Secondary Audience Research - READERSHIP PROFILES

Readership Profiles

Uncut magazine audience profile - from the profile research, it is clear that average reader of Uncut is male, averaging 86% of the entire market, with an average age of 37. Statistics show that 77% are in full time work, allowing them to earn on average an income of £29,263. Interestingly only 60% of the market are married. The audience research of readership profile describes Uncut as 'NME's cooler, older brother', which is a fair evaluation of its 'roots music' ethos. Uncut readers are very technologically involved, with on average of 86% downloading music a week, making more Uncut readers downloading 54% more than the average weekly amount. 68% of Uncuts audience own an mp3 playing portable device, given the fact that only 29% of men aged 37 actually own an mp3 player, which makes for fascinating results.
http://www.ipcadvertising.com/resource/78cq08efmszrn0r8it1l6yxr.pdf

NME magazine audience profile - from the profile research, it is apparent that it is very much a male orientated audience, seeing males dominant 69% of the audience with the other 31% is filled up with women. The average age of the magazine and only a supposed 52% are working full time, with a further 7% in part time employment, it is then no surprise that 29% are still studying in some form of education system. The readership profile shows that 76% have broadband out of the 94% that have an internet connection, showing speed is important. They are also spending on average 19 hours per week online, through, leisure, work or otherwise! Along with being 'down' with new technologies, NME readers also seem to be part of a new mass-spend scene in which each reader spends averagely £152 on footwear each year, £532 on clothes per year and a staggering £1229 on audio equipment per year, boasting that as the main expenditure of their interests. A rather tame £66 is spent on DVDs a year along with the 52% of the audience that own a digital camera splashing out a further £170 on digital cameras per year, showing that the recording of memories is important to readers.



http://www.ipcadvertising.com/resource/fd4e20nlh1xefkowjxdha4xu.pdf














Mojo magazine audience profile - The publication describe themselves as a journey into the heart and soul of music, featuring artists from The Beatles and The Clash, to Radiohead and The Ramones. MOJO's readership profile shows that it's audience is a predominant male affair, seeing 72%, out of these 72% a further 36% also admitted to consider themselves comfortable/ well off. The consumers main interest is music, and in more depth, the discovery of music, this is including both old and new styles, as it is the quality of music that is of importance to MOJOs audience, appose to the genre or decade of release.










http://www.bauermedia.co.uk/Brands/Mojo/