Who Are They?
Readership
Average reading time: 2 hours, 26 minutes
At-home readership: 94.8%
Any actions taken as a result of advertising: 79.3%
Sex
Male: 90.8%
Female: 9.2%
Age
Average age (years): 54
25-54 years: 47.7%
Education
Attended college: 93.8%
College graduate: 80.6%
Postgraduate work: 51.5%
Postgraduate degree: 37.6%
Household Income
Average: $203,000
Median: $131,000
$75,000+: 74.4%
$100,000+: 58.0%
Personal Employment Income
Average: $171,000
Median: $92,000
$50,000+: 78.4%
$75,000+: 61.0%
Household Net Worth
Average: $1,228,000
Median: $908,000
$1,000,000+: 45.7%
Base: All repondents
Base: Personal income: Respondents who are employed
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What do they do?
Job Title
Top management: 44.0%
Middle management: 12.3%
Professionals: 38.0%
Company Size
Small: fewer than 100 employees: 47.4%
Midsize: 100 to 999 employees: 15.7%
Large: 1,000 or more employees: 36.9%
Advisory Roles
Serve on any board of directors: 23.1%
CEO/CFO/COO: 32.3%
Chief Executive Officer: 23.5%
Chief Financial Officer: 17.9%
Chief Operating Officer: 16.0%
Areas of Responsibility
Administration/management: 29.2%
Corporate planning/development: 18.7%
Employee benefits/insurance: 28.2%
Engineering/design: 12.9%
Financial: 46.1%
Legal: 16.0%
Medical: 10.9%
Purchasing: 20.8%
Sales, marketing/advertising,
merchandising promotion: 49.3%
Technology: 19.0
Purchase Involvement
High-tech/office equipment/services: 58.9%
Computers: 52.6%
Computer peripherals: 49.8%
Office equipment: 34.4%
Telecommunications equipment/services: 40.5%
Miscellaneous:
Corporate gifts: 33.4%
Financial services: 38.8%
Freight/transportation: 29.3%
Insurance: 25.5%
Managers of Corporate Funds
For any organization: 42.6%
For company where employed: 33.8%
For other organizations: 20.3%
Average value of funds managed (millions): $265.6
Financial Professionals
Registered representative: 23.0%
Financial advisor/planner/asset manager: 21.3%
Fund Manager: 42.6%
Base: Respondents employed in business or professions
Base: Purchase involvement and miscellaneous:
Respondents who are employed
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How do they invest?
Number of Investment Transactions
in Past 12 Months
Average: 30
Median: 17
10+ transactions: 67.9%
25+ transactions: 34.6%
Use of Brokerage Firms
Any brokerage firm: 95.5%
Discount brokerage: 73.1%
Full-service brokerage: 71.8%
Online brokerage: 37.4%
Total Portfolio Value
Average: $1,110,000
Median: $610,000
$250,000+: 71.2%
$500,000+: 54.7%
$1,000,000+: 33.8%
Investments Currently Owned
Annuities: 13.3%
Bonds: 45.9%
Certificates of deposit: 17.3%
Foreign securities/ADRs: 17.6%
Money market funds: 63.3%
Mutual funds: 77.1%
Options/futures: 13.1%
Retirement accounts: 70.8%
Stocks: 91.7%
Base: All respondents
Base: Portfolio value: Respondents who own any investments/assets
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How do they use technology?
Computer/Internet/Home Office
Own a PC at home: 79.7%
Use a computer at work: 87.6%
Access Internet at home or work: 80.4%
Have a home office: 62.1%
Use Outside of Primary Office
Cellular phone: 59.7%
Laptop computer: 44.9%
Base: All respondents
Base: Use Computer/Internet work: Respondents who are employed.
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How do they spend their time?
Public Activities
Any public activities: 70.9%
Active in any environmental, civic/political or
other social issues: 44.5%
Recreational Activities in Past 12 Months
Boating, sailing: 25.5%
Fishing: 27.9%
Golf: 40.9%
Vacation travel: 75.8%
Leisure Activities in Past 12 Months
Art gallery: 53.0%
Auction: 25.5%
Museum: 59.9%
Theatre: 62.5%
Base: All respondents
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Source: Complete results of Barron's 1998 Primary Reader Survey, RWA Research best viewed with Acrobat[TM] Reader 4.0
