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Variance readers look to us for information on music, entertainment, lifestyle and culture—aka the Sights + Sounds You Love. And our readership tends to reflect these focal points.

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About Our Readers

Male - 48% Female - 52%

Age Range
41% of our readers are 24 or younger

High School or Less - 20% Some College - 39% Bachelors Degree - 31% Graduate Degree - 10%

Have Children
Yes - 31% No - 69%

Purchased Music
41% have purchased music in the last month

Streaming Music
73% have streamed music in the last week

Music Format
44% last purchased music digitally
68% have music streaming account (paid or non-paid)

Music Taste
59% value discovering new music
64% prefer music that isn't "mainstream"

41% have seen a movie at the theater in the last month

TV Viewing 
57% regularly view at least two television programs on-demand (including DVR, streaming)
39% do not have a cable television subscription

Sharing Variance
79% have recommended Variance to a friend

Interaction with Variance
68% visit the Variance website 3 times a week or more
60% frequently access Variance content from a mobile device