n=158)
58% Not religious (n=594)
26% Spiritual, but not religious (n=266)
0% Skipped (n=5)
(n=1,023 for this question)

18% Religious (n=10,713)
48% Not religious (n=29,152)
33% Spiritual, but not religious (n=19,966)
1% Skipped (n=901)
(n=60,732 for this question)

 

7% Wear makeup everyday (n=68)
5% Wear makeup on occasion (n=54)
5% Wear makeup rarely (n=46)
82% Never wear makeup (n=809)
1% Skipped (n=6)
(n=983 for this question)

20% Wear makeup everyday (n=6,235)
12% Wear makeup on occasion (n=3,704)
7% Wear makeup rarely (n=2,270)
59% Never wear makeup (n=18,618)
2% Skipped (n=651)
(n=31,478 for this question)

 

46% Rent their home (n=446)
52% Own their home (n=503)
2% Skipped (n=19)
(n=968 for this question)

39% Rent their home (n=48,096)
54% Own their home (n=66,462)
8% Skipped (n=9,292)
(n=123,850 for this question)

 

59% Dry skin (n=560)
34% Oily skin (n=316)
7% Skipped (n=66)
(n=942 for this question)

50% Dry skin (n=10,000)
43% Oily skin (n=8,493)
7% Skipped (n=1,470)
(n=19,963 for this question)

 

8% Play computer games daily (n=75)
14% Frequently play computer games (n=138)
36% Occasionally play computer games (n=346)
41% Rarely/never play computer games (n=395)
1% Skipped (n=5)
(n=959 for this question)

15% Play computer games daily (n=13,640)
23% Frequently play computer games (n=20,528)
34% Occasionally play computer games (n=30,922)
27% Rarely/never play computer games (n=24,401)
1% Skipped (n=600)
(n=90,091 for this question)

 

62% Have a brokerage account (n=599)
37% Do not have a brokerage account (n=360)
1% Skipped (n=7)
(n=966 for this question)

28% Have a brokerage account (n=2,762)
68% Do not have a brokerage account (n=6,738)
4% Skipped (n=446)
(n=9,946 for this question)

 

43% Rarely get sick (n=414)
54% Get sick as much as is average (n=512)
2% Get sick more than average (n=22)
1% Skipped (n=8)
(n=956 for this question)

31% Rarely get sick (n=2,073)
61% Get sick as much as is average (n=4,054)
7% Get sick more than average (n=498)
1% Skipped (n=74)
(n=6,699 for this question)

 

31% Use cookbooks (n=293)
44% Make up recipes on the fly (n=418)
6% Follow recipes on the box (n=60)
16% Do not cook (n=155)
2% Skipped (n=16)
(n=942 for this question)

32% Use cookbooks (n=12,096)
39% Make up recipes on the fly (n=14,928)
12% Follow recipes on the box (n=4,544)
14% Do not cook (n=5,423)
3% Skipped (n=1,075)
(n=38,066 for this question)

 

19% Car is part of who they are (n=179)
50% Car is utilitarian (n=469)
2% Car is used for work (n=21)
28% Don't have a car (n=264)
1% Skipped (n=9)
(n=942 for this question)

27% Car is part of who they are (n=11,120)
52% Car is utilitarian (n=20,997)
4% Car is used for work (n=1,497)
15% Don't have a car (n=6,017)
2% Skipped (n=860)
(n=40,491 for this question)

 

48% Exercise to get stronger (n=441)
14% Exercise to control weight (n=127)
12% Exercise to lose weight (n=109)
26% Don't exercise (n=238)
1% Skipped (n=12)
(n=927 for this question)

30% Exercise to get stronger (n=7,226)
16% Exercise to control weight (n=3,768)
18% Exercise to lose weight (n=4,193)
33% Don't exercise (n=7,901)
3% Skipped (n=649)
(n=23,737 for this question)

 

28% Most desire wealth (n=264)
34% Most desire a family (n=323)
17% Want to "give back" to community (n=162)
16% Most desire prestige (n=153)
5% Skipped (n=45)
(n=947 for this question)

31% Most desire wealth (n=10,584)
33% Most desire a family (n=11,015)
16% Want to "give back" to community (n=5,253)
13% Most desire prestige (n=4,475)
7% Skipped (n=2,326)
(n=33,653 for this question)

 

44% Love seafood (n=388)
38% Enjoy seafood (n=339)
3% Like only fried seafood (n=26)
14% Don't like seafood (n=122)
1% Skipped (n=9)
(n=884 for this question)

35% Love seafood (n=10,161)
43% Enjoy seafood (n=12,422)
4% Like only fried seafood (n=1,134)
17% Don't like seafood (n=4,880)
1% Skipped (n=322)
(n=28,919 for this question)

 

60% No children in the household (n=534)
12% One child in the household (n=105)
19% 2 children in the household (n=169)
6% 3 children in the household (n=52)
2% 4+ children in the household (n=17)
1% Skipped (n=11)
(n=888 for this question)

63% No children in the household (n=74,587)
14% One child in the household (n=16,763)
13% 2 children in the household (n=14,962)
5% 3 children in the household (n=6,485)
2% 4+ children in the household (n=2,807)
3% Skipped (n=2,977)
(n=118,581 for this question)

 

45% Think global warming is a grave concern (n=400)
32% Think global warming is manageable (n=284)
12% Think global warming isn't a big problem (n=111)
9% Think global warming is a scam (n=80)
2% Skipped (n=14)
(n=889 for this question)

45% Think global warming is a grave concern (n=23,295)
24% Think global warming is manageable (n=12,420)
16% Think global warming isn't a big problem (n=8,003)
11% Think global warming is a scam (n=5,920)
4% Skipped (n=1,859)
(n=51,497 for this question)

 

18% Watch little to no TV (n=165)
27% Watch an hour or less of TV/day (n=244)
28% Watch 1-2 hours of TV/day (n=254)
18% Watch 2-4 hours of TV/day (n=170)
9% Watch 4+ hours of TV/day (n=81)
1% Skipped (n=6)
(n=920 for this question)

14% Watch little to no TV (n=10,870)
17% Watch an hour or less of TV/day (n=13,339)
25% Watch 1-2 hours of TV/day (n=19,964)
23% Watch 2-4 hours of TV/day (n=18,453)
20% Watch 4+ hours of TV/day (n=15,912)
2% Skipped (n=1,417)
(n=79,955 for this question)

 

20% Have a dog(s) (n=169)
11% Have a cat(s) (n=93)
6% Have both a cat and a dog (n=54)
2% Have a pet other than dog/cat (n=19)
60% Have no pets (n=523)
1% Skipped (n=8)
(n=866 for this question)

22% Have a dog(s) (n=14,854)
18% Have a cat(s) (n=11,902)
10% Have both a cat and a dog (n=6,831)
4% Have a pet other than dog/cat (n=2,969)
44% Have no pets (n=29,527)
1% Skipped (n=918)
(n=67,001 for this question)

 

10% Somewhat adventurous eater (n=89)
83% Adventurous eater (n=721)
1% Not an adventurous eater (n=11)
5% Skipped (n=47)
(n=868 for this question)

22% Somewhat adventurous eater (n=5,673)
69% Adventurous eater (n=18,144)
2% Not an adventurous eater (n=635)
7% Skipped (n=1,777)
(n=26,229 for this question)

 

53% Handy around the house (n=449)
46% Not handy around the house (n=385)
1% Skipped (n=6)
(n=840 for this question)

55% Handy around the house (n=140,455)
41% Not handy around the house (n=103,665)
4% Skipped (n=9,699)
(n=253,819 for this question)

 

44% Have changed a spark plug (n=367)
55% Haven't changed a spark plug (n=458)
0% Skipped (n=4)
(n=829 for this question)

36% Have changed a spark plug (n=512,916)
55% Haven't changed a spark plug (n=776,333)
9% Skipped (n=127,254)
(n=1,416,503 for this question)