Mother Jones readers are affluent, highly educated, and interested in the latest ideas, both in what they read and in what they buy. They are committed to making the Earth a better place to live, and do more than just talk about it. They are passionate and involved in causes that promote social, humanitarian and political reform, as well as environmental sustainability. They are thought leaders among their peers and are willing to back up their beliefs with their actions and their money.
** MI, RI, NJ and IL are not selectable**
Demographics:
- Median Age 55
- Average HHI $100K
- Average Home value $306,000
- 58% are married/in a relationship
- 75% have at least 1 child in the home
- 94% Graduated college
- 48% Postgraduate Degree
- 53% Male/47% Female
Financial / Investing:
- 95% Have credit cards
- 90% Hold investments
- Average Portfolio Value = $341K
- 33% Have Net Worth in excess of $500K
- 57% Invest in companies that are socially responsible
- 49% Conduct thorough research before making financial decisions or investments
- 33% Seek professional guidance before making financial decisions or investments
Philanthropy / Engagement
- 89% Contribute to non-profit organizations
- 1 in 3 donate more than $500 annually
- 39% Attend events for non-profit organizations
- 32% Have volunteered time for a non-political cause in the past year
- 94% Vote in Federal, State and Local elections
- 90% Have signed a petition in the last year
- 49% Have contributed to a political party or candidate
- 66% Have contacted an elected official concerning a matter of public interest
Buying Behavior
- 89% Purchased books in the last 12 months (Average 24 books/year)
- Top Categories: General Fiction, Literary Fiction, Politics/Current Affairs, History and Biographies.
- 61% Purchased CD's or MP3's in the last 12 months (Average 47 purchases/year)
- Top Categories: Classical, Rock, Jazz, Folk, Blues, Alternative, Country/Bluegrass
- 84% Have made an online purchase in the last 30 days
- Top Categories: Books, Apparel, Travel, Movies/DVDs, Tickets (concerts, shows, etc.), Music, Educational Materials, Vitamins/Supplements
Health / Fitness
- 84% Use vitamins or mineral supplements
- 46% Follow a regular fitness program
- 43% Prefer alternative medicine/healing over prescription drugs
- 39% Use homeopathic/herbal remedies
- 25% Have purchased vitamins or supplements online in the last 6 months
- 22% Have purchased health-related books in the last 6 months
Environmentally / Socially Conscious
- 86% Will pay more for ethically-made products
- 89% Consider energy efficiency when purchasing electronics or appliances
- 91% Place considerable value on a corporation's commitment to social responsibility
- 89% Recycle
- 78% Purchase Eco-friendly products
- 77% Will pay more for healthy or organic products
- 73% Would consider the purchase of an electric, hybrid or alternative fuel vehicle
- Spend an average of $4,000/year on organic or natural products
Influence
- 1 in 2 readers are an opinion leader amongst their peers
- Their peers are most likely to seek out their opinion on: News, Politics, World Events, Books, Music, Movies, Travel (domestic and international)
Proven responders to offers of books, continuities, health and self improvement products, political, literary and news magazines, apparel, gifts, and a wide range of fundraising appeals. |
