< Back
5 October 2009
Magazine audiences are showing a greater degree of consumer confidence than TV or radio audiences, with a higher proportion planning to purchase, in the next 12 months, new cars, laundry appliances, entertainment equipment and communications items.
According to the latest Morgan readership survey, print media and the internet indexed significantly stronger against intending new car buyers than TV and radio, with heavy users of magazines 31 per cent more likely than the population to be planning to purchase a new car.
Magazines also indexed higher than other media among consumers intending to buy:
- laundry whitegoods such as washers and dryers
- entertainment equipment such as DVD players, plasma and LCD TVs, iPods and MP3 players
- communication items including mobile phones and PCs.
| Purchases Intending to Make in Next 12 Months Profile of Heavy Media Users (Source: Morgan Readership Survey, July ’08 – June ’09) |
| | Magazines | Newspapers | Comm. TV | Comm. Radio | Internet |
| A new car | 131 | 135 | 75 | 109 | 139 |
| Laundry appliances | 114 | 84 | 112 | 96 | 106 |
| Entertainment equipment | 114 | 92 | 103 | 98 | 116 |
| Communication items | 108 | 89 | 94 | 99 | 123 |