Digital catalogues are increasingly influencing Australian shoppers’ decisions, especially when it comes to driving in-store visits and purchases, finds new research.

The study, commissioned by Shopfully and conducted by NielsenIQ, surveyed 1000 Australian consumers, offering a deep dive into how shoppers plan, browse, and ultimately decide where to shop.  

Despite a rapidly digitising world, the research reinforces the importance of physical retail, with 98% of respondents still making purchases in-store. In fact, only 2% identify as online-only shoppers.  

While online search at the start of the shopping journey still reigns supreme for the majority of respondents (81%), the research reveals it’s not just typical online search engines helping inform shoppers. Catalogues – especially digital – are gaining momentum, with over a third of those surveyed (37%) relying on catalogues to plan and prepare. 

Among those who browse catalogues, the most common motivations are practical: 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.

Rise of the digital catalogue

Digital catalogues are gaining ground rapidly – not just in preference, but also in frequency and depth of use. Today, 44% of those surveyed say they prefer digital catalogues over their paper counterparts, drawn by their convenience, accessibility, and often richer content. 

What’s more, 39% of respondents reported that they have increased their use of digital catalogues over the past year, and 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 Shopfully Australia Country Manager Brendan Straw.

“Digital catalogues aren’t just replacing their paper predecessors; they’re directly influencing the purchasing journey.”  

The data reveals that 71% of respondents 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 and beauty.

A strategic marketing tool

With nearly half of those surveyed (49%) actively using catalogues to plan their store visits, Shopfully says 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.”