Findings of the ‘21st Century Woman’ report, a survey conducted by YouGov and Glamour magazine, indicate that glossy magazines are still massively popular for the ‘21st Century Woman’.
Monthlies are regarded as 50% more influential than weekly magazines, TV and magazine websites, almost three times more powerful than free magazines and supplements, and 55% of women are still tearing features from glossy magazines for inspiration (59% of over 30’s). Glossy monthlies have also been found to be the most trustworthy source of information, and are considered 78% more inspiring than any other medium.
Connecting with magazine content
When connecting with magazine content, there are many routes for today’s 21st Century woman. 97% of the women polled read print magazines, with over a third reading a print title at least once every couple of days. 79% are visiting magazine websites, with more than a fifth visiting those sites every other day at least.
Magazine newsletters are also growing in popularity with 59% of respondents signed up to them, and 16% are receiving them daily, and 50% once a week. More than half have accessed digital editions of magazines, with 42% using magazine apps and 20% following magazines on Facebook or Twitter, often accessing this daily too.
The report also shows that in terms of trusted influences, magazines are second only to direct recommendations from friends, and almost twice as powerful as comments made on social networking sites. They are more than 3.5 times more trusted than TV and almost 6 times stronger than celebrity endorsements.
Glossies on smartphones and tablets
The findings also show that Glamour is one of the most downloaded magazine apps for smart phones and tablets, with 25% of women surveyed downloading app versions of their favourite magazines for the convenience. 58% like the idea of being able to access magazine content on their mobile as an easy way to read on the go.
Three distinct consumer groups
The 21st Century Woman Report uncovered three distinct consumer groups, each representing different faces of the modern woman.
The Style Champion is confident of her self-image, with ambition and optimism. Fashionable and experimental, she is a big investor in fashion and beauty and has been transformed by the digital revolution. The Style Champion is least likely to shop around, most likely to buy designer and try new products, and staying fashionable is an area of no compromise. Friends often ask her opinion on what to buy, so she wields tremendous influence in these times of considered consumption.
The Traditional Connector has confidence born out of experience. She tends to be a little older, settled, perhaps with some with children. She has the lowest debt level and the least concerns financially. She connects with a wide network of friends who influence her behaviour, but she is settled in her opinions and is less likely to try something she hasn’t bought before.
Finally, the Practically Struggling has had her confidence knocked hard by the recession and is finding times tough. She has less money, and has changed her buying habits more substantially. She is a bargain hunter when it comes to spending money, and whilst she still makes new fashion and beauty purchases, she is least likely to buy into new technology – certainly not when it first launches.
About the study
The 21st Century Woman 2012 Report is the first study to look into the ways women have changed in behaviour following the last four years of financial disruption, as well as alongside the great strides being made in the digital revolution of our consumer lives. Conducted in June and July this year GLAMOUR polled just under 4,000 women aged 16-40, using the YouGov panel of over 350,000 to reach respondents, all of whom were regular readers or users of at least one of the following magazine brands – in print or online: GLAMOUR, Marie Claire, Elle, Cosmopolitan, In Style, Look and Grazia.
For further information please contact Angharad Houlden or contact the press office on 0207 012 6015.
