Opinion: Who are you? Study tells us
We recently were handed the results of our latest round of commissioned marketplace research. SMARI, Inc. of Carmel did the heavy lifting for us, and we’ve learned even more about what people want in their Current each week. (You might recall that our report historically has been based on such findings. We, indeed, let the community edit our product.) So, who are you? For starters, we know that 70 percent of our initial readers are female, 82 percent are married, 69 percent have lived in the community for 10 or more years, 47 percent of households have no one 18 years old or younger in them and while 46 percent of households earn a minimum of $100,000 a year, another 11 percent of households earn at least $200,000 a year. We also know that 92 percent of Current recipients read our editions, and 64 percent of them keep Current in the home from one to seven days. Our audience is most fond of dining out (fine dining, sit-down dining and fast-food dining), travel, parks, spas and beauty opportunities, shopping for cars or automotive products, gardening and landscaping, live performances, health/wellness and fitness, museums, in-theatre movies, do-it-yourself projects, auctions and all manner of cultural events. That’s an extremely powerful snapshot of who our reader is. As has been the case, we will continue to massage our content presentation to reflect the market’s preferences, while continuing to focus on community news, government, experiential opportunities, road construction and building projects, among other topics. If you participated in the survey, we thank you for making an effort to help keep Current current for the community.