CosmoGIRL Survey 2009
Transcript of CosmoGIRL Survey 2009
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Methodology
Methodology
More than 500 completed questionnaires had returned.Sample Size
Sample Size
January 2009Survey Period
Survey Period
Methodology
A self-completed questionnaire is attached in theJanuary edition of CosmoGirl!. Those readers whoreturned the completed questionnaire is entitled to a
lucky draw.
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Readers ProfileReaders Profile
Age
13%
25%
13%
9%
40%
< 19 years old
20 to 24 years old
25 to 28 years old
29 to 32 years old
33 years old+
Marital Status
85%
1%14%
Single
Married
Others
Living Condition
70%
25%5%
Living with
parents
Living by
self
Cohabited
with friends
Gender
97%
3%
FemalesMales
Base: All respondents
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Readers ProfileReaders Profile
Occupation
4%
8%
25%
8%
31%
10%
12%
3%
Education Level
4%
9%
46%
41%
Owners / employers
Professional
Managerial
Clerical
Secretary
Students
Others
Refused
Matriculated or below
University
Post graduate
Others
Base: All respondents
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Readers ProfileReaders Profile
Annual Household Income
7%11%
27%
23%
32%
$1,000,000 or
above
$600,000 -
$999,999
$399,999 -
$599,999
$250,000 -
$399,999
Below $250,000
Annual Personal Income
4%5%12%17%
25%12%
26%
$500,000 or
above
$400,000 -
$499,999
$300,000 -
$399,999
$200,000 -
$299,999
$100,000 -
$199,999
Below
$100,000
No income
Base: All respondents
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Proportion of monthly spendingProportion of monthly spending
8% 10%19%
35%
22%
50%
19%
28%
27%
23%
25%
17%
22%
20%
21%
15%
16%
11%
23%
20%
15%12%
20%
13%16% 12%
10%9% 11%
7%12% 10% 8%6% 6%
2%
Fashion Skin care
products
Handbags
and shoes
Accessories Cosmetics Electronic
goods
More than 60%
46% - 60%
31% - 45%
21% - 30%
10% - 20%
Less than 10%
Base: All respondents
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Products interested in while shoppingProducts interested in while shopping
26% 38%
24%
24%
10%
27%
45%
38%
38%
17%
33%
39%
Fashion
Shoes / handbag
Skin care
Fashion accessories/ watches
Cosmetics / perfume
Electronic goods
Total Below 24 years old 25 to 28 years old 29 years old +
25%
38%
45%
48%
22%
20%
22%
42%
3%
15%
34%
41%
28%
35%
21%
15%
18%
9%
47%
46%
46%
21%
42%
35%
27%
31%
28% 34%
32%
33%
31%
50%
15% 17%
30%
40%
Definite Very often
Figures denote top 2 boxes (definite / very often)
Base: All respondents
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Ownership of luxury itemsOwnership of luxury items vsvs
intention of acquiring them in next 12 monthsintention of acquiring them in next 12 months
23%
15%
19%
30%
29%
31%
41%
30%
31%
32%
43%
57%
83%
89%Mobile phone
Personal computer
Jewellery
Luxury handbag
PDA
Membership offitness club
Luxury watches
Total Below 24 years old 25 to 28 years old 29 years old +
25%
20%
22%
30%
31%
35%
41%
24%
31%
33%
32%
52%
83%
88%
20%
9%
16%
34%
25%
25%
51%
20%
27%
24%
56%
56%
89%
93%
24%
10%
15%
27%
27%
25%
30%
54%
35%
40%
57%
70%
75%
88%
Owned currently
Intend to acquire in next 12 monthsBase: All respondents
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Types of credit cards ownedTypes of credit cards owned
12%
24%
55%
82%Visa card
Master card
American Express
No credit card
Total Below 24 years old 25 to 28 years old 29 years old +
21%
16%
43%
69%
3%
21%
75%
95%
2%
47%
59%
98%
Base: All respondents
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Number of credit card ownedNumber of credit card owned
TotalBelow 24years old
25 to 28years old
29 years oldor above
Number of visa card owned byvisa card owners
Classic
Gold card Platinum card
2.6
1.51.4
2.5
1.31.1
3.2
1.41.3
2.3
1.92.0
Number of master card ownedby master card owners
Classic
Gold card
Platinum card
2.1
1.4
1.2
2.0
1.3
1.1
2.4
1.3
1.2
1.9
1.5
1.4
Number of American Expresscard owned by card owners
Classic
Gold card
Platinum card
1.6
1.5
1.1
1.3
1.6
1.1
1.8
1.4
1.0
1.7
1.4
1.2
Base: Card owners of respective types of cards
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Frequency of paying with credit cardsFrequency of paying with credit cards
11%20%6%
9%17%
23%
11% 11%
32%
20%
39%51%
34% 28%
46%
34%
2%2%
2%2%
Total Less than 24 years
old
25 to 28 years old 29 years old +
Almost everytime
Very often
Occasional
Seldom
Never
Base: All respondents
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Ownership of department storesOwnership of department stores VIP cardVIP card
Base: All respondents
44% 44%
35%
56%
Total Less than 24years old
25 to 28 years old 29 years old +
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Frequency of leisure activitiesFrequency of leisure activities
6%
20%11% 11%18%
28%
27%
11%
20% 26%
51%
47%
41%
17%
22%28%
24%
19%10%
69%
41% 32%
4%3%3%1%
2%
2%2%4%
Web surfing Listening
music
Reading Shopping Hanging out
with friends
Sports /
outdoor
activities
Everyday
3 to 6 times aweek
1 to 2 times a
week1 to 3 times amonth
Less often thanonce a month
Base: All respondents
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Frequency of patronizing beauty servicesFrequency of patronizing beauty services
31%
53%
23%
13%
6%
36%
27%
13%
33%23% 13%
7%6%15%
1%
Beauty Parlor Yoga / fitness centre Hair salon
At least once perweek
2 to 3 times amonth
Once a month
1 to 3 time aquarter
Less often thanonce a quarter
Base: All respondents
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Interest in attending reader activitiesInterest in attending reader activities
58%
60%
60%
66%
72%
75%
79%Make up class
Talks on beautytreatments
Cooking class
Talks on self-improvement
Talks on etiquette
Dancing class
Fashion show 59%
64%
59%
69%
72%
70%
74%
58%
57%
62%
62%
70%
80%
89%
57%
55%
58%
65%
73%
81%
81%
Total Below 24 years old 25 to 28 years old 29 years old +
Base: All respondents
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CirculatingCirculating CosmoGirlCosmoGirl! to other people to read! to other people to read
82% 81% 82% 84%
18% 19% 18% 16% NO
Have circulatedto other people
20% 15% 19%
34%
40%38%
53% 29%
27% 32%
21%
23%
7% 9%7% 7%
6%3%8%5%
Total Less than 24
years old
25 to 28 years old 29 years old +
5 or above
43
2
1
Number of person circulated to
Base: All respondents
Average 2.4 2.5 2.2 2.2
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Average amount of time spent on readingAverage amount of time spent on reading CosmoGirlCosmoGirl! for! for
every issueevery issue
11% 8% 8%23%
64%65% 60%
66%
22% 25% 28%
10%
1%4%3%3%
Total Less than 24 years
old
25 to 28 years old 29 years old +
5 hours or above
4 to 5 hours
1 to 3 hours
Less than onehour
Base: All respondents
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Satisfaction with respective contentSatisfaction with respective content Fashion & beautyFashion & beauty
27%
26%
26%
28%
26%
52%37%
40%
23%
20%
21%
50%
53%
60%
59%
51%
53%
58%
63%
61%
Total Below 24 years old 25 to 28 years old 29 years old +
Like it very much Like it
Figures denote top 2 boxes (like it very much / like it)
28%
28%
30%
28%
27%
39%
43%
22%
21%
20% 46%
52%
58%
59%
49%
59%
54%
45%
46%
55%
27%
26%
28%
28%
58%
50%
48%
36%
24%
37%
23%
22%
20%
61%
59%
58%
58%
62%
68%
67%
31%
32%
36%
23%
18%
23%
22%
22%
23%
21%
61%
58%
59%
56%
62%
58%
59%
69%
66%
63%
Base: All respondents
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Satisfaction with respective contentSatisfaction with respective content FeaturesFeatures
25%
30%
25%
28%
24%
24%
21%
21%
20%
20%
53%
54%
55%
60%
52%
58%
58%
59%
54%
60%
/
Total Below 24 years old 25 to 28 years old 29 years old +
Like it very much Like it
Figures denote top 2 boxes (like it very much / like it)
29%
27%
27%
26%
55%
57%
48%
56%
52%
52%
50%
34%
37%
36%
25%
24%
24%
56%
51%
54%
19%
21%
18%
17%
15%
15%
15%
15%
14%
11%
52%
55%
55%
70%
53%
66%
67%
63%
60%
70%
28%
28%
24%
22%
19%
19%
18%
15%
17%
17%
15%
60%
52%
55%
60%
57%
58%
50%
55%
68%
54%
61%
Base: All respondents
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Other commentsOther comments
Base: All respondents
92% readers are confident in the product recommended by CosmoGirl!
89% are confident in the quality of products advertised in CosmoGirl!
91% have acquired a lot of information from CosmoGirl!
81% said the advertisement in CosmoGirl! Is good for decision making
89% are willing to pay extra for better quality
97% agreed that balance is a source of happiness