Woman & Home delivers quality consumers for advertisers

Who is the Woman & Home consumer and what are her attitudes to life, shopping, advertising and the brand itself?

IPC Southbank’s latest piece of research identifies 5 key factors that define the Woman & Home consumer highlighting why she stands out from others in a crowded marketing environment.

This latest audience research provides a valuable understanding of the Woman and Home consumer and the strength of this audience. It explores how the Woman & Home audience has a positive outlook to life and this is reflected well in her attitude towards her personal appearance, shopping habits for premium products and interaction with magazine advertising.

Insight from the Woman & Home research shows that the brand delivers quality consumers, highlighting how she:

1. Has a positive outlook on life…
- 52% embrace life and just get on with it – whatever is thrown at them!
- Their positive outlook on life increases with age.

2. Invests time and money in her appearance…
- It’s very important to them that they look good – for both themselves and others.
- Subsequently she invests significant time and money in her personal appearance.

3. Is a premium shopper…
- Woman & Home consumers agree that premium products are worth the extra investment and they are much more likely to purchase quality, branded and premium products than the average woman.

4. Is an influencer…
- She is much more likely to discuss advertising and products she’s seen advertised with friends than the average woman.

5. Open to magazine advertising…
- Magazine advertising has a big influence on her purchase decision-making, as a third have bought a product/service in store as a result of seeing advertising in a magazine.
- Almost half enjoy seeing advertising in Woman & Home and are more likely to try a brand if they’ve seen it featured in the magazine.