Original article by Roy Morgan
Market Research Update – Page: Online : 23-Jul-19

The latest research from Roy Morgan shows that 19.9% of Australians aged 14+ who buy home products shopped at Kmart in an average three months in 2019, up 9.4% points from five years ago. In contrast, Big W’s share of home products customers has declined by 2.2% points to 8.1%, and Target has declined by 4.1% points to only 5.6%. Meanwhile, only 2.9% of home products customers shop at eBay, up a modest 0.6% points from five years ago, and the gap between eBay and Kmart has grown from 8.2% points in 2014 to 17% points in 2019. Roy Morgan CEO Michele Levine says the performance of Kmart in recent years is a shining example that traditional retailers can be (extremely) successful despite the surge in online retailing and the challenges of primarily online outlets such as eBay and Amazon.

CORPORATES
ROY MORGAN LIMITED, KMART AUSTRALIA LIMITED, BIG W DISCOUNT STORES, TARGET AUSTRALIA PTY LTD, EBAY AUSTRALIA AND NEW ZEALAND PTY LTD, AMAZON.COM INCORPORATED