4. Voluntary Report Nusaresearch - Woman Magazine

Report date: September 27th, 2013

Creator: Nusaresearch team

REPORT ON WOMAN MAGAZINE

IN INDONESIA

Research time: 7th – 22nd August 2013

Based on Nusaresearch’s panellist

A. Research information

Research method : Quantitative Research – Online

Timing : 7th – 22nd August 2013

Sample size : 534

Research area : Nationwide

Target : Female aged 17 years old and over who read

magazine

Research objectives : Explore woman magazine market in Indonesia

Sampling method : Internet sampling

A. Research information

18,5

44,8

36,7

Lower

Middle

Upper

Monthly household Expenditure

12,9

78,1

3,7

2,2

3

0 20 40 60 80 100

Sumatra Island

Java Island

Bali, NTB and NTT

Kalimantan Island

Sulawesi and East

Province AreaUnit: % Unit: %

Unit: %

12,9

46,8

40,3

Age

Under 20 years old 20 - 29 years old

30 years old and above

B. Executive summary

A – General woman magazines’ shopping data

[1] [Good article] is the most important factor affecting on respondents’ decision

• Most respondents concern about [Good article] (83.5%) when buying and reading magazine, followed by

[Affordable price] and [Wide topic] which respectively account for 64.4% and 62.7%.

• Among age groups, [Good article] is the main factors which all respondents among age groups choose to

be the best reason to buy and read magazine.

• As the figure shows, all respondents among SES groups mostly concern about [Good article] at 79.8%,

82.0% and 87.2% respectively.

[2] Most respondents buy woman magazine at [Book store]

• Upon 10 people were asked, there are 6 women buy magazine at [Book store] and the next place is

[Magazine store] with 49.1%. [Shopping mall] is at the third place with 35.6%.

• More than half of respondents in all age groups mostly choose [Book store] as the first place to buy

magazine. At the second position is [Magazine store].

• [Book store], [Magazine store] and [Shopping mall] are the top three places for buying magazine, while

[Buying online] gain the lowest percentage among SES groups.


[3] [$2 - $3] is the common price for buying magazine

• More than 4 over 10 respondents buy magazines at price of [$2 - $3], followed by [Less than $2] with

22.8%. The lowest percentage belongs to [$7 - $8] at 0.2%.

• [$2 - $3] is mostly chosen by respondents in all two groups: 20 – 29, 30 years old and above. Meanwhile,

the youngest group (under 20 years old) buy magazines for [Less than $2], accounting for 39.1%.

• As being shown in the chart, lower SES buys magazine with price of [Less than $2]. In particular, middle

and upper buys magazine with price of [$2 - $3] at 43.9% and 42.9% respectively.

[4] 44.8% of respondents read magazine in [Not specific time]

• The majority of 534 surveyed people usually read magazine in [Not specific time] which is equivalent to

44.6%, followed by [Evening] as the second position for the best time to read magazine.

• [Not specific time] is mostly choosen time to read magazine. The next preferable option time is [Evening]

chosen by most groups except respondents aged 30 years old and over which choose [Night] as the

second option with 23.3%.

• Regardless of monthly household expenditure, most respondents read magazine in [Not specific time],

followed by [Evening] and [Night].


[5] 30.0% of respondents reading magazine once per 2 – 3 days

• Most respondents read magazine [Once per 2 – 3 days] with 30.0%, followed by [Everyday] at 18.5%.

• As being shown in the chart, almost all respondents read magazine [Once per 2 – 3 days], accounting for

21.7%, 34.0% and 27.9% respectively.

• [Once per 2 – 3 days] is most choosen frequency of reading magazine in all SES groups. At the second

position, [Once per 4 – 6 days] is choosen by Lower groups, while [Everyday] is choosen by Upper groups.


B – Woman Magazine Awareness

[Femina] scores highest at 79.0%

• A vast majority know [Femina] and the next is [Gadis] and [Kartini] with percentage of 79.0%, 77.3% and

72.1% respectively. [Femina] still keeps the highest position in terms of Ever Read and Often Read.

• [Femina] is the common brands for respondents in age groups of 20 – 29 as well as 30 years old and over.

However, [Gadis] is the top brand for respondents in age groups of under 20 years old.

• Regardless of monthly household expenditure, [Femina] gains high percentage in terms of Total awareness,

Ever Read and Often Read. For [Gadis] and [Kartini], their position has slightly change across SES

groups.

Most respondents intend to buy [Provoke]

• [Provoke] is the top brand of woman magazine which has strong intention to be bought towards recognized

magazine at 2.33.

• As being shown in the chart, [Go Girl] leads the brand of woman magazine which will be bought for next

month which instead of recognized magazine among the age groups.

• For Lower and Middle groups, [Provoke] reach the highest mean towards intention to buy of recognized

magazine. Meanwhile, for Upper groups, [Kawanku] get the highest mean also.

C. Research findings1. General Woman Magazine shopping data

2. Woman Magazine awareness

1. Important factors when buy and read magazine

[Good article] is the most important factor affecting on respondents’ decision

Most respondents concern about [Good article] (83.5%) when buying and reading magazine, followed by [Affordable price] and

[Wide topic] which respectively account for 64.4% and 62.7%.

Q. What factors that makes you usually buy and read this magazine? [MA] Based n= 534

[Figure 1.1] Important factors when buy and read magazine

83,5

64,4 62,755,6 55,1

47,9

32,2 30,324,0 22,5

16,1 12,9 12,4

1,5

0,0

20,0

40,0

60,0

80,0

100,0

Has g

ood

art

icle

Aff

ord

ab

le p

rice

Wid

e t

op

ic

To

pic

in

ma

ga

zin

e is c

om

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Go

od e

xplo

ration

of a

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Availa

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eve

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Fa

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ag

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e

A lot

of b

onu

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sy to

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bscri

be

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f m

ag

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hic

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asy

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Th

ickn

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ag

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Pe

op

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ecom

me

nda

tion

Oth

ers

Unit: %


[Good article] become the top factor among age groups

Among age groups, [Good article] is the main factors which all respondents among age groups choose to be the best reason to

buy and read magazine.

[Figure 1.2] Important factors when buy and read magazine – By Age

79,7

59,4

58,0

56,5

55,1

43,5

34,8

31,9

27,5

21,7

18,8

15,9

13,0

4,3

0,0 50,0 100,0

Has good article

Affordable price

Topic in magazine iscommon

Good exploration ofarticle

Wide topic

Available everywhere

A lot of bonus

Famous magazine

Size of magazine whicheasy to be brought

There's good advertise

People recommendation

Thickness of magazine

Easy to subscribe

Others

Under 20 years old (n = 69)

80,0

62,8

61,6

56,0

52,8

50,4

38,4

33,6

26,0

23,6

18,8

14,0

14,0

1,2

0,0 50,0 100,0

Has good article

Affordable price

Wide topic




Famous magazine

A lot of bonus

Easy to subscribe





Others

20 - 29 years old (n = 250)

88,8

67,9

66,5

57,2

54,4

46,5

25,1

25,1

25,1

19,5

11,2

10,7

8,4

0,9

0,0 50,0 100,0

Has good article

Affordable price

Wide topic




Famous magazine

Easy to subscribe

A lot of bonus





Others [FA]

30 years old and over (n = 215)



[Good article] leads the factors in buying and reading magazine

As the figure shows, all respondents among SES groups mostly concern about [Good article] at 79.8%, 82.0% and 87.2%

respectively.

[Figure 1.3] Important factors when buy and read magazine – By SESUnit: %

79,8

55,6

55,6

54,5

52,5

52,5

32,3

31,3

22,2

22,2

20,2

16,2

11,1

2,0

0,0 50,0 100,0

Has good article

Affordable price




Wide topic

Famous magazine

A lot of bonus


Easy to subscribe




Others

Lower (n = 99)

82,0

64,9

64,4

56,5

54,4

47,7

29,7

29,3

20,9

20,9

15,9

13,8

11,3

1,7

0,0 50,0 100,0

Has good article

Affordable price

Wide topic




A lot of bonus

Famous magazine


Easy to subscribe




Others

Middle (n = 239)

87,2

68,4

65,8

57,1

54,6

44,9

35,7

30,6

28,6

24,5

14,3

12,8

11,7

1,0

0,0 50,0 100,0

Has good article

Affordable price

Wide topic




Famous magazine

A lot of bonus

Easy to subscribe





Others

Upper (n = 196)


2. Place to buy magazine

Most respondents buy woman magazine at [Book store]

Upon 10 people were asked, there are 6 women buy magazine at [Book store] and the next place is [Magazine store] with

49.1%. [Shopping mall] is at the third place with 35.6%.

Q. Where do you buy magazine? [MA] Based on n=534

[Figure 2.1] Place to buy magazine

60,7

49,1

35,6

26,8 25,121,9

18,515,2 14,2

9,76,2

1,9

0,0

20,0

40,0

60,0

80,0

100,0

Book store Magazinestore

Shoppingmall

Minimarket Supermarket Magazinesubscriptions

(homedelivery)

Distributor Sales Convenientstore

Grocerystore

Online Other

Unit: %


[Book store] scores highest across age groups

More than half of respondents in all age groups mostly choose [Book store] as the first place to buy magazine. At the second

position is [Magazine store].

[Figure 2.2] Place to buy magazine – By Age

Book storeMagazine

storeShopping

mallMinimarket

Supermarket

Distributor

Magazinesubscriptions (homedelivery)

SalesConvenient

storeGrocery

storeOnline Others

Under 20 years old (n = 69) 60,9 49,3 31,9 30,4 17,4 27,5 13,0 13,0 15,9 10,1 10,1 2,9

20 - 29 years old (n= 250)) 61,2 50,4 34,4 24,8 27,2 17,6 23,6 16,0 16,0 9,6 6,0 1,2

30 years old and over (n = 215) 60,0 47,4 38,1 27,9 25,1 16,7 22,8 14,9 11,6 9,8 5,1 2,3

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %



SES seems not to affect much on place to buy magazine

[Book store], [Magazine store] and [Shopping mall] are the top three places for buying magazine, while [Buying online] gain

the lowest percentage among SES groups.

[Figure 2.3] Place to buy magazine – By SES

Book storeMagazine

storeShopping

mallMinimarket

Supermarket

Magazinesubscriptions (homedelivery)

Distributor SalesConvenient

storeGrocery

storeOnline Other

Lower (n = 99) 58,6 50,5 35,4 30,3 26,3 14,1 18,2 19,2 16,2 13,1 10,1 1,0

Middle (n = 239) 58,6 46,4 33,5 25,1 22,2 19,2 22,6 14,6 14,6 9,6 4,6 1,7

Upper (n = 196) 64,3 51,5 38,3 27,0 28,1 29,1 13,8 13,8 12,8 8,2 6,1 2,6

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %


22,8

45,3

10,9 11,2

7,1

0,9 0,2 0,4 0,6 0,60,0

10,0

20,0

30,0

40,0

50,0

Less than $2 $2 - $3 $3 - $4 $4 - $5 $5 - $6 $6 - $7 $7 - $8 $8 - $9 $9 - $10 More than $10

3. Price of buying magazine

[$2 - $3] is the common price for buying magazine

More than 4 over 10 respondents buy magazines at price of [$2 - $3], followed by [Less than $2] with 22.8%. The lowest

percentage belongs to [$7 - $8] at 0.2%.

Q. Please tell us how much you usually buy magazine? [SA] Based on n=534

[Figure 3.1] Price of buying magazineUnit: %

3. Price of buying magazine[Less than $2] is the most common price of buying magazine in the youngest

group

[$2 - $3] is mostly chosen by respondents in all two groups: 20 – 29, 30 years old and above. Meanwhile, the youngest group

(under 20 years old) buy magazines for [Less than $2], accounting for 39.1%.

[Figure 3.2] Price of buying magazine– By Age

Less than$2

$2 - $3 $3 - $4 $4 - $5 $5 - $6 $6 - $7 $7 - $8 $8 - $9 $9 - $10More than

$10

Under 20 years old (n = 69) 39,1 37,7 11,6 2,9 8,7 0,0 0,0 0,0 0,0 0,0

20 - 29 years old (n= 250)) 22,4 48,0 9,6 9,6 7,6 0,8 0,0 0,4 0,4 1,2

30 years old and over (n = 215) 18,1 44,7 12,1 15,8 6,0 1,4 0,5 0,5 0,9 0,0

0,0

10,0

20,0

30,0

40,0

50,0

Unit: %


3. Price of buying magazine

Middle and Upper SES leads to higher price of buying magazines

As being shown in the chart, lower SES buys magazine with price of [Less than $2]. In particular, middle and upper buys

magazine with price of [$2 - $3] at 43.9% and 42.9% respectively.

[Figure 3.3] Price of buying magazine – By SES

Less than $2 $2 - $3 $3 - $4 $4 - $5 $5 - $6 $6 - $7 $7 - $8 $8 - $9 $9 - $10More than

$10

Lower (n = 99) 35,4 53,5 6,1 2,0 3,0 0,0 0,0 0,0 0,0 0,0

Middle (n = 239) 25,9 43,9 11,7 11,7 5,0 0,4 0,4 0,4 0,4 0,0

Upper (n = 196) 12,8 42,9 12,2 15,3 11,7 2,0 0,0 0,5 1,0 1,5

0,0

10,0

20,0

30,0

40,0

50,0

60,0

Unit: %


4. Time to read magazine

44.8% of respondents read magazine in [Not specific time]

The majority of 534 surveyed people usually read magazine in [Not specific time] which is equivalent to 44.6%, followed by

[Evening] as the second position for the best time to read magazine.

Q. When do you usually read magazine? [SA] Based on n=534

[Figure 4.1] Time to read magazine

10,77,1

19,917,6

44,8

0,0

20,0

40,0

60,0

80,0

100,0

Morning Afternoon Evening Night Not specific time

Unit: %


Among age groups, [Not specific time] is the best choosen time to read magazine

[Not specific time] is mostly choosen time to read magazine. The next preferable option time is [Evening] chosen by most

groups except respondents aged 30 years old and over which choose [Night] as the second option with 23.3%

[Figure 4.2] Time to read magazine – By Age


Under 20 years old (n = 69) 8,7 7,2 20,6 7,2 56,5

20 - 29 years old (n= 250)) 13,2 7,6 22,0 15,6 41,6

30 years old and over (n = 215) 8,4 6,5 17,2 23,3 44,7

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %



SES seems not to affect much on time to read magazine

Regardless of monthly household expenditure, most respondents read magazine in [Not specific time], followed by [Evening]

and [Night].

[Figure 4.3] Time to read magazine – By SES


Lower (n = 99) 10,1 3,0 18,2 9,1 59,6

Middle (n = 239) 11,3 7,9 20,1 16,3 44,4

Upper (n = 196) 10,2 8,2 20,4 23,5 37,8

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %


5. Frequency of reading magazine

30.0% of respondents reading magazine once per 2 – 3 days

Most respondents read magazine [Once per 2 – 3 days] with 30.0%, followed by [Everyday] at 18.5%.

Q. How often you often read the magazine? [SA] Based on n=534

[Figure 5.1] Frequency of reading magazine

18,5

30,0

14,4

21,9

9,26,0

0,0

20,0

40,0

60,0

80,0

100,0

Everyday Once per 2 - 3 days Once per 4 - 6 days Once per week Once per month Less than once per month

Unit: %


[Once per 2 – 3 days] is mostly choosen by age groups

As being shown in the chart, almost all respondents read magazine [Once per 2 – 3 days], accounting for 21.7%, 34.0% and

27.9% respectively.

[Figure 5.2] Frequency of reading magazine – By Age

Everyday Once per 2 - 3 days Once per 4 - 6 days Once per week Once per monthLess than once per

month

Under 20 years old (n = 69) 14,5 21,7 14,5 27,5 8,7 13,0

20 - 29 years old (n= 250)) 18,4 34,0 14,8 18,4 8,8 5,6

30 years old and over (n = 215) 20,0 27,9 14,0 24,2 9,8 4,2

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %



Most of SES groups read magazine for [Once per 2 – 3 days]

[Once per 2 – 3 days] is most choosen frequency of reading magazine in all SES groups. At the second position, [Once per 4 –

6 days] is choosen by Lower groups, while [Everyday] is choosen by Upper groups.

[Figure 5.3] Frequency of reading magazine – By SES

Everyday Once per 2 - 3 days Once per 4 - 6 days Once per week Once per monthLess than once per

month

Lower (n = 99) 11,1 30,3 16,2 26,3 6,1 10,1

Middle (n = 239) 18,4 28,9 14,6 20,9 10,9 6,3

Upper (n = 196) 22,4 31,1 13,3 20,9 8,7 3,6

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %


C. Research findings1. General Woman Magazine shopping data

2. Woman Magazine awareness

Woman magazine brand awareness

[Femina] scores highest at 79.0%

[Figure 1] Woman magazine brand awareness

Q. Between these list of magazine, which magazine do you know? [MA] Based on n=534

Q. Among magazines you know, what are names of magazine you ever read? [MA] Based on n=534

Q. Among magazines you have read, which one you read most often? [SA] Based on n=534

A vast majority know [Femina] and the next is [Gadis] and [Kartini] with percentage of 79.0%, 77.3% and 72.1% respectively.

[Femina] still keeps the highest position in terms of Ever Read and Often Read.

Femina Gadis Kartini Aneka GaulKawan

kuAyahbu

ndaGenie Hai

CosmoGirl

Female

CosmopolitanIndone

sia

TeenCitaCinta

Go GirlLifestyl

eSevent

eenElle Vogue Bazaar

Total awareness 79,0 77,3 72,1 65,4 59,2 61,8 54,3 58,4 55,4 57,9 53,7 50,6 38,4 29,8 32,2 35,0 29,2 27,7 27,3 24,7

Ever Read 66,5 61,6 58,2 47,6 43,1 46,1 38,6 37,5 37,6 33,3 30,9 31,1 18,5 19,3 15,5 13,3 13,3 10,5 9,9 10,9

Often Read 23,2 7,9 8,8 3,2 11,2 3,7 8,1 4,7 1,3 2,8 0,6 3 0,9 2,1 3,2 0,6 0 0,6 0 0,4

0,0

20,0

40,0

60,0

80,0

100,0

Unit: %


There is slightly difference among age groups

[Femina] is the common brands for respondents in age groups of 20 – 29 as well as 30 years old and over. However, [Gadis] is

the top brand for respondents in age groups of under 20 years old.

[Figure 2] Woman magazine brand awareness – By AgeUnit: %

Under 20 years old 20 - 29 years old 30 years old and over

(n=69) (n=250) (n=215)

Femina

Awareness 59.4 76.8 87.9

Ever read 36.2 59.6 84.2

Often read 5.8 16.8 36.3

Gadis

Awareness 76.8 78.8 75.8

Ever read 63.8 62.8 59.5

Often read 17.4 10.4 1.9

Kartini

Awareness 53.6 65.6 85.6

Ever read 26.1 51.6 76.3

Often read 2.9 6.8 13.0





Almost 8 over 10 people with Middle and Upper expenses knows [Femina]

Regardless of monthly household expenditure, [Femina] gains high percentage in terms of Total awareness, Ever Read and

Often Read. For [Gadis] and [Kartini], their position has slightly change across SES groups.

[Figure 3] Woman magazine brand awareness – By SESUnit: %

Lower Middle Upper

(n=99) (n=239) (n=196)

Femina

Awareness 62.6 82.0 83.7

Ever read 46.5 68.2 74.5

Often read 10.1 25.1 27.6

Gadis

Awareness 72.7 81.6 74.5

Ever read 56.6 67.4 57.1

Often read 14.1 7.9 4.6

Kartini

Awareness 54.5 72.4 80.6

Ever read 38.4 56.5 70.4

Often read 4.0 8.8 11.2




Average Mean towards Recognized Magazine

Most respondents intend to buy [Provoke]

[Provoke] is the top brand of woman magazine which has strong intention to be bought towards recognized magazine at 2.33.

Q. Please tell us about your purchase intention next month toward this magazine? [SA] Based on n=534

Average Mean towards Recognized MagazineUnit: %

Provoke

Kawanku

GoGirl Gadis Aneka GaulMarket

plusDestina

sianGirlfrien

dGenie Kartini Intisari

Ayahbunda

Others Hai FeminaCosmo

GirlTeen

CitaCinta

Lifestyle

Average Mean 2,33 2,3 2,24 2,12 2,12 2,07 2 2 2 1,96 1,96 1,94 1,91 1,89 1,86 1,81 1,8 1,8 1,73 1,67

0,0

0,5

1,0

1,5

2,0

2,5

Average Mean towards Recognized MagazineRegarding to age groups, there is a slight difference instead of recognized

magazine

As being shown in the chart, [Go Girl] leads the brand of woman magazine which will be bought for next month which instead of

recognized magazine among the age groups.

Average Mean towards Recognized Magazine – By AgeUnit: %


0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

Under 20 years old

20 - 29 years old

30 years old and over

Average Mean towards Recognized Magazine

There is not much difference in SES groups

For Lower and Middle groups, [Provoke] reach the highest mean towards intention to buy of recognized magazine. Meanwhile,

for Upper groups, [Kawanku] get the highest mean also.

Average Mean towards Recognized Magazine – By SESUnit: %


0,0

1,0

2,0

3,0

4,0

5,0

6,0

7,0

8,0

Upper

Middle

Lower

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4. Voluntary Report Nusaresearch - Woman Magazine

News & Politics

Transcript of 4. Voluntary Report Nusaresearch - Woman Magazine