music player network non endemic profile
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ABOUT MUSIC PLAYER NETWORK The Music Player Network consumer media group delivers the largest audience of musicians interested in all aspects of musical instrument performance and music production technology. For 40 years, musicians have been served the most current product information, artist features, lessons, and applications tools to become better players. Properties include Guitar Player, Bass Player, Keyboard, Electronic Musician, Guitar Player’s Guitar Superstar competition, Bass Player LIVE! and related special issues, websites, TV sites, webinars, and e-‐Newsletters.
METHODOLOGY On February 24th, 2011, surveys were sent out to 29,651 email addresses culled from the combined BPA audited circulation (180,481) of Music Player Network magazines in an effort to find out more about our subscribers, their musical background and their readership. The following offer was made to recipients as an incentive to complete the survey:
By March 4, 2011, 1403 completed subscriber surveys were received with an effective response rate of 4.7%.
NATIONAL SURVEY OF READERS MARCH 2011
All completed surveys will be entered into a random drawing to win one of ten Alesis Video Track portable audio/video recorders.
ABOUT THE MUSIC PLAYER NETWORK (MPN) READER AVERAGE READER AGE ► The average Music Player Network reader is 49 years old. Approximately 69% are over 45 years of age, 29% are between 25 and 44 years of age, and 2% are 24 years of age or younger.
READER GENDER ► The MPN reader is predominantly male. Male 96.60% Female 3.40% EDUCATION LEVEL ► 58% of MPN reader have a Bachelor’s degree or higher.
2.30%
28.30%
69.40%
Reader Age Range
24 or under
25 - 44
45 or over
1.50% 7.20%
30.20% 32.20%
6.40%
19.40%
3.10%
0.00% 5.00%
10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
Highest Level of Education Acheived
% of readers
READER RELATIONSHIP STATUS ► The majority of MPN readers are married or engaged.
READER INCOME ► MPN readers have an average 2011 projected household income of $100,367.
67.40% 11.70%
9.30%
6.00% 5.60%
Relationship Status
Married/Engaged 67.40%
Single, never married 11.70%
Divorced/Separated/Widowed 9.30% Domestic Partnership 6.00%
10.40%
7.40%
8.90%
21.60%
17.70%
18.80%
7.70%
7.50%
0% 5% 10% 15% 20% 25%
less than $30,000
$30,000 - $39,999
$40,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 - $149,999
$150,000 - $199,999
$200,000 or more
2011 Projected Household Income
% of readers
READER ENGAGEMENT LENGTH OF READERSHIP ► MPN readers have received or regularly read (at least 3 out of 4 issues) any MPN magazine for an average of 13.82 years.
ADVERTISING EXPOSURE ► 82.4% of readers read or look at half or more of the product advertising in a typical MPN magazine.
ACTION TAKEN % OF READERS Read all/almost all 40.90% Read about ¾ 22.70% Read about ½ 18.80% Read about ¼ 9.90% Skim only 7.40% None 0.30%
READER ACTION AS A RESULT OF ADVERTISING ► Readers take significant action as a result of reading advertisements in MPN magazines in the last 12 months.
ACTIONS TAKEN % OF READERS Visited an advertiser's website 77.70% Conducted internet search for product 73.80% Purchased/ordered a product/service 55.20% Discussed ad with others 42.80%
Contacted dealer, supplier or representative 32.40% Recommended a product/service 25.00% Filed ad for future reference 24.60% Passed along ad to others 22.80% Contacted advertiser in some other way 10.50% No actions taken 5.10% Other 1.90%
7.60% 7.60% 8.60% 8.50% 7.70% 9.60%
14.40% 12.60% 13.00% 10.30%
0 5
10 15 20
35 years
or more
30 -34 years
25 -29 years
20 -24 years
15 - 19 years
10 - 14 years
5 - 9 years
3 - 4 years
1 - 2 years
less than 1 year
% of readers
READER PURCHASING PRODUCT OWNERSHIP ► MPN readers and members of their respective households own a variety of consumer technology products.
13.90%
15.00%
15.60%
34.90%
41.90%
46.10%
47.90%
52.10%
53.40%
54.10%
61.60%
65.70%
69.30%
91.40%
92.60%
0% 20% 40% 60% 80% 100%
Streaming video device (Roku, Apple TV, etc.)
Tablet computer (iPad, Samsung Galaxy, etc.)
e-Reader (Kindle, Nook, etc.)
Blue-Ray player
Bookshelf stereo system (compact, iPod dock, etc.)
GPS device
Home theater system
Digital video camera
Video game console (Xbox, Playtation, Wii, etc.)
Smart phone (iPhone, Android, Blackberry)
Multi-component stereo system
Portable Media Player (iPod, Creative ZEN, Microsoft Zune, etc.)
LCD/LED/Plasma Television
DVD player
Digital camera
Products Owned
% of readers and/or other household members owning
FUTURE PRODUCT PURCHASING ► MPN readers and members of their respective households plan to buy a variety of consumer technology products in the next twelve months.
1.90%
2.20%
2.70%
4.00%
4.50%
4.50%
4.70%
7.60%
7.80%
10.70%
12.30%
16.20%
18.70%
19.80%
20.10%
0% 5% 10% 15% 20% 25%
Bookshelf stereo system (compact, iPod dock, etc.)
DVD player
Multi-component stereo system
Streaming video device (Roku, Apple TV, etc.)
Digital Audio Player / Portable Media Player (iPod, Creative ZEN,
GPS device
Video game console (Xbox, Playtation, Wii, etc.)
e-Reader (Kindle, Nook, etc.)
Home theater system
Digital camera
Digital video camera
Blue-Ray player
Smart phone (iPhone, Android, Blackberry)
Tablet computer (iPad, Samsung Galaxy, etc.)
LCD/LED/Plasma Television
Future Product Purchases
% of readers and/or other household members planning to purchase
BEVERAGE CONSUMPTION ► MPN readers consume a variety of alcoholic beverages, either at home or away from home.
4.80%
6.00%
6.60%
8.10%
8.50%
11.10%
13.00%
13.00%
15.60%
16.30%
19.90%
30.60%
38.40%
45.80%
49.00%
0% 10% 20% 30% 40% 50% 60%
Brandy
Cordials/liqueurs
Whiskey: Canadian
Whiskey: Irish
Gin
Whiskey: bourbon/rye
Bourbon
Rum
Whiskey: Scotch
Tequila
Vodka
Wine: imported
Wine: domestic
Beer: imported
Beer: domestic
Types of Beverages Consumed
% of
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