Thursday, April 25th, 2013 - Roy Morgan Research

Around 1 in 2 department store customers also buy over the internet, the latest retail tracking by Roy Morgan Research shows, with David Jones and Myer customers more likely to go internet shopping than those who shop at Target, Kmart or Big W. 

Around 1 in 2 department store customers also buy over the internet, the latest retail tracking by Roy Morgan Research shows, with David Jones and Myer customers more likely to go internet shopping than those who shop at Target, Kmart or Big W.

More than half (53%) of Australians 14+ who shopped at David Jones in the last four weeks also bought something online in that same period, up from 39% in early 2011. 47% of Myer customers also shop online, up from 37%.

Around two in five discount store customers shopped online, a comparable proportion to this time last year.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Customers at Myer and David Jones are clearly comfortable also shopping online, whether it’s for products and brands unavailable at the department store or for the same goods at better prices.

“This could be seen by the department stores as either an opportunity to pitch their own emerging online stores to these web-savvy customers, or a risk through lost in-store sales opportunities.

“Whether people buy online or not has a lot to do with where they sit on the Technology Adoption Curve: early adopters are much more likely to buy online than those at the ‘lagged’ end.

“It is clear that department store shoppers are increasingly willing to at least try purchasing something online. The strong dollar is attractive for those willing to risk buying from overseas, and with some local online retailers offer free delivery and returns, buying online is less risky than ever before.”

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Source: Roy Morgan Single Source (Australia), Australians 14+ Jan 2011 – Dec 2012. Rolling quarters, average sample n = 5,023. Base: Australians 14+

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Online shopping, Department Store Customers

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