With changing consumer habits.

Almost four million Australians are using digital catalogues rather than hard copy versions when it comes to window shopping, according to new Roy Morgan research.

The research showed that 93% of consumers are reading a physical or digital version of a catalogue. However, customised research conducted by Roy Morgan for the Real Media Collective, reveals there has been a rapid uptake of digital catalogues with 3.8 million or 18.5% exclusively reading them via a digital platform.

About 80% of those surveyed said they read digital catalogues to discover new products and 69% said it was a stress-free way to browse or window shop. Inspiration for new gifts was key for 68% while 38% said reading a digital catalogue was a way to relax and unwind.

According to ShopFully, which markets retailers digitally and drives shoppers to physical and e-commerce stores, the shift from hard copy to digital catalogues is the next step. “Just as we have seen habits change when it comes to consuming video and music through streaming platforms, more Australians are now turning to digital platforms to view catalogues,” he said.

“Not only more convenient, it’s a matter of sustainability with more people aware of the impact of the overuse of materials such as paper and plastic.”

ShopFully has more than 1.5 million Australian shoppers and is ranked in the top 10 of the most downloaded shopping apps together with Amazon, eBay and Afterpay, with download growth of more than 300% in the last six months.

The company is accelerating its growth plan in Australia with investments in technology and innovation.

Retailers who have partnered with ShopFully to house their digital catalogues on a single platform include, Coles, Big W, The Reject Shop, Telstra and Harris Scarfe.