Audience
Active, Educated, With Bucks To Spend
Active and passionate about their vehicles and being outdoors, our readers are "doers" who are in their garages fine-tuning and maintaining their vehicles. It is this higher-energy focus that makes them ideal prospects for products for active, involved lifestyles. Education and income levels are well above the U.S. average.
Instead of being couch potatoes, they are in the garage fine-tuning their vehicles and equipment, getting ready for their next outing.
Reader Demographics
ORAs’ readers are customers of 4 Wheel Parts; known owners of trucks, SUV’s and sport vehicles, and the related aftermarket accessories. Their lifestyle is the wide-open spaces, outdoors, travel oriented. They are involved and adventurous, using their vehicles as their primary form of recreation. Education and income levels are well above the U.S. average.
| Demographic Profile |
| Male |
94.0% |
| Single |
44.3% |
| Married |
55.7% |
| Working Full Time |
79.6% |
| Median Household Income |
$62,131 |
| Median Age |
35.4 |
| Age |
| 18 to 24 |
18.2% |
| 25 to 34 |
31.2% |
| 35 to 44 |
30.8% |
| 45 to 54 |
13.8% |
| 55+ |
6.1% |
| Household Income |
| < $25k |
6.7% |
| $25k to $49k |
24.4% |
| $50k to $74k |
34.3% |
| $75k to $99k |
15.4% |
| $100k to $149k |
12.9% |
| $150k + |
6.3% |
| Education |
| College Grad |
15.4% |
| Some College |
34.5% |
| HS Grad |
39.6% |
| < HS Grad |
10.5% |
Reader Profile
Whether it’s being outdoors, going off-roading, adventure travel, or exploring, ORA readers are ‘out-there’ with their vehicles. They are mobile, high-energy, and involved. With education & income levels well above the U.S. average, our readers are responsible for the care of other family vehicles/SUV’s as well!
Outdoor Enthusiasts Who Use Their Vehicles in Their Work & Play Lifestyles
| Audience |
Percentage |
| Use Vehicle Off-Road |
72.1% |
| Go Off-Road 20+ times per year |
16.3% |
| Use Vehicle for Towing/Hauling/Cargo |
48.9% |
| Go Camping |
34.6% |
| Go Fishing |
29.5% |
| Go Hunting |
20.5% |
| Go Power Boating |
11.3% |
Passionate Owners
| Audience |
Percentage |
| Own a 4WD |
78.8% |
| Own a Truck |
86.2% |
| Own a SUV |
59.2% |
| Own a Motorcycle |
31.3% |
| Own an ATV |
32.2% |
| Own a Boat |
18.0% |
| Own a Personal Watercraft |
4.8% |
| Own a Snowmobile |
5.6% |
| Source: 2007 Spectrum Readership Study |
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