A new study has found that the good old catalogue still has plenty of cut-through with Aussie consumers, with the Ys apparently one of their more ardent fans.
The Roy Morgan study found that 13,436,000 Australians (31 per cent of the population) often read catalogues from cover-to-cover.
Analysing Australia’s 13.4 million catalogue readers by generation shows Millennials to be the largest readers of catalogues in Australia numbering over 3.2 million. Over 3.16 million Baby Boomers read catalogues and just under 3.16 million members of Generation X.
Generation Z is next with over 2.5 million catalogue readers while just on 1.4 million catalogue readers are part of the Pre-Boomers generation.
Catalogues don’t just reach those with the catalogue in hand – many people are sharing catalogues and sharing their finds ‘digitally,’ revealing that a secondary circulation of catalogues is occurring amongst Australian consumers.
Over a third of Australian catalogue readers (35 per cent) have shared hard copy catalogues with friends, family or neighbours while four in 10 (41 per cent) have shared catalogue ‘digitally’ by emailing or texting a picture of a product seen in a catalogue to a friend or family member.
The new research shows that catalogues play a significant role on the path to purchase by driving people in store and triggering high value unintended purchase.
Nearly half of catalogue readers (47 per cent) have made a special trip to a store to buy a product after seeing it in a catalogue – which they otherwise would not have seen without reading the catalogue.
Catalogues trigger unintended purchase on high value items – one in five catalogue readers who spend over $1,000 on their most expensive catalogue purchase in an average six months purchased an item they were not intending to buy before they saw it advertised.
Additionally, more than half (53 per cent) of catalogue readers find catalogues more useful than other forms of advertising.
Commenting on the findings, Roy Morgan CEO Michele Levine commented: “The latest research into Australia’s catalogue industry has uncovered that catalogues are still very relevant and remain a key channel to reach Australian consumers despite the proliferation of digital media in recent years. In fact a clear majority of 70per cent of Australia’s 13.4 million catalogue readers say that catalogues are a helpful shopping tool and over half (53 per cent) find catalogues more useful than other forms of advertising.
“Catalogues are also a great way to entice people to consider purchasing items they may not have originally even been aware of. Nearly half of Australia’s catalogue readers (47 per cent) have seen a product in a catalogue and then made a special trip to a store to buy the product which they otherwise would not have seen without reading the catalogue.
“This purchase trigger from reading catalogues isn’t just for Australians looking for bargains either. A further one-in-five catalogue readers who spend over $1,000 on a catalogue purchase in an average six months have purchased an item from a catalogue they were not intending to buy before they saw it advertised.
“Catalogue readers are avid consumers of content and close to a third read catalogues cover-to-cover and spend an average of six minutes reading catalogues. An added bonus for advertisers utilising the reach of catalogues is that over a third of catalogue readers share their catalogues with friends and families and over two-fifths have emailed or texted a picture of a product to a friend or family member.
“There’s little doubt that if you are looking for a way to reach hard-to-find and time-poor consumers that catalogues offer a direct route to the ‘eyeballs’ of over 13.4 million Australians.”
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]