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Digital Bride Research 2009
 

Digital Bride Research 2009

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Interesting research findings from the 2009 Digital Bride survey by TheKnot.com.au

Interesting research findings from the 2009 Digital Bride survey by TheKnot.com.au

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    Digital Bride Research 2009 Digital Bride Research 2009 Presentation Transcript

    • THE DIGITAL BRIDE
    • An Ideal Market
    • THE BRIDAL MARKET:
      118,756 weddings took place in Australia last year
      • Average cost of a wedding $49,000
      • $5 billion+ per annum business
      • Big budget, one-time event
      • Year-round business
      2
      Source: ABS 2008, Cost of Love Survey
    • PREDICTABLE AND REPLENISHING:
      Year long opportunity
      with 100% refresh
      MONTHLY DISTRIBUTION OF WEDDINGS
      Source: The Digital Bride Survey, September 2009, Key Research Pty Ltd
      3
    • SIGNIFICANT ASSOCIATED SPENDING:
      Incredible Buying Power for
      big budget, one-time event
      TOTAL WEDDING SPEND
      $5 BILLION+
      spent on weddings annually
      Source: The Cost of Love Survey (Australia) 2008
    • THE DIGITAL BRIDE
      • Online survey conducted in September 2009
      • Recruitment via TheKnot.com (Australian users) and TheKnot.com.au email newsletters + industry email newsletters
      • 894 Respondents
      • Across 2 weeks
      • Average time to complete survey: 13 minutes
      • Prepared by Key Research Pty Ltd
    • Australian To-Be-Weds
      Who they are
    • THE KNOT CONSUMER:
      TO-BE-WEDS WHO ASPIRE TO HAVE A DREAM WEDDING
      They are young, professional women on high personal incomes
      They are heavy users of the internet when it comes to researching and planning their wedding
      They were in steady relationships for 3.5 years on average before becoming engaged
      * Respondents had been engaged for 9 months at time of research
    • DEMOGRAPHICS:
      • TO-BE-WEDS, 25-34 (73%)
      • Live with their partner only (69%)
      • Live in metropolitan areas (79%)
      • In regular employment (80%)
      • Have an average income of $59k
      • Are likely to be employed in a managerial position (52%)
    • ATTITUDE AND BEHAVIOUR:
      Considered eloping!
      Stylish
      Well-groomed
      Wedding band - brides 99%
      Planning the wedding themselves
      BRIDE-TO-BE Average age: 27.9
      GROOM-TO-BE Average age: 28.2
      Will change surname
      Wedding band - grooms 94%
      28 years old
      Father will give her away
      urban-dweller
      Honeymoon within 4 weeks
      Honeymoon overseas
      High stress levels
    • Australian To-Be-Weds
      What they need
    • PROPOSAL SEASON:
      The most popular months for proposals are:
      December (13%)
      July (10%)
      August (10%)
    • WEDDING SEASON:
      The most popular months for weddings are:
      October (17%)
      March (14%)
      November (14%)
    • BUDGET HELP:
      • Just under half said their wedding party will pay for their own outfits (48%)
      • 35% of couples are paying for the whole wedding
      • The bride’s parents are still more likely to be paying for the reception (80%), with the groom’s parents paying for alcohol (73%)
    • STRESS RELIEF:
      • Most to-be-weds are planning their wedding together (71%)
      • To-be-weds were most stressed about ‘number of guests/who to invite’, ‘budget’ and ‘my parents-in-law’
      • Those who are paying for everything are significantly more likely to have considered eloping
      • 8% will engage a wedding planner
    • LOGISTICS AND ASPIRATIONS:
      • 99% of respondents plan to have a reception
      • Most will have their reception in a different location to the ceremony (55%)
      • Over half of respondents see their wedding as being Stylish and Casual-Elegant
      • To-be-weds who used the phrase Modern to describe their wedding were more likely to also select Stylish and Glamorous
    • Australian To-Be-Weds
      How they plan
    • RESEARCH OPTIONS:
      • Almost all will use the internet for their wedding research (99%)
      • On average the internet is used for wedding research 10 times per week
      • The majority do not look to celebrity weddings for inspiration (81%)
      • Most brides-to-be are using the internet to help them find a wedding dress (75%)
    • REGISTRY SOLUTIONS:
      • A large percentage will opt for a gift registry (45%)
      • 72% of respondents said they would prefer to make their gift registry choices online if they have the option to do so
      • 45% of to-be-weds plan to ask guests to make a gift of cash