Not only that, the late adopters of the technology community are also now the highest growing demographic for online shopping. Referring to our
, Technology Traditionalists (those who will only try a new technology when it’s become mainstream) recorded a growth of 7ppts, while Technophobes grew by 7.1ppts, the highest of all segments. Comparatively, the Technology Early Adopters saw a growth of only 3.9ppts, and Digital Life (mostly tech-savvy students and young part-time workers) just 4ppts.
Distribution of Technology Adoption Segments across the Population
Source: Roy Morgan Single Source Australia, April 2017 - March 2018,
Base: Australians aged 14+. n=15,067.
This being said, the growth in online shopping among late technological adopters means more for some industries than others. The industries in which Technophobes are most prominent include Pet Products, of which they comprised 9.8% of the online market, Health & Beauty (9.6%), Automotive (9.5%), Fashion (9.2%) and Home & Garden (9.1%). For Technology Traditionalists, they are most prominent in Pet Products (27.1%), Automotive (25.1%), Baby Products (25.0%), Home & Garden (22.0%) and Health & Beauty (21.3%).
Interestingly, Pet Products, Health & Beauty, and Fashion were some of the strongest online growth industries reported by Roy Morgan between March 2015 and March 2018, and each of those industries has a notable proportion of Technology Traditionalists or Technophobes.
Michele Levine, CEO, Roy Morgan, says: