THE DIGITAL BRIDE<br />
An Ideal Market<br />
THE BRIDAL MARKET:<br />118,756 weddings took place in Australia last year<br /><ul><li>Average cost of a wedding $49,000
$5 billion+ per annum business
Big budget, one-time event
Year-round business</li></ul>2<br />Source:  ABS 2008, Cost of Love Survey<br />
PREDICTABLE AND REPLENISHING:<br />Year long opportunity<br />		with 100% refresh<br />MONTHLY DISTRIBUTION OF WEDDINGS<br...
SIGNIFICANT ASSOCIATED SPENDING:<br />Incredible Buying Power for<br />big budget, one-time event<br />TOTAL WEDDING SPEND...
THE DIGITAL BRIDE<br /><ul><li> 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</li></li></ul><li>Australian To-Be-Weds<br />Who they are<br />
THE KNOT CONSUMER:<br />TO-BE-WEDS WHO ASPIRE TO HAVE A DREAM WEDDING<br />They are young, professional women on high pers...
DEMOGRAPHICS:<br /><ul><li>TO-BE-WEDS, 25-34 (73%)
Live with their partner only (69%)
Live in metropolitan areas (79%)
In regular employment (80%)
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Digital Bride Research 2009

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

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Digital Bride Research 2009

  1. 1. THE DIGITAL BRIDE<br />
  2. 2. An Ideal Market<br />
  3. 3. THE BRIDAL MARKET:<br />118,756 weddings took place in Australia last year<br /><ul><li>Average cost of a wedding $49,000
  4. 4. $5 billion+ per annum business
  5. 5. Big budget, one-time event
  6. 6. Year-round business</li></ul>2<br />Source: ABS 2008, Cost of Love Survey<br />
  7. 7. PREDICTABLE AND REPLENISHING:<br />Year long opportunity<br /> with 100% refresh<br />MONTHLY DISTRIBUTION OF WEDDINGS<br />Source: The Digital Bride Survey, September 2009, Key Research Pty Ltd<br />3<br />
  8. 8. SIGNIFICANT ASSOCIATED SPENDING:<br />Incredible Buying Power for<br />big budget, one-time event<br />TOTAL WEDDING SPEND<br />$5 BILLION+<br />spent on weddings annually<br />Source: The Cost of Love Survey (Australia) 2008<br />
  9. 9. THE DIGITAL BRIDE<br /><ul><li> Online survey conducted in September 2009
  10. 10. Recruitment via TheKnot.com (Australian users) and TheKnot.com.au email newsletters + industry email newsletters
  11. 11. 894 Respondents
  12. 12. Across 2 weeks
  13. 13. Average time to complete survey: 13 minutes
  14. 14. Prepared by Key Research Pty Ltd</li></li></ul><li>Australian To-Be-Weds<br />Who they are<br />
  15. 15. THE KNOT CONSUMER:<br />TO-BE-WEDS WHO ASPIRE TO HAVE A DREAM WEDDING<br />They are young, professional women on high personal incomes<br />They are heavy users of the internet when it comes to researching and planning their wedding<br />They were in steady relationships for 3.5 years on average before becoming engaged<br />* Respondents had been engaged for 9 months at time of research<br />
  16. 16. DEMOGRAPHICS:<br /><ul><li>TO-BE-WEDS, 25-34 (73%)
  17. 17. Live with their partner only (69%)
  18. 18. Live in metropolitan areas (79%)
  19. 19. In regular employment (80%)
  20. 20. Have an average income of $59k
  21. 21. Are likely to be employed in a managerial position (52%)</li></li></ul><li>ATTITUDE AND BEHAVIOUR:<br />Considered eloping!<br />Stylish<br />Well-groomed<br />Wedding band - brides 99%<br />Planning the wedding themselves<br />BRIDE-TO-BE Average age: 27.9<br />GROOM-TO-BE Average age: 28.2<br />Will change surname<br />Wedding band - grooms 94%<br />28 years old<br />Father will give her away<br />urban-dweller<br />Honeymoon within 4 weeks<br />Honeymoon overseas<br />High stress levels<br />
  22. 22. Australian To-Be-Weds<br />What they need<br />
  23. 23. PROPOSAL SEASON:<br />The most popular months for proposals are:<br />December (13%)<br />July (10%)<br />August (10%)<br />
  24. 24. WEDDING SEASON:<br />The most popular months for weddings are:<br />October (17%)<br />March (14%)<br />November (14%)<br />
  25. 25. BUDGET HELP:<br /><ul><li>Just under half said their wedding party will pay for their own outfits (48%)
  26. 26. 35% of couples are paying for the whole wedding
  27. 27. The bride’s parents are still more likely to be paying for the reception (80%), with the groom’s parents paying for alcohol (73%)</li></li></ul><li>STRESS RELIEF:<br /><ul><li>Most to-be-weds are planning their wedding together (71%)
  28. 28. To-be-weds were most stressed about ‘number of guests/who to invite’, ‘budget’ and ‘my parents-in-law’
  29. 29. Those who are paying for everything are significantly more likely to have considered eloping
  30. 30. 8% will engage a wedding planner</li></li></ul><li>LOGISTICS AND ASPIRATIONS:<br /><ul><li>99% of respondents plan to have a reception
  31. 31. Most will have their reception in a different location to the ceremony (55%)
  32. 32. Over half of respondents see their wedding as being Stylish and Casual-Elegant
  33. 33. To-be-weds who used the phrase Modern to describe their wedding were more likely to also select Stylish and Glamorous</li></li></ul><li>Australian To-Be-Weds<br />How they plan<br />
  34. 34. RESEARCH OPTIONS:<br /><ul><li>Almost all will use the internet for their wedding research (99%)
  35. 35. On average the internet is used for wedding research 10 times per week
  36. 36. The majority do not look to celebrity weddings for inspiration (81%)
  37. 37. Most brides-to-be are using the internet to help them find a wedding dress (75%)</li></li></ul><li>REGISTRY SOLUTIONS:<br /><ul><li>A large percentage will opt for a gift registry (45%)
  38. 38. 72% of respondents said they would prefer to make their gift registry choices online if they have the option to do so
  39. 39. 45% of to-be-weds plan to ask guests to make a gift of cash</li>

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