Catalogues continue to expand their reach, with more Australians (14+) now reading catalogues during an average week than either Newspapers (excluding Local/Community) or Local/Community Newspapers, the latest media data from Roy Morgan Research shows.
Now almost 10.5 million Australians read or looked into one or more catalogues during an average week in the year to June 2015, back up to a level not seen since 2012—and the growth looks set to continue.
From over 11 million in 2011, catalogue readership declined to around 9.5 million Australians in 2013. But Catalogue readership rebounded, bucking the continuing downward trend for newspapers.
At the end of last year, catalogue readership surpassed that for non-community Newspapers, and the gap has continued to widen. Today, catalogues reach over 600,000 more readers in an average seven-day period than these newspapers, and around 4.3 million more than local/community newspapers.
The combined net weekly reach of all newspapers including local and community papers in the year to June 2015 is 12.3 million Australians, down from 14.6 million in the year to June 2012.
Reach of Catalogues and Newspapers in an average week:
Source: Roy Morgan Single Source, July 2010 – June 2015, average annual sample n = 51,280 Australians 14+.
Michele Levine - CEO, Roy Morgan Research, says:
“If the recent upward trend for catalogues continues, their weekly reach is heading towards the combined reach of all newspapers, including local and community papers.
“With reach dipping just below half in 2013, catalogues have recovered strongly: 54% of Australians now read at least one during the week.
“Roy Morgan’s market research insights into how Australians use catalogues are used by media agencies, advertisers and leading direct marketing firms”
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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