This document provides statistics about the demographics and purchasing habits of Metro newspaper readers in Boston compared to the average Bostonian. Some key facts: Metro readers are more likely to practice yoga/pilates, belong to a health club, buy organic food and shop at Whole Foods weekly. They also frequently dine out, visiting coffee houses, steakhouses and Asian restaurants, and are more likely to use taxis and go to bars/clubs than the average Boston resident. A large portion are also single and looking for jobs.

1. 10 THINGS YOU
DIDN’T KNOW
ABOUT METRO
READERS!
BOSTON

2. 1 in 5 are more likely to
practice Yoga / Pilates than the
average Bostonian.
Source: Scarborough Nielsen 2013-14.Boston. Past 12 months
33% are a member of
health / fitness club.

3. 1in 4 buy organic Food
regularly.
Source: Scarborough Nielsen 2013-14. Boston.
48% are more likely to
buy groceries from
Whole foods than the
average Bostonian
weekly !

4. 1 in 4 eat at a quick service
restaurant 10 times or more
per month
Source: Scarborough Nielsen 2013-14. Boston .Past 30 days
82%are more likely than
the average Bostonian !

5. 52% shop at Marshalls,39%
Macy’s and 37% TJ Maxx
Source: Scarborough Nielsen 2013-14. Boston . Past 3 months.

6. 29% eat at coffee house
,25% at steakhouse and 20%
at Asian restaurant
Source: Scarborough Nielsen 2013-14. Boston. Past 30 days.
84% are more likely to visit a sit-
down restaurant 10+ times every
month.

7. 34.5% drink domestic
regular beer
Source: Scarborough Nielsen 2013-14. Boston. Past 30 days.
27% drink imported beer

8. 91% are more likely to use
Taxis than the average
Bostonian!
Source: Scarborough Nielsen 2013-14. Boston

9. 74% are more likely to go to a
Bar or Club than the average
Bostonian.
Source: Scarborough Nielsen 2013-14. Boston
66.5 %of Metro readers are
single !

10. 1 in 4 Metro readers look
for a new job.
Source: Scarborough Nielsen 2013-14. Boston.
66% are more likely to look
for a job than the average
Bostonian!

11. 1 in 5 shop at a Jewelry
store last year
Source: Scarborough Nielsen 2013-14. Bostonian. Past 12 months.
21% are more likely shop at jewelry
than the average Bostonian!