PAPER POWER: Monthly glossy magazines still exert a significant influence on British women aged 16 to 40, according to a…glossy magazine. But the numbers seem to back up the claim: Glamour magazine in the U.K. polled just under 4,000 individuals, and is the first study to look into the ways women’s behavior have changed following the last four years of financial disruption and the digital revolution.
The study, entitled “21st Century Woman 2012,” found that the vast majority of women polled are still regularly buying glossy titles. Monthlies are regarded as 50 percent more influential than weekly magazines, TV, and magazine Web sites, and almost three times more powerful than free magazines and supplements.
This story first appeared in the October 29, 2012 issue of WWD. Subscribe Today.
Glossy monthlies were also found to be the most trustworthy source of information, and were considered 78 percent more inspiring than any other medium. In terms of content, 79 percent of readers are visiting magazine Web sites, with more than a fifth visiting those sites at least every other day.
Since the last time the survey was conducted in 2010, technology ownership among the women surveyed has advanced, and 42 percent would be very happy to make consumer purchases through their mobile devices. Social networking has also grown in importance: In 2010, 65 percent of those polled were using Facebook. That figure has now jumped to 91 percent. Registered YouTube users have grown from 55 percent to 88 percent, and Twitter users have leaped from 15 percent to 55 percent.