Wednesday, October 10th, 2012
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 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.
Shaun Ellis
P: 03 9224 5332


ecommerce, internet, retail, online



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