The 151,000 readers of the average issue of ELLE Australia, just launched in September last year, are more likely than readers of other women’s fashion magazines to try to look stylish, to need responsibility in their jobs, to be a leader or a ‘bit of an intellectual’, the latest Readership research from Roy Morgan shows.
85% of ELLE readers say they try to look stylish, 78% say it is important they have responsibility in their jobs, 74% consider themselves a leader rather than a follower, 65% regard themselves as an intellectual and 47% wear clothes that will get them noticed—each a higher rate than found among readers of Harper’s Bazaar, InStyle, Frankie, Marie Claire and Vogue Australia.
% of ELLE Australia Readers who agree with each personal attitude statement:
Source: Roy Morgan Single Source (Australia), Feb 2014 – June 2014. Sample = 138 Australians 14+ who read ELLE Australia.
A high proportion of ELLE’s readers consider themselves to be ‘Trusted Advisers’ for family and friends on a range of topics, from information on health and nutrition, finance and investments, to buying skin care and beauty products and decorating ideas for the home.
In the year to June 2014, almost a third of ELLE readers (32%) said they had purchased cosmetics within the last four weeks—four times the Australian average of 8%. Almost 3 in 10 ELLE readers (29%) bought perfume or aftershave in an average four weeks.
Tim Martin, General Manager - Media, Roy Morgan Research, says:
“ELLE Australia is clearly off to a strong start. This attitudinal analysis of its readers shows they are clearly a stylish, worldly and influential set—an ideal target market for many advertisers.
“Our Helix Personas segmentation tool identifies that a massive 13% of ELLE’s readers are classified as ‘Savvy Self-Starters’—quadruple that persona’s prevalence in the general population. Within the Leading Lifestyle community, Savvy Self-Starters are commonly high-income inner-suburbanites with considerable diversity in ethnicity and high levels of aspiration and confidence.
“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies, telecommunications, financial services and automotive brands.”
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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