Online sales up 8.2% for food & beverages
New research from Roy Morgan shows that 2.4 million Australians purchased food and beverages online in an average four-week period over the year to March 2018.
It was the third largest segment for internet shopping, behind entertainment and leisure items with 4.5 million people, and fashion attracting 2.7 million consumers.
The category was up 8.2% year-on-year.
Overall, 9.46 million Australians 14+ (46.8%) purchased something online in an average four week period, an increase of 590,000 in just 12 months. It also represents an increase of 2.3 million since 2014.
While online shopping is gaining ever-increasing momentum with Australian consumers from all walks of life, those most likely to make purchases this way still tend to be from the more technologically savvy end of the spectrum.
Viewing these consumers through the lens of Roy Morgan’s Technology Adoption Segments reveals that nearly half of all online shoppers (49.1%) fall under the umbrella of either Technology Early Adopters or Professional Technology Mainstream, the two most digitally inclined segments of the population.
As their name suggests, Technology Early Adopters are always the first to purchase and use new technologies, and tend to be well educated and high-earning.
Whereas they comprise 19.4% of the overall Australian population, they account for 28.9% of all people who buy something online in an average four weeks.
Similarly, the ambitious, early-adopting Professional Technology Mainstream comprise just 16.1% of the population but 20.2% of all online shoppers. Meanwhile, the less switched-on Technology Traditionalists and Technophobes are under-represented among Australia’s online shoppers.
Michele Levine, CEO, Roy Morgan, said: “This rapid growth represents a major opportunity for the growth of Amazon when it develops its full product offering. Australian bricks and mortar retailers are under considerable pressure from overseas and local online retailers.
“Understanding the technology-specific attitudes and behaviours characterising each Technology Adoption Segment is a great way for online retailers to target their best prospects, approach their marketing decisions more strategically and ensure they’re ready for the challengers ahead, particularly from Amazon.”