Digital Bride Research 2009
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This document discusses findings from a survey of Australian brides and grooms who are planning weddings. Some key points: - Over 118,000 weddings took place in Australia last year, representing a $5 billion industry. Weddings are mostly planned by young, urban professionals with an average household income of $59,000. - The most popular months for weddings are October, March and November. Nearly half of couples are paying for the wedding themselves while parents often contribute to specific items like the reception or alcohol. - Brides and grooms heavily rely on the internet to research and plan their weddings, visiting wedding sites an average of 10 times per week. Most will have a reception separate from
Digital Bride Research 2009
- 3. THE BRIDAL MARKET:118,756 weddings took place in Australia last yearAverage cost of a wedding $49,000
- 4. $5 billion+ per annum business
- 5. Big budget, one-time event
- 6. Year-round business2Source: ABS 2008, Cost of Love Survey
- 7. PREDICTABLE AND REPLENISHING:Year long opportunity with 100% refreshMONTHLY DISTRIBUTION OF WEDDINGSSource: The Digital Bride Survey, September 2009, Key Research Pty Ltd3
- 8. SIGNIFICANT ASSOCIATED SPENDING:Incredible Buying Power forbig budget, one-time eventTOTAL WEDDING SPEND$5 BILLION+spent on weddings annuallySource: The Cost of Love Survey (Australia) 2008
- 9. THE DIGITAL BRIDE Online survey conducted in September 2009
- 10. Recruitment via TheKnot.com (Australian users) and TheKnot.com.au email newsletters + industry email newsletters
- 11. 894 Respondents
- 12. Across 2 weeks
- 13. Average time to complete survey: 13 minutes
- 14. Prepared by Key Research Pty LtdAustralian To-Be-WedsWho they are
- 15. THE KNOT CONSUMER:TO-BE-WEDS WHO ASPIRE TO HAVE A DREAM WEDDINGThey are young, professional women on high personal incomesThey are heavy users of the internet when it comes to researching and planning their weddingThey were in steady relationships for 3.5 years on average before becoming engaged* Respondents had been engaged for 9 months at time of research
- 17. Live with their partner only (69%)
- 18. Live in metropolitan areas (79%)
- 19. In regular employment (80%)
- 20. Have an average income of $59k
- 21. Are likely to be employed in a managerial position (52%)ATTITUDE AND BEHAVIOUR:Considered eloping!StylishWell-groomedWedding band - brides 99%Planning the wedding themselvesBRIDE-TO-BE Average age: 27.9GROOM-TO-BE Average age: 28.2Will change surnameWedding band - grooms 94%28 years oldFather will give her awayurban-dwellerHoneymoon within 4 weeksHoneymoon overseasHigh stress levels
- 22. Australian To-Be-WedsWhat they need
- 23. PROPOSAL SEASON:The most popular months for proposals are:December (13%)July (10%)August (10%)
- 24. WEDDING SEASON:The most popular months for weddings are:October (17%)March (14%)November (14%)
- 25. BUDGET HELP:Just under half said their wedding party will pay for their own outfits (48%)
- 26. 35% of couples are paying for the whole wedding
- 27. The brides parents are still more likely to be paying for the reception (80%), with the grooms parents paying for alcohol (73%)STRESS RELIEF:Most to-be-weds are planning their wedding together (71%)
- 28. To-be-weds were most stressed about number of guests/who to invite, budget and my parents-in-law
- 29. Those who are paying for everything are significantly more likely to have considered eloping
- 30. 8% will engage a wedding plannerLOGISTICS AND ASPIRATIONS:99% of respondents plan to have a reception
- 31. Most will have their reception in a different location to the ceremony (55%)
- 32. Over half of respondents see their wedding as being Stylish and Casual-Elegant
- 33. To-be-weds who used the phrase Modern to describe their wedding were more likely to also select Stylish and GlamorousAustralian To-Be-WedsHow they plan
- 34. RESEARCH OPTIONS:Almost all will use the internet for their wedding research (99%)
- 35. On average the internet is used for wedding research 10 times per week
- 36. The majority do not look to celebrity weddings for inspiration (81%)
- 37. Most brides-to-be are using the internet to help them find a wedding dress (75%)REGISTRY SOLUTIONS:A large percentage will opt for a gift registry (45%)
- 38. 72% of respondents said they would prefer to make their gift registry choices online if they have the option to do so
- 39. 45% of to-be-weds plan to ask guests to make a gift of cash