Presentation on theme: "Facing The Facts About Ageing “Hong Kong Women’s Attitude Towards Ageing And Wrinkles Survey” Speakers:Dr. Robert Chung / Ms. Karie Pang The University."— Presentation transcript:
Facing The Facts About Ageing “Hong Kong Women’s Attitude Towards Ageing And Wrinkles Survey” Speakers:Dr. Robert Chung / Ms. Karie Pang The University of Hong Kong Public Opinion Programme
Sample overview Objective To understand Hong Kong women’s attitude towards ageing and wrinkles Targets Women aged 35-60, who have used skin care products or services in the last 3 months, and have not worked in ad agencies or market research agencies DateAugust 15-18, 2003 OrganizationUniversity of Hong Kong Public Opinion Programme MethodTelephone interview through random sampling Successful response 534 people Success rate78.1% (based on qualified targets) Sampling error Less than 2.2%
Respondents’ worries about ageing Weight gain Wrinkles on face Inability to participate in activities that you used to do Question: On aging, will you worry about the following?
Almost 60% respondents believe maintaining a youthful look is important Not important Important Don’t know/hard to tell Question: How important do you believe in maintaining a youthful look? Successful samples: 534
Respondents think maintaining a youthful look can increase self-confidence, project a good impression and help with career and love life Question: Do you think a youthful look can... Successful samples: 534
Over 80% respondents want their face to look young for their age I want my face to look young for my age Successful samples: 534
Over 70% respondents will use skin care products / cosmetics / treatments to improve their facial appearance If necessary, I will use skin care products/cosmetics/treatments to improve my facial appearance Successful samples: 534
Almost 60% respondents have dynamic wrinkles Question: Which of the following statements best describes you? Successful samples: 534 No wrinkles when relaxed, but have wrinkles when making certain facial expression(s) such as laughing or frowning Have wrinkles when not laughing or frowning No wrinkles even when laughing or frowning Don’t know/hard to tell
Most respondents have their first wrinkle at 36-40 years old Question: At what age did your first wrinkle appear? Successful samples: 356 (those with wrinkles)
Crow’s feet, frown lines on forehead and between eyebrows are the most common types of wrinkles Question: Do you currently have the following wrinkles? Successful samples: 356 (those with wrinkles)
Successful samples: 534 Answer “Ho Sou Sun” with prompt Answer “Ho Sou Sun” without prompt 73% Question: Among the male celebrities, who do you think has the most wrinkles/frown lines on forehead? Over 70% respondents think Ivan Ho Sou Sun has the most wrinkles on forehead
Over 30% respondents think if Ho Sou Sun’s wrinkles appear on their face, they’ll look more than 10 years older Question: If his (Ho Sou Sun’s) wrinkles appear on your face, how many years older do you think you will look? Successful samples: 385 (those think Ho Sou Sun has the most wrinkles on forehead) 33%
30% respondents have tried to reduce their wrinkles Successful samples: 534 Question: Have you even tried to reduce your wrinkles by any means?
Respondents think collagen is the most effective method for reducing wrinkles Question: Do you think the following methods can reduce wrinkles? Successful samples: 160 (those who indicated they have used means to improve their wrinkle condition); multiple responses
Most respondents think maintaining a youthful look is not only a matter of self reassurance, but a way to maintain competitive in women’s work and love life. Most respondents have wrinkles, and they think wrinkles would significantly make them look older. They have strong desire to maintain a youthful look. There are different ways of treatments available in the market. Yet, respondents are innocent on different anti-wrinkle treatments. This implies more education is required for women - - they should know the pros and cons of different treatment options and have their “informed choice”.