Who’s Shopping? Nearly 9.5 million Australians

Original article by Roy Morgan
Market Research Update – Page: Online : 12-Jun-18

A Roy Morgan Single Source survey has found that 9.46 million Australians 14+ (46.8%) purchased something online in an average four-week period in the year to March 2018, This represents an increase of 590,000 in just 12 months, and an increase of 2.3 million since 2014. The survey also shows that 4.5 million people buy something from the Entertainment and Leisure category in any given four weeks, followed by Fashion (2.7 million), Food and Beverages (2.4 million) and Reading Material (2.2 million). Meanwhile, analysis using Roy Morgan’s Technology Adoption Segments reveals that 49.1% of 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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