BPG Cohn & Wolfe Fashion, Beauty & Food Influencer Study on the Omnibus
Sample composition A total sample size of 1008 respondents was achieved. Nearly quarter of respondents (24%) were in the 25-29 age group, and 59% were male. In terms of nationality groups, Asian and Arab Expats formed the majority of the sample. Age Gender 18 to 24 14% 25 to 29 30 to 34 24% 19% 59% 41% Male Female 35 to 39 17% 40+ 26% Income Nationality 34% Emirati 14% 15% 17% 17% 17% Arab Expat 30% Asian 49% Below $1600 $1600 to $2665 $2666 to $5332 $5333 and Above Prefer not to say / Don't know Westerner Other 4% 3% Base: All Dubai Residents (479) 2
About 44% follow fashion & beauty bloggers and more than half follow food bloggers(53%) online Q1.Q1_grid. Do you follow influencers (e.g. bloggers, instagrammers ) online to know more about the following? Fashion & Beauty 44% 56% Yes No Food 53% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: All Adults (1008) 3
Huda Kattan, Joelle Mardinian, Ola Alfares, and Amina Shelbaya are the top mentioned fashion & beauty influencers. Q2. Who/which fashion & beauty blog/blogger do you follow? Huda Kattan Joelle Mardinian Ola Alfares Amina Shelbaya 4 Base: Those who follow fasion bloggers (447)
Other leading fashion and beauty influencers who were rated very highly in the study include Nadya Hassan The Fierce Diaries Lojain Omran Fouz Alfahad The Real Fouz 5
Like their fashion style (41%), They inspire my style (34%), and Beautiful photographs (33%) are the main drivers for people to follow fashion & beauty influencers Q3. What is it about these fashion & beauty influencer that attracts you to their site or encourages you to follow them? Please choose top 3 Like their fashion style 41% They inspire my style Beautiful photographs Have the latest trend 29% 34% 33% Frequent updates 25% Posts are creative 20% My friends follow them They are popular/have more followers They pay attention to their followers/fans Like their writing style 16% 14% 14% 13% Other 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Those who follow fashion & beauty bloggers (447) 6
Chef Manal Alalem, Chef Osama, and Gordon Ramsay are the top mentioned food influencers. Q4. Who/which food blog/blogger do you follow? Chef Manal Alalem Gordon Ramsay Osama Al Sayed Sanjeev Kapoor 7 Base: Those who follow food bloggers (532)
Other leading food influencers who were rated very highly in the study include Samantha Wood Foodiva Food Sheikh 8
9 Reviews & listings on Zomato - the restaurant and food finder application - plays a major role in dining decisions
It gives me cooking idea (45%), Like their cooking style (42%), and Beautiful photographs (33%) are the main drivers for people to follow food influencers Q5. What is it about these food influencer that attracts you to their site or encourages you to follow them? Please choose top 3 It gives me cooking idea Like their cooking style Beautiful photographs (appetizing, nice arrangement...etc.) Frequent updates Posts are creative They share the trendiest new places My friends follow them Like their writing style They are popular/have more followers They pay attention to their followers/fans 22% 22% 19% 16% 14% 14% 10% 33% 42% 45% Other 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Those who follow food bloggers (532) 10
Most follow fashion & beauty bloggers on Facebook (32%) and Instagram (24%). Most respondents follow food bloggers on Facebook (35%) and YouTube (26%). Q6.Q6_grid. Which channel do you use to follow them? Fashion & Beauty (n=447) 24% 6% 32% 18% 6% 13% 1% Instagram Twitter Facebook YouTube Pinterest Website/Blog Food (n=532) 13% 7% 35% 26% 3% 12% 4% Other Base: Those who follow any fashion or food blogger 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 11
Smartphone is most used to follow influencers, 77% use smartphone to follow fashion & beauty bloggers and 70% use it to follow food bloggers. While slightly more use laptop/desktop to follow food bloggers. Q7s.Q7s_grid. Which devices do you use to follow them? Fashion (n=447) 77% 24% 41% 2% Smartphone Tablet Laptop/Desktop Other Food (n=532) 70% 23% 45% 4% Base: Those who follow any fashion or food blogger 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 12
68% feel food bloggers influence their purchasing/dining decisions while 63% feel fashion & beauty bloggers influence them in terms of which brands to buy. Q8.Q8_grid. Do you feel the bloggers you followed influence your purchasing decisions? (e.g. brands to buy, restaurants to visit) Fashion (n=447) 63% 37% Yes No Food (n=532) 68% 32% Base: Those who follow any fashion or food blogger 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 13
71% will be interested in buying from a brand if their favorite fashion/beauty/food bloggers endorses it Q10. How interested would you be in buying from a brand if your favorite fashion/food bloggers endorses it? Extremely interested 24% 71% Somewhat interested 47% Neither interested nor disinterested 21% Somewhat uninterested 5% Extremely uninterested 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Base: Those who follow any fashion or food bloggers(643) 14