According to a study by a “psychographic-research company” called Mindset Media, “personality is often a more effective prediction tool for media usage than age, gender and income.” And:

Optimists spend more time with newspapers than any other medium, and they probably recycle it, too…

[P]eople with strong decision-making skills and a preference to include everyone…read newspapers and also are 68% more likely to always purchase organic breakfast cereals and 61% more likely to buy three or more pairs of sneakers every year.

(h/t, Nieman Lab)