2018 READERS SURVEY RESULTSDumbo Feather

dumbofeather.com

Introduction

Dumbo Feather launched an annual readership survey for 2018 in partnership with G Adventures.

Over three months we ran a marketing campaign inviting people to take part in the survey for the chance to win a G Adventures Wellness Tour.

The campaign ran from 1 November 2018 – 31 January 2019 and consisted of the following advertising:

• Print – double page spread, inside back cover, Issue 57

• Online – advertising on dumbofeather.com

• eNews – advertising, sponsorship tiles

• Social media – Facebook, Instagram and Twitter

We received 651 responses with the following results...

Has Dumbo Feather inspired you to change your life in some way?

Tell us how in this year’s Reader Survey for your chance to win a Wellness Tour in Costa Rica.

Valued at $2299

ABOUT G ADVENTURESG Adventures is an adventure travel pioneer offering the

planet’s most awe-inspiring selection of affordable small-group tours, safaris and expeditions. Our award-winning

trips embrace authentic accommodation, exotic cuisine and local transport to put travellers on a first-name basis with the

planet’s people, cultures, landscapes and wildlife.

www.gadventures.com.au

Dumbo Feather’sReader Survey

Who are our readers?

Gender

Female

88.5%

Male

10.6%

201620172018

Under 18 35–4418–24 45–5425–34 55–69 70+

0%

5.2%

28.6%30%

23%

12%

1.4%

Age

have kids have pets51% 51%

201620172018

Up to $35,000 $35–60,000 $60–80,000 More than that Not stated

20% 19%22%

13%12%

Personal Income

201620172018

* Other: Includes occupations that fall into Not for profit, Medicine and Business

Occupation

Studied in the last 3 years

50%

Education 14.1%

Arts10.4%

Not for profit11.4%

Medical5.5%

Student4.6%

Media5.4%

Business5.5%

Design4.6%

Business owner 4.8%

Other* 13.8%

Legal2.6%

Finance4.1%

Hospitality2.3%

Architecture/Interior1.3%

IT0.3%

Government8.1%

201620172018

What makes our readers tick?

Select the statements that apply to you

I want to spend more time on myself 55.8%

I want to spend more time with my friends54.7%

I want to focus more on spiritual development 60.2%

I want to spend more time with my family 45%

I want to take an education course 32.6%

I want to a complete career change 25.3%

I want to focus more on my physical health 72%

I want to focus more on my mental health 59%

20172018

Concert 47.9%

Museum38.9%

Theatre 35.3%

Arts Festival 18.7%

Music Festival 21.4%

Film Festival 16.4%

Cinema 77.6%

Art gallery 64.1%

Which of these have you attended in the past three months?

20172018

Travelling/aide work

What I do now

Helping others/volunteering/fundraising

Being creative/photography/writing

Working outside/farming and farming near the sea/cooking

Studying

Health and wellbeing

Teaching

Living in the country

If money was no object, what would you be doing with your life?

believe their job is rewarding and a large part of who they are

26.6%

• Sustainability/environment/animal rights

• Plastic pollution/zero waste/permaculture

• Food/ Gardening/DIY

• Human rights (Indigenous/refugees/women/LGBTQIA)

• Business practice and leadership

• Creative arts

• Community development

• Social justice

• Health (activities/ageing/dying/mental health)

• Religion and spirituality

• Education

Tell us what you’re most passionate about

of readers enjoy traveling

73%

• Dumbo Feather

• On Being podcast

• Peppermint magazine

• The School of Life classes

• Brain Pickings blog

• Medium

• The psychology podcast

• Adventure podcasts

• Youtube

• Radio National podcasts

• All being well podcast

• Slow your home podcast

• Wardrobe crisis

• Seize the yay

• Sustainable Steph

Tell us your favourite magazines, websites, podcasts or anything that inspires you!

Which of these do you use regularly?

65.3%

67.4%

42.2%

10.9%

12.6%

love reading Australian content

love listening to podcasts

go online to find conversations that are difficult to find in real life

56.8%

41.8%

12.6%

201620172018

Which of the following products/services do you purchase based on how environmentally and socially responsible they are?

2018

Food products Clothing and footwear

Household products

(linen, cleaning)

Utilities (power, gas)

Super- annuation and other

investments

Cosmetic and personal care

Electrical devices/

appliances

Banking

92.2%

83.4%

74.6%70.9%

51.1%

40.6% 38.9%33.2%

How do they read Dumbo Feather?

Less than 6 months 6 months – 1 year 1 – 2 years 2 – 5 years 5 – 10 years Forever

How long have you been reading Dumbo Feather?

6.5%8.8%

19.8%

28.9%25.3%

9.7%

20172018

Book shop / Gift shop Cafe Newsagent Other*Internet Passed On / A friend

How did you discover Dumbo Feather?

7.5%

12%

8.6%

24%

34.6%

13.2%

*Other: Library, at an event

201620172018

Cover to cover Multiple timesOne or two conversations and then browse

Long form interviews

42.5%38.7%

7.1% 6.8%

How do you read each issue?

of our readers visit our website56%

201620172018

How do you access Dumbo Feather content?

Magazine E-newsFacebook PodcastWebsite Instagram

86%

23%30%

34%26% 28%

20172018

I follow DF on social media

I’ve given DF as a gift

I purchase DF from a

newsagent or shop

I’ve listened to a DF

podcast

I subscribe to the magazine

I read content on the DF

website

I subscribe to your e-news

I have attended a

DF event

Which of the following applies to you?

55.6%

46.9%

39.3%42.4% 41.2% 40%

30%27%

20172018

What do you do with your magazine when you’re done reading?

36.4% 37.6%

7.4% 9.7%5.4%

3.5%

Pop it on the shelf I don’t read the magazine

Read it again OtherPass it on Recycle it

20172018

Can you tell us a company you’ve seen advertised in Dumbo Feather

34% have purchased something from a brand featured in Dumbo Feather, from:

• Bank Australia• ecostore• The School of Life• Patagonia

• TOM Organic• Australian Ethical• G Adventures

• So excited to find others had ideas like me, and that people out there are living inspired lives, and that there’s such diversity and richness in their voices... Inspired me to seek them out, and honour my own inspiration. It gives me new perspective.

• Absolutely, it’s inspired me to think deeper about my decisions.

• I’m far more aware of my choices as a consumer thanks to Dumbo Feather. I get a lot of inspiration from the magazine and it has helped me redirect my career and focus.

• It’s helped me look at my relationships differently, and see positive ways to change the state of the planet.

• Be more mindful, support better business and people.

• Shop ethically.

• It has made me think more about what companys we associate our lives with and perhaps if we should make some changes.

How has Dumbo Feather inspired its readers to change their lives?

What issues would you like to read more about?

201620172018

Social enterprise53.9%

Ethical business54.4%

Environment50.8%

Community54.7%

Arts culture37.5%

Health & wellbeing55.6%

Justice/politics37.9%

Travel38.9%

• Young heros

• Everyday changemakers

• Indigenous voices

• Zero waste champions

• Leaders in womens empowerment

• Inspiring politicians

• Scientists and innovators

• Elon Musk, David Attenborough, Jedidiah Jenkins

Who should we interview?

“It would be amazing to profile young people. A section the specifically focuses on young people who may not have contributed extensively to their chosen field (yet!) but are on the path to extraordinary would be amazing. As a young person, sometimes the profilees seem a little un-relatable as they are so distinguished! I think it would be very inspiring to profile young people on the path to greatness - to have interviewees who are relatable, but also to give us hope for the future.”

“People working in ordinary professions, doing extraordinary things. Like palliative care nurses, teachers helping average students achieve more, people that play small roles contributing to bigger causes. Pacific islander community development workers doing things for their villages, towns, country. Small countries achieving big things.”

In summary, Dumbo Feather is...

“A reading experience that takes you beyond the veneer of everyday media into the lives of some great & inspirational people & organisations.”

“It’s not that you can’t put dumbo feather down, you do because you’re propelled into action.”

“Dumbo Feather is a snap shot of our times: meaningful, inspiring and showing the many colours of the human rainbow.”

“Receiving the gift of wisdom, strength and inspiration through reading another’s story.”

“A lifeline in an uncertain and often anxious time to thought provoking, insightful and humble people leading the way to a greater humanity.”

“Where you go when you need to be reminded of the real world and real purpose, when you need to find courage and strength and humanity.”

“A portable, mind expanding, heart swelling, thought provoking exploration of the human condition, anytime you want.”

“The sort of read you clutch to your chest in recognition of the beauty of humanity.”

“Dumbo Feather celebrates people, because people matter and everybody has a story worth telling.”

Miranda July, issue #54 Rick Ridgeway, issue #56Creating the next economy, issue #55 Osher Günsberg, issue #57

One year in covers