Primary Research Analysis

By

Aakrati Rampal

Hashmeet Kaur

Jhanvi Dang

Shivani Sisodia

Sauumye Chauhan

A Study on the

Growth & Popularity of

Entertainment & Fashion Websites

1

Introduction

Everyone loves hearing the latest news about their favorite (or most hated) celebrities, but

entertainment is more than just celebrity gossip.

Could you manage without watching TV after a long day at the office? Without clearing your

mind reading a good magazine, meeting your friends to see the Monday night Football match

together, going to the movies for a double header once in a while, or even reading your favorite

celebrity gossip and fails on the internet?

Entertainment is a broad concept that embodies tons of different things that entertains us.

We all need our daily dose of entertainment so that our life will not be so boring! We need a

celeb to idolize, an athlete to admire, and basically everything that is extraordinary to make our

life more interesting.

There is a growing need to know what brand our favorite celebrity is wearing, what is their style

etc. The entertainment & fashion websites prove to be the best source to know all about the

mentioned topics. They act as a medium for hourly updates on life of your favorite celebrities.

Objectives

1) To study the popularity of these websites amongst various groups especially the youth

2) To study their impact on the modern day consumer

Survey Analysis

In order to get the answers to the above objectives, a survey was conducted. In the survey

conducted, out of 50 respondents, 40% of the respondents were male and 60% were Females.

Also majority of the respondents lie under the age group of 18-25 years.

60%

25%

15%

18-25

16-35

35 and above

2

Internet Exposure

In order to understand the popularity & effect of fashion websites, it was very important to

understand the exposure to internet in general. From the survey we could see that 38.10% of the

respondents spend an average of 5-10 hours per week on the internet while 33.33% of the

respondents spend more than 15 hours per week on the internet.

Thus, it would be suitable to conclude that majority of the respondents spend monumental time

on the internet and hence might be exposed to various internet mediums and platforms.

Updating Fashion Knowledge

When inquired about how they keep themselves up to date with latest fashion knowledge,

52.38% of the respondents did so through the medium of E-News followed by blogs at 23.81%.

9.52%

38.10%

19.05%

33.33%

2-5 hours 5-10 hours 10-15 hours 15+ hours

TV News Newspaper E-News Magazines Blogs

0%

9.52%

52.38%

14.29%

23.81%

3

1 2 3 4 5 6

TV News 16.67 16.67 11.11 22.22 33.33 0

Newspaper 15.79 26.32 10.53 21.05 26.32 0

E-News 26.32 15.79 5.26 10.53 26.32 15.79

Magazines 5.26 26.32 31.58 10.53 10.53 1.79

Blogs 5.56 33.33 0 16.67 38.89 5.56

Others 18.75 18.75 12.50 6.25 6.25 37.50

From the above data we can conclude that people rely on internet and the platforms that it

provides like websites & blogs so as to update their fashion knowledge.

Blog Awareness

The respondents were asked if they followed any blogs or were a part of any blog, to which

around 60% of the respondents replied yes.

Further the respondents were asked to name a few of fashion websites and blogs that they

followed. The most popular were Vogue.com. Style.com, MissMalini, IMBB & Pintrest.

Blog Purpose

When asked about why they follow blogs, 65% of the respondents referred to blogs to gain

knowledge on a particular topic followed by shopping at 25%.

Yes 60%

No 40%

4

Blog’s Attraction

In order to understand the popularity of the blogs, the respondents were asked which factors

attracted them to the blog. For 70% of the respondents it was content of the blog while for 30%

of them it was the look & feel of the blog.

Knowldege Discussion OnA Topic

Shopping Business

65%

10%

25%

0%

Content Look & Feel Loyalty

70%

30%

0%

5

Blog’s Utility

When asked if they found the blog and services provided were useful for them, 94.74% found

them useful while 5.26% did not find them useful.

Blog Influence

The respondents were asked how have blogs helped and influenced them in the past.

For 13% of the respondents, blogs have influenced their professional life. 21.7% of respondents

use blogs for their personal use. Whereas 4.34% of respondents use blogs for their personal as

well as professional life. Majority of the respondents refer to blogs for shopping and to gain

fashion knowledge. The share was 21.7% of the respondents for both the categories.

No 5%

Yes 95%

6

Problems with Blogs

The respondents were asked if they had recently faced any problems with blogs to which 95%

replied that they had not faced any problems related to blogs.

13%

21.70%

4.34%

21.70% 21.70%

17.39%

Professional Personal Both Shopping Knowledge None

Yes 5%

No 95%

7

Questionnaire

1. How much time do you spend surfing the internet in a week?

2­5 hours

5­10 hours

10­15 hours

15 and above hours

2. How do you update your fashion/entertainment knowledge?

TV News

Newspaper

E-News

Magazines

Blogs

Any Other

3. Of the above mentioned options of update, please rate the following in terms of usage

TV News

Newspaper

E-News

Magazines

Blogs

Any Other

4. Do you blog or follow any blogs? 4

a. Yes

b. No

5. Which blogs and websites do you follow? Name a few

________________________________________________________________________

________________________________________________________________________

6. What attracts you to return to a blog?

Content

Look & Feel

Loyalty

7. For what purpose do you specifically use blogs?

Knowledge /Follow

Discussion on an issue

Buying/Shopping

Business/Popularity

Any Other

8

8. Do you find such services useful?

Yes

No

9. Please, comment how in the recent past it has influenced your personal or professional

life?

________________________________________________________________________

________________________________________________________________________

10. Did you face any problems related to blogs on any issues?

Yes

No

Name: _______________________________________________________

Age: ____

Gender: __________