Saturday, September 14th, 2013
Australians who read Women’s Fashion, Men's Lifestyle and Music and Movies magazines are on average the most confident of all magazine readers. Frankie, one of Australia's great media success stories of recent times was this week voted Magazine of the Year at the 2012 Australian Magazine Awards. It may not have been one of the criteria for the Award, but it’s interesting to note that Frankie readers are almost 30% more likely be very confident consumers compared to the national average.

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:

“Rather than simply watching the Roy Morgan Consumer Confidence Index move over time, savvy marketers are recognising that Confident Consumers are their most valuable target market because they are in a buying frame of mind.

“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.”

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


Women’s Fashion, Men's Lifestyle, Music and Movies magazines



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