NYTIMES.COM: DEMOGRAPHIC PROFILE Source: Nielsen @Plan Q1 2013 Adults 18+ Name
Reach
NYTimes.com % Reach % Covg Comp Index
Total Online Audience Male Female
165,868,000 76,432,000 89,436,000
16,742,000 8,298,000 8,444,000
10.1 100.0 100 10.9 49.6 108 9.4 50.4 94
Age 18‐49 25‐54 35+ Mean (years) Median (years)
94,677,000 94,933,000 119,235,000 46 46
9,355,000 9,401,000 11,846,000 46 47
9.9 9.9 9.9 ‐‐ ‐‐
55.9 56.2 70.8 ‐‐ ‐‐
98 98 98 100 101
Household Income HHI: $75K+ HHI: $100K+ HHI: $150K+ Mean (dollars) Median (dollars)
62,544,000 33,530,000 10,763,000 $69,554 $65,349
7,914,000 4,792,000 1,715,000 $79,427 $76,104
12.7 14.3 15.9 ‐‐ ‐‐
47.3 28.6 10.2 ‐‐ ‐‐
125 142 158 114 116
Business (Occupation/Job Level) Professional/Executive/Managerial C‐Level Exec/Owner Self‐Employed
30,162,000 5,481,000 9,422,000
4,216,000 526,000 946,000
14.0 9.6 10.0
25.2 138 3.1 95 5.7 99
Education Any College College Grad/Post Grad Post Grad
113,154,000 48,203,000 17,703,000
14,161,000 8,762,000 3,975,000
12.5 18.2 22.5
84.6 124 52.3 180 23.7 222
Home Value Own primary residence Home Value $500K+ Home Value $750K+ Home Value $1M+
109,817,000 9,168,000 3,678,000 1,694,000
11,801,000 1,344,000 473,000 220,000
10.7 14.7 12.9 13.0
70.5 8.0 2.8 1.3
106 145 127 129
Portfolio Value (Investments Portfolio: $100,000+ Portfolio: $250,000+ Portfolio: $500,000+ Portfolio: $1,000,000+
30,118,000 17,720,000 5,481,000 3,683,000
4,192,000 2,555,000 526,000 536,000
13.9 14.4 9.6 14.5
25.0 15.3 3.1 3.2
138 143 95 144