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%; Trumpet/Trombone 3%; Strings 7%; Piano 10%; Bass 3%; Harmonica 2%; Finger Piano 2%

ATTEND WORLD MUSIC FESTIVALS: Yes 70%
HOW FAR DO YOU TRAVEL FOR A FESTIVAL?: Your Community 9%; Your State 21%; Other States 28%; Other Countries 42%
TRANSPORTATION TO FESTIVALS?: Car 43%; Plane 10%; Both 8%; Other 9%

PER/YEAR PLAN TRAVEL FOR BUSINESS: 1-2 Times - 54%; 3-5 Times - 29%; 6-10 Times - 6%; 10+ Times - 2%; 0 Times - 10%
PER/YEAR PLANE TRAVEL FOR PLEASURE: 1-2 Times - 28%; 3-5 Times - 15%; 6-10 Times - 9%; 10+ Times - 8%; 0 Times - 40%
PREFERRED AIRLINE: Aero-Mexico 2%; Alaska Airlines 2%; American 17%; Canadian Airlines 2%; Continental 8%; Delta 12%; Northwest 4%; Quantas 2%; Southwest 3%; TWA 7%; United 20%; US-Air 8%; Virgin 6%; Others 7%

CONSUME ALCOHOLIC BEVERAGES AT THE FOLLOWING: World Music Festivals 81%; World Music Clubs 80%
CONSUME THE FOLLOWING; Beer 90%; Brandy 10%; Champagne 35%; Rum 33%; Cognac 19%; Cordials 11%; Gin 14%; Liquor 11%; Scotch 21%; Vodka 24%; Whiskey 19%; Wine 68%; Tequila 33%

WEAR SUNGLASSES OFTEN?: Yes 64%
SUNGLASS BRAND: Donna Karen 3%; Oakley 9%; Rayban 19%; Seregetti 7%; Vuarnet 4%; Prescription 10%; Unknown/Generic 28%; Other 18%

ATHLETIC SHOES: Nike 46%; Reebok 28%; Avia 5%; LA Gear 2%; Converse 4%; Asics 7%; New Balance 24%; Rockport 2%; Hiking Boots 24%; DKNY 2%; Adidas 6%; Other 8%

DO YOU SMOKE?: Yes 45%

CRUISE LINE IN THE LAST 2 YEARS?: Yes 92%

CREDIT CARD MOST OFTEN USED: Amex 17%; Mastercard 43%; Visa 80%; Discover 9%

HOW DID YOU OBTAIN THIS ISSUE OF GLOBAL RHYTHM?: Bookstore 6%; Festival 2%; Friend 4%; Newstand 5%; Record/CD store 10%; Subscriber 68%; Other 5%
# OF OTHER PEOPLE WHO READ YOUR COPY OF RHYTHM: 0 others - 3%; 1 other - 45%; 2 others - 23%; 3 others - 12%; 4 others - 12%; 5+ others - 5%

INTERESTED IN WORLD MUSIC CLUBS/RADIO: Yes 90%

INTERESTED IN RHYTHM CLUB: Yes 85%

FOLLOW CURRENT EVENTS IN OTHER COUNTRIES: Yes 93%
HOW OFTEN?: Daily 58%; Weekly 27%; Monthly 15%

STORES YOU MOST PURCHASE MUSIC IN: Tower 52%; Virgin Mega 14%; HMV 21%; Borders 25%; Barnes & Nobles 18%; Sam Goody 6%; Best Buy 3%; Others 20%

FILMS YOU MOST OFTEN ATTEND: Foreign 64%; Comedy 31%; Drama 51%; Romance 14%; Action 20%; Documentary 19%; Independent 51%

TYPES OF BOOKS YOU READ: Art 20%; Fiction 45%; Non-Fiction 60%

SUPPORT NON-PROFIT ORGANIZATIONS: Yes 88%

EVER PURCHASE THE FOLLOWING BY MAIL?: Audio/Video Equipment 34%; Men's Accessories 38%; Sporting Equipment 21%; Clothes 67%; Music 88%; Jewelry 19%

OTHER MAGAZINES YOU SUBSCRIBE TO: Atlantic Monthly 15%; Jazziz 12%; National Geographic 35%; New Yorker 15%; Spin 9%; Utne Reader 26%; Newsweek 18%; The Beat 16%; Folkroots 9%; New Age Journal 9%; Rolling Stone 9%; Vibe 9%; Down Beat 11%; Drum 5%; Jazz Times 7%; Esquire 4%; Latin Style 1%; Modern Drummer 5%; Details 4%; GQ 7%

PURCHASE MUSIC ON THE INTERNET?: CDNOW! 48%; Music Blvd. 30%; Amazon 57%; Barnes & Noble 7%; Borders 4%

YOUR MUSICAL PREFERENCE: Traditonal Jazz 13%; Contemporary Jazz 5%; New Age 6%; Australian Aboriginal 6%; Blues 18%; Celtic 19%; Worldbeat 53% ; Folk 18%; Classical 14%; Fusion 7%; Brazilian 34%; Hip-Hop 6%; Ambient Electronic 11%; Latin Jazz 21%; Latin Pop 10%; Afro-Pop 31%; Asian Traditional 6%; African Traditional 20%; Percussion 13%; Electronic Percussion 2%; Reggae/Dancehall 15%; Native American 5%; Asian Rock 1%; Soundtracks 2%