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Australian Online Shopping

Australian Online Shopping
Did you know?
  • 7.7 million or 49% of online Australians have made a purchase online in the last 3 months. In the last year the number of Australians regularly shopping online has increased 40% (7.7 million 2011 vs. 5.5 million 2010).*
  • Australians are expected to spend around $16 billion shopping online this year; 77% of which will be spent locally. Over the next 12 months online shopping expenditure is forecast to increase by 16% to $18.4 billion.**
  • The most popular product purchased online is Travel; 15% of the online population have purchased flights/accommodation online in the last 3 months. This is followed by books/magazines (12%) and clothing/shoes (9%).*

  • The travel market (flights/accommodation) is also the most mature market in terms of online sales with 24% of revenue for the category generated online. This is followed by event tickets (21% of total sales online), physical books (15%) and computer hardware & software (14%).**
  • Smartphone and tablet devices are supporting the growth in online sales. More than a third of online Australians already use their smartphone and/or tablet device to buy products online.***
  • Australians typically research items online before they make an online purchase. 95% of online shoppers will view product information, price comparison sites and peers reviews online before they make an online purchase.***
  • Consumers across all demographics are shopping online. Males and females are equally likely to shop online (50:50) and there is representation across all age groups. However, those aged 25-49, are more likely to shop online.*
  • Managers and professionals are 27% more likely than the online population to shop online (62% have shopped online in the last 3 month). In comparison 50% of skilled workers have also shopped online in the last 3 months.*
  • Rural consumers are slightly more likely than the total online population to shop online; 50% of those living in country areas have shopped online in the last 3 month compared to 48% of those living in capital cities. This is most likely due to the retail limitations of rural locations, for example smaller product ranges. For city dwellers, online shopping offers convenience and price comparison from a single location.*

* Source: Roy Morgan single source data Mar’11

** Source: Telsyte Australian Digital Consumer Study 2011

*** Source: PWC & Frost & Sullivan Online Shopping report Jun’11

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