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Consumer decisions shaped by catalogues

Published time: 2018-01-05 12:59

Printed catalogues are considered to be the most useful media for driving food and alcohol purchasing decisions, according to the latest Roy Morgan research.

While internet search is the considered the overall most useful media for purchase related information for Australians, the research points to two categories where the trend is reversed and print catalogues reign supreme: grocery shopping and alcohol purchasing.

Catalogues also rank second across children’s wear, toys, clothing, cosmetics, small and large electrical appliances, home entertainment, DVDs, books, and home interiors/furnishings.

Michele Levine, CEO Roy Morgan, says the disruption caused to existing advertising models by the rise of digital media does not mean traditional print channels for engaging customers should be discarded.

He says, “The internet looms large as the pre-eminent advertising channel with close to 50 per cent of all Australia’s $15bn plus advertising spend now online, and $3.5bn of ad spend via internet search alone (approximately 46 per cent of all online spend) with the balance of Internet spending via Internet display advertising and online classifieds.

“However although the internet enjoys clear advantages in some product categories including travel and accommodation, restaurants, cars and insurance, there are large consumer markets in which consumers turn to other channels for information.

“In Australia’s huge $103bn grocery market, which this week welcomed German supermarket giant Kaufland, Australians continue to regard catalogues (45 per cent) as the media most useful for information well ahead of the Internet (28 per cent) and all other media categories. The closely related $15bn alcohol market is also dominated by catalogues (39 per cent, followed by the internet (30 per cent) as the media most useful.

“Catalogues are rated highly by consumers for information about selecting children’s wear, purchasing toys, selecting clothing and fashion, purchasing cosmetics & toiletries, purchasing small electrical appliances and purchasing large kitchen/laundry appliances whilst many consumers turn to magazines for information on Home improvements and renovations, Home interiors and furnishings and Health and fitness products and consumers turn to newspapers for information on new and used motor vehicles, real estate, employment and jobs and entertainment services.”