Thursday, May 3rd, 2012
According to the latest Roy Morgan Single Source data, 44% of Trusted Advisers for Beauty products and the Fashion category nominate Catalogues as the most useful media in terms of providing them with information when purchasing products in related categories.
‘Trusted Advisers’ are those consumers to whom their friends and family turn for product advice and recommendations when purchasing products/services in a particular category, such as Beauty (i.e. ‘skin care & beauty products’) or Fashion (i.e. ‘fashion & looking good’). Trusted Advisers are highly valuable consumers, given the considerable influence they wield among their friends and peers, and the impact that ‘word of mouth’ can have on a product or brand.

Trusted Advisers: Most Useful Media (for information when purchasing Beauty or Fashion products)

Source: Roy Morgan Single Source, January-December 2011 (n = 18,935).

After Catalogues, around one in five Trusted Advisers in both the Beauty and Fashion categories nominate Magazines and the Internet as the next most useful media for providing information when purchasing products in related categories (i.e. ‘Cosmetics & Toiletries’ and ‘Clothing & Fashion’).

Data for the 12-months January-December 2011 indicates that women dominate these two Trusted Adviser groups, accounting for 84% of Beauty Trusted Advisers and 74% of Fashion Trusted Advisers.

Media consumption data for Beauty and Fashion Trusted Advisers reveals that the most popular media properties within each medium tend also to be very popular among women in general; this is logical given that women dominate these groups. For example, the most-read magazines among these Trusted Advisers include women’s mass titles Australian Women’s Weekly, Woman’s Day and New Idea.

Beauty and Fashion Trusted Advisers: Top 5 Magazines and Websites

Source: Roy Morgan Single Source, January-December 2011 (n = 18,935).

It is interesting that Facebook is the second most popular website with both Trusted Adviser groups; in fact, 63% of Beauty Trusted Advisers and 65% of Fashion Trusted Advisers visited Facebook in the last four weeks. This is significant given that social networking is an increasingly important medium, particularly as a channel for ‘word of mouth’ communication among large audiences.

George Pesutto, Industry Director – Media, Roy Morgan Research says:
“Often the greatest influence on a consumer’s buying decision is a recommendation from someone they trust. Word-of-mouth recommendations are highly valuable to brands, as are the Trusted Advisers who share their product advice and recommendations with friends, family and colleagues.

“Print catalogues and magazines are the most important media for Beauty and Fashion Trusted Advisers when making their own purchase decisions. This has marketing implications for beauty and fashion brands wanting to generate product trial among highly influential consumers who are known for spreading the word.

“As the popularity and use of social media continues to grow, Trusted Advisers that other consumers rely on for product recommendations and advice via sites like Facebook will become even more important, not least because of their potential to reach a large, growing audience.”

Our extensive range of detailed Roy Morgan Trusted Adviser Profiles includes Buying Skin/Beauty Products, Buying Fashion, and more.

Our extensive range of Roy Morgan ‘Media Most Useful’ Profiles include Cosmetics/Toiletries - Catalogues Most Useful, Cosmetics/Toiletries - Magazines Most Useful, Cosmetics/Toiletries - Internet Most Useful, Clothing/Fashion - Catalogues Most Useful, Clothing/Fashion - Magazines Most Useful, Clothing/Fashion - Internet Most Useful, and more.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


beauty fashio catalogues



More Formats

View QR Code