Has anyone besides me read the survey results? What a group we are! I think the wealth & education should really help the magazie get good ads. What I thought was also very interesting were the results about how much of the magazine different peole read. I wish there, unless I missed it, were data baout the difference between men & women and reading the magazine. also, I didn't see a breakdown between sexes and ed level. I thought that the tri section was amazing. I was once told that triatheletes were some of the richs people in the country.
Overall it is so interesting and done really well!
Craig,
I assume you are talking about the USMS survey, conducted by the Editorial Committee, under the leadership of Tom Boyd. They did an awesome job!
Some results are on the web at www.usms.org/.../
From: www.usms.org/.../consumption_report.pdf
"The average USMS household has .88 children, well below the national average, but that is expected because of the higher average age of our members."
Anyone else confused by this explanation?
I'm not surprised USMS members have fewer children than the national average. I think adults who compete in sports are just less likely to have kids.
I found the segmentation in the segments report confusing:
Less serious (casual) competitive swimmers.
49% having done a swim meet
79% having done triathlons
Triathletes
95% having done a swim meet
34% having done triathlons
Casual competitive swimmers do more triathlons and less swim meets than triathletes?
Originally posted by knelson
"The average USMS household has .88 children, well below the national average, but that is expected because of the higher average age of our members."
Anyone else confused by this explanation?
No, seems rather logical to me. "Household" implies that you are asking how many reside at that location. For marketing reasons, the useful information is how many are in the household (i.e., will be using goods purchased, or will see ads in the magazine and might be influenced to purchase, or parents might purchase for kids, or kids might read the magazine), rather than how many kids the member has had.
As you get older, hopefully the kids will move out, therefore the low number of kids in the household is directly related to the average age of the members.
