YouGov Profiles: like books? You must have a cat

… unless you like Martin Amis, in which case you’re a dog man, according to a fascinating ‘audience segmentation tool’ for marketing departments

If you’re a reader of Hilary Mantel, you’re likely to be a woman aged 60 or above, live in London and work in education, and have a disposable income of more than £1,000 a month. Your favourite food will be Vichysoisse soup, you’ll enjoy going to the theatre, and you’ll have a cat. Recognise yourself there?

Fans of Neil Gaiman, on the other hand, are women aged 25-39 from central Scotland, left-wing, work in information technology, and have less than £125 spare every month. They’ll read the Guardian, watch Big Bang Theory and Doctor Who on TV, and probably have a cat. No surprises there, perhaps.

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