Compared to 12 months ago, the proportion of people who have ever bought online has increased by 3% points and is rising.


Purchased over the Internet


Source: Roy Morgan Research, October 1999 – September 2010, 12 monthly moving average n= 55,291.


The most common products and services being purchased over the Internet are travel items such as tickets and accommodation with 14 % of the Australian having purchased these in the last 3 months. Music to download (8%) has overtaken DVDs/Videos (7%) and is the third most common item to be bought online. Clothing/shoes (7%) has also increased to overtake DVDs/Videos and now ranks 4th.


Products Purchased over the Internet


Source: Roy Morgan Research, October 1999 – September 2010, 12 monthly moving average n= 55,291.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“The growth of online shopping over the last 12 months has been mainly driven by an increase in purchasing books/magazines/newspapers and downloading music whereas supermarket shopping is yet to take off with only 2% buying groceries online. During this time we have also seen the rise in purchasing clothing and shoes online.”

Click here to purchase from an extensive range of Online Shopper Profiles.

These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia. Profiles of the following types of online shoppers are available: Adult entertainment, alcohol, books/magazines/newspapers, CDs/Tapes, communications equipment, computer hardware and software, DVDs/Videos, gifts, music to download, online supermarket shopping, shares or financial information, sports equipment/clothing, toys and games and travel.


For more details contact:

info@roymorganonlinestore.com