How Aussies Move, a new study from oOh!media, confirms that physical retail continues to be the preferred choice for Australian shoppers.
According to Australia and New Zealand’s leading out-of-home advertising company, Australians are not only shopping more frequently following the restrictions of the Covid-19 pandemic, they are also purchasing from a wider variety of locations.
More than half of those surveyed – 51 per cent – said they preferred in-store shopping experiences. While a further 41 per cent said they liked to take their time when making purchases.
The usual suspect reasons for heading to a major retail centre still apply – from utility and grocery shopping to leisure and entertainment. But the majority of respondents – 54 per cent – revealed that localisation was very important to their choice of shopping centre destination, together with convenience (47%).
Other notable findings from the research looked at post-Covid behaviours. Many Australians have shifted from work-related priorities to seeking to improve their mental and physical health, becoming more financially savvy and spending more time with family and friends.
The disruption to our lives has led to significant changes in how we move in the out-of-home environment, be that how we work, travel shop or play, said Neil Ackland, Chief Content, Marketing and Creative Officer at oOh!media.
“We have recalibrated what’s truly important to us, which has led to more free time in a more positive mindset”.
But online shopping continues to grow, reveals the 2023 Inside Australia Online Shopping Report from Australia Post, if not at the frenetic pace of the past couple of years.
Over the past 12 months, 82 per cent of all Australian households – 9.4 million – have shopped online. In 2022, the overall online spend in Australia edged up 1.7 per cent to $63.8 billion – about 18 per cent of total retail sales for the year.
One million more households are now shopping online compared to 2019, and 5.6 million households made an online purchase every month during the past year, noted Gary Starr, Australia Post General Manager, Parcel, Post and e-commerce Services.
“Australians are shopping online more often, with 37 per cent shopping fortnightly compared to 20 per cent pre-Covid. By 2033, we expect one in three dollars will be spent online”.
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