How We Shop: Trends in Australian Shopping Behaviours

Original article by Roy Morgan
Market Research Update – Page: Online : 19-Jun-18

Recent research by Roy Morgan found that 9.46 million Australians aged 14+ now shop online. While all demographics are recording a positive growth rate, the strongest growth is from the less affluent demographics. Australians in the FG Socio-Economic Quintile, those classified as Light Spenders, and those belonging to the Roy Morgan Value Segments of "Fairer Deal" (a 9.5ppts increase) and "Something Better" (15ppts increase) all recorded higher growth rates of internet shopping between March 2015 and March 2018 than their wealthier counterparts. The late adopters of the technology community are also now the highest growing demographic for online shopping. Analysis using Roy Morgan’s Technology Adoption Segments shows that Technology Traditionalists have recorded growth of 7ppts in online shopping, while Technophobes grew by 7.1ppts, the highest of all segments. Comparatively, the Technology Early Adopters saw growth of only 3.9ppts, and the Digital Life segment recorded growth of just 4ppts.


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