Reader Profile

BASELINE - Reader Profile

Female: 90%        

Male: 10%

Average age: 17

ABC1: 80%

Still Studying: 76%

Working fulltime: 12%

Unemployed: 2%

In the last 12 months BASELINE readers bought on average

37 CD Albums-£425.50 for every reader

                                                        Total readership- £18m

65 CD Singles-£178.75 each reader

                                                     Total readership- £9m             

33% buy a lot of their music from a major music chain (i.e. HMV)

19% specialist record shop.

48% buy their music from an online retailer (Amazon, ITunes)

81% tracks downloaded in the last month.

76% own an iPod.

20% own a CD player.

97% have a mobile phone.

Like to keep up to date

74% say it’s important to keep up with the latest music.

59% are passionate about music.

Concerts and events

87% go to concerts regularly/often.

68% get their tickets online.

11% get tickets over the phone.

97% agree that music is a part of their daily lifestyle.

77% agree that they like to listen to new artists, which are being advertised.

43% are tempted to buy the products that are being advertised in the magazine.