In a strong affirmation for the power of print the latest Roy Morgan research shows that heavy print media users are more likely to be above average income earners, better educated and big spenders. The research also found that heavy unaddressed mail and magazine readers are most likely to be big spenders, and that heavy readers of addressed mail and newspapers are more trusted for advice by those making financial or investment purchases. It also showed that those who are heavy magazine and catalogue readers are more open to trying new products. The Roy Morgan study, circulated to the industry by Two Sides Australia, analysed the behaviour and demographics of big consumers of different kinds of media.

Big spenders: print readers consume more

It shows big readers of newspapers, magazines and direct mail are more likely to have a university degree than the average Australian, earn at least $5000 a year more, and are more likely to be in the top 20 per cent of the socio-economic scale. By contrast, heavy radio and TV consumers are dramatically less educated and wealthy than average, 4-7 per cent less likely to be big spenders, eight per cent less likely to have a high socio-economic status, and have little trust in the financial advice of TV or radio. “If we look at the profile of heavy print media consumers compared to those of commercial radio and commercial television we see important differences,” Two Sides says. “Typically those reading greater quantities of print are more likely to be better educated, have greater household income and higher socio-economic status than those who consume more commercial electronic media.” The research summary is circulated as an example of the kind of data printers can access if they sign up to the Value of Paper and Print campaign.

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