Case study 1

Topics: Retailing, New Zealand, Online shopping Pages: 17 (3212 words) Published: April 17, 2015
Australian and New Zealand Online Shopping Market and Digital Insights Contents
1
Introduction 3
2
Executive summary 5
3
Research findings 8
4
Appendix 51
Digital media research 2012 | 2
Introduction
1
Digital media research 2012 | 3
Definition and methodology
The definition of online shopping we use is online purchasing of physical merchandise such as clothes, books, and electronic items. This covers the same merchandise categories as used in the retail sales statistics published by the Australian Bureau of Statistics and Statistics New Zealand, and therefore online sales can be directly compared with total retail sales. The study excludes online purchasing of services such as travel & accommodation, event ticketing, financial services products and media downloads, as these categories are not included in the retail sales statistics. Purchases of items from online auction sites (such as eBay) are also excluded, but purchases of fixedprice items from sites such as eBay are included in the analysis. Online shopping is defined as occasions where a transaction is made online (generally with the payment being made at the time of the transaction) and excludes online browsing or research with the transaction subsequently being made in a physical store or via the telephone or another channel. All business-to-business (B2B) online purchasing is also excluded. The report is based on a comprehensive survey of 1,200 consumers (1,000 in Australia and 200 in New Zealand) between the ages of 15 and 65 who have shopped online in the past 12 months, with online shoppers being asked to record their online shopping behaviour in terms of total online shopping expenditure, both overall and by merchandise category, the reasons that they shop online and how they shop online (in terms of access, purchasing behaviour, payment methods and so on). The survey was conducted in May 2012. Similar surveys were undertaken in 2010 and 2011. Where appropriate, we have made year-on-year comparisons to illustrate market trends. Survey findings have been supplemented with data from Frost & Sullivan‟s Australian Mobile Device Usage Trends Survey, conducted in June 2012, which surveyed all Australian consumers aged between 15 and 65 that currently use the Internet. Additionally we undertook 30 interviews with retailers (both online only and traditional bricks and mortar) and other industry observers, supplemented by a comprehensive review of secondary data sources. We believe that this is one of the most comprehensive analyses of online shopping in Australia and New Zealand undertaken to date. Data in this report is for calendar years, unless otherwise stated. Dollar values quoted relate to Australian dollars, again unless otherwise stated. Digital media research 2012 | 4

Executive summary
2
Digital media research 2012 | 5
Executive summary
75%
of Australians who shop online currently make purchases from overseas sites Online shopping has continued to attract considerable attention over the past year, with its development widely believed to be at least partly contributing to the challenging conditions experienced by much of the retail sector in Australia and New Zealand. Whilst online shopping is not a new phenomena, its take up has grown significantly in recent years, driven by factors such as the greater variety/ choice of goods on offer from an increasing number of online retailers both locally and internationally, widespread usage of mobile devices by consumers to access the internet, the strength of the Australian and New Zealand dollars (which has made purchasing from overseas websites more attractive) and an increasing level of comfort amongst consumers towards the online shopping process. Improved search engine functionality, price comparison tools and sites, and a rising penetration of smartphones and tablet PCs, which allow any time/any location accessibility as well as barcode scanning, are all increasing pricing transparency. As...
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