The Viewer Files: The nature/science viewer

The nature/science viewer
November 1, 2006

The nature/science viewer
Age range: 35 to 65 (53%), while another 19% are 65-plus.
Average age: 46
Sex: 55% male
Marital status: 59% are married.
Kids: 64% are empty nesters, but 36% have kids at home.
Education: 40% have a college diploma, bachelor’s degree or graduate degree, with a skew towards trade schools.
Typical job: 23% are blue collar, 20% are managers/owners/professionals, while 44% are retired.
Income: US$27,612 (theirs); $55,481 (household)
Viewing habits: They are medium-heavy to heavy TV viewers. They tend to watch during primetime (90%), but also watch in daytime (54%) and early fringe (70%).
Major purchases: 35% have bought a mutual fund, 30% have redecorated, and 25% have remodeled their homes.
Other media consumption: They are medium-heavy to heavy radio listeners (42%). They like classic rock (39%), oldies (34%), and alt rock (30%).
They are heavy readers of daily newspapers (40% read every issue). They tend to stick to the general news section (57%), as well as entertainment (36%), and sports (30%). They are medium-heavy to heavy magazine readers, and like news pubs, as well as National Geographic.
Favorite shows: News (70%), as well as CSI (35%), Fear Factor (29%) and Law & Order (31%). They also like to cheer on their sports team (42%).

Don’t expect the nature viewer to watch anything too superficial. A real man’s man, he’ll stick to his nature programming or sports. Still, he’ll tune into a smart crime drama and has been known to watch Fear Factor. But for the most part, he’s likely to change the dial if he catches a whiff of reality fare.

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, and you can follow her on Twitter @MegKashty