Tablets Rival Smartphones for Mobile Buying in Australia - eMarketer
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Tablets Rival Smartphones for Mobile Buying in Australia

Mobile buying overall on steady rise

July 30, 2013 | Retail & Ecommerce

Consumers in Australia are getting more comfortable with two converging trends—digital buying and mobile smart device usage. According to May 2013 data from research firm Frost & Sullivan, three out of 10 internet users in Australia made a retail purchase within the previous 12 months via their smartphone. And not to be left behind, another 19% made a purchase on their tablet.

Mobile Buyers in Australia, by Device, May 2013 (% of internet users)

eMarketer projects that more than 60% of the population in Australia will buy via digital channels this year, driving business-to-consumer (B2C) ecommerce sales up to $26.8 billion. eMarketer expects smartphones to be in the hands of 54% of the population by the end of this year, while GroupM estimates that tablets will reach 24%. It’s notable that although smartphone penetration is likely well over double tablet penetration (comparing the two forecasts), tablets show a much narrower gap in use for digital buying purposes, again pointing to tablets’ important role in the retail purchase funnel.

And for those smaller-scale brands or stores that may be hesitant about building a substantial online presence in the country, further data from Frost & Sullivan suggests that they may want to invest the time. Since 2011, there has been a consistent rise in digital buyers in Australia who say they will only purchase from local online retail sites, up to 29% in 2013.

Digital Buyers in Australia Who Purchase from Local Online Retail Sites Only, 2011-2013 (% of respondents)

Given the total digital buying population in the country, that’s a substantial number of consumers looking for very specific online retail offerings, rather than relying on the biggest ecommerce names.

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