Daily BulletinHoliday Centre

Business News

  • Written by Lillian Zrim, Associate Director for Nielsen
INFORMATION IS CRUCIAL FOR ONLINE AUSTRALIAN SHOPPERS

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%). 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% 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%) of online shoppers making a purchase in this category in the past six months (up from 16% 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% to a total of 40%.



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.
INTERWEBS DIGITAL AGENCY

How to Choose the Right Data Recovery Solution for your Business

In the modern business environment, data is one of the most important commodities. A typical B2C seller, for instance, offering home delivery service cannot deliver the product to the right addres...

News Company - avatar News Company

CrowdStrike Services Cyber Front Lines Report

New CrowdStrike Report Finds an Increase in Cyber Adversaries Turning to Business Disruption as Main Attack Objective CrowdStrike Services Cyber Front Lines Report offers observations gained from t...

Media Release - avatar Media Release

Which web design software is best for beginners

There are dozens of site-builders and software devoted to the art of creating a website. Some of these, like the one offered by Adobe, are more technically oriented and in many cases require a backg...

News Company - avatar News Company

GUZMAN Y GOMEZ TO OPEN ITS DOORS TO FIRST U.S. LOCATION IN NAPERVILLE

Guzman y Gomez (GYG), Australia’s favourite Mexican, is set to launch its first flagship restaurant in North America this month, opening its doors in the Chicago suburb of Naperville on January 16. ...

Media Release - avatar Media Release

All you need to know about SEO

To date, many enterprises in the country have already been able to appreciate the advantages of Internet site promotion. First of all, this is possible due to the relative cheapness of such promotio...

News Company - avatar News Company

Ways to improve the climate inside your office

Our work environment impacts our productivity and efficiency exponentially. Many researchers have provided factual data to support this claim. People who work in a clean, cozy environment show a h...

News Company - avatar News Company


The Conversation

Politics

Scott Morrison Press Conference - Australian Parliament House

Good afternoon. While we are facing more benign weather conditions in the short term, this morning, I received briefings from the Bureau of Meteorology, which set out that over the medium term out...

Scott Morrison - avatar Scott Morrison

Bushfire emergency support for primary producers

Farm, fish and forestry businesses in fire-affected regions will get the help they need to rebuild with an initial $100 million in emergency bushfire funding, which will be made available following ag...

Scott Morrison - avatar Scott Morrison

Immediate financial support for bushfire affected communities

The Morrison Government will provide an initial and immediate base payment of $1 million to 42 of the most severely bushfire impacted councils in New South Wales, Victoria, South Australia and Que...

Scott Morrison - avatar Scott Morrison

Travel

The Family Travel Handbook from Lonely Planet

Everything you need to know to take unforgettable trips with your children   Full of practical advice, ideas and inspiration for every type of family, Lonely Planet's The Family Travel Handbook ...

Adam Bennett - avatar Adam Bennett

3 Ideas for a Family-Friendly Holiday to Bali

A family holiday is always an exciting time, but it can often come with its fair share of challenges, especially when trying to keep every member of the family happy. Thankfully, the beautiful islan...

News Company - avatar News Company

The Best Things to Do in Adelaide Hills

Adelaide Hills has long been a relaxing escape for the people of Adelaide and beyond. Its proximity to the capital makes it an accessible destination that feels like you’re miles away from the hustl...

News Company - avatar News Company

ShowPo