The latest data from Roy Morgan Research reveals that the online shopping juggernaut continued its upward trajectory last year, with 7,630,000 Australians aged 14+ (almost 40% of the population) buying one or more products via the internet in an average four weeks. This was a sizeable increase on 2011, when 5,704,000 people made online purchases per average four weeks.
All of the top 10 online retail categories have increased in popularity since 2011. Most notable was Food and Beverages, which saw a huge proportional increase in online shoppers. In 2011, 568,000 Australians bought one or more products from this category in an average four weeks — a figure that almost tripled to 1,586,000 in 2014.
Reading Material was another one: 2,016,000 Australians purchased something from this category in an average four weeks last year, up from 1,095,000 in 2011. The number who bought Fashion online also rose (from 1,062,000 to 1,936,000 people), as did those purchasing Fashion Accessories (up from 210,000 to 495,000).
Ten most popular online shopping product categories in 2014
Source: Roy Morgan Single Source (Australia), January 2014-December 2014 (n=15,944).
Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:
“Purchased by 40% of the country’s internet shoppers in an average four weeks, Entertainment and Leisure items (shows, movie tickets, events etc) are showing no sign of being challenged for top spot as Australia’s most popular online shopping category. However, it was not the fastest growing online retail category over the last four years.
”That honour belongs to Food and Beverages, a category spanning alcohol, groceries and fast food. As we reported last year, buying alcohol online is becoming increasingly popular. Last year, 577,000 Aussie adults bought alcohol over the internet in any given four weeks — comprising more than a third of the total people who purchased anything from the Food and Alcohol category.
“Our latest data indicates that Australian consumers' online shopping habits are evolving, with some categories gaining favour and others plateauing. Roy Morgan Single Source data not only tracks who is buying what online, but how much they’re spending. Our in-depth profiles contain insights to help your business stay competitive in this ever-changing marketplace.”
Roy Morgan Research
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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