More than 3.7 million Australians identify as being image-conscious, up 3.5 per cent year-on-year. The group is a powerful audience segment for advertisers as they are more willing to spend on premium items and influence those around them, taking inspiration from printed media to drive purchase decisions.
Image-conscious Australians are more than twice as likely to describe themselves as affluent and have the disposable income to indulge. One in four are employed in white-collar professions and are 14 per cent more likely to report a household income of $120,000.
The millennial skew is even more impressive, with the more than one in three younger members of this segment in white-collar professions and are 53 per cent more likely to report a household income of $120,000.
More than 80 per cent of this highly-engaged group read state they read newspapers in print or online.
Image-conscious Australians are 48 per cent more likely to give advice and recommendations to family and friends about clothing, shoes and accessories; and 69 per cent more likely to make recommendations about beauty products. The millennials and Gen Z skews of this group are more likely to experiment with beauty products.
Food inspiration for more than half of image-conscious Australians is gathered from print media. The group is 55 per cent more likely to read newspapers and magazines and 40 per cent more likely to go to websites to get inspiration for their meals. They are also 25 per cent more likely to influence those around them with recommendations.