ADVERTISING
Reader
Survey 2003 Media: Magazine &
Online Where: USA eMailed: 3,000 Undelivered: 74 Net
eMailed: 2,926 Survey
Completed: 1,677 Response
Rate: 57.3% Readership Magazine &
Online Reader references
to Airguide each month: 9 Keep issue for
three months or more: 79% Renewal
Rate: 88% Readers per
Copy: 4 Sex Male 85% Female 15% Married Yes 81% No 19% Age Average 43 25-34 8% 35-39 10% 40-44 13% 45-49 13% 50-54 14% 55-59 14% 60-64 12% 65+ 16% Education Attended
College 97% College
Graduate 47% Master's
Degree 25% Doctoral
Degree 8% Household
Income Average $196,000 Personal
Income Average $132,000 50,000+ 86.0% 100,000+ 71.0% 150,000+ 52.0% Net
Worth Average $1,054,000 Residence Domestic
Region North
America 58% International
Region Asia - Middle
East 2% Asia -
Pacific 5% Europe
Western 35% Management
Level Top
Management 55% Management /
Professional 88% Board of
Directors Membership Are on One or More
Corporate Boards 34% Member of Two or
More Board of Directors 12.5% Company
Size Number of
Employees 50-99 52.5% 500-999 24.9% 1,000+ 22.6% Company
Size Sales
Volume Under
$1,000,000 18.7% $1-10
million 26.3% $10-50
million 17.4% $50-500
million 20.8% $500-1,000
million 2.8% Over $1
billion 14.0% Air
Travel Domestic Trips
Last Year 33 For
Business 90% For
Leisure 92% International
Trips Last Year 11 For
Business 64% For
Leisure 73% For Part
Businees/Leisure 51% Passport
Ownership The
Subscriber 99% US Adults
(average) 22% Who Chooses and
Books Airline The
Subscriber 45% Secretary/Assistant 7% Corp. Travel
Dept. 7% Travel
Agent 17% Other 1% Who Plans
Leisure Travel The
Subscriber 96% Spouse or
Partner 27% Travel
Agent 11% Other 1% Subscribed to an
Online Service 97% Reasons for
Going Online Booking
Reservations 69% Business
Research 62% E-Mail 88% Investments 47% News 58% Personal
Information 63% Shopping 57% Other 4% Reasons for
Online Booking Airline
Reservations 65% Car Rental
Reservations 60% Hotel
Reservations 42% Research Travel
Plans 83% Do You Use Any
of the Following Travel Sites Travelocity.com 59% Do You Use Any
of the Following Sites Any of the
following Amazon.com 61% Ameritrade.com 6% BN.com 29% Airlines
Flown Domestic Airline Last
Year Alaska 13% America
West 16% American
Airlines 59% American Trans
Air 3% Continental
Airlines 39% Delta Air
Lines 61% Northwest 24% Southwest
Airlines 26% United
Airlines 66% US
Airways 33% Airlines
Flown International Airline Last
Year Aer
Lingus 4% Air
Canada 17% Air
France 21% Air
India 2% Alaska 10% Alitalia 9% America
West 11% American
Airlines 49% ANA All Nippon
Airways 7% British
Airways 32% Continental
Airlines 28% Delta Air
Lines 47% El Al
Israel 2% Japan
Airlines 7% KLM Royal Dutch
Airlines 12% Korean
Air 4% LanChile 4% Lufthansa 30% Northwest 22% Singapore
Airlines 21% Swiss
International 14% United
Airlines 59% US
Airways 23% Varig 4% Virgin
Atlantic 7% Alliances
Flown OneWorld 68% SkyTeam 61% Star
Alliance 80% Wings 50% Other 14% Class
Flown Domestic First
Class 20% Business
Class 68% Economy
Class 11% Shuttle 40.6% International First
Class 20% Business
Class 68% Economy
Class 11% Frequent
Traveler Memberships Frequent Flyer
Elite-Level Programs 2.5 Frequent Flyer
Programs 7 Affinity Credit
Card Programs 77% Hotel Frequent Stay
Programs 4 Long-Distance
Telephone Program 97% Number of Miles or
Points 450,000 Destinations
Flown Domestic
Region 33 Canada 41% Mexico 21% Domestic
City Atlanta 47% Boston 40% Chicago 61% Dallas 41% Denver 34% Indianapolis 13% Houston 24% Las
Vegas 43% Los
Angeles 64% Miami 41% Minneapolis 18% New York 65% Philadelphia 29% Phoenix 23% San
Diego 29% San
Francisco 55% Seattle 28% St.
Louis 15% Washington
DC 52% International
Region 11 Africa 12% Asia 47% Asia - Middle
East 21% Asia -
Pacific 10% Caribbean &
Bermuda 36% Central & South
America 26% Europe
Eastern/Russia 15% Europe
Western 85% Car
Rental Car Rentals Last
Year 13 Who Chooses and
Books Car Rental The
Subscriber 38% Secretary/Assistant 5% Corp. Travel
Dept. 6% Travel
Agent 13% Other 1% Hotel &
Resort Hotel Nights
Last Year 56 Domestic Hotel
Nights Last Year For
Business 45% International
Hotel Nights Last Year For
Business 29% Who Chooses and
Books Hotel Stay The
Subscriber 42% Secretary/Assistant 7% Corp. Travel
Dept. 7% Travel
Agent 17% Other 2% Hotel
Class Domestic Hotel
for Business Deluxe 5
Star 31% Superior 4
Star 50% First Class 3
Star 26% Moderate 2
Star 11% Economy 1
Star 2% International
Hotel for Business Deluxe 5
Star 50% Superior 4
Star 63% First Class 3
Star 32% Moderate 2
Star 13% Economy 1
Star 3% Travel
Technology Electronic
Equipment Any 82% Laptop 61% PDA 30% Cellular/Digital
Phone 71% Pager 10% Household Owns
Computer Yes 86% Purchased Computer
Last Year Yes 55% Credit Cards
Used American
Express 81% American Express
with Rewards 67% Diners
Club 24% Discover 19% Mastercard 69% UATP 1% Visa 91% Calling Cards
Used Any 87% AT&T 58% MCI 28% Sprint 12% Other 12% Jewelry &
Watches Purchased the
Last Year Jewelry 54% Watches 44% Alcoholic
Beverages Consumed the
Last Year Any Type 65% Gin 28% Rum 23% Scotch
Whiskey 31% Vodka 44% None 35%
The Best Source for Global Air Travel
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