Australians are solidifying their love for online retail, even as lockdown restrictions are eased across the country. Last year, Australian online shoppers spent $1,963 via e-commerce channels - here's what this means for the industry.
A new report from Hootsuite and We Are Social, AU Digital 2021Report, has indicated that Australians spent $1,963 online last year, with 79.2 percent of shoppers visiting an online retail platform in the past month. Furthermore, 74.9 percent of those who visited the sites made a purchase online.
This comes been as lockdown restrictions are lifting nationwide, further solidifying the purpose and place for e-commerce in Australia. The report ‘demonstrates the incredible digital and social media shifts that have typified nations throughout the world over the past twelve months,” said Henk Campher, the Vice President Corporate Marketing at Hootsuite.
The report also found that three in four Australian internet users aged between 16 and 64 have bought something online in the last month. A further 28 percent of those discovered new brands while scrolling on social media platforms.
Let’s break down the mobile commerce usage by age. According to the report, 80 percent of shoppers aged between 35 and 44 made an online purchase from their mobile this months, followed by those aged 25-34, which made up 78.9 percent. A total of 73.7 percent of younger shoppers aged between 16 and 24 also made a purchase online via a mobile device in the last month.
Social media is a continuously rising trend, with four out of five Australians active on social. On average, Australians spent an hour and 46 minutes on social per day, with YouTube leading the race and Facebook, Messenger, Instagram and WhatsApp following behind.
“Australians are turning to social for brand information and brand discovery (particularly through ads on social) as part of their daily social habits, with this increased time and engagement on social leading to more open wallets and purchasing decisions,” said Campher.
International travel has been off the cards for several months, leaving Australians to spend their money on other things, particularly online.
“Despite Aussies spend on ‘Travel, Mobility & Accommodation’ dropping 52 percent year-on-year, categories including Food & Personal Care (+41 percent), Fashion & Beauty (+27 percent), Digital Music (+26 percent), Toys, DIY & Hobbies (+25 percent) and Furniture & Appliances (+20 percent) grew year-on-year,” said Campher.
Mobile payment services are also becoming increasingly popular for Australian shoppers, as they kiss their cash goodbye. According to the report, 25.1 percent of internet users are now in favour of using mobile payment services such as Apple Pay and Samsung Pay.
“Even though the lockdown period in Australia was shorter than in most other countries, this report shows how much of an impact COVID-19 had on our digital life and the way we socialise, get our entertainment fix, and shop, among many other things,” explained Suzie Shaw, the Managing Director of We Are Social Sydney.
“New social platforms, like TikTok, are growing exponentially, and social gaming is proving to be a prominent presence in the digital diet of most Australians, representing a unique and broadly untapped opportunity for many brands. It’s never been more important for marketers to understand online and social media cultures in order to reach and engage people in a meaningful way.”
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