Adobe Digital Dialogue

More Australians to use work hours for online shopping this holiday season

Employ­ers lack­ing fes­tive spir­it have a new rea­son to “bah, hum­bug” this hol­i­day sea­son, as Australia’s increas­ing com­fort with online shop­ping caus­es a sig­nif­i­cant rise in the num­ber engag­ing in hol­i­day shop­ping while at work.

Accord­ing to new data from the Adobe Dig­i­tal Insights 2016 Hol­i­day Shop­ping Pre­dic­tions: Europe and Asia Pacif­ic report, the num­ber of Aus­tralians who see “shop­ping from work” as a key dri­ver for online pur­chas­es has increased by 175% since 2015, and is part of a larg­er trend influ­enc­ing a chang­ing approach to shop­ping among Aus­tralians.

This increased com­fort felt towards online shop­ping is direct­ly linked to the per­va­sive­ness of smart devices and retail­ers’ will­ing­ness to take advan­tage of this by opti­mis­ing their mobile shop­ping expe­ri­ences, a fac­tor 65% of Aus­tralians cred­it with mak­ing online shop­ping eas­i­er.

Why would any­one push through the crowds at a busy brick and mor­tar store when bet­ter deals, a wider selec­tion of prod­ucts, and cheap home deliv­ery are all avail­able via an opti­mised, seam­less expe­ri­ence from the device in their pock­et?

Almost half of all Aus­tralians believe apps now offer a bet­ter expe­ri­ence for gift brows­ing than tra­di­tion­al web browsers, and the same num­ber attribute bet­ter mobile pay­ment options with mak­ing the expe­ri­ence eas­i­er.

This year, over a quar­ter of all online hol­i­day peri­od rev­enue will come from pur­chas­es made on smart­phones and tablets, while 45% of brows­ing will also come from these devices.

Social media’s influ­ence on pur­chas­ing deci­sions has also increased as it has become more inte­grat­ed into people’s lives, with a 450% increase year on year.

As retail mar­ket­ing has grown in sophis­ti­ca­tion, becom­ing more per­son­alised and engag­ing in the process, Aus­tralians’ com­fort with shop­ping online across any device has increased.

With Aus­tralia and New Zealand set to spend AUD$10.7 bil­lion online over this hol­i­day peri­od – a 12% increase year on year – online retail is already big busi­ness. How­ev­er, we can be sure it’s only going to grow from here, as the num­ber of peo­ple shop­ping from work, home, and on the go con­tin­ues to climb.

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