The lifestyle viewer
Age range: 55% are 35 to 64, while 16% are 25 to 34. They’re not likely to be under 24, or older than 65.
Average age: 44
Sex: 61% women
Marital status: 62% are married.
Kids: 40% have them living at home; 31% are empty nesters.
Education: 55% have a college diploma, bachelor’s or graduate degree.
Typical job: 22% are managers/owners/professionals, while 18% are in technology/teaching/sales and clerical positions.
Income: US$27,634 (theirs); $60,659 (household)
Viewing habits: They are medium-heavy to heavy TV viewers, mostly during primetime (91%), although 54% also watch during the day and 66% are early fringe (weekday late afternoon) viewers.
Major purchases: 35% have redecorated their homes, while 33% have purchased mutual funds in the past two years.
Other media consumption: They are medium to heavy radio listeners and listen to classic rock (40%), oldies (33%) and top 40 (30%).
Interestingly, they’ll either read daily newspapers (37%), or not (33%). When they do pick up a daily, they check out the general news section (57%), as well as entertainment (37%), food (30%) and fashion/lifestyle (27%). They are medium to heavy magazine readers (66%), and appreciate women’s titles, as well as home décor and gardening publications.
On the Web, where they spend 8.7 hours a week, they email (56%), browse for info (44%) and entertainment (31%). They’re also likely to track their investments (8%), search for real estate (9%) and look for travel deals (15%).
Favorite shows: At the top of their list are CSI (38%), Law & Order (34%) and the doyenne of daytime talk shows, Oprah (30%).
The lifestyle viewer tends to be the breadwinner; 58% report they are the principle wage earner. And with 77% owning their own homes, home décor is likely to be a draw. She also likes to watch crime dramas like the CSI and Law & Order franchises, as well as comedies (think Friends and Will & Grace), and she’s been known to sit through an hour of reality. However, if she’s in the younger age bracket, the closest she’ll come to viewing a nature program is Survivor. And docs are likely out of the question too.