Wellbeing Readers Survey Universal Magazines Prepared by: Tim Honcoop and Erik Heller Client Contact: Karen Day and Samantha Roberts Ref. No. 15493 Date: July 2007
Table of Contents An Overview of the Results Introduction 6 Methodology 7 The Sample 8 3 The Main Report 9 Section 1: Health and Exercise – Wellbeing in General 10 Frequency of Exercising 11 Usage of Dietary Supplements 12 Quarterly Spend on Dietary Supplements 13 Quarterly Spend on Skin Care Products 14 Factors Considered When Purchasing Dietary Supplements and Skin Care Products 15 Incidence of Having Private Health Insurance 16 Intended Behaviours in Next Six Months 17 Intended Travel in Next 12 Months 18 Types of Holiday Considering in Next 12 Months 19 Section 2: Wellbeing Magazine and Other Publications 20 Comparison of Wellbeing Readers with the Population as a Whole Number of Readers of Individual Copy of Magazine 22 Effects of Advertising 23 Frequency of Visiting Wellbeing Website 24 Other Natural Health Publications Bought or Subscribed to 25 Appendix: The Questionnaire 26 21
An Overview of the Results A total of 41 mail surveys were analysed from a readership survey in the June/July 2007 issue of Wellbeing. This document presents the findings of that research. A Comparison – Readers vs. General Population The table opposite compares the readership of Wellbeing with the population of Australia (aged 18+) as a whole. Due to the sample of readers being relatively small in size, care should be taken when looking at these comparisons. Firstly, females make up almost the entire sample, which of course does not come close to reflecting the near 50 -/50 split in the general population. The magazine also appears not to have many readers at either end of the age spectrum, with all of those taking part in the survey aged between 25 -64. Within these age categories, the proportion of readers aged 35 -44 years is a little higher than for the population as a whole. The distribution of readers by state, however, does reflect the true spread of the Australian population. Finally, the household income of readers is not completely in line with the national picture. Wellbeing has an above average number of readers earning in the $30, 000 to $60, 000 per year range, but a relatively small proportion earning a high (over $90, 000) or a low (less than $30, 000) amount. COMPARISON – READERS VS. GENERAL POPULATION Wellbeing Readers % Australian Population 1 % Male 2 49 Female 98 51 18 to 24 0 12 25 to 34 22 18 35 to 44 32 19 45 to 54 24 18 55 to 64 22 15 65 or over 0 18 NSW/ACT 37 33 Victoria 29 25 Queensland 15 19 South Australia 5 8 West Australia 10 10 Tasmania 2 2 Northern Territory 2 1 ACT 0 2 Under $30, 000 17 26 $30, 000 to $60, 000 46 27 $60, 001 to $90, 000 2 15 15 Over $90, 000 12 20 Refused 10 11 Total 100 Gender: Age: Location: Household Income: Note: 2006 Australian Bureau of Statistics Census data 1. As no readers were aged under 18 the figures in the right hand column represent Australians aged 18+ 2. Different increments used by ABS - hence estimates used Wellbeing Readers Survey - 15493 July 2007 0
An Overview of the Results (cont) Other Demographic Aspects of Readers FREQUENCY OF EXERCISING Around three in ten Wellbeing readers (29%) work in the health industry, and all consider themselves to be the primary shopper in their household for daily supplements such as vitamins. Every day 4 to 6 times a week The vast majority went on to further education after leaving school, with one third (34%) having a university degree or taking part in post-graduate study. Although close to half of the respondents (44%) are older singles or couples with no kids living at home, this may reflect the fact that they have more time to conduct the survey rather than the real composition of the sample. Some two-thirds of readers (66%) hold lower white collar positions. 1 to 3 times a week At least once a fortnight * Less often/never Base: All (41) Involvement in Health and Exercise USAGE OF DIETARY SUPPLEMENTS Most of the Wellbeing readers exercise and use dietary supplements, with 95% taking some form of exercise at least once a week (7% daily) and more than nine in ten (93%) using dietary supplements (76% regularly). Expenditure on dietary supplements averages out at $160 per quarter for every reader, with a mean spend per reader of $135 per quarter on skincare products. When asked which factors they consider when making a purchase of dietary supplements or skin-care products two reasons stand out… natural ingredients (cited by 80%); and not tested on animals (68%). Base: All (41) Wellbeing Readers Survey - 15493 July 2007 0
An Overview of the Results (cont) The chart below highlights readers’ wellbeing-related behaviours. . . INTENDED BEHAVIOURS IN NEXT SIX MONTHS Drink health tea Use a massage (any type) Buy organic food product Listen to an inspirational CD Go to yoga class Buy a health book Listen to a world music CD Buy natural hair care product Use a naturopath Go to a personal course/seminar Use a health retreat/spa Use a beauty therapist Go to a meditation retreat Use energy vibration healing Buy organic wine Use a herbalist Use a psychologist/counsellor Use a personal/spiritual developer Buy a juicer Use a chiropractor Use an osteopath Why Advertise in Wellbeing One quarter of Wellbeing readers (27%) regularly enquire about products or services advertised in the magazine with 85% doing so at least occasionally. With the chart on the left highlighting the preferred behaviours of readers, organisations which sell the relevant products may well be fertile targets for advertising revenue. This, combined with the knowledge that the average reader spends approximately $1, 200 per year on dietary supplements and skin-care products, and the fact that 3½ people on average read each copy of the magazine, highlights the potency of the magazine for advertisers. Every reader who hasn’t already enquired about products or services advertised in the magazine intends doing so in the future. Other Aspects of Wellbeing Readers Just over a third of Wellbeing readers (37%) have logged onto the magazine’s website, but only 5% overall log onto it regularly. On a positive note, more than two-thirds of the readers who haven’t yet visited the website intend to visit it in the future. Buy a water filter Use an aromatherapist Use a holistic dentist Use a life coach Buy an ioniser Otherapies Base: All (41) Around two-thirds of readers (63%) plan to visit a health retreat in the next 12 months, with one in ten (10%) thinking of visiting a wilderness retreat. One in two Wellbeing readers (51%) buy or subscribe to other natural health publications. Eight in ten of these (81%, or 41% of all Wellbeing readers) buy Nature & Health, while half as many (42%, or 22% of all Wellbeing readers) purchase Good Medicine. Australian Natural Health (10% of all Wellbeing readers) and GMag (5%) are the only other natural health magazines that more than one of the respondents purchase. Wellbeing Readers Survey - 15493 July 2007 0
Introduction Universal Magazines is Australia’s biggest publisher of specialist magazines and its major focus is the target marketing of its titles. The company wishes to better understand the readers of a number of its publications, and engaged Sweeney Research to conduct a number of surveys (initially four) among readers of these. This document reports on the survey among readers of Wellbeing, with the key objectives of the research being to understand. . . The demographic profile of the readers; and The extent to which readers are involved in exercise and their own health. Apart from these objectives, this survey also explores the effects of advertising in the magazine, visitation of the Wellbeing website and cross-readership of rival publications. Wellbeing Readers Survey - 15493 July 2007 0
Methodology A questionnaire was developed and appeared in the June/July 2007 issue of Wellbeing, which went on sale in May 2007. Readers completed a questionnaire th that was in the magazine and sent it into Sweeney Research for analysis. The closing date for responses was set at July 17 2007. A total of 41 hard copy questionnaires were completed. The sample structure is shown overleaf. Note: It was agreed with Universal Magazines that, for budgetary reasons, open ended questions and ‘other’ responses would not be analysed. Wellbeing Readers Survey - 15493 July 2007 0
The Sample The structure of the survey sample is shown below. As shown, almost every reader who took part in the survey is female, while none are aged under 25 or over 64. The majority live in NSW or Victoria and around half have a household income of between $30, 000 and $60, 000. Some 12 of the 41 respondents (29%) works in the health industry, and every respondent is the primary shopper for daily supplements in their household. Two-thirds are in lower white collar occupations. On Pages 3 and 21 we highlight comparisons between Wellbeing readers and the population as a whole. SAMPLE # Gender: Male Female Age: 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 or over Location: NSW/ACT Victoria Queensland South Australia West Australia Tasmania Northern Territory Household Income: Under $30, 000 to $60, 000 $60, 001 to $90, 000 Over $90, 000 Refused Work in Health Industry Yes No Total % 1 40 2 98 0 9 13 10 9 0 0 22 32 24 22 0 15 12 6 2 4 1 1 37 29 15 5 10 2 2 7 19 6 5 4 17 46 15 12 10 12 29 41 29 71 100 # Primary Household Shopper For Daily Supplements ie. Vitamins Yes 41 No 0 Highest Level of Education Attained: High school or lower 7 TAFE/Apprenticeship/Specialist College 20 University degree/post-graduate study 14 Household Type: Young single/couple (i. e. no kids in the household 10 Young family (i. e. youngest kid in the household aged under 11) 6 Older family (i. e. youngest kid in the household aged 11 or over) 7 Older single/couple (i. e. no kids in the household) 18 Household Income: Upper white collar 3 Lower white collar 27 Upper blue collar 0 Lower blue collar 4 Working, but refused to state position 0 Retired 2 Unemployed 1 Home duties 3 Student 0 Refused 1 Total 41 Wellbeing Readers Survey - 15493 July 2007 % 100 0 17 49 34 24 15 17 44 7 66 0 10 0 5 2 7 0 2 100 0
The Main Report Wellbeing Readers Survey - 15493 July 2007 0
Section 1: Health and Exercise – Wellbeing in General Wellbeing Readers Survey - 15493 July 2007 0
Frequency of Exercising Some 95% of Wellbeing readers take some form of exercise at least once a week, with 7% doing so every day and a further 44% exercising more than three times a week. FREQUENCY OF EXERCISING Every day 4 to 6 times a week 1 to 3 times a week At least once a fortnight Less often/never Base: All (41) Q. How often do you exercise? Wellbeing Readers Survey - 15493 July 2007 0
Usage of Dietary Supplements More than nine in ten readers (93%) use dietary supplements, with most of these (76% overall) doing so regularly. USAGE OF DIETARY SUPPLEMENTS Base: All (41) Q. Do you use dietary supplements such as vitamins, minerals etc? Wellbeing Readers Survey - 15493 July 2007 0
Quarterly Spend on Dietary Supplements The average Wellbeing reader spends between around $160 per quarter (or $650 per year) on dietary supplements like vitamins and minerals, with half (51%) spending between $100 -$300, but four in ten (39%) spending less than $100 per quarter or nothing at all. Some 2% outlay more than $2, 000 per year on these types of products. QUARTERLY SPEND ON DIETARY SUPPLEMENTS Nothing, I don’t buy vitamins, minerals, etc. Less than $100 per quarter $100 to $300 per quarter $301 to $500 per quarter More than $500 per quarter Mean = c. $160 per reader Base: All (41) Q. Approximately how much do you spend per quarter on dietary supplements such as vitamins, minerals etc? Wellbeing Readers Survey - 15493 July 2007 0
Quarterly Spend on Skin Care Products Wellbeing readers spend $135 per quarter (or $540 per year) on skin-care products like moisturiser, toner and cleanser, with around a third (37%) outlaying between $100 -$300 in this time period, but more than half (54%) spending less than $100 per quarter or nothing at all. QUARTERLY SPEND ON SKIN CARE PRODUCTS Nothing, I don’t buy moisturiser, toner, cleanser, etc. One in ten readers (10%) spend between $300 and $500 on skin-care products. Less than $100 per quarter $100 to $300 per quarter $301 to $500 per quarter Mean = c. $135 per reader Base: All (41) Q. And, approximately, how much do you spend per quarter on skin-care products such as moisturiser, toner, cleanser etc? Wellbeing Readers Survey - 15493 July 2007 0
Factors Considered When Purchasing Dietary Supplements and Skin Care Products When asked which factors they consider when making a purchase of dietary supplements or skin-care products, eight in ten Wellbeing readers (80%) say they think about natural ingredients, with two-thirds (68%) claiming that the fact that these are not tested on animals is a factor in their purchasing decision. Other factors cited by more than half are… quality of ingredients (59%) organic ingredients (59%); and FACTORS CONSIDERED WHEN PURCHASING DIETARY SUPPLEMENTS AND SKIN CARE PRODUCTS Natural ingredients Not tested on animals Quality of ingredients Organic ingredients Price Non-genetically modified ingredients the price (54%). . . …and mentioned by around half are… non-genetically modified ingredients (51%) recommendations from Wellbeing magazine (51%) exclusion of colourings, flavours and preservatives (46%); and Recommendations from Wellbeing magazine Exclusion of colourings, flavours and preservatives Reputation of the brand Recommendations from friends, family, etc. Low fat e. g. “lite” products Other the reputation of the brand (44%). Word of mouth is only a factor for around a third of readers (32%), while just one in eight (12%) consider whether products have a the low fat content. Base: All (41) Q. Which of the following factors do you consider when making a purchase of dietary supplements and/or skin-care products? Wellbeing Readers Survey - 15493 July 2007 0
Incidence of Having Private Health Insurance Seven in ten Wellbeing readers (71%) have private health insurance, with around one quarter of those who don’t have it (7% overall) considering taking it out. INCIDENCE OF HAVING PRIVATE HEALTH INSURANCE Base: All (41) Q. Do you have private health insurance? Wellbeing Readers Survey - 15493 July 2007 0
Intended Behaviours in Next Six Months When readers are asked which wellbeing-type activities they intended to take part in within the next six months, the three most common are to drink health tea (83% would do), have a massage (78%) and to purchase organic food products (78%). Around three-quarters (73%) will listen to a CD which provides inspiration, while a similar number (71%) will attend a yoga class. Other actions which well over half would take are to purchase a health book (63%) and to listen to a World Music CD (61%). At the other end of the scale, visits to chiropractors, osteopaths, aromatherapists, holistic dentists and life coaches are less likely, as are purchases of juicers, water filters and ionisers. INTENDED BEHAVIOURS IN NEXT SIX MONTHS Drink health tea Use a massage (any type) Buy organic food product Listen to an inspirational CD Go to yoga class Buy a health book Listen to a world music CD Buy natural hair care product Use a naturopath Go to a personal course/seminar Use a health retreat/spa Use a beauty therapist Go to a meditation retreat Use energy vibration healing Buy organic wine Use a herbalist Use a psychologist/counsellor Use a personal/spiritual developer Buy a juicer Use a chiropractor Use an osteopath Buy a water filter Use an aromatherapist Use a holistic dentist Use a life coach Buy an ioniser Otherapies Base: All (41) Q. Which of the following are you likely to do in the next 12 months? Wellbeing Readers Survey - 15493 July 2007 0
Intended Air Travel in Next 12 Months Around two-thirds of Wellbeing magazine readers (68%) intend to take a flight within the next 12 months, with most of these (63% overall) planning domestic air travel, but three in ten (29% overall) considering an overseas trip. INTENDED AIR TRAVEL IN NEXT 12 MONTHS Domestic air travel One quarter (24%) plan to take both domestic and international flights in the next year or so. International air travel Both Neither Base: All (41) Q. In the next 12 months are you planning any…? Wellbeing Readers Survey - 15493 July 2007 0
Types of Holiday Considering in Next 12 Months Some 98% of readers are planning some sort of holiday in the next 12 months, with the two most popular options being a health retreat (63% intend visiting one) and a beach holiday (51%). While traditional favourites camping (15%) and snow (10%) are also on the horizon for a number of readers, one in ten (10%) intend to head for a wilderness retreat. TYPES OF HOLIDAY CONSIDERING IN NEXT 12 MONTHS Health retreat Beach holiday Camping Snow holiday Wilderness retreat Food and wine tourism Farm holiday Other None Base: All (41) Q. What types of holiday are you considering over the next 12 months? Wellbeing Readers Survey - 15493 July 2007 0
Section 2: Wellbeing Magazine Wellbeing Readers Survey - 15493 July 2007 0
Comparison of Wellbeing Readers with the Population as a Whole The table opposite compares the readership of Wellbeing with the population of Australia (aged 18+) as a whole. As stated earlier, care should betaken when looking at these comparisons, due to the relatively small size of the sample of readers. The magazine appears not to have too many readers at either end of the age spectrum, with all of those taking part in the survey aged between 25 -64. Also, the proportion of readers aged 35 -44 years is a little higher than for the population as a whole. The household income of readers is also not completely in line with the national picture. Wellbeing has an above average number of readers earning in the $30, 000 to $60, 000 range, but a relatively small number earning a high or a low amount. However, the distribution of readers by state accurately reflects the spread of the Australian population. The female skew of the readership of Wellbeing is very obvious. COMPARISON – READERS VS. GENERAL POPULATION Wellbeing Readers % Australian Population 1 % Male 2 49 Female 98 51 18 to 24 0 12 25 to 34 22 18 35 to 44 32 19 45 to 54 24 18 55 to 64 22 15 65 or over 0 18 NSW/ACT 37 33 Victoria 29 25 Queensland 15 19 South Australia 5 8 West Australia 10 10 Tasmania 2 2 Northern Territory 2 1 ACT 0 2 Under $30, 000 17 26 $30, 000 to $60, 000 46 27 $60, 001 to $90, 000 2 15 15 Over $90, 000 12 20 Refused 10 11 Total 100 Gender: Age: Location: Household Income: Note: 2006 Australian Bureau of Statistics Census data 1. As no readers were aged under 18 the figures in the right hand column represent Australians aged 18+ 2. Different increments used by ABS - hence estimates used Wellbeing Readers Survey - 15493 July 2007 0
Number of Readers of Individual Copy of Magazine One in five Wellbeing readers (20%) do not share their copy of the magazine, while one quarter (27%) let one other person read it and a further quarter (24%) share it with two or three others. However, one on seven readers (15%) share their copy with at least eight other people. The average copy is read by 3½ people, which includes the purchaser. NUMBER OF READERS OF INDIVIDUAL COPY OF MAGAZINE No one else One other person 2 to 3 other people 4 other people 5 -7 other people Mean = c. 3. 5 readers per copy sold More than 7 other people Base: All (41) Q. How many people other than yourself do you think read this copy of Wellbeing magazine? Wellbeing Readers Survey - 15493 July 2007 0
Effects of Advertising in Wellbeing More than eight in ten readers (85%) have enquired about products or services advertised in Wellbeing magazine in the past, although just one quarter overall (27%) do so regularly. FREQUENCY OF ENQUIRING ABOUT PRODUCTS AND SERVICES ADVERTISED IN WELLBEING Every reader who hasn’t enquired about products or services advertised before intends doing so in the future. Base: All (41) Q. How often do you enquire about any of the products or services advertised in Wellbeing magazine? Wellbeing Readers Survey - 15493 July 2007 0
Frequency of Visiting Wellbeing Website Just over a third of Wellbeing readers (37%) have also visited the magazine’s website, but just 5% overall log onto it regularly, with 20% visiting it occasionally and 12% having only been on it once before. On a positive note, more than two-thirds of the readers who haven’t yet visited the website intend to try it out in the future. FREQUENCY OF VISITING WELLBEING WEBSITE Regularly Occasionally Visited once Never – but likely to do so in the future Never – and unlikely to do so in the future Base: All (41) Q. Do you visit the www. wellbeing. com. au website…? Wellbeing Readers Survey - 15493 July 2007 0
Other Natural Health Publications Bought or Subscribed to One in two Wellbeing readers (51%) buy or subscribe to other natural health publications. OTHER NATURAL HEALTH PUBLICATIONS BOUGHT OR SUBSCRIBED TO Eight in ten of these (81%, or 41% of all Wellbeing readers) purchase Nature & Health, while four in ten (42%, or 22% of all Wellbeing readers) buy Good Medicine. Australian Natural Health and GMag are the only other magazines that more than one of the 41 people taking part in the survey purchase. Base: All (41) Q. What other natural health publications, if any, do you buy or subscribe to? Wellbeing Readers Survey - 15493 July 2007 0
Appendix: The Questionnaire Wellbeing Readers Survey - 15493 July 2007 0
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