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- Australians one of the world’s biggest purchasers online
- Airline tickets and reservations our most common online purchase
- Credit cards most common and most preferred online payment method – VISA tops Australian, regional and global preferences
24 October 2005
Sydney
Australia has one of the world’s highest incidence of consumer purchases online, and was ranked in the top 15 countries around the world and in the top five countries in the Asia Pacific region, a global study by research company ACNielsen has found.
Released today, the twice-yearly global ACNielsen Online Consumer Opinion Survey, the largest of its kind, polled over 20,000 Internet users in more than 38 countries and more than 500 Australian participants on their online shopping habits.
The survey found that the vast majority of Australian Internet users (87%) had made a purchase over the Internet, compared to the global average of 77 percent and 70 percent regionally. In addition, 53 percent of Australian respondents said they had made their last online purchase less than a month ago, and the majority of these (81%) had made multiple purchases within the past month. Overall, Australians had averaged five purchases in the previous month.
“Our ongoing e-commerce research clearly demonstrates an upward trend in Australian and global online shopping,” says Richard Sandlant, Director, Customised Research, ACNielsen Australia. “In fact, we’ve noticed higher than usual growth in activity in Australia within the past six month, mostly due to the increasing number of consumers with access to broadband and wireless services from home.”
Asked to indicate the last three items they had purchased on the Internet, most Australians (35%) said they had bought an airline ticket or made a reservation, while 25 percent had purchased videos, DVDs or games and 22 percent had gone online to purchase a book. This compared to global findings which showed books as the number one item purchased online – 34 percent of consumers listed books within their last three online purchases. A further 22 percent had bought videos, DVDs or games and 21 percent had purchased airline tickets or made a reservation.
When it came to payment, credit card was by far and away the most popular method of online payment method for Australians – 74 percent said they had used a credit card for their last three purchases over the Internet and more than two-thirds (69%) listed credit card as their number one preferred method of payment when making online purchases. Bank transfer was the second highest method of payment (31%) followed by cash on delivery (27%).
“The issue of online payment methods is pertinent given the level of security risks and consumers’ concerns around Internet shopping,” said Sandlant. “However, we have noticed that, although high, consumers’ level of concern over online security has been in decline in recent months, which could also have added to the increased level of activity observed.
“The findings of this survey clearly demonstrate the challenges and opportunities for finance companies to continue their fight against online fraud, regaining consumers’ trust and confidence.”
More than half of the Australians surveyed (59%) said VISA was their most commonly used payment card for online purchasing, followed by MasterCard (26%) and American Express (8%). While this was consistent with global findings, Australians were the second most likely to reach for their Amex behind Mexico (14%).
About ACNielsen
ACNielsen, a VNU business, is the world’s leading marketing information company. Offering services in more than 100 countries, the company provides measurement and analysis of marketplace dynamics and consumer attitudes and behaviour. Clients rely on ACNielsen’s market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns
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