RESEARCH
ADULT READERS
| DEMOGRAPHIC | (000) | % COMP |
|---|---|---|
| Adults | 27,016 | 100 |
| Women | 21,247 | 79 |
| Men | 5,769 | 21 |
| Adult Readers Per Copy | 3.35 | |
| AGE | ||
| 18-34 | 5,328 | 20 |
| 18-49 | 11,166 | 41 |
| 25-49 | 9,485 | 35 |
| 25-54 | 11,777 | 44 |
| 50+ | 15,851 | 59 |
| Median Age | 55.09 | |
| HOUSEHOLD INCOME | ||
| $50,000+ | 17,430 | 65 |
| $75,000+ | 12,689 | 47 |
| $100,000+ | 9,103 | 34 |
| Median HH Income | $70,454 | |
| MARITAL STATUS | ||
| Married | 15,307 | 57 |
| HOME OWNERSHIP | ||
| Own Home | 19,620 | 73 |
| Median Home Value | $248,095 | |
| EDUCATION/EMPLOYMENT | ||
| Att/Grad College+ | 17,040 | 63 |
| Graduated College+ | 8,447 | 31 |
| Employed | 13,700 | 51 |
| CHILDREN | ||
| Parent | 7,505 | 28 |
| Families (Married and Parent) | 5,216 | 19 |
| Any Child Under 6 | 3,638 | 14 |
| Any Child 7-17 | 5,615 | 21 |
Source: MRI Doublebase 2021, Base: Adults
WOMEN READERS
| DEMOGRAPHIC | (000) | % COMP |
|---|---|---|
| Women | 21,247 | 100 |
| Readers Per Copy | 2.60 | |
| AGE | ||
| 18-34 | 3,911 | 18 |
| 18-49 | 8,497 | 40 |
| 25-49 | 7,238 | 34 |
| 25-54 | 9,087 | 43 |
| 50+ | 12,751 | 60 |
| Median Age | 55.6 | |
| HOUSEHOLD INCOME | ||
| $50,000+ | 13,504 | 64 |
| $75,000+ | 9,737 | 46 |
| $100,000+ | 6,869 | 32 |
| Median HH Income | $68,939 | |
| MARITAL STATUS | ||
| Married | 11,857 | 56 |
| HOME OWNERSHIP | ||
| Own Home | 15,423 | 73 |
| Median Home Value | $247,567 | |
| EDUCATION/EMPLOYMENT | ||
| Att/Grad College+ | 13,560 | 64 |
| Graduated College+ | 6,735 | 32 |
| Employed | 10,279 | 48 |
| CHILDREN | ||
| Parent | 5,966 | 28 |
| Families (Married and Parent) | 4,022 | 19 |
| Any Child Under 6 | 2,778 | 13 |
| Any Child 7-17 | 4,538 | 21 |
Source: MRI Doublebase 2021, Base: Women
BHG.com Users
| DEMOGRAPHIC | % COMP |
|---|---|
| Women | 81 |
| Men | 19 |
| AGE | % COMP |
| Adults 18-49 | 40 |
| Adults 25-54 | 45 |
| Adults 35-54 | 33 |
| Women 18-49 | 30 |
| Women 25-54 | 33 |
| Women 35-54 | 24 |
| Adults Median Age | 55.57 |
| HOUSEHOLD | % COMP |
| HH Income $75K+ | 56 |
| AVERAGE MONTHLY TRAFFIC | |
| Total Digital Unique Views | 10MM |
| Total Views | 71MM |
| Average Mins Per Visit | 31 |
Demo and Traffic Source: comScore, November 2021