The overwhelming majority of USA Today’s circulation is within the United States. The readers
of the print version are 70 percent male and 30 percent female, with an average age of 47 and an
average income of $76,073. The readers of the online site are 54 percent male and 46 percent female,
and are more educated than its print readers. Most USA Today readers work in middle-to upper-
management positions and are often purchasing decision makers for their offices and households, as
well as technological junkies and sports fans. They also participate in a wide range of leisure activities.
Eighty-six percent of print and online readers combined own a computer, and most of those have
Internet access. Seventy-five percent of readers participate in sports and are active sports fans.
Three-fourths of USA Today readers have active lives that include attending movies and domestic and
foreign travel.