Page 1

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


Blk 1008 Toa Payoh North #07-11 Singapore 318996 main: (65) 6256 6201 fax: 6251 0348 www.crmedia.com.sg

AugustMan Readership  

Statistics etc

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