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Global Retail Study: Aussies Protective Of Data, Seek The Opinion Of Friends & Use Wearables When Shopping

DigitasLBi

Global Retail Study: Aussies Protective Of Data, Seek The Opinion Of Friends & Use Wearables When Shopping

A global retail study has found Australians are very nervous about theirdata privacy, regularly use tech devices when we’re outshopping, andvalue the opinion of friends and family before making a purchasingdecision. The’s just some of the findings of the study byglobal marketing andtechnology agency DigitasLBi’s 2016Connected Commercestudy whichrevealed the latest retail trends in 15 countriesincludingAustralia. Key findings of thestudy included (please note, this is view of all nationsnot just Australia’s)

Impatience is a virtue
18% of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38% expecting delivery within a day, while Danish customers are the most relaxed (7%). Only about one in10 Australians (12%) expected deliveries in a day.


Second opinion
78% of online shoppers globally look for other shoppers’ opinions online before making a purchase. This behavior is most prevalent in Asia, with consumers in China (95%), Hong Kong (89%),
India (89%) and Singapore (88%) most likely to look for opinions before buying. It was 67% in Australia.


Friends and family
35% of consumers consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44%) while Italians are least likely (22%). 67% of Australians seek family and friends’ opinions before making a decision.

 
Death of a salesman
Only 10% of shoppers globally say that the expertise of salespeopleis the factor that is most likely to make them shop in-store rather thanonline, compared to 38% who say that the ability to test products isthe main draw. The salesperson’s craft is most valued in Denmark, with 19% saying it is the factor which is most likely to make them shopin-store, and least valued in the US (5%). 

Location, location, location
The study reveals the categories of item that people are most likely to shop for in bed, with fashion and health and beauty the most popular (both 19%). Italians are more likely than any other nation to shop in thekitchen, with 24% shopping for food in the kitchen and 23% shopping for household items.

Wearables
29% of consumers globally shop online using wearabledevices. Chinese and Indian shoppers are most likely to shop via a wearable(both 48%) while shoppers from the Netherlands are least likely (11%). It was 24% for Aussies.

Commenting on the Australian findings, DigitasLBi’s Maurice Rileysaid: “Predictions of the fast growth of online shopping in Australia havenot been greatly exaggerated. Many market analysts have said Aussieswould consume online services as fast as they were made available and,looking at the data from Connected Commerce 2016 it appears to be true.

“That said, an interesting dichotomy exists between the online shoppingservices Aussies crave and their unwillingness to share personal data.Retailers have the opportunity to bridge this data disconnect by makingsure consumers clearly see enough value from the data retailers alreadycollect,” he said noting 79% of Australians had concerns aboutsharing their personal data.