The more savvy advertisers are increasingly targeting Confident Consumers who do more of everything: they dine out more, travel more buy more hi-tech products and luxury goods.
According to the latest Roy Morgan Single Source data (for the 12 months to June 2012), 66% of Very Confident Consumers read magazines.
As shown in the chart below, readers of ‘Music & Movies’, ‘Men’s Lifestyle’ and ‘Business, Financial & Airline’ magazines are more likely to be Very Confident.
Magazine Readers (by genre) – Likelihood of being Very Confident Consumers
Source: Roy Morgan Single Source (Australia), July 2011 – June 2012 (n = 53,511).
Another winner at the Magazine Awards, Men’s Lifestyle title Men's Health, also enjoys a higher than average share of confident consumers among its readership.
George Pesutto, General Manager Media & Communication, Roy Morgan Research, says:
“The data clearly demonstrates that the different men’s magazine genres along with entertainment, business and fashion environments are particularly effective in appealing to those Australians who are more confident consumers.”
Roy Morgan Research
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.
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