CosmoGIRL Survey 2009

8/3/2019 CosmoGIRL Survey 2009

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Methodology

Methodology

More than 500 completed questionnaires had returned.Sample Size

Sample Size

January 2009Survey Period

Survey Period

Methodology

A self-completed questionnaire is attached in theJanuary edition of CosmoGirl!. Those readers whoreturned the completed questionnaire is entitled to a

lucky draw.


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4/25

Readers ProfileReaders Profile

Age

13%

25%

13%

9%

40%

< 19 years old

20 to 24 years old

25 to 28 years old

29 to 32 years old

33 years old+

Marital Status

85%

1%14%

Single

Married

Others

Living Condition

70%

25%5%

Living with

parents

Living by

self

Cohabited

with friends

Gender

97%

3%

FemalesMales

Base: All respondents


5/25


Occupation

4%

8%

25%

8%

31%

10%

12%

3%

Education Level

4%

9%

46%

41%

Owners / employers

Professional

Managerial

Clerical

Secretary

Students

Others

Refused

Matriculated or below

University

Post graduate

Others



6/25


Annual Household Income

7%11%

27%

23%

32%

$1,000,000 or

above

$600,000 -

$999,999

$399,999 -

$599,999

$250,000 -

$399,999

Below $250,000

Annual Personal Income

4%5%12%17%

25%12%

26%

$500,000 or

above

$400,000 -

$499,999

$300,000 -

$399,999

$200,000 -

$299,999

$100,000 -

$199,999

Below

$100,000

No income



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8/25

Proportion of monthly spendingProportion of monthly spending

8% 10%19%

35%

22%

50%

19%

28%

27%

23%

25%

17%

22%

20%

21%

15%

16%

11%

23%

20%

15%12%

20%

13%16% 12%

10%9% 11%

7%12% 10% 8%6% 6%

2%

Fashion Skin care

products

Handbags

and shoes

Accessories Cosmetics Electronic

goods

More than 60%

46% - 60%

31% - 45%

21% - 30%

10% - 20%

Less than 10%



9/25

Products interested in while shoppingProducts interested in while shopping

26% 38%

24%

24%

10%

27%

45%

38%

38%

17%

33%

39%

Fashion

Shoes / handbag

Skin care

Fashion accessories/ watches

Cosmetics / perfume

Electronic goods

Total Below 24 years old 25 to 28 years old 29 years old +

25%

38%

45%

48%

22%

20%

22%

42%

3%

15%

34%

41%

28%

35%

21%

15%

18%

9%

47%

46%

46%

21%

42%

35%

27%

31%

28% 34%

32%

33%

31%

50%

15% 17%

30%

40%

Definite Very often

Figures denote top 2 boxes (definite / very often)



10/25

Ownership of luxury itemsOwnership of luxury items vsvs

intention of acquiring them in next 12 monthsintention of acquiring them in next 12 months

23%

15%

19%

30%

29%

31%

41%

30%

31%

32%

43%

57%

83%

89%Mobile phone

Personal computer

Jewellery

Luxury handbag

PDA

Membership offitness club

Luxury watches


25%

20%

22%

30%

31%

35%

41%

24%

31%

33%

32%

52%

83%

88%

20%

9%

16%

34%

25%

25%

51%

20%

27%

24%

56%

56%

89%

93%

24%

10%

15%

27%

27%

25%

30%

54%

35%

40%

57%

70%

75%

88%

Owned currently

Intend to acquire in next 12 monthsBase: All respondents


11/25

Types of credit cards ownedTypes of credit cards owned

12%

24%

55%

82%Visa card

Master card

American Express

No credit card


21%

16%

43%

69%

3%

21%

75%

95%

2%

47%

59%

98%



12/25

Number of credit card ownedNumber of credit card owned

TotalBelow 24years old

25 to 28years old

29 years oldor above

Number of visa card owned byvisa card owners

Classic

Gold card Platinum card

2.6

1.51.4

2.5

1.31.1

3.2

1.41.3

2.3

1.92.0

Number of master card ownedby master card owners

Classic

Gold card

Platinum card

2.1

1.4

1.2

2.0

1.3

1.1

2.4

1.3

1.2

1.9

1.5

1.4

Number of American Expresscard owned by card owners

Classic

Gold card

Platinum card

1.6

1.5

1.1

1.3

1.6

1.1

1.8

1.4

1.0

1.7

1.4

1.2

Base: Card owners of respective types of cards


13/25

Frequency of paying with credit cardsFrequency of paying with credit cards

11%20%6%

9%17%

23%

11% 11%

32%

20%

39%51%

34% 28%

46%

34%

2%2%

2%2%

Total Less than 24 years

old

25 to 28 years old 29 years old +

Almost everytime

Very often

Occasional

Seldom

Never



14/25

Ownership of department storesOwnership of department stores VIP cardVIP card


44% 44%

35%

56%

Total Less than 24years old



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16/25

Frequency of leisure activitiesFrequency of leisure activities

6%

20%11% 11%18%

28%

27%

11%

20% 26%

51%

47%

41%

17%

22%28%

24%

19%10%

69%

41% 32%

4%3%3%1%

2%

2%2%4%

Web surfing Listening

music

Reading Shopping Hanging out

with friends

Sports /

outdoor

activities

Everyday

3 to 6 times aweek

1 to 2 times a

week1 to 3 times amonth

Less often thanonce a month



17/25

Frequency of patronizing beauty servicesFrequency of patronizing beauty services

31%

53%

23%

13%

6%

36%

27%

13%

33%23% 13%

7%6%15%

1%

Beauty Parlor Yoga / fitness centre Hair salon

At least once perweek

2 to 3 times amonth

Once a month

1 to 3 time aquarter

Less often thanonce a quarter



18/25

Interest in attending reader activitiesInterest in attending reader activities

58%

60%

60%

66%

72%

75%

79%Make up class

Talks on beautytreatments

Cooking class

Talks on self-improvement

Talks on etiquette

Dancing class

Fashion show 59%

64%

59%

69%

72%

70%

74%

58%

57%

62%

62%

70%

80%

89%

57%

55%

58%

65%

73%

81%

81%




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20/25

CirculatingCirculating CosmoGirlCosmoGirl! to other people to read! to other people to read

82% 81% 82% 84%

18% 19% 18% 16% NO

Have circulatedto other people

20% 15% 19%

34%

40%38%

53% 29%

27% 32%

21%

23%

7% 9%7% 7%

6%3%8%5%

Total Less than 24

years old


5 or above

43

2

1

Number of person circulated to


Average 2.4 2.5 2.2 2.2


21/25

Average amount of time spent on readingAverage amount of time spent on reading CosmoGirlCosmoGirl! for! for

every issueevery issue

11% 8% 8%23%

64%65% 60%

66%

22% 25% 28%

10%

1%4%3%3%

Total Less than 24 years

old


5 hours or above

4 to 5 hours

1 to 3 hours

Less than onehour



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23/25

Satisfaction with respective contentSatisfaction with respective content Fashion & beautyFashion & beauty

27%

26%

26%

28%

26%

52%37%

40%

23%

20%

21%

50%

53%

60%

59%

51%

53%

58%

63%

61%


Like it very much Like it

Figures denote top 2 boxes (like it very much / like it)

28%

28%

30%

28%

27%

39%

43%

22%

21%

20% 46%

52%

58%

59%

49%

59%

54%

45%

46%

55%

27%

26%

28%

28%

58%

50%

48%

36%

24%

37%

23%

22%

20%

61%

59%

58%

58%

62%

68%

67%

31%

32%

36%

23%

18%

23%

22%

22%

23%

21%

61%

58%

59%

56%

62%

58%

59%

69%

66%

63%



24/25

Satisfaction with respective contentSatisfaction with respective content FeaturesFeatures

25%

30%

25%

28%

24%

24%

21%

21%

20%

20%

53%

54%

55%

60%

52%

58%

58%

59%

54%

60%

/


Like it very much Like it

Figures denote top 2 boxes (like it very much / like it)

29%

27%

27%

26%

55%

57%

48%

56%

52%

52%

50%

34%

37%

36%

25%

24%

24%

56%

51%

54%

19%

21%

18%

17%

15%

15%

15%

15%

14%

11%

52%

55%

55%

70%

53%

66%

67%

63%

60%

70%

28%

28%

24%

22%

19%

19%

18%

15%

17%

17%

15%

60%

52%

55%

60%

57%

58%

50%

55%

68%

54%

61%



25/25

Other commentsOther comments


92% readers are confident in the product recommended by CosmoGirl!

89% are confident in the quality of products advertised in CosmoGirl!

91% have acquired a lot of information from CosmoGirl!

81% said the advertisement in CosmoGirl! Is good for decision making

89% are willing to pay extra for better quality

97% agreed that balance is a source of happiness

Documents

CosmoGIRL Survey 2009