In a boost for the power of print the latest Roy Morgan research reveals that more than 10 million Australians aged 14 and older read at least one printed catalogue in an average week in the year to September 2014, with more than half buying a product as a result. According to the research some 3.2 million Australians read eight or more catalogues a week, 3.1 million read four to seven and 3.9 million flip through one to three. Tim Martin, general manager of media with Roy Morgan, says, “Catalogues delivered to Australians’ homes are enabling advertisers to reach consumers who are in buying mode, on the look-out for new products or in the market for good deals.
Top of the list for response rate: supermarket catalogues
“Catalogues are information rich, they inform and really do enable those shoppers who are ready to buy in store, via the phone, or online. “The impact of catalogue readership is immediate, with increased sales activity (in store, phone and online) being the key measure of the advertiser’s return on investment.” Response rates to catalogues vary on a sliding scale according to product type. Supermarket catalogues are particularly popular, with 8 million or 41 per cent of Aussies looking at their catalogues for a bargain in an average week, with a 58 per cent strike rate in people who then go out and buy. The next strongest catalogues in terms of response rates are for chemists, with 36 per cent of readers buying something from the catalogue, liquor stores (33 per cent) and department or discount stores (31 per cent). Some 24 per cent of readers of furniture, hardware or electrical catalogues will then spend their money with the likes of a Bunnings, Dick Smith or Ikea. Around 22 per cent of clothing catalogue readers are inspired to buy, 18 per cent of books and stationery or auto accessories catalogue readers, 15 per cent for toys and 11 per cent of telecommunications browsers. The data supports a 2013 Australia Post report that found that Australians feel themselves to be more receptive to catalogues and flyers than other advertising channels – including television and radio. Martin says, “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.”
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