"Two large studies published Monday in the Annals of Internal Medicine found that the more coffee a person drank, the lower his or her risk of early death. The results were largely consistent among more than 700,000 study participants from a variety of racial, ethnic and cultural backgrounds."

"And get this: The inverse relationship between coffee consumption and death held up even for people who drank decaf. Previous research had already offered strong hints that coffee isn’t bad for you, and might actually be good for you. But those studies generally involved fewer people, most of whom were of European descent."

This is great news for coffee lovers! The new AudienceSCAN survey found 54% of Americans drink coffee at least once a week.

Compared with the 16% of people who didn’t drink coffee at all, those who downed two or more cups each day were about 18% less likely to have died during the study period. In addition, those who drank just one to six cups of coffee per week were 12% less likely to die.

Coffee shops can use this research to their sales advantage. The new AudienceSCAN study revealed 25% of Coffee Drinkers took action after opening their morning newspaper (print, online, mobile or tablet) in the past month.

When the researchers examined whites, blacks, Latinos, Japanese Americans and Native Hawaiians separately, they “found no indication that the associations varied by race/​ethnicity,” according to their report.

Doctors and health practitioners could tout the benefits of java too. Sending direct mail about this beloved beverage just might woo Coffee Drinkers over to new doctor offices. The new AudienceSCAN research reported 36% of Coffee Drinkers took action after seeing ads/​coupons in their mailboxes.

"The study authors also compared coffee drinking with each of the 10 leading causes of death in the U.S. (which combined to account for 81% of the 58,397 deaths that occurred during the study period). The more coffee one drank, the less likely he or she was to die of heart disease, cancer, chronic lower respiratory disease, stroke, diabetes or kidney disease."

"The results should alleviate any fears that there’s something dangerous about drinking up to five cups of coffee each day, the authors added."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.