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
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.