Data Around the Crime Genre
The average consumer of the crime genre is the millennial (18-34 years), is female, has a median wage of $38,640, is most likely to have attended college, and is married. Below is an overview of the findings.
- Multiple sources show that millennials (18-34 years) and Generation X (35-54 years) are most interested in the true crime genre. However, from Twitter and Facebook, it appears that millennials consume this crime genre more.
- A survey carried out by Civic Science shows that 17% of millennials watch true crime television and documentary series very often and 34% watch them every now and then.
- For Generation X, 15% watch true crime television and documentary series very often and 37% watch them every now and then.
- The most popular television network dedicated to the true crime genre is Investigation Discovery (ID) and their followers on Twitter are mostly millennials. Analytics of ID's Twitter account shows that 55% of those following ID on Twitter are millennials and 33% are Generation X.
- NBC's Dateline, another popular source of true crime content, has a Twitter following that largely consists of millennials and Generation X. Analytics show that 46% of its following are millennials and 39% are Generation X.
- Facebook shows that those who are interested in crime movies are mostly millennials (29% female, 32% male) and Generation X (23% men and women). The same is the case for those interested in crime fiction.
- Multiple sources show that females are most interested in the crime genre.
- The Civic Science survey shows that 16% of females watch true crime television and documentary series very often, 35% watch it every now and then and 13% don't watch them, but are interested. For men, in comparison, 13% watch true crime television and documentary series very often, 32% watch every now and then and 12% don't watch but are interested.
- This is corroborated by the Twitter following of ID which shows that 69% of its following is female and 31% is male. Dateline's Twitter following consists mostly of females (67%) and for 33% out of males.
- Podcast analytics done by Brandwatch show that true-crime podcast audiences are predominantly female. Podcasts as My Favorite Murder, Accused, Someone Knows Something, Dirty John, Case File, Sword and Scales, All Killa, No Filla, S Town, They Walk Among US, Serial and Atlanta Monster have a larger female audience.
- Facebook shows that 52% of women and 48% of men are interested in crime movies. The percentage of women interested in crime fiction is higher (75%).
- The top job titles of those that enjoy crime fiction and crime movies are administrative services (28% and 26% respectively) and sales (23% and 25% respectively). The same pattern is visible for those interested in Investigation Discovery and NBC's Dateline and those interested in Crime Scene Investigation.
- According to the Bureau of Labor Statistics, the median salary of those in office and administrative support jobs was $38,640 and ranged between $28,860 and $42,910 for different occupations.
- According to the Bureau of Labor Statistics, the median salary of those in sales occupations in 2018 was $38,640. The median wage for different occupations in the segment ranged between $22,430 and $101,420.
- Most of the audience interested in crime movies or crime fiction has enjoyed a college education. For those interested in crime movies, 60% have attended college, 35% have only attended high school and 5% have attended graduate school. Of those interested in crime fiction, 62% have attended college, 30% have only attended high school, and 8% have attended graduate school.
- The same pattern is repeated for those interested in Investigation Discovery and NBC's Dateline and those interested in Crime Scene Investigation.
- Most people who consume content in the crime genre are married. According to Facebook analytics, 48% of those people who are interested in Investigation Discovery and NBC's Dateline are married, 28% are single, 18% are in a relationship, and 5% are engaged.
- Those who like Crime Scene Investigation consists mostly out of people who are married (46%), for 32% out of people who are single, 18% are in a relation, and 5% are engaged.
- Similar patterns can be seen for those interested in crime movies and crime fiction.
Given the demographic profile mentioned above, the psychographic profile mostly focuses on millennial women with occasional insights about Generation X. It also provides some insights specific to crime genre lovers. The average crime genre consumer watches 2-4 hours of TV each day, binge watches several times per month, spends most of their money on entertainment, enjoys the psychological content of the crime genre, and look up to Ellen DeGeneres.
- Those that watch true-crime television and documentary series very often, watch TV 2-4 hours per day. According to the Civic Science survey, 29% of those that watch the true crime television or documentary series very often watch TV 2-4 hour per day, 28% watches TV for 1-2 hours, 17% watches TV 6 hours or more, 14% watches an hour or less, and 10% watch 4-6 hours.
- Those that watch the true crime genre, usually binge-watch TV shows or films several times per month. According to the Civic Science survey, 32% true-crime television or documentary series viewers very often binge-watch multiple episodes of TV shows or films in a series several times a month, 28% rarely or never binge-watch, 17% binge-watches at least once a week, and 14% binge-watches several times per year.
- The average crime genre consumer most likely consumes content on their smartphone as millennials mostly do so. They spend 22% of their time daily watching live or time-shifted TV, 34% of their time on an app or the internet on their smartphone, 16% of their time listening to the radio, 15% of their time watching TV-connected devices, 7% of their time on a tablet, and 6% of their time behind a desktop or laptop.
- Generation X, however, mostly watch live TV or time-shifted TV. They spend 34% of their time daily watching live or time-shifted TV, 29% of their time on an app or the internet on their smartphone, 17% of their time listening to the radio, 8% of their time watching TV-connected devices, 7% of their time on a tablet, and 6% of their time behind a desktop or laptop.
- The average crime genre consumer most likely is a frequent user of Facebook as both millennials and Generation X use Facebook most frequently. Approximately 87% of millennials and 90% of Generation X use Facebook at least once a week. Approximately 52% of millennials and 32% of Generation X use Snapchat at least once a week, and 86% of millennials and 68% of Generation X use YouTube at least once a week.
- The average crime genre consumer most likely reads 5 books per year as this is the average number of books millennials read. They read books in hardcover (72.9%) or paperback (74.1%).
- Half of Generation X-ers consider themselves to be avid readers. The average Generation X-er reads books in hardcover (73.4%) or paperback (73.8%).
- The average crime genre consumer most likely spends most of their money on experiences. Approximately 45% of millennial women surveyed by Merkle and Levo said that their biggest purchase in 2017-2018 was on experiences (such as travel and eating out) and 54% were planning to spend the most on experiences in 2018/2019.
- Price and value also matter when making purchases as 87% of millennial women take price into account and 75% consider the overall value.
- When purchasing items, the average crime genre consumer is most influenced by customer ratings and reviews. Female millennials' purchasing decisions are influenced by customer ratings and reviews (83%), recommendations from family and friends (60%), word-of-mouth (33%), and influencers and Instagrammers (25%).
- Millennial women spend approximately 29.3% of their annual budget on housing ($11,466), they spend 13.1% on transportation ($5,134), 11.6% on food ($4,528), 11.3% on personal insurance and pension ($4,438), 10.7% on utilities and housekeeping ($4,206), 5.5% on apparel and personal care products ($2,150). Millennial women spend $1,780 of their annual budget on entertainment and $1,684 on reading and education.
- Generation X spends approximately $60.36 per transaction and has an average of 306 transactions. They spend most of their annual budget on retail items ($6,137), travel ($3,414) and food/convenience stores/drugstore ($3,133). They spend $887 on entertainment.
- The average crime genre consumer most likely feels that Jennifer Lawrence (33%), Taylor Swift (31%) and Beyonce (20%) best represent the values of her generation (millennials).
- She most likely finds brands' value and stance on issues important (59%), their sustainability practices (45%) and their representation of diversity (42%).
- She values a livable wage, a diverse and inclusive work environment, flexibility and a sense of purpose.
- She is most likely also interested in beauty especially topics that focus on "real" beauty and feeling comfortable in one's own skin are appealing. Next, the focus is on food followed by housing.
- Millennial women find it important to eat healthily (63%) and eat natural/organic ingredients (55%). They enjoy experimenting and view cooking as an outlet.
- Millennial women believe their home is an expression of them (79%) and would like their home to be a place where kids and friends gather (76%).
- She most likely cares about are weight acceptance (27%), wage equality (25%), domestic violence (19%), economic hardship (12%), quality healthcare (10%), and quality childcare (7%) as these are issues millennial women are concerned with.
- Generation X'ers have core values that include "diversity, self-reliance, practicality, informality, work/life balance, flexibility, and technology." They are at their best when their work aligns with their values.
- Women like the psychological content of true crime stories. They enjoy stories where a killer is interviewed by an FBI profiler or that show the inner workings of a killer. They like reading about survival, be it in the form of preventing or surviving crime and are also more likely to read a true crime book if the victim is female.
- Most Twitter followers of Investigation Discovery and NBC's Dateline also followed CNN and Ellen DeGeneres.
- Millennial women say that their female role models are Ellen DeGeneres (16%), Michelle Obama (14%), and Angelina Jolie (13%).
- Those that like true crime like watching entertainment in this genre on Netflix (22%) followed by Amazon Prime (11%).
- Women who like crime fiction and Crime Scene Investigation, are more likely to like James Patterson, the author of among others the mystery novels Women's Murder Club. Women who like crime fiction, crime movies, Investigation Discovery and NBC's Dateline are more likely to like Chic Soul (a clothing store), The Mint Julep Boutique, and Lifetime (TV network).
- According to a survey by YPulse, the top hobbies for those in the age group 18-24 years are music, sports, gaming, reading, and writing. Those in the age group 25-36 years enjoy music, reading, fitness, gaming, and cooking or baking.
- This article provides 12 reasons why experts think people enjoy true crime.
To determine the demographics for those interested in the crime genre, we searched through media articles for surveys and statistics. This information was supported by social media analytics of TV networks (Investigation Discovery), TV programs (NBC's Dateline and Crime Scene Investigation), and general analytics on crime fiction and crime movies. The income was found by observing what job titles those interested in the crime genre most occupied and searching for statistics on their median wage. We were unable to find information on race/ethnicity and switched it for marital status. We unsuccessfully searched through media publications, surveys, statistics, social media analytics for data on race and ethnicity.
To determine the psychographic profile for the average consumer in the crime genre, we looked at the habits and likes of crime viewers. As the average crime genre consumer is the millennial woman, we supplemented the information with information on the habits, spending habits, values, and likes of this generation and added additional insights on Generation X (as this generation closely follows millennials in consuming content in the crime genre). Information was found on trusted media sites, in surveys, and through analytics.