FROM BRICKS TO CLICKS

Melanie Ingrey
OCTOBER 2013
Nielsen

Melanie Ingrey, Research Director, Cross-Platform Custom Insights, Nielsen, SEANAP

The Australian media landscape has changed and is evolving faster than ever. Australians are becoming more connected and the way they engage with brands and purchase products is also rapidly changing. Nielsen knows that a solid nine in 10 online Australians (87%) make an online purchase every six months and a considerable 16 percent make an online purchase at least once a week.

Looking specifically at the liquor industry, last year’s Australian Connected Consumers Report revealed that 14 percent of online consumers purchased a liquor product online in the prior six month period. This is slightly higher for males (16%) and higher again for the older demographic, with 22 percent of 60+ consumers saying they purchased liquor online in the last six months.

Compared to other categories such as clothing and accommodation which have had a major impact on the online purchasing movement, purchasing liquor online is still relatively low in Australia. However, with the recent launch of Aldi’s online offering and numerous strong online campaigns in play, retailers are swiftly adopting and embracing to this emerging channel. Similarly, brands need to stay on top of the opportunities that this new method of distribution can offer their business.

There is no slowing this online movement. As Australian consumers continue to engage and uptake multiple digital devices, there is a huge opportunity for retailers and brands to capture the full path-to-purchase of the online shopping experience.

Nielsen’s 2014 Australian Connected Consumers Report is now available for pre-subscription. For the first time, the report has a chapter dedicated to Online Retail to guide your media and distribution strategies for the coming year, in alignment with your consumers’ expectations and behaviours.