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 the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
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