Saturday, May 11th, 2013 - Roy Morgan Research

There are some surprising differences between the Top 10 magazines for mothers aged 25-34 and those preferred by their contemporaries sans bubs, according to the latest Roy Morgan readership data to March 2013, available today. 

Three magazines transcend motherhood: Woman’s Day, Women’s Weekly and Better Homes & Gardens comprise the Top 3 for women 25-34 whether or not they’ve had any children—although BH&G is most-read among mothers and Women’s Weekly is among women without kids. Overall, almost 3 in 10 women 25-34 read the latest issue of one or more of these magazines.

Other magazines, however, clearly appeal more to one group than the other. Despite coming in at 6th and 7th among young mums, That’s Life and Take 5 are well down the list for the young women without kids, at 20th and 27th respectively. Mums are also over 90% more likely to read Super Food Ideas or Recipes+ (although 3.3% of each group reads Delicious).

Instead, women sans kids are more inclined to health, fashion, gossip and current affairs. These women are 53% more likely to read Women’s Health (which drops from 4th most popular to 10th among mothers), 92% more likely to read Marie Claire, 54% more likely to read Cosmopolitan and 52% more likely to read Famous.

Today’s young mums are also clearly absorbed in their motherhood, with Practical Parenting in at 8th and Mother & Baby just off the leaderboard at 13th. Mums are also well over twice as likely to read TV Week.

And perhaps because many of their counterparts are otherwise occupied as chauffeur, housekeeper, warden and nurse, women 25-34 without kids are more than twice as likely to read the Good Weekend magazine accompanying the Saturday paper in NSW and Victoria. A lazy brunch, anyone?

George Pesutto, General Manager – Media & Communications of Roy Morgan Research, says:

“Magazines such as Better Homes & Gardens, Women’s Weekly and Woman’s Day clearly appeal to many women 25-34, regardless of whether they’ve had children.

“This age bracket among women is interesting because it is fairly split between women who haven’t had children (48%) and women who have (52%). Yet despite being the same gender and age, the differences in magazine readership between the groups show that having children has a significant effect on content preferences, and publishers would be wise to pay particularly close attention to trends in motherhood when examining their target demographics.”

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Source: Roy Morgan Single Source (Australia), April 2012 – March 2013, sample n = 51,172

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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.
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Keywords

Parenting, Young mums, Magazines

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