The survey taken last week of FERMENTATION readers yielded some interesting results. I have a pretty good picture of my readers' demographics. For example:
GENDER
Males: 76%
Female 24%
AGE
21-30 21%
31-40 24%
41-50 29%
51-60 18%
61-70 8%
70+ -1%
HOUSEHOLD INCOME
Up To $25K 6%
$25-$50K 9%
$50K - $75K 13%
$75K - $100K 20%
$100K - $150K 23%
$150K - $200K 15%
$200K - $500K 13%
$500K -$1mil 1%
$1mil+ 1%
EDUCATION LEVEL
High School Degree 9%
Junior College Degree 3%
Four Year Degree 52%
Post Graduate Degree 31%
phD 5%
MARRIAGE
Married 66%
Single 34%
WORK IN OR AROUND THE WINE INDUSTRY
Yes 62%
No 38%
In this demographic breakdown you get a picture of the average FERMENTATION reader as a married middle aged man with a college degree making around $75K to $150K per year. Interestingly, this sounds a lot like me.
But it's that last statistic, about working or not in the wine industry, that is really interesting. As I noted in an earlier post, the percentage of readers that work in the wine industry has increased nearly 25% since I took this survey 3 years ago. The reasons are obvious. Simply look at my content. But even more interesting is the differences between industry readers and non-industry readers.
THE AGE DIFFERENCE (yes=works in industry)
THE EDUCATION DIFFERENCE (yes=works in industry)
THE INCOME DIFFERENCE (yes=works in industry)
THE DAILY DRINKING DIFFERENCE (yes=works in the industry)
THE MEDIA CONSUMPTION DIFFERENCE (yes=works in industry)
Turns out that those who don't work in or around the wine industry tend to make more money, tend to have a higher education level and tend to be older. However, those in the industry drink are more likely to drink on a daily basis. And of course industry types tend to read more wine publications more often.
THE GENDER GAP
And what about a gender gap? My women readers tend to be slightly younger than the men, they tend to make less money, they are less likely to drink every day, women are much less likely to own more than 300 bottles of wine, they tend to pay less for their wine, they are much less likely to read this blog on a daily basis, and they are much more likely to read Food & Wine Magazine and Bon Appetit than are my male readers.
And once again, I want to thank everyone who took the survey.
