Image-conscious Aussies are avid trendsetters who like to stand out from the crowd, try to look stylish at all times and wear designer labels to improve their image. According to the emma CMV survey for the period April 2017 – March 2018, over 3.7 million Australians aged 14+ identify as being image-conscious.
Image-conscious Aussies are a force to be reckoned with. They are a powerful consumer segment that can be beneficial allies for brands if they understand what makes these influencers tick and what they can do to form lasting connections with them. The number of consumers in this group has grown by 3.5% in the last year and their circle of influence is only set to widen as they focus on building a strong personal brand with communities of like-minded people.
When image-conscious Australians are seeking inspiration or looking for the next big thing, print media plays an important role in helping them discover the latest trends – be it in fashion, beauty, technology or food.
Tapping into a market of big spenders
Image-conscious Aussies like the finer things in life and are willing to pay extra for products that are consistent with the image they want to convey. Most importantly, these consumers have the financial ability to indulge in this lifestyle – making them a highly lucrative group for advertisers
Image-conscious Aussies are over twice as likely to describe themselves as affluent. Over one in four are employed in white-collar professions and they are 14% more likely to have a household income of over $120,000 per annum. This is even higher among the Millennial segment of this group: over one in three are employed in white-collar professions and they are 53% more likely to have household incomes of over $120,000 per annum.
The power of print media
This group of consumers is highly engaged with print media, with over 80% saying they read newspapers and magazines either in print or digitally. They are 48% more likely to give advice or make recommendations to family and friends about clothing, shoes and accessories; and 69% more likely to make recommendations about beauty products.
A quarter of image-conscious Aussies have read a digital magazine. This makes them a bull’s eye target audience for new product launches as readers of digital formats are over twice as likely to be early adopters of new fashion and technology compared to the average Australian.
By definition, appearance is the focal point of an image-conscious Aussie’s life. They try to keep up with the latest fashions and make-up is an essential part of their daily routine. When it comes to beauty products, image-conscious Aussies are more open to experimenting with different products and brands and this is more pronounced within the Gen Z and Millennials age groups.
Image-conscious Aussies are 35% more likely to find magazines to be influential in making purchase decisions and almost one in three say the Internet is a useful source when purchasing beauty products.
For inspiration on food, image-conscious Australians are 55% more likely than the average consumer to read magazines and newspapers and 40% more likely to go to websites to get inspiration for their meals. They are also 25% more likely to make recommendations about new food items to friends and family.
Image-conscious Aussies are also receptive to advertising, particularly when it involves celebrities. Two in five admit they are interested in hearing about celebrities and they are over twice as likely to consider products or brands endorsed by celebrities.
This group also spend a lot of their time on social media which works as a vehicle for them to be vocal about their opinions. They are twice as likely to post comments and reviews online compared to the average Aussie. They are also more likely to talk about what they read on the Internet and almost four in 10 say they talk about what they read in the magazines.
Image-conscious Aussies are a group to pay close attention to. Their powerful influence within their social circles make them important allies for brands who wish to build strong equity and trust.