Study: Lockdown Shopping Habits Are Here To Stay

Empty supermarket shelving during the COVID19 crisis in Australia - concept: hoarding
SHARE
THIS



With Australia in recession for the first time in nearly 30 years, Australians are more conscious of how they spend their money and what they receive in return. The changing expectations of Australian consumers and the key shopping behaviours that emerged throughout the pandemic have been revealed in new independent research conducted by Opinium Research and commissioned by Adyen.

The Adyen Agility Report details the findings of a survey of more than 25,000 respondents, including 2000 Australian adults, and provides a guide to help retail and hospitality businesses secure customer loyalty in an ever-changing market.

Australians still love shopping in-store

While COVID-19 has been a huge catalyst for change, it’s also solidified our preference for certain activities, including shopping in-store. Of all consumers surveyed, Australians have the strongest desire to shop in-store (72 per cent) compared to 62 per cent of Americans and 50 per cent of Brits. Nearly two-thirds (63 per cent) of Australians are also looking forward to shopping in-store for pleasure again, well ahead of the global average of 55 per cent.

Adyen country manager Australia and New Zealand Michel van Aalten said: “The businesses that consistently performed the best throughout the coronavirus pandemic were those that combined their physical and digital worlds to create a fluid, channel-agnostic experience which prioritised the customer. Australian consumers are more conscious of how they spend their hard earned money and expect good service in return. While we’ll continue to enjoy shopping in-person, online is on the rise, across all age groups. If retailers want to capitalise on this newly converted audience, they need to focus on being agile and delivering seamless and secure experiences across all channels.”

But the shift online is real and here to stay

The pandemic caused a mass migration to online channels, particularly as lockdowns swept across the country, and Adyen’s research suggests that consumers have been won over by the channel’s convenience. More than a quarter (27 per cent) of Australians said they shopped more online during the pandemic than they did previously – although less than our global counterparts in the USA (36 per cent) and UK (33 per cent). A third (33 per cent) of Australians will also shop online more often now than before. This skews by age, with 46 per cent of 18-34 year olds planning to embrace this habit, compared to 38 per cent of 35-54 year olds, and 17 per cent of those aged 55 and older. The appeal of online shopping is far-reaching, with 28 per cent of those who prefer to shop in-store acknowledging they will also shop online more.

Experience is everything

A key finding from the research is that Australians don’t tolerate bad experiences – 72 per cent won’t return to a retailer if they’ve had a bad experience, either in-store or online. But they do also reward those who help them out, particularly when times are tough. The vast majority (78 per cent) say they will continue to support the retailers they relied on during the pandemic. And given the love for physical stores, it’s also significant that most prefer to shop with retailers located nearby because they want them to stay open (67 per cent).

Positive online shopping experiences are also growing. A quarter of Aussie consumers are now less likely to shop in-store because of their positive online experience during the pandemic. This is stronger among female respondents (28 per cent) compared to males (22 per cent) and among younger shoppers aged 18-34 (41 per cent), compared to 35-54 year olds (29 per cent) or those aged 55+ (10 per cent).

“Unified commerce continues to grow as customers demand more flexibility and multi-channel experiences. And this growth is likely to remain – 70 per cent of Australians said they’d like retailers to remain online, even as stores continue to reopen,”said van Aalten.

 

Please login with linkedin to comment

ayden Shopping

Latest News

Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office
  • Marketing

Ogilvy Australia CEO David Fox To Head Middle East & North Africa Office

Ogilvy has announced David Fox will be promoted to the role of CEO for the Middle East and North Africa (MENA) region, effective March 1, 2021. Based in Dubai the new role encompasses responsibility for nine countries and 10 offices across the region.  The move to a new regional position follows six and a half […]

Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings
  • Media

Vic Gov Chooses QMS For Its Holidaymaker Fire Warnings

Holiday goers leaving Melbourne are being reminded to check Fire Danger Ratings (FDRs) to ensure they are fire safe and ready as they head out of the city and into regional Victoria. As part of the annual Victorian Fire Season campaign, the Victorian Government’s (Vic Gov) latest outdoor campaign harnesses the dynamic capability of digital […]

Top view photo of podcast concept - lightbox with letters podcast on it, headphones and professional microphone on the table
  • Marketing
  • Media

Marketers, Digital Experts, Podcasters & Bloggers Among 2021’s “Jobs On The Rise”

LinkedIn has unveiled its annual Jobs On The Rise report and – despite the usual suspects – it’s good news for those workers who possess digital skills and can work remotely. You can read the report in full here. As you’d expect, the report was headed by the always in-demand occupations such as health care […]

Photo series of a japanese podcaster making video podcast from his home studio.
  • Technology

Have We Entered Peak Podcasting? 2021 Predictions

Henrik Isaksson is the regional managing director at Acast AU & NZ. In this opinion piece, he gives his top prediction on what 2021 will bring for the podcasting world. Despite a volatile media environment in 2020, podcasting has continued to grow from strength to strength. We have seen record listen numbers month-on-month and advertising […]

Opinion

by B&T Magazine

B&T Magazine
Lenovo Turns Aussie Tech Review Into A Death Metal Song
  • Campaigns
  • Technology

Lenovo Turns Aussie Tech Review Into A Death Metal Song

Lenovo has released a new campaign that applies a surprising creative twist to reviews of its products, combining them to form death metal songs. Yes, you read that correctly. The works come from Omnicom-owned Swedish agency Ehrenstrale, in a bid to target gamers, which Ad Age reports are an important audience for the brand, and […]

by B&T Magazine

B&T Magazine
Major US Networks ‘Boycott’ Trump Farewell Address
  • Media

Major US Networks ‘Boycott’ Trump Farewell Address

Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]

by B&T Magazine

B&T Magazine
Stock close up image showing a “subscribe” button on a website with hand shaped cursor
  • Media

Facebook Journalism Program Helps News Publishers Find New Subscribers

New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]

Kate Langbroek Returns To Melbourne’s Chapel Street For ‘Support Local’ Campaign
  • Campaigns

Kate Langbroek Returns To Melbourne’s Chapel Street For ‘Support Local’ Campaign

Radio personality and comedian Kate Langbroek has returned from Italy to rediscover Melbourne’s iconic Chapel Street Precinct, which has seen a post-lockdown renaissance of business over summer. Langbroek has stitched the words ‘Support Local’ on her sleeve, making visits to many Chapel Street Precinct businesses with a film crew capturing each of the business owners […]

Kogan Pays $310K For Breaching Spam Laws
  • Marketing

Kogan Pays $310K For Breaching Spam Laws

Here's a stern lesson for any email spammers out there. Let's just hope those Nigerian billionaires are reading today.

by B&T Magazine

B&T Magazine
Koala Conquers COVID Hurdle For New Commercial With 12K Video Shots
  • Campaigns
  • Technology

Koala Conquers COVID Hurdle For New Commercial With 12K Video Shots

Paying homage to the Vincent Desiderio painting ‘Sleep’ and Kanye West’s ‘Famous’ music video, Koala Furniture’s new commercial shows a range of people all comfortably sleeping on their Koala Mattresses. Like the ‘Famous’ music video, the commercial for Koala’s new mattress begins with a close up of a single sleeping person and then slowly pulls […]

The US Capitol Building at dusk.
  • Technology

Tinder, Bumble Banning US Capitol Rioters

Dating apps have banned the US Capitol rioters. However, that's not to say there's not plenty of loons & psychos left.

by B&T Magazine

B&T Magazine
PEDESTRIAN.TV Moves Self-Care Festival Online For 2021
  • Media

PEDESTRIAN.TV Moves Self-Care Festival Online For 2021

Pedestrian Group has announced it will be taking the third iteration of its national self-care festival Selfish online in 2021. Selfish Sessions, running virtually from February 24 – 26, will reflect on what self-worth means to young Aussies, focusing on long-term strategies to improve their intellectual, emotional and creative wellbeing off the back of a […]

A-League Clubs Partner With Epic Games In New Fortnite Campaign
  • Media

A-League Clubs Partner With Epic Games In New Fortnite Campaign

This week, three A-League clubs will partner with Epic Games to celebrate global football in Fortnite, alongside more than 20 other top clubs from around the world. Starting on Sunday, players can choose from 10 different variants of new “Kickoff Set” outfits to represent their favorite club in-game. Each outfit can be swapped to any […]