Retail bonanza

There’s still plenty of life in the use of catalogues in retail, even among younger customers, a new survey finds

Australian consumers, even those in younger demographics, still heavily use and read catalogues as a retail guide, the latest Roy Morgan research has revealed.

Analysis of Australia’s 13.4 million catalogue readers by generation showed Millennials to be the largest readers of catalogues  – with over 3.2 million reading them, according to the research conducted in the first quarter of 2019 (Jan-March).

Over 3.16 million Baby Boomers read catalogues and just under 3.16 million members of Generation X, the research revealed.

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.

And nearly a third (31%) of the 13,436,000 catalogue readers read them cover-to-cover.

In addition, the research showed there is a high level of catalogue sharing, either hard copy or digital.

Over a third of catalogue readers (35%) have shared hard copy catalogues with friends, family or neighbours while 4 in 10 (41%) have shared catalogue content ‘digitally’ by emailing or texting a picture of a product seen in a catalogue to a friend or family member.

Commenting on the findings, Roy Morgan CEO Michele Levine said: “The latest research 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 70% of Australia’s 13.4 million catalogue readers say that they are a helpful shopping tool and over half (53%) find catalogues more useful than other forms of advertising,” she said.

The survey included 3454 Australians aged 14 years and above. 


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