Wednesday, January 15th, 2014

Australians with a tablet computer in the household are more likely to shop online and browse the internet while watching TV, the latest results from the Roy Morgan Retail Monitor show.

While 1 in 2 Australians 14+ now buys something over the internet at least every three months, this rises to nearly 2 in 3 (64%) among those with access to a tablet at home.

Nearly half of home tablet users (48%) say they like to surf the net while watching TV, compared with around 1 in 3 overall. 

Researching and Purchasing Products Online – Households with a Tablet Computer:

Source: Roy Morgan Single Source (Australia), October 2012 – September 2013, Australians 14+ n= 19,585; Technology Items Household Has: Tablet Computer (eg. iPad) n=6,617.

Warren Reid, Group Account Manager – Consumer Products, Roy Morgan Research, says:

“Interfacing through mobile devices, especially tablets, arguably offers a less-restrictive ‘browsing’ experience than traditional internet browsers, whether for scrolling through 6000+ pairs of shoes on an online product aggregator app such as ShopStyle, or swiping through a store’s ‘magalogue’. 

 “Consumers with access to a tablet are more likely to surf the net while watching TV and to shop online, and there is an ever-increasing number of online-only goods and service providers, such as eBay and Red Balloon, who now use TV advertising to reach customers.

“It’s important for bricks and mortar retailers to understand who and where these technologically equipped customers are, and to carefully monitor changes in how they shop. Perhaps smart TVs will become the next retail marketplace.”

“Australians in the Leading Lifestyles community of Helix Personas are the most likely to have a tablet computer in the household. ‘Self-Made Lifestylers’ (103) of well-educated, high-earning professional families are at the top—45% more likely than the average household to have a tablet.”

Contact Profile

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


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