• More than 112,000 people in Central Minnesota own their own homes

Central Minnesota homeowners are a large and active group, varying in age and are employed in a wide range of occupations. Minnesota homeowners are technologically savvy, accessing the Internet to do everything from locating sports scores to performing financial transactions. These residents are newspaper readers and also keep up with the news online. This group is more likely than the overall market to make purchases using credit cards, and can be reached with advertising messages through various mediums including the Internet and print publications.



Who are they?

  • 81% of Central Minnesota adults own their home
  • 37% are 40-59
  • 51% are employed in white-collar occupations, comparable to the rest of Central Minnesota workers

Technology and media habits

  • 73% read the St. Cloud Times in the past week, higher than the overall market’s 71%
  • 73% accessed the Internet in the past week, 2% higher than the overall market
  • When compared to the total Central Minnesota market, homeowners are:
  • o 21% more likely to use the Internet to purchase airline tickets
  • o 23% more likely to download coupons online
  • o 19% more likely to use the Internet for financial information/services

    • Activities

  • 66% shopped at Crossroads Mall in the past 30 days
  • 15% shopped in the Twin Cities area in the past 30 days
  • 17% shopped in the Maple Grove area in the past 30 days
  • 63% have dined at a restaurant more than 2 times in the past month

    • Shopping habits

  • 47% purchased online in the past year
  • 79% used a credit card in the past three months, compared to 66% of the overall market

    • Financial interests

    When compared to the Central Minnesota market, homeowners are more likely to invest their money:

  • 66% invest, compared to 49% of the market
  • 36% have stocks or stock options
  • 22% more likely to own a second home or real estate property
  • 25% more likely to have mutual funds

    • What they do

  • 31% have dined in a local restaurant in the past week
  • 41% plan some sort of home improvement project in the next year
  • 38% plan a major furniture purchase in the next year
  • They are keenly interested in managing their money with local banks and online

    • Readership Profile:
    Homeowners

    PRODUCT
    % REACH
    Average Weekday 44%
    Average Sunday 58%
    Past week (M-F) 44%
    Past 7 days 73%
    Citizen Times (last week) 25%
    D’lish (last week) 24%
    UpNext (last week) 33%
    Shopping News 28%
    Sctimes.com (avg. daily) 11%
    Sctimes.com (past 30 days) 38%

    Homeowners Profile
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