Relevant in the media landscape.
Quality of engagement for catalogues stands apart from other channels, according to new research from Roy Morgan, with nearly a third of Australia’s 13.4 million catalogue readers reading them cover-to-cover.
Catalogues are still very relevant and remain a key channel to reach consumers despite the proliferation of digital media in recent years, according to Roy Morgan CEO, Michelle Levine.
“A majority of readers say that catalogues are a helpful shopping tool and over half 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 the catalogue readers 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,” she said.
This purchase trigger from reading catalogues isn’t just for those chasing a bargain either. One in five 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. Many people are not only sharing catalogues but sharing them ‘digitally,’ revealing a secondary circulation is occurring amongst consumers.
“There’s little doubt that if you are looking for a way to reach hard-to-find and time-poor consumers then catalogues offer a direct route to the ‘eyeballs’ of over 13.4 million Australians,” Levine said.