Monday, April 22, 2024

A preference for bargains and digital

Australians love a bargain, with nearly two-thirds (63%) of respondents from a ShopFully and Nielsen Media Analytics research regularly shopping for sales.

The study into Aussie shoppers’ habits found the Covid-19 pandemic has forced over one-third (34%) of respondents to be more careful with their spending due to budget constraints. In turn, four-in-five (80%) of consumers surveyed use digital platforms to collect information on the stores to go to, and almost as many (79%) ‘always’ or ‘sometimes’ read catalogues when making purchase decisions.

As Aussies look to save, ShopFully Country Manager of Australia Dean Vocisano says the average catalogue reader is spending nine minutes browsing per week, and two in three (63%) respondents are searching for better deals and promotions.

“As a result of the pandemic, there has been a massive shift toward digital, with Australians adopting a more planned approach to their shopping trips,” he says.

“In fact, our research with Nielsen found Aussie catalogue readers are referring to digital versions 60% more frequently than their paper counterparts.”

Price loyalty

According to the research, Australians are price loyal, with over half (57%) the respondents happy to switch brands due to bargains or special offers.

For a sizable portion of the population, this behavioural change has resulted from the pandemic – almost three-in-10 (28%) of the consumers surveyed have started to “actively” look for promotions due to a tighter budget, while nearly one-quarter (24%) are more flexible in their brand choices.

Conversely, over one-third (34%) of respondents admitted they would pay extra for a product that is consistent with the image they want to convey.

Other purchasing factors

When making purchase decisions, almost two in five (37%) of the respondents are influenced by online reviews and comments, while over half (54%) “actively” looks for products that will not pollute the environment.

Online shopping, however, did not significantly increase as a result of the pandemic, with only 16% of the consumers surveyed shifting to virtual stores for everyday essentials and groceries.

Moreover, nearly three in four (72%) respondents said they endeavour to shop locally.

Catalogue readers embracing digital

Catalogues remain a staple resource for Aussies, with 60% of respondents who read them doing so to plan their shopping trips. In addition to bargain hunting, nearly two in five (38%) Australians who read catalogues do so for inspiration and ideas.

Nearly half (47%) of the Australians surveyed supported retailers’ decision to switch from paper to digital catalogues throughout the pandemic, with almost three-quarters (72%) appreciating the change due to its environmental friendliness. In fact, over the last year, 43% of respondents who use digital catalogues increased their readership, and 86% of these consumers intend to continue using the online versions moving forward.

However, for more than one-third (34%) of those surveyed who favoured digital catalogues, it was because the format makes it easier to compare offers from various retailers. In fact, 57% of respondents said they preferred to do the research online and then buy the same item in store.

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