Nielsen Research Shows Aussies Are Obsessed About Online Shopping
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.
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.
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.
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.
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.
The 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.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.