More than 10 million Australians aged 14+ read one or more catalogues in an average week in the year to September 2014, with more than half (5.8 million) buying a product as a result of seeing it in a catalogue, new data from Roy Morgan Research has revealed.
According to the Roy Morgan findings, 3.2 million (17 per cent) Australians read eight or more catalogues per week, while 3.1 million (16 per cent) read four to seven, and 3.9 million read one to three per week.
When it comes to prompting purchase among readers, supermarket catalogues had the highest conversion rate.
Eight million Australians read supermarket catalogues in the average week, with 58 per cent of those then purchasing catalogue items at the check out.
“Catalogues are information rich, they inform and really do enable those shoppers who are ready to buy instore, via the phone, or online.The impact of catalogue readership is immediate, with increased sales activity (instore, phone and online) being the key measure of the advertiser’s return on investment,” Tim Martin, GM – Media, Roy Morgan Research, said.
The next strongest catalogue category was pharmacy, with 36 per cent of readers buying items from the catalogue; followed by liquor stores, 33 per cent; and department and discount stores, 31 per cent.
Twenty four per cent of readers of hardware, furniture, and electrical catalogues make purchases from retailers such as Bunnings, Dick Smith, and Ikea; followed by 22 per cent of clothing catalogue readers; 18 per cent of book/stationery or auto accessories catalogue readers; 15 per cent of those who browsing toy store catalogues; and 11 per cent of telecommunications store catalogue readers.
“Australians continue to rate catalogues as one of the most useful media for selection and purchase of products across a wide range of categories, from groceries and alcohol, electronics and white goods, holidays, clothes, cosmetics and toys,” Martin said.