讀者調查資料 READERSHIP PROFILE
資料來源：2005年12月《號外》讀者問卷調查
SOURCE: CITY MAGAZINE 2005 READERSHIP SURVEY, DECEMBER 2005
| PERIOD OF HAVING BEEN CITY MAGAZINE’S READERS |
|
|
6 months or below
|
11% |
 |
6 months to 1 year
|
19% |
|
| Over 1 year |
70% |
|
| READING SOURCE |
|
|
Self-purchase
|
56% |
|
From friends
|
13% |
|
Subscriptions
|
21% |
|
| Others |
10% |
|
| MOSTLY READING AT |
|
|
Home
|
34% |
|
Schools / Offices
|
21% |
|
| Clubhouses / Beauty Salons |
8% |
|
Fitness Centres
|
7% |
|
Hair Salons
|
13% |
|
Coffee Shops
|
15% |
|
| Others |
2% |
|
| GENDER |
|
|
Male
|
44% |
|
Female
|
56% |
|
MARITAL STATUS
|
|
|
Single
|
71% |
|
| Married |
29% |
|
| AGE |
|
|
Under
|
18 4% |
|
19 ~ 24
|
17% |
|
25 ~ 29
|
25% |
|
30 ~ 34
|
33% |
|
| Over 35 |
21% |
|
| MONTHLY PERSONAL INCOME (HKD) |
|
|
$15,000 or less
|
14% |
|
$20,000 ~ $29,999
|
22% |
|
$30,000 ~ $39,999
|
25% |
|
$40,000 ~ $49,999
|
27% |
|
| Over $50,000 |
12% |
|
| MONTHLY FAMILY INCOME (HKD) |
|
|
$20,000 or less
|
6% |
|
$20,000 ~ $39,999
|
18% |
|
$40,000 ~ $49,999
|
26% |
|
$50,000 ~ $69,999
|
27% |
|
$70,000 ~ $79,999
|
14% |
|
| Over $80,000 |
9% |
|
| EDUCATION LEVEL |
|
|
Matriculated
|
23% |
|
University
|
40% |
|
Post Graduate / University or above
|
28% |
|
| Others |
9% |
|
| OCCUPATIONAL POSITION |
|
|
Chairman / Directors / General Managers
|
7% |
|
Professionals
|
24% |
|
Managers / Supervisors
|
22% |
|
Executives
|
19% |
|
Secretaries / White Collars
|
7% |
|
Students
|
15% |
|
| Others |
6% |
|
| OCCUPATION |
|
|
Design
|
16% |
|
Communications / Media
|
16% |
|
Beauty
|
11% |
|
Fashion / Retails
|
23% |
|
Hotels / Airlines
|
9% |
|
Education / Medical
|
5% |
|
Advertising
|
14% |
|
Government Department
|
4% |
|
| Others |
2% |
|
| OWNERSHIP OF: |
Credit Cards:
|
|
|
- Platinum Cards
|
5% |
|
- Gold Cards
|
86% |
|
| - Standard Cards |
60% |
|
Personal Computers:
|
|
|
- Desktop
|
74% |
|
| - Lap Top |
26% |
|
Mobile Phones-Frequency of buying a new model:
|
|
|
- Every 3 months
|
17% |
|
- Every 6 months
|
41% |
|
- Every 12 months
|
26% |
|
- Over 13 months
|
16% |
|
Cars
|
40% |
|
Insurance
|
80% |
|
| Financial Investments |
85% |
|
ALCOHOLS CONSUMPTION IN THE PAST 3 MONTHS:
|
|
|
Beer
|
42% |
|
Red Wine
|
30% |
|
White Wine
|
13% |
|
Brandy
|
18% |
|
Whisky
|
20% |
|
| Others |
3% |
|
FREQUENCY IN CONSUMING ON:
At least once a week  Once every 2 to 3 weeks  Once a month
|
|
|
| Shopping |
35% |
|
| |
40% |
|
| |
16% |
|
| Movies |
13% |
|
| |
52% |
|
| |
19% |
|
Concerts/Drama/Ballet/Stage Performances
|
5% |
|
| |
11%
|
|
| |
45% |
|
Karaoke
|
2% |
|
| |
15% |
|
| |
18% |
|
Hair Salons
|
3% |
|
| |
14% |
|
| |
51% |
|
Beauty Clinics
|
7% |
|
| |
31% |
|
| |
38% |
|
Gymnasiums
|
25% |
|
| |
29% |
|
| |
29% |
|
Exercising / Sports
|
39% |
|
| |
25% |
|
| |
21% |
|
Hotels’ F&B Outlets
|
12% |
|
| |
28% |
|
| |
25% |
|
Chinese Restaurants
|
19% |
|
| |
35% |
|
| |
20% |
|
Western Restaurants
|
40% |
|
| |
42% |
|
| |
15% |
|
Bars & Pubs
|
27% |
|
| |
30% |
|
| |
17% |
|
|
