Who reads X-Ray Magazine?
Our readership is uniquely characterized – in dive industry standards – by a closely equivalent male-female ratio of readers and a relatively high representation of the 18- to 35-year-olds.
The audience is relatively affluent and well-educated.
62% attended college
Average household income
$81,500. 37% earns more than $100,000
33 years Europe
35 years US/Canada
26 years Asia
56% are married
1 persons 24%
2 persons 37%
3 persons 13%
4 persons 18%
Spending and travel
2.9 dive trips/yr Europe
4.6 dive trips/yr US/Can.
2.3 dive trips/yr Asia
Average expenditure on dive equipment
€ 2,100 Europe
$ 3,600 US
€ 2,600 Asia
96 dives is the average experience
45% do min 50 dives pr year
22% do min 100 dives pr year
66% dive with a single tank
23% dive with twin sets
10% own a rebreather
39% would like to take a course in underwater photograpny
65% own an underwater camera
21% wants a Nitrox course
57% has a Nitrox course or better
Number of trips
( - international travel - )
11% I never go to other countries
13% The diving is the only thing that matters.
51% Diving is most important, but I appreciate the nice landscape and culture.
19% Diving matters a lot, but more so the culture/country/nature.
7% I need to see/do something else than diving.
Companionship on trips
( multiple answers possible )
13% It varies / prefer not to say
23% I travel by myself
16% I travel with my regular buddy
21% I travel with my diving domestic partner
7% I travel with my non-diving domestic partner
10% I travel with the family
11% I travel with the friends or colleagues