Research by Roy Morgan reveals Aussies continue to read catalogues to inform their buying decisions. Surprisingly, the nation’s digitally savvy Millennials are the largest consumers of catalogues, with over 3.2 million admitting to reading catalogues during the last quarter.
The research shows in today’s digitally crowded landscape catalogues remain a viable option for businesses. Nearly a third of Australia’s 13 million plus catalogue readers say they read a catalogue from cover-to-cover.
It seems virtually every generation of Australian enjoys browsing a catalogue. While millennials are the leaders in catalogue viewing, the Baby Boomers are not far behind. 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.
More importantly for the nation’s business owners, almost half of catalogue readers (47 per cent) had made a special trip to a store to buy a product they had seen in a catalogue. This would suggest catalogues have a significant role to play in driving purchases.
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 4 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.
Catalogues trigger unintended purchase on high-value items. Michele Levine, CEO, Roy Morgan, says catalogues can trigger unintended purchases of high-value items. With one-in-five catalogue readers who spend over $1,000 on their most expensive catalogue purchase, purchasing an item they were not intending to buy before they saw it advertised.
“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.
Additionally, more than half (53 per cent) of catalogue readers find catalogues more useful than other forms of advertising.
Levine says the research shows catalogues are still a relevant marketing channel.
“In fact, a clear majority of 70 per cent of Australia’s 13.4 million catalogue readers say that catalogues are a helpful shopping tool and over half find catalogues more useful than other forms of advertising.
“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,” Levine concluded.