Reader Profile
Continental readers are fully engaged in what life has to offer — from global travel to new technology products to real estate and cultural and social activities.
| Continental | 2007 MMR Average | Index | |
|---|---|---|---|
| Frequent Travelers | |||
| 11 or more commercial roundtrip flights in the past year | 41% | 10% | 415 |
| 11 or more nights spent in motel/hotel in the past year | 73% | 45% | 164 |
| 15 or more nights spent in motel/hotel for business in the past year | 33% | 10% | 345 |
| Plan to take a trip or cruise outside the U.S. in the next year | 64% | 40% | 161 |
| Nine or more car rentals in the past year | 22% | 6% | 369 |
| Used credit card for any purpose 60 or more times in the past month | 26% | 13% | 202 |
| Technology | |||
| Household owns a laptop computer | 73% | 61% | 118 |
| Household owns a handheld device | 41% | 27% | 154 |
| Spent $1,000 or more on a laptop/desktop in the past year | 31% | 19% | 161 |
| Spent $2,000 or more on an HDTV flat panel/HDTV projection screen in the past year | 17% | 11% | 151 |
| Jewelry | |||
| Spent $1,000 or more on fine jewelry in the past year | 63% | 50% | 124 |
| Spent $500 or more on watches in the past year | 15% | 6% | 274 |
| Home Décor | |||
| Plans to redecorate home in the next year |
26% | 23% | 111 |
| Plans to remodel/renovate kitchen, bathroom, or other room in home in the next year | 41% | 35% | 115 |
| Cultural Activities | |||
| Attended live theater performances in the past year |
63% | 48% | 132 |
| Attended other music/concert performances in the past year |
58% | 47% | 122 |
| Visited museums in the past year |
60% | 48% | 125 |
| Attended sports events in the past year |
71% | 63% | 113 |
| Visited spas for leisure on a regular basis | 14% | 11% | 131 |
Source: 2007 MMR, based on households with income of $85,000+
1 2007 Spring MRI
1 2007 Spring MRI
