While you’re studying Espresso Assessment, chances are you’ll end up questioning who else is within the digital room with you. Who else is studying a report concerning the superb factors of a processing methodology or origin, and what are they considering? And what coffees are they consuming?
These questions are crucial to us at Espresso Assessment, after all. Not solely do we wish happy readers who maintain coming again to learn us time and again, however we additionally harbor a primary human curiosity about who is perhaps studying our studies and opinions and why.
We have now two primary methods we find out about our readers. First is the broad and impersonal knowledge on Google Analytics and our personal server logs. These sources anonymously observe who visits CoffeeReview.com and offers combination knowledge on the place our readers are situated, how they discovered us, which net pages they go to, and so. Second, we periodically conduct surveys of our readers to collect extra demographic knowledge 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 realized right here, together with some combination knowledge from Google.
The Primary Knowledge
In 2023, Espresso Assessment welcomed multiple million readers from 218 international locations and territories. Espresso Assessment scores reached greater than 100 million shoppers by way of our worldwide community of digital, print, and advertising channels. Our readers will drink over a billion cups of espresso and devour greater than 30 million kilos of espresso beans.
Two-thirds of our guests are from North America. We have now readers in all 50 U.S. states and each main metropolitan space within the nation. The highest ten international locations by readership are as follows:
- United States
- Taiwan
- Canada
- Philippines
- United Kingdom
- China
- Australia
- India
- Malaysia
- Thailand
The Survey Outcomes
Over 400 readers from around the globe participated in our 2024 on-line survey. The US is dwelling to 88% of them.
We discovered that Espresso Assessment readers general have excessive ranges of schooling and revenue. Of Espresso Assessment  readers, 74% report having a university diploma, which is roughly double the speed within the general U.S. inhabitants. Readers’ common annual revenue is $156,000, which is greater than double  the U.S. medium family revenue 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 Assessment readers report spending a mean of $20.60 per pound for espresso beans.
Readership by U.S. State
For a few years, we’ve analyzed our web site visitors knowledge to raised perceive the place curiosity in gourmand espresso is highest, a minimum of primarily based on Espresso Assessment per capita readership.
As we now have famous up to now, a state’s inhabitants is the largest driver of web site visitors. Not surprisingly, if one simply appears to be like at complete CoffeeReview.com visitors, the highest 4 states for readership are California, Texas, Florida, and New York, that are additionally probably the most populous states.
In fact, one would count on California to have extra readers than Hawai’i simply primarily based on the massive distinction in inhabitants, almost 40 million versus 1.5 million, respectively. So within the following figures, we normalized the visitors knowledge 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:
- Hawai’i
- Washington
- Virginia
- Oregon
- Minnesota
- Montana
- Maine
- Vermont
- California
- WyomingÂ
Hawai’i Tops the Record Once more
A lot of the states on the checklist aren’t surprises. Hawai’i has been #1 or #2 on the checklist 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 vital portions of espresso, it stands to cause 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 seem nicely down the checklist. It’s possible that COVID-era demographic shifts performed our position 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 possible driving curiosity in specialty coffees.
It’s not clear why Virginia can be so excessive on the checklist however there isn’t any 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.
In case you are questioning what state is final on the checklist this 12 months, it’s Louisiana. We’re unsure why.
