universe:
Europe 61,327%; Americas 21,410%; Asia 14,101%; Oceania 2,305%; Africa 0,854%
demographics: audience profile of fashionoffice.org
field work period: 27 Dec 2003 - 15 April 2009
sample: 23.677 interviewed individuals
Additional Statistical Data: keywords, traffic sources, high-ranking pages...
fashionoffice.org/survey/2009/styletrends4-2009.htm

survey method:
1. qualitative pilot study with open questions to identify the main trends and desires
2. quantitative research with interactive online questionnaires
method of sampling: random sample
last data interpretation: 15 April 2009
realization:
trend research channels
styleradar.com, beautyradar.com

The Styletrends survey about the trendiest styles for moving from one place to another in capital cities shows that public transportation is with 43,75% preferred, followed by motor bike, scooter 31,25% and bicycle 12,50%.

At the same time, fashion users vote in the survey about 'Trendiest inspiration for Personal Style' that they preferably get inspired on the street, by art, design, and by 'me, myself'.

Another indication for the environmental friendly behaviour (public transportation) is the favorite usage of the mobile phone: from the Styletrends survey 1 July 07 - 9 March 08 we know that fashion addicted users use their phone for Multimedia Messaging Services (32%), followed by good old SMS (23%), and on 3rd place music (21%).

The new styles for transportation through capital cities do probably influence the success of mobile communication.

The trendiest styles for moving from one place to another in capital cities are...

43,75%

Have you ever got a boring call from a phone company about the usage of your mobile? Perhaps there have been too many interviews about mobile communication in the last years, because since the Styletrends survey (15 March 08 - 1 Aug 08) the onliners are not willing to speak about their phones any more.

Results from 1 July 07 - 9 March 08:
Multimedia Messaging Services (MMS) are the trendiest extra usage of mobile phones. Photo is still the trendiest extra usage of the mobile phone, followed by good old SMS, and on 3rd place music. Writing SMS and video became trendier in the last months; watch TV lost many percentages. This is a vote for running pictures, but perhaps against timed entertainment.

Where do Fashionistas get the trendiest information about fashion, design, beauty on the Internet? The users (Internet Communication survey: median age 21,878) have chosen as the trendiest online source for their personal style...

50%

The Internet is the big looser in this voting about the trendiest inspirations for the personal style. Once the media with the greatest authenticity for Fashionistas' style went behind the top-position to the 5th place!

Fashion people prefer to get inspired on the street, by art, design, and by 'me, myself'.

What has changed the behaviour of the users in the last months? Let's remember the results of the last voting: the online users had a strong active - interactive - approach to the creation of their own style: three of the five first ranked items "Internet", "myself", and "friends" are sources determined by the user himself and change in the moment he interacts.

Now, it looks like as if the users had left the interactive field: on the street they can watch others - but normally don't interact. The inspiring sources art, design won't react either. The only 'interactive' position in this ranking that left is 'me, myself'.

Do the users become weary of bringing in their own energy? An indicator for this assumption is that the active media Internet lost while in the same time passively useable media like TV or printed magazines grew.

street

20,83%
16%
8,7%
27,4%

art, design

16,67%
6%

me, myself

16,67%
14%
26,1%
3,6%

printed magazines

16,67%
14%
17,4%
21,1%

Internet

8,33%
18%
21,7%
14,9%

tv

8,33%
2%
8,7%
6,2%

friends

4,17%
12%
5,4%

music

4,17%
8%
4,3%

shops

4,17%
10%
13%
10,2%