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Friday, 23. September 2011
Bauer Media KG presents new TrendMonitor Female Lifestyle 2011
What interests lifestyle-orientated women between 20 and 39 years of age? Which trends are important to them? The Bauer Media KG publishes their findings on this highly attractive target group in its current TrendMonitor Female Lifestyle 2011.
What interests lifestyle-orientated women between 20 and 39 years of age? Which trends are important to them? The Bauer Media KG publishes their findings on this highly attractive target group in its current TrendMonitor Female Lifestyle 2011. For this new study, 601 women aged 20 to 39 who read at least one magazine in the people or young monthly women segment were surveyed online.
Clear fact: magazines are important sources of information and inspiration. Magazines are the first resource for orientation when it comes to the newest fashion and styling trends. Sixty-five per cent of the readers surveyed stated that they use magazines to learn about the newest trends. Forty-two per cent get inspiration from reports and ads in magazines and then look for those products on the Internet – at 54 per cent, it’s the second most important source of information on new trends. After retail shops, this is where the most money is spent: more than ¼ of all those surveyed have bought the most expensive fashion articles online in the last six months. Shoes are one of women’s objects of desire. Particularly products in the areas of fashion, entertainment and travel are more frequently purchased online than 2 years ago.
Though there are numerous advantages of online shopping, the disadvantages are seen in the impossibility of touching the product or directly appraising its quality, and in the question of data security and payment options. Eighty per cent of those surveyed have cancelled an order at least once. The most common reason is that the desired payment option was not available (57 per cent).
Andreas Fuhlisch, CEO of Bauer Media KG: “Print is and remains the main medium for trends in the area of styling and fashion. The same applies for continuous brand building in this segment. With our magazines and their editorial areas, we always offer new opportunities to showcase products. Our newest advertising tool, ad+view, supplements this and creates a unique link to the Internet.”
Dr Adrian Weser, Head of Marketing, Research, Services at Bauer Media KG: “Our TrendMonitor Female Lifestyle 2011 once again delivers new insights into how the female target group thinks and what interests them. For advertisers and product providers, one thing is clear: print advertising and the option of online shopping are an ideal combination for addressing the precise needs and interests of the target group.”
The findings of the TrendMonitor Female Lifestyle 2011 are available for download at www.bauermedia.de. For additional information, please contact Norbert Wysokowski, Consultant for Lifestyle & Advertising Sales Manager for Maxi, at norbert.wysokowski@bauermedia.com or 040-3019-3151.
Bauer Media Group
Communications and Media Relations
Anja Hermann
Phone: +49-40-3019-1034
anja.hermann@bauermedia.com