Prepared by: Laura Demasi Prepared for: Director of Social and - PowerPoint PPT Presentation

Recontact online survey findings Expanding Single Source Letterbox Media module, based on qualitative findings November 2018 Prepared by: Laura Demasi Prepared for: Director of Social and Consumer Trends Kellie Northwood Roy Morgan CEO, The Real Media Collective

Methodology and Sample Methodology: Analysis: For today’s presentation data was Online recontact survey, fieldwork conducted over analysed by the following sub-groups: November 2018 • All Australians • Any catalogue readers (hard copy or digital) Sample: • Hard copy readers L7D or L4W 2000 Australians, General • Digital L4W population 14+ Survey design : based on exploratory qualitative findings

In today’s presentation Topline online survey findings • Overall catalogue usage – digital and hard copy, overlap • Most popular catalogues by industry and channel • Comparing catalogues to other media channels • Keeping and sharing catalogues • Lifecycle of catalogues • Catalogues on path to purchase • Time spent reading catalogues • Role of inspiration, price savings, usefulness • Spending on catalogue purchases Next steps • Implementation into Single Source media diary • Launch date of new SS module • New Zealand 4

Overall catalogue readership 93% have read a Hard Copy or Digital Catalogue at least sometimes 58% have read a Hard Copy Catalogue L7D 69% have read a Hard Copy Catalogue L4W 48% have read a Digital Catalogue L4W

Online or Offline? Catalogue Readers are doing both There’s a considerable overlap of people reading both digital and hard copy catalogues – 7.3 million have read both in the last 4 weeks 7.3million 3.8million 6.9million Australians Australians Australians (35.9%) (18.5%) (33.7%) Digital & Hard Digital Hard Copy Copy Catalogue Catalogue L4W Catalogue L4W L4W Only Only Roy Morgan Online Survey November 2018 (Sample n=1,813) 6 Base: Australians 14+

Australia’s favourite Catalogue types

Most popular catalogue types Amongst Hardcopy L4W readers: Supermarket and Homeware are top Amongst Digital L4W: Clothing and Bookstore are top 90.0% 80.0% 70.0% Australians 14+ 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Total Catalogue Readers Hard Copy Catalogue L4W Digital Catalogue L4W Roy Morgan Online Survey November 2018 (Sample n=1,813) 8 Base: Australians 14+ Total Catalogue readers includes those who have read an online or hard copy catalogue at least sometimes

How catalogues stack up compared to other media channels when it comes to quality of attention?

Catalogues are a true competitor to other mainstream media when it comes to quality of engagement o Australians pay just as much attention to Catalogues as TV and Newspapers o And they pay more attention to catalogues than Magazines or Radio 50% 47% 47% 43% 45% 40% 34% 35% 32% Australians 14+ 30% 29% 30% 27% 26% 26% 25% 24% 25% 18% 20% 15% 14% 15% 10% 5% 0% A lot Some Not much Roy Morgan Online Survey November 2018 (Sample n=1,813) 10 Base: Australians 14+

Not surprisingly, more hard copy and digital catalogue readers are paying a lot/some attention when reading catalogues 90% 80% 70% 60% Australians 14+ 50% 40% 30% 20% 10% 0% Australians 14+ Hard Copy Catalogue L4W Digital Catalogue L4W Roy Morgan Online Survey November 2018 (Sample n=1,813) Base: Australians 14+ ‘Attention’ is an ad - hoc of those who pay ‘a lot’ or ‘some attention 11

Australians like to hang on to their catalogues and share them

7 in 10 keep catalogues for future reference 8 in 10 tell others about what they’ve seen in a catalogue Total Catalogue Hard Copy Hard Copy Digital Catalogue Readers Catalogue L7D Catalogue L4W L4W Keep 12.7m Australians 9.0m Australians 10.4m Australians 6.9m Australians Catalogue 66% of Readers 73% of Readers 77% of Readers 70% of Readers for future reference Tell friend or family about 14.1m Australians 9.6m Australians 11.6m Australians 7.8m Australians something 75% of Readers 81% of Readers 82% of Readers 80% of Readers you saw in Catalogue Roy Morgan Online Survey November 2018 (Sample n=1,813) 13 Base: Australians 14+ Total Catalogue readers includes those who have read an online or hard copy catalogue at least sometimes

When it comes to catalogue lifecycle: Hard Copy readers keep their catalogues for 2.5 weeks on average 45% 41% 40% 38% 35% 33% 30% % Australians 14+ 25% 22% 22% 21% 20% 15% 10% 7% 6% 6% 4% 4% 5% 3% 0% TOTAL Catalogue Readers Hard Copy Catalogue L7D Hard Copy Catalogue L4W Less than a week 1 - 2 weeks 3 - 4 weeks 1 - 3 months Roy Morgan Online Survey November 2018 (Sample n=1,813) 14 Base: Australians 14+ Total Catalogue readers includes those who have read an online or hard copy catalogue at least sometimes

There is a significant secondary circulation of catalogues: I in 3 share hardcopy catalogues, 4 in10 share them via DIY digital Total Catalogue Hard Copy Hard Copy Digital Catalogue Readers Catalogue L7D Catalogue L4W L4W Give Catalogue 6.1m Australians 4.4m Australians 4.9m Australians 3.8m Australians to friend, 32% of Readers 35% of Readers 37% of Readers 38% of Readers family or neighbour Email or text a picture of 7.4m Australians 4.8m Australians 5.8m Australians 4.6m Australians a product 39% of Readers 41% of Readers 40% of Readers 46% of Readers to friend or family member Roy Morgan Online Survey November 2018 (Sample n=1,813) 15 Base: Australians 14+ Total Catalogue readers includes those who have read an online or hard copy catalogue at least sometimes

Catalogues are a key player on the path to purchase

Quantifying the role of catalogues on the Path to Purchase • Catalogues drive readers to the store’s website or social media • And to make a special trip to the store to purchase the product 93% 55% 66% Read hard copy or online Make a special trip to the store to Compare prices from several catalogues at least buy the product different stores sometimes Read catalogue Purchase Path 2: Detour via online Visit store, research sometimes - Major purchase checkout competitor - Unintended purchase Visit competitor websites Search for online Visit brand website stores for price comparison product reviews for more details 48% 62% 55% Visit the stores website or Buy the product you've seen the Research the product online Facebook page to find out more next time you're in the store about the product Roy Morgan Online Survey November 2018 (Sample n=1,813) 17 Base: Australians 14+ Figures are across all catalogue types

Path to Purchase by Catalogue type: Catalogues drive brand interaction and get people in store 1 in 3 … Furniture, Furniture and electrical 1 in 5 clothing catalogue readers will go the store hardware and catalogue readers go to the website to buy online electrical more store’s website/FB likely to compare prices 70% 58% 60% 54% 50% Australians 14+ 39% 39% 40% 35% 35% 35% 33% 33% 32% 31% 30% 29% 30% 26% 20% 19% 20% 16% 13% 12% 9% 8% 10% 7% 7% 7% 0% Visit stores website/page to Compare prices from several Make a special trip to the Buy the product you've seen Visit the store s website to Buy the product from a find out more about product different stores store to buy the product the next time you're in the buy the product different store store Clothing store Department/Discount store Furniture/Hardware/Electrical store Supermarket Roy Morgan Online Survey November 2018 (Sample n=1,813) 18 Base: Australians 14+ Total Catalogue readers includes those who have read an online or hard copy catalogue at least sometimes

Australians make time for Catalogues: time spent reading

Supermarket + baby/toy catalogues have the highest average readership time Supermarket Catalogue readers spent 7.5 mins reading on average 15% read Supermarket 31% read Supermarket Catalogues for 10-19 minutes Catalogues for 5-9 minutes 46% of Supermarket Catalogue readers spend between 5-19 mins reading Roy Morgan Online Survey November 2018 (Sample n=1,813) 20 Base: Catalogue Readers, always sometimes or often

Toy Store/Baby Catalogue readers spent 7.23 mins reading on average 25% read Toy Store/Baby 13% read Toy Store/Baby Catalogues for 5-9 minutes Catalogues for 10-19 minutes 38% of Toy Store/Baby Catalogue readers spend between 5-19 mins reading Roy Morgan Online Survey November 2018 (Sample n=1,813) 21 Base: Catalogue Readers, always sometimes or often

Measuring the role of: Inspiration Price Utility Daily routine

Inspiration, discovery and relaxation are significant drivers of catalogue readership Total Catalogue Hard Copy Hard Copy Digital Catalogue Readers Catalogue L7D Catalogue L4W L4W I read catalogues to 74% 82% 80% 79% discover new products Catalogues are a stress- free way to browse or 66% 76% 73% 69% window-shop I find inspiration for gift 62% 70% 68% 68% ideas in catalogues I read catalogues because they sometimes 59% 65% 67% 67% inspire new ideas I read catalogues to 35% 43% 40% 38% relax and unwind Roy Morgan Online Survey November 2018 (Sample n=1,813) 25 Base: Australians 14+ Total Catalogue readers includes those who have read an online or hard copy catalogue at least sometimes

Catalogues save us money