Roundel Readership Study |
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Audience Research Highlights
| Percentage male | 94.8% |
| Percentage female | 5.2% |
| Median age | 50.9 |
| Median income | $158,000 |
| Median household net worth | $946,000 |
| Partner/Owner of business | 34.8% |
| Education |
| College graduate | 81.8% |
| Postgraduate degree | 35.4% |
| Employment |
| Managerial/professional | 80.3% |
| Sales and office | 8.7% |
| Other | 7.6% |
| Unspecified | 3.4% |
| Length of BMW CCA Membership |
| Less than 1 year | 11.3% |
| 1-3 years | 20.6% |
| 3-6 years | 21.3% |
| 6-10 years | 19.5% |
| 11-15 years | 13.4% |
| More than 15 years | 13.9% |
| Average length of membership in BMW CCA | 6.7 years |
| Number of BMWs ever purchased new or used |
| Number | New | Used |
| One or more | 16.2% | 65.5% |
| Two | 16.2% | 14.7% |
| Three | 7.5% | 10.9% |
| Four | 5.1% | 6.0% |
| Five or more | 10.2% | 10.7% |
| Number of BMW’s currently owned |
| One or more | 91.0% |
| One | 55.6% |
| Two | 21.8% |
| Three or more | 13.5% |
| BMW models currently owned |
| 1 Series | 2.1% |
| 3 Series | 50.6% |
| 5 Series | 28.5% |
| 6 Series | 5.3% |
| 7 Series | 6.0% |
| M cars | 21.5% |
| Z cars | 8.1% |
| Other | 4.5% |
| Where most recent BMW was purchased |
| Authorized BMW dealer | 61.4% |
| Independent used car dealer | 12.7% |
| Private party | 26.0% |
| Reasons why BMW is owned |
| Performance | 95.5% |
| Safety | 56.0% |
| Styling | 77.1% |
| Status/prestige | 28.9% |
| Resale value | 25.0% |
| Reliability | 43.2% |
| Motorsports use | 17.8% |
| Other | 6.8% |
| Where maintenance is performed |
| Independent repair shop | 34.4% |
| BMW dealer | 60.5% |
| Other | 25.5% |
| How much time spent reading Roundel |
| Less than 1 hour | 25.5% |
| 1 to 2 hours | 44.2% |
| 2 to 3 hours | 17.0% |
| 3 to 4 hours | 7.2% |
| over 4 hours | 4.7% |
| Average time spent reading Roundel | 1.7 hrs |
| Readers per copy of Roundel | 1.6 |
| Actions taken in the last 12 months as a result of reading Roundel Magazine |
| Accessed an advertiser’s website | 51.8% |
| Bought product or service | 39.2% |
| Contacted advertiser directly | 24.0% |
| Requested info about product/service | 18.4% |
| Shopped in advertiser’s store | 12.9% |
| When buying products/services for BMW, how likely to use Roundel advertiser over non-advertiser |
| Very/somewhat likely | 89.7% |
| Very likely | 38.2% |
| Somewhat likely | 51.5% |
| Roundel readers who have purchased aftermarket products in the past 12 months |
| Have made purchases | 64.6% |
| Products purchased in past 12 months |
| Tires (net) | 70.2% |
| Replacement | 44.6% |
| Performance/upgrade | 33.4% |
| Engine Parts (net) | 48.9% |
| Replacement | 30.5% |
| Performance/upgrade | 24.3% |
| Suspension Components(net) | 32.5% |
| Replacement | 14.8% |
| Performance/upgrade | 22.3% |
| Exhaust (net) | 20.3% |
| Replacement | 7.2% |
| Performance/upgrade | 14.1% |
| Brakes (net) | 43.3% |
| Replacement | 25.9% |
| Performance/upgrade | 21.3% |
| Wheels | 23.6% |
| Audio components | 13.8% |
| Accessories | 23.6% |
| Interior components | 21.3% |
| Radar detector | 10.2% |
| Car care products | 58.4% |
| Lights | 19.3% |
| Total spent on the above purchases in the past 12 months |
| Less than $250.00 | 7.6% |
| $250 to $499 | 7.6% |
| $500 to $999 | 22.4% |
| $1,000 to $2,999 | 41.1% |
| $3,000 to $4,999 | 14.1% |
| $7,500 or more | 2.6% |
| Average spent on the above purchases in the past 12 months | $2,079.00 |
| Magazines read on regular basis (at least 3 of 4 issues) |
| Automobile | 20.0% |
| Autoweek | 19.6% |
| Bimmer | 20.7% |
| Car and Driver | 37.6% |
| European Car | 8.4% |
| Grassroots Motorsports | 8.4% |
| Motor Trend | 19.0% |
| Road & Track | 27.1% |
| None of these | 32.4% |
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