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Domestic (printed) bliss: Australians prefer home and garden magazines to websites

Source: Roy Morgan Single Source (Australia), October 2012 – September 2013 (n = 49,846), Australians 14+ “Trusted Advisers” decorating ideas for home (n = 2,886), information on home renovations (n = 3,262); Australians 14+ that bought or built a house, apartment or unit in the last 12 months (n = 1,079), Australians 14+ that have Household Insurance (n = 30,266)
So much for websites poaching readers from print publications: when it comes to magazines, at least, many titles are thriving. Take home and garden magazines, a category spanning publications such as Home Beautiful, House & Garden and Real Living, for example. In the last month, 16% of Australians (or more than 3 million people) read a home and garden magazine — double the 8% who visited a website from this category.

Furthermore, magazines of this type tend to attract a higher proportion of readers who could be considered ‘high-value’ than their online counterparts: ‘Trusted Advisors’ in home renovations and decorating, plus recent home buyers and people with household insurance.

The word of mouth multiplier

As the latest figures from Roy Morgan Research indicate, home and garden magazines are read by more than double the percentage of ‘Trusted Advisers’ in home renovations (23%) and decorating (25%) than websites (10% each).

Often asked for their suggestions and advice by friends and family, Trusted Advisers are highly credible sources of ‘word of mouth’ marketing — ensuring that any home or gardening advertisement that catches their eye while they’re leafing through the latest issue of their favourite magazine stands a chance of (indirectly) reaching a far wider audience.

‘Trusted Advisers’ for Home Renovations & Decorating: Magazine Readers vs. Website Visitors

trusted-advisers-home-garden-mags

Source: Roy Morgan Single Source (Australia), October 2012 – September 2013 (n = 49,846), Australians 14+ “Trusted Advisers” decorating ideas for home (n = 2,886), information on home renovations (n = 3,262).

Home buyers and hard copy

Similarly, a much larger percentage of recent property buyers read home and garden magazines than visit home and garden websites. The same can be said of people with household insurance. As the chart below reveals, this trend is strong across Australians who have bought or built new or established homes in the last 12 months.

For example, 36% of people who built a new house in the past year read the last issue of at least one home and garden magazine, four times more than those who visited a website.

House/Apartment Buyers in Last 12 Months: Magazine Readers vs. Website Visitors

home-buyers-mags

 Source: Roy Morgan Single Source (Australia), October 2012 – September 2013 (n = 49,846), Australians 14+. Australians 14+ that bought or built a house, apartment or unit in the last 12 months (n = 1,079), Australians 14+ that have Household Insurance (n = 30,266)

Michele Levine, CEO, Roy Morgan Research, says:

“As websites become more mainstream, magazines are increasingly catering for ‘niche’ communities of readers with specialist interests and knowledge. Hence, marketers cannot underestimate the value of magazine advertising, and the kind of readers who will be exposed to it.

 “Our data continues to show a very important place for magazines, especially across these well-informed ‘niche’ audiences. Naturally, specific titles show different results, but home and garden magazines in general attract a larger readership than similar websites, as well as a higher proportion of sought-after ‘trusted advisers’ in home decorating and renovations.

“Likewise, recent home-buyers comprise an important part of these magazines’ readership. As home-owners are far likelier than renters to be interested in home improvements, advertisers in this category of magazine can be sure of a receptive audience. Similarly, those with household insurance clearly place a high value on their home and contents, and thus represent a potentially lucrative target market for advertisers.”

For comments or more information please contact:

Michele Levine, CEO
Telephone: +61 (3) 9224 5215
Michele.Levine@roymorgan.com

Please click on this link to the Roy Morgan Online Store

Related research

View our extensive range of Word of Mouth Profiles, including Trusted Advisers, and more, or our range of Media Profiles including Magazines and Media Most Useful.  These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2