Wellbeing Readers Survey
Universal 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
Introduction
Methodology
The Sample
3
6
7
8
The Main Report
Section 1: Health and Exercise – Wellbeing in General
Frequency of Exercising
Usage of Dietary Supplements
Quarterly Spend on Dietary Supplements
Quarterly Spend on Skin Care Products
Factors Considered When Purchasing Dietary Supplements and Skin Care Products
Incidence of Having Private Health Insurance
Intended Behaviours in Next Six Months
Intended Travel in Next 12 Months
Types of Holiday Considering in Next 12 Months
9
10
11
12
13
14
15
16
17
18
19
Section 2: Wellbeing Magazine and Other Publications
Comparison of Wellbeing Readers with the Population as a Whole
Number of Readers of Individual Copy of Magazine
Effects of Advertising
Frequency of Visiting Wellbeing Website
Other Natural Health Publications Bought or Subscribed to
20
21
22
23
24
25
Appendix: The Questionnaire
26
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
%
Male
2
49
Female
98
51
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
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
17
26
46
27
Gender:
Age:
Location:
Household Income:
Under $30,000
$30,000 to $60,000
$60,001 to $90,000
15
15
Over $90,000
12
20
Refused
10
11
Total
100
100
2
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
Wellbeing Readers Survey - 15493
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An Overview of the Results (cont)
Other Demographic Aspects of Readers
FREQUENCY OF EXERCISING
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.
7%
Every day
4 to 6 times a week
44%
1 to 3 times a week
44%
2%
At least once a fortnight
*
Less often/never
2%
Base: All (41)
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).
USAGE OF DIETARY SUPPLEMENTS
Use regularly, 76%
Expenditure on dietary supplements averages out at $160 per quarter for
every reader, with a mean spend per reader of $135 per quarter on skincare products.
Use o ccasio nally,
17%
When asked which factors they consider when making a purchase of
dietary supplements or skin-care products two reasons stand out…
Never use, 7%
natural ingredients (cited by 80%); and
not tested on animals (68%).
Base: All (41)
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An Overview of the Results (cont)
The chart below highlights readers’ wellbeing-related behaviours...
Why Advertise in Wellbeing
INTENDED BEHAVIOURS IN NEXT SIX MONTHS
83%
Drink health tea
Use a massage (any type)
78%
78%
Buy organic food product
73%
Listen to an inspirational CD
Go to yoga class
71%
63%
Buy a health book
Listen to a world music CD
61%
54%
Buy natural hair care product
54%
Use a naturopath
Go to a personal course/seminar
49%
39%
Use a health retreat/spa
37%
Use a beauty therapist
32%
Go to a meditation retreat
24%
Use energy vibration healing
Buy organic wine
22%
Use a herbalist
22%
22%
Use a psychologist/counsellor
20%
Use a personal/spiritual developer
Buy a juicer
17%
Use a chiropractor
17%
Use an osteopath
17%
Use an aromatherapist
10%
Use a holistic dentist
10%
Buy an ioniser
Other therapies
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.
17%
Buy a water filter
Use a life coach
One quarter of Wellbeing readers (27%) regularly enquire about products
or services advertised in the magazine with 85% doing so at least
occasionally.
5%
2%
15%
Base: All (41)
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.
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.
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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.
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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 17 th 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.
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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
Female
Age:
18 to 24
25 to 34
35 to 44
45 to 54
55 to 64
65 or over
Location:
NSW/ACT
Victoria
Queensland
South Australia
West Australia
Tasmania
Northern Territory
Household Income:
Under $30,000
$30,000 to $60,000
$60,001 to $90,000
Over $90,000
Refused
Work in Health Industry
Yes
No
Total
SAMPLE
#
%
1
40
2
98
0
9
13
10
9
0
0
22
32
24
22
0
15
12
6
2
4
1
1
37
29
15
5
10
2
2
7
19
6
5
4
17
46
15
12
10
12
29
41
29
71
100
#
Primary Household Shopper For Daily Supplements ie. Vitamins
Yes
41
No
0
Highest Level of Education Attained:
High school or lower
7
TAFE/Apprenticeship/Specialist College
20
University degree/post-graduate study
14
Household Type:
Young single/couple (i.e. no kids in the
household
10
Young family (i.e. youngest kid in the
household aged under 11)
6
Older family (i.e. youngest kid in the
household aged 11 or over)
7
Older single/couple (i.e. no kids in the
household)
18
Household Income:
Upper white collar
3
Lower white collar
27
Upper blue collar
0
Lower blue collar
4
Working, but refused to state position
0
Retired
2
Unemployed
1
Home duties
3
Student
0
Refused
1
Total
41
Wellbeing Readers Survey - 15493
July 2007
%
100
0
17
49
34
24
15
17
44
7
66
0
10
0
5
2
7
0
2
100
‹#›
The Main Report
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Section 1: Health and Exercise – Wellbeing in General
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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.
FREQUENCY OF EXERCISING
Every day
7%
4 to 6 times a week
44%
1 to 3 times a week
44%
At least once a fortnight
2%
Less often/never
2%
Base: All (41)
Q.
How often do you exercise?
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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
Use regularly, 76%
Use o ccasio nally,
17%
Never use, 7%
Base: All (41)
Q.
Do you use dietary supplements such as vitamins, minerals etc?
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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.
QUARTERLY SPEND ON DIETARY SUPPLEMENTS
Nothing, I don’t buy vitamins,
minerals, etc.
7%
32%
Less than $100 per quarter
51%
$100 to $300 per quarter
7%
$301 to $500 per quarter
More than $500 per quarter
2%
Mean = c. $160 per
reader
Base: All (41)
Q.
Approximately how much do you spend per quarter on dietary supplements such
as vitamins, minerals etc?
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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.
QUARTERLY SPEND ON SKIN CARE PRODUCTS
Nothing, I don’t buy moisturiser,
toner, cleanser, etc.
10%
One in ten readers (10%) spend between $300 and $500 on skin-care products .
44%
Less than $100 per quarter
37%
$100 to $300 per quarter
$301 to $500 per quarter
10%
Mean = c. $135 per
reader
Base: All (41)
Q.
And, approximately, how much do you spend per quarter on skin-care products
such as moisturiser, toner, cleanser etc?
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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
FACTORS CONSIDERED WHEN PURCHASING DIETARY SUPPLEMENTS AND
SKIN CARE PRODUCTS
80%
Natural ingredients
68%
Not tested on animals
Quality of ingredients
59%
Organic ingredients
59%
54%
Price
51%
Non-genetically modified ingredients
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
Recommendations from Wellbeing
magazine
Exclusion of colourings, flavours and
preservatives
51%
46%
44%
Reputation of the brand
Recommendations from friends,
family, etc.
Low fat e.g. “lite” products
Other
32%
12%
20%
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.
Base: All (41)
Q.
Which of the following factors do you consider when making a purchase of
dietary supplements and/or skin-care products?
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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
Have private
health insurance,
71%
Do n't have, but
co nsidering it, 7%
Do n't have, and
no t co nsidering it,
22%
Base: All (41)
Q.
Do you have private health insurance?
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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.
INTENDED BEHAVIOURS IN NEXT SIX MONTHS
83%
Drink health tea
Use a massage (any type)
78%
78%
Buy organic food product
73%
Listen to an inspirational CD
Go to yoga class
71%
63%
Buy a health book
Listen to a world music CD
61%
54%
Buy natural hair care product
54%
Use a naturopath
Go to a personal course/seminar
49%
39%
Use a health retreat/spa
37%
Use a beauty therapist
32%
Go to a meditation retreat
24%
Use energy vibration healing
Buy organic wine
22%
Use a herbalist
22%
22%
Use a psychologist/counsellor
20%
Use a personal/spiritual developer
Buy a juicer
17%
Use a chiropractor
17%
Use an osteopath
17%
17%
Buy a water filter
10%
Use an aromatherapist
10%
Use a holistic dentist
Use a life coach
Buy an ioniser
Other therapies
5%
2%
15%
Base: All (41)
Q.
Which of the following are you likely to do in the next 12 months?
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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.
INTENDED AIR TRAVEL IN NEXT 12 MONTHS
63%
Domestic air travel
One quarter (24%) plan to take both domestic and international flights in the next
year or so.
International air travel
Both
Neither
29%
24%
32%
Base: All (41)
Q.
In the next 12 months are you planning any…?
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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%).
TYPES OF HOLIDAY CONSIDERING IN NEXT 12 MONTHS
Health retreat
63%
Beach holiday
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.
51%
15%
Camping
Snow holiday
10%
Wilderness retreat
10%
7%
Food and wine tourism
Farm holiday
5%
29%
Other
None
2%
Base: All (41)
Q.
What types of holiday are you considering over the next 12 months?
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‹#›
Section 2: Wellbeing Magazine
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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
%
Male
2
49
Female
98
51
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
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
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
Gender:
Age:
Location:
Household Income:
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
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‹#›
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.
NUMBER OF READERS OF INDIVIDUAL COPY OF MAGAZINE
20%
No one else
One other person
27%
24%
2 to 3 other people
3 other people
4 other people
12%
2%
5-7 other people 0%
More than 7 other
people
Mean = c. 3.5 readers
per copy sold
15%
Base: All (41)
Q.
How many people other than yourself do you think read this copy of Wellbeing
magazine?
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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.
FREQUENCY OF ENQUIRING ABOUT PRODUCTS AND SERVICES ADVERTISED
IN WELLBEING
So metimes, 59%
Every reader who hasn’t enquired about products or services advertised before
intends doing so in the future.
Regularly, 27%
Never, but likely to
do so in the future,
15%
Base: All (41)
Q.
How often do you enquire about any of the products or services advertised in
Wellbeing magazine?
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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.
FREQUENCY OF VISITING WELLBEING WEBSITE
Regularly
5%
20%
Occasionally
Visited once
12%
Never – but likely to do so
in the future
Never – and unlikely to do
so in the future
44%
20%
Base: All (41)
Q.
Do you visit the www.wellbeing.com.au website…?
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‹#›
Other Natural Health Publications Bought or Subscribed to
One in two Wellbeing readers (51%) buy or subscribe to other natural health
publications.
OTHER NATURAL HEALTH PUBLICATIONS
BOUGHT OR SUBSCRIBED TO
41%
Nature & Health
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.
22%
Good Medicine
Australian Natural
Health
GMag
10%
5%
Vital
2%
Men's Health
2%
Health Smart
2%
None
49%
Base: All (41)
Q.
What other natural health publications, if any, do you buy or subscribe to?
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‹#›
Appendix: The Questionnaire
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‹#›