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| Analysis: the 2004 Backbone readership survey |
September 2, 2004 |
By Rhys Gibb
In the May/June 2004 issue of Backbone, readers were invited to take part in a survey so that we might better understand the profile of readers, gain insight into readers’ interests and produce an even better magazine.
The survey was conducted online by Ipsos-Reid, which also tabulated the data. In all, 790 readers took the time to complete the survey online or by filling in and returning a hard copy of the questionnaire. The findings show a tech-savvy readership group of people who remain bullish about the high-tech sector in Canada. Here’s a snapshot of some of the interesting findings from that survey.
PROFILE OF READERS
Backbone readers are typically highly educated, affluent, savvy about technology, in senior management positions, are key decision makers and have high levels of interest in tech gadgets and gear. In fact:
- 92 per cent consider themselves to be at least fairly skilled with the Internet, significantly more than the 69 per cent of the Canadian online population as a whole.
- Backbone readers are far more likely than the average online Canadian to take part in specific activities such as online gaming, online shopping, online investing and clicking on a Web site.
- 72 per cent of readers are male.
- Average age: 45.
- 75 per cent of readers have a college/university degree. Amongst online Canadians as a whole, this figure is 28 per cent.
- 44 per cent have a household income of more than $100,000.
- Favourite section of Backbone: Tek Gadgets.
- Suggested editorial topics of top interest: Product Reviews, Education/Career and Internet Security.
- An average of three people read each copy of Backbone, and 38 per cent save their copy after having read it.
READERS’ THOUGHTS ON THE FUTURE OF HIGH-TECH
Backbone readers are very bullish about the future state of the high-tech sector in Canada. In fact, 42 per cent expect that the high-tech sector to do better than it is today, with another 31per cent expecting the sector will be holding its ground, doing about the same as today. Only one in 20 expect that the high tech sector will be doing worse one year from now. At the same time, however, Canada’s high tech sector is facing significant challenges.
According to Backbone readers, the three most serious challenges facing high-tech companies in Canada today are marketing issues, getting adequate financing and the threat of foreign competition.
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