Varsity’s Readers: A Closer Look
Reader Demographic Profiles
In the fall of 2005, Varsity surveyed more than 2,000 readers to determine their wants, needs, and purchasing habits. The ages of the respondents primarily fell within the following two demographic profiles: student readers (13 to 18-years-old) and adult readers (19 to 62-
years-old).
General Survey Highlights
- 97 percent of our readers—adults and student-athletes—keep/hold on to Varsity
- 70 percent of Varsity’s adult readership has a household income over $100,000
- 95 percent of Varsity’s student readers visit www.varsityNE.com, on average, nearly eight times a week, while 73 percent of adult readers visit the website more than once a week
- 81 percent of Varsity readers are “more likely to purchase a product or service that is advertised in Varsity Magazine”
- 82 percent of Varsity readers spend over an hour reading Varsity, and 32 percent spend over three hours reading Varsity
- 11 people—on average—touch (pass-along readership) one copy of Varsity
Student Reader Profile (13 to 18-Years-Old)
- 72 percent have their own credit card
- 75 percent purchase products via the Internet
- 85 percent have their own source of income
- Varsity’s student readership spends, on average, $400 a year on clothing
- 96 percent expect to go to college
- Nearly 75 percent expect to attend college in New England
- Varsity’s student readers spend, on average, nearly $400 a year on sporting goods
- 78 percent are multi-sport athletes
- 78 percent attend either private sports instruction or some sort of sports camp
- 80 percent ski or snowboard
Adult Reader Profile (19 to 62-Years-Old)
- 94 percent attended college or graduate school
- 80 percent is or will be seeking financial aid to pay for college
- The average household has three cars and three computers
- 52 percent are planning on buying a car in the next two years
- 49 percent are planning to own a boat/RV/motorcycle in the next five years
- The last major purchase for Varsity’s adult readers:
- Car/Truck: 42 percent
- TV/HDTV/Home theater: 15 percent
- House: 10 percent
- Computer: 8 percent
- Other: 25 percent
- Varsity’s adult readership spends, on average, yearly:
- $275 on jewelry
- $475 on clothing
- $375 on electronics
- $450 on cell phones and service
- $280 on music and movies
- $230 on vitamins/supplements
- Over $500 on travel
- Over $410 on sporting goods
- Varsity readers eat at a restaurant, on average, more than eight times per month
- 100 percent give to charities
Circulation & Distribution Information
Varsity Magazine has a circulation of 30,000.which includes 17,800 paid and unpaid subscribers and a newsstand presence of roughly 12,200 in New Hampshire and Vermont.
