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Road
& Travel Magazine ~ Demographic Information
ROAD & TRAVEL Magazine targets upscale consumers
with a slant towards women between 25-59 years old. Although the primary audience
is women, mid-management to business owner, RTM is user-friendly to all consumers
regardless of age or gender.
Educated
women between 25 - 59 make more disposable
income than all other groups of the women's
market. In most cases, this consumer has
a college education and is actively pursuing
or involved in a career, more so than
a job.
Women
business owners, employing more than 12 million Americans and contributing $3.6
trillion to the national economy, own more than 38% of all US businesses. More
than 52% of the US work force is women. Household income ranges according to age
and career level, however, the low end begins at $30,000 with a high end of $250,000.
This
audience is active and independent whether married or not. Approximately 50% are
married. Another 50% of those married have children but utilize daycare or in-home
childcare. At the older end of the audience, children are grown or in college
themselves. The
RTM reader has a wide variety of interests outside of work and are the kind of
people who go places, do things, get involved and encourage others to do the same.
They are active with friends as well as with family from community to church to
sports to business. They are more likely than not to be the primary caregiver
to the children and elderly in their family. These
are decision makers who manage their own personal and professional lives as well
as influence those around them. They have direction and know what they want, and
what they don't know, they tend to make the effort to learn. They are more likely
to be leaders than followers, givers than takers, supporters than slackers. This
demographic audience travels comfortably between business and pleasure. She is
not intimidated by change, or by traveling somewhere new. She is resilient and
easily adapts to her constantly changing environment. Women travelers tend to
stay at hotels longer than men travelers, and use more amenities. Their personal
safety on the road is their number one concern. These
women own their own vehicles with a vast majority doing their own research, and
making the purchasing decision themselves. They like to drive and do most of it
in families for not only work but for errands and carpooling as well.
Studies
show that 34% of all do-it-yourselfers
are now women, up 37% from the past few
years.
This
body of consumers is very busy and seeks
short cuts that save time and provide
convenience to shorten their long days.
This accounts for the recent dramatic
increase in women's use of the web, surpassing
men for shopping and research online for
the first time in December 2001. As of
2007, 97 million women were online vs.
91 million men.
Demographic
breakdown of RTM's readership, click HERE. | 