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.
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