Catalogues are a hit with ‘Tech Generation’ of younger shoppers (UK)
Almost two thirds of young consumers use a catalogue to shop, new Royal Mail research revealed.
Royal Mail’s Home Shopping Tracker Study 2008 revealed that 54 per cent of all adults use catalogues, either for buying directly or helping them with online or in store purchases. But for the 16 to 34-year-old age group this figure is even greater at 62 per cent – demonstrating that the ‘tech generation’ of young shoppers is embracing catalogues in the greatest numbers.
The annual study also revealed that the 37 per cent of shoppers who consulted a catalogue before making purchases online in the past year spent 13 per cent more than those who did not. Online shoppers spent GBP 1,502 on average but the figure rose to GBP 1,694 for those who used catalogues first.
The research also revealed:
• 62 per cent of consumers now shop from home – the highest ever recorded level, representing a 35 per cent growth since 2005
• Online shopping grew by 13 per cent in the last year with 44 per cent of adults now shopping via the web
• 98 per cent of consumers are highly satisfied with online shopping, with convenience being the key driver for 69 per cent, ahead of price, which was singled out by 33 per cent of online shoppers
• 71 per cent of home shoppers and over half (56 per cent) of non home shoppers like to receive catalogues, most preferring to get them through the post
• One in three non home shoppers browse a catalogue for at least one store purchase
• 75 per cent of home shoppers keep catalogues as a reference source for prices, browsing and ideas – and two fifths keep catalogues for over four months
• 85 per cent of home shoppers say that they recycle their catalogues
Almost two thirds of young consumers use a catalogue to shop, new Royal Mail research revealed.
Royal Mail’s Home Shopping Tracker Study 2008 revealed that 54 per cent of all adults use catalogues, either for buying directly or helping them with online or in store purchases. But for the 16 to 34-year-old age group this figure is even greater at 62 per cent – demonstrating that the ‘tech generation’ of young shoppers is embracing catalogues in the greatest numbers.
The annual study also revealed that the 37 per cent of shoppers who consulted a catalogue before making purchases online in the past year spent 13 per cent more than those who did not. Online shoppers spent GBP 1,502 on average but the figure rose to GBP 1,694 for those who used catalogues first.
The research also revealed:
• 62 per cent of consumers now shop from home – the highest ever recorded level, representing a 35 per cent growth since 2005
• Online shopping grew by 13 per cent in the last year with 44 per cent of adults now shopping via the web
• 98 per cent of consumers are highly satisfied with online shopping, with convenience being the key driver for 69 per cent, ahead of price, which was singled out by 33 per cent of online shoppers
• 71 per cent of home shoppers and over half (56 per cent) of non home shoppers like to receive catalogues, most preferring to get them through the post
• One in three non home shoppers browse a catalogue for at least one store purchase
• 75 per cent of home shoppers keep catalogues as a reference source for prices, browsing and ideas – and two fifths keep catalogues for over four months
• 85 per cent of home shoppers say that they recycle their catalogues
Val Walker, Head of Multi-channel Retail at Royal Mail, said: “The growing trend to shop from home means that almost two thirds of adults are now shopping in this way. While the biggest growth in home shopping has been witnessed online, it is interesting to see just how popular catalogues remain, especially among younger, tech savvy consumers.
“The evolving role of the catalogue as a sales driver for online and in-store shopping is stronger than ever with many consumers holding on to copies of catalogues for up to four months.”
Royal Mail’s Home Shopping Tracker Study is conducted every year and estimates the size of the UK market, both in terms of customers and spend. It also looks into consumer behaviour and attitudes towards home shopping.
