• Mature adults

  (average age 56)

  
  

• Established

  (71% are married; most have children and have lived at their address for many years)

  
  

• Homeowners

  (94% own their homes)

  
  

• Country dwellers

  (Most live in non-urban areas)

  
  

• Land owners

  (Readers average 20 acres per household)

  
  

• Gardeners

  (more than 10 million have gardens)

  
  

• Shoppers

  (66% purchase by phone/mail/Internet)

  
  

• Travelers

  (5.7 million took more than a one-day trip)

  
  

• Family Cooks

  (NCM readers prepare food from scratch at levels two to three times the national average)

  
  

Source: All research, percentages, national averages and indices in this site are derived from the Mediamark Research Inc., Custom Division NCM Studies, October, 2007, December, 2004 and September 2001.

Download October 2007 NCM Reader Profile Study (576kb PDF)

Download October 2004 NCM Reader Profile Study (315kb PDF)