Global Retail Study: Aussies Protective Of Data, Seek The Opinion Of Friends & Use Wearables When Shopping
A global retail study has found Australians are very nervous about their data privacy, regularly use tech devices when we’re out shopping, and value the opinion of friends and family before making a purchasing decision.
The’s just some of the findings of the study by global marketing and technology agency DigitasLBi’s 2016 Connected Commerce study which revealed the latest retail trends in 15 countries including Australia.
Key findings of the study included (please note, this is view of all nations not just Australia’s)
Impatience is a virtue
Some 18 per cent of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38 per cent expecting delivery within a day, while Danish customers are the most relaxed (seven per cent). Only about one in 10 Australians (12 per cent) expected deliveries in a day.
Second opinion
Seventy-eight per cent of online shoppers globally look for other shoppers’ opinions online before making a purchase. This behaviour is most prevalent in Asia, with consumers in China (95 per cent), Hong Kong (89 per cent), India (89 per cent ) and Singapore (88 per cent) most likely to look for opinions before buying. It was 67 per cent in Australia.
Friends and family
Thirty-five per cent of consumers consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44 per cent) while Italians are least likely (22 per cent). Sixty-seven per cent of Australians seek family and friends’ opinions before making a decision.
Death of a salesman
Only 10 per cent of shoppers globally say that the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 38 per cent who say that the ability to test products is the main draw. The salesperson’s craft is most valued in Denmark, with 19 per cent saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5 per cent).
Location, location, location
The study reveals the categories of item that people are most likely to shop for in bed, with fashion and health and beauty the most popular (both 19 per cent). Italians are more likely than any other nation to shop in the kitchen, with 24 per cent shopping for food in the kitchen and 23 per cent shopping for household items.
Wearables
Some 29 per cent of consumers globally shop online using wearable devices. Chinese and Indian shoppers are most likely to shop via a wearable (both 48 per cent ) while shoppers from the Netherlands are least likely (11 per cent). It was 24 per cent for Aussies.
Commenting on the Australian findings, DigitasLBi’s Maurice Riley said: “Predictions of the fast growth of online shopping in Australia have not been greatly exaggerated. Many market analysts have said Aussies would consume online services as fast as they were made available and, looking at the data from Connected Commerce 2016 it appears to be true.
“That said, an interesting dichotomy exists between the online shopping services Aussies crave and their unwillingness to share personal data. Retailers have the opportunity to bridge this data disconnect by making sure consumers clearly see enough value from the data retailers already collect,” he said noting 79 per cent of Australians had concerns about sharing their personal data.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.