Wedding season on(line)
The spring-and-summer period is the hunting season for wedding inspiration. In April, nearly 860 thousand polish internet users sought wedding and reception ideas online, but it was May and August that saw the peak in popularity of this type of portals. Themed weddings have caught on, too.
Gemius has analysed data from the period between April 2013 and April this year. It turns out that May and August are the two months when interest in wedding websites is paramount (4.5 per cent of online traffic in May and August 2013). In contrast, February and November results hit the lowest values, not exceeding 2 per cent (1.6 per cent in February 2014 and 1.5 per cent in November 2013). In a yearly perspective, the interest in this kind of subjects grew by more than a third (from 2.9 per cent in April 2013 up to 4 per cent in April this year).
"Moreover, the recent years have seen an increase in the average age of women who enter wedding sites. Now it is individuals 21-35 years old rather than 19-28, as it used to be. The number of re-marrying people is growing, too - says Magdalena Barska".
Magdalena Barska, who runs the portal www.abcslubu.pl, says that customers are predominantly after advice and inspiration related to the bridal bouquets, gowns and hairstyles. "Increasingly popular are themed events and ready-made wedding ideas" the expert believes.
The analysis showed that the typical user visiting websites devoted to wedding tips, or containing ads concerning specialised photographers or bands is a woman between 20 and 30 years old, with incomplete higher education or a degree.
"Men constitute as little as 5 per cent of our clients" comments Magdalena Barska. "Moreover, the recent years have seen an increase in the average age of women who enter wedding sites. Now it is individuals 21-35 years old rather than 19-28, as it used to be. The number of re-marrying people is growing, too" Barska notices, and then adds that the young couples are now far more focused on details, wedding decorations and the quality of services. What is more, the number of guests invited to the receptions is decreasing.
The website most eagerly visited by the spouses-to-be is the wedding section of the portal kobieta.onet.pl (2.5 per cent of online traffic).
The data quoted originates from an international internet study measurement (gemiusAudience) conducted by Gemius in more than 35 countries. It aims to research into the number and demographic profile of internet users and the manner in which they utilize the web, audio and wideo content, as well as mobile applications. The study is perfomed according to Gemius proprietary hybrid methodology and in accordance with the ICC/ESOMAR international code of conduct.