Online Retail Benefits from Sustained Holiday Shopping – Adobe Digital Index

The Adobe Digital Index reveals real-time sales figures across Australian online retail, showing that holiday spending has been higher and more sustained compared to last year.

Results from the real-time Adobe Digital Index have arrived, revealing that the average Australian online retailer would have sold almost 10 percent more on Green Monday (the second Monday of December) this year compared to 2012.

The Index publishes research on digital marketing and other interest areas for marketers and e-commerce professionals. This year it measured online shopping trends between Click Frenzy (November 19-20) and Green Monday, finding that – contrary to many predictions – holiday shopping did not slump in between these two key dates.

The report shows that the average Australian online retailer saw sales leap 274 percent above normal levels compared with other times of the year, with sales reaching higher peaks than in years previous.

Adobe Digital Index Australian Christmas shopping

This graph displays the real sales data for domestic online retailers versus what was predicted (the vertical axis indicates the amount of sales volume above average volumes).

Adobe’s Managing Director for Australia and New Zealand, Paul Robson believes these trends are indicative of a consumer base that has fully embraced online shopping.

“Usually we see peaks and troughs in online shopping in the lead up to Christmas but this year our research shows Australians are continually looking online for the best deal, and at higher than expected levels,” Mr Robson said.

“Last month Adobe released survey data which found more than 76 percent of Australian online consumers cited lower prices and good deals as the most important reason for shopping online, followed closely by the lure of free shipping at 49 percent.”

Adobe Digital Index

Smartphones and tablets versus computers in online shopping.

Adobe also includes numbers of the prevalence of mobile devices in the online shopping mix, with smartphones at four percent and tablets at ten percent of the total sales. These figures seem low compared to what some retailers are reporting, however this data is aggregated from a wide range of online retailers, many who may not yet be mobile-optimised.

“Last month we revealed that ‘show-rooming’, the practice of price checking on a mobile phone while in store, is alive and well in Australia and I expect this to continue to as mobile shopping grows in Australia,” Robson said.

According to Frost and Sullivan, Australia’s smartphone penetration currently sits at 73 percent in the 15 – 65 age group, while tablet penetration is at 49 percent.

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