Demographics
The "typical" ExWeb visitor is male, 38 years old and married. He lives in North America or Europe, has a high level of education and above average household income.
Household income averages at $74,000 (compare to NG $64,000) -an especially high number considering that only 40% are from the US and that is still higher than the national average. 74% have a college degree or higher, 39% are post-graduate, 24% are Masters and 5% are Doctors.
|
|
ExplorersWeb Survey June 24-26,
2004
|
|
Gender |
|
| Male |
76% |
| Female |
24% |
|
Age |
| Average Age |
38 |
|
House Hold Income
(Global) |
| Average HHI |
$74000 |
|
Education |
| College or higher |
74% |
| Post-Graduate |
39% |
|
Location |
| USA |
40% |
| Canada |
6% |
| Europe |
38% |
| Oceania |
7% |
| Asia |
5% |
| Mexico |
2% |
| Africa |
1% |
| South America |
1% |
|
5 Top Native Languages |
| English |
68% |
| Spanish |
6% |
| German |
5% |
| Dutch |
5% |
| French |
4% |
|
|
Lifestyle
ExWeb readers are a very active crowd. 55% tell us they have participated in an
'Expedition', defined as at least a 30 day or longer adventure. 73% go trekking
at least yearly.
High average house hold income allows for extensive travel: 82% travel to
outdoor activities by plane, and 94% by car.
They work hard and play hard. They are an unusually intellectual and athletic
bunch, leaders both professionally and outside of their workplace. |
|
Outdoor Profile |
| 55% |
Participate in
"Expeditions" |
| 73% |
Go trekking at least
yearly |
| 39% |
Go trekking at least
every second month |
|
Activity at least
yearly |
| 47% |
Skiing |
| 43% |
Climbing |
| 17% |
Sailing |
| 14% |
Diving |
|
Other top open answer
activities |
|
Canoeing/kayaking, mountain biking, running/trailrunning,
walking/hiking, hunting, horse-back riding |
|
Travel by plane in
relation to outdoor activity |
| 82% |
At least sometimes |
| 57% |
At least yearly |
| 7% |
At least bi-monthly |
|
Travel by car in
relation to outdoor activity |
| 94% |
At least sometimes |
| 79% |
At least yearly |
| 61% |
At least bi-monthly |
| 20% |
At least weekly |
|
|
Competition
ExplorersWeb is the world's largest online
"adventure news" resource.
Advertising on ExplorersWeb is an essential part of a market mix designed to
penetrate the adventure market in full. In addition, advertising on ExplorersWeb
means reaching a unique community of today's exploration leaders/trendsetters. |
|
Visits to Adventure
Websites - at least daily |
| 38% |
ExplorersWeb |
| 9% |
EverestNews |
| 4% |
Climbing |
| 4% |
Desnivel |
| 4% |
Barabbes |
| 3% |
National Geographic |
| 2% |
Mountainzone |
| 1% |
Outside |
| 1% |
Outdoorsmagic |
|
Reading of Adventure
Magazines - almost always |
| 35% |
National
Geographic |
| 17% |
Outside
Magazine |
| 13% |
Climbing |
| 11% |
NG
Adventure |
| 10% |
Rock & Ice |
| 9% |
Alpinist |
| 9% |
Backpacker |
| 3% |
NG Traveler |
|
