Despite its popularity, the internet is not the One-Stop Shop it’s often made out to be. Australians still find printed catalogues more useful when they’re considering certain kinds of purchases: groceries (51%), toys (43%), kids’ clothing (42%) and cosmetics (38%), to name a few. Interestingly, given the growing popularity of online fashion shopping, more Australians (38%) prefer to look at catalogues when considering clothing purchases than the internet (21%). Catalogues also reign supreme for Aussies looking to buy alcohol: 43% consider them the most useful source of information, with the internet a distant second (15%). When it comes to purchasing home interiors,  furnishings, entertainment and electronics, it’s a draw: 31% of Australians prefer the internet and 31% prefer catalogues. George Pesutto, General Manager – Media & Communications, Roy Morgan Research, says: “While online shopping is undoubtedly here to stay, many Australians still prefer to leaf through a printed catalogue when in that purchasing frame of mind, , especially for smaller items like clothes and groceries. In an era where the choices of where to advertise seem to be growing exponentially, it should be comforting to advertisers that traditional mass media are still considered important to consumers when making the final decision. Of course, Australians are becoming more and more comfortable with online research and shopping, which offers an exciting opportunity for retailers also. In the end though, the continued popularity of printed catalogues sends a loud, clear message to marketers: we may be living in a digital age, but printed communication is still one of the most effective ways of reaching consumers in the market to buy.”