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Reader Survey: Who Reads Espresso Overview?

While you’re studying Espresso Overview, you could end up questioning who else is within the digital room with you. Who else is studying a report in regards to the fantastic factors of a processing technique or origin, and what are they considering? And what coffees are they consuming?

These questions are crucial to us at Espresso Overview, after all. Not solely do we wish glad readers who maintain coming again to learn us repeatedly, however we additionally harbor a primary human curiosity about who may be studying our reviews and opinions and why.

We’ve two essential methods we find out about our readers. First is the broad and impersonal information on Google Analytics and our personal server logs.  These sources anonymously observe who visits CoffeeReview.com and supplies mixture information on the place our readers are positioned, how they discovered us, which net pages they go to, and so. Second, we periodically conduct surveys of our readers to collect extra demographic information about them and their coffee-drinking and coffee-reading expectations, habits and preferences. We accomplished such a survey in early 2024, and share a few of what we discovered right here, together with some mixture information from Google.

The Primary Knowledge

In 2023, Espresso Overview welcomed a couple of million readers from 218 nations and territories. Espresso Overview rankings reached greater than 100 million shoppers by way of our worldwide community of digital, print, and advertising and marketing channels. Our readers will drink over a billion cups of espresso and eat greater than 30 million kilos of espresso beans.

Two-thirds of our guests are from North America. We’ve readers in all 50 U.S. states and each main metropolitan space within the nation. The highest ten nations by readership are as follows:

  1. United States
  2. Taiwan
  3. Canada
  4. Philippines
  5. United Kingdom
  6. China
  7. Australia
  8. India
  9. Malaysia
  10. Thailand

The Survey Outcomes

Over 400 readers from world wide participated in our 2024 on-line survey.  The US is residence to 88% of them.

We discovered that Espresso Overview readers general have excessive ranges of schooling and earnings.  Of Espresso Overview  readers, 74% report having a university diploma, which is roughly double the speed within the general U.S. inhabitants.  Readers’ common annual earnings is $156,000, which is greater than double  the U.S. medium family earnings of about $75,000 in 2022.

On common, our readers report consuming 2.9 servings of espresso per day, which is according to norms for U.S. espresso drinkers general. Espresso Overview readers report spending a median of $20.60 per pound for espresso beans.

Readership by U.S. State

For a few years, we’ve analyzed our web site visitors information to raised perceive the place curiosity in gourmand espresso is highest, no less than based mostly on Espresso Overview per capita readership.

As we’ve got famous up to now, a state’s inhabitants is the most important driver of web site visitors.  Not surprisingly, if one simply appears to be like at whole CoffeeReview.com visitors, the highest 4 states for readership are California, Texas, Florida, and New York, that are additionally essentially the most populous states.

In fact, one would count on California to have extra readers than Hawai’i simply based mostly on the massive distinction in inhabitants, almost 40 million versus 1.5 million, respectively.  So within the following figures, we normalized the visitors information for inhabitants to calculate per capita readership, which is a greater gauge of the extent of curiosity in espresso.

The highest 10 states by per capita readership in 2023-24:

  1. Hawai’i
  2. Washington
  3. Virginia
  4. Oregon
  5. Minnesota
  6. Montana
  7. Maine
  8. Vermont
  9. California
  10. Wyoming 

Hawai’i Tops the Listing Once more

A lot of the states on the record aren’t surprises. Hawai’i has been #1 or #2 on the record each time we’ve tracked per capita readership.  As we’ve famous up to now, when you think about that Hawai’i is the one state that produces important portions of espresso, it stands to purpose that lots of people have an curiosity in espresso information and opinions.

Washington, Oregon, and California are well-known for his or her sturdy espresso cultures and lengthy histories of roasting and consuming top quality coffees.  Minnesota, Maine, and Vermont are northern, cold-weather states, which may drive espresso curiosity and readership, particularly in winter.

Montana and Wyoming are additionally northern states however, up to now, previous to COVID, they tended to look nicely down the record.  It’s doubtless that COVID-era demographic shifts performed our function in readership will increase.  The native presence of many top quality espresso roasters in Montana (particularly Revel Espresso and RamsHead Espresso Roasters) and Wyoming (JackRabbit Java and Mystic Monk Espresso) are doubtless driving curiosity in specialty coffees.

It’s not clear why Virginia could be so excessive on the record however there isn’t a scarcity of top of the range espresso roasters – Roadmap, Ironclad, Index, Pinup, Merge — which can be each serving and creating an enthusiastic specialty espresso scene.

If you’re questioning what state is final on the record this 12 months, it’s Louisiana. We’re unsure why.

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