2. 2
Almost everybody will be buying gifts for this Christmas and
whilst the majority will do at least some of their shopping in
store, almost half will also shop online.
In fact, on average most SCA listeners will be doing 46% of
their Christmas shopping online – an increase from 40% in
2015 and 37% in 2014. With everyone so busy in the lead up
to the festive season, it’s no surprise many look to the
convenience and ease of online shopping.
This presents a fantastic opportunity for retailers who offer an
attractive online shopping option. Let’s take a look at
people’s online shopping habits at Christmas…
3. 3
Whilst in store shopping is still more popular, almost half of
gift buyers end up doing some of their Christmas shopping
online. Families are most likely to be online shoppers –
while singles are the least likely. This is no doubt due to the
fact that singles are more likely to be last minute shoppers –
so they leave it too late to purchase online.
Source : SCA Research, Post Xmas Study January 2016, ‘Where did you end up doing
your Christmas shopping? N=2150 Families N=765 Couples N=780 Singles N=363
5. 5
Online shopping for Christmas looks to be on the rise again. With many
bricks and mortar stores now offering online options, this may have
contributed to this small increase. Australians like having the option of
multiple touchpoints with retailers, and with big stores like Myer and Super
Retail Group (BCF, Supercheap Auto, Rebel, Amart Sports etc) joining the
online space, we will likely see this figure rise again for Christmas 2016.
O N L I N E S H O P P I N G
Source : SCA Research, Post Xmas Study January 2016, So you said that you did some of your Christmas shopping online. A little more specifically, what
percentage of your CHRISTMAS shopping do you think you did in store and on-line? N=994 Males N=326 Females N=668 SCA Research, Post Xmas Study
February 2015 N=671 Post Xmas Study February 2014 N= 1466; SCA Research, Online Post Christmas Shopping Study January 2013 2013 N=1330;
http://www.smartcompany.com.au/industries/retail/74888-ebay-tops-list-australias-popular-shopping-websites-shopping-forum-ozbargain-rises-ranks/
6. 6
Year on year, Australians shopped more with Australian online
retailers than with international retailers. ‘Australian only’ went
from 47% to 55% - while ‘international only’ halved from 6% to
3%. No doubt much of this is driven by the poorer exchange
rate and possibly the increase in postage costs from the US.
Australian only International only
Both
W E B S I T E L O C AT I O N F O R C H R I S T M A S S H O P P I N G
% OF ONLINE
SHOPPING DONE
ON AUSTRALIAN
SITES
Source:SCAPostChristmasSummerStudy,January2016,Didyoudoyouronlineshoppingon
AustralianorInternational(overseas)shoppingwebsites?N=994;February2015N=671
7. 77
People shop online at Christmas for the
convenience, to access goods not available in
normal stores and to avoid crowds. Saving
money is more important for males than for
females
Source : SCA Post Christmas Summer Study, January 2016, Which of the below reasons
describes why you did Christmas shopping online? N=994 Male N=326 Female N=668
61% 58%
49% 47% 45% 45%
31%
For the
convenience
To get presents
not available in
normal stores
To avoid crowds
at the shops
To save money To get a great
deal
To save time For the variety
online
Series 1W H Y P E O P L E L I K E O N L I N E S H O P P I N G SAVING MONEY IS MORE
APPEALING FOR MEN THAN
FOR WOMEN
‘To save money’
9. 9
Source : SCA Research, Post Xmas Study January 2016, Did you use the internet to research Christmas purchases prior to
going to the shops? : Yes N=994 & Based on your experiences with online shopping/research in the past year, do you think
you will increase your usage of the internet to enable you to do any of the following next Christmas? : Research
products/services before going to the shops N=994
11. 11
But even if they’re not using their phone to make
purchases, they’re still using their mobile phone during the
shopping process.
Source : SCA Post Christmas Summer Study, January 2016, Which devices did you use to do your online
shopping for Christmas? N=671 & Nielsen, ‘Mobile phones deliver Christmas cheer to smart shoppers’, 2015
With 7 in 10 Australians now owning a smartphone and
ownership and adoption continuing to grow in Australia,
the shopping landscape is being revolutionised and
mobile-invested campaigns are a must.
DEVICES USED BY
ONLINE SHOPPERS TO
SHOP AT CHRISTMAS
This has increased
from 33% in 2015
DEVICES USED THE MOST BY ONLINE
SHOPPERS TO SHOP AT CHRISTMAS
C o m p u t e r M o b i l e Ta b l e t
C o m p u t e r M o b i l e Ta b l e t
12. 12
Source : SCA Post Christmas Summer Study, January 2016, When shopping at Christmas did you
use your mobile phone for any of the following reasons? N=2264 Males N=766 Females N=1498
Women are interacting with their smartphones more than men when shopping at Christmas.
They’re more likely to use it to look up store locations, send someone pictures/videos of potential
purchases – and they’re also more likely to make a purchase using their smartphone.
43% 41%
29% 27%
10% 2%
Look up store
locations while out
and about
Send someone
pictures/videos of
potential purchases
Make price
comparisons while
shopping
For general research
while shopping
Make purchases via
my mobile phone
To interact with
billboards/download
special offers
Series 1W H A T S H O P P E R S U S E D T H E I R S M A R T P H O N E S
F O R W H E N D O I N G C H R I S T M A S S H O P P I N G
13. 13
It appears that shoppers are using their smartphones to ensure
they get the product they’re searching for at the best possible
price.
While 1 in 5 will use their smartphone to access the store’s
website while shopping, 1 in 4 will access a competitor’s website.
Presumably they’re doing so to check on availability and price for
particular goods in a store – and then checking to make sure a
competitor cannot offer a better price or range.
The implication for retailers here is that shoppers are using
smartphones primarily to assist with their purchase decisions. And
whilst they might be physically in your store, they are virtually in
your competitors’ stores as well. They can therefore make
decisions much faster and require immediate attention from staff
in order to convert the sale – or they’ll simply go elsewhere.
Source : SCA Post Christmas Summer Study, January 2016, And more specifically while you were in
a certain store at Christmas did you use your mobile phone to do any of the following? N=2264
W H I L E I N S T O R E , S H O P P E R S U S E D
T H E I R S M A R T P H O N E T O …
14. 14
Online shopping makes the craziness of the silly season just a little bit
easier. With a simple browse and click, a purchase can be made in an
instant without having to step foot in a busy shopping centre – never mind
needing to find a carpark!
But it’s not just purchasing that people will use the internet for this
Christmas. Almost two thirds of shoppers will use the internet to research
products before they even hit the shops.
And it’s not just the traditional desktop or laptop that people will use to do
their researching and purchasing. Mobile use is increasing rapidly. More
than 70% of people now own a smartphone – 62% of those will use their
smartphone in some way when shopping at Christmas. For those that
purchase online, 41% will use their mobile device – an increase from
33% in 2015.
Having an online presence is absolutely necessary for any retailer – and
now a mobile efficient website is even more important as smartphone
usage increases in the shopping process.
15. 15
U n s p l a s h
S t o c k s n a p
P i x a b a y
The survey was conducted by Southern Cross Austereo using its online
panel nationally.
The panel is obtained from our radio networks database under the labels
of ‘Hit VIP’ on the HIT Network and ‘Music Jury’ on the MMM Network. All
members of these databases would be considered listeners to these
stations.
The database contains about 200,000 members.
The is split between the Hit database and the Triple M database.
Of these members, approximately 16,000 people were invited to be part of
our panel community.
Members of the both database were asked to take part in the study and
over 2,336 people did so. The Gold Coast and Newcastle database were
also invited to participate.
Various filters have been placed over the data at different times.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these
questions.
The results are an un-weighted sample, but are reflective of the Southern
Cross Austereo audience. SCA brands reach approximately 35% of the
10+ population and approximately 41% of the 25-54 population in the five
metropolitan markets in Australia, suggesting it would be reasonable to
consider these results to be a fair if not fully balanced representation of
the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be
skewed towards being ‘early adopters’ for technology, ‘trend setters’ in
general and likely to be a good early indication of brand leaders, trend
setters and early adopters in general.
These research surveys conducted by Southern Cross Austereo are done
so to provide a general understanding of the opinions, interests and
attitudes of the metropolitan marketplaces only.
16. 16
Just like at Christmas time, we want to keep the excitement going for
as long as possible. So there will be more Christmas research coming
out over the next few weeks.
Here’s what’s planned:
• Kids & the Christmas spirit (and their parents that buy heaps more!)
• The Last Minute Shopper
And have you seen what we’ve already released?
• Christmas Mood
• Christmas Retail Insights
• Early Christmas Shoppers
