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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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ACRS Retail Monitor 2020  

The ACRS Retail Monitor is an annual study that monitors consumers’ shopping preferences and behaviour, based on an online survey of 514 Aus...

ACRS Retail Monitor 2020  

The ACRS Retail Monitor is an annual study that monitors consumers’ shopping preferences and behaviour, based on an online survey of 514 Aus...

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