May 2020
18 – 24
The ACRS Retail Monitor is an annual study that monitors consumers’ shopping preferences and behaviour, based on an online survey of 514 Australian shoppers. Data was collected between 11 May – 15 May 2020.
65+
19%
11%
1% 17%
55 – 64
25 – 34 19%
AGE
17%
10%
45 – 54
7%
35 – 44
19%
35%
18%
2% 24%
$150,000 or more
Less than $39,999 11%
$100,000 to $149,999
$80,000 to $99,999
18%
ANNUAL HOUSEHOLD INCOME
14%
14%
Couple with adult children
13%
Family with young children
19%
$40,000 to $59,999
15%
Family with teenage children
7%
Single person living with parents
7%
Single person living with flatmates/friends
7% 6%
Single person living with children
$60,000 to $79,999
Couple living with flatmates/friends Other
Note: Percentages may not add up to 100% due to rounding
18%
Single person living alone
23%
2%
25%
Couple with no children
1% 2%
50%
50%
FEMALE
MALE 65% METRO
35% REGIONAL
70% OF AUSTRALIAN SHOPPERS PURCHASED CLOTHING, FOOTWEAR & ACCESSORIES IN THE LAST SIX MONTHS Clothing, footwear, & accessories
70%
Household Personal care Consumer electronics Media & entertainment Automotive Travel & tourism Sporting goods & equipment Other
WHAT TYPE OF NON-GROCERY PRODUCTS HAVE YOU PURCHASED IN THE LAST SIX MONTHS?
MOST PURCHASES ARE MADE THROUGH PHYSICAL STORES 77% 71%
72%
71% 68% 59%
57%
41%
Physical stores Retailer websites
20%
Online marketplaces Online only retailer websites Retailer mobile/ tablet apps Social media Clothing, footwear & accessories
Household
Personal care
Consumer electronics Media & entertainment
Automotive
Sporting goods & equipment
Travel & tourism
WHICH CHANNEL(S) DID YOU USE TO PURCHASE YOUR NON-GROCERY PURCHASES IN THE LAST SIX MONTHS?
Other
ON AVERAGE 59% OF CONSUMER SPEND WAS MADE IN PHYSICAL STORES ACROSS ALL PRODUCT CATEGORIES
59% PHYSICAL STORES
RETAILER WEBSITES
15%
ONLINE MARKETPLACE
11% ONLINE ONLY RETAILERS
10% 3%
3% SOCIAL MEDIA
MOBILE/ TABLET APPS
OVER THE LAST SIX MONTHS, APPROXIMATELY, WHAT PERCENTAGE OF YOUR NON-GROCERY SPEND DID YOU USE THROUGH THE FOLLOWING CHANNELS? Note: Percentages may not add up to 100% due to rounding
RETAILER WEBSITES WERE MOST POPULAR FOR PRODUCT OR PRICE COMPARISONS, WHILE PHYSICAL STORES WERE MOST COMMONLY USED FOR PRODUCT INFORMATION Product or price comparisons 60%
Ethical/ sustainable information
50% 40%
Product information
30% 20% 10%
Store location or choice
0%
Brand information
Physical stores Retailer websites Online marketplace Inspiration for my next purchase
Keeping up to date with brands/ retailers
Online only retailers Mobile/tablet apps Social media
None of these
ASIDE FROM PURCHASING, WHAT DO YOU GENERALLY USE THE FOLLOWING CHANNELS FOR?
PRICE IS BY FAR THE MOST IMPORTANT FACTOR WHEN NON-GROCERY SHOPPING
1
86%
PRICE
Convenience
2
67%
QUALITY
3
52%
PRODUCT AVAILABILITY
46%
Promotions Customer service Delivery options Variety Product/brand information Supporting local retailers
WHAT WOULD BE YOUR TOP 10 FACTORS WHEN NON GROCERY SHOPPING?
1
65%
PHYSICAL STORE
2
55%
PHYSICAL STORES CONTINUE TO BE KEY SOURCES OF INFORMATION WHEN MAKING BRAND PURCHASE DECISIONS 54%
WEB SEARCHES
3
55%
RETAILER WEBSITES
Promotions
Mail Television Email Family, Online friends, or catalogues reviews and marketing colleagues blogs
Social media
WHAT WOULD BE YOUR TOP 10 INFORMATION SOURCES WHEN DECIDING TO PURCHASE A BRAND?
SHOPPERS EXPECT TO USE ONLINE CHANNELS MORE IN THE NEXT SIX MONTHS DUE TO COVID-19 9%
Physical stores
23%
Retailer websites
7%
8%
Online marketplaces
7%
8%
Online only retailer websites
7%
Retailer mobile/ tablet apps
Social media
49%
55%
11%
13%
Significantly less
27%
58%
7%
58%
8%
63%
8%
62%
Somewhat less
About the same
14%
Somewhat more
5%
4%
23%
4%
24%
5%
15%
13%
4%
5%
Significantly more
IN LIGHT OF THE ONGOING NOVEL CORONAVIRUS (COVID-19) SITUATION, DO YOU EXPECT TO USE THE FOLLOWING SHOPPING CHANNELS MORE OR LESS IN THE NEXT SIX MONTHS FOR NON-GROCERY PURCHASES?
AUSTRALIAN CONSUMER AND RETAIL STUDIES Department of Marketing Monash Business School Level 6, Building S 26 Sir John Monash Drive Caulfield East, VIC 3145 T +61 3 9903 2869 E acrs@monash.edu monash.edu/business/acrs
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