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.”
Aussie coastal lifestyle brand SurfStitch has announced a bold repositioning with a new brand identity and campaign, “Ready for Everywhere”. Reflecting the brand’s commitment to inspiring people to embrace their lifestyle, whatever it may be, the strategic shift reflects a commitment to facilitating style that adapts to the life its customers lead across a broad […]
Man of Many has Announced Key Hires Amidst a Year of Extraordinary Achievement Lead image: Naman Singh & Alex Martinez Man of Many, recently crowned B&T media platform of the year, Australia’s premier men’s lifestyle digital publication. Announces the addition of two crucial members to its team – Naman Singh as SEO Content Specialist and […]
Australian property site realestate.com.au has announced the extension of its partnership with the Sydney Swans for two further seasons. Lead image: Tom Harley, Owen Wilson and Tom McCartin realestate.com.au has partnered with the Swans since 2016 and has called the back of the club’s iconic guernsey home since becoming a major partner in 2020. This […]
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]