The Australian Digital Shopper

60% 40%
Techno Shy
Not interested in new
technologies
Do not consider
digital channels
as important
Prefer personal contact
and call centers
Age group: Across all age groups, but
predominantly amongst young students
35%
20%
18%
13%
4%
10%
18-24 25-34 35-44 45-54 55-64 65+
54% 46%
Social Digital Shopper
Heavy users of social media
and want to share opinions
and experiences
Purchase less online
than the average
Condent online
shoppers
25%
22%
Age Group: Predominantly 18-44 yo
29%
11%
6%
25-34
6%
18-24 35-44 45-54 55-64 65+
Age Group: Predominantly 45 yo+
8% 8%
15%
22% 21%
26%
18-24 25-34 35-44 45-54 55-64 65+
39% 61%
Value Seeker
16%
Price
sensitive
shoppers
Relatively infrequent
online
shoppers
Opportunistic
online shopping
Sale
%
Offers
44% 56%
Age group: Predominantly 35 yo+
7%
12%
22% 21%
19%
18%
18-24 25-34 35-44 45-54 55-64 65+
Rational Online Shopper
Want an easy
and transparent
process
Know what they want online
and use the internet to
nd the most optimal solution
Relatively frequent
and condent
online shoppers
21%
60% 40%
Age group: Across all age groups except
65 yo+
21%
15%
19% 19% 17%
8%
18-24 25-34 35-44 45-54 55-64 65+
Digital Shopaholic
Early adopters
and experimenters
The highest rate
Emphasis on the
shopping experience of online purchases
16%
48% 52%
Age group: All age groups with
a majority of 45 yo+
9%
14%
16%
21%
21%
19%
18-24 25-34 35-44 45-54 55-64 65+
Shop online
infrequently
Buy signicantly less online
compared with all segments except
the Techno Shy segment
Use digital for choosing
and tracking
products only
18%
Occasional Online Shopper
12%
17%