Aussies’ online shopping habits revealed in new IAB data
Online shopping is a significant part of Australia’s retail landscape, with 83% of online shoppers making purchases each month.
Data released by IAB Australia and Pureprofile found that consumers are seeking value, with more shoppers prioritising lower prices and discounts and 62% switching products and brands to find cheaper alternatives.
When finding the best offers, shoppers use a range of price and product discovery options.
While search engines remain the most used method, 38% use price comparison sites and services, and 20% major shopping events to look for discounts and product discovery.
The report also disclosed the habits of younger shoppers, with 58% of those aged 18-29 noting that influencers and social media impact their research and shopping habits.
For this age group, convenience remains the top reason for purchasing online (68%), with time-poor 18-49s prepared to pay more for convenience.
Moreover, loyalty and rewards programs remain important for shoppers, with 92% enrolled in at least one such program and 95% willing to share some data with retailers in return for benefits such as discounts, coupons, free delivery, rewards points and cash back.
IAB Australia CEO Gai Le Roy said the increased importance of loyalty programs for shoppers and retailers is underpinned by trust, transparency and a clearly understood value exchange.
“It is critical that retail businesses ensure they are providing clear information about their use of shopper’s personal information, particularly with new privacy regulations in Australia imminent.”
Pureprofile CEO Martin Filz added: “In a quest for savings, consumers are prioritising the best deals and frequently switching brands to secure better price.
“While budgets are tighter, retailers still have a great opportunity to capture attention with most consumers still engaging with some form of retailer marketing.”
Clothing, fashion and shoes (70%), groceries (58%), and meals and takeaway (56%) were the top three products purchased online.
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