As retailers the world over know, online shopping is on the rise. But when it comes to buying toys, print is still king: 46% of Australians aged 14+ prefer using printed catalogues than the internet (21%) to research their purchase.
The latest findings from Roy Morgan Research also show that while catalogues remain the preferred media for toy buyers, they’ve seen the largest decline in popularity, having dropped 10 percentage points in the last five years. The Internet’s popularity, on the other hand, has increased by 12 percentage points.
It’s a similar story in New Zealand, where the internet’s popularity among toy buyers has grown at almost the same rate (11.5 percentage points).
Media most useful for providing information when purchasing toys
Source: Roy Morgan Single Source (Australia), October 2007 - September 2012. Australians 14+ (October 2011 – September 2012; n=21,026).
Andrew Braun, Director Mobile, Internet & Technology, Roy Morgan Research, says:
“In these days of internet shopping, it is not surprising that more Australians are finding information online when making purchases. However, catalogues (notwithstanding their decline) are still by far the most relevant media for people buying toys.
“The most popular toy catalogues were from Toys R Us (with 7% of Australians 14+ having read or looked into it in an average 4 week period), followed by Toyworld (4%).
“In this environment, where the internet is widely seen as the new advertising frontier, retailers should not forget the power of catalogues, particularly for specific categories such as toys, groceries and alcohol."
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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