Dallas Voice Readership at a Glance

Dallas Voice Readership Study Conducted By Harris Interactive Public Policy Research.

General • 98% would be likely to purchase products or services advertised in DV
72% employed full time
32% personal income $50K to $99K
10% personal income $100K or more
36% household net worth $100K to $499K
12% household net worth $500K to $999K
11% household net worth $1M or more
66% own primary residence

Purchasing • 42% purchased furniture in the last 12 months
71% purchased a CD in the last month
65% purchased a DVD in the last month
59% purchased a hardcover book in the last month
38% purchased a DVD player in the last 12 months
27% purchased major appliances in the last 12 months
Average amount spent on clothing in last 12 months $592

Auto • 67% purchased a new car
33% purchased a used car
32% spent $10K to $20K
30% spent $20K to $30K
12% spent $30 to $40K
6% spent more than $40K

Travel • 49% took trips outside the U.S. in the last 3 years
87% took trips over 100 miles (one way) in the last 12 months
47% traveled to Mexico in the last 3 years
39% traveled to Europe (other than Great Britain) in the last 3 years
29% traveled to Great Britain in the last three years

Dining • 61% went to a restaurant for lunch/dinner in the last 30 days
Mean number of times frequented a restaurant in the last 30 days 21 times
Average amount spent per person for dinner last 30 days $23

Internet Usage • 72% bank online
95% use email
62% shop online
57% make travel reservations online
31% sought financial information/traded stocks online
25% spend 10-19 hours a week online
23% spend 5-9 hours a week online

Technology • 95% own a home computer
83% own a cellular phone
77% use cellular text messaging
40% use cellular email
25% own a Personal Digital Assistant

Entertainment • 46% go to a nightclub/bar at least 2 times per month
43% attend the movies at least 2 times per month
11% attend a live theatre event at least 2 per month
9% go to a museum or art gallery 2 times per month