Thanks to the 862 people who filled out our anonymous online survey recently (thanks, people), a picture emerges.
Let’s call the reader Chris, because the people who responded were almost equally divided between men and women.
• is about 49 years old. (To be more precise, 39.2% said they were under 45, while 22% said they were 45-54, and 38.7% said they were over 54.)
• has at least a four-year college degree, maybe more.
• has an income just under $80,000.
• is a homeowner (most likely in Minneapolis, or possibly St. Paul) with no children living at home.
It’s hard to pin down Chris’ occupation. Could be anything from a teacher to a public relations executive to a farm manager to a “man about town.”
Chris is strongly engaged in philanthropic activity, giving money, goods and services to charitable organizations, including donating to one or two organizations for the first time last year. And Chris volunteers time about once a month.
When deciding which businesses to patronize, Chris weighs service much higher than price. Chris also gives extra weight to businesses that are locally owned and/or environmentally friendly — both of those are significantly more important than price, too.
Chris enjoys going out to movies, music events, theater and sports (in that order). But Chris’ most frequent spending on entertainment is on eating out in restaurants.
Chris loves to travel for pleasure: Twice a year in Minnesota, twice a year elsewhere in the U.S., and once a year outside the country.
So how does our Chris soak up the news?
• reads MinnPost.com almost every day. (71% of those surveyed gave this answer; another 19% said once or twice a week.)
• checks out the MinnPost.com home page every day and the daily email newsletter often.
• reads a printed newspaper almost every day (56% said so).
• visits startribune.com and nytimes.com at least several times a week.
• listens to Minnesota Public Radio almost every day (but visits its website only once or twice a month).
• visits twincities.com less than once a month.
• watches broadcast television news twice a week, cable TV news once a week, public television news once or twice a month, but never gets news from commercial radio or from Twitter.
Chris is “somewhat likely to be an early adopter — someone eager to buy something right away and try it out.”
Chris votes. In fact, 98 percent of respondents to our survey said they vote in most elections.
There you have it: Chris the MinnPost.com regular. Informed, educated, successful and actively engaged in the community.
Recognize yourself? Anything surprise you? Any suggestions for what we should ask the next time?