17 June 2009

Magazine advertising could be one of the best routes to boosting sales and stimulating spending in the economy, going by the latest shopping data contained in the March 2009 Morgan readership survey.

Compared to audiences that frequently use newspapers, commercial TV or commercial radio, heavy magazine users fall comfortably into the ‘born to shop’ category. They are bigger retail spenders and shop at a range of outlets on a more regular basis, even online.

- A third of the population are classed as ‘Big Spenders’, with magazine readers 26 percent more likely to fall into this group. Heavy TV viewers on the other hand are below average Big Spenders, with an index of 67.

- Big Spenders are most likely to turn to magazines for inspiration and ideas, with 35 percent classed as heavy magazine users.

- While 19 percent of Australians spend more than $200 per week at the supermarket, heavy magazine readers are 24 percent more likely to do so, and they account for 34 percent of all big supermarket spenders.

- Magazine readers are also more likely to shop at Department stores, Home Interiors stores and Clothing Stores/Boutiques than users of other media.

- Magazines drive online shopping better than other media, too. Readers index highest for internet purchases and account for the biggest share of online shoppers, at 31 percent. 

 RETAIL ACTIVITY OF MEDIA USERS 
 (Index and share of heavy users 14+ years: Morgan, March 2009)