SURVEY RESULTS

Chronicle survey results

icle arranged with graduate student Linda Sikora to conduct a marketing survey of O lengthy survey forms were sent out and about 400-a significant enough samplesly returned to Sikora who compiled the data.

elped Sikora advance towards her master's degree in Consumer Research. They also arn what our readership is like. We've already summarized much of the purchasing to potential advertisers, one of the reasons we needed the survey in the first place. y of the answers into a readable format to give an audience profile.

retty impressive.

contains a few surprises, but overall, the Chronicle's readership is a good slice of rea population.

part in the survey, we thank you. The information gives credibility when we apd lets us know where the paper is doing well and where it needs to change. In't fill out the form, the information still applies as we had enough of a statistical e results to all Chronicle readers.

ures show percentages that are an average of the total number. When there were ences between answers given by men and women, both figures are listed. Once in ta broken out by age or income level is shown. readers, may we introduce you to yourselves.

ently own your first

vehicle?

Women

86% 10%

of the first

% Ameri-

= Japanese.

le

0 or less come

ey on

How often do you spend money on concerts per year?

1-2 times

.............

men 26% women 34%

3-4 times ............. men 21% women 27% men 19% women 9%

................

None.......... Average times: 4.0 overall, 5.3 for people over 50, 5.9 for people with income over $90,000

Average amounts spent per year: $177 for men, $126 for women.

How often do you spend money on the ballet per year?

1-2 times

None.........

39%

50%

Average times: 0.7 for people with income

of $30,000 or less, 2.4 times for people with income over $90,000.

Average amount spent per year: $51.

How often do you spend money on live theater per year?

1-2 times

Female: 41%

Male 59%

Male to female transgendered:

I identify as

Women

Gay Lesbi

10%

eligious affiliation

otestant

ave none Catholic...........

Other

I'm out of the closer

Wor

With family

men 27% women 43%

At work

41%

.............

3-4 times

70% 6%

None.........

men 24% women 25% men 16% women 17%

At school

14%

10%

month?

1, $127 for

Average times: 3.4 overall, 1.9 for people ages 30 or less, 5.8 for people over 50 Average amount spent per year: $179 for men, $95 for women.

I ident

Women

Butch

Femme

ith incomes

18%

No label

76%

Travel

ey on bars/ month?

I have children

Women

Men

33%

Weeks per year taken for personal

9%

4%

18%

vacations

7%

18%

less than 1 or none

6%

6%

31%

1-2 weeks

34%

3 or more

5%

for women

3-4.

42%

80%

5-6

13%

live with me 13%

month?

en, $34 for

Number of people living

Political

91% of women and 94% of men are registered to vote.

86% of women and 93% of men voted in the last presidential election.

77% of women and 85% of men voted in the last local election.

SURVEY RESU

Your political outlook

Very conservative

Women Men

1%

2%

Somewhat conservative

7%

10%

31%

29%

Somewhat liberal

36% 37%

Middle of the road

21%

22%

Very liberal

Chronicle reading habits

1

111

Political party affiliation

Women Men

Democrat

68%

61%

I look for my copy of the Chronicle at Subscription

48%

Bar

27%

Republican

7%

12%

Bookstore..

16%

Other

3%

1%

General retail store

6%

Independent or none

22%

27%

Theater/cultural outlet

4%

Restaurant

7%

Republicans are

10%

Other places

13%

T

15% of the women and 21% of the men use

8%

17%

of people aged 30 or less .....of people aged 31-50 of people aged over 50 8%... of those w/income of $30,000 or less 17% of those w/income of $50,001-70,000 19% of those w/income of $70,001-90,000

the 900 Personals service.

I read the Chronicle

Cover to cover

Front page and scan the rest.

59%

41

8%

Only certain sections...... Only some articles of interest

8%

..........

23%

The following show the average agreement with the statement "the Chronicle is" on a scale of 1 to 5; 5 strongly agree,

=

1 = strongly disagree.

Informative

Entertaining

Political

Risque

Pornographic.

4.2

3.6

3.9

2.2

1.6

2.7 overall

2.8 say the men

2.9 overall 2.7 say the men

1.9

3.5

2.8

3.0

Orientated towards women.....

2.6 say the women, Orientated towards men

3.2 say the women, Frivolous Well-balanced Biased

Self-promoting.

The following show the average enjoyment with each Chronicle section on a scale of 1 to 5; 5 strongly enjoy, 1 = strongly dislike.

Local news

National news News briefs

Editorials.

Postings On the Air Psyched Out

1

kne

for

4.1

111

4.0

4.0

3.6

3.6

3.5

3.3

Cartoons

3.6 overall

3.9 say the women,

3.3 say the men

Entertainment..

3.9

Sports

3.1

Community group columns

3.8

TOT

Calendar

4.0

Personals

3.5

Resource Directory

4.1

Display ads for sexual phone services

Women Men

Should never be in the Chronicle 10% 8%

I don't like but skip them

Are okay if not lewd

40% 24%

27% 32%

1

Any kind of sex ad is okay No opinion

10% 19%

11%

13% 17%

271

San Francisco

Chicago

en, $128 for

Other U.S. Abroad

34 for ages

ey on "fine

1%

women 6%

for women

month?

I have visited or plan to visit

Toronto New York City

Provincetown

Washington, DC Key West

Los Angeles

Women

Men

Women

56% 66%

31%

40% 60% 56%

56%

33%

50% 60% 33% 39% 23% 31% 46% 45%

10%

3%

with

37% 61%

Women

67% 71%

32% 51%

Roommate

52 17

$153

$164

Basic mode of travel for personal vacations

I have Jabian

$186

Women Men

$188

Airplane

57%

74%

Train

1%

4%

Sister Other (!)

retail food

Bus

4%

1%

2%

Car

Ship

58% 40% 2% 3%

ey on mov-

4%

How often do you travel on business

trips per month?

1-2 times

27 spent per

3-4 times

Over 12 times

Never

19%

5%

15%

30%

I want to see sexual phone service ads

run

Women Men

Nowhere/no association

15% 9%

Back with the personals

22% 26%

In a pull-out section

28% 24%

12% 12%

In a separate section Anywhere in the paper No opinion

7% 9% 16% 20%

ONCE AGAIN, THANKS TO EVERYONE WHO PARTICIPATED IN

THIS SURVEY