Wellbeing Readers Survey Universal Magazines Prepared by:Tim Honcoop and Erik Heller

Wellbeing Readers SurveyUniversal 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 3Introduction 6Methodology 7The Sample 8

The Main Report 9Section 1: Health and Exercise – Wellbeing in General 10Frequency of Exercising 11Usage of Dietary Supplements 12Quarterly Spend on Dietary Supplements 13Quarterly Spend on Skin Care Products 14Factors Considered When Purchasing Dietary Supplements and Skin Care Products 15Incidence of Having Private Health Insurance 16 Intended Behaviours in Next Six Months 17Intended Travel in Next 12 Months 18 Types of Holiday Considering in Next 12 Months 19

Section 2: Wellbeing Magazine and Other Publications 20Comparison of Wellbeing Readers with the Population as a Whole 21Number of Readers of Individual Copy of Magazine 22Effects of Advertising 23Frequency of Visiting Wellbeing Website 24Other Natural Health Publications Bought or Subscribed to 25

Appendix: The Questionnaire 26

http://www.wellbeing.com.au/

3July 2007Wellbeing Readers Survey - 15493

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 Population1

%

Gender:

Male 2 49

Female 98 51

Age:

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

Location:

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

Household Income:

Under $30,000 17 26

$30,000 to $60,000 46 27

$60,001 to $90,0002 15 15

Over $90,000 12 20

Refused 10 11

Total 100 100

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


An Overview of the Results (cont)

Other Demographic Aspects of Readers

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.

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.

Involvement in Health and Exercise

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 skin-

care 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%).

Every day

FREQUENCY OF EXERCISING

Base: All (41)

4 to 6 times a week

1 to 3 times a week

At least once a fortnight

Less often/never

*

Never use, 7%

Use occasionally, 17%

Use regularly, 76%

USAGE OF DIETARY SUPPLEMENTS

Base: All (41)


An Overview of the Results (cont)

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.

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.

The chart below highlights readers’ wellbeing-related behaviours...

Drink health tea

INTENDED BEHAVIOURS IN NEXT SIX MONTHS

Base: All (41)

Use a massage (any type)

Buy organic food product

Listen to an inspirational CDGo to yoga class

Buy a health book

Listen to a world music CD

Buy natural hair care product

Use a naturopathGo 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

Other therapies

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.


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.


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

that was in the magazine and sent it into Sweeney Research for analysis. The closing date for responses was set at July 17th 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.


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 1 2

Female 40 98

Age:

18 to 24 0 0

25 to 34 9 22

35 to 44 13 32

45 to 54 10 24

55 to 64 9 22

65 or over 0 0

Location:

NSW/ACT 15 37

Victoria 12 29

Queensland 6 15

South Australia 2 5

West Australia 4 10

Tasmania 1 2


Household Income:

Under $30,000 7 17

$30,000 to $60,000 19 46

$60,001 to $90,000 6 15

Over $90,000 5 12

Refused 4 10

Work in Health Industry

Yes 12 29

No 29 71

Total 41 100

SAMPLE

# %

Primary Household Shopper For Daily Supplements ie. Vitamins

Yes 41 100

No 0 0

Highest Level of Education Attained:

High school or lower 7 17

TAFE/Apprenticeship/Specialist College 20 49

University degree/post-graduate study 14 34

Household Type:

Young single/couple (i.e. no kids in the household 10 24

Young family (i.e. youngest kid in the household aged under 11) 6 15

Older family (i.e. youngest kid in the household aged 11 or over) 7 17

Older single/couple (i.e. no kids in the household) 18 44

Household Income:

Upper white collar 3 7

Lower white collar 27 66

Upper blue collar 0 0

Lower blue collar 4 10

Working, but refused to state position 0 0

Retired 2 5

Unemployed 1 2

Home duties 3 7

Student 0 0

Refused 1 2

Total 41 100


The Main Report


Section 1: Health and Exercise – Wellbeing in General


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. Every day

FREQUENCY OF EXERCISING

Base: All (41)Q. How often do you exercise?

4 to 6 times a week

1 to 3 times a week

At least once a fortnight

Less often/never


Never use, 7%

Use occasionally, 17%

Use regularly, 76%

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?


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.

Nothing, I don’t buy vitamins, minerals, etc.

QUARTERLY SPEND ON DIETARY SUPPLEMENTS

Base: All (41)Q. Approximately how much do you spend per quarter on dietary supplements such

as vitamins, minerals etc?

Less than $100 per quarter

$100 to $300 per quarter


More than $500 per quarterMean = c. $160 per

reader


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.

One in ten readers (10%) spend between $300 and $500 on skin-care products .

Nothing, I don’t buy moisturiser, toner, cleanser, etc.

QUARTERLY SPEND ON SKIN CARE PRODUCTS

Base: All (41)Q. And, approximately, how much do you spend per quarter on skin-care products

such as moisturiser, toner, cleanser etc?

Less than $100 per quarter


$301 to $500 per quarterMean = c. $135 per

reader


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

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

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.

Natural ingredients

FACTORS CONSIDERED WHEN PURCHASING DIETARY SUPPLEMENTS AND SKIN CARE PRODUCTS

Base: All (41)Q. Which of the following factors do you consider when making a purchase of

dietary supplements and/or skin-care products?

Not tested on animals

Quality of ingredients

Organic ingredients

Price

Non-genetically modified ingredients

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


Have private health insurance,

71%

Don't have, but considering it, 7%

Don't have, and not considering it,

22%

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?


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.

Drink health tea

INTENDED BEHAVIOURS IN NEXT SIX MONTHS

Base: All (41)Q. Which of the following are you likely to do in the next 12 months?

Use a massage (any type)

Buy organic food product

Listen to an inspirational CDGo to yoga class

Buy a health book

Listen to a world music CD

Buy natural hair care product

Use a naturopathGo 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

Other therapies


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.

One quarter (24%) plan to take both domestic and international flights in the next

year or so.

Domestic air travel

INTENDED AIR TRAVEL IN NEXT 12 MONTHS

Base: All (41)Q. In the next 12 months are you planning any…?

International air travel

Both

Neither


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.

Health retreat

TYPES OF HOLIDAY CONSIDERING IN NEXT 12 MONTHS

Base: All (41)Q. What types of holiday are you considering over the next 12 months?

Beach holiday

Camping

Snow holiday

Wilderness retreat

Food and wine tourism

Farm holiday

Other

None


Section 2: Wellbeing Magazine


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 Population1

%

Gender:

Male 2 49

Female 98 51

Age:

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

Location:

NSW/ACT 37 33

Victoria 29 25

Queensland 15 19

South Australia 5 8

West Australia 10 10

Tasmania 2 2


ACT 0 2

Household Income:

Under $30,000 17 26

$30,000 to $60,000 46 27

$60,001 to $90,0002 15 15

Over $90,000 12 20

Refused 10 11

Total 100 100

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


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.

No one else

NUMBER OF READERS OF INDIVIDUAL COPY OF MAGAZINE

Base: All (41)Q. How many people other than yourself do you think read this copy of Wellbeing

magazine?

One other person

2 to 3 other people

3 other people

4 other people

Mean = c. 3.5 readers per copy sold

More than 7 other people

5-7 other people


Never, but likely to do so in the future,

15%

Sometimes, 59%

Regularly, 27%

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.

Every reader who hasn’t enquired about products or services advertised before

intends doing so in the future.

FREQUENCY OF ENQUIRING ABOUT PRODUCTS AND SERVICES ADVERTISED IN WELLBEING

Base: All (41)Q. How often do you enquire about any of the products or services advertised in

Wellbeing magazine?


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.

Regularly

FREQUENCY OF VISITING WELLBEING WEBSITE

Base: All (41)Q. Do you visit the www.wellbeing.com.au website…?

Occasionally

Visited once

Never – but likely to do so in the future

Never – and unlikely to do so in the future


Other Natural Health Publications Bought or Subscribed to

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) 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.

OTHER NATURAL HEALTH PUBLICATIONS BOUGHT OR SUBSCRIBED TO

Base: All (41)Q. What other natural health publications, if any, do you buy or subscribe to?


Appendix: The Questionnaire

Wellbeing Readers Survey Universal Magazines Prepared by:Tim Honcoop and Erik Heller

Documents

Transcript of Wellbeing Readers Survey Universal Magazines Prepared by:Tim Honcoop and Erik Heller