Monday, July 2nd, 2012 - Roy Morgan Research
When Consumer Confidence is down, there are still millions of Australians who remain confident and believe ‘it’s a good time to buy’. Confident people do more of everything.  They dine out more, travel more, buy more hi-tech products and more luxury goods.
 
According to the latest Roy Morgan Single Source data (for the 12 months to March 2012), readers of Women’s Fashion Magazines are 31% more likely (compared to the Australian population aged 14+) to be Big Spenders and 25% more likely to be Very Confident Consumers.


Magazine Readers (by category): More/Less likely to be Very Confident Consumers, Big Spenders


Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 53,256).


Although boasting the highest total readership among the female-dominated magazine categories, Mass Women’s Magazines attract readers who are less likely (compared to the Australian population aged 14+) to be either Big Spenders or Very Confident Consumers.

Several of the female-dominated magazine categories index highly against either Big Spenders or Very Confident Consumers, but not both. For example, Food & Entertainment Magazine readers are 33% more likely to be Big Spenders, but only 8% more likely to be Very Confident Consumers.  Conversely, Women’s Youth Magazine readers are 18% more likely to be Very Confident Consumers, but 10% less likely to be Big Spenders.  In fact ‘Women’s Fashion’ is the only female-dominated magazine category that shows a high index for both Big Spenders and Very Confident Consumers.

Not only are readers of Women’s Fashion Magazines more likely to be Very Confident Consumers, but – as might be expected – they are also less likely to be Unconfident Consumers.  Nearly 1/3 of all Australians 14+ are Unconfident Consumers, compared to 1/4 of Women’s Fashion Magazine readers, as shown in the following chart.


Women’s Fashion Magazines: Audience composition by level of Consumer Confidence


Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 53,256).


Similarly, Women’s Fashion Magazine readers are not only more likely to be Big Spenders; they are also less likely to be Light Spenders. That is, 33% of Australians 14+ are Light Spenders, compared to just 26% of Women’s Fashion Magazine readers.


Women’s Fashion Magazines: Audience composition by level of Discretionary Expenditure


Source: Roy Morgan Single Source, April 2011 – March 2012 (n = 53,256).


George Pesutto, Industry Director – Media, Roy Morgan Research says:
 
“The propensity for women’s fashion magazine readers to be Big Spenders and Very Confident Consumers shows that these magazines offer a direct path to a highly valuable group of consumers, who have not only the confidence but also the inclination and ability to spend money.

“Although women’s fashion magazines don’t garner massive readership like say the ‘Women’s Mass’ or ‘Home & Garden’ categories, fashion magazines are proven to attract an audience with a healthy appetite for fashion content and, despite the current economic uncertainty, are feeling confident and in a buying frame of mind.

“Many savvy marketers, not just fashion brands, will see the potential for Fashion Magazines to target consumers who can afford their products and are ‘open to buy’.”

 
An extensive range of detailed Roy Morgan Consumer Segmentation Profiles includes Big Spenders, Very Confident Consumers and more.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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Keywords

fashion magazines, fashion spending, fashion media, women's buying habits

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