Study: 80% Of Aussies Say The Internet Is The Most Useful Media (But Catalogues Still Rate, Too)

Study: 80% Of Aussies Say The Internet Is The Most Useful Media (But Catalogues Still Rate, Too)

Advertising is increasingly moving online which is good news for advertisers as 80 per cent of Aussies say the Internet is the ‘Media Most Useful’ for providing purchase-related information in the year to September 2017 according to new research by Roy Morgan.

However, although the internet may be key to how Australians find purchase-related information today, other medias are still considered by many as the most useful way to find information across a variety of categories – and in some categories remains the most useful medium ahead of the internet.

Media Most Useful for providing Consumer Information (Across any category*)


Analysing Australians’ internet usage more closely reveals that although 70 per cent of Australians use search to find purchase-related information some 45 per cent of Australians access other non-search websites directly, a figure more in line with that seen for other media channels.

Internet Search leads the way for Travel or accommodation, Restaurants, Cars and Insurance

The internet is the leading source of information for Aussies across most shopping categories these days, and there are some categories in which Internet Search clearly dominates all other media.

The leading category for both internet, and specifically Internet Search, is travel and accommodation – for which 67 per cent of us consider the internet in general and 48 per cent of Australians internet search in particular the most useful medium compared to 22 per cent that use non-search websites.

Other industries which need to focus their marketing on SEO to effectively reach potential customers include restaurants – 45 per cent of Australians regard search as the most useful, used motor vehicles (43 per cent), insurance (43 per cent) and new motor vehicles (42 per cent).

Top 10 product categories for Internet Search


Catalogues are Media Most Useful for Groceries & Alcoholic beverages

Despite the rise of digital media in recent decades there are certain product categories that consumers prefer more traditional media to find out information when they’re buying. There is none larger than the huge Australian grocery market valued at over $103 billion according to the latest Roy Morgan data.

Nearly four million Australians read either Coles Magazine (3,975,000) or rival Woolworth’s Fresh (3,828,000) according to Roy Morgan magazine readership results. Alongside that wide reach comes recognition by consumers – 45 per cent of Australians regard catalogues as the most useful medium for purchasing groceries compared to 28 per cent for the internet and less than five per cent for each of the other media categories.

Groceries isn’t the only category in which catalogues retain leadership with Australians looking for information to purchase alcohol also favouring catalogues (39 per cent) over the internet (30 per cent), newspapers (foru per cent) and all other types of media.

Top 12 Best Performing Categories for Catalogues


Catalogues are most useful to Internet websites (excluding Search) in many categories

Although search leads many product categories, it is catalogues that are clearly considered the next best media in many product categories by significant proportions of the population well ahead of other traditional media channels and also ahead of non-search websites on the Internet.

More than a quarter of Australians turn to catalogues as the most useful information media when selecting children’s wear (33 per cent), purchasing toys (32 per cent), selecting clothing and fashion (30 per cent), purchasing cosmetics and toiletries (31 per cent) and purchasing small electrical appliances (29 per cent).

Please login with linkedin to comment

Roy Morgan

Latest News

Netflix Questions Potential Australian Content Requirements
  • Media

Netflix Questions Potential Australian Content Requirements

Streaming giant Netflix has questioned the feasibility of local content requirements in its submission to the government’s ‘Supporting Australian Stories on Our Screens’ options paper review. The review follows the ACCC’s Digital Platforms Inquiry, from which the government identified existing Australian content obligations as a topic of interest in the development of a platform-neutral regulatory […]

by B&T Magazine

B&T Magazine
Clems Sydney Brings Back D-D-Demazin
  • Campaigns

Clems Sydney Brings Back D-D-Demazin

Can't afford Celeste Barber for your next campaign? Why not hire a Celeste Barber clone like this ad has clearly done.

Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.