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Reading: Nielsen: Aussie Retailers Enjoy Cracker Online Christmas Season
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B&T > Marketing > Nielsen: Aussie Retailers Enjoy Cracker Online Christmas Season
MarketingTechnology

Nielsen: Aussie Retailers Enjoy Cracker Online Christmas Season

Staff Writers
Published on: 22nd January 2018 at 10:02 AM
Staff Writers
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More adult Australians than ever took to online retailers and department stores for their Christmas shopping in December 2017 (14.4 million), growing the number of people who visited the online mass-merchandise sub-category by 6.3 per cent when compared with December 2016.

Almost nine million (8.8 million) adult Australians spent an average of 56 minutes online during December 2017, searching and shopping in the mass-merchandise sub-category via desktop. More Australians accessed via their smartphones (9.3 million), however with a lower average time of 18 minutes per person, followed by tablet with 4.9 million people who spent close to 17 minutes on average per person.

Screen Shot 2018-01-22 at 9.59.15 am

Grocery retailers also fared well with their online offerings over the Christmas period, with Woolworths, Coles and ALDI all reporting notable growth in audiences to their sites and apps.

Screen Shot 2018-01-22 at 10.00.03 am

Woolworths reported a unique audience of 8.1 million Australians, a 14.4 per cent increase in people when compared with the prior year. This was followed by Coles (5.1 million, +7.2 per cent) and ALDI (2.5 million, +14.4 per cent).

Online electrical and department stores also saw an influx of adult Australians in December 2017 when compared with the year prior, despite some individual brands showing year-on-year declines in audiences. However, month-on-month increases showed an overall increase in online audiences.

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TAGGED: Nielsen, Shopper Marketing
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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