Aussie shoppers shop online, but buy in-store

New research from Effective Measure into consumer shopping trends finds omni-channel experience is vital even though shoppers prefer to buy in the shop

Australian shoppers are leveraging digital channels to make purchasing decisions even if the final sale is conducted in-store, a new report claims.

The new Australian Shopping Behaviour Report released by audience measurement technology vendor, Effective Measure, found that while local and international retailers have invested heavily in online platforms, final purchases are more likely to be executed in-store. Two-thirds of men and nearly three-quarters of women surveyed said they research products online but chose to buy in a store.

According to the survey, committed online shoppers, or those spending 80 per cent or more of their budget online, represented less than 15 per cent of total respondents. The majority of respondents across both sexes actually spend at least 50 per cent of their budget offline.

In total, the NAB Online retail Sales Index showed Australian spending $14.7 billion on online retail, the equivalent of 6.5 per cent of spending with traditional stores.

However, digital platforms are increasingly becoming the pointer to the destination of the final transaction. The report also claimed the two-stage shopping process being adopted by consumers today is pushing the competition for buyer engagement and brand exposure online, particularly for larger ticket items.

“While there is rising consumer confidence, budgets have remained under pressure and shoppers are using all the digital research tools available to extract the best value,” said Effective Measure’s regional managing director for Oceania, Dinesh Arasaratnam.

“Digital research has become an intrinsic part of the shopping process, as a discovery method, features and price comparison tool. The multi-layered shopping process means that brands that can engage with consumers online and resonate with their audience across key factors such as price, quality and availability, can eclipse competitors in the high street.”

The top five shopping sites visited by Australians during the month of January were amazon.com, followed by auspost.com.au, bigw.com.au, harveynorman.com.au and coles.com.au.

The Effective Measures dashboard was based on a survey of 1720 Australian consumers via Effective Measure's network during December 2013 and January 2014.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in