Page 30 - Tax Free Catalogue Covers Research Report
P. 30
The “Vacation” themed Catalogue Covers are most likely to be picked up. 4 in 5 travellers would be quite/very likely to pick up the Catalogue Cover with the wave (1a)
30
Catalogue Cover Most Likely to Be Picked Up – Total Level
➢ The “Close Up” theme featuring a model wearing a large hat and matching accessories (5a) was third most likely to be picked up cover by 3 in 5, while just over half, 53%, would pick up the two “Beach Babe” themed covers
➢ The “Fashion” covers were least likely to be picked up. 2 in 5 said they would be unlikely to pick up the cover featuring the model in a blue dress (4a), which is higher than the proportion likely to pick it up (28%). Males are significantly more likely to say they would pick up the “Fashion” themed covers than females
80%
76%
% Very/quite likely
Vacation 1a
Vacation 1b
Close Up 5a
Beach Babe 3a Beach Babe 3b
Fashion 4b
Fashion 4a
59%
53%
53%
50%
Product 2b
43%
Product 2a
42%
Close Up 5b
39%
28%
Most likely to be picked up
Least likely to be picked up
Q5. For each magazine cover, please indicate how likely you would be to pick up the catalogue?
Base: Total sample (416)
