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Reader Demographics
| Readers | 6,826,000 |
| Male/Female | 50%/50% |
| Age 35-64 | 63% |
| Attended College+ | 79% |
| Professional/Managerial | 35% |
| Median HHI | $69,008 |
| Own Home | 82% |
| Base: Adults Source: 2006 MRI Doublebase |
|
Reader Involvement
Smithsonian ranks in the top 2% for Reader Involvement* out of all MRI-measured titles.
| Read 3 or 4 out of the last 4 issues | 57% |
| Read in-home | 56% |
| “One of my favorites” | 39% |
| Average time spent reading | 60 minutes |
| Reader Involvement Index #5 out of all 217 titles measured by MRI | 119 |
| *Involvement Index factors: average frequency 51%, average time 25%, average rating 24% Source: 2006 MRI Doublebase |
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Interests and Other Activities
| Eager to experience new places & cultures | Index |
| Over twice as likely to have been to 4 or more countries | 219 |
| Almost twice as likely to belong to 2+ frequent fliers programs | 191 |
| More than twice as likely to have visited 5 or more states in the past year | 212 |
| 61% more likely to have taken 2 or more international vacations in the past 3 years | 161 |
| Mentally engaged with activities & hobbies | Index |
| More than twice as likely to refinish furniture | 201 |
| 63% more likely to take continuing education classes | 163 |
| Almost twice as likely to attend live theater | 183 |
| 76% more likely to be into photography | 176 |
| 75% more likely to attend concerts | 175 |
| Physically active & adventurous | Index |
| More than three times as likely to cross country ski | 325 |
| Nearly twice as likely to backpack and hike | 180 |
| More than twice as likely to sail | 262 |
| 83% more likely to canoe/kayak | 183 |
| Willing to spend on a cultural lifestyle | Index |
| Almost twice as likely to own a second or vacation home | 186 |
| 67% more likely to spend $3,000 or more on a vacation | 167 |
| Twice as likely to own stock valued at $150,000+ | 214 |
| Source: 2006 MRI Doublebase | |