FACTS MARKET RESEARCH
The Australia Post Consumer Survey measures consumer attitudes and behaviours of interest to Australia Post, particularly mail (letters), parcels and retail. The Australia Post Consumer Survey Mail Findings is an extract of insights from the mail (letters) area of the survey.
Key Findings of Mail Findings survey
- The letterbox remains an uncluttered medium
- While mail volumes have declined there is still high readership
- High readership exists with the younger generation
- Read primarily on the day mail is received
- Significant time spent reading the mail demonstrates high levels of engagement
- Consumers prefer to receive advertising and promotional messages by mail
- Consumer preference vary according to the type of information being sent
- Mail is the most used medium when sending transactional communications
- Consumer preference for receiving transactional communications is varied
- There’s no surprises when it comes to the older generation
- Household income has a relationship with preference for transactional communications
- Advertising on transactional communications get noticed
- And is acted upon by one in four people
- Any differences in noticing advertising and promotions when the different billing channels are considered?
- A number of consumers would welcome more frequent transactional communications
- A number of consumers would welcome more frequent transactional communications
- More frequent transactional communications can help consumers and suppliers cash flow
- Convenience is the primary motivator for receiving transactional communications by email
- Consumers demand choice when it comes to receiving transactional communications
With the release of the Nielsen 2011 Top Media Advertisers report, it is clearly evident the flow on effect of the advertising investment correction trend, which was flagged in our Half Year 2011 Report, continued throughout the second half of 2011; with overall main media activity finishing marginally down year on year (0.5%).
The slow down was reflected by a tightening of advertising and overall marketing spending as ongoing concerns of global markets over a debt default by Greece and other Euro zone countries, fuelled daily volatility in world stock markets and intense, ongoing media coverage. Australian consumers were not immune to the spread of global uncertainty, and despite a fundamentally strong economy, there was further weakening in both business and consumer confidence.
The Nielsen quarter 3 2011 global online consumer confidence findings revealed that Australian consumer confidence slipped six points to an index of 97, dropping below the neutral 100 mark for the first time since early 2009.
Australians are adept at making appropriate use of different media for different purposes. In this respect, letterbox inserts clearly lead the way when it comes to information on sales and special offers, and hold their own in relation to new product information
- Second only to TV for finding out about new products
- Second to none for highlighting sales and services
Research Statistics (media comparisons)
(conducted by Quantum Market Research)
Catalogues are Effective
Source: Unaddressed Advertising Material Research, Sweeney. July 2009.
- “Catalogues are good for seeing what’s available and new, even if you don’t need to buy anything.”
- A staggering 74% of research respondents who received a catalogue within the last 7 days said that they had visited, or would be likely to visit a store as a direct result of receiving the catalogue.
- Nearly half (42%) of all consumers are reading more letterbox delivered catalogues than they were a few years ago.
- Letterbox-delivered catalogues are the main grocery buyers’ first source of information about groceries, with 42% turning to them to plan their shopping.
- As a preferred source of information, consumers are retaining catalogues for longer periods of time over one third (37%) keep their catalogues for at least 5 or more days.
- Catalogues are perfectly positioned to streamline the delivery of information, thus assisting householders in their information search and optimizing their leisure time effectively.
- Catalogues are an increasingly important information resource, allowing local retailers to connect with their market.
- Letterbox delivered catalogues are the first choice when seeking information on Prices, Sales and Specials with 65% of consumers turning to them with growing confidence.
Catalogue Facts – Economic and Social Implications
Source: CEASA December 2002
- Over 60,000 people were employed in the development, production and distribution of catalogues.
- More than 30,000 Australians, including a significant number of retired people and students were directly dependent on income derived from advertising catalogue distribution.
- Catalogue advertising is the No.1 print advertising medium for retailers, who during 2009, invested over 60% of their total advertising expenditure on household targeted catalogues.
- Catalogue advertising is the 3rd largest consumer directed advertising medium (15%), after Newspapers (30%) and TV (28%).
Catalogues – More Relevant Than Ever
Australia has a unique tradition of household letterbox distribution, which far outstrips other media options in cost effectiveness and sheer popularity with retailers and consumers alike.
Retailers know how powerful home delivered catalogues can be, and this is evidenced by their popularity as the significant medium of choice.
Consumers tell us that they are retaining catalogues longer and using them more often when making their household purchase decisions.
Due to its effectiveness, catalogue advertising is the one medium that has provided spectacular and continued growth over the last decade.
As most catalogues have a cut-off date, it’s important that retailers are certain of getting their message to their target audience at the right time.
Neither the electronic media nor magazines can hope to provide the economy, the immediacy and the tight targeting of store catchment areas that a catalogue campaign provides.
The Australian catalogue industry supports a workforce of 60.000 people including 30,000 walkers and represents an advertising expenditure over $2 Billion.
In 2009, nearly 7 Billion catalogues, distributed primarily through household letterboxes, were produced by retailers.
Since its inception, the Australian Catalogue Association has undertaken a number of research projects designed to assess consumers’ attitudes to catalogues and letterbox marketing and to monitor catalogue advertising effectiveness.
New consumer research conducted by Sweeney and economic benefits research completed by Castalia has been commissioned and funded by the member companies of the ACA. It has been provided by the industry to assist catalogue marketers and their advertising agencies in making critical media decisions related to readership, sales and consumer spending.
The Australian Catalogue Association reveals that 80% of consumers visit a store after reading the retailer’s catalogues
Weekend newspapers always feel like such a steal, don’t they? You get a thick, heavy bundle of news, supplements, pull outs, and of course, catalogues. From supermarket deals and camping gear steals to even the latest range of tiles and carpets for your upcoming renovations, catalogues were the online shopping of yesteryear, where you should browse, compare and tear up from the comfort of your own house.
But rather than being out-dated, according to the Australia Catalogue Association (ACA), 80% of consumers make a visit to a retailer as a direct result of reading a catalogue, making the medium still highly relevant.
In fact, ACA’s research has revealed that more than half of Australians believe catalogues are a ‘fun and relaxing read’.
Around $1.5 billion, or 60% of total print advertising spend is invested by Australia’s retailers in catalogues.
Ken Bishop, CEO of the ACA tells Marketing: “Despite prolonged economic uncertainty, [catalogue providers] and their clients continue to see the benefits of investing in catalogue design and production”.
According to Bishop, the industry continues to experience healthy annual growth. “Catalogues have immediate cut through and speak directly to the readers. Despite the digital platforms we now have, its just another way of receiving information, and people still like something tactile and interactive”.
“Catalogues can be read at the consumer’s leisure and taken anywhere”.
Bishop advises that effective catalogue usage happens when the message is targeted towards a specific demographic, an event or selling a particular product.
“With our annual ACA awards, we judge on standout factor, relevancy and perhaps most importantly, style and consistency that is synonymous with the brand. Retailers develop a brand that suits their demographic and their catalogues must reflect that”.
Bishop believes that the popularity of catalogues being used in retailers’ marketing strategies can be attributed to cost-effectiveness and high level of coverage.