During peak retail season, 65% of online purchases were made on mobile.
Google/Ipsos, Omnichannel Holiday Study, online survey, n=2152 online Australians 18+ who shopped in the past two days and purchased online, Oct. 28, 2021–Jan. 5, 2022.
81% of adults in Australia and 88% of adults in New Zealand under 55 now shop online.
9 in 10 retail dollars spent offline during peak season were influenced by digital.
Google searches for “click and collect” increased 4X since the beginning of COVID-19 and continued to grow 65% in 2021.
More than half of retail searches happen outside 9 AM–5 PM.
Be there when they’re looking. When researching products online, 1 in 3 consumers will choose their second-choice brand over their first choice just because it shows up in the Search results.
It’s only the beginning. In Q1 2021, over 7M Aussie households shopped online — a 12% increase versus the same period in 2020. But Australia’s online retail penetration rate is still at 9.4%, indicating a significant opportunity for growth.