Almost four-in-10 commercial radio listeners consider themselves to be ‘Fashion Forward’, or ahead of the game when it comes to what to wear.

The ‘Fashion Forward’ group of listeners consists of primarily females who are appearance driven, with a higher than average household income and ready to spend it on all things image and status-related. They are in a prime position to purchase fashion and accessories, skincare, tanning products, and cosmetics. The Fashion Forward group brings big opportunities to advertisers as they are regarded as information-hungry influencers who are seeking to receive and share advice among their inner circle and beyond.

These are the findings from Nielsen and Commercial Radio Australia’s latest Consumer & Media View (CMV) research report, which reveals that the Fashion Forward group of image oriented consumers are engaged by commercial radio, especially during the breakfast and afternoon prime-time slots. They listen to, trust and share what they hear on their favourite radio station.

This is in contrast to 62% of commercial radio listeners who identify themselves as ‘Fashion Idlers’, who prefer to wait and see if the trend takes off before trying out new clothes. The Fashion Idler group’s average yearly household income is approximately $10k less than that of the ‘Fashion Forward’. Fashion Idler’s are more likely to be taking on home duties, in a trade, a labourer or retired. Fashion Idler’s also have the highest representation of males aged 55+ and of retirees.

While the percentage of commercial radio listeners who are ‘Fashion Idlers’ is higher than ‘Fashion Forwards’, the purchasing behaviour is very different. ‘Fashion Idler’ consumers spend less in shopping centres, and are less likely to recommend a product to their friends.

IN VOGUE

Approximately 3.67 million (38%), commercial radio listeners identify themselves as ‘Fashion Forward’. This group is always the first to try out the latest trend, quite soon after it becomes available on the market. Of this group, 57% are female and 43% are male, with an average household income of $104,000 p.a. The Fashion Forward group holds the highest representation of females aged 18-24 and also has the highest average personal and household income. 

YOU ARE WHAT YOU WEAR

The ‘Fashion Forward’ group like to differentiate themselves from the crowd through clothing. They believe that designer labels will improve their image, and are highly style and appearance-driven. This group prefers to do research in-store, before purchasing an item online. They are more likely to be concerned about the delivery timeframe of online purchases, compared to the ‘Fashion Idlers’.

LATEST, MUST-HAVES OF THE SEASON

While approximately one quarter of both ‘Fashion Forward and ‘Fashion Idlers’ spend $101-$200 in shopping centres each week, ‘Fashion Forward’ consumers spend the most on entertainment. ‘Fashion Forward’ consumers will spend an average $66 on entertainment per week while ‘Fashion Idlers’ will spend an average of $54. Additionally, 67% of ‘Fashion Forwards’ are likely to spend more than $50 in a shopping centre each week.

FASHION IS WHAT YOU BUY, STYLE IS WHAT YOU DO WITH IT

‘Fashion Forward’ consumers are in a position to impact others’ purchasing behaviour. They are seen as influencers in fashion circles and are more likely to seek out and give advice on a range of clothes, products and services. They will not limit advice to fashion, instead will actively influence the rest of the population across categories such as eating out, gadgets, cosmetics, holidays, clothes, shoes and accessories, health and nutrition, and renovation.

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关于尼尔森

尼尔森控股有限公司（纽约证券交易所股票代码：NLSN）是一家全球性的测量和数据分析公司，为全球消费者和市场提供最全面、最可靠的信息。我们的方法是将尼尔森的专有数据与其他数据源相结合，帮助全球客户了解现在发生了什么、接下来会发生什么，以及如何根据这些知识采取最佳行动。90 多年来，尼尔森以严谨的科学态度和创新精神为基础，不断开发新的方法来回答媒体、广告、零售和快速消费品行业面临的最重要的问题，提供数据和分析服务。尼尔森是标准普尔 500 强企业之一，业务遍及 100 多个国家，覆盖全球 90% 以上的人口。欲了解更多信息，请访问 www.nielsen.com。

ABOUT COMMERCIAL RADIO AUSTRALIA

Commercial Radio Australia (CRA) is the national industry body for commercial radio in Australia with 260 FM, AM and DAB+ station members nationwide representing 99% of the commercial radio licensees on air. CRA has been instrumental in the successful rollout of DAB+ digital radio broadcasting in Australia and the Asia Pacific.