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.