Our Audience 

Demographics

Age

  • The “average” Seven Days reader is 35 years old.
  • More than 52 percent are between 18 and 34; 58 percent are between 25 and 44.
  • Fifty-plus readers: 21.2%

Education

  • More than 94 percent of Seven Days readers have been to college.
  • Nearly 23 percent hold post-graduate degrees.

Income

  • Average household income of Seven Days reader: $55,393
  • Nearly 44 percent live in households generating more than $50,000 a year.

Marital Status

  • Single, never married: 40.6%
  • Married, Living Together, CU’ed: 47.1%
  • Divorced, Separated: 11.3%
  • Widowed: 1%

Geography

Seven Days readers reside all over Vermont and New York’s North Country.

Gender

Seven Days readers tend to skew female. Women tend to make most of the family buying decisions.

  • Female: 70.8%
  • Male: 28.9%
  • Other: .3%

Real Estate

Seven Days readers are almost evenly divided between renters and homeowners.

  • Homeowners: 45.5%
  • Renters: 49.8%
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Media Habits

Shelf Life

  • Nearly 90 percent of Seven Days readers hold on to the paper for more than a day; 55 percent keep it for a week or longer.
  • Seventy-three percent of Seven Days readers spend at least 30 minutes perusing the weekly paper.
  • More than 80 percent of Seven Days readers look at each issue multiple times.

Advertising Impact

Nearly 90 percent of Seven Days readers have made a purchase or attended an event because of an advertisement they saw in the paper or on the website.

Local

More than 78 percent of Seven Days readers “go out of their way” to buy local products.

Competition

  • A whopping 37 percent of Seven Days readers never pick up the Burlington Free Press. Among Burlington Free Press readers, more than 83 percent don’t make it a daily habit.
  • More than 37 percent of Seven Days readers don’t watch local television on a regular basis. Forty-two percent don’t subscribe to cable or satellite.
  • More than 93 percent of Seven Days readers do not read the “direct-mail” advertising that gets delivered to their homes.

Digital Life

  • More than 76 percent of Seven Days readers look at the website at least once a week; more than 60 percent visit more than once a week; almost 20 percent check sevendaysvt.com daily.
  • More than 59 percent of Seven Days readers own a smart phone; nearly 18 percent have tablets.
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Interests & Aspirations

Interests

  • Cooking: 86.5%
  • Reading: 83.3%
  • Dining Out: 81.6%
  • Attending Performances: 61.2%
  • Going to the Movies: 60.7%
  • Camping, Hiking, Climbing: 57.9%
  • Exercising Indoors: 50.2%
  • Gardening: 47.9%
  • Playing Snow Sports: 47%

Fitness

Nearly 80 percent of Seven Days readers exercise two or more times a week; almost 60 do it outdoors. More than 73 percent use a home or commercial gym.

Dining

More than 77 percent of Seven Days readers dine out several times a month. Upwards of 51 percent eat out once a week or more; 42 percent will travel an hour for good food.

Arts

Nearly 62 percent of Seven Days readers will travel an “hour or so” for arts and cultural events.

Canada

Nearly three-quarters of Seven Days readers travel to Canada. More than 96 percent go at least once a year. Nearly 52 percent go twice a year or more.

Auto

Top three car brands favored by Seven Days readers:

  • Toyota: 19.7%
  • Subaru: 19%
  • Honda: 16.3%

Real Estate

More than 20 percent of Seven Days readers are considering buying, building or renovating a home in the next year.

Furniture

Nearly 50 percent of Seven Days readers plan to buy furniture in the next year.

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Results compiled and verified by Pulse Research, February 2012.

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