Digital catalogues are increasingly shaping how Australians shop, but new research reveals that they’re not only replacing paper catalogues, they’re actively driving in-store visits.
The study, which was commissioned by Shopfully, the international tech leader in Drive to Store, and conducted by NielsenIQ, surveyed 1000 Australian consumers to better understand how shoppers plan, browse and ultimately decide where to shop.
Despite the growth of e-commerce, the study shows the importance of physical retail, with 98% of respondents saying they still make purchases in-store, with only 2% identifying as online-only shoppers.
While most shoppers (81%) begin their buying journey online, more than a third of shoppers (37%) rely on digital catalogues to plan and prepare.
Among catalogue browsers, 60% are hunting for promotions and deals, 45% are using them to plan which stores to visit, and 43% are leveraging them to organise their shopping lists.
This reinforces the notion that catalogues play a critical role in helping consumers feel prepared and purposeful before stepping into a store.
Rise of digital catalogues
Digital catalogues are gaining ground rapidly – not just in preference, but also in frequency and depth of use.
According to the research, 44% of Australian shoppers say they prefer digital catalogues over their paper counterparts, drawn by their convenience, accessibility, and often richer content.
In fact, 39% of shoppers report that they have increased their use of digital catalogues over the past year, and a striking 89% of that group say they plan to maintain this habit moving forward.
Weekly engagement is also on the rise, with digital catalogue readership now averaging 2.9 times per week – marking a 38% increase since 2023.
And it’s not just frequency that’s growing; so is the time consumers spend engaging with this medium.
On average, Australians now spend 9.4 minutes browsing digital catalogues, outpacing the 8.9 minutes spent with paper versions.
“What we’re seeing is a clear behavioural shift in how Australians shop,” says Brendan Straw, Country Manager for Shopfully Australia.
“Digital catalogues aren’t just replacing their paper predecessors – they’re directly influencing the purchasing journey.”
The data reveals that a significant 71% of consumers say they “always” or “sometimes” refer to a digital catalogue when deciding what to buy, compared to 60% for printed versions.
This trend holds particular strength across key retail categories such as grocery, department stores, electronics, and health & beauty, where pre-purchase planning and promotions are paramount.
‘Strategic marketing tools’
With nearly half of shoppers (49%) actively using catalogues to plan their store visits, these tools have evolved from passive promotional formats into dynamic drivers of consumer behaviour and in-store foot traffic.
“Catalogues, particularly digital ones, are no longer just promotional materials – they’re strategic marketing tools in today’s retail landscape,” says Mr Straw.
“Shoppers are using them to plan ahead, seek out value, and choose where to shop.
“For retailers, this means catalogue inclusion in the digital marketing mix isn’t optional, but essential for driving footfall, influencing purchasing, and staying front-of-mind in an increasingly competitive market.”
