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Backbone targets educated, influential and affluent business decision-makers-executives who strive to keep up to date with important technology trends for both their business and personal use.

Backbone reader demographics
College / University education: 65%
Senior Level Managers: 57%
Household Income (<75K): 39%
                              (>75K): 41%
                              (Unknown): 20%
Average age: 44 years

Readership Profile
- Ranked 2nd only to the Globe & Mail's ROB magazine as a regular source of business/technology news
- 3 readers per issue on average
- 52% have a home office
- 86% would recommend Backbone magazine to business acquaintances, associates, relatives and friends

Consumer Profile
- 20% have contacted a company that was featured in Backbone magazine
- 37% plus are planning to make a significant purchase within the coming year (including vehicles, computers or furniture)
- 84% use the Internet for purchasing
- Tech Gadgets and Gear is the #1 category for reader interest features within the magazine (Hot Trends #2, Tech How-To #3)

Business Profile
- 80% are business decision-makers in their place of work
- 39% are involved in computer purchase decision-making
- 8% work within the technology industry (tied with finance/insurance industry)
- 41% work in small businesses (under 1-50 employees)
- 19% work in medium size businesses (50-500 employees)
- 32% work in large businesses (500+ employees)

Internet Profile
- 22.5 hours per week are spent online
- 91% comparison shopped for a product they eventually purchased online
- 79% regularly visit a banking Web site (the highest category within the survey)
- 42% track investment portfolios online
- 50% consider themselves very skilled Internet users

Source: Ipsos-Reid 2006  Readership Survey for Backbone
Contact: Steve Dietrich  sdietrich@backbonemag.com  604-986-5352

In May 2006, Ipsos-Reid and Backbone worked together to gather almost 1,000 responses to a very comprehensive reader survey. Findings confirm that readers are much more optimistic about the technology industry and the Canadian economy than 2 years ago; they have become much more tech savvy than in past surveys; are more affluent; have grown increasingly more educated and are mostly in senior management positions; are very involved in making business decisions; and have much more interest in in tech gadgets and gear than they have in past surveys. 

According to Backbone publisher Steve Dietrich, "these results confirm that our audience is becoming much more tech savvy, while at the same time still looking for vital information in this area."