Wednesday, October 10th, 2012 - Roy Morgan Research
Entertainment & Leisure products are purchased by more online shoppers (46.9%) in an average four week period than any other category. Next most popular are Electronic Products (20.7%) and Fashion Products (20.1%) according to the latest State of the Nation Report (No. 12) from Roy Morgan Research.
Products purchased on the Internet in an average 4 weeks

Source: Roy Morgan Single Source (Australia), January-June 2012, n = 10,863.Base: Purchased products on the Internet in the last 4 weeks.

Although Travel Products (ranked 5th) are only purchased online by an average of 15.2% of online shoppers in an average four weeks, due to a higher average value per purchase, Travel is the clear leader in terms of dollar sales. For example, in the 12 months to June 2012, Travel (tickets & accommodation) accounted for 26.1% of the total $22.77b online shopping expenditure, well ahead of Entertainment & Leisure (16.9%) and Electronic Products (15.3%).

Michele Levine, CEO, Roy Morgan Research, says:
“Nearly half of all online shoppers are purchasing Entertainment & Leisure products, making this by far the most popular online purchase.

“With many products being purchased by less than 10% of online shoppers in an average 4 week period there is obviously plenty of scope for most categories to increase their online market presence.

“Although most people buy groceries regularly, only 10.3% are buying online. Obviously this leaves plenty of scope to increase online sales in this category.  In fact Food & Beverages purchased online increased by 24% over the last year, to reach $1.74b.”

View a video presentation of highlights from the report by Michele Levine at

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Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
Alex Dalidakis
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ecommerce, internet, retail, online



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