Digital Pulse Study | Autumn 2011       do s   re ian he ral pW stAu to S ho go line?  on
Our cover story                          Where do Australians shop online?            4-25                          Regula...
Delivering on theonline promiseIt’s a lobbyist’s lot to exaggerate    to identify the best value products   not offshore b...
Delivering on theonline promisebe physically close to customers       core business is clearly evident.     growing cohort...
Some ideas to                                                              1 If you can’t beat them,                      ...
If you can’t beat them, mimic themCopy leading local and international e-tailers frominformation design to innovative func...
Don’t re-invent the wheel, use existing platformsAustralia loves eBay and Facebook                                        ...
Real world rewards and enriching experiencesFocus less on sales and more on adding value                                  ...
Inspire patriotic purchasingDon’t use fear or guilt to make people buy from you, inspireconsumers into buying local produc...
18.4%                                       A device store like: Apple iTunes; The Nokia Ovi store;Generally              ...
Younger                                         A device store like:                                 Apple iTunes; The Nok...
120Brisbane leads                  100in buying locally,                                80while Perth                     ...
Our regular quarterly findings                                   Pulse rising         Pulse rising                        ...
Q2     In what ways     are Australians                                   73     connecting with                          ...
A laptop                  A mobile phone                     A homebased        A desktop computer        An iPad/tablet  ...
What Mobile/                                  Q3                    tablet operating                    systems are you   ...
Approximately how much   time in the average week   would you spend online?          20          15Percent          10    ...
100                              100                           100                                        80              ...
Q4 What are Australians choosing to do online?MORE THAN 75% +                                           50-75%            ...
Q5 How are Australians interacting with brands online?                                                                    ...
Q6 What are Australians buying online?                                                                     Total   14-25 y...
No                                             No                       72%                                            72%...
200                                              120                                               200                    ...
For further information on:Digital Pulse: digitalpulse@principals.com.auPrincipals digital offer: tessa@principals.com.auA...
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Digital Pulse Autumn 2011

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Digital Pulse Autumn 2011

  1. 1. Digital Pulse Study | Autumn 2011 do s re ian he ral pW stAu to S ho go line? on
  2. 2. Our cover story Where do Australians shop online? 4-25 Regular features Q2 In what ways are Australians 26-30 connecting with the internet? Q3 How deeply has the internet 31-35 become a part of our daily lives? Q4 How are people harnessing the 36-37 internet in different ways? Q5 How are Australians interacting 38-39 with brands online? Q6 What are Australians buying online? 40-45Pulse Check Autumn 2010 3
  3. 3. Delivering on theonline promiseIt’s a lobbyist’s lot to exaggerate to identify the best value products not offshore businesses. Data offshore (far greater than a GSTthe misfortunes of their cause. and services, wherever in the drawn from Principals’ Digital will ever bridge), suggest thatAs does The Retail Coalition, world they may be found. The Pulse study, shows that 70% of further book and music storethe pressure group backed by scale strengths inherent in bricks Australian’s online purchases in closures will be difficult to stem.retailing heavyweights Solomon and mortar retailing don’t drive February 2011 were in support But in a far longer list ofLew, Gerry Harvey and Bernie success in the way they used to. of local businesses. sectors, local businesses holdBrookes. They’re pressing the But the extent of the hometown Granted, in some of the most a very dominant share of onlinegovernment to introduce GST advantage that local businesses discretionary sectors such as purchasing. Groceries, wine,on products bought from online enjoy in the online shopping cosmetics, software, music and beer and spirits, insurances,retailers overseas, in the interests sector is heavily underplayed books, the bulk of Australian’s travel services, event ticketing,of protecting local livelihoods, in this debate. online purchases are now sourced stationery, computer and largetheir own clearly included. overseas, or via the global device electrical appliance sectors At best, online purchasesThat local retailers now face currently account for 10% of stores such as iTunes. The ease are close to captive marketsvigorous competition from online Australian credit card transactions with which these light weight for local online retailers. Eitherbusinesses all over the world isn’t according to the Reserve Bank. or no weight products can be the bulkiness of the physicalin question. Nor is there any doubt Of this online commerce, the shipped here, combined with the goods, the regulated nature ofthat online channels are making lion’s share still goes to local, often deep price savings available the local markets or the need toit easier by the day for customers Pulse Check Autumn 2010 5
  4. 4. Delivering on theonline promisebe physically close to customers core business is clearly evident. growing cohort of Australians(practically or emotionally) greatly None more so than the major 35 plus are heavily inclined tofavours local merchants. department stores, who offer a shop online locally.So, there are abundant paltry array of online merchandise, It’s not difficult to understandopportunities for local retailers to when compared to their why Messrs Lew, Brookes andprosper online, by combining new global peers. friends are seeking a little pricingonline services with their existing Herein lies the hope for local assistance from the governmentphysical network strengths. Not to retailers. Despite, a pretty thin to hold their fragile lead. Butcompete on lowest price for sure, local online fashion offer and surely the greater opportunity isbut to offer convenience, brand acknowledging a real pricing to build real online excitement,familiarity, fair value and close at disadvantage vs offshore choice and heartfelt service intohand service in equal measure. competitors, local businesses still their online stores, in a way that’sWhen one visits the online stores captured a majority of Australian’s truly integrated with their existingof the major Australian retailers online fashion and footwear bricks and mortar networks, totheir ambivalence in making purchases in February; 55% vs deliver all-round value that purethe transition to online trading, 45%. Australians haven’t turned price competition can’t match.as a natural extension of their their backs on local retailers having a go online. And the Pulse Check Autumn 2010 7
  5. 5. Some ideas to 1 If you can’t beat them, mimic thembecome a morecompetitive 2 Don’t reinvent the wheel, use existing platformsonline retailer* 3 Real world rewards and enriching experiences 4 Inspire patriotic purchasing* especially for the 74% of Australian retailers who are not online yet. Pulse Check Autumn 2010 9
  6. 6. If you can’t beat them, mimic themCopy leading local and international e-tailers frominformation design to innovative functionality Everyday, people are talking Tesco has a clear information about brands online. Everything structure and smart shopping from latest offers, the service list function that helps they received, to things they consumers save time and wish for most. money. AussieSwimStore helps Zodee incorporates shoppers select the right Live Help for confused swimwear by categorsing consumers. products according to body shape. Shopping list on the move: Ocado’s handy iphone app. Pulse Check Autumn 2010 11
  7. 7. Don’t re-invent the wheel, use existing platformsAustralia loves eBay and Facebook Use eBay to make your goods findable, then create a Facebook page to act as your shopfront. Read more on setting up Facebook as your storefront here: http://mashable.com/2011/03/13/storefront-facebook/ Pulse Check Autumn 2010 13
  8. 8. Real world rewards and enriching experiencesFocus less on sales and more on adding value Inspire Bombay Sapphire’s pop-up storefashion driven concept in New York. Save UK fashion brand Firetrap has a secret warehouse sale for loyal consumers. Help and educate Solve Apple’s retail store offer Nokia creates consumers useful advice booths where and a chance to learn people can more about Apple products have speak on and creative software. their mobiles in peace. Move beyond the store environment to organise secret sales, special events and experiences. Pulse Check Autumn 2010 15
  9. 9. Inspire patriotic purchasingDon’t use fear or guilt to make people buy from you, inspireconsumers into buying local products by demonstrating thegood it will do for nation-building. The current approach didn’t work, and it probably never will. 7 Proudly South Africa and Buy Michigan Now are two examples of where local pride is created by bringing businesses and consumersto support their community with job creation. Pulse Check Autumn 2010 17
  10. 10. 18.4% A device store like: Apple iTunes; The Nokia Ovi store;Generally the Amazon Kindle Store; Android Market; Blackberr y AppStoreAustralians 13.9% An overseas-based individual/private seller online 72.5 %buy more An Australian-based business onlinelocally 34.4% An overseas-based business online 26.2% An Australian-based individual/ private seller online Pulse Check Autumn 2010 19
  11. 11. Younger A device store like: Apple iTunes; The Nokia Ovi store;generations buy the Amazon Kindle Store; Android Market; Blackberry AppStoremore digital An overseas-based individual/ private seller online An overseas-basedcontent but less business online An Australian-based individual/local goods private seller online An Australian-based business online 0% 20% 40% 60% 80% 100% W3 14-25 W3 26-55 W3 56+ Pulse Check Autumn 2010 21
  12. 12. 120Brisbane leads 100in buying locally, 80while Perth 60 40has the most 20international 0 Sydney (L) Melbourne (M) Brisbane (N) Perth (O)tastes An Australian-based business online An Australian-based individual/private seller online An overseas-based business online An overseas-based individual/private seller online A device store like: Apple iTunes; The Nokia Ovi store; the Amazon Kindle Store; Android Market; Blackberr y AppStore Pulse Check Autumn 2010 23
  13. 13. Our regular quarterly findings Pulse rising Pulse rising Pulse falling Pulse rising Pulse falling Pulse the Internet “On-the-move” through mobile/ tablets andfalling • Accessing laptops • Accessing the internet through desktop computers • Creating profiles on social media sites • Use of Twitter in terms of both reading and sending tweets • Commenting positively on work experience • Job searching and creating profiles on career sites • Watched branded YouTube commercial • Use of Facebook, particularly Facebook Places with • Overall drop online shopping, particularly leisure/ both younger and mid age groups indulgent/entertainment categories • Purchasing nutritional products increased in metro areas • Overall online experience is having more of an effect on brand reputation Pulse Check Autumn 2010 25
  14. 14. Q2 In what ways are Australians 73 connecting with 68 the internet? 35 37 6 Pulse rising Pulse falling Pulse Check Autumn 2010 27
  15. 15. A laptop A mobile phone A homebased A desktop computer An iPad/tablet desktop computer at work or school 60 50 40 30 20 10 0 14-25 26-55 56+ years years yearsPulse Check Autumn 2010
  16. 16. What Mobile/ Q3 tablet operating systems are you currently using? How deeply Android 9% Dont know 25% has the internetSymbion 3% become a part of iOS 43% our daily lives? Windows 17% Blackberr y 11% Pulse Check Autumn 2010 31
  17. 17. Approximately how much time in the average week would you spend online? 20 15Percent 10 5 0 Up to 5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 41-45 46-50 50 hours hours hours hours hours hours hours hours hours hours hours + Male Female Up to 15 16-30 31-45 45 hours hours hours hours + Pulse Check Autumn 2010 33
  18. 18. 100 100 100 80 80 80 60 60 60 40 40 40 20 20 20 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years100 100 100 100 80 80 80 80 60 60 60 60 40 40 40 40 20 20 20 20 0 0 0 0 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ 14-25 26-55 56+ years years years years years years years years years years years years Pulse Check Autumn 2010 35
  19. 19. Q4 What are Australians choosing to do online?MORE THAN 75% + 50-75% 21-49% Pulse rising LESS THAN 20%Browsing the internet 94% Pulse rising Accessed a bank or investment 74% Pulse rising Received and read an email 48% Pulse falling Download free video or podcasts 20%Access personal email account 88% Pulse falling Pulse rising account online promoting a company or brand Watched a commercial or branded Pulse rising 20% Pulse falling Pulse rising Sent a message or post content Pulse falling Pulse falling Browsing eBay 63% Pulse rising 46% Pulse falling film on YouTube Pulse rising Accessed a video sharing site Pulse rising Pulse falling via (Facebook, Myspace, etc) Download a free game 18% Pulse falling like YouTube or Vimeo 51% Pulse falling Researched a brand 44% Pulse rising Pulse rising Pulse rising Illegal downloading – BitTorrents 17% Pulse falling Accessing work email accounts 34% Pulse falling Pulse falling Friended a brand on Facebook 17% Pulse rising Skyping 34% Pulse rising Pulse rising Used Facebook Places 16% Pulse falling Pulse rising Pulse rising Create or update person profile 33% Pulse falling Click on digital ad/banner 15% Pulse falling Pulse falling Pulse falling (Facebook, Myspace, etc) Pulse rising Instant messaging 33% Participating in online contests 12% Pulse falling Pulse rising Clicked on the Facebook ‘Like This’ 33% Pulse rising Pulse rising Commenting positively about a brand 12% Pulse falling Pulse rising Hunting for property 30% Pulse falling Pulse falling Read a company or brand blog 11% Pulse falling Job seeking 30% Pulse rising Pulse rising Posting CVs 9% Pulse rising Tagging friends in photos 29% Pulse falling Pulse falling Reading Twitter posts 8% Pulse falling Pulse rising Pulse rising Writing blog entries 8% Pulse falling Pulse falling Participating in online forums 27% Pulse rising SMS texting 26% Pulse rising Commenting positively about work 7% Pulse falling Pulse rising Planned or managed a business Pulse rising Pulse falling Business networking (LinkedIn, Plaxo etc) 6% Pulse falling trip or holiday online 24% Pulse falling Pulse rising Writing tweets 6% Pulse rising Pulse rising Watching catch-up TV 23% Pulse falling Pulse rising Using Cloud applications (Google etc) 5% Pulse falling Pulse falling Opted to accept promotional offers 23% Pulse falling Dating 5% Pulse rising or information from a brand Subscribed to or read an RSS feed Pulse rising Pulse falling Requested further information from from a company or brand 5% Pulse falling a company online 23% Pulse rising Pulse rising Pulse falling Commenting negatively about a brand 4% Pulse falling Pulse rising Selling on eBay 21% Commenting negatively about work 4% Pulse falling Pulse rising Participating in webinars 4% Pulse rising Followed a brand on Twitter 3% Pulse falling Pulse falling Other (please specify) 3% Pulse Check Autumn 2010 37
  20. 20. Q5 How are Australians interacting with brands online? Total 14-25 years 26-55 years 56+ years Female MaleAccessed a bank or investment account online 74 56 75 84 72 77Received and read an email promoting a company or brand 48 37 49 52 46 49Researched a brand 44 48 45 40 44 45Clicked on the Facebook ‘Like This’ feature 33 57 33 20 38 28Planned or managed a business trip or holiday online 24 19 25 28 23 26Opted to accept promotional offers or information from a company or brand 23 19 24 23 24 21Requested further information from a company online 23 17 23 26 23 22Watched a commercial or branded film on YouTube 20 33 20 11 23 17Friended a brand on Facebook or MySpace 17 30 18 7 16 17Used Facebook Places 16 15 20 10 16 17Clicked on a digital ad/banner 15 11 19 10 17 13Participated in a brand-sponsored contest or sweepstake online 12 11 12 14 14 11Commented positively to others about a brand 12 22 11 8 13 12Read a company or brand blog 11 13 11 8 8 13Subscribed to or read an RSS feed from a company or brand 5 6 4 5 4 6Commented negatively to others about a brand 4 13 1 2 2 6Other (please specify) 3 6 3 3 5 1Followed a brand on Twitter 3 7 3 0 3 3 Significantly less likely to do (95% confidence interval) Pulse rising Significantly more likely to do (95% confidence interval) Pulse falling Pulse Check Autumn 2010 39
  21. 21. Q6 What are Australians buying online? Total 14-25 years 26-55 years 56+ years Female Male Metro RegionalClothing and footwear 25 33 28 13 30 19 24 26Tickets to movies, concerts or shows 23 35 25 13 23 23 28 15Travel Services 21 17 21 24 19 24 23 17Books 20 19 23 15 22 17 18 23Music 19 33 23 3 22 16 20 18Computer equipment and supplies 18 7 19 24 12 26 17 21Electrical applicances 16 9 17 17 7 25 14 19Cosmetics 14 20 14 11 20 8 14 14Games 13 15 17 6 14 13 13 14Insurance 12 11 12 14 8 17 12 13Wine, beer or spirits 11 2 11 16 4 18 13 6Groceries 9 19 9 3 8 10 11 6Movies & TV shows 8 15 9 1 9 7 7 10Stationery 8 9 7 9 5 11 9 6Fast food 8 9 10 3 6 10 9 7Nutritional products 7 7 6 10 8 6 7 8Applications 6 6 9 2 5 8 6 7Newspapers & Magazines 5 9 3 7 5 6 5 6 Significantly less likely to buy (95% confidence interval) Pulse rising Significantly more likely to buy (95% confidence interval) Pulse falling Pulse Check Autumn 2010 41
  22. 22. No No 72% 72% Pulse rising Pulse rising No 72% Pulse falling No 72% Pulse falling Yes Yes 28% Yes 28% Pulse rising 28% Yes 28% Pulse rising Pulse falling Pulse fallingPulse risingPulse falling Pulse Check Autumn 2010 43
  23. 23. 200 120 200 100 150 150 80 100 Number 100 60 NumberNumber 40 50 50 20 0 0 0 14-25 25-65 56+ years NSW VIC QLD WA Other Female Male years years & ACT Regional Metro Pulse Check Autumn 2010 45
  24. 24. For further information on:Digital Pulse: digitalpulse@principals.com.auPrincipals digital offer: tessa@principals.com.auAny other enquiries: Tom Brigstocke0418 447 094 | tom@principals.com.auOffice locations:Sydney:Level One 58 Lower Fort StreetSydney NSW 2000 AustraliaMelbourne:1 Stewart StreetWindsor VIC 3181 Australiawww.principals.com.au

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