Individual Business Owner
Business Owners

Morningstar offers business owners financial information and research tools that allow them to continually grow their business. This audience segment is among the most active in terms of online purchases and interest in being up-to-date by brands they trust.

Facts

Average Age 
55years
Portfolio SIzeavg ($)
951,875 
Avg. Household Income($)
153,655/year
Spend on Financial Info($)
449/year

 

Graduate Degree(%)
51 
Gender Ratio(%)
85/15Male/Female
Years as Subscriber 
5.1avg
  
  
Profile Point Morningstar.com Online Index
Job Level - C-Level Exec/Owner - Corporate 90
Job Level - C-Level Exec/Owner - 10+ Years in Organization 188
Purchased Business/Office Equipment Online (last 6 months) 194
Shopped Online B2B - ASPs/Internet Access/Site Hosting (last 6 months) 229
Shopped Online B2B - Business Consulting Services (last 6 months) 310
Shopped Online B2B - Cars/Vans/Trucks (last 6 months) 229
Shopped Online B2B - Travel Services (last 6 months) 229
Shopped Online for Small Business Loans (last 6 months) 148
Any Business & Finance Magazine Readership (last 30 days) 337

Source: Nielson @Plan Winter 2009