9.6 million news media readers bought house and home products in the last month, according to analysis of emma data by NewsMediaWorks.
Out of these spenders, news media reaches 7.2 million furnishings and homeware spenders, 5.2 million hardware and gardening spenders, and 3.4 million white goods and appliances spenders.
News media readers (both print and digital) have greater disposable income than non-readers who purchase house and home products. They are also 20 per cent more likely to be big spenders on these products:
News media readers aren’t just looking for the discount brands, either, with 75 per cent saying they believe quality is more important than price.
Download the research deck and infographic below