Post on 04-May-2018
transcript
Fashion, Beauty & Food Influencer Study on the Omnibus
BPG Cohn & Wolfe
2
Base: All Dubai Residents (479)
Sample composition
14%
24%
19%
17%
26%
18 to 24
25 to 29
30 to 34
35 to 39
40+
Age
59% 41%
Gender
Male
Female
34%
15% 17% 17% 17%
Below $1600 $1600 to $2665 $2666 to $5332 $5333 and Above Prefer not to say /Don't know
Income
14%
30%
49%
4%
3%
Emirati
Arab Expat
Asian
Westerner
Other
Nationality
• A total sample size of 1008 respondents was achieved. Nearly quarter of respondents (24%) were in the 25-29 age group, and 59% were male.
• In terms of nationality groups, Asian and Arab Expats formed the majority of the sample.
3
About 44% follow fashion & beauty bloggers and more than half follow food bloggers(53%) online Q1.Q1_grid. Do you follow influencers (e.g. bloggers, instagrammers ) online to know more about the following?
53%
44%
47%
56%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
Food
Fashion & Beauty
Base: All Adults (1008)
4
Huda Kattan, Joelle Mardinian, Ola Alfares, and Amina Shelbaya are the top mentioned fashion & beauty influencers. Q2. Who/which fashion & beauty blog/blogger do you follow?
Huda Kattan Joelle Mardinian
Ola Alfares Amina Shelbaya
Base: Those who follow fasion bloggers (447)
5
Other leading fashion and beauty influencers who were rated very highly in the study include…
Nadya Hassan
The Fierce Diaries
Lojain Omran Fouz Alfahad
The Real Fouz
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Like their fashion style (41%), They inspire my style (34%), and Beautiful photographs (33%) are the main drivers for people to follow fashion & beauty influencers
Q3. What is it about these fashion & beauty influencer that attracts you to their site or encourages you to follow them? Please choose top 3
1%
13%
14%
14%
16%
20%
25%
29%
33%
34%
41%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
Like their writing style
They pay attention to their followers/fans
They are popular/have more followers
My friends follow them
Posts are creative
Frequent updates
Have the latest trend
Beautiful photographs
They inspire my style
Like their fashion style
Base: Those who follow fashion & beauty bloggers (447)
7
Chef Manal Alalem, Chef Osama, and Gordon Ramsay are the top mentioned food influencers. Q4. Who/which food blog/blogger do you follow?
Base: Those who follow food bloggers (532)
Chef Manal Alalem Gordon Ramsay
Sanjeev Kapoor Osama Al Sayed
8
Food Sheikh
Other leading food influencers who were rated very highly in the study include…
Samantha Wood
Foodiva
9
Reviews & listings on Zomato - the restaurant and food finder application - plays a major role in dining decisions
10
It gives me cooking idea (45%), Like their cooking style (42%), and Beautiful photographs (33%) are the main drivers for people to follow food influencers Q5. What is it about these food influencer that attracts you to their site or encourages you to follow them? Please choose top 3
0%
10%
14%
14%
16%
19%
22%
22%
33%
42%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Other
They pay attention to their followers/fans
They are popular/have more followers
Like their writing style
My friends follow them
They share the trendiest new places
Posts are creative
Frequent updates
Beautiful photographs (appetizing, nice arrangement...etc.)
Like their cooking style
It gives me cooking idea
Base: Those who follow food bloggers (532)
11
Most follow fashion & beauty bloggers on Facebook (32%) and Instagram (24%). Most respondents follow food bloggers on Facebook (35%) and YouTube (26%). Q6.Q6_grid. Which channel do you use to follow them?
13%
24%
7%
6%
35%
32%
26%
18%
3%
6%
12%
13%
4%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
YouTube
Website/Blog
Other
Food (n=532)
Fashion & Beauty (n=447)
Base: Those who follow any fashion or food blogger
12
Smartphone is most used to follow influencers, 77% use smartphone to follow fashion & beauty bloggers and 70% use it to follow food bloggers. While slightly more use laptop/desktop to follow food bloggers. Q7s.Q7s_grid. Which devices do you use to follow them?
70%
77%
23%
24%
45%
41%
4%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Smartphone
Tablet
Laptop/Desktop
Other
Food (n=532)
Fashion (n=447)
Base: Those who follow any fashion or food blogger
13
68% feel food bloggers influence their purchasing/dining decisions while 63% feel fashion & beauty bloggers influence them in terms of which brands to buy. Q8.Q8_grid. Do you feel the bloggers you followed influence your purchasing decisions? (e.g. brands to buy, restaurants to visit)
68%
63%
32%
37%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Yes
No
Food (n=532)
Fashion (n=447)
Base: Those who follow any fashion or food blogger
14
71% will be interested in buying from a brand if their favorite fashion/beauty/food bloggers endorses it Q10. How interested would you be in buying from a brand if your favorite fashion/food bloggers endorses it?
3%
5%
21%
47%
24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Extremely uninterested
Somewhat uninterested
Neither interested nor disinterested
Somewhat interested
Extremely interested
Base: Those who follow any fashion or food bloggers(643)
71%