Custom Research
American Way commissions custom research regularly to procure data that serves as a true content guide as well as to provide advertisers with valuable reader insights. American Way conducts this research to better understand the demographics, lifestyles and purchase behaviors and intents of its target reader, the most frequent customers of American Airlines.
WHAT WAS THE TIMING OF THIS RESEARCH?
April 2008
WHO CONDUCTED THE RESEARCH?
American Way worked in tandem with the Customer Research Division of American Airlines as well as AAdvantage® to conduct a thorough and objective analysis.
WHAT METHODS WERE USED TO COLLECT THIS DATA?
American Way invited American Airlines customers to participate in the online survey at www.americanwaymag.com between April 1 and April 15, 2008. The April 1 issue Editor's Note mentioned the survey, and American Airlines E-mailed 279,000 top tier AAdvantage® members, encouraging them to weigh in about American Way magazine.
Participants names were included in a drawing for 50,000 AAdvantage® miles. A total of 20,523 customers logged on and completed the survey. The results reported here reflect the 19,107 AA customers who indicated they read American Way.
TOPLINE RESULTS
DEMOGRAPHICS
70% are men
37% are between the ages of 36 and 49
73% are married
88% have children
23% have a HHI of over $250,000
12% have a HHI between $200,000 and $249,000
22% have a HHI between $150,000 and $199,000
25% have a HHI between $100,000 and $149,999
51% are single earned income households
45% own stock in companies other than where they are employed
74% own stocks/bonds/mutual funds/money markets
28% senior Management/President/Chairman/CEO
6% partner/Owner
HOW AMERICAN WAY READERS TRAVEL
21% get vacation ideas from American Way
74% say one of their favorite vacation activities is dining out
48% spend more than they normally would on dining while on vacation
37% spend between $1,000 and $1,999 on an average vacation of three days or less
71% spend $2,000+ on longer vacations (4+ days)
Business Travel in the Past Year
55% spent 21+ nights in hotels
41% took 11+ domestic trips
22% took 21+ domestic trips
24% took 3+ international trips
11% took 6+ international trips
Leisure Travel in the Past Year
47% spent 11+ nights in hotels
16% spent 21+ nights in hotels
18% took 6+ domestic trips
5% took 11+ domestic trips
49% took at least one international trip
14% took 3 or more international trips
HOW AMERICAN WAY READERS LIVE
At least twice every month, American Way readers participate in the following:
52% walk
32% weight train
41% work out / aerobics or kickboxing
26% golf
22% jog/run
23% bike
American Way readers' favorite spectator sport is pro football, followed by college football, Pro baseball, golf and college basketball.
American Way readers' favorite music is classic rock, followed by classical, pop, oldies, soft rock and jazz.
Fiction is American Way readers' preferred reading, followed by biographies/autobiographies, business, history, and mysteries.
64% dine at a sit-down restaurant 5+ time in an average month
47% dine at a sit-down restaurant 7+ times in an average month
HOW THEY READ AMERICAN WAY
61% report they typically read all or most of American Way
38% report they typically read some of American Way
35% report having responded to an American Way advertisement
69% say they've read American Way for more than 10 years
Topics of most interest to American Way readers include domestic travel, international travel, technology/electronics/gadgets, business, health/fitness tips, movies/movie reviews, and wine/spirits.
American Way readers...
Also read Celebrated Living magazine - 50%
Also read American Airlines Nexos magazine - 18%
Are also members of American Airlines Admirals Club® - 32%
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