Top dog "Schöner Wohnen" is the most important advertising medium for living and design shops
News of 2015-11-26, of Anja Beckmann
Design customers count the magazine "Schöner Wohnen" to their favorites: 45 percent of the respondents read the medium, another 17 percent have subscribed to it. Some popular alternatives to the classical journal are interior blogs and newsletters of shops. And: Authenticity is required. This is the result of a survey of Connox, one of the leading online shops for design furniture and home accessories, among more than 1.600 customers.
Those who are interested in living and furnishing, reads design or architectural magazines: More than half of the surveyed customers subscribed to at least one magazine, that revolves around furnishing, home, garden or architecture. More than 93 percent read at least occasionally living or architectural magazines. Favorite magazines of women include the "Schöner Wohnen" (70%) "Living at home" (52%), "Elle Decoration" (38%) and "A & W architecture & living" (36%). The men read the H.O.M.E. (44%), AD Architectural Digest (42%), and "A & W architecture & living" (34%) in addition to the “Schöner Wohnen” (48%). The popularity list also hosts the following magazines: "Houses", "Landlust", "Living idea" and "ZuhauseWohnen".
Authenticity beats high-gloss photos
Especially real living situations are of interest to the consumer, they prefer them compared with glossy photos of luxury apartments. Home design customers are inspired by pages like SoLebIch.de and Houzz in addition to interior blogs and shop newsletters. They convince with authenticity and personality.
Anyone who reads his magazine online, mainly uses the Tablet PC. The majority however, 84 percent, prefer printed magazines. The willingness of paying their price is much higher here: 55 percent of those surveyed would spend 41 euros and more per year for an annual subscription. Only eight percent would invest this amount in a digital subscription. Isabell Kleina, marketing manager of the home design shop connox.de explained it this way: "People wanting to read a magazine, attach importance to touchable browsing and don’t want to spend more time online if possible. Those who choose spending more time in front of a screen at home instead, search for free information offers about living and furnishing. Blogs are always more professional and communities offer the possibility to consumers of exchanging with others and being inspired."
1.643 women and men participated in this survey.
Graphs can be downloaded by journalists and media representatives in here (German graphs).
About Connox ( www.connox.com ) Connox is one of the leading online shops for interior design. The company based in Hannover has a huge assortment of awarded design objects, design classics and other pretty things for homes in the online shop connox.de - including more than 20,000 selected products from the premium segment. The customer is focussed in the daily work of the 100 employees. The customer will benefit from a high quality service, direct contacts and a modern shop, based on his habits. The in-house developed SaaS solution "EC suite", enables high technologic flexibility and grants the newest safety standards.
Tel.: + 49 (511) 300341-38
Find further information about the company and our products in here .