The definitive men’s journal
Readership Profile
man
for a gentleman of style, substance and success
contents Messenger bag by Bally, $1,400; belt by Montblanc, $315; sunglasses by Police, from $253; shoe by Boss Black, $729; tie by Alfred Dunhill, $200; Da Vinci Vintage watch by IWC, $6,938
Readership profile 02
dEMOGRAPHICs
08
rEADING HABITS
12
Travelling habits
14
Shopping habits
22
Leisure habits
AUGUST MAN READERSHIP PROFILE 1
demographics August Man offers insights into all aspects of life, from updated fashion trends to great investment tips and health and living.
LEFT TO RIGHT: T-shirt by Alfred Dunhill; jeans by Gant; belt by Energie; shoes by Hogan Shirt by Louis Vuitton; jeans by Alfred Dunhill; belt by Gant; shoes by Hogan; vest by Crocodile T-shirt, Evisu jeans and shoes, all by Puma; belt by Louis Vuitton Jeans by Energie; sweater and shoes by Puma; belt by Louis Vuitton Evisu jeans by Puma; buttonup vest by Gant; trenchcoat by Louis Vuitton; shoes by Tod's
Blazer by Louis Vuitton; sweater by DKNY; shirt by Burberry; jeans by Paul Smith; bracelet by Tod’s
2 AUGUST MAN READERSHIP PROFILE
Shirt and tuxedo by Pimabs; bow tie by Ermenegildo Zegna; pocket square by Lanvin; watch by Ebel
The August Man reader is successful, well-educated, and seeking to enrich himself with the best that life has to offer.
AGE ■ 25 to less than 35
■ 35 to less than 45 ■ 45 and above ■ Below 25
45%
97% are aged 25 and above
36%
16%
3%
NATIONALITY/ WORK STATUS ■ Singaporean
■ Singapore PR
83%
■ Foreigner, working
94% are Singaporean or Singapore PR
11%
6%
AUGUST MAN READERSHIP PROFILE 3
ethnicity ■ Chinese
■ Eurasian ■ Indian ■ Malay ■ Others
89% are chinese
89%
2% 2% 2%
5%
marital status ■ Single
■ Married, with no kids
46% are single
■ Married, with kids
46%
■ Divorced/ Separated/ Widowed
14%
37%
3%
type of property currently living in among all readers ■ Landed Property (Owned/ Mortgage) ■ HDB (Owned/ Mortgage) ■ Rented
15% 25% 40% are currently living in
COndo/Apartment or landed property 4 AUGUST MAN READERSHIP PROFILE
■ Condo/ Apt (Owned/ Mortgage)
49%
11%
Education Level ■ Post Grad or above
■ Graduate/Degree ■ A Levels/Diploma ■ O Levels
26%
74% are Graduates or Post Graduates
48%
20%
6%
Occupation
■ Self-employed ■ Professional (e.g. Doctor, Lawyer) ■ Executive/Supervisor/Officer ■ Manager/Dept Head ■ Owner/Partner ■ CFO/Treasury/Company Secretary/Controller ■ Director/GM/VP ■ CEO/Chairman/President/MD ■ Others
6% 22% 74% are PMEBs
20%
ANNUAL PERSONAL INCOME ■ S$121k & above
51%
29%
■ S$81k – S$120k
22%
22%
4% 2% 15%
■ S$40k – S$80k
4% 5%
■ Below S$40k
41%
8%
have an annual personal income S$81,000 or more AUGUST MAN READERSHIP PROFILE 5
demographics Automobiles, gadgets and all manner of electronics are essentials for every gent. Our staff test and review the latest cars and products, offering honest and intelligent reviews for our readers.
Car ownership among all readers ■ Yes (Below 1600cc)
■ Yes (1600cc – <2000cc)
■ Yes (>2000cc)
19%
■ Yes (No feedback on cc)
■ No car
Top 5 brands for <1600cc: Toyota 18% Honda 16% nissan 15% mitsubishi 11% volkswagen 7%
20%
Top 5 brands for 1600cc – <2000cc Honda 24% toyota 16% audi 7% mercedes-benz 7% bmw 6%
30%
Top 5 brands for >2000cc bmw 18% honda 12% lexus 11% nissan 9% toyota 9%
3%
28%
6 AUGUST MAN READERSHIP PROFILE
Do not drive
In good or difficult economic climates, opportunities for investments and securing oneâ&#x20AC;&#x2122;s financial interest are ever present. Our financial experts never fail to deliver the smart way to make your dollars work harder for you.
Financial products/ investments currently own
86%
Life Insurance
72%
Medical Insurance
58%
Shares/Securities/Bonds
57%
Fixed Deposits
51%
Mutual Funds/Unit Trusts
37%
Real Estate
23%
Foreign Exchange
19%
Other Investments
Commodities
16% 12% 6%
Art/Antiques
Warrants/Derivatives
AUGUST MAN READERSHIP PROFILE 7
Reading habits We keep our readers looking forward to each issue with in-depth interviews with inspiring cover personalities, witty and thought-provoking stories that offer insightful perspectives. Interviews with pop culture celebrities to unexpected individuals, we celebrate the success of the every man. length of readership ■ >12 months
■ >6 to12 months ■ 1 to 6 months ■ First time reader
21% 19% 40% have been reading for
40%
20%
more than 6 months
FREQUENCY OF READING ■ Sometimes, when the cover catches my attention
27%
8 AUGUST MAN READERSHIP PROFILE
13%
■ Every other issue
60%
60% read every issue
■ I’ll read every issue
NUMBER OF PEOPLE READING 1 COPY ■ 5 & above
■4
■3
■2 ■1
19% 6% 24% 85% share their copy with 1 or more person(s)
36%
15%
NUMBER OF HOURS SPENt READING EVERY ISSUE ■ >2 hours
■ 1 – 2 hours
29%
■ <1 hour
51%
80% spend 1 or more hours reading every issue
20%
AUGUST MAN READERSHIP PROFILE 9
Reading habits Our readers are interested in all aspects of menâ&#x20AC;&#x2122;s lifestyle, from how to look sharp to keeping healthy and appreciation of great design concepts.
top 3 areas of interest: All readers (n=327)
61%
[ fashion ]
51%
[ timepieces ]
43%
[ travel ]
AUGUST MAN READERSHIP PROFILE 11
Travelling habits Travel is an essential part of our life. We offer the insider’s perspective on interesting travel destinations, giving underground knowledge to destinations of choice so our readers can have a travel experience bar none. Destinations travelled to or intend to travel to for international business trips ■ Last 12 months (%) ■ Next 12 months (%)
86%
Asia
48% 41%
China
34% 25%
Europe
29% 21%
Australia
18% 15%
North America
17% 7%
Middle East
10% 3%
Central/South America
6% 4% 4% 1% 1% 12 AUGUST MAN READERSHIP PROFILE
Others
Africa
52% of readers have made 4 or more international trips for business and leisure in the past 12 months.
No. of international business & leisure trips made in past 12 months
45%
[ 1 to 3 ]
29%
52%
[ 4 to 8 ]
23%
[ above 8 ]
3%
[ none ]
AUGUST MAN READERSHIP PROFILE 13
SHopping habits
14 AUGUST MAN READERSHIP PROFILE
The top 3 items that readers intend to buy/renew in the next 12 months are timepieces (51%), mobile phones (47%) and skincare products and fragrances (43%) Own or intend to buy/renew in the next 12 months â&#x2013; Own (%) â&#x2013; Intend to buy/renew (%)
76%
Timepieces
51%
88%
Mobile Phones
47%
76%
Skincare Products & Fragrances
43%
80%
Leather Bags, Wallets & Luggage
41%
83%
Computer/Notebooks & Accessories
38%
69% 50% 72%
Apartments
28%
Cars
26%
59% 47% 53%
Formal Wear
30%
Home Entertainment Systems
26% 25%
10%
21% 29% 17% 23% 15%
Interior Furnishings
3%
2% 10% 6% 17%
Jewellery Private Club Memberships Arts/Antiques Yachts/Boats N/A
AUGUST MAN READERSHIP PROFILE 15
SHopping habits Our readers are high income earners with disposable income and a belief in dressing for success. As such, they are willing to spend on themselves.
number of watches currently owned by A reader ■ 1 to 3
■ 4 to 6 ■ 7 to 10 ■ 11 & above
49%
51%
29%
13%
9%
of all readers have at least 4 watches
maximum expenditure on a luxury timepiece
■ >$30,001 ■ $10,001 – $30,000 ■ $5,000 – $10,000 ■ <$5,000
6% 20% 40% 66% of them are willing to spend $5,000 or more on a
34%
luxury timepiece
maximum expenditure on fashioN ■ >$2,001
■ $1,001 – $2,000
■ $500 – $1,000
■ <$500
10% 10% 35% 55% are willing to spend $500 or more on fashion
45%
AUGUST MAN READERSHIP PROFILE 17
SHopping habits
18 AUGUST MAN READERSHIP PROFILE
MAXIMUM expenditure ON MOBILE PHONE ■ $1,001 – $3,000 ■ $500 – $1,000 ■ <$500 ■ >$3,001
14% 57% 71% ARE WILLING TO SPEND $500 OR MORE ON a MOBILE PHONE
27%
2%
maximum expenditure on GROOMING PRODUCTS ■ >$501 ■ $200 – $500 ■ <$200
■ N/A
10% 43% 53% are willing to spend $200 or more on
46%
1%
GROOMING PRODUCTS
maximum expenditure on SPA/GROOMING SERVICES ■ >$501
■ $200 – $500
■ <$200
■ N/A
15% 35% 50% are willing to spend $200 OR MORE ON
47%
3%
SPA/GROOMING SERVICES
AUGUST MAN READERSHIP PROFILE 19
SHopping habits
20 AUGUST MAN READERSHIP PROFILE
Maximum expenditure on Computer/Notebook & Accessories ■ $4,001 & ABOVE ■ $2,000 – $4,000 ■ BELOW $2,000 ■ N/A
10% 66% 76% ARE WILLING TO SPEND $2,000 OR MORE ON COMPUTER/
23%
1%
NOTEBOOK & ACCESSORIES
maximum expenditure on CAR
■ $501K & ABOVE ■ $201K – $500K ■ $100K – $200K ■ Below $100K ■ N/A
2% 10% 46% 58% are willing to spend $100,000 or more on a car
37%
5%
maximum expenditure on home entertainment system
■ $10,001 & ABOVE ■ 5,001 – $10,000 ■ $2,000 – $5,000 ■ Below $2,000 ■ N/A
3% 13% 45% 61% are willing to spend $2,000 OR MORE ON A home
33%
6%
entertainment system
AUGUST MAN READERSHIP PROFILE 21
leisure habits
22 AUGUST MAN READERSHIP PROFILE
A well-rounded lifestyle completes the August Man. We offer new ways to lead a healthy lifestyle, from outdoor sports to health tips when exercising. Leisure/ Sports activities enjoyed by all readers
61%
54%
38%
25%
24%
22%
17%
15%
2%
Gym/Weight Training/Aerobics
Outdoor Sports
(e.g. running, cycling, rock climbing)
Water Sports
(e.g. swimming, dragon boating, skiing, sailing)
Racket Sports
(e.g. Tennis, badminton)
Team Sports
(e.g. football, basketball, volleyball)
Golf
Mind/Body Programmes
(e.g. Yoga, pilates, tai chi)
Motoring
N/A
AUGUST MAN READERSHIP PROFILE 23
leisure habits August Man readers enjoy a modern urban lifestyle, from visiting the hottest spots in town to appreciating modern culture. Entertainment/ Cultural activities enjoyed by all readers
Type of alcoholic drinks consumed by readers Wine
Movies
86%
79%
Beer
Wine & Dine
54%
68%
Musical/Theatre/Play
Spirits
Cocktail Party/Clubbing
Champagne
49%
48%
29%
46%
Fashion Show/Watch Events
38%
Art/Cultural Events & Exhibitions
35%
Pop/Rock/Concert
31%
Gaming
21%
N/A
4%
readers’ feedback
“The content and layout of the magazine distinguish it from other men’s magazines.” Ray Choon
“Keep up the insightfulness...” Richard S. Hu
I have never read such a thoughtfully put together men’s magazine... August Man is a magazine men read cover to cover.... for the men who care for their style, their career and their world.” Colin Lieu
“The magazine truely captures the zeitgeist of the 21st century male; striking a fine balance between the ageold perceptions of male masculinity and embracing the unadulterated ambivalence of being part of the new male renaissance.” Milton Wong
“I have not enjoyed reading a magazine for a long time and August Man is filled with substance... you guys won me over with your sincerity in coming up with this magazine” Vincent Teo
“Thanks to August Man for introducing me to the world of luxury watches.” Danny Quah
“...the right blend of articles on fashion, travel, sports and lifestyle...” Keith Tay
“..I think I have made a good decision ‘investing’ in August Man” F. Legaspi
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