Podean recently conducted an extensive survey to understand the changes in Australian ecommerce behaviour over the last 14 months since our last research study. The topline results are included in the video below and interested brands can receive more detailed information around their category and consumers. 

In our December 2019 survey, 15.2% of respondents had shopped Amazon.com.au recently and by March 2021 (14 months later) this had grown to 31.5% – more than double. In that same time eBay’s leadership significantly diminished.

The research makes clear that while Aussies are using ecommerce companies more, they’re frustrated with slow delivery times – with this statistic cited as a much bigger barrier than other countries.

Of those surveyed in March 2021:

• Females are 20% more likely to frequently shop online 
• 40% of shoppers spend between $50-$100 per transaction
• Clothing is the most purchased item online, followed by beauty and groceries. In other countries, electronics typically top the list, indicating Australians are yet to fully embrace this.
• People over the age of 54 are the highest percentage of online shoppers
• People with an income between $75,000 and $124,999 are more likely to shop online as compared to other income brackets.
• 47.46% of online shoppers are married
• Melbourne has the highest percentage of online shoppers in the five capital cities
• Families with 2 children are 5% more likely to shop online as compared to families with 1 child.
• 70% of shoppers use desktop to shop online over mobile

This is just a snapshot of the insights we have collected on behalf of our clients and so if Amazon is on your radar or you haven’t made it a profitable sales channel, come and talk to us – we have the answers!

Pioneering research from marketplace specialist agency, Podean, reveals the relationship Australian consumers have with online shopping, with Amazon, and with smart speakers. The December 2019 research surveyed 1000 Australians to understand their behaviors, attitudes and motivations.

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Amazon launched in December 2017 with much excitement and anticipation by consumers, and palpable fear by traditional retailers.

Since then the global retail juggernaut has been quietly and carefully building Australian infrastructure; honing their consumer offering, broadening their product selection, attracting big brands, and has recently launched their advertising offering in market.

However, despite this obvious acceleration of efforts, Amazon is notoriously coy when it comes to sharing research and insight into their business and indeed their consumers.

To shed light and gain insight into the Australian online shopper and their behavior on Amazon, Podean Australia has launched the first wave of half yearly “Prime Time” research using a panel of 1000 respondents.

Some highlights include:
• 32.2% of those interviewed shopped online in the last month
• 22% of these shoppers bought something from Amazon – whether the global amazon.com site or amazon.com.au
• Amazon.com.au shoppers – 24.2% aged 25-34 and 24.5% aged 35-44
• 77.2% of Amazon.com (global site) shoppers aged 35-44
• 2.9% of respondents intend to start shopping at Amazon in next month. This equates to approximately 580,000 Australian adults
• Australians are laggards when it comes to ecommerce. Our research found 67.8% of adults did not buy online last month. On an annualized basis, Australia Post research supports this statistic where they observed 27% of Australians did not shop online in 2018, versus 18% of Brits, 16% of Canadians and only 9% of Americans.
• This was almost double the number of respondents who stated they shopped at other online retailers during the same month
• The majority of Amazon shoppers were between the ages of 25 and 44, with shoppers on the global Amazom.com site slightly older than those on the Australian one
• Approximately two-thirds of smart speaker owners had a Google Home versus only one-third with an Amazon Echo
• Amazon Echo and Google Home owners have quite different demographic profiles, and uses for the speakers
• Among owners, 25.8% of respondents used smart speakers for music, 15.4% for news and weather, 14.3% for search, 7.8% for home automation, 5.4% for communication and 3.1% for apps/skills.
• Amazon’s entertainment offering across music and TV/video is the primary driver of Prime memberships out of all benefits </strong>

Australian Managing Director, Ashley Wales-Brown commented, “we’re really pleased to unveil the most thorough research into consumers and Amazon at a time when so many brands are curious about the opportunity. We’ve seen our clients enjoy massive increases in sales on the platform and this research reaffirms their decision to invest and get on board now”.

Ashley continued, “this research is useful for any brands looking at the Amazon and ecommerce opportunity or curious about how to best connect with consumers through voice. It also differentiates the consumers and habits of Amazon Echo versus Google Home.”

Podean will update this research regularly.