This week Roy Morgan Research revealed that more Australians now read catalogues than newspapers. In this piece, Salmat gives us the run down on why that is.
Today almost 10.5 million Australians (aged 14 and over) look at one or more catalogues a week, and this number is expected to grow.
In fact, catalogue readership has been growing since 2013, bucking the continuing downward trend in readership seen by newspapers. Today, catalogues reach over 600,000 more readers in an average seven-day period than metro newspapers, and around 4.3 million more than local/community newspapers.
At Salmat we’re not surprised by the figures at all. Previous Roy Morgan research has found that Letterbox Media is read and enjoyed by people young and old and in every life stage. In fact, between 2013 and 2015, Letterbox Media has been the fastest growing media with Gen Z, while newspapers, magazines, commercial TV, radio and even Facebook have been losing traction with this generation.
Letterbox media also reaches 64 per cent of big spenders, 50 per cent of young singles, 64 per cent of young parents and 65 per cent of online shoppers, to name a few.
Last year we worked with Nielsen to understand why catalogues continue to retain their appeal, and found consumers use catalogues to relax and indulge in a few moments of ‘me’ time. It’s just like magazine browsing but it’s an escapism that is free, and best of all, something you can afford to buy into. Often people read catalogues while sitting on the couch, eating a meal or lying in bed.
We also know that reading catalogues delivers a range of psychological needs for consumers. It inspires both creativity and nurturing by offering inspiration and the ability to find that perfect present for someone special. It also empowers people by putting them in control. They get to pick what they read, what they buy and above all, how much they spend. Bargain shopping makes a person feel good and feel clever – they wear their ‘value shopper’ badge with pride.
The benefit for advertisers is that Letterbox Media is cost effective and highly targeted. Where other print media can have a lot of wastage, Letterbox Media can be targeted to ensure you are reaching the households that fit your target market in the relevant locations. It’s also a proven vehicle for driving sales. GfK found that while 80 per cent of people reading printed catalogues are ‘just browsing’, 59 per cent of those browsers are converted into buyers as a result of reading a printed catalogue.
Catalogues have a long, proven track record for Australian retailers, and now that retailers are beginning to blend print with digital, this media continues to go from strength to strength.