Audience Demographics
Stars and Stripes conducts research studies regularly, most recently with Frank N. Magid & Associates in 2011. We know our readers and their shopping habits — and that they are highly responsive to advertising.
SHOPPED FOR IN THE PAST 12 MONTHS
- 48% for automobile or motorcycle
- 80% for consumer electronics
- 76% for clothing and shoes
- 74% for books or other reading material
- 68% for travel planning service
- 66% for entertainment
- 38% for military gear
- 36% for jewelry
SHOPPING HABITS
- 1 in 4 would shop first in the newspaper for automotive, real estate, employment, baby care
- 4 in 10 check newspaper ads first when shopping for toiletries, personal care products
- 3 in 10 check newspaper ads first when shopping for furniture/home furnishings
- 8 in 10 shopped for electronics, gifts, books, and clothing and shoes in the past 12 months
HARDEST ITEMS TO OBTAIN WHEN DEPLOYED
- 25% Toiletries (especially hair care)
- 16% Clothing
- 14% Technology
- 11% Entertainment
STARS AND STRIPES READER PROFILE
- 81% Looked at Stars and Stripes the day before
- 73% Think Stars and Stripes has maintained or improved its quality
- 59% Shop off base one or more times a week
- 33% Shop online one or more times a week
- 67% Usually look at the ads as they read Stars and Stripes
Stars and Stripes Reader Profile - Status
|
Status
|
|
Status
|
|
|---|---|---|---|
| Male | 79% | Active Duty, Guard or Reserve | 58% |
| Female | 21% | Contractor or Civilian DoD or Gov't | 29% |
| Married | 73% | Spouse or Other Relative | 6% |
| Single | 14% | Retired Military (not included above) | 7% |
Stars and Stripes Reader Profile - Age & Income
|
Age
|
|
Income
|
|
|---|---|---|---|
| Age 25-54 | 82% | HHI $50K+ | 68% |
| Age 35-49 | 45% | HHI $75K+ | 44% |
| Age 35-54 | 55% | HHI mean | $57K |
Mean income: $57,000 (excluding housing or post allowances)
The visitors to the Stripes.com web site present some striking contrasts to the Stars and Stripes newspaper audience. The newspaper is published only overseas and largely distributed on base. Forward deployed forces have limited access to the Internet and their numbers tend to dominate the newspaper audience, while being under represented online.
STRIPES.COM WEB SITE READER PROFILE
- 58% Visit one or more times a day (38% visit daily)
- 36% Live off base in private housing (36% own)
- 65% Would definitely recommend Stripes.com
- 62% Rank Stripes.com at top for professional quality of news reporting
- 80% Think Stripes.com has maintained or improved its quality
Stripes.com Web Site Reader Profile - Status
|
Status
|
|
Status
|
|
|---|---|---|---|
| Male | 74% | Active Duty, Guard or Reserve | 37% |
| Female | 26% | Contractor or Civilian DoD or Gov't | 26% |
| Married | 75% | Spouse or Other Relative | 16% |
| Single | 11% | Retired Military (also included above) | 34% |
Stripes.com Web Site Reader Profile - Age & Income
|
Age
|
|
Income
|
|
|---|---|---|---|
| Age 25-54 | 83% | HHI $50K+ | 69% |
| Age 35-49 | 43% | HHI $75K+ | 46% |
| Age 35-54 | 56% | HHI mean | $79K |
Mean income: $83,000 (excluding housing or post allowance)
CURRENT STATION
- 42% USA
- 33% Europe
- 10% Pacific
- 13% Middle East / Afghanistan
Contact us for more information on Advertising with Stars and Stripes.
