WOOD

As part of WOOD's commitment to bring advertisers new insights about the woodworking marketplace, WOOD has developed an exclusive research initiative, The WOOD Enthusiast Panel™. The Panel provides advertisers with timely, market-sensitive information about the consumer purchasing dynamics, including data on brand awareness, category trends and woodworking habits and skill levels.

Panel Objectives
The WOOD Enthusiast Panel™ was formed to provide marketers with:

A continuous profile of woodworkers' behaviors, activities and needs
An ongoing picture of what drives consumer purchases in the woodworking industry
A profile of WOOD Magazine readers and what they look for in woodworking products

WOOD Enthusiast Panel™ Profile

Experienced & Active
Avg. # of years woodworking	16.6
Avg. # of projects completed per year	12.8
Avg. hours spent woodworking per week	12.8
Planned Purchases
Plan to buy Benchtop/Stationary tools next year	61%
Plan to buy Portable Power tools next year	40%
Plan to purchase miscellaneous tools & supplies next year	25%

Demographic Profile

Male/Female Ratio	97% / 3%
Married	90%
Age (median)	57.1
Household Income (median)	$67,200
College (Attended)	79%
College (Graduated +)	45%
Employed (full time)	55%
Woodworking Professionals (household)	13%
Home Ownership	94%
Home Value (median)	$177,200