01 June 2010

Scorecard: The genealogy industry

Family Tree Magazine has put together an interesting media kit.

Media kits are aimed at advertisers to persuade them to place ads in certain publications. This one provides many juicy gems for those fascinated by this field and its growth. Most stats are from 2007 surveys; the most recent is a 2008 survey by the magazine.

Tracing the Tribe believes that newer studies would show even better numbers in every category. The planner indicates what geneabloggers already know - that millions of people, in many countries, are discovering that the Internet offers accessible genealogy research.

The 2010 Media Planner has six sections: The Genealogy Market, Family Tree Magazine's Audience, 2010 Editorial Content, Editorial Calendar, Advertising Information and Contacts. Download it here (it's a 42-page PDF, so takes a bit of time).
-- 78% of Americans say they are interested in learning more about their family history.
-- Half of American families have ever researched their roots.
-- Genealogy isn’t just for older Americans: 83% of those aged 18-34 are interested in learning their family history, followed by 77% of those 35-54 and 73% of Americans over age 55.
-- 500,000 genealogists belong to more than 500 Federation of Genealogical Societies member groups.
-- 651,500 people have taken a genetic genealogy test.
-- 1,900 people visit the Family History Library in Salt Lake City every day.
-- 1 million+ people visit the National Archives annually.
-- The National Archives and its regional research facilities receive 1.1 million written research requests a year.
Some number for online roots digging:

-- 9.1 million US web visitors use genealogy websites each month.
-- 35 million Americans are interested in online genealogy research.
-- Four of the 10 most-visited genealogy websites are primarily fee-based services.
Sources for data, according to the media planner, include zOmnibus Survey, MarketTools, February 2007; Ancestry. com press releases; Federation of Genealogical Societies; The Genetic Genealogy blog, Nov. 6, 2007; Family History Library Media Kit; NARA 2005-2007 annual reports; comScore 2007 data; Pew Internet and American Life Project, 2007; ProGenealogists Internet study.

As far as the magazine's own readers:
-- 60% consider themselves intermediate genealogists; 24% are beginners.
-- have been researching for an average of 13 years, and spend an average of 6 hours and 10 minutes each week on genealogy activities.
-- 76.7% stay informed about genealogy by reading magazine articles and ads. [TTT: Not blogs?]
-- 90% use the Internet more frequently than any other research tool or method.
-- On average, they do 45% of their genealogy research online.
Genealogists spend on their research - a fact we can all relate to personally!
-- 74% spend $200+ per year on genealogy.
-- Most is for online subscriptions; then books, CDs and magazines; then research-related travel.
-- Despite the economy, 79% are not decreasing their genealogy spending.
-- 60% feel that prices of genealogy products and services are fair.
Results from surveys in 2004 and 2008 indicate that of those who read the magazine:

-- 74% spend $200+ per year on genealogy.
-- 82% visited a library or archive
-- 33% visited a courthouse
-- 73% visited a cemetery
-- 41% visited a Family History Center
-- 54% attended a genealogy class, meeting or conference
-- 48% participated in a genealogical or historical society
-- 50% traveled between 50-300 miles
-- 31% traveled more than 300 miles
-- 96% searched a free online database
-- 78% searched a fee-based online database
-- 60% requested a record copy from a repository
-- 61% posted on an online message board
-- 21% listened to a podcast
-- 32% watched an online video
-- 64% bought a book or CD
-- 43% bought desktop or Web-based software
-- 47% bought archival preservation materials
-- 22 % bought electronic equipment
How many of these have you done?

Thanks to Randy Seaver and Thomas MacEntee who posted early in May about this.

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