Media Release

11 August 2009

‘Couplets’ identified as a significant consumer market

In the late ‘80s it was all about marketing to DINKS (Double Income No Kids) – a demographic characterized by high disposable income free to be spent on extravagant, self-centred purchases due to the absence of children in a couple’s life. This week, an equally attractive target market has emerged via research released by SheSpot, a premium portfolio of websites that reach over 1.4million Australian women online.

Newly coined ‘couplets’, this demographic consists of young, engaged-to-be-married or recently wed couples who are about to embark on a new life together. This life stage brings with it considerable changes to the couple’s lifestyle and living arrangements and, out of necessity, results in a significant increase in spending influenced typically by the woman.

Conducted across Australia’s leading wedding website www.easyweddings.com.au with nearly 1,500 brides-to-be and newlyweds, the survey results reveal the purchasing behaviour that takes place in the lead up to a wedding and continues for 12 months after the nuptials.

Key areas covered by the research include:

•Buying intentions: pre and post wedding, across a wide range of categories from bed linen to home ownership

•Decision making process: including who within the couplet holds key responsibilities and the research resources they rely upon.

Purchase intentions before and after the wedding:

In the lead up to the wedding the list of things to buy is long, with bed, bath & kitchen the priority as couplets start to set up their new household. The spending plans don’t stop once they say “I do” – the shopping list evolves further with the couplet’s focus turning to bigger ticket items as living arrangements possibly change and they begin to plan for children.

The marketing appeal of the couplet is truly evident when their pre and post wedding purchase intentions are combined. Across most consumer categories, the couplet becomes a significant target.

Top 5 purchase intentions before and after the wedding:

1.Bed linens 61%

2.Cookware 52%

3.Kitchen appliances 51%

4.Bath linens 47%

5.Sofa/couch 41%

With significant numbers also intending to purchase the following items:

–Auto 35%

–Television 32%

–Digital camera 26%

–Video camera 24%

Survey respondents reported with genuine excitement the desire to create a “home” that was bigger, better and symbolises a new, fresh start. This includes replacing old second hand items with new and flows over into the couplet’s living arrangements. Almost 40% of couplets plan to change their living situation within 18 months of their wedding. Of those changing, 24% will do so immediately and 43% will do so within the first 6 months of marriage. 54% expect to purchase a new home, while 21% plan to build one.

Starting a family

The importance of children to this demographic is clear and, despite the survey timing, eclipses the weight put on marriage. 89% enter this phase with a plan for when they will start a family, with 27% wanting to start immediately and nearly half intending to do so within 12 months of their wedding.

Research conducted by SheSpot’s parent company www.Kidspot.com.au in May this year (n=3k) demonstrated the impact that motherhood has on a woman’s purchase behaviour. In this instance 65% of respondents reported that they had reconsidered the brands they purchase since becoming a mother.

Decision making

Although some respondents share research and purchasing responsibilities with their fiancé/spouse, the key influencer for marketers across all couplets is the female. 86% of couplet women shop and research pre and post wedding purchases online and 32% do it jointly with their fiancé/husband. In 25% of couplets, she does all of the online shopping/researching herself.

She goes into marriage with a very positive view of joint decision making and believes that most topics will be relatively easy to decide together. Financial decisions, automobiles and family dominate the “less” easy decisions, with the “hardest” joint decision of all being managing everyday spending. Despite less confidence here, nearly half choose to merge their bank accounts once married – with another 15% undecided.

Reaching the influencer

How do you get in front of her? Australian brides-to-be tend to consult a minimum of 5 or 6 sources in preparation for their wedding, with wedding websites and magazines relied upon the most (96% and 81% respectively). Parents and friends are consulted by 2/3, while bridal shows attract 50%.

Easy Weddings Managing Director Matt Butterworth believes the appeal of wedding websites lies in the current and comprehensive content, time-saving planning tools and online community.

“We’ve all seen the increasing benefits of transferring certain tasks and interests online. Now we see the shift of weddings being primarily organized online, moving away from the traditional magazine and expo, to something that is much more interactive. Brides can now plan their entire day, including, building a wedding website, managing a guest list, controlling the budget and sharing their experience with 1000s of other brides, friends and family in real time. Wedding planning has become much more sociable and accessible.”

Commenting on the findings, Katie May CEO of Kidspot Pty Ltd (parent company of SheSpot) said that wedding arrangements are only a small part of the spending spree that couplets embark on during this period:

“A bride-to-be or newlywed wife, a subset of the 18- to 39 year-old Australian female population, enters a phase defined by big decisions, big changes and significant spending. Once engaged, she enters a 2-3 year period of planning a wedding, setting up her household, and having a baby -- all of which motivates her to spend on brands, goods and services opening up a whole new consideration set and presenting a great opportunity for marketers to become part of her household.”

Key findings - Charts (all charts available upon request: contact us)

1. Combined purchase intentions before and after the wedding:

2. Planned changes to living situation:

3. Purchasing responsibilities:

4. Managing finances:

5. Starting a family:

6. Wedding resources used by couplets:

ENDS

For further information or to arrange an interview with Kidspot CEO, Katie May please contact:

Natalie Mactier

Kidspot.com.au Pty Ltd

Ph 03 9697 0855

Email – nmactier@kidspot.com.au

About the Survey:

The survey was conducted in July 2009 with 1,481 brides and newlyweds, to learn more about their planning, purchasing and decision making in the lead up to their wedding plus the subsequent 12 months.

Results were collated via online survey intercepts, invitations to visitors and subscribers plus current and previous database members of: www.easyweddings.com.au

Respondent profile:

•100% female

•Engaged or newlyweds:

  –64% engaged

  –33% newlyweds - married in the previous 12 months

  –3% planning to get engaged

•96% aged 18-39 years:

  –64% aged 25-39 years of age;

  –32% aged 18-24 years

About SheSpot.com.au Pty Ltd

SheSpot offers a straightforward way to reach 1.4M Australian women via premium independent websites

•SheSpot is 100% owned by Kidspot, the #1 website for parents in Australia and NZ

•SheSpot focuses exclusively on reaching women in Australia

•For more information visit www.shespot.com.au

About Easy Weddings

www.easyweddings.com.au is the leading wedding website in Australia. Easy Weddings has 100,000+ visitors per month, 30,000 brides planning current weddings and 2000 wedding suppliers from across the country. With its interactive wedding tools, information and community, Easy Weddings is the place to be for those involved in planning a wedding in Australia.

2007 Australian wedding statistics:

•Total registered marriages - 116K

•Previous marital status:

–Never married:  91K (79%)

–Widowed: 2K

–Divorced: 23K

–Total: 116K

•Median age of

–Never married:  27.6

–Widowed: 55.8

–Divorced: 41.9

–Overall: 29.3

•Total women aged 20-39 years married in 2007: 96K

•Total women aged 25-39 years married in 2007: 72K