DEMOGRAPHICS
  • The Basics: 79 percent of our readers are between the ages of 21 and 40. 68 percent are male. 72 percent are single.
  • Income: 26 percent of Shanghaiist readers have an annual household income of US$90,000 or higher. 51 percent earn between US$20,000 and US$90,000 each year.
  • Education: 88 percent of Shanghaiist readers have a Bachelor's Degree or above.
  • Nationality: 50 percent of Shanghaiist readers are American and 10 percent are Chinese. Other nationalities: Canadian (8%), Australian (6%), British (6%), German (4%), French (2%), Swedish (2%), Argentine (1%), Belgian (1%), Brazilian (1%), Dutch (1%), Filipino (1%), Malaysian (1%), New Zealander (1%). 40 nationalities in all.
  • Location: 53 percent of Shanghaiist readers live in Shanghai. 7 percent live elsewhere in China. 25 percent live in the United States.
  • Travel to Shanghai: Of the readers who do not live in Shanghai, 64 percent said they visit Shanghai at least once a year, 12 percent are part-time Shanghai residents, 18 percent said they visit Shanghai anywhere between "every six months" to "weekly", and 29 percent said they had yet to visit Shanghai, but were planning to. Only 7 percent of non-Shanghai residents said they had no plans to visit Shanghai.
  • Hotels: When Shanghaiist readers visit Shanghai, 20 percent stay at 5-star hotels. 25 percent stay at 4-star hotels and 22 percent stay at 3-star hotels. 12 percent stay at serviced apartments, 9 percent stay at hostels and 7 percent choose 2-star hotels.
  • Restaurants and Bars: Of readers who live in Shanghai, 41 percent say they eat out at restaurants "daily", 35 percent say they eat out "a few times a week" and 9 percent eat "every meal" at restaurants. 59 percent of our readers say they go out to bars in Shanghai either "weekly", "a few times a week" or "every day".
  • Site Loyalty: 34 percent of Shanghaiist readers check the site daily. 85 percent check the site anywhere between "weekly" and "several times a day".
  • Site Content: Percentage of readers who said they visit Shanghaiist for information covering the following topics: Shanghai News (92%), China News (66%), Entertainment (58%), Local Events (57%), Restaurants (48%), Photos (39%), Bars (37%), Music (34%).
  • Chinese Language: 19 percent of readers say they are fluent in spoken Mandarin. 45 percent rate their spoken Mandarin a 6 or higher on a scale of 1 to 10. 14 percent of readers claim to read Chinese fluently. 31 percent rate their Chinese reading comprehension a 6 or higher on a scale of 1 to 10.
  • Shanghai Purchases: The following are ways Shanghaiist readers spend their money in Shanghai. The percentage of readers who said yes to each item is in parentheses: Restaurants (92%), Bars/Clubs (67%), Books/Music/Movies (63%), Clothing/Accessories/Shoes (62%), Travel (61%), Electronics/Computers (35%), Recreation/Fitness (33%), Live Music (30%), Going to Movies/Theater (23%), Beauty Products (19%), Language Training (17%), Art (16%), Furniture/Housewares (16%), Education (11%), Plants/Flowers (11%), Pet Supplies (10%), Antiques (5%), Automobiles (3%).
  • Online Purchases: In the past six months, 62 percent of Shanghaiist readers have purchased plane tickets on the internet. 61 percent have purchased books online, 52 percent have booked hotels, 46 percent have purchased music, 42 percent have purchased computers or consumer electronics, 42 percent have purchased clothing or accessories, 35 percent have contributed to a cause, 34 percent have purchased software, 31 percent have subscribed to a publication and 23 percent have purchased food.
  • Online Ads: 64 percent of Shanghaiist readers have clicked on an online ad. 13 percent can't recall.
  • News Sources: 82 percent of readers say the internet is their primary source of news. 8 percent said print newspapers.
Source: Shanghaiist Reader Survey - Summer 2006