Figures compiled by market researcher Roy Morgan show that Aussies who have read four or more of the latest magazine issues are around one-third more likely than average shopper to be among the first to try new food products, supermarket brands or health foods.
Indeed, of all types of media, it is magazines that have the highest proportion of heavy users who are receptive to new grocery products.
Overall, 26% of Australians told Roy Morgan they are among the first to try new brands in the supermarket—and among heavy magazine readers it’s 35%.
Heavy users of other media including newspapers, internet and cinema are all within two percentage points of the national norm. Of regular cinema visitors, 31% are early grocery adopters, followed by 29% of heavy internet users.
In comparison, heavy consumers of newspapers, television and radio are in line with the population average.
A total of 20% of heavy magazine readers will eagerly test a new health food, compared with 15% of all Australians. This again scores well against heavy users of other media, including newspapers, TV and radio.
Lesson to companies
According to Tim Martin, media general manager at Roy Morgan Research, the results of the study provide a compelling argument for the value of advertising new products in magazines.
“As well as being quick on the uptake when it comes to new grocery items on supermarket shelves, heavy magazine readers are also much more likely than the average Australian—and heavy users of all other media types—to be among the first to dine out at the latest restaurants, buy the latest fashions, try a new hotel or resort, try a new diet or buy a new model car.”
Not only are they early adopters, they are also eager to talk about their discoveries with family and friends, making them an ideal audience for food industry advertisers, Martin added.