News media readers shopping for added value

Home and garden shoppers know what they want – quality products from quality retailers – and a significant majority of news media readers are prepared to pay a higher price.

Three in four news media readers believe quality is more important than price, while 63 per cent are willing to pay more if the quality is high. As the medium attracts 91 per cent of home and garden shoppers, it is the perfectly way to convert ads to sales.

News media reaches 11.1 million home and garden buyers and performs well across each of the vertical’s segments. News media reaches 4.2 million furniture and homewares buyers, 9.7 million hardware and furniture buyers and 1.7 million white goods and appliances buyers.

Home and garden shoppers are more likely to pay more than general news media readers. Spotlight shoppers are most likely to spend big on high quality items (+77 per cent), followed by Home Hardware (+75 per cent) and The Good Guys (+72 per cent) shoppers.

Home Hardware shoppers are most likely to agree than quality is more important than price at 79 per cent, followed by Bunnings, Mitre 10 and The Good Guys shoppers, each at 76 per cent.

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Targeting quality products to key demographics

Home and garden retailers currently spend $128 million on newspapers. This represents 29 per cent of the vertical’s total ad spend in offline media (excluding outdoor) of $434 million.

Retail brands are more likely to utilise the advertising power of news media.

Harvey Norman currently reports the second-highest overall newspaper ad spend, totalling $79.6 million annually. Furniture chain Domayne is the fourth-biggest spender at $47.2 million, followed by Myer at ninth with a spend of $19.5 million. Bunnings and David Jones round out the top five of home and garden retailers, spending $14.2 million and $13.1 million respectively.

Hardware and gardening is the most shopped segment of the vertical, followed by the furniture and homewares, with white goods and appliances still attracting shoppers in third. In each group, digital news media and newspapers saw very similar results in relation to reach.

Home and Garden Category in Focus_CHART 1

Home and garden shoppers tend to skew younger and female. Women dominate within the furniture and homewares group, accounting for 64 per cent of the market. Men slightly out-shop women in hardware/gardening and white goods/appliances at 53 per cent and 57 per cent respectively. Over 55 make up less than 40 per cent of the market in each of the three groups.

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Each of these groups are highly engaged newspaper readers, providing added value for advertisers.

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The food and wine sections are the best way to reach these big spenders, with an audience of 3 million shoppers. Home and garden shoppers are 16 per cent more likely to be readers of this newspaper section.

Home and Garden Category in Focus_CHART 2

The sections demonstrating the highest efficiencies for furniture and homewares include food and wine (26 per cent more likely), employment (24 per cent more likely) and the classifieds (18 per cent more likely).

Hardware and gardening sees efficiencies in the classifieds, insights and commentary and motoring sections, each indexing 28 per cent more likely to reach spenders.

Efficiencies for white goods and appliances were best seen in the technology section (58 per cent more likely), education (41 per cent more likely) and employment (31 per cent more likely).

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