These questions are tacked in IPC’s Origin Panel Media Matters research which explores women’s attitudes to and relationships with different media.
Different media continue to have distinct roles in women’s lives – the internet and newspapers occupying the more practical end of the spectrum, and magazines and the radio having more emotional resonance for women.
It’s clear that the internet remains a “purposeful” medium, with women logging on with the intent to communicate with friends and family, make purchases and keep themselves informed. That said, nearly two-thirds cite “entertainment” as a reason for turning to the internet.
The internet has overtaken TV as the medium women spend most time with nine out of ten women logging on everyday, compared to 81% watching television seven days a week
Magazines remain a relaxing treat and an important “me-time” indulgence. Magazines and the internet are the two most “personal” media, two-thirds of women saying they are “aimed at people like me”.
As the recession continues to cast its shadow across the country, women are trying to save money by going out less and consequently spending more time consuming media, particularly TV and the Internet.
Also, as women are becoming more self-conscious consumers, the way that magazines are bought and enjoyed has changed. They are increasingly considering the value of every purchase and thus titles are read and absorbed more. As women cut down on their spending in other areas, magazines have become an important treat, acting as compensation for other sacrifices.
Finally, the internet is the key medium at every stage of the purchase decision-making process across a range of categories; informing consumers about products, providing them with further details and helping them make the final decision. Magazines play a key role in this process in the traditional categories of Clothing & Accessories and Toiletries & Cosmetics.
The IPC Origin Panel is a major rolling programme of research accessing a nationally representative sample of 7,500 UK women.
For more information on Media Matters please contact:
Louise Osilaja, Insight Manager 0203 148 3635 louise_Osilaja@ipcmedia.com
Amanda Wigginton, Director of Insight 0203 148 3636 firstname.lastname@example.org