Quality of engagement for catalogues stands apart from other channels

Original article by Roy Morgan
Market Research Update – Page: Online : 24-Jun-19

New research from Roy Morgan shows that 13,436,000 Australians aged 14+ read store catalogues in the March 2019 quarter, and 31% of them read catalogues cover-to-cover. Analysis by generation shows Millennials to be the largest readers of catalogues, numbering over 3.2 million. More than 3.16 million Baby Boomers read catalogues followed by just under 3.16 million members of Generation X. Meanwhile, 35% of Australian catalogue readers have shared hard-copy catalogues with friends, family or neighbours, while 41% have shared catalogues ‘digitally’ by emailing or texting a picture of a product seen in a catalogue to a friend or family member. The research also shows that 47% of catalogue readers have made a special trip to a store to buy a product after seeing it in a catalogue, while 53% of catalogue readers find catalogues more useful than other forms of advertising.


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