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Catalogues vs. the internet


Despite the rise of all things internet, it appears the simple catalogue still holds a lot of weight when it comes to public opinion.

The findings of a recent survey by Roy Morgan Research has revealed that over 12 million Australians think catalogues are more useful in providing information in one or more product categories. Groceries, clothes, toys, alcohol, and cosmetics were all cited as categories in which a catalogue is the go-to media source.

The major category that saw catalogues trump their online competitors was groceries. 49 per cent of Australians aged 14 and over said catalogues were more useful, compared to the 20 per cent who prefer the internet.

“In a media landscape that often just assumes people are turning to the internet for information when purchasing or selecting any product, catalogues in fact lead the way for more than 12 million Australians,” Tim Martin, Roy Morgan Research General Manager – Media, said.

“This high regard for catalogues resonates with the increase we’ve seen in overall catalogue readership over the last 12 months: 54 per cent of Australians now read at least one catalogue during the week– up from 50 per cent in 2013.”

Across the 28 product categories looked at by Roy Morgan, catalogues and the internet were found to be the most useful.