Online Aussies don’t want a ‘relationship’ with brands, they want discounts and content
Australians are more interested in brands offering them price point appeal, quality content and discounts than emotional appeal, two-way dialogue and choice, according to the latest ‘Online Behaviour Report’ from Bankwest.
On a scale comparing priorities, responses showed that:
- 82% preferred price point appeal, while 5% preferred emotional appeal (14% neutral),
- 72% preferred information, while 15% preferred relationship (13% neutral),
- 70% preferred quality content, while 13% preferred two-way dialogue (16% neutral),
- 56% preferred quality, while 20% preferred convenience (24% neutral), and
- 50% preferred discounts, while 29% preferred choice (21% neutral).
The report found the majority of online shoppers in Australia (55%) are primarily focused on finding the best deal rather than engaging with preferred brands.
86% of people read email alerts or updates on special deals, and 78% search for promotions or discount codes.
These figures are highest among stay-at-home parents and members of Generation Y, of which 90% read email alerts or updates on special deals and 88% search for promotions or discount codes.
Australians are more likely to shop online rather than visit a store for everyday items (75% go online, 25% go in-store) and for ‘retail therapy’ (77% compared to 23%).
But they prefer to visit in-store for more significant purchases – only 26% prefer to go online to make purchases on items such as televisions.
86% of respondents have visited a website or a store based on seeing an online advertisement and 76% have purchased based on an ad at least sometimes.
Generation Y the biggest online shoppers
Members of Generation Y are the most likely to browse online at least monthly.
- For discretionary items, 65% of Gen Ys go online to seek information and 43% to purchase, and
- for luxury items, 53% go online to browse information and 25% to purchase.
Women shop online more than men
- For discretionary items, 54% of women look online for information, while 41% of men do so,
- 26% of women purchase discretionary items online at least monthly, compared with 21% of men,
- for luxury discretionary items, 37% of women shop online at least monthly, compared with 34% men,
- 22% of women purchase online non-discretionary items, compared with 19% of men,
- women are more likely than men to read email alerts or updates on special deals (88% compared with 84%), and
- women also search for promotions or discount codes more often than men (81% compared with 75%).
The study was carried out by CoreData and surveyed 950 Australians aged over 18 who use the internet. The report is part of Bankwest’s Financial Indicator Series.