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What makes our readers unique? The typical Miami Living magazine
reader is educated, middle-to-upper income, 25-to-40-years-old,
curious and culturally savvy. They drink a specific vodka brand
and enjoy Miami's cultural diversity. They are open to new concepts
and they want to enjoy new experiences. Over 90% of ML subscribers
are directly responsible for purchasing trend-setting products
& services. Our subscribers particularly enjoy travel, events,
swimming, dining, biking, concerts, theater, fashion, music, arts
and dance.
GENERAL
| MALE: |
59% |
| FEMALE: |
41% |
| COLLEGE GRADUATED: |
81% |
| PLAN TO CONTINUE
EDUCATION: |
21.2% |
| MEDIAN AGE: |
34.6 |
| MEDIAN HHI: |
$92,753 |
| MEDIAN IEI: |
$62,284 |
READER'S BUYING HABITS
| OWN OVER 100
CDS: |
63% |
| PLAN TO BUY/LEASE
AUTOMOBILE: |
48% |
| OWN 2 WATCHES: |
54% |
| DINING: |
74% |
| DRINK WINE/CHAMPAGNE: |
59% |
| DRINK LIQUORS: |
75% |
| BRAND IN CLOTHES
IS IMPORTANT: |
64% |
| OWN CREDIT
CARDS: |
97% |
| RESPOND TO
OFFERS: |
85% |
| PLAY SPORTS
WEEKLY: |
89% |
| ATTENDS THEATER: |
29% |
| ADVENTURE SPORTS: |
56% |
| SPA (HEALTH
CENTER): |
62% |
| TRAVELS INTERNATIONALLY: |
86% |
PURCHASING INVOLVEMENT
| PRIMARY DECISION-MAKER: |
73% |
| PARTICIPATING
DECISION-MAKER: |
20% |
| INFLUENCES DECISIONS: |
07% |
AVERAGE MONTHLY PURCHASES
| 1-49: |
39% |
| 50-99: |
47% |
| 100-199: |
09% |
| 200+: |
05% |
PURCHASING ANALYSIS
(EXPECTED PURCHASING - NEXT 12 MONTHS):
| AUTOMOTIVE: |
48% |
| APPLIANCES
(HOME): |
61% |
| BAGS/BELTS: |
63% |
| CDS (MUSIC): |
71% |
| COSMETICS: |
59% |
| FASHION (BRAND
CLOTHING): |
67% |
| FURNITURE: |
86% |
| LIQUOR: |
81% |
| PERFUME: |
66% |
| SHOES: |
52% |
| STEREO SYSTEMS: |
48% |
| TOBACCO: |
39% |
DO YOU OWN OR RENT YOUR
HOUSE OR APARTMENT?
WILL YOU PURCHASE ANY PROPERTY?*
| YES: |
62% |
| NO: |
15% |
| NOT SURE: |
23% |
* NEXT EIGHT MONTHS
WHAT TYPE OF PROPERTY WILL
YOU BUY?
| HOME |
42% |
| APARTMENT |
53% |
| COMMERCIAL |
05% |
DO YOU OWN A CAR?
WHAT TYPE OF CAR DO YOU
OWN?
| CONVERTIBLES |
48% |
| COUPES |
23% |
| PICKUP TRUCKS |
43% |
| SEDANS |
29% |
| SPORTS CARS |
52% |
| SPORT UTILITY
VEHICLE |
55% |
| VANS |
24% |
| WAGONS |
21% |
WHY DO YOU USE THE INTERNET?
| PURCHASE ITEMS |
21% |
| CHAT: |
24% |
| CHECK E-MAIL: |
37% |
| DO RESEARCH: |
16% |
| OTHER: |
02% |
HOW MUCH HAVE YOU SPENT
ON ONLINE PURCHASES?*
| < $500: |
16% |
| $500-$999: |
19% |
| $1,000-$1,499: |
25% |
| $1,500 - $1,900: |
18% |
| $2,000 -$2,499: |
12% |
| $2,500 - $2,999: |
07% |
| $3,000 +: |
03% |
* PURCHASES DURING THE LAST SIX
MONTHS.
HOW MANY MOVIES DID YOU
SEE IN THE PAST MONTH?
| 1-4: |
41% |
| 5-9 : |
56% |
| 10+: |
03% |
HOW MANY PLAYS DID YOU
SEE IN THE PAST MONTH?
| 1-4: |
71% |
| 5-9: |
26% |
| 10+: |
03% |
DO YOU HAVE A VALID PASSPORT?
HAVE YOU TRAVELED OUTSIDE
THE US IN THE PAST YEAR?
HOW MANY TIMES HAVE YOU
FLOWN IN THE PAST YEAR?
| 1-4: |
10% |
| 5-9: |
39% |
| 10-19: |
31% |
| 20-29: |
17% |
| 30 +: |
03% |
WHICH AIRLINES DID YOU
USE LAST YEAR?
| AIR FRANCE: |
16% |
| ALITALIA: |
12% |
| AMERICAN AIRLINES: |
52% |
| BRITISH AIR: |
23% |
| CONTINENTAL: |
51% |
| DELTA: |
38% |
| JET BLUE: |
49% |
| LUFTHANSA: |
14% |
| TWA: |
38% |
| UNITED AIRLINES: |
47% |
| USAIRWAYS: |
24% |
| VARIG: |
42% |
| VIRGIN: |
38% |
| OTHER: |
29% |
WHAT CREDIT CARDS DO YOU
USE?
| AMERICAN EXPRESS: |
38% |
| AMERICAN EXPRESS
BLUE CARD: |
24% |
| VISA: |
54% |
| DEPARTMENT
STORE: |
49% |
| DISCOVER: |
38% |
| MASTER CARD: |
43% |
| OTHER: |
22% |
HOW MANY TIMES MONTHLY
DO YOU USE YOUR CARD?
| 1-5 TIMES: |
17% |
| 6-10 TIMES: |
40% |
| 11-15 TIMES: |
20% |
| 16 OR MORE
TIMES: |
23% |
HOW OFTEN DO YOU DRINK?
| DAILY: |
19% |
| WEEKLY: |
61% |
| MONTHLY: |
20% |
WHEN DO YOU LIKE TO DRINK
THE MOST?
| SOCIAL OCCASIONS: |
50% |
| FRIENDS &
FAMILY: |
20% |
| DURING MEALS: |
15% |
| BUSINESS OCCASIONS: |
09% |
| OTHER: |
06% |
WHAT DO YOU LIKE TO DRINK
THE MOST?
| BEER: |
10% |
| COGNAC/LIQUORS/CORDIALS: |
10% |
| GIN: |
13% |
| LIGHT BEER: |
19% |
| RUM: |
12% |
| SCOTCH: |
11% |
| TEQUILA: |
13% |
| VODKA: |
12% |
ON AVERAGE, HOW OFTEN DO
YOU EAT OUT?
| ONCE A MONTH: |
08% |
| TWICE A MONTH: |
23% |
| ONCE A WEEK: |
20% |
| 2-4 TIMES A
WEEK: |
37% |
| 5-7 TIMES A
WEEK: |
12% |
WHAT TYPE OF FOOD DO YOU
ENJOY THE MOST?
| AMERICAN: |
46% |
| BRAZILIAN: |
42% |
| CAJUN: |
29% |
| CARIBBEAN: |
33% |
| CHINESE: |
39% |
| CUBAN: |
52% |
| FRENCH: |
27% |
| GREEK: |
18% |
| INDIAN: |
09% |
| ITALIAN: |
59% |
| JAPANESE: |
63% |
| KOREAN: |
23% |
| KOSHER: |
54% |
| MEXICAN: |
42% |
| MIDDLE EASTERN: |
45% |
| ORGANIC: |
58% |
| SEAFOOD: |
66% |
| STEAK HOUSES: |
63% |
| SOUTHERN: |
41% |
| SPANISH: |
49% |
| SUSHI: |
59% |
| THAI: |
47% |
| VEGETARIAN: |
46% |
| VIETNAMESE: |
37% |
HOW MANY TIMES WEEKLY DO
YOU GO TO A BAR OR CLUB?
| 0-1: |
59% |
| 2-4: |
36% |
| 5 OR MORE: |
05% |
WHAT DO YOU LOOK FOR WHEN
ATTENDING A BAR OR CLUB?
| AMBIANCE: |
26% |
| INDIVIDUALS: |
19% |
| LOCATION: |
15% |
| MUSIC TYPE: |
33% |
| OTHER: |
07% |
HOW MANY MEMBERS OF YOUR
HOUSEHOLD SMOKE?
| NONE: |
33% |
| 1-2: |
52% |
| 3-4: |
11% |
| 5 OR MORE: |
04% |
WHAT BRANDS DO THEY SMOKE?
(CHECK ALL THAT APPLY)
| BENSON &
HEDGES: |
14% |
| CAMEL: |
45% |
| CARITON: |
11% |
| KAMEL: |
29% |
| KAMEL LIGHT: |
33% |
| KOOL: |
14% |
| LUCKY STRIKE: |
29% |
| MARLBORO: |
41% |
| MARLBORO LIGHTS: |
59% |
| MERIT: |
34% |
| MOONLIGHT: |
12% |
| NEWPORT: |
17% |
| PARLIAMENT: |
11% |
| SALEM: |
06% |
| SALEM LIGHT: |
12% |
| WINSTON: |
07% |
| WINSTON LIGHT: |
19% |
| OTHER: |
03% |
WHAT DO YOU LOOK FOR WHEN
SHOPPING FOR CLOTHES?
| STYLE: |
18% |
| PRICE: |
31% |
| BRAND: |
41% |
| OTHER: |
10% |
WHAT IS YOUR FAVORITE BRAND
OF CLOTHING? (CHECK ALL)
| ABERCROMBIE
& FITCH: |
45% |
| ANDREW FEZZA:
|
23% |
| ARMANI: |
45% |
| CALVIN KLEIN:
|
31% |
| CATERPILLAR:
|
28% |
| CLAIBORNE:
|
33% |
| DIESEL: |
56% |
| DOLCE &
GABBANA: |
51% |
| DOCKERS: |
34% |
| DONNA KARAN:
|
36% |
| GIANFRANCO
FERRE: |
42% |
| GENE MEYER:
|
44% |
| GUCCI: |
52% |
| HUGO BOSS:
|
48% |
| JIL SANDER:
|
35% |
| JEAN PAUL GAULTIER:
|
35% |
| KENNETH COLE:
|
42% |
| LEVI'S |
43% |
| LUCKY: |
21% |
| MARC JACOBS:
|
47% |
| MOSCHINO: |
34% |
| NAUTICA: |
28% |
| PAUL SMITH:
|
45% |
| POLO: |
45% |
| PRADA: |
44% |
| RALPH LAUREN:
|
42% |
| SLATES: |
21% |
| TIMBERLAND:
|
23% |
| TODD OLDHAM:
|
30% |
| TOMMY HILFIGER:
|
46% |
| VALENTINO:
|
35% |
| VERSACE: |
52% |
| OTHER: |
17% |
DO YOU BELONG TO A GYM?
HOW MANY TIMES DO YOU WORK
OUT?
| DAILY: |
61% |
| WEEKLY: |
36% |
| MONTHLY: |
03% |
IS RUNNING PART OF YOUR
WORK OUT?
HOW OFTEN DO YOU RUN IN
YOUR WORK OUTS?
| DAILY: |
64% |
| WEEKLY: |
30% |
| MONTHLY: |
06% |
WHAT TYPE OF ATHLETIC SHOES
DO YOU WEAR?
| ADIDAS: |
40% |
|
BROOKS: |
28% |
|
DIESEL: |
31% |
|
NEW BALANCE: |
33% |
|
NIKE: |
37% |
|
PUMA: |
39% |
|
REEBOK: |
42% |
|
ROYAL ELASTICS: |
37% |
|
SAUCONY: |
23% |
|
OTHER: |
31% |
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