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VITAL STATS

Our Readers' Purchasing Habits, According to a Recent Global Rhythm Survey 

DO YOU OWN A COMPUTER?: Yes 71%
WHAT BRAND?: IBM/Compatible 73%; Macintosh 24%; Other 3%

OWN A DVD PLAYER?: Yes 12%

USE THE COMPUTER FOR
Family Ent. 39%; Word proc./Personal 94%; Edu./Entertainment 85%; Purchasing Books 50%; Home Finances 32%; Music Comp. 17%; Purchasing Music 54%

ACCESS TO THE WEB: Yes 90%

WEBSURF PER/WEEK: 1hr - 29%; 3hr - 28%: 5hr 24%: 10+hr 19%

SURF WORLD MUSIC?: Yes 72%

OWN A CD PLAYER?: Yes 99%
MULTI DISC CHANGER: Yes 61%
BRAND: Aiwa 1%; Denon 5%; JVC 7%; Luxman 1%; Nakamichi 2%; Onkyo 4%; Panasonic 9%; Phillips 6%; Pioneer 4%; Sharp 1%; Sony 51%; Technics 6%; Yamaha 3%

PLAN TO UPGRADE SYSTEM?: Yes 35%
WHICH COMPONENTS?: Tuner 25%; Amp 30%; DCC 0%; VCR 11%; CD Changer 23%; CD Player 34%; Headphones 16%; TV/Monitor 18%; Turntable 14%; Speakers 43%; Tape Deck 20%; Receiver 14%; Subwoofer 16%; MiniDisc 16%; Portable CD Player 20%; Car CD Player/Changer 25%; Laserdisc Player 2%; Camcorder 14%

OWN A CD STORAGE UNIT?: Yes 54%
BRAND OF CD STORAGE UNIT: Laserline 25%; Tree Dimension 4%; Other 71%
PLAN TO PURCHASE CD STORAGE?: Yes 74%

CD/CASS PURCHASE PER MONTH?: 1 to 4 - 56%; 4 to 10 - 28%; more than 10 -15%

GLOBAL RHYTHM ADS HELP PURSUIT OF CDS?: Yes 95%
MEMBER OF A CD CLUB?: Yes 44%
PURCHASE MAIL ORDER CDS?: Yes 65%

WHAT KIND OF CAR DO YOU DRIVE?: Audi 1%; Saab 4%; Chevrolet 2%; Dodge/Plymouth 2%; Ford 20%; Honda 19%; Jeep 2%; Mazda 4%; Nissan 2%; Saturn 2%; Subaru 2%; Toyota 25%; Volkswagon 8%; Volvo 4%

Demographics

AGE (Mean Age: 35): 21-25 - 9%; 26-40 - 71%; 41-45 - 8%; 46-50 - 7%; 51-55 - 11%; over 56 - 4%; under 20 - 1%

SEX: Male 66%; Female 34%

RACE: African 1%; African-American 7%; Caucasian 80%; Latin-American 9%; Other 3%

MARITAL STATUS: Divorced 12%; Married 37%; Single 51%
CHILDREN: Readers with children 34%

EDUCATION: Grad High School 4%; Attended College 20%; Grad College 35%; Post Grad Study 7%; Postgraduate 35%

PROFESSION: Accountant/CPA 2%; Attorney 5%; Clerk/Secretary 5%; Comm Service 2%; Educator 12%; Eng/Computer 6%; Mgmt 9%; Prof. Musician 8%; Professor 5%; Student 7%; Dentist/Doctor 1%; Other 37%

HOUSEHOLD INCOME: Mean Household Income - 47K

Lifestyle Interests

PLAY A MUSICAL INSTRUMENT?: Yes 58%
TYPE OF INSTRUMENT: Drumkit 9%; Hand Drum 28%; Saxophone 3%; Guitar 17%; Keyboard 7%; Wind 7%; Trum

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