SEX
97.3% Male
2.7% Female
(MRI Average Adult Male: 100%)
AGE
40.8 Years Median/41.5 Average
59.7% are between ages 25-44
(MRI Average Adult Male: Median Age 41.0/Average Age 42.9 years)
HOUSE HOLD INCOME
$70,300 Median/$99,200 Average
(MRI Average: $40,300 / $48,100)
72.9% earn over $50,000 per year (MRI Average: 37.9%)
60.9% earn over $60,000 per year (MRI Average: 27.7%)
45.0% earn over $75,000 per year (MRI Average: 17.4%)
25.7% earn over $100,000 per year (MRI Average: 7.9%)
MARITAL STATUS
66.7% Married (MRI Average: 61.4%)
EDUCATION
49.6% College Graduates (MRI Average: 28.3%)
OCCUPATION
49.0% Professional/Managerial (MRI Average: 28.3%)
RACER DELIVERS AN EXCLUSIVE AUDIENCE
98.2% do not subscribe to WINSTON CUP ILLUSTRATED
97.9% do not subscribe to NASCAR WINSTON CUP SCENE
96.3% do not subscribe to STOCK CAR RACING
95.7% do not subscribe to CIRCLE TRACK
93.8% do not subscribe to NATIONAL SPEED SPORT NEWS
89.8% do not subscribe to AUTOMOBILE
86.7% do not subscribe to CAR and DRIVER
83.0% do not subscribe to ROAD & TRACK
63.5% do not subscribe to AUTOWEEK
- Our subscriber spends an average of 106.2 minutes reading RACER each month
(Average time spent reading ROAD & TRACK :40 minutes)
- 85.7% of RACER subscribers attended a motorsports event in the past 12 months
(More than 53% attend three or more motorsports events annually)
- 91.3% of RACER subscribers watch racing on TV three times a month or more
- 71.4% of RACER subscribers own a personal computer
(Compared to 32.8% for the MRI average U.S. male)
- 73.4% of RACER subscribers buy and collect racing memorabilia
67.7% purchased racing books or videos in the past 12 months
63.9% purchased racing models in the past 12 months
62.0% purchased racing apparel in the past 12 months
- 90.9% of RACER subscribers purchased automotive maintenance products within the past 12 months, spending an average of $260 annually
87.2% purchased motor oil, 68.6% personally installed
80.8% purchased oil filters, 63.2% personally installed
87.2% purchased spark plugs, 48.1% personally installed
- 80.5% of RACER subscribers purchased replacement parts within the past 12 months, spending an average of $891.80 annually
52.9% purchased batteries, 46.0% personally installed
38.6% purchased performance tires, 19.5% personally installed
23.9% purchased shock absorbers, 15.7% personally installed
- 79.8% of RACER subscribers purchased automotive cosmetic products within the past 12 months, spending an average of $92.20 annually
71.0% purchased exterior waxes and polishes, 67.8% personally applied
62.7% purchased interior cleaners/protectants, 60.6% personally applied
42.4% purchased wheel care products, 40.3% personally applied
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