Nielsen Research Shows Aussies Are Obsessed About Online Shopping

Young Beautiful Woman Sitting On Couch Shopping Online
SHARE
THIS



Australian shoppers are seeking more information about the products and services they are buying online and are increasingly price savvy. Fortunately, the age of online shopping is well and truly alive and providing a plethora of opportunities to educate, engage and inform the shopper throughout the purchase journey.

The 18th edition of Nielsen’s annual Australian Connected Consumers Report found nearly all online Australians have used the Internet to do some form of purchasing activity; and around one-in-four purchase items online at least weekly.

Looking at purchasing trends by category, it is evident there are some major shifts in the Australian online retailing landscape. For the first time, consumers are purchasing more clothing, shoes and accessories online than travel related purchases. Entertainment purchases such as concert, movie and event tickets as well as food and grocery (excluding fast food) also experienced growth.

Category Purchasing

TIME OF DAY SHOPPING NOT THE SAME FOR ALL

Despite the growing trend of consumers trying their hand at shopping across more categories online, this has not affected any changes in the time people are logging on. Online shopping in general occurs throughout the day, with a major peak in the evenings between 6pm and 10pm and a smaller peak at the start of the work day – a pattern that has been consistent over the past few years.

However, while most online shopping occurs in the hours between 6pm and 10pm, the important 60+ age group is the opposite, with the majority of online shopping occurring between 9am and 12pm. This age band is also far more likely than any other to purchase wine online (26 per cent). Retailers and manufacturers need to be equipped to understand the differing demographics accessing their products and sites so as to engage the right person with the right message at the right time.

Online Shopping By Time Of Day

MOBILE DEVICES ARE A KEY TOOL IN ALL STAGES OF SHOPPING

Although the traditional PC still prevails as the key device used for online shopping, it is in sharp decline as mobile usage increases. Use of mobile devices to research products while in-store is also a popular activity to aid in decision making; over half the online population research and compare prices in-store at least sometimes before making a purchase. Huge opportunities exist for retailers and brands that can develop online sales processes and marketing campaigns that are more conducive to mobile devices.

AT THE CHECK OUT, IT’S TAP, PAY AND GO!

Two-thirds of online Australians use a form of contactless payment (PayWave or PayPass) with a credit or debit card in shops; an increase of six percentage points vs. 2014. Regular usage of this form of payment has also increased three points to 33 per cent compared to last year, indicating further entrenchment of this convenient payment function. The wider adoption of contactless payments may pave the way for the mobile wallet, (i.e. ‘tapping’ your mobile phone for payments) however security issues are still a concern for half of online Australians regarding this method.

New Retail Habits

THE MORE DETAIL THE BETTER FOR THE FOOD AND GROCERY CATEGORY

Online food and grocery experienced a significant jump in consumer engagement, with almost one-quarter (24 per cent) of online shoppers making a purchase in this category in the past six months (up from 16 per cent in 2014). This was largely driven by steep increases in purchases by males and those aged under 45.

More than seven in ten online grocery shoppers say price is most important followed by product details (such as ingredients and nutritional information which is closely investigated by just over half who purchase online.  In fact, there is a growing interest particularly among younger consumers for specific product details and nutritional information highlighting the need for retailers and manufacturers to be very explicit and transparent with their product information online.

Content Requirements For Online Research

Adding to the fact that consumers are seeking out more detail about the product and services they are buying online; there is an increasing trend of online Australians seeking out products and information direct from the source. When researching food and groceries, the number of consumers going directly to the retailer’s online destination is still dominant but in decline, whereas visiting the manufacturer’s site or app grew by 11 per cent to a total of 40 per cent.

Online Research DestinationsThe continued growth of connected commerce is inevitable and the shopper journey of the Australian connected consumer is becoming more complex and fluid. We are incorporating digital touchpoints along the entire process; from reviewing products online at home, to using smartphones as personal shopping assistants in the store. Nearly six-in-10 consumers will look at an item in-store, but ultimately buy it online instead.

With consumers easily shifting between online and offline retail channels and demanding an abundance of information at hand, retailers and manufacturers must understand individuals’ behaviours and provide easily accessible product information and compelling offers in both environments.

Please login with linkedin to comment

Bavarian Bier Cafes. Sex

Latest News

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]