Sitecore today reveals that for most Australian consumers, Amazon is not the first site they go to for online shopping.
Sitecore’s survey of nearly 3,000 Australian consumers, conducted by global research specialists Advanis, reveals only slightly over a fifth of Australian consumers see Amazon as their first destination for online shopping.
The survey showed that Amazon’s online retail service is overwhelmingly favoured by younger generations. Adoption of Amazon as the go-to site is higher among Gen Z, compared to older generations (31 per cent v 21 per cent).
The survey showed Amazon’s retail offering is seen as more tailored to consumers. Nearly one in three Australian consumers are finding Amazon’s shopping experience to be more personalised when compared with other retailers. On aggregate, Amazon shoppers in Australia would move to other retailers if they provided the same incentives, discounts and purchase experience as Amazon.
Despite the high trust and personalisation of Amazon’s shopping experience, 4 in 10 Australians—and half of Gen Z (53 per cent vs. 39 per cent among older gens) – would like to reduce the amount of shopping they do on Amazon. The research also said that Gen Z in Australia are more likely to shop directly from brands online, rather than Amazon (75 per cent vs 66 per cent).
For Australian Amazon consumers on aggregate, the biggest reasons to move away from the giant are better choices from other retailers and counterfeit or low-quality products.
One third of Australian shoppers end up on Amazon based on search results, and 31 percent of consumers first shop around on other sites.
Paige O’Neill, CMO, Sitecore, comments on the findings, “The battle for digital retailer brand preference is in its early days in Australia. There is an opportunity here for Internet commerce players to expand their share of the market, but it won’t be an easy win. They’ll need to offer comparable levels of service and personalisation throughout the customer journey as the fight for market share heats up.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]