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