According to the data, Australians who have read four or more latest magazine issues are around a third more likely than the average to agree they are often one of the first to try new food products, new supermarket brands or new health foods.
Of all media types, magazines have the highest proportion of heavy users who appear to be receptive to trying new grocery type products.
Overall, 26 per cent of Australians say they are one of the first to try new brands available in the supermarket; among heavy magazine readers its 35 per cent.
General manager of media Tim Martin says the results 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,” says Martin.
“Roy Morgan Research can provide publishers and advertisers with full cross-media analysis of where to find these early adopters, and how to target those who not only try a new product, but talk about it with their family and friends.”
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