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Click here to purchase the latest detailed Roy Morgan Target Profiles on Online Shoppers

In the 12 months to June 2010, buying online now accounts for 12% of all sales of CDs DVDs and HiFi accessories, just ahead of Books where 11% of all consumer dollars on Books are spent online rather than in-store.

According to Roy Morgan Single Source 3% of all dollars spent on retail products is spent online. Consumers buying CDs/DVDs/HiFi accessories spend 12% of their dollars online in this category. The books category comes in a close second with 11% of dollars spent online, followed by Electrical goods where 6% of spending is through the Internet.

Proportion of Retail spend for products bought online — Top 3 categories 12 months to June ‘10

Source: Roy Morgan Single Source July 2009 - June 2010. Total bought from one or more product(s) categories in the last 4 weeks (aged 14+) n=15,029.
Bought CDs/DVDs/Hifi accessories n=2,843, Books n=3,495, Electrical Goods n=4,004.

*’Total products’ includes Apparel and Footwear, Small Electrical Goods, Large Electrical Goods, Home Entertainment Equipment, Personal Computers & Accessories, Communications Equipment, CDs/DVDs/Audio or Video Tapes/Hi-fi Accessories, Books, Cards & Stationery, Computer Software, Games or Toys, Sporting Equipment, BBQ's & Camping Equipment, Hardware, Plants & Garden Accessories, Car Accessories/Car Care Products, Women's Accessories, Men's Accessories, Total Accessories, Jewellery or Watches, Perfume/Cosmetics or Aftershave, Luggage, Manchester, Soft Furnishings, Homewares, Craft or Hobbies, Furniture, Office Furniture.

George Pesutto, Industry Director - Consumer Products, Roy Morgan Research, says:

“With the proportion of retail spend for tangible products online at 3%, some may still feel online sales are mediocre compared to traditional bricks and mortar sales channels. There are however now some categories where people are becoming more comfortable parting with their cash via the internet. For example, both categories of CDs/DVDs/HiFi accessories and Books have online sales of their respective categories now over 10%.

 

“Indications are that as consumer confidence grows for buying online, sales of other product lines bought this way will start to increase. The Electrical goods sector is where big ticket items and bigger savings are to be found and, although not as significant as books or personal media, it operates with a healthy 6% of spending conducted via the Internet.

 

“Recent press indicates the majority of major retailers are looking to revamp their online presence and ordering systems, this might also see companies like Harvey Norman finally getting up and running.”

For more information or to purchase profiles on online shoppers visit

http://www.roymorganonlinestore.com/Browse/Australia/Retail/Online-Shoppers.aspx

There are profiles available on the following online shopping activities Adult Entertainment, Alcohol, Books/Magazines/Newspapers, CDs/Tapes, Communication Equipment, Computer Hardware, Computer Software, DVDs/Videos, Gifts, Music, Supermarket Goods, Shares or Financial Information, Sports Equipment, Toys or Games and Travel Tickets/Accommodation. These profiles provide a broad understanding of that group in terms of demographics, attitudes, activities and media usage.

For comments or further detail, please contact:

George Pesutto, Industry Director - Consumer Products

Email: George.Pesutto@roymorgan.com

Telephone: +61 (3) 9224 5206; Mobile: 0414 686 987

About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has almost 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size	Percentage Estimate
	40%-60%	25% or 75%	10% or 90%	5% or 95%
2,500	±1.9	±1.7	±1.2	±0.9
5,000	±1.4	±1.2	±0.8	±0.6
15,000	±0.8	±0.7	±0.5	±0.3

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