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The Shape Report

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The Shape Report the shape report Australian and New Zealand Market Research March 2011 Revealing what men and women think about women’s bodies S H A P E S E N S A TIO N THE ART OF SHAPING 1 March 2011 CONTENTS executive S u MMARY ................................................................................... 3 1 . 0 B o dY S i Z e ........................................................................................... 4 1.1 Size of The average australian/New Zealand Woman . 5 1.2 What size are australian/New Zealand Women? . and What size Do They Want to Be?. 6 1.3 Bra size Comparisons. 7 2 . 0 B o dY S h A p e ........................................................................................ 8 2.1 How happy are Women With Their Bodies?. 9 2.2 Who Is happy With Their Body?. 10 2.3 Do Women Want to have a Different Body shape?. 11 2.4 How satisfied are australian/New Zealand Women With Their appearance? . 12 2.5 How Do Men Describe Women’s Bodies?. 13 2.6 Body types – how triumph Defines a Woman’s shape. 14 2.7 Body types – Women put Themselves In The picture. 15 2.8 What Do Men Like about The shapes?. 16 2.9 What Do Women & Men Want to Change about Women’s Bodies?. 17 2.10 What Factors Improve a Woman’s overall appearance?. 18 2.11 What Makes a Woman Feel Good?. 19 2.12 When Is The Best age For a Woman’s Body?. 20 2.13 How important Is Body Image? . 21 2.14 What Do Men admire In a Woman?. 22 2.15 Who Do Women Dress Up For? . 23 3 . 0 B o o bs an d bras ................................................................................ 24 3.1 How happy are Women With Their Breasts?. 25 3.2 What Do Women Think about Their Breasts? (and What Do Men Think?). 26 3.3 Attitudes towards Cleavage . 27 3.4 Female and Male attitudes to Why Women Wear a Bra. 28 3.5 Some Interesting Insights Into Women’s Lingerie habits. 29 3.6 How Women Feel about shapewear. 30 3.7 How Men Feel about shapewear. 31 3.8 Would Women Consider Breast surgery?. 32 4 . 0 w o M e N i N t h e M e d i A ......................................................................... 33 4.1 Which Celebrity portrays a positive, Confident Body Image?. 34 4.2 How Women Feel They are portrayed In The Media. 35 4.3 How Men Feel Women are portrayed In The Media. 36 4.4 What Is The #1 Issue surrounding Women’s Bodies in australia and New Zealand today. 37 4.5 What Women Think . some Issues and opinions From our respondents. 38 5 . 0 i N t e rna t i o na l c o M p ar i S o ns ............................................................ 39 5.1 How Does australian and New Zealand Women Compare to Their Counterparts around The World?. 40 – 42 c o N c lu S i o NS ............................................................................................ 43 Australian and New Zealand Market Research March 2011 2 The Shape Report EXECUTIVE SUMMARY R e S e arc h p u R p o S e Identify the size of the typical australian and New Zealand woman. To gain a uniquely australian and New Zealand perspective on women’s bodies . from a male and female perspective, and draw international comparisons. To identify what proportion of women fit into each of the classical body shapes . and which shapes are preferred by men! Get an up-to-date assessment of how australian and New Zealand women feel about body issues and how they are portrayed in the media. R e S e arc h M e t h o d Online research with 1,100 females and 535 males across australia and New Zealand. Sample was representative of the total population by state and age. Females who qualified to take part in the research: • Were aged between 18 and 55 years • 72% were in a relationship, 12% were looking for love and 16% were happy to be single • 60% had children All males who qualified to take part in the research: • Were aged between 18 and 55 years • Had a female partner • 60% had children Research was conducted between 8th and 23rd November 2010. 3 March 2011 1.0 Body Size 4 The Shape Report 1.1 Size of The Average Australian/ New Zealand woman 1 10 h e i G h t i N F e e t 10 0 e M e e R S e B e x to 9 0 e S S e B o i lo 8 0 h t G N K w e i i R 70 o v e h t h t G G w e i Y lt h 6 0 A w e i h e h t G w e i 5 0 R d e N u 1 . 3 6 1 . 5 2 1 . 6 8 1 . 8 4 2 . 0 0 h e i G h t i N M e t R e S Based on self- reporting, the average Aus/NZ woman is 164cm and 74kg. This falls within the ‘overweight’ category of BMI. 5 March 2011 1.2 What Size Are Australian/New Zealand women . And what Size do They want to Be? ? e size 6 3 Z size 6 6 i 4 1 1 size 8 20 size 8 1 1 R ’ S S e 19 size 10 3 1 N size 10 1 4 t 20 AR size 12 2 4 size 12 2 1 p FEMALES • OWN SIZE 1 8 size 14 1 2 S • size 14 1 4 l e 1 2 size 16 5 size 16 10 MA 10% DON’T 8 size 18 size 18 5 B U Y 2 KNOW TO e 4 size 20 size 20 3 L LY B U Y a M U L D L I K o o r 6 N W size 22 or above size 22 or above 4 AVERAGE SIZE IS 14 ESTIMATE PARTNER IS SIZE 12 PREFERRED SIZE IS 10 ESTIMATE AVERAGE WOMAN IS SIZE 12 - 14 Based on self reporting, 48% of women are size 14 or above but 57% would like to be no more than a size 10. Men are quite accurate at estimating the dress size of their partner. 6 The Shape Report 1.3 Bra Size comparisons e Z i a 9 S B 2 2 c u p C 2 6 50% OF MEN D 19 KNOW THEIR DD 1 4 PARTNER’S e 5 BRA SIZE F 3 G 1 e Z i 10 S 16 1 2 3 0 Single most popular 1 4 2 2 sizes are: 12B, 12C, 14C, 16 1 4 14D, 10B 1 8 8 20 + 8 7 March 2011 2.0 Body Shape 8 The Shape Report 2.1 How happy Are women with Their Body Shape? F E M A L E S - A R E Y O U H A P P Y W I T H YOUR BODY SHAPE? Y e S WOMEN ARE TOO HARD ON N o THEMSELVES! Only 30% of women are happy with their body shape and men know this, yet 79% of males enjoy their partner’s body shape. M A L E S - ARE YOU HAPPY WITH YOUR M A L E S - PARTNER’S BODY SHAPE? IS YOUR PARTNER HAPPY WITH HER BODY SHAPE? N o Y e S N o Y e S 9 March 2011 2.2 Who is happy with Their Body? Women in a relationship are happier with their bodies compared to those who are looking for love (32% vs. 24%) Women who haven’t NZ women are had children are happier with happier with their their bodies than bodies, compared to Australian women women who have. (35% vs. 30%) (35% vs. 28%) 18 - 24 year olds are least likely to want to change their body shape (although it’s still high at 73%) compared to 40+ year olds (85% want to change their body shape) 10 The Shape Report 2.3 do women want to have A different Body Shape? The majority of women would like to change their body shape 11 March 2011 2.4 How Satisfied are Australian/New Zealand women with Their Appearance? It’s important that your partner finds you attractive Women thinks it’s important that their partner finds them attractive Men and women agree . That You’re satisfied with women think it’s your overall appearance important their partner finds them Women are generally attractive . and satisfied with their yet they are not overall appearance satisfied with their F e M a L e s appearance. M a L e s 12 The Shape Report 2.5 How do Men describe women’s Bodies? F e MA l e S • OW N S i Z e t Y p ic a L a U s / N Z W o M a N p a rt N e r skinny 5 3 slender 1 4 1 8 Normal 2 5 45 average 2 2 2 4 Large 9 4 Voluptuous 10 2 Fat 2 4 overweight 7 1 Just right 6 47% of men describe their partner as normal or average, 26% as large, voluptuous or overweight and 19% as slender or skinny. Men perceive that there are more larger sized women around - 34% say that women in general are large, voluptuous, fat or overweight. However, the percentage of their own partners who fall into this category is 26%. Men see their partners with rose-coloured glasses! 13 March 2011 2.6 Body types – how triumph defines aw oman’s Shape BOTTICELLI Beautiful Botticellis are bottom heavy.
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