Table 8: The various means of discovering and staying up to date on the latest fashion news and trends. Media Habits Total Friends On the Fashion Online Blogs Other: street magazines webzines Offline Count 6 18 25 19 25 1 94 Opinion Percentage 6.4 19.1 26.6 20.2 26.6 1.1 Leaders (%) Online Count 3 6 7 5 9 0 30 Opinion Percentage 10.0 20.0 23.3 16.7 30.0 0.0 Leaders (%) Offline Count 28 47 47 37 40 7 206 Opinion Percentage 13.6 22.8 22.8 18.0 19.4 3.4 Seekers (%) Online Count 2 4 4 3 5 0 18 Opinion Percentage 11.1 22.2% 22.2 16.7 27.8 0.0 Seekers (%) Count 4 7 7 3 3 5 29 Percentage Leaders/ 13.8 24.1 24.1 10.3 10.3 17.2 (%) Seekers Count 7 2 4 2 2 4 21 Missing Percentage Values 33.3 9.5 19.0 9.5 9.5 19.0 (%) Count 50 84 94 69 84 17 398 Total Total (%) 12.6% 21.1% 23.6% 17.3% 21.1% 4.3% 100.0%
Table 8: The various means of discovering and staying up to date on the latest fashion news and trends. Media Habits Total Friends On the street Fashion magazines Online webzines Blogs Other: Offline Opinion Leaders Count 6 18 25 19 25 1 94 Percentage (%) 6.4 19.1 26.6 20.2 26.6 1.1 Online Opinion Leaders Count 3 6 7 5 9 0 30 Percentage (%) 10.0 20.0 23.3 16.7 30.0 0.0 Offline Opinion Seekers Count 28 47 47 37 40 7 206 Percentage (%) 13.6 22.8 22.8 18.0 19.4 3.4 Online Opinion Seekers Count 2 4 4 3 5 0 18 Percentage (%) 11.1 22.2% 22.2 16.7 27.8 0.0 Leaders/ Seekers Count 4 7 7 3 3 5 29 Percentage (%) 13.8 24.1 24.1 10.3 10.3 17.2 Missing Values Count 7 2 4 2 2 4 21 Percentage (%) 33.3 9.5 19.0 9.5 9.5 19.0 Total Count 50 84 94 69 84 17 398 Total (%) 12.6% 21.1% 23.6% 17.3% 21.1% 4.3% 100.0%