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The Viewer files: The lifestyle viewer

The lifestyle viewer
November 1, 2006

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.

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at mkashty@brunico.com, and you can follow her on Twitter @MegKashty

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