Not ’Appy! Australians Exposed as Selfish and Impatient Online Shoppers

Rackspace Hosting has today announced the results of its recent Australian online shopping survey, conducted by Roy Morgan Research. Participants answered questions regarding their shopping behaviour, revealing a positive outlook for the sector, as well as some interesting findings about why the 90 percent of connected Australians shop online.

“Our survey indicates that online shopping in Australia is going strong and most Australians have and will continue to purchase online in 2012,” said Mark Randall, Country Manager of Rackspace Australia and New Zealand. “Online shoppers’ loyalty is largely driven by convenience, variety and pricing. But, if online retailers get one thing wrong, they could quickly lose them to the competition.”

Australians Seek Convenience First, Price Second

Of the respondents, 83.2 percent listed convenience as one of the key benefits, closely followed by price (71.1 percent), price comparison (60.8 percent) and a wider variety of products and services (47.4 percent).
“Shopping websites that don’t invest in website technology that allows shoppers to easily browse through products, ensures that prices remain competitive, and deliver an overall convenient shopping experience could quickly lose customers.” Randall concluded.

Australians shop online for purely self-motivated reasons, and some may be quick to call them selfish for doing so.

Unfortunately, the survey doesn’t indicate what proportion of the Australian online consumers’ spend consists of gift purchases, so an accurate degree of ‘selfishness’ is yet to be developed.

Australian Shoppers are Impatient and Don’t Use Apps

One of the standout pet peeves of online shoppers turns out to be loading times.

  • 44% of shoppers polled said they would move on if a page takes more than 15 seconds to load
  • After 30 seconds almost 70% said they would be gone
  • If a website takes more than a minute to load, more than 90% said they would give up

“Some of the key sales drivers can be directly attributed back to the technology that powers the online store. Online shoppers are impatient” said Randall. “Carefully selecting a reliable and fast hosting solution and other technology service providers could mean that an online retailer greatly increases their chances of a successful sale.”

The survey also reveals that a surprisingly low proportion of online sales in Australia are done using apps and smartphones. Compared to a recent, similar survey in the UK, Australians are about half as likely to use an app or a smartphone for online purchases.
“Australians don’t seem to have taken a liking to shopping on their smartphones or using apps quite yet and the vast majority use their PC or laptop for online purchases,” said Randall. “More than 85 percent of respondents make their online purchases on their home or work computers.”

Do these results match your experience? Do you think Australian online shoppers are predominantly self-motivated and impatient, seeking mainly convenience and price benefits?