Computer Buyer

The complete buyer’s guide targets men of all expertise, in the expanding small office/home office market. The essential read for the affluent user who wants to know how to buy the right products at the right price and how to get the most out of their IT purchases.

List Profile

• 88% male
• Average age is 51
• Average salary of £28,800 and a household income of £41,950 per year
• 52% have children, average of 2 children per household
• They are likely to hold a management or professional role at work
• The average company size is 556 employees
• The annual company budget for computer products is on average £86,000
• 95% have a PC at home and 87% have one at work
• They have owned their PC for around 6 and _ years
• Average of 2 computers per home
• The majority access the Internet at home using a dial up modem, a quarter have broadband and the rest intend to get it
• The main use for the PC at home is to access the Internet and email
• The Internet is by far the most popular method used to purchase goods and services
• An average of 3 purchases a month are made via the Internet
• The average amount of time spent on the Internet a week is 12 hours and 33 minutes
• 74% use the Internet for downloading files
• 80% for research
• 61% for travel and holidays
• 81% for banking
• A quarter of readers consider their PC knowledge to be advanced and half consider themselves knowledgeable
• Over half of readers are interested in improving the IT skills with training
• On average computer products are purchased 4 times a year
• They plan to spend £772 on their next PC and £873 on a notebook
• They plan to spend a further £276 on hardware other than the PC/notebook.
• A quarter use a notebook or laptop regularly
• 84% donate to charity, with the most popular method being standing order/direct debit
• 82% have a credit card
• 73% take 2 or more holidays a year
• They have an average of 2 cars per household and spent £11,401 on their current car
• They aim to change their car in the next 2 years
• 94% own a mobile telephone

LEISURE ACTIVITIES: 90% home computing, 64% surfing the Internet, 49% books, 49% cinema, 51% music, 54% science and technology, 42% travel

List Selections

• Consumer or Business address
• Geographically — first two digits of the postcode, county, TV region
• Male or female
• Recency
• Status — Active subscriber, lapsed subscriber or competition entrant
• Across a selection of different magazines
• One per household or Multiple contact per site

List Quality

• 100% Fully postcoded
• Named individuals
• ABC Audited every 6 months
• Continually updated and cleaned
• Direct mail responsive

List Applications

Computer hardware/software, Internet, banking, loans, credit cards, insurance, financial services, electrical goods, gadgets and new terchnology, books, music, film, video/DVD, charities, holidays, DIY and entertainment.

Formats

• Email
• CD ROM
• Cheshire or self-adhesive labels