Magazines have had their position in the purchasing mix further revealed in a new study by Other Lines of Enquiry for the Periodical Publishers Association (PPA), that goes some way to explaining consumer behaviour.
Magazines were found to enjoy a high level of brand loyalty, with 73% of purchasers buying the same titles on a regular basis, compared with only half willing to trial different titles.
The study showed that magazines were the primary reason for many consumers entering a newsagents such as WHSmith, whereas they became a secondary purchase within a supermarket environment, although they were the most popular additional purchase (21%) next to groceries.
On average, according to the research, shoppers who buy magazines have a higher basket value than those who don’t, with £23.45 being spent by magazine buyers and just £15 being spent, on average, by those who don’t.
Two thirds of shoppers considered buying a magazine a ‘special treat’ above CDs, DVDs, games and books. There was some evidence of a gender divide though, as men’s weeklies and monthlies were found to be in possession of the highest ‘special treat’ factor, followed by leisure titles and women’s monthlies, with women’s weeklies and television listing magazines rated as more of a routine purchase.
The most popular reason given for trialling a new magazine was a price offer. The second most popular reason was the front cover, with newsagent customers being the most receptive to cover mounting and competitions.
Phil Cutts, director of marketing, PPA Marketing, said: “The more media owners understand what drives consumers to buy their titles the more value they can pass onto their customers by making them even more relevant and engaging.
“In turn this will benefit magazine advertisers as the medium continues to cement itself as on of the most trusted by UK consumers.”
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