Audiences

A Still-Growing Market
The online Christian community consists of millions of professing Christians across almost all demographic categories from income and geography to age and profession. Their unified influence can be staggering.

	•	The Christian retail industry will generate an estimated $4.2 billion in revenues during 2005. (Christian Booksellers Association, 2004)
	•	There are more people in church on any given Sunday than attend sporting events all year long. (Gospel Music Association, 1999)
	•	More than 60% of Americans are affiliated with a church or similar institution. (Brookings, 2000)

Web-Based Spiritual Content
Traditional church settings increasingly are complemented by online Bible studies, prayer groups, daily devotionals, research tools, Christian music and much more.

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64% of Americans who use the Internet use it in part for religious purposes. That’s 82 million people who are going online for faith-related reasons. (Pew Internet and American Life Project, 2004)

Reaching the LifeWay Internet User
The LifeWay user mirrors the typical Internet user in many respects, crossing over all types of divides such as gender and age.

	•	Balanced gender representation—51% male, 49% female.
	•	Wide age group spectrum—35% 36-45 years; 25% 25-35 years; 21% 46-55 years.
	•	17% have $70K+ annual household incomes; 15% at $31K-$40K; 12% at $51K-$60K.
	•	56% of LifeWay.com users have taught Bible studies more than six years; 43% more than 10 years.
	•	63% of LifeWay.com users visit the site once a week or more, 10% daily, 16% twice weekly, 37% weekly, 15% twice monthly, and 20% monthly.