Salon Audience Profile
Salon Traffic
47 million page views per month
4.1 million unique visitors
600 million ad banner impressions
Salon Audience Demographics
54% male
46% female
76% 18-54 years old
80% US readers
20% International readers
75% college graduates
42%
completed post graduate education
55% professional or
managerial
33% have children under 18 at home
69% own their own residence
Average household income: $88,526
Salon Audience Online Activities
85% online everyday or more often
53% visit Salon once or more daily
Average time per Salon visit: 10:00 minutes
Average number of pages viewed per visit: 6
88% 7+ years' online experience
97% shopped online in the last 6 months
58% visit Salon News
20% visit Salon Entertainment
64% visit Salon during the business day
96% have broadband access
24% shopped online for car/truck in the last 6 months
42% have an online brokerage account
54%
have planned a leisure trip in the last 30 days
Salon Audience Shopping Interests
| Purchased online in last 6 months | Salon @plan index |
| Airline ticket/reservation | 167 |
| Beer/Wine/Liquor | 296 |
| Books | 232 |
| Computer hardware | 269 |
| Computer software | 222 |
| Gourmet food | 181 |
| Health & fitness products | 172 |
| Health insurance | 325 |
| Home electronics | 298 |
| Money market funds | 188 |
| Movie tapes/DVDs | 251 |
| Music CDs/tapes | 270 |
| Photography film/equipment | 248 |
| Sporting goods | 171 |
| Toys/non-computer games | 231 |
| Category | Salon @plan rank |
| Working in the Non-Profit Industry | 1 |
| Rented Independent Movies, last 30 days | 1 |
| Rented documentaries, last 30 days | 1 |
| Any College Education | 2 |
| Paid Subscription to ConsumerReports.org | 2 |
| Bought Ballet/Dance Performance Tickets, last 6 months |
3 |
| Read Editorial/Op-Ed Section of a Newspaper, last week |
3 |
| Registered to Vote | 4 |
| Work in Law/Legal Field | 4 |
| Rented Foreign Movies, last 30 days | 4 |
| Visited a Blog other than own, yesterday | 4 |
| Read General/Political News online, yesterday | 4 |
| Listened to NPR, last week | 4 |
| Own a Mac home computer | 5 |
| Own/Lease a car | 5 |
Source:
@plan Profiling Report, Winter 2007-08