It’s a whopping 5 months old, but an excellent report titled “Australia in the digital economy: Consumer engagement in e-commerce” is available for free in PDF or Word format:
http://www.acma.gov.au/WEB/STANDARD/1001/pc=PC_312364
The report is a publication of ACMA, the Australian Communications and Media Authority, i.e. an Australian government agency. It should be of interest to anyone currently engaged, or thinking about becoming engaged, in e-commerce in Australia.
A few highlights from the report:
- 69% of household Internet users indicated that they have purchased at least one good or service online in the last 6 months, with travel-related goods and service being the most popular category.
- Broadly, the incidence of e-commerce activity decreases with age.
- Higher income and higher educated households tend to engage in more e-commerce activity than lower income, lower educated households.
- 74% of respondents cited convenience as the most common reason for purchasing online.
- The main reason (25%) for NOT engaging in e-commerce was lack of trust of the internet.
- Perhaps contrary to popular opinion, a greater proportion of online shoppers (68%) reported they most often use Australian websites to make their purchases. Their main reasons: supporting local industry, and lack of trust of overseas websites.
- Main reasons for purchasing from overseas sites: not available in Australia (56%), and because it’s cheaper (41%).
- The most prolific users of the internet for e-commerce activities were respondents aged 25 – 44.
- 15% of males reported purchasing at least 16 times in the past 6 months. 10% of females reported likewise.
- 11% of respondents reported spending more than $5,000 online in the last 6 months, but the major spending category (27%) was in the $100-$500 total spend category.