DEMOGRAPHICS

Global Conversation

Biblical Worldview Journalism On News That Goes
Unreported, Underreported or Misreported.

PURCHASING POWER

CREDIT CARDS: WORLD's affluent readers maintain a high standard of living.

Credit card usage in the past 12 months:
» 2% Almost never
» 48% More than once a week
» 16% About once a week
» 22% Less than once a week, but more than once a month
» 12% Less than once a month, but more than once a year

» American Express 27%
» Discover 28%
» MasterCard 56%
» Visa 77%
» None 5%

DIRECT RESPONSE: WORLD readers are active buyers.
» 49% have spent $300+ on mail order during the past year.

How often people purchase throughout mail-order in a typical year:
» 3% Never
» 23% Once or twice a year
» 52% Three to eleven times a year
» 12% Once a month
» 10% More often than once a month

79% INVEST IN THE STOCK MARKEY VIA A MANAGED 401K ACCOUNT AND/OR A PERSONAL PORTFOLIO

INVESTMENTS: WORLD readers are active investors. 62% plan on making more investment decisions in the next 12 months.

Amount of money currently in investments:
» 27% Under $25,000
» 12% $25,000 to $49,999
» 16% $50,000 to $99,999
» 23% $100,000 to $249,999
» 13% $250,000 to $499,999
» 8% $500,000 to $999,999
» 7% $1 Million or more

Readers interested in learning more about investment opportunities: 26%

38% OF WORLD SUBSCRIBERS UTILIZE THE SERVICES OF A PROFESSIONAL FINANCIAL PLANNER AND 21% UTILIZE THE SERVICES OF A CHRISTIAN FINANCIAL ADVISOR

INTERNET:
TIME SPENT WEEKLY:
» 0 to 2 hours 5%
» 2 hours to 4 hours 13%
» 3 hours to 6 hours 26%
» 8 hours or more 56%

PURCHASES DURING THE PAST YEAR VIA THE INTERNET:
» 0-1 3%
» 1-3 5%
» 3-5 10%
» 5-7 11%
» 7-10 14%
» 10+ 58%

COMPUTER:
PLAN TO PURCHASE A NEW COMPUTER IN THE NEXT YEAR TO THREE YEARS 52%

PURCHASED COMPUTER SOFTWARE IN THE PAST YEAR:49%

97% OF WORLD SUBSCRIBERS OWN A CELL PHONE

TRAVEL: 53% of WORLD readers have taken trips outside of the 48 contiguoug US states during the past 3 years.

IN THE PAST 12 MONTHS:
» 91% made overnight trips
» 70% traveled by commercial airlines within the 48 contiguous US states
» 42% spent 10 or more nights at a hotel, motel, or resort for either business or personal reasons
» 53% rented a car or other vehicle

MEMBERS OF ONE OR MORE FREQUENT FLYER PROGRAMS: 56%

82% OF WORLD SUBSCRIBERS HAVE TAKEN MISSION AND/OR MINISTRY TRIPS IN THE PAST YEAR AND 20% OF WORLD SUBSCRIBERS HAVE TAKEN AT LEAST FOUR MISSION AND/OR MINISTRY TRIPS IN THE PAST YEAR

NUMBER OF TRIPS TAKEN BY CATEGORY:
1	2	3	4	5	6	7	8	9	10
BUSINESS TRIPS:
26%	21%	14%	9%	7%	5%	2%	3%	1%	14%
TRIPS FOR VACATION OR PERSONAL REASONS
32%	30%	13%	10%	5%	4%	2%	%	0%	3%
TRIPS COMBINING BOTH PERSONAL AND BUSINESS
35%	31%	11%	9%	4%	3%	1%	1%	0%	4%

ITEMS PURCHASED OVER THE PAST YEAR: 30% of WORLD subscribers have purchased ten or more CD's within the past year.
» Books 99%
» Clothes 98%
» Music/Recordings 80%
» Accessories 73%
» Videos 67%
» Computer Software 50%
» Computer Hardware 43%
» Collectibles 21%

73% HAVE SPENT MORE THAN $100 ON BOOK PURCHASES IN THE PAST 12 MONTHS

BOOKS:
WHERE THE MAJORITY OF BOOKS OBTAINED:
» Internet 40%
» Borrow books from local library 30%
» Christian Bookstore 13%
» Secular Bookstore 8%

BOOK CATEGORIES READ BY SUBSCRIBERS AND HOUSEHOLD MEMBERS IN THE PAST YEAR:
» Fiction: 87%
» Christian Fiction: 80%
» Childrens Books: 77%
» Non-Fiction:
      Theology 86%
      Christian living 83%
      History 82%
      Politics 71%
      Health 60%
      Business 46%

83% of WORLD SUBSCRIBERS HAVE READ A BOOK FOR PLEASURE IN THE PAST MONTH

ESTIMATED DATE OF LAST MAIL ORDER PURCHASE:
» Never 7%
» This month 62%
» 2-5 months 21%
» 6-12 months 4%
» Over 12 months 6%

90% OF WORLD SUBSCRIBERS PURCHASED MORE THAN ONE AUDIO CD WITHIN THE PAST YEAR

DONATES MONEY TO A MISSIONS ORGANIZATION:
» Once per month 75%
» Once per year 7%
» On Occasion 16%
» Never 1%

PLANNING TO PURCHASE AN AUTOMOBILE WITHIN THE NEXT YEAR TO THREE YEARS: 44%

TYPE OF VEHICLE MOST LIKELY TO PURCHASE:
» Domestic 46%
» Foreign 48%
» Other 6%

Contact World Magazine Account Executive