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Affluent, Active, Involved

As a follow-up to the subscriber study they conducted in 2003, Erdos & Morgan, the internationally-respected research firm, completed their second study of Kansas City Homes & Gardens’ readers. The results illustrate how involved readers are with their homes and how KCH&G affects their buying decisions for home-related products, services and suppliers.

Demographics:
80% Female
57% between 35 and 54
$160,000* average household income

They're Building & Buying Homes
22% plan to buy a home
19% plan to build a home

They're Renovating
74% are planning a major home project or home purchase
74% plan to redecorate
67% plan to landscape
60% plan to replace a major piece of furniture
51% plan to remodel

They Take Action
71% saved/referred to an advertisement
57% visited a store
41% visited a website
39% called a store/supplier
27% purchased a product/service

They're Exclusive To
82% subscribe only to KCH&G
18% subscribe to other area publications

They Lead Affluent Lifestyles
53% dine out 10+ times a month
41% are likely to visit a spa in the next 12 months
33% belong to a health club
27% plan to lease/buy a vehicle in the next 12 months

Source: Erdos & Morgan Subscriber Survey, April 2005
*Erdos & Morgan Subscriber Survey 2003