In September 2010, the typical Internet shopper was 57% more likely than the general population to be a big spender on discretionary items. Conversely, light spenders on discretionary items are 64% less likely than the general population to be using the Internet to shop.


Online Shoppers - Discretionary Expenditure


Source: Roy Morgan Single Source Oct 09 – Sep 10, Australians 14+ n = 18,941, Online Shoppers  n=8,406.


The same pattern is apparent in employment and income status. In September 2010, online shoppers were 26% more likely than the general population to have a full time job and 52% more likely to be earning between $80,000 and $100,000 per year.  The Profile shows they are nearly twice as likely to earn $100,000 plus.


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

“As the political fight over applying the GST to online shopping heats up, it is clear why the campaign is being led by retailers who typically thrive on consumers with highest discretionary spending habits. Internet shoppers are more likely to be employed, have a high income and desire to spend it than the general population. The retailers are losing their best customers to their online competitors and are keen to level the playing field.

“The question the retailers need answered is whether price alone is driving the migration to Internet for this type of shopping.”

Purchase the Roy Morgan Online Shopper Profile which provides a broad understanding of the target profile in terms of demographics, attitudes, activities and media usage.


For more details contact:

info@roymorganonlinestore.com