RETAIL – AUDIENCE | News Women's Network

Beyond price, Trustworthiness of the Retailer is also important to her. Immediacy drives her in-store, while convenience drives her online. She is a decision maker, solely or jointly responsible for key household purchases. Media helps her navigate her shopping experience and feel confident about her decisions.

ALL WOMEN

AUDIENCE

UNDER/OVER 35

She Enjoys Shopping

(% Agree)

I get excited about sales events

WHIMN Women’s Network Audience 56%
Kidspot.com.au Audience 54%
whimn.com.au Audience 63%
body+soul.com.au Audience 59%
Body+Soul Print + Digital Audience 57%

I find shopping a pleasure, not a chore

WHIMN Women’s Network Audience 50%
Kidspot.com.au Audience 44%
whimn.com.au Audience 54%
body+soul.com.au Audience 54%
Body+Soul Print + Digital Audience 53%

I feel guilty taking the time to shop or spend money on myself

WHIMN Women’s Network Audience 34%
Kidspot.com.au Audience 41%
whimn.com.au Audience 39%
body+soul.com.au Audience 33%
Body+Soul Print + Digital Audience 31%

Shopping is a social occasion for me – something I like to do, share, talk about with my friends

WHIMN Women’s Network Audience 33%
Kidspot.com.au Audience 29%
whimn.com.au Audience 32%
body+soul.com.au Audience 35%
Body+Soul Print + Digital Audience 36%

Her Shopping Approach

(% Agree)

Practical Bargain Hunter - I am conscious of value as long as it's on my terms.

WHIMN Women's Network Audience 49%
Kidspot.com.au Audience 47%
whimn.com.au Audience 55%
body+soul.com.au Audience 52%
Body+Soul Print + Digital Audience 52%

Thrifty Shopper - I’m always looking for the best price, and I’m willing to wait or travel to get a deal.

WHIMN Women's Network Audience 42%
Kidspot.com.au Audience 44%
whimn.com.au Audience 36%
body+soul.com.au Audience 38%
Body+Soul Print + Digital Audience 40%

Quality Seeker - I value quality above everything else and will pay top dollar to get it.

WHIMN Women's Network Audience 6%
Kidspot.com.au Audience 5%
whimn.com.au Audience 5%
body+soul.com.au Audience 6%
Body+Soul Print + Digital Audience 5%

Carefree Spender - I don't often think of price, I buy what I like.

WHIMN Women's Network Audience 3%
Kidspot.com.au Audience 3%
whimn.com.au Audience 4%
body+soul.com.au Audience 3%
Body+Soul Print + Digital Audience 3%

She is somewhat of a Conscious Consumer

(% Agree)

I will shop with whichever retailer has the best deal

WHIMN Women's Network Audience 76%
Kidspot.com.au Audience 74%
whimn.com.au Audience 76%
body+soul.com.au Audience 75%
Body+Soul Print + Digital Audience 75%

It's important to me to shop with Australian retailers

WHIMN Women's Network Audience 66%
Kidspot.com.au Audience 65%
whimn.com.au Audience 62%
body+soul.com.au Audience 67%
Body+Soul Print + Digital Audience 68%

I prefer retailers who share my values

WHIMN Women's Network Audience 57%
Kidspot.com.au Audience 54%
whimn.com.au Audience 55%
body+soul.com.au Audience 61%
Body+Soul Print + Digital Audience 60%

I shop with retailers who give back to the community over others

WHIMN Women's Network Audience 54%
Kidspot.com.au Audience 55%
whimn.com.au Audience 46%
body+soul.com.au Audience 54%
Body+Soul Print + Digital Audience 55%

I shop with environmentally friendly retailers over others

WHIMN Women's Network Audience 40%
Kidspot.com.au Audience 36%
whimn.com.au Audience 42%
body+soul.com.au Audience 43%
Body+Soul Print + Digital Audience 42%

I am loyal to specific retailers, regardless of price or convenience

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 31%
whimn.com.au Audience 33%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 34%

How She Chooses Who to Shop With - What is Important to Her

(% Agree)

Pricing

WHIMN Women's Network Audience 95%
Kidspot.com.au Audience 96%
whimn.com.au Audience 93%
body+soul.com.au Audience 97%
Body+Soul Print + Digital Audience 94%

Trustworthiness of the Retailer

WHIMN Women's Network Audience 91%
Kidspot.com.au Audience 91%
whimn.com.au Audience 88%
body+soul.com.au Audience 92%
Body+Soul Print + Digital Audience 91%

Convenience

WHIMN Women's Network Audience 90%
Kidspot.com.au Audience 91%
whimn.com.au Audience 90%
body+soul.com.au Audience 89%
Body+Soul Print + Digital Audience 89%

Reputation of retailer

WHIMN Women's Network Audience 86%
Kidspot.com.au Audience 85%
whimn.com.au Audience 87%
body+soul.com.au Audience 87%
Body+Soul Print + Digital Audience 87%

Delivery speed & cost

WHIMN Women's Network Audience 81%
Kidspot.com.au Audience 82%
whimn.com.au Audience 87%
body+soul.com.au Audience 84%
Body+Soul Print + Digital Audience 81%

Variety of products or brands

WHIMN Women's Network Audience 79%
Kidspot.com.au Audience 79%
whimn.com.au Audience 82%
body+soul.com.au Audience 78%
Body+Soul Print + Digital Audience 78%

Returns policy

WHIMN Women's Network Audience 77%
Kidspot.com.au Audience 75%
whimn.com.au Audience 74%
body+soul.com.au Audience 75%
Body+Soul Print + Digital Audience 77%

Sales events

WHIMN Women's Network Audience 73%
Kidspot.com.au Audience 71%
whimn.com.au Audience 74%
body+soul.com.au Audience 74%
Body+Soul Print + Digital Audience 74%

Recommendations from family and friends

WHIMN Women's Network Audience 49%
Kidspot.com.au Audience 47%
whimn.com.au Audience 52%
body+soul.com.au Audience 50%
Body+Soul Print + Digital Audience 49%

One stop shop

WHIMN Women's Network Audience 42%
Kidspot.com.au Audience 47%
whimn.com.au Audience 36%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 41%

Multiple or flexible payment options

WHIMN Women's Network Audience 42%
Kidspot.com.au Audience 44%
whimn.com.au Audience 44%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 42%

Giveaways, competitions

WHIMN Women's Network Audience 39%
Kidspot.com.au Audience 39%
whimn.com.au Audience 31%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 39%

Rewards points

WHIMN Women's Network Audience 39%
Kidspot.com.au Audience 38%
whimn.com.au Audience 31%
body+soul.com.au Audience 39%
Body+Soul Print + Digital Audience 39%

Expert or specialist advice

WHIMN Women's Network Audience 35%
Kidspot.com.au Audience 32%
whimn.com.au Audience 28%
body+soul.com.au Audience 34%
Body+Soul Print + Digital Audience 36%

Specialty store

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 30%
whimn.com.au Audience 27%
body+soul.com.au Audience 33%
Body+Soul Print + Digital Audience 34%

Exclusive brand deals

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 31%
whimn.com.au Audience 33%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 36%

Retailer live events

WHIMN Women's Network Audience 11%
Kidspot.com.au Audience 12%
whimn.com.au Audience 5%
body+soul.com.au Audience 11%
Body+Soul Print + Digital Audience 11%

Influences Beyond Price

(% Agree)

Reviews help me decide where to shop

WHIMN Women's Network Audience 70%
Kidspot.com.au Audience 69%
whimn.com.au Audience 75%
body+soul.com.au Audience 74%
Body+Soul Print + Digital Audience 70%

Reviews & Recommendations help me feel more confident about my shopping decisions

WHIMN Women's Network Audience 64%
Kidspot.com.au Audience 61%
whimn.com.au Audience 62%
body+soul.com.au Audience 65%
Body+Soul Print + Digital Audience 65%

Recommendations from family & friends are important when it comes to deciding which retailer to shop with

WHIMN Women's Network Audience 49%
Kidspot.com.au Audience 47%
whimn.com.au Audience 52%
body+soul.com.au Audience 50%
Body+Soul Print + Digital Audience 49%

Articles influence my opinion of retailers

WHIMN Women's Network Audience 47%
Kidspot.com.au Audience 43%
whimn.com.au Audience 56%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 51%

SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019

Sample size: 1,146

WHIMN Is A Trusted, Helpful Source of Information, Influencing Actions

Engaging today's always-on, informed consumers…[they] are beginning brand & retailer interaction long before they have a specific purchase in mind… constantly connected consumers are also looking beyond brand interactions to learn about new products.

The WHIMN Connection

(% Agree)

WHIMN is a helpful source of information

%

WHIMN is a brand I love

%

WHIMN is a brand I trust

%

WHIMN influences actions

%

WHIMN influences opinions

%

WHIMN is a brand I spend a lot of time with

%

Most Shop Both In-Store and Online

(% Agree)

In-store only

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 16%
whimn.com.au Audience 9%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 15%

Online only

WHIMN Women's Network Audience 5%
Kidspot.com.au Audience 4%
whimn.com.au Audience 5%
body+soul.com.au Audience 4%
Body+Soul Print + Digital Audience 4%

Both in-store and online

WHIMN Women's Network Audience 79%
Kidspot.com.au Audience 80%
whimn.com.au Audience 87%
body+soul.com.au Audience 83%
Body+Soul Print + Digital Audience 81%

She Shops Armed with Information

(% Agree)

I often do price comparisons online while I shop in-store

WHIMN Women's Network Audience 67%
Kidspot.com.au Audience 70%
whimn.com.au Audience 74%
body+soul.com.au Audience 71%
Body+Soul Print + Digital Audience 65%

I tend to research online then buy in-store

WHIMN Women's Network Audience 56%
Kidspot.com.au Audience 56%
whimn.com.au Audience 56%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 54%

Reviews influence how I shop

WHIMN Women's Network Audience 60%
Kidspot.com.au Audience 61%
whimn.com.au Audience 60%
body+soul.com.au Audience 62%
Body+Soul Print + Digital Audience 59%

Immediacy Drives Her In-Store rather than Online

(% Agree)

To touch/see/feel product/s

WHIMN Women's Network Audience 75%
Kidspot.com.au Audience 72%
whimn.com.au Audience 79%
body+soul.com.au Audience 78%
Body+Soul Print + Digital Audience 76%

So I can have the product immediately

WHIMN Women's Network Audience 73%
Kidspot.com.au Audience 74%
whimn.com.au Audience 76%
body+soul.com.au Audience 76%
Body+Soul Print + Digital Audience 73%

Ease of shopping at one place

WHIMN Women's Network Audience 69%
Kidspot.com.au Audience 68%
whimn.com.au Audience 70%
body+soul.com.au Audience 72%
Body+Soul Print + Digital Audience 70%

Shopping for more expensive products

WHIMN Women's Network Audience 59%
Kidspot.com.au Audience 58%
whimn.com.au Audience 65%
body+soul.com.au Audience 59%
Body+Soul Print + Digital Audience 59%

Personal customer service

WHIMN Women's Network Audience 51%
Kidspot.com.au Audience 47%
whimn.com.au Audience 40%
body+soul.com.au Audience 50%
Body+Soul Print + Digital Audience 54%

In-store only sales

WHIMN Women's Network Audience 53%
Kidspot.com.au Audience 51%
whimn.com.au Audience 51%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 53%

In-store atmosphere & experience

WHIMN Women's Network Audience 55%
Kidspot.com.au Audience 52%
whimn.com.au Audience 47%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 56%

Recommendations from family or friends

WHIMN Women's Network Audience 45%
Kidspot.com.au Audience 45%
whimn.com.au Audience 46%
body+soul.com.au Audience 48%
Body+Soul Print + Digital Audience 44%

Shopping for cheaper products

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 39%
whimn.com.au Audience 35%
body+soul.com.au Audience 40%
Body+Soul Print + Digital Audience 37%

In-store only exclusive brand/product deals

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 36%
whimn.com.au Audience 35%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 40%

Face-to-face expert advice

WHIMN Women's Network Audience 37%
Kidspot.com.au Audience 33%
whimn.com.au Audience 29%
body+soul.com.au Audience 39%
Body+Soul Print + Digital Audience 38%

In-store live events

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 14%
whimn.com.au Audience 9%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 14%

Convenience Drives Her Online rather than In-Store

(% Agree)

Convenience, shopping where and when I want 24/7

WHIMN Women's Network Audience 78%
Kidspot.com.au Audience 79%
whimn.com.au Audience 88%
body+soul.com.au Audience 79%
Body+Soul Print + Digital Audience 77%

To save time

WHIMN Women's Network Audience 71%
Kidspot.com.au Audience 76%
whimn.com.au Audience 80%
body+soul.com.au Audience 74%
Body+Soul Print + Digital Audience 70%

Ease of retailer/product comparison

WHIMN Women's Network Audience 72%
Kidspot.com.au Audience 71%
whimn.com.au Audience 75%
body+soul.com.au Audience 74%
Body+Soul Print + Digital Audience 73%

To avoid queues & crowds

WHIMN Women's Network Audience 70%
Kidspot.com.au Audience 74%
whimn.com.au Audience 77%
body+soul.com.au Audience 73%
Body+Soul Print + Digital Audience 70%

Access to greater range of brands/products

WHIMN Women's Network Audience 64%
Kidspot.com.au Audience 63%
whimn.com.au Audience 73%
body+soul.com.au Audience 68%
Body+Soul Print + Digital Audience 66%

To avoid pushy sales staff in-store

WHIMN Women's Network Audience 55%
Kidspot.com.au Audience 55%
whimn.com.au Audience 56%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 53%

Online-only sales

WHIMN Women's Network Audience 56%
Kidspot.com.au Audience 54%
whimn.com.au Audience 61%
body+soul.com.au Audience 60%
Body+Soul Print + Digital Audience 58%

Online-only exclusive brand/product deals

WHIMN Women's Network Audience 55%
Kidspot.com.au Audience 53%
whimn.com.au Audience 59%
body+soul.com.au Audience 58%
Body+Soul Print + Digital Audience 57%

Shopping for cheaper products

WHIMN Women's Network Audience 42%
Kidspot.com.au Audience 44%
whimn.com.au Audience 43%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 43%

Recommendations from family/friends

WHIMN Women's Network Audience 44%
Kidspot.com.au Audience 44%
whimn.com.au Audience 48%
body+soul.com.au Audience 47%
Body+Soul Print + Digital Audience 44%

Shopping for more expensive products

WHIMN Women's Network Audience 39%
Kidspot.com.au Audience 39%
whimn.com.au Audience 37%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 37%

Increase Her Online Shopping By -

(% Agree)

Encouraging Her Habits

Online ads/articles with a click-to-buy options influence me to shop online instead of in-store

WHIMN Women's Network Audience 29%
Kidspot.com.au Audience 27%
whimn.com.au Audience 27%
body+soul.com.au Audience 33%
Body+Soul Print + Digital Audience 31%

Online ads/articles with a click-through to retailer websites influence me to shop online instead of in-store

WHIMN Women's Network Audience 24%
Kidspot.com.au Audience 23%
whimn.com.au Audience 26%
body+soul.com.au Audience 29%
Body+Soul Print + Digital Audience 26%

Appealing to Her Bargain Mindset

I’m more likely to take advantage of deals/vouchers/promotional codes online rather than in-store

WHIMN Women's Network Audience 62%
Kidspot.com.au Audience 59%
whimn.com.au Audience 73%
body+soul.com.au Audience 63%
Body+Soul Print + Digital Audience 62%

Making it Easy

I would shop online more often if online ads took me straight to the item checkout with just one click

WHIMN Women's Network Audience 25%
Kidspot.com.au Audience 24%
whimn.com.au Audience 17%
body+soul.com.au Audience 27%
Body+Soul Print + Digital Audience 28%

Click-to-shop options from articles help me shop

WHIMN Women's Network Audience 27%
Kidspot.com.au Audience 27%
whimn.com.au Audience 30%
body+soul.com.au Audience 32%
Body+Soul Print + Digital Audience 28%

The Balancing Act Between Personalisation & Security

(% Agree)

I am concerned about how my data and information is used online

WHIMN Women's Network Audience 64%
Kidspot.com.au Audience 61%
whimn.com.au Audience 56%
body+soul.com.au Audience 65%
Body+Soul Print + Digital Audience 66%

I am concerned about the security of online payments

WHIMN Women's Network Audience 49%
Kidspot.com.au Audience 46%
whimn.com.au Audience 39%
body+soul.com.au Audience 51%
Body+Soul Print + Digital Audience 52%

I like personalised deals based on e.g. my preferences, past purchases etc

WHIMN Women's Network Audience 40%
Kidspot.com.au Audience 38%
whimn.com.au Audience 44%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 42%

She's a Household Decision Maker: Solely or Jointly responsible for buying -

(% Agree)

Beauty & Skincare

WHIMN Women's Network Audience 95%
Kidspot.com.au Audience 95%
whimn.com.au Audience 97%
body+soul.com.au Audience 97%
Body+Soul Print + Digital Audience 96%

Children's Toys & Games

WHIMN Women's Network Audience 95%
Kidspot.com.au Audience 97%
whimn.com.au Audience 98%
body+soul.com.au Audience 95%
Body+Soul Print + Digital Audience 94%

Clothing & Accessories

WHIMN Women's Network Audience 98%
Kidspot.com.au Audience 98%
whimn.com.au Audience 99%
body+soul.com.au Audience 98%
Body+Soul Print + Digital Audience 98%

Consumer Health e.g. Vitamins

WHIMN Women's Network Audience 94%
Kidspot.com.au Audience 95%
whimn.com.au Audience 94%
body+soul.com.au Audience 96%
Body+Soul Print + Digital Audience 95%

Connected Home

WHIMN Women's Network Audience 82%
Kidspot.com.au Audience 82%
whimn.com.au Audience 78%
body+soul.com.au Audience 82%
Body+Soul Print + Digital Audience 83%

Consumer Electronics

WHIMN Women's Network Audience 91%
Kidspot.com.au Audience 90%
whimn.com.au Audience 92%
body+soul.com.au Audience 93%
Body+Soul Print + Digital Audience 92%

Furniture

WHIMN Women's Network Audience 92%
Kidspot.com.au Audience 95%
whimn.com.au Audience 90%
body+soul.com.au Audience 91%
Body+Soul Print + Digital Audience 91%

Home Appliances and Whitegoods

WHIMN Women's Network Audience 92%
Kidspot.com.au Audience 95%
whimn.com.au Audience 89%
body+soul.com.au Audience 90%
Body+Soul Print + Digital Audience 90%

Homewares

WHIMN Women's Network Audience 92%
Kidspot.com.au Audience 94%
whimn.com.au Audience 91%
body+soul.com.au Audience 91%
Body+Soul Print + Digital Audience 91%

SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019

Sample size: 1,146

Deep Dive: Buying Kids' Toys & Games

Triggers to Shop Toys & Games

(% Agree)

Specific occasions e.g. gift-giving occasion such as birthday, a celebration

WHIMN Women's Network Audience 75%
Kidspot.com.au Audience 76%
whimn.com.au Audience 74%
body+soul.com.au Audience 75%
Body+Soul Print + Digital Audience 76%

Retail sales events

WHIMN Women's Network Audience 34%
Kidspot.com.au Audience 38%
whimn.com.au Audience 39%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 35%

A reward for my child/ren

WHIMN Women's Network Audience 36%
Kidspot.com.au Audience 40%
whimn.com.au Audience 45%
body+soul.com.au Audience 30%
Body+Soul Print + Digital Audience 29%

Impulse, I often buy toys/games on the spur of the moment

WHIMN Women's Network Audience 24%
Kidspot.com.au Audience 27%
whimn.com.au Audience 35%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 22%

My child/ren asking for toys/games

WHIMN Women's Network Audience 24%
Kidspot.com.au Audience 27%
whimn.com.au Audience 31%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 20%

Personal recommendations from e.g. friends, family, child educators

WHIMN Women's Network Audience 26%
Kidspot.com.au Audience 28%
whimn.com.au Audience 19%
body+soul.com.au Audience 30%
Body+Soul Print + Digital Audience 25%

Online deals pages e.g. Kidspot deals

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 21%
whimn.com.au Audience 15%
body+soul.com.au Audience 22%
Body+Soul Print + Digital Audience 20%

Reviews of Toys/games

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 17%
whimn.com.au Audience 18%
body+soul.com.au Audience 23%
Body+Soul Print + Digital Audience 20%

A new release of toys/games

WHIMN Women's Network Audience 13%
Kidspot.com.au Audience 14%
whimn.com.au Audience 18%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 13%

Her Top Media Along the Toys & Games Buyer Journey

(% Agree)

Inspires Her to Shop for Kids Toys & Games

Online Deals Pages e.g. Kidspot Deals

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 16%
whimn.com.au Audience 19%
body+soul.com.au Audience 15%
Body+Soul Print + Digital Audience 13%

TV Ads

WHIMN Women's Network Audience 11%
Kidspot.com.au Audience 12%
whimn.com.au Audience 11%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 13%

Online Articles

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 10%
whimn.com.au Audience 17%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 12%

Parent to parent Reviews e.g. Kidspot Mums Say

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 12%
whimn.com.au Audience 15%
body+soul.com.au Audience 10%
Body+Soul Print + Digital Audience 10%

Online Ads

WHIMN Women's Network Audience 9%
Kidspot.com.au Audience 9%
whimn.com.au Audience 10%
body+soul.com.au Audience 9%
Body+Soul Print + Digital Audience 8%

Makes Her Aware of Kids Toys & Games to Buy

TV Ads

WHIMN Women's Network Audience 39%
Kidspot.com.au Audience 40%
whimn.com.au Audience 31%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 40%

Online Ads

WHIMN Women's Network Audience 39%
Kidspot.com.au Audience 41%
whimn.com.au Audience 41%
body+soul.com.au Audience 38%
Body+Soul Print + Digital Audience 34%

Online Articles

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 42%
whimn.com.au Audience 47%
body+soul.com.au Audience 39%
Body+Soul Print + Digital Audience 37%

Online Deals Pages e.g. Kidspot Deals

WHIMN Women's Network Audience 34%
Kidspot.com.au Audience 39%
whimn.com.au Audience 39%
body+soul.com.au Audience 33%
Body+Soul Print + Digital Audience 29%

Parent to parent Reviews e.g. Kidspot Mums Say

WHIMN Women's Network Audience 34%
Kidspot.com.au Audience 36%
whimn.com.au Audience 34%
body+soul.com.au Audience 38%
Body+Soul Print + Digital Audience 34%

Helps Her Decide What Kids Toys & Games to Buy

Expert Reviews

WHIMN Women's Network Audience 32%
Kidspot.com.au Audience 31%
whimn.com.au Audience 26%
body+soul.com.au Audience 34%
Body+Soul Print + Digital Audience 32%

Parent to parent Reviews e.g. Kidspot Mums Say

WHIMN Women's Network Audience 29%
Kidspot.com.au Audience 30%
whimn.com.au Audience 25%
body+soul.com.au Audience 25%
Body+Soul Print + Digital Audience 26%

Online Articles

WHIMN Women's Network Audience 25%
Kidspot.com.au Audience 24%
whimn.com.au Audience 28%
body+soul.com.au Audience 27%
Body+Soul Print + Digital Audience 26%

Online Deals Pages e.g. Kidspot Deals

WHIMN Women's Network Audience 23%
Kidspot.com.au Audience 20%
whimn.com.au Audience 18%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 21%

Magazine Articles

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 18%
whimn.com.au Audience 15%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 25%

Helps Her Decide Where to Buy Kids Toys & Games

Online Deals Pages e.g. Kidspot Deals

WHIMN Women's Network Audience 22%
Kidspot.com.au Audience 25%
whimn.com.au Audience 12%
body+soul.com.au Audience 27%
Body+Soul Print + Digital Audience 24%

Online Ads

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 17%
whimn.com.au Audience 16%
body+soul.com.au Audience 16%
Body+Soul Print + Digital Audience 16%

Parent to parent Reviews e.g. Kidspot Mums Say

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 15%
whimn.com.au Audience 12%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 14%

Online Articles

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 11%
whimn.com.au Audience 19%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 10%

TV Ads

WHIMN Women's Network Audience 11%
Kidspot.com.au Audience 10%
whimn.com.au Audience 10%
body+soul.com.au Audience 10%
Body+Soul Print + Digital Audience 10%

The Influence of Kidspot Trust

(% Agree)

Kidspot audience would buy kids toys & games recommended by Kidspot

%

Where She Buys Kids Toys and Games

(% Agree)

In-Store

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 44%
Kidspot.com.au Audience 39%
whimn.com.au Audience 52%
body+soul.com.au Audience 47%
Body+Soul Print + Digital Audience 45%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 89%
Kidspot.com.au Audience 89%
whimn.com.au Audience 90%
body+soul.com.au Audience 88%
Body+Soul Print + Digital Audience 85%

Toy Store

WHIMN Women's Network Audience 69%
Kidspot.com.au Audience 70%
whimn.com.au Audience 70%
body+soul.com.au Audience 69%
Body+Soul Print + Digital Audience 67%

Online

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 18%
whimn.com.au Audience 19%
body+soul.com.au Audience 22%
Body+Soul Print + Digital Audience 21%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 22%
Kidspot.com.au Audience 22%
whimn.com.au Audience 24%
body+soul.com.au Audience 21%
Body+Soul Print + Digital Audience 24%

Toy Store

WHIMN Women's Network Audience 21%
Kidspot.com.au Audience 23%
whimn.com.au Audience 19%
body+soul.com.au Audience 23%
Body+Soul Print + Digital Audience 22%

Online Market Place e.g. eBay, Etsy

WHIMN Women's Network Audience 48%
Kidspot.com.au Audience 49%
whimn.com.au Audience 48%
body+soul.com.au Audience 43%
Body+Soul Print + Digital Audience 41%

Online Retailer e.g. Amazon

WHIMN Women's Network Audience 41%
Kidspot.com.au Audience 40%
whimn.com.au Audience 43%
body+soul.com.au Audience 39%
Body+Soul Print + Digital Audience 38%

I Do Not Buy Toys/Games Here

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 46%
Kidspot.com.au Audience 51%
whimn.com.au Audience 37%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 43%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 3%
Kidspot.com.au Audience 4%
whimn.com.au Audience 0%
body+soul.com.au Audience 7%
Body+Soul Print + Digital Audience 5%

Toy Store

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 16%
whimn.com.au Audience 15%
body+soul.com.au Audience 16%
Body+Soul Print + Digital Audience 17%

Online Market Place e.g. eBay, Etsy

WHIMN Women's Network Audience 52%
Kidspot.com.au Audience 51%
whimn.com.au Audience 52%
body+soul.com.au Audience 57%
Body+Soul Print + Digital Audience 59%

Online Retailer e.g. Amazon

WHIMN Women's Network Audience 59%
Kidspot.com.au Audience 60%
whimn.com.au Audience 57%
body+soul.com.au Audience 61%
Body+Soul Print + Digital Audience 62%

SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019

Sample size: 1,146

Deep Dive: Buying Fashion

Triggers to Shop Fashion

(% Agree)

Need to replace old clothes

WHIMN Women's Network Audience 66%
Kidspot.com.au Audience 71%
whimn.com.au Audience 65%
body+soul.com.au Audience 63%
Body+Soul Print + Digital Audience 63%

A specific occasion e.g. a special event, a celebration

WHIMN Women's Network Audience 60%
Kidspot.com.au Audience 56%
whimn.com.au Audience 74%
body+soul.com.au Audience 64%
Body+Soul Print + Digital Audience 62%

Retail sales events

WHIMN Women's Network Audience 46%
Kidspot.com.au Audience 46%
whimn.com.au Audience 49%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 51%

To spoil myself or someone else

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 37%
whimn.com.au Audience 49%
body+soul.com.au Audience 44%
Body+Soul Print + Digital Audience 41%

Impulse, spur of the moment purchase

WHIMN Women's Network Audience 34%
Kidspot.com.au Audience 33%
whimn.com.au Audience 38%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 35%

Online Deals pages

WHIMN Women's Network Audience 28%
Kidspot.com.au Audience 29%
whimn.com.au Audience 28%
body+soul.com.au Audience 33%
Body+Soul Print + Digital Audience 29%

Retailer communications e.g. email, direct mail

WHIMN Women's Network Audience 30%
Kidspot.com.au Audience 25%
whimn.com.au Audience 41%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 34%

New season release of fashion

WHIMN Women's Network Audience 25%
Kidspot.com.au Audience 23%
whimn.com.au Audience 37%
body+soul.com.au Audience 29%
Body+Soul Print + Digital Audience 28%

Personal recommendations from friends/family

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 17%
whimn.com.au Audience 19%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 20%

Her Top Media Along the Fashion Buying Journey

(% Agree)

Inspires Her to Shop for Fashion

Online Ads

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 15%
whimn.com.au Audience 24%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 19%

Online Deals Pages e.g. Kidspot Deals

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 18%
whimn.com.au Audience 18%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 18%

Online Articles

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 15%
whimn.com.au Audience 25%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 17%

Magazine Articles

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 16%
whimn.com.au Audience 20%
body+soul.com.au Audience 21%
Body+Soul Print + Digital Audience 20%

Influencers on Social Media

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 12%
whimn.com.au Audience 22%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 17%

Makes Her Aware of Fashion to Buy

Online Ads

WHIMN Women's Network Audience 46%
Kidspot.com.au Audience 42%
whimn.com.au Audience 51%
body+soul.com.au Audience 52%
Body+Soul Print + Digital Audience 50%

Online Articles

WHIMN Women's Network Audience 41%
Kidspot.com.au Audience 40%
whimn.com.au Audience 50%
body+soul.com.au Audience 45%
Body+Soul Print + Digital Audience 43%

Magazine Articles

WHIMN Women's Network Audience 34%
Kidspot.com.au Audience 32%
whimn.com.au Audience 40%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 38%

Online Deals Pages

WHIMN Women's Network Audience 30%
Kidspot.com.au Audience 31%
whimn.com.au Audience 29%
body+soul.com.au Audience 34%
Body+Soul Print + Digital Audience 29%

Magazine Ads

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 31%
whimn.com.au Audience 35%
body+soul.com.au Audience 40%
Body+Soul Print + Digital Audience 36%

Helps Her Decide What Fashion to Buy

Online Articles

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 20%
whimn.com.au Audience 25%
body+soul.com.au Audience 23%
Body+Soul Print + Digital Audience 22%

Online Deals Pages

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 19%
whimn.com.au Audience 19%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 19%

Peer Reviews

WHIMN Women's Network Audience 23%
Kidspot.com.au Audience 21%
whimn.com.au Audience 26%
body+soul.com.au Audience 22%
Body+Soul Print + Digital Audience 23%

Expert Reviews

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 20%
whimn.com.au Audience 19%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 21%

Online Ads

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 19%
whimn.com.au Audience 23%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 20%

Helps Her Decide Where to Buy Fashion

Online Deals Pages

WHIMN Women's Network Audience 22%
Kidspot.com.au Audience 22%
whimn.com.au Audience 26%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 21%

Online Ads

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 20%
whimn.com.au Audience 23%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 18%

Online Articles

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 19%
whimn.com.au Audience 26%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 19%

Expert Reviews

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 16%
whimn.com.au Audience 17%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 16%

Peer Reviews

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 17%
whimn.com.au Audience 23%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 18%

The Influence of Trust

(% Agree)

Would buy fashion recommended by WHIMN Women's Network

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 39%
whimn.com.au Audience 53%
body+soul.com.au Audience 44%
Body+Soul Print + Digital Audience 41%

Where She Buys Fashion

(% Agree)

In-Store

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 67%
Kidspot.com.au Audience 62%
whimn.com.au Audience 76%
body+soul.com.au Audience 73%
Body+Soul Print + Digital Audience 72%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 86%
Kidspot.com.au Audience 87%
whimn.com.au Audience 83%
body+soul.com.au Audience 86%
Body+Soul Print + Digital Audience 84%

Fashion Chain e.g. H&M, Zara, Saba, Seed, Cue

WHIMN Women's Network Audience 59%
Kidspot.com.au Audience 52%
whimn.com.au Audience 73%
body+soul.com.au Audience 67%
Body+Soul Print + Digital Audience 64%

Designer Fashion Store e.g. Zimmerman, Sass & Bide, Chanel, Camilla & Marc

WHIMN Women's Network Audience 22%
Kidspot.com.au Audience 20%
whimn.com.au Audience 30%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 24%

Independent Fashion Store

WHIMN Women's Network Audience 62%
Kidspot.com.au Audience 58%
whimn.com.au Audience 64%
body+soul.com.au Audience 66%
Body+Soul Print + Digital Audience 64%

Online

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 23%
whimn.com.au Audience 24%
body+soul.com.au Audience 21%
Body+Soul Print + Digital Audience 20%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 20%
whimn.com.au Audience 22%
body+soul.com.au Audience 16%
Body+Soul Print + Digital Audience 14%

Fashion Chain e.g. H&M, Zara, Saba, Seed, Cue

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 20%
whimn.com.au Audience 19%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 17%

Designer Fashion Store e.g. Zimmerman, Sass & Bide, Chanel, Camilla & Marc

WHIMN Women's Network Audience 13%
Kidspot.com.au Audience 11%
whimn.com.au Audience 15%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 13%

Independent Fashion Store

WHIMN Women's Network Audience 29%
Kidspot.com.au Audience 25%
whimn.com.au Audience 32%
body+soul.com.au Audience 27%
Body+Soul Print + Digital Audience 30%

Online Market Place e.g. eBay, Etsy

WHIMN Women's Network Audience 42%
Kidspot.com.au Audience 40%
whimn.com.au Audience 40%
body+soul.com.au Audience 44%
Body+Soul Print + Digital Audience 41%

Online Retailer e.g. Amazon, The Iconic, Asos

WHIMN Women's Network Audience 57%
Kidspot.com.au Audience 56%
whimn.com.au Audience 69%
body+soul.com.au Audience 60%
Body+Soul Print + Digital Audience 58%

I Do Not Buy Fashion Here

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 26%
Kidspot.com.au Audience 28%
whimn.com.au Audience 17%
body+soul.com.au Audience 23%
Body+Soul Print + Digital Audience 23%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 9%
whimn.com.au Audience 11%
body+soul.com.au Audience 11%
Body+Soul Print + Digital Audience 12%

Fashion Chain e.g. H&M, Zara, Saba, Seed, Cue

WHIMN Women's Network Audience 31%
Kidspot.com.au Audience 37%
whimn.com.au Audience 18%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 28%

Designer Fashion Store e.g. Zimmerman, Sass & Bide, Chanel, Camilla & Marc

WHIMN Women's Network Audience 69%
Kidspot.com.au Audience 73%
whimn.com.au Audience 61%
body+soul.com.au Audience 67%
Body+Soul Print + Digital Audience 66%

Independent Fashion Store

WHIMN Women's Network Audience 21%
Kidspot.com.au Audience 29%
whimn.com.au Audience 20%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 18%

Online Market Place e.g. eBay, Etsy

WHIMN Women's Network Audience 58%
Kidspot.com.au Audience 60%
whimn.com.au Audience 60%
body+soul.com.au Audience 56%
Body+Soul Print + Digital Audience 59%

Online Retailer e.g. Amazon, The Iconic, Asos

WHIMN Women's Network Audience 43%
Kidspot.com.au Audience 44%
whimn.com.au Audience 31%
body+soul.com.au Audience 40%
Body+Soul Print + Digital Audience 42%

SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019

Sample size: 1,146

Deep Dive: Buying Beauty

Triggers to Shop Beauty

(% Agree)

Needing to replace beauty products

WHIMN Women's Network Audience 83%
Kidspot.com.au Audience 82%
whimn.com.au Audience 89%
body+soul.com.au Audience 85%
Body+Soul Print + Digital Audience 85%

Personal Recommendations

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 34%
whimn.com.au Audience 45%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 40%

Time to update my beauty regime e.g. change of season, try a new look

WHIMN Women's Network Audience 37%
Kidspot.com.au Audience 37%
whimn.com.au Audience 44%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 40%

Retail sales events

WHIMN Women's Network Audience 31%
Kidspot.com.au Audience 32%
whimn.com.au Audience 31%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 35%

To spoil myself or someone else

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 32%
whimn.com.au Audience 39%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 34%

A specific occasion e.g. a special event, a gift-giving occasion, a celebration

WHIMN Women's Network Audience 30%
Kidspot.com.au Audience 31%
whimn.com.au Audience 35%
body+soul.com.au Audience 31%
Body+Soul Print + Digital Audience 31%

Articles about beauty products

WHIMN Women's Network Audience 32%
Kidspot.com.au Audience 27%
whimn.com.au Audience 45%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 39%

New release of beauty products

WHIMN Women's Network Audience 30%
Kidspot.com.au Audience 25%
whimn.com.au Audience 39%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 34%

Impulse, spur-of-the-moment purchase

WHIMN Women's Network Audience 25%
Kidspot.com.au Audience 22%
whimn.com.au Audience 30%
body+soul.com.au Audience 29%
Body+Soul Print + Digital Audience 28%

Retailer Communications e.g. email, direct mail

WHIMN Women's Network Audience 22%
Kidspot.com.au Audience 21%
whimn.com.au Audience 29%
body+soul.com.au Audience 26%
Body+Soul Print + Digital Audience 25%

Ads for Beauty Products

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 19%
whimn.com.au Audience 18%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 22%

Online Deals Pages

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 20%
whimn.com.au Audience 19%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 19%

Her Top Media Along the Beauty Buyer Journey

(% Agree)

Inspires Her to Shop for Beauty Products

Online Articles

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 16%
whimn.com.au Audience 25%
body+soul.com.au Audience 23%
Body+Soul Print + Digital Audience 21%

Influencers on Social Media

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 13%
whimn.com.au Audience 24%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 19%

Expert Reviews

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 11%
whimn.com.au Audience 19%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 18%

Peer Reviews

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 15%
whimn.com.au Audience 17%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 16%

Magazine Articles

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 14%
whimn.com.au Audience 15%
body+soul.com.au Audience 19%
Body+Soul Print + Digital Audience 17%

Makes Her Aware of Beauty Products to Buy

Online Articles

WHIMN Women's Network Audience 46%
Kidspot.com.au Audience 46%
whimn.com.au Audience 54%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 49%

Magazine Articles

WHIMN Women's Network Audience 44%
Kidspot.com.au Audience 41%
whimn.com.au Audience 49%
body+soul.com.au Audience 53%
Body+Soul Print + Digital Audience 49%

Magazine Ads

WHIMN Women's Network Audience 40%
Kidspot.com.au Audience 38%
whimn.com.au Audience 42%
body+soul.com.au Audience 49%
Body+Soul Print + Digital Audience 45%

Online Ads

WHIMN Women's Network Audience 39%
Kidspot.com.au Audience 40%
whimn.com.au Audience 47%
body+soul.com.au Audience 45%
Body+Soul Print + Digital Audience 40%

TV Ads

WHIMN Women's Network Audience 35%
Kidspot.com.au Audience 34%
whimn.com.au Audience 29%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 36%

Helps Her Decide What Beauty Products to Buy

Expert Reviews

WHIMN Women's Network Audience 35%
Kidspot.com.au Audience 33%
whimn.com.au Audience 43%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 35%

Peer Reviews

WHIMN Women's Network Audience 32%
Kidspot.com.au Audience 31%
whimn.com.au Audience 38%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 33%

Online Articles

WHIMN Women's Network Audience 26%
Kidspot.com.au Audience 27%
whimn.com.au Audience 37%
body+soul.com.au Audience 31%
Body+Soul Print + Digital Audience 29%

Magazine Articles

WHIMN Women's Network Audience 22%
Kidspot.com.au Audience 21%
whimn.com.au Audience 26%
body+soul.com.au Audience 27%
Body+Soul Print + Digital Audience 26%

Influencers on Social Media

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 16%
whimn.com.au Audience 24%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 22%

Online Deals Pages

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 20%
whimn.com.au Audience 17%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 17%

Online Ads

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 18%
whimn.com.au Audience 16%
body+soul.com.au Audience 21%
Body+Soul Print + Digital Audience 18%

Helps Her Decide Where to Buy Beauty Products

Peer Reviews

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 19%
whimn.com.au Audience 19%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 18%

Online Deals Pages

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 18%
whimn.com.au Audience 17%
body+soul.com.au Audience 16%
Body+Soul Print + Digital Audience 15%

Online Articles

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 16%
whimn.com.au Audience 22%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 16%

Online Ads

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 15%
whimn.com.au Audience 22%
body+soul.com.au Audience 15%
Body+Soul Print + Digital Audience 15%

Expert Reviews

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 15%
whimn.com.au Audience 19%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 16%

The Influence of Trust

(% Agree)

Would buy Beauty Products recommended by WHIMN Women's Network

WHIMN Women's Network Audience 58%
Kidspot.com.au Audience 56%
whimn.com.au Audience 68%
body+soul.com.au Audience 69%
Body+Soul Print + Digital Audience 65%

Where She Buys Beauty

(% Agree)

In-Store

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 57%
Kidspot.com.au Audience 55%
whimn.com.au Audience 64%
body+soul.com.au Audience 63%
Body+Soul Print + Digital Audience 61%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 69%
Kidspot.com.au Audience 74%
whimn.com.au Audience 56%
body+soul.com.au Audience 67%
Body+Soul Print + Digital Audience 67%

Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal

WHIMN Women's Network Audience 90%
Kidspot.com.au Audience 88%
whimn.com.au Audience 87%
body+soul.com.au Audience 91%
Body+Soul Print + Digital Audience 90%

Independent Pharmacy

WHIMN Women's Network Audience 62%
Kidspot.com.au Audience 61%
whimn.com.au Audience 50%
body+soul.com.au Audience 62%
Body+Soul Print + Digital Audience 65%

Supermarket

WHIMN Women's Network Audience 80%
Kidspot.com.au Audience 83%
whimn.com.au Audience 72%
body+soul.com.au Audience 81%
Body+Soul Print + Digital Audience 80%

Cosmetics Store e.g. Sephora, Mecca Cosmetica

WHIMN Women's Network Audience 44%
Kidspot.com.au Audience 40%
whimn.com.au Audience 59%
body+soul.com.au Audience 50%
Body+Soul Print + Digital Audience 46%

Online

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 13%
Kidspot.com.au Audience 15%
whimn.com.au Audience 17%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 14%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 14%
whimn.com.au Audience 12%
body+soul.com.au Audience 10%
Body+Soul Print + Digital Audience 10%

Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 18%
whimn.com.au Audience 21%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 14%

Independent Pharmacy

WHIMN Women's Network Audience 5%
Kidspot.com.au Audience 6%
whimn.com.au Audience 5%
body+soul.com.au Audience 4%
Body+Soul Print + Digital Audience 4%

Supermarket

WHIMN Women's Network Audience 8%
Kidspot.com.au Audience 11%
whimn.com.au Audience 9%
body+soul.com.au Audience 5%
Body+Soul Print + Digital Audience 7%

Cosmetics Store e.g. Sephora, Mecca Cosmetica

WHIMN Women's Network Audience 20%
Kidspot.com.au Audience 18%
whimn.com.au Audience 27%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 22%

Online Market Place e.g. eBay

WHIMN Women's Network Audience 24%
Kidspot.com.au Audience 26%
whimn.com.au Audience 23%
body+soul.com.au Audience 24%
Body+Soul Print + Digital Audience 23%

Online Only Retailer e.g. Strawberrynet, Adorebeauty

WHIMN Women's Network Audience 37%
Kidspot.com.au Audience 36%
whimn.com.au Audience 47%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 39%

I Do Not Buy Beauty Products Here

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 39%
whimn.com.au Audience 30%
body+soul.com.au Audience 33%
Body+Soul Print + Digital Audience 35%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 29%
Kidspot.com.au Audience 22%
whimn.com.au Audience 40%
body+soul.com.au Audience 31%
Body+Soul Print + Digital Audience 30%

Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal

WHIMN Women's Network Audience 6%
Kidspot.com.au Audience 6%
whimn.com.au Audience 8%
body+soul.com.au Audience 5%
Body+Soul Print + Digital Audience 6%

Independent Pharmacy

WHIMN Women's Network Audience 35%
Kidspot.com.au Audience 35%
whimn.com.au Audience 47%
body+soul.com.au Audience 36%
Body+Soul Print + Digital Audience 32%

Supermarket

WHIMN Women's Network Audience 17%
Kidspot.com.au Audience 14%
whimn.com.au Audience 25%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 17%

Cosmetics Store e.g. Sephora, Mecca Cosmetica

WHIMN Women's Network Audience 47%
Kidspot.com.au Audience 51%
whimn.com.au Audience 31%
body+soul.com.au Audience 39%
Body+Soul Print + Digital Audience 44%

Online Market Place e.g. eBay

WHIMN Women's Network Audience 76%
Kidspot.com.au Audience 74%
whimn.com.au Audience 77%
body+soul.com.au Audience 76%
Body+Soul Print + Digital Audience 77%

Online Only Retailer e.g. Strawberrynet, Adorebeauty

WHIMN Women's Network Audience 63%
Kidspot.com.au Audience 64%
whimn.com.au Audience 53%
body+soul.com.au Audience 58%
Body+Soul Print + Digital Audience 61%

SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019

Sample size: 1,146

Deep Dive: Buying Consumer Health

Triggers to Shop Consumer Health Products

(% Agree)

To replace an item

WHIMN Women's Network Audience 70%
Kidspot.com.au Audience 69%
whimn.com.au Audience 70%
body+soul.com.au Audience 73%
Body+Soul Print + Digital Audience 71%

Specific health concern/s

WHIMN Women's Network Audience 63%
Kidspot.com.au Audience 61%
whimn.com.au Audience 69%
body+soul.com.au Audience 66%
Body+Soul Print + Digital Audience 66%

Personal recommendations from e.g. friends/family/medical practitioner

WHIMN Women's Network Audience 43%
Kidspot.com.au Audience 43%
whimn.com.au Audience 48%
body+soul.com.au Audience 46%
Body+Soul Print + Digital Audience 45%

Time to update my health regime

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 36%
whimn.com.au Audience 38%
body+soul.com.au Audience 41%
Body+Soul Print + Digital Audience 41%

Articles about health products

WHIMN Women's Network Audience 27%
Kidspot.com.au Audience 25%
whimn.com.au Audience 32%
body+soul.com.au Audience 39%
Body+Soul Print + Digital Audience 35%

Retail sales events

WHIMN Women's Network Audience 18%
Kidspot.com.au Audience 20%
whimn.com.au Audience 19%
body+soul.com.au Audience 22%
Body+Soul Print + Digital Audience 19%

New release of health products that I want to try

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 16%
whimn.com.au Audience 21%
body+soul.com.au Audience 25%
Body+Soul Print + Digital Audience 23%

Advertisements for health products

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 17%
whimn.com.au Audience 19%
body+soul.com.au Audience 21%
Body+Soul Print + Digital Audience 19%

Online Deals Pages

WHIMN Women's Network Audience 12%
Kidspot.com.au Audience 13%
whimn.com.au Audience 10%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 12%

Her Top Media Along the Consumer Health Buyer Journey

(% Agree)

Inspires Her to Shop for Health

Expert Reviews

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 13%
whimn.com.au Audience 18%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 16%

Peer Reviews

WHIMN Women's Network Audience 13%
Kidspot.com.au Audience 11%
whimn.com.au Audience 15%
body+soul.com.au Audience 15%
Body+Soul Print + Digital Audience 14%

Online Articles

WHIMN Women's Network Audience 11%
Kidspot.com.au Audience 12%
whimn.com.au Audience 14%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 13%

Magazine Articles

WHIMN Women's Network Audience 12%
Kidspot.com.au Audience 12%
whimn.com.au Audience 14%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 13%

Influencers on Social Media

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 7%
whimn.com.au Audience 14%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 12%

Makes Her Aware of Health Products to Buy

Online Articles

WHIMN Women's Network Audience 45%
Kidspot.com.au Audience 42%
whimn.com.au Audience 48%
body+soul.com.au Audience 55%
Body+Soul Print + Digital Audience 50%

Expert Reviews

WHIMN Women's Network Audience 40%
Kidspot.com.au Audience 40%
whimn.com.au Audience 48%
body+soul.com.au Audience 47%
Body+Soul Print + Digital Audience 45%

Magazine Articles

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 35%
whimn.com.au Audience 38%
body+soul.com.au Audience 46%
Body+Soul Print + Digital Audience 46%

TV Ads

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 32%
whimn.com.au Audience 26%
body+soul.com.au Audience 37%
Body+Soul Print + Digital Audience 36%

Magazine Ads

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 30%
whimn.com.au Audience 34%
body+soul.com.au Audience 42%
Body+Soul Print + Digital Audience 39%

Peer Reviews

WHIMN Women's Network Audience 33%
Kidspot.com.au Audience 32%
whimn.com.au Audience 41%
body+soul.com.au Audience 38%
Body+Soul Print + Digital Audience 37%

Helps Her Decide What Health Products to Buy

Expert Reviews

WHIMN Women's Network Audience 32%
Kidspot.com.au Audience 30%
whimn.com.au Audience 38%
body+soul.com.au Audience 34%
Body+Soul Print + Digital Audience 32%

Peer Reviews

WHIMN Women's Network Audience 26%
Kidspot.com.au Audience 24%
whimn.com.au Audience 34%
body+soul.com.au Audience 30%
Body+Soul Print + Digital Audience 28%

Online Articles

WHIMN Women's Network Audience 23%
Kidspot.com.au Audience 23%
whimn.com.au Audience 28%
body+soul.com.au Audience 26%
Body+Soul Print + Digital Audience 24%

Magazine Articles

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 15%
whimn.com.au Audience 20%
body+soul.com.au Audience 20%
Body+Soul Print + Digital Audience 19%

TV Ads

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 9%
whimn.com.au Audience 6%
body+soul.com.au Audience 11%
Body+Soul Print + Digital Audience 10%

Helps Her Decide Where to Buy Health Products

Peer Reviews

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 17%
whimn.com.au Audience 16%
body+soul.com.au Audience 15%
Body+Soul Print + Digital Audience 15%

Online Deals Pages

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 18%
whimn.com.au Audience 12%
body+soul.com.au Audience 11%
Body+Soul Print + Digital Audience 13%

Expert Reviews

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 15%
whimn.com.au Audience 16%
body+soul.com.au Audience 14%
Body+Soul Print + Digital Audience 13%

Online Articles

WHIMN Women's Network Audience 13%
Kidspot.com.au Audience 14%
whimn.com.au Audience 18%
body+soul.com.au Audience 15%
Body+Soul Print + Digital Audience 13%

Online Ads

WHIMN Women's Network Audience 11%
Kidspot.com.au Audience 11%
whimn.com.au Audience 17%
body+soul.com.au Audience 11%
Body+Soul Print + Digital Audience 10%

The Influence of Trust

(% Agree)

Would buy Health Products recommended by WHIMN Women's Network

WHIMN Women's Network Audience 57%
Kidspot.com.au Audience 54%
whimn.com.au Audience 56%
body+soul.com.au Audience 65%
Body+Soul Print + Digital Audience 63%

Where She Buys Consumer Health Products

(% Agree)

In-Store

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 19%
Kidspot.com.au Audience 18%
whimn.com.au Audience 20%
body+soul.com.au Audience 23%
Body+Soul Print + Digital Audience 21%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 38%
Kidspot.com.au Audience 42%
whimn.com.au Audience 37%
body+soul.com.au Audience 41%
Body+Soul Print + Digital Audience 40%

Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal

WHIMN Women's Network Audience 91%
Kidspot.com.au Audience 91%
whimn.com.au Audience 93%
body+soul.com.au Audience 93%
Body+Soul Print + Digital Audience 92%

Independent Pharmacy

WHIMN Women's Network Audience 75%
Kidspot.com.au Audience 75%
whimn.com.au Audience 75%
body+soul.com.au Audience 76%
Body+Soul Print + Digital Audience 76%

Supermarket

WHIMN Women's Network Audience 83%
Kidspot.com.au Audience 84%
whimn.com.au Audience 82%
body+soul.com.au Audience 85%
Body+Soul Print + Digital Audience 85%

Health Shop

WHIMN Women's Network Audience 62%
Kidspot.com.au Audience 57%
whimn.com.au Audience 58%
body+soul.com.au Audience 65%
Body+Soul Print + Digital Audience 67%

Online

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 6%
Kidspot.com.au Audience 8%
whimn.com.au Audience 7%
body+soul.com.au Audience 6%
Body+Soul Print + Digital Audience 6%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 6%
Kidspot.com.au Audience 8%
whimn.com.au Audience 6%
body+soul.com.au Audience 7%
Body+Soul Print + Digital Audience 7%

Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 19%
whimn.com.au Audience 20%
body+soul.com.au Audience 18%
Body+Soul Print + Digital Audience 16%

Independent Pharmacy

WHIMN Women's Network Audience 7%
Kidspot.com.au Audience 7%
whimn.com.au Audience 6%
body+soul.com.au Audience 6%
Body+Soul Print + Digital Audience 6%

Supermarket

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 13%
whimn.com.au Audience 10%
body+soul.com.au Audience 8%
Body+Soul Print + Digital Audience 9%

Health Shop

WHIMN Women's Network Audience 10%
Kidspot.com.au Audience 10%
whimn.com.au Audience 11%
body+soul.com.au Audience 11%
Body+Soul Print + Digital Audience 10%

Online Market Place e.g. eBay

WHIMN Women's Network Audience 15%
Kidspot.com.au Audience 17%
whimn.com.au Audience 12%
body+soul.com.au Audience 16%
Body+Soul Print + Digital Audience 15%

Online Only Retailer e.g. Amazon

WHIMN Women's Network Audience 16%
Kidspot.com.au Audience 17%
whimn.com.au Audience 14%
body+soul.com.au Audience 17%
Body+Soul Print + Digital Audience 16%

I Do Not Buy Consumer Health Products Here

Department Store e.g. Myer, David Jones

WHIMN Women's Network Audience 78%
Kidspot.com.au Audience 78%
whimn.com.au Audience 76%
body+soul.com.au Audience 75%
Body+Soul Print + Digital Audience 76%

Discount Department Store e.g. Kmart, Target, Big W

WHIMN Women's Network Audience 59%
Kidspot.com.au Audience 55%
whimn.com.au Audience 59%
body+soul.com.au Audience 58%
Body+Soul Print + Digital Audience 58%

Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal

WHIMN Women's Network Audience 4%
Kidspot.com.au Audience 3%
whimn.com.au Audience 2%
body+soul.com.au Audience 2%
Body+Soul Print + Digital Audience 3%

Independent Pharmacy

WHIMN Women's Network Audience 23%
Kidspot.com.au Audience 22%
whimn.com.au Audience 22%
body+soul.com.au Audience 22%
Body+Soul Print + Digital Audience 21%

Supermarket

WHIMN Women's Network Audience 14%
Kidspot.com.au Audience 13%
whimn.com.au Audience 15%
body+soul.com.au Audience 13%
Body+Soul Print + Digital Audience 12%

Health Shop

WHIMN Women's Network Audience 34%
Kidspot.com.au Audience 38%
whimn.com.au Audience 39%
body+soul.com.au Audience 31%
Body+Soul Print + Digital Audience 29%

Online Market Place e.g. eBay

WHIMN Women's Network Audience 85%
Kidspot.com.au Audience 83%
whimn.com.au Audience 88%
body+soul.com.au Audience 84%
Body+Soul Print + Digital Audience 85%

Online Only Retailer e.g. Amazon

WHIMN Women's Network Audience 84%
Kidspot.com.au Audience 83%
whimn.com.au Audience 86%
body+soul.com.au Audience 83%
Body+Soul Print + Digital Audience 84%

SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019

Sample size: 1,146