New Study Says Young Women Still Want Bricks And Mortar

group of friends shopping in a mall
SHARE
THIS



The influx of overseas online retailers has not deterred young Australian women from bricks and mortar stores with shoppers favouring both online shopping and in-store shopping experiences, according to a new study from cross-platform audience insights survey, emma™(Enhanced Media Metrics Australia).

Younger women aged 25 – 35 are far more likely to seek information, entertainment and advice ‘on the go’ using connected mobile devices, laptops and their large social networks, which are a key influence on their fashion purchases.

The emmaTM Retail Trends and Insights report, Having It All, reveals that 25-35 year-old women’s shopping and media consumption habits create key opportunities for Australian retailers to engage these consumers both in-store and online to drive impulse purchasing and expand the range of products considered.

“Our emma research has found that the hyper-connected 25-35 year-old Australian woman, with her love of shopping, the in-store experience and social nature of shopping, is highly receptive to targeted retailer messaging and promotions,” Ipsos MediaCT managing director Simon Wake said.

“Public space WiFi services will further provide the means to reach consumers at the optimum time. Combined with imaginative use of social media and geo-locational mobile apps, retailers can take advantage of the higher frequency shopping and media habits of young Australian women to engage these consumers wherever they are – in-store, out and about and online.”

The emma data found that the way women shop for clothing, shoes, fashion items and cosmetics is influenced by their discretionary income, time and media preferences. The average spend for older women in their last purchase, for example, was $180 online and $168 in-store, while younger women spent $118 and $115 respectively.

Younger women see shopping as a fun, social occasion. They are ‘commando raiders’ who shop more often but in shorter bursts because they usually have young children still at home.

Younger women are also more frequent shoppers online, with up to 50 per cent of their total fashion spend going to online retailers. In the past year, one in four younger women has bought fashion from an Australian online retailer and one in 10 from an international outlet.

Older women are more premium shoppers and spend 40 per cent more than younger women on clothing in-store. They are less frequent but more leisurely shoppers.

The most popular fashion and clothing retailers for women are Big W, Kmart, David Jones, Target and Myer, while among the online retailers ASOS, The Iconic and Net-a-Porter are the most popular.

Ipsos SMX – Social Intelligence further compared consumer attitudes and motivations around department stores revealing a symbiotic relationship between bricks and mortar and online purchasing.

It is well known that consumers visit stores to get the right size and colour choice and then buy online, but the reverse is equally common: consumers frequently research online and then visit in-store to try on and then buy with a better discount or to meet an immediate need.

“emma, our cross platform audience insights survey, offers greater scope to track emerging behaviours, analyse the role of social media and other channels in purchases, and enables geo-specific targeting in new ways,” Wake said.

 

Please login with linkedin to comment

2Day FM

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]