Roy Morgan Research - Online Shopping in Australia

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Roy Morgan Research - Online Shopping in Australia

  1. 1. Online Shopping in Australia - A Generational ViewRoy Morgan Research Single Source Survey January 2011 - December 2011 Please direct any queries to andrew.braun@roymorgan.com Roy Morgan Research – 401 Collins Street, Melbourne VIC 3000 Telephone: 03 9224 5116 © Roy Morgan Research
  2. 2. About Roy Morgan Research Single Source The Roy Morgan Single Source Survey is a continuous survey of 50,000+ respondents aged 14+ per annum (and has been running for over 20 years). Single Source 360 degree consumer profile It is an Australia-wide survey of both city and country areas and thus is representative of the entire Australian population 14+. Business decisions Sports & Leisure Travel & Tourism Automotive From this survey we gain a 360 degree profile of an individual, by collecting Retail stores Home services information about their demographics, shopping behaviour, technology and Retail products media consumption, financial situation, household composition, as well as Utilities 1000’s of attitudinal statement about who they are and what makes them tick. Beverages Personal Care Groceries Of relevance to this report, is the Retail Monitor, where we ask respondents: Healthcare Fast Food Telecommunications 1. What products have they purchased in-store in the last 4 weeks, how much Consumer Banking & Finance have they spent and with whom; electronics 2. What products have they purchased online in the last 4 weeks, how much have they spent and with whom; and Demographics, My Home, Attitudes to life 3. A number of attitudinal statements about why they shop and what influences their shopping habits. Media consumption – TV, Print, Radio, Internet, Cinema, Outdoor, Catalogue, Mail Product/service ownership & consumption All data in this report is from the Single Source survey period January 2011 to December 2011.© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 1
  3. 3. Online Shopping in Australia – An overview The Single Source Retail Monitor provides us with the following high-level insights for the year ending December 2011: • 53.7% of Australian’s 14+ have ever purchased something over the internet • In an average four week period in 2011 • 30.7% of Australian’s 14+ shop online • $1.6b* is spent online • eBay is the top shopping website with 31.2% of Australian’s 14+ visiting it • 6.6% of Australian’s 14+ have used group buying websites • Generation Ys are the most likely to shop online with 40% having shopped online in an average four week period * This includes expenditure on the following categories: Books/Magazines/Newspapers; Music to Download using the Internet; Shows, Movie tickets, Events etc; Travel product (tickets/accommodation); Computer Software; Computer Hardware; CDs; DVDs; Womens Clothing; Mens Clothing; Childrens Clothing; Underwear, Socks & Hosiery; Shoes & Footwear; Babywear & Goods; Cosmetics/Skincare; Jewellery & Watches; Fragrance/Perfume; Sports Equipment; Toys or Games; Adult Entertainment; Supermarket Shopping; Alcohol; Health products; Home Entertainment equipment; Large Electrical Goods; Small Electrical Goods; Communications Equipment; Homewares & Manchester; Furniture; Hardware; Plants & Garden; Pets & Pet products; Car parts & Accessories; Other products© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 2
  4. 4. Online shopping categories Outlined below are the top 10 online shopping categories (from a list of 35): Category Number of Australian’s 14+ Average spend per category in purchasing online in an average 4 an average 4 week period ($) week period Books/ Magazines/ Newspapers 1,072,000 $67.90 Music to Download 1,033,000 $22.40 Shows, Movie tickets, Events etc 1,026,000 $153.80 Travel Products (Tickets/ Accommodation) 859,000 $489.60 Computer Software 529,000 $87.40 DVD’s 519,000 $60.30 Women’s clothing 495,000 $112.40 Toys or games 469,000 $88.40 CD’s 405,000 $45.70 Small Electrical Goods 357,000 $118.40© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 3
  5. 5. Introduction to this report This report examines online shopping through the lens of different Generations. We examine how Generations compare in their take-up of online shopping, what product categories they buy online and their online expenditure. This report also investigates the digital and traditional media which different Generations consume. This is useful for retailers so they can develop targeted marketing programs to grow and retain online shopping customers. We also examine a number of technology and shopping attitudes by Generation. These include: a person’s willingness to adopt new technologies, their attitudes to security and privacy, whether they go out of their way for bargains and whether shopping is a major part of their lifestyle. This section also considers some technologies that underpin online shopping, such as broadband penetration and Smartphone adoption.© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 4
  6. 6. Online shopping in Australia by Generations This section of the report focuses on the online shoppers within each Generation, examining how their different demographics impact on their online shopping spend, the categories in which they purchase online, whether they prefer Australian online retailers, their mobile shopping habits and whether they participate in group buying.© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 5
  7. 7. Generations Generation Z, also known as Generation M A pre-boomer is a person (for multitasking), Generation C (for who was born before the Connected Generation), the Net Generation, Post-World War II baby Generation X is the largest of or the Internet Generation). This is a common 1,833,000 boom, i.e. pre 1946. name for the group of people born from 1991. 2,975,000 the Generations with 27% of the Australia population 14+ (or 5,027,000 people). Gen X 9.9% have had a marginal increase 16.0% of almost 1% point since 2008, from 26.1% A Baby Boomer is a person who was born during the Post-World 4,580,000 War II baby boom between the years 1946 and 1960. Generation Z is the smallest 24.6% but fastest growing segment, Generation Y, also known as the 22.5% having grown from 5.9% of Millennial Generation, Generation 4,187,000 the population (14+) in 2008 Next, are the demographic cohort to 9.9% of the population in following Generation X. Roy Morgan Research defines Gen Ys 2011. as having a birth date from 1976 27.0% to 1990. Since 2008, Baby Boomers have been in decline, now Generation X, is the generation born after the representing 22.5% of the World War II baby boom ended. Roy Morgan Research defines Gen Ys as having a birth date population (14+) compared to 5,027,000 from 1961 to 1975. 25.8% in 2011. Pre-Boomers Baby Boomers Gen X Gen Y Gen Z Note: Generational definitions are sourced from Wikipedia© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 6
  8. 8. Online shopping versus In-store shopping We have identified three types of 50% shoppers: 1. Those who have shopped 45% 44% online in the last 4 weeks 40% 41% (who may also shop in- 40% 38% store and research online) 2. Those who do not shop 35% 33% 33% online, shop in-store, but % of Australians 14+ 31% do research online 30% 28% 28% 3. Those who do not shop online, shop in-store and 25% 24% do not research online 20% 20% 20% 18% 40% of Gen Ys are online shoppers, compared to 38% of 15% 13% Gen Xs, 28% of Baby Boomers 12% and 24% of Gen Zs.. 10% Gen Zs are the most likely to shop in-store but research online 5% (41%). 0% Only 13% of Gen Ys shop in- Pre-Boomers Baby Boomers Gen X Gen Y Gen Z store only and do not research Generation online, compared to 44% of Pre- Boomers. Online Shoppers Research Online, Shop In-store In-store only© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 7
  9. 9. Online shopping expenditure 100% 5% 5% 4% 4% 7% 1% 6% 7% The average online 90% 9% 6% 14% expenditure by online shoppers in a four week 11% 17% 80% 17% period* is: 18% % of Australian Online Shoppers 14+ 17% • Pre-Boomer = $265 70% 13% 11% • Baby Boomers = $313 12% 60% 15% • Gen X = $308 21% 24% 19% • Gen Y = $259 50% 22% • Gen Z = $203 21% 40% 11% 16% 15% 34% of Gen Zs spend less 30% 13% than $50 in online shopping 12% in an average four week 20% period. 34% 25% 27% 10% 19% 22% 0% * This is for an average four week Pre-Boomers Baby Boomers Gen X Gen Y Gen Z period in 2011. Generation Less than $50 $50 - $99 $100 - $199 $200 - $299 $300 - $799 $800 - $999 $1000 or more© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 8
  10. 10. Online shopping activities 80% There is not much difference between Generations when it 71% comes to only buying from 70% 66% 66% Australian online stores. 63% 61% % of Australian Online Shoppers 14+ 60% Trust is important when 49% choosing a retailer (Australian 50% 48% 45% or not) with over 61% of all 44% the Generations only buying 40% 38% 39% 39% 37% from retailers they know; with 71% of Gen Z online 30% shoppers agreeing with this 30% 27% statement. 21% 21% 20% 20% 20% 20% 18% 17% Group buying websites, such 11% 10% as Cudo and Scoopon are 10% 7% most popular with Gen Y online shoppers . 0% I only buy from Australian I only buy from online Visited Group Buying Used online payment/money Paid for purchases using online stores retailers I know Website in average 4 week transfer system in average 4 credit card online in average 4 PayPal is more popular with period week period week period Gen Z online shoppers than a Generation credit card when paying for online shopping. Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 9
  11. 11. Online shopping activities (continued) 80% 70% 68% eBay is the most popular 65% shopping website, followed by Amazon. 65% of Gen Y % of Australian Online Shoppers 14+ 60% online shoppers visited eBay 55% and 16% visited Amazon in an average 4 week period. 50% 42% 40% In terms of researching online, price comparison 32% websites, ratings and reviews 30% and online catalogues are all 23% 21% 21% popular sources of 19% 19% 21% 19% 19% 20% 20% 20% information. 16% 17% 16% 14% 14% 15% 14% 15% 14% 9% 10% Baby Boomer online shoppers are the most likely 0% to have read an online Visited ebay.com.au Visited amazon.com Read ratings/reviews of Used price comparison Read online catalogues catalogue in an average 4 products/services before websites week period (21%). purchase Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 10
  12. 12. Smartphones and Mobile shopping 70% 64% 60% Gen Y online shoppers are the most likely to own a 52% 51% % of Australian Online Shoppers 14+ Smartphone (64%), of which 50% only about half are iPhones. 41% 40% 33% of Baby Boomer online 33% shoppers have a 32% Smartphone. 30% 29% 27% 25% 21% Gen Y online shoppers are 20% also the most likely to use 15% 15% 13% 14% their phone to download an application (41%) and 10% 8% 9% research a product or service 6% 6% to buy on their mobile phone 2% 0% (14%) in an average four 0% week period. Have a Smartphone as main mobile Have an Apple iPhone as main Downloaded an application in average Researched a product or service to phone mobile phone 4 week period via main mobile phone buy in average 4 week period Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 11
  13. 13. Online shopping categories Outlined below are the top 20 online shopping categories (from a list of 35) for each Generation: Pre-Boomers Baby Boomers Gen X Gen Y Gen Z#1 Rank Books/Magazines/New spapers Books/Magazines/New spapers Music to Dow nload Music to Dow nload Music to Dow nload a Travel product (tickets/accommodation) a Travel product (tickets/accommodation) Books/Magazines/New spapers Show s, Movie tickets, Events etc Show s, Movie tickets, Events etc Alcohol Show s, Movie tickets, Events etc Show s, Movie tickets, Events etc Books/Magazines/New spapers Womens Clothing Show s, Movie tickets, Events etc DVDs a Travel product (tickets/accommodation) a Travel product (tickets/accommodation) Computer Softw are DVDs Music to Dow nload Toys or Games Womens Clothing Shoes & Footw ear Music to Dow nload Alcohol Computer Softw are Toys or Games CDs CDs Computer Softw are Womens Clothing Computer Softw are Books/Magazines/New spapers Computer Softw are CDs DVDs DVDs Computer Hardw are Health products Womens Clothing Alcohol Small Electrical Goods Mens Clothing Womens Clothing Homew ares & Manchester Shoes & Footw ear CDs Toys or Games Small Electrical Goods Small Electrical Goods Sports Equipment Babyw ear & Goods Small Electrical Goods Computer Hardw are Computer Hardw are Homew ares & Manchester Mens Clothing a Travel product (tickets/accommodation) Homew ares & Manchester Cosmetics/Skincare Cosmetics/Skincare Shoes & Footw ear DVDs Shares or financial information Health products CDs Cosmetics/Skincare Jew ellery & Watches Toys or Games Jew ellery & Watches Supermarket Shopping Computer Hardw are Sports Equipment Cosmetics/Skincare Shoes & Footw ear Small Electrical Goods Supermarket Shopping Home Entertainment equipment Pets & Pet products Mens Clothing Mens Clothing Homew ares & Manchester Supermarket Shopping Jew ellery & Watches Toys or Games Computer Hardw are Jew ellery & Watches Car parts & Accessories Supermarket Shopping Car parts & Accessories Car parts & Accessories Car parts & Accessories Cosmetics/Skincare#20 Rank Large Electrical Goods Shares or financial information Pets & Pet products Sports Equipment Underw ear, Socks & Hosiery© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 12
  14. 14. Acquiring and retaining online shoppers The section of the report investigates the digital and traditional advertising channels and marketing tactics retailers could use to acquire and retain online shoppers. Again we will look at this through the lens of different Generations. This section examines the different digital marketing tactics of social media, display advertising and search. It looks at the use of traditional media by the different Generations and examines a number of advertising attitudes, such as the adoption of coupons or competitions. What is clear is that each Generation is unique, requiring different programs of marketing activities to attract and retain them to an online shopping offering.© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 13
  15. 15. Overall media consumption Arguably, digital marketing 100% 93%93% works best as part of a multi- 94% 91% 89% 87% channel campaign. To this 90% 86% 87% 87% 83% end it is worth investigating 81% 76% 79% 77% the different media 80% 76% 75%73% 73% consumption patterns the 69% 70% 68% 70% 67% Generations have. 63% % of Australians 14+ 60% 60% 60% 59% 60% 57% Clearly a large proportion of 51% 51% each Generation watch 50% 46% 47% 46% 44% commercial TV on weekdays; the Internet is also widely 40% 36% adopted, although Pre- 31% 30% 25% Boomers exhibit lower 22% 24% 22% 21% 20% 17% adoption rates (51%). 20% 14% 16% 16% 15% 17% 13% 9% There however is a clear 10% trend that the older Generations are more likely 0% Internet at least Watched Pay TV in Commercial Radio Been to Cinema in Read Newspaper in Newspapers in the Read any Magazine Read any Catalogue Directory at least WatchedCommercial Used the Yellow Local/Community Accessed the last 7 days (excl. to read newspapers, local the last 7 days in last 4 Weeks TV on weekday last 4 Weeks Newspapers) on weekday Listened to last 7 days monthly Community (last issue) monthly community papers and Read magazines. Cinema and commercial Radio seem to be more Generation popular amongst younger Generations. Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 14
  16. 16. Online advertising 60% Gen Zs are the most likely to take notice of digital 49% 50% advertising when watching online videos (39%) or when 42% 44% surfing the net (49%). 40% 39% % of Australians 14+ 35% 33% 34% Gen Ys are the most likely to respond to advertising with 30% 28% 28% 11% of them often clicking on 25% online ads and 7% of them clicking on sponsored links in 20% 19% search sites. 17% 15% 14% 13% 13% 11% 11% Gen Xs are the most likely to 10% 7% 8% 7% 7% 8% 6% read an email newsletter 5% 5% 4% 3% (15%); whilst Gen Y would be 3% 2% more responsive to 0% personalised emails as 44% I often notice advertising I often notice advertising I often click on ads when Clicked on sponsored Read an email Im happy to receive of them would be “happy to when I watch videos while I surf the net using the Internet links on search sites newsletter email advertising that is receive email advertising that online (eg. Google) relevant to me is relevant to me.” Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 15
  17. 17. Social media 80% 74% 73% Visited the website in a four week period Social media is currently 70% favoured mostly by Gen Ys 63% and Gen Zs. This trend drops 60% away as the age of the Generation increases. 52% 49% 50% % of Australians 14+ 73% of Gen Ys have visited Facebook , 52% have visitied 40% YouTube and 10% have 33% visited Twitter in an average 29% four week period. 30% 20% 18% Gen Ys are also most likely to 15% 14% have read or contributed to a 11% 12% 10% 10% blog in an average four week 10% 6% 7% period (15%). 5% 4% 2% 3% 2% 1% 0% 1% 1% 0% Facebook YouTube Twitter Chat rooms Participated in blog activity Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 16
  18. 18. Portals 60% Visited the website in a four week period 53% 52% 50% 48% When it comes to usage of 45% the major portals in an 43% 41% average four week period, 40% 40% there is quite a difference in 37% 37% % of Australians 14+ 35% Generation behaviour. 35% 35% 30% 30% 30% 27% NIneMSN (excluding hotmail 26% 26% 25% 25% 24% and MSN messenger) is the most popular for Gen Zs 20% (53%), Gen Ys (52%) and 20% 17% Gen Xs (48%). 11% 11% 11% 10% However Telstra/Bigpond is the most popular for Baby Boomers (41%) and Pre- Boomers (26%). 0% ninemsn (excl hotmail & news.com.au (Portal) Telstra/Bigpond Fairfax Digital (Portal) Yahoo!7 MSN messenger) Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 17
  19. 19. Search 90% 84% 83% 81% Visited the website in a four week period 80% 71% 70% It is no surprise that Google is the most widely used search 60% engine. % of Australians 14+ 50% The largest users of Google 42% are Gen Ys (84%). It is worth 40% noting here that Facebook has almost caught Google in 30% terms of penetration of Gen Zs and Ys. 20% 10% 11% The largest users of Bing are 10% 7% 9% 7% 8% 8% 6% Gen Zs (11%). 4% 3% 0% Google Search Bing Search Yahoo!7 Search Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 18
  20. 20. Advertising attitudes 60% 57% 53% In terms of special 49% 50% 50% 48% offer/discount coupons, Gen 47% Ys (41%) and Gen Zs (39%) are most likely to redeem 41% them. 40% 39% 39% % of Australians 14+ 36% 33% Gen Ys are also the most 30% likely to regularly enter 30% 28% competitions “on packets of 24% labels on products” (20%). 20% 20% 20% 16% Over 47% of the Generations 13% “like to try free samples they 11% offer in supermarkets”, with 10% 7% Gen Zs the most likely (57%). This is supported by the fact that Gen Zs are also the most likely to “look for new 0% experiences every day” I often redeem coupons to get I like to try the free samples they I often enter competitions which are I look for new experiences every day discounts or special offers offer in supermarkets on packets or labels on products (50%) Generation Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 19
  21. 21. Tailoring your offering This section of the report examines a number of attitudinal statements relevant to technology and shopping. The reason we have chosen these two is obvious, because online retail is where technology meets shopping. We also look at technology adoption of certain technologies that underpin online shopping, such as broadband adoption, Smartphone ownership and tablet ownership. This section will provide businesses a deeper understanding of what people are looking for when they shop and use technology. Ultimately this should provide businesses with new knowledge to help them tailor their online shopping offer and experience to the different Generations.© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 20
  22. 22. Technology attitudes 90% Gen Ys and Zs have the 85% greatest proportion of 80% 80% technology adopters, with 42% of each group saying “I 70% 70% go out of my way to learn 70% 66% 67% 64% everything I can about new technology.” 60% 55% 56% % of Australians 14+ 52% 50% Almost 1/3rd of Baby 50% Boomers are technology 42% 42% adopters, but 80% believe 40% 38% that “technology is changing 34% so fast, it’s difficult to keep up 28% 29% 29% 30% with it.” Not surprisingly only 26% 24% 1/3rd of Gen Zs who have 19% grown up with the internet 20% 15% agree with this statement. 9% 10% 8% 8% Interestingly over half of all Australians 14+ are worried 0% about invasion of privacy I go out of my way to learn Computers and technology Im worried about invasion of I find technology is changing I would like to use the everything I can about new give me more control over my my privacy through new so fast, its difficult to keep up Internet, but I am intimidated through new technology; with technology life technology with it by the complexity of it all 70% of Baby Boomers and Generation Gen Xs agreeing with this statement. Pre-Boomers Baby Boomers Gen X Gen Y Gen Z© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTA02 21

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