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Magazine, we must hold on to "her"

5 minute read | 方寧,尼爾森媒體研究 | December 2014

In recent years, the popularity and convenience of the Internet has greatly changed people’s daily life, and has also affected media contact behavior. Through the data of “Nielsen Media Survey” and “Internet Survey NetWatch”, it was observed that in 2010, 51% of Taiwanese people aged 12-65 went online yesterday, and the rate is still increasing year by year. In the first half of 2014, it exceeded 65%; The ratio has grown more rapidly, reaching 56% in the first half of 2014.

Compared with the boom of the Internet, the proportion of readers of print magazines paid by the print media (subscriptions, retail purchases) dropped from 15.9% in 2010 to 11.3% in the first half of 2014; non-paid channels (restaurants, coffee shops, companies and schools) , beauty salons, etc.) also decreased slightly. In 2010, the proportion of people who read magazines through non-paid channels was 34.6%, and in the first half of 2014, it was 30.5%.

Therefore, how to stabilize and increase the loyalty of print magazine readers should be the top priority. From the perspective of consumer behavior, this report tries to find out which people have a preference for print magazines and are willing to pay for them. A group of readers who take the initiative to buy make a lifestyle observation. Coupled with the development of online media in recent years, the integration of virtual and real is believed to be the next focus of media industry. Therefore, this report also attempts to explore the cross-media usage behavior of this group of paying readers, and their attention to magazines or Internet information and commodities Differences in preferences, providing reference for magazine owners and advertising agencies in the arrangement of reader management and cross-media integrated marketing activities.

Most of the readers of paid magazines are female, and the age is concentrated in 25-44 years old. They are highly educated and willing to consume groups.

First look at the demographic profile of paid magazine readers, women account for about 54% more than men. If the 15-65-year-old Taiwanese are divided into ten years old, it will be found that the 25-44-year-old people account for nearly sixty and become the most important group of paying magazines, and most of them are workers. Nearly 70% have a college degree or above, and the reader structure is also more inclined to the high-month consumer group. (This reader structure is based on the Taiwan magazine market. If you analyze it with different magazine types, the appearance of readers will be different.)

Female readers aged 25-34 are independent but care about others and feel lonely easily;
Female readers aged 35-44 are willing to accept diverse information and are smart consumers who value price
Through the analysis of this group of people through the “Nielsen Lifestyle Survey”, the relationship between them and the behavior of paid magazine reading is examined in terms of self-perception attitudes at various levels. Since differences in gender and age will inevitably lead to differences in information preferences and life values, this report will focus on a specific ethnic group “25-44-year-old women” as the observation object, and will be divided into 25-34 years old and 35-44 years old. Layers, that is, women in different life cycles, and make observations and comparisons with ordinary women of the same age. Using the INDEX value as the analysis, if the INDEX value is greater than 100, it means that readers of paid-reading magazines are more inclined to this trait than the average female of the same age.

25-34-year-old female readers: at the stage of life just entering the society, 70% of them are working women, and less than 50% of them are married. They are familiar with collecting and mastering various media and life information (financial management, medical care, technology, shopping, etc.), and product advertising is also effective for them. However, this group has a characteristic that they care more about others than women of the same age. Eyes, a desire to be the center of attention, a group of people who are likely to buy something to gain attention or show their status. Although they think they are independent, they are sometimes uncomfortable with people and things in unfamiliar environments. Therefore, how to create a sense of belonging with them and provide them with topics for chatting among relatives and friends is to communicate with this group of 25-34-year-olds. A bridge of communication for women’s magazine readers. 

Female readers aged 35-44 have three characteristics:

(1) More than 70% of them are mothers. It is inferred that when their children are still young, it is important to them how to “open source and reduce expenditure”; they pay more attention to financial information than women of the same age, and they are also a group of smart consumers For those who are looking for affordable products with good advertising, they may be attracted to them.
(2) Another characteristic of this ethnic group is that they have an open and accepting mentality. In addition to the fact that they have a significantly higher percentage of identifying with various life forms, they like to try new things, and they are more likely than women of the same age to try new things. Likes adventure and excitement, uses new products that others have not used, participates in artistic activities, and actively reads various information.
(3) Since they are a group of young women who are willing to contact new things, they are highly receptive to sharing by experts, celebrities or relatives and friends when consuming, and they are also a group of word-of-mouth communicators who are willing to share opinions and product experience.

If you want to know more about the enthusiasm of this group of loyal readers of key magazines in obtaining information, and grasp the consumption attitudes and information preferences of different ages, please click “Request Download Report” on the right column.