According to a reader profile survey, the average person spends 2.5 hours online daily, is a member of Facebook (86%) and uses mobile internet (77%). They own an iPod (79%) and spend on average £290 per year at the cinema, £3.26 per week on music and £9.89 per month on DVDs. The target readers are mostly male (74%), single (44%) students (69%) with an average age of 19 and income of £12,451.