Readership
A recent survey showed that advertiser´s response benefits from a predominantly affluent, leisure orientated readership who enjoy the magazine format and, as a result of the wide variety of service advertising and popular editorial content, retain Optima in their homes on average for up to one month.
Readership Survey Statistics
| Status |
| 15% of Optima readers are under 21 years old |
| 41% are aged 21 - 50 |
| 44% are over 51 years |
| 88% are home owners are 49% have no mortgage |
| 89% of readers are car owners with 49% owning
2 or more cars |
| Employment |
| 67% of households have at least one person working |
| 51% are professional, middle or senior management |
| Leisure Activities |
| 69% of our readers eat out at least once a month and 70% would travel over 10 miles to a restaurant |
| 39% currently attend a gym or health club |
| 71% visit the theatre and 65% the cinema |
| 93% have at least one annual holiday with 42% having two holidays or more a year |
| Shopping |
| 91% of readers are willing to travel 20 miles, or more, for main items such as cars, home improvements, furniture, soft furnishings, clothes etc. |
| Internet |
| 70% use the Internet at home and 30% at work. |
| 54% shop on-line |
| Largest Purchases |
| In the last 12 months: 32% household appliances, 25% electronic goods, 22% home improvements, 21% new car |
| Format |
| 92% of homes retain Optima Magazine for up to one month |
| 88% preferred a magazine format to a newspaper - they enjoyed the presentation, ease of handling and think that with the even balance of advertising to editorial, the magazine is useful as well as entertaining |
| * all information acquired directly from the readership via a questionnaire within the magazine. |
