With the rise of internet shopping around the world, it can be tempting to see the humble printed catalogue as a relic from a different age. But time after time, Roy Morgan data shows that catalogues are still consulted by a significant portion of the population. The latest example? Catalogues remain the media considered most useful by New Zealanders looking to buy cosmetics and toiletries.
While 20.1% of Kiwis aged 14+ name the internet as the media they find most useful for providing information when purchasing toiletries and make-up (up from 10.5% five years ago), a much larger percentage (37.9%) prefer to use catalogues. This represents a slight decline since 2008, but certainly not enough to ring alarm bells.
Almost half (46.6%) of Kiwis aged between 35 and 49 prefer using catalogues to research and/or buy make-up and toiletries; 40.1% of those in the 50–64 bracket feel the same. The internet is more popular with younger cosmetics customers, but surprisingly, only the 18–24 age group consider it the most useful media for this purpose.
It’s interesting to note that preferences vary not only between age groups but also geographical locations. For example, people living in Hawkes Bay are 30% more likely than the average Kiwi to find catalogues the most useful media to consult when buying cosmetics or toiletries, but those in Wellington — just 280km away — are 33% more likely than the average New Zealander to prefer the internet.
Source (Chart 1):Roy Morgan Single Source (New Zealand), May 2008 – April 2013, average yearly sample = 11,705; Source (Chart 2): Roy Morgan Single Source (New Zealand), May 2012 – April 2013 (n = 12,001).
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“Traditionally, magazines were thought to be the best media for advertising cosmetics and toiletries, but this theory is undermined by what our respondents are telling us.
“A growing percentage of New Zealanders are turning to the internet to research cosmetics and toiletries before buying them, but printed catalogues continue to be the most important media by far for this product category — a fact that marketers would do well to remember.
“Of the Roy Morgan Values Segments*, the Conventional Family Life, Visible Achievement and Real Conservatism segments are most likely to choose catalogues when looking to buy make-up, while Young Optimism, Socially Aware and Look At Me are more likely to research their purchases online.”
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network.
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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