Case study 1
Australian and New Zealand Online Shopping Market and Digital Insights
Contents
1
Introduction 3
2
Executive summary 5
3
Research findings 8
4
Appendix 51
Digital media research 2012 | 2
Introduction
1
Digital media research 2012 | 3
Definition and methodology
The definition of online shopping we use is online purchasing of physical merchandise such as clothes, books, and electronic items. This covers the same merchandise categories as used in the retail sales statistics published by the Australian Bureau of Statistics and Statistics New Zealand, and therefore online sales can be directly compared with total retail sales. The study excludes online purchasing of services such as travel & accommodation, event ticketing, financial services products and media downloads, as these categories are not included in the retail sales statistics. Purchases of items from online auction sites (such as eBay) are also excluded, but purchases of fixedprice items from sites such as eBay are included in the analysis. Online shopping is defined as occasions where a transaction is made online (generally with the payment being made at the time of the transaction) and excludes online browsing or research with the transaction subsequently being made in a physical store or via the telephone or another channel. All business-to-business (B2B) online purchasing is also excluded. The report is based on a comprehensive survey of 1,200 consumers (1,000 in Australia and 200 in New Zealand) between the ages of 15 and 65 who have shopped online in the past 12 months, with online shoppers being asked to record their online shopping behaviour in terms of total online shopping expenditure, both overall and by merchandise category, the reasons that they shop online and how they shop online (in terms of access, purchasing behaviour, payment methods and so on). The survey was conducted in May 2012. Similar surveys were undertaken in 2010 and 2011. Where appropriate, we have made year-on-year comparisons
Contents
1
Introduction 3
2
Executive summary 5
3
Research findings 8
4
Appendix 51
Digital media research 2012 | 2
Introduction
1
Digital media research 2012 | 3
Definition and methodology
The definition of online shopping we use is online purchasing of physical merchandise such as clothes, books, and electronic items. This covers the same merchandise categories as used in the retail sales statistics published by the Australian Bureau of Statistics and Statistics New Zealand, and therefore online sales can be directly compared with total retail sales. The study excludes online purchasing of services such as travel & accommodation, event ticketing, financial services products and media downloads, as these categories are not included in the retail sales statistics. Purchases of items from online auction sites (such as eBay) are also excluded, but purchases of fixedprice items from sites such as eBay are included in the analysis. Online shopping is defined as occasions where a transaction is made online (generally with the payment being made at the time of the transaction) and excludes online browsing or research with the transaction subsequently being made in a physical store or via the telephone or another channel. All business-to-business (B2B) online purchasing is also excluded. The report is based on a comprehensive survey of 1,200 consumers (1,000 in Australia and 200 in New Zealand) between the ages of 15 and 65 who have shopped online in the past 12 months, with online shoppers being asked to record their online shopping behaviour in terms of total online shopping expenditure, both overall and by merchandise category, the reasons that they shop online and how they shop online (in terms of access, purchasing behaviour, payment methods and so on). The survey was conducted in May 2012. Similar surveys were undertaken in 2010 and 2011. Where appropriate, we have made year-on-year comparisons