Readership Survey Results

Mountain Pride Media publishes Vermont's only GLBTQ newspaper,
Out In The Mountains, which celebrated its 15th anniversary in 2001.

1. What is your age?

Under 18: .5%
18 - 24: 11%
25 - 34: 21.5%
35 - 44: 32%
45 - 49: 16%
50 - 54: 9%
55 - 59: 5%
60 and above: 5 %

2. You identify as?

Gay Male: 49%
Lesbian: 35%
Transgender: .5%
Bisexual Male: 2.5%
Bisexual Female: 6.5%
 Straight Male: .5%
Straight Female: 3%
Don't classify myself: 3%

3. You are?

Single: 33.8%
Divorced: 4%
Partnered: 41.3%
Widowed: 1%
Civilly United: 13.4%
Other: 3%
Married: 3.5%

4. What is your approximate annual household income?

Under $10,000: 6.3%
$40,000 - $49,999: 12.7%
$10,000 - $19,999: 9%
$50,000 - $69,999: 18%
$20,000 - $29,999: 14.3%
$70,000 - $99,999: 17.5%
$30,000 - $39,999: 15.9%
$100,000 or more: 6.3%

5. What is your highest level of education?

Some High School: .5%
Some College: 20.1%
High School Graduate/GED: 3%
College Graduate: 33.5%
Vocational/Technical Training: 2%
Post Graduate Work/Degree 40.9%

6. What is your housing situation?

Own: 56.1%
Rent: 39.8%
Other: 4.1%

7. Do you plan to buy or build a house within the next year?

Yes: 10.2%
No: 74.8%
Considering: 15%

8. In the next year do you plan to buy or upgrade any of the following? (% responding yes)

Furniture: 43.3%
Other Home Furnishings: 35%
Home Electronics: 29.1%
Home Appliances: 31.5%
Car/Truck/Vehicle: 29.1%
Car Stereo Equipment: 5.9%
Cell Phone: 22.2%
Computer/Computer Related Products: 53.2%

9. Does your shopping ever include purchases for children?

Yes: 54%
No: 46%

10. In which of the following activities do you or members of your household engage in regularly?

Skiing/Snowboarding: 28.1%
Water Recreation: 30%
Camping/Hiking/Climbing: 58.1%
Going To The Movies: 61.6%
Renting DVDs/Videos: 64.5%
Going To The Theatre/Concerts: 73.4%
Reading: 84.2%
Indoor Fitness Activities: 39.9%
Bicycling: 37.4%
Gardening: 57.1%

11. How often do you eat out?

Once a month or less: 20.8%
Several times a month: 40.1%
Once a week: 17.8%
More than once a week: 21.3%

12. Would you travel an hour or so for any of the following? (% responding yes)

Arts/Cultural Events: 90.1%
Dining: 58.4%
Sporting Events: 22.3%
Festivals: 76.7%
Shopping: 55.9%
Other activities: 10.4%

13. How often do you attend entertainment/cultural events per month?

Rarely or never: 11.4%
1 - 2 times: 46.8%
3 - 5 times: 33.3%
6 - 10 times: 6%
More than 10 times: 2.5%

14. How often do you travel (overnight away from home) for business or pleasure?

Once a year or less: 9.9%
2 - 4 times: 29.9%
5 - 7 times: 23.9%
8 - 10 times: 15.4%
More than 10 times a year: 20.9%

15. How many hours a week do you watch television?

Never: 18.5%
1 - 5 hours: 39.5%
6 - 9 hours: 25.5%
10 - 19 hours: 15.5%
20 hours or more: 1%

16. Do you use a computer at home?

Yes: 84.6%
No: 15.4%

17. Do you shop online?

Never: 31.8%
Occasionally: 51%
Often: 17.2%

18. What banking/financial services do you use?

Checking: 96.6%
Savings: 77.8%
Money Market: 28.6%
IRA: 38.9%
Mortgage: 35.5%
Home equity loan: 9.4%
Certificate of Deposit: 20.2%
Investment Services: 42.9%
Other: 5.9%

19. How frequently do you read Out In The Mountains?

Every issue: 82%
8 issues a year: 6%
6 issues a year: 7.5%
3 issues or less: 4.5%

20. How long, on average, do you spend looking through each issue?

More than an hour: 32.8%
30 - 60 minutes: 44.6%
15 - 30 minutes: 19%
Less than 15 minutes: 4.5%

21. How many people are likely to read your copy of OITM?

1 other person: 68%
2 other people: 22.8%
3 other people: 4.9%
more than 3 other people: 4.3%

22. How long do you keep each issue of OITM?

I save them indefinitely: 23%
all month: 40.8%
2 weeks: 16.3%
1 week: 11.7%
Less than a week: 8.2%

23. How many times do you refer to each issue during the month?

10 times or more: 3.7%
7 - 9 times: 4.7%
4 - 6 times: 22.5%
1 - 3 times: 69.1%

24. Have you used the services/products of an advertiser because they advertise in OITM?

Yes: 70.4%
No: 29.6%

25. If yes, have you since become a repeat customer of these advertisers?

Yes: 82.4%
No: 17.6%

26. How often do you access Out In The Mountains through our web site - www.mountainpridemedia.org?

Never: 51.1%
Once a month: 37.2%
Once a week: 9.6%
More than once a week: 2.1%

27. Do you have trouble finding OITM?
    
    Yes: 4.8%
    No: 79.6%
    Occasionally: 15.6%

This readership survey was conducted in October 2000 thanks to a generous grant from the Samara Foundation Of Vermont. The results of the 204 surveys that were returned were compiled and analyzed by Danielski & Associates of Burlington, VT.