Original article by Roy Morgan Research
Market Research Update – Page: Online : 30-Mar-17

A Roy Morgan Single Source survey has found that 44.2% of Australians aged +14 (just over 8.7 million people) bought one or more products via the internet in any given four-week period during the year to December 2016. This compares with 36.4%, or nearly 7 million people, in 2013. Some 3.9 million people bought items from the Entertainment and Leisure category in any given four weeks in 2016, followed by Fashion (2.3 million), Food and Beverages (2.1 million) and Reading Material (2 million). Meanwhile, analysis using Roy Morgan’s Technology Adoption Segments reveals that 51.9% of all online shoppers fall under the umbrella of either Technology Early Adopters or Professional Technology Mainstream, the two most digitally inclined segments of the population.

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