Wunderman Thompson Report: Aussies Predict 62% Of All Shopping Will Be Online In A Decade
The rise of online shopping continues unabated, with Australian consumers predicting a future where 62 per cent of their spending will be online in 10 years’ time. With this comes the ever-growing need for brands to remain in front of online innovation to ensure a seamless spending journey.
These findings come from Wunderman Thompson Commerce’s Future Shopper Report 2023, one of the largest commerce studies, with 31,040 online shoppers participating globally across 18 markets including Australia.
Highlights of the report included:
- Australian shoppers (56 per cent) prefer to shop with a brand or retailer that has both an online and physical store.
- Over 34 per cent of Australian say they feel their more digitally advanced than the brands and commerce platforms they use.
- 43 per cent of Australian consumers say they are more likely to purchase from a brand that is digitally innovative.
- 40 per cent of Australians have changed their shopping habits due to concerns about global warming and the environment.
- 54 per cent of Australian consumers are more inclined to switch loyalty away from their favourite brands due to rising costs of inflation and the cost of goods/living.
- 26 per cent of Australian consumers would like to upload their personality to a Cloud or Metaverse.
- 30 per cent of consumers would be interested in spending beyond the grave.
Omnichannel in Australia
The research shows that Australian shoppers (56 per cent) prefer to shop with a brand or retailer that has both an online and physical store. We’re seeing a lot around the rise of online spending, but this shouldn’t be confused with a lack of interest in physical stores and benefits a seamless omnichannel experience can bring a brands consumer. Digitally native does not mean digitally exclusive.
Georgia Bruton, managing partner, shopper, Wunderman Thompson Australia, said: “Australian brands and retailers now have all the data at their fingertips to understand their customers more than ever before, this means now is the time to refresh omni-channel strategies and enhance the customer’s experience from end-to-end. Due to Australian consumers passion for the physical retail store, Australian retailers and brands have the opportunity to redefine how they create true omni-channel engagement with their customers and elevate the experience by maximising the strengths of every channel.”
The appetite for innovation
Over 34 per cent of Australian’s say they feel they’re more digitally advanced than the brands and commerce platforms they use. So, it’s no surprise that 43 per cent of Australia’s consumers say they wish brands would be more innovative in how they use digital technology to improve experience. Furthermore, 42 per cent wish brands and retailers would make the online shopping experience more entertaining.
Geoff Smeaton, chief technology officer, Wunderman Thompson Australia, added: “The clear message from consumers that we surveyed is just how hungry they are for innovation and inspiration from the brands they buy from, both online, in-store, and in new and emerging channels. It’s clear that brands that lead with innovations such as AI, emerging payment types, voice ordering and more will win over consumers.
When it comes to innovation, payment options seem to be the element that excites Australians the most with 46 per cent saying they are excited for the likes of Amazon Go stores where you don’t have to queue to pay and 29 per cent saying they like the idea of being able to pay through biometrics.
Innovation isn’t left to this world either. When asked if consumers would be interested in spending beyond the grave, 30 per cent of Australian consumers would be receptive to the idea. Over a quarter of Australians would like to also upload their personality to a Cloud or Metaverse so they can be bought back to life.
A Purpose Beyond Selling
When it comes to consumers preferring to buy from retailers and brands who have a purpose that goes beyond simply selling products and services, this remains strong for Australians (60 per cent). A similar percentage (59 per cent) say they are more likely to buy from a company that speaks and acts positively about diversity and social issues.
With the rising costs of inflation and goods/living resulting in 54 per cent of Australian consumers being more inclined to switch loyalty away from my favourites brands, ensuring you’re providing consumers with more than a traditional transaction is an essential effort in retaining loyalty.
A Call for Better Environmental Practices
However, it doesn’t stop with the interface experience with consumers now demanding more than just convenience. They want brands and retailers to demonstrate a commitment to sustainability and social issues – 40 per cent of Australians claim they have changed their shopping habits due to concerns about global warming and the environment. Over half of Australians believe companies are not doing enough to offset their impact on the environment, and that too much responsibility is being placed on consumers rather than businesses when it comes to sustainability.
This year’s report reveals that 66 per cent of consumers wish retailers and brands offered better environmental practices. The demand for sustainable practices also remains strong, with 69 per cent of consumers wishing online orders used less packaging.
Latest News
X Defends Record On Removing Child Abuse Content As It Promises A Safer Environment For Advertisers
B&T warns this article references the murky & sordid world of online child abuse. Plus, the murky & sordid Elon Musk.
Thursday TV Ratings: Seven Just Beats Nine With The Chase Coming Out Top
Is there a study into the correlation between Thursday's diminished TV numbers & the increased sale of pub schnitzels?
Indie Agency Communicado Raids Thinkerbell For Its Two New Associate Creative Directors
Thinkerbell duo depart for rival agency Communicado. Leaving speeches were said to be convivial but restrained.
“Utterly Irresponsible!” Sportsbet Slammed For Near-$20m Marketing Blitz As Gambling Ban Approaches
Smokers have been picked on for 30 years, now it's time for the gamblers. And the drinkers should start getting nervous.
Casella Appoints Dig As Creative Agency On Yellow Tail Wine
There's three givens at B&T's Friday staff drinks - the Yellow Tail, the Cheezels and the incessant bickering.
Seven Prioritises The Matildas Over The News AND The AFL In Extraordinary Decision Ahead Of The Women’s World Cup Quarter Final
Scott and Charlene's wedding now under serious threat as Saturday's Matilda's game threatens to smash all TV records.
News Corp Earnings Down Across The Board Despite Jump In Subscribers
Rupert can't find a coin for his ALDI trolley as News Corp earnings drop calls for renewed round of belt tightening.
Despite The Outrage & The Bans, The Sports Bet Category Remains Adland’s Zaniest (See This!)
The Guardian may no longer be running sports bet advertising, but as you'll read here, B&T has far less morals & ethics.
Last Chance To Buy Tickets For This Year’s B&T Women In Media Awards!
B&T's not giving away too many secrets to the Women In Media Awards suffice to say two words - chocolate and fountain.
The Trade Desk, Magnite & LiveRamp Deliver Growth, PubMatic Flat In Q2 Earnings
B&T's calling this your Q2 earnings wrap. We even considered wheeling out "must read" to help it along a bit.
Cinema Chain Spoofs Classic Movies In Wonderfully Funny Work To Entice People Back Into Theatres
Call it the Barbenheimer effect, but cinema's suddenly cool again. Yet, absolutely no uptick whatsoever for drive-ins.
Mediabrands Launches Internship Program For Aspiring Media Professionals
Mediabrands are on the lookout for young, enthusiastic go-getters for its internship program. But then, aren't we all?
Nike Celebrates The Matildas & Young Aussie Female Athletes In New Work By Conscious Minds
In what can be best described as a rare treat, it's a localised Nike ad. Kinda like finding the milk's not out of date.
Why Your CX Technology Should Focus On Connections
This expert opines it's not about your newfangled tech stacks, it's about your customers. Even the ones you detest.
WPP & Optimizely Partner To Bring Informed Digital Experiences To Brands & Consumers
Often think WPP's a 'canary in the coal mine' for industry trends? Well, avoid the black lung reading this latest.
Dylan Alcott & Hnry Team Up To Relieve Aussie Sole Traders Of Scary Tax Admin
Can the effervescent Dylan Alcott make tax admin even remotely interesting? Watch as he gives his best shot here.
D&AD Shift With Google Sydney Announce Class Of 2023
Need to poach some hot young agency talent? Poach away here, but just don't rat on B&T for the heads up.
Digital Media Agency Bench Rebrands To The Digital Disruption Agency
You could say Bench has been benched, as agency rebrands to the Digital Disruption Agency.
Seven Appoints Indie Creative Agency Emotive To Reshape Broadcaster’s Brand
Seven planning a brand zjoosh and spring clean. Although the offical corporate red and the number 7 is off limits.
Elon Musk Says The ABC Prefers “Censorship-Friendly” Social Media
It appears the ABC's found a new enemy in Elon Musk. However, News Corp remains entrenched at the top of the enemy list.
Wednesday TV Ratings: The Chase Just Beats The Block To Entertainment Win
Nine wins Wednesday night. However, Seven tells rival you'll get that and more come Saturday's Matilda's match.
B&T’s Best Of The Best Technologists, Presented By Finecast, Part Of GroupM Nexus
Somewhat ironically, this top 10 technologists list wasn't written with any help from ChatGPT or AI whatsoever!
Former Woman’s Day Editor Fiona Connolly Appointed Head of News’ Lifestyle Network
You could say ink runs in the veins of women's magazine veteran Fiona Connolly. And sponge cake recipes.
X Adds Brand Safety Tools In Bid To Bring Back Ad Dollars
Elon back contemplating the colonisation of Mars after finding this whole Twitter thing one huge headache.
ACMA Rules Kyle Sandilands’ Monkeypox Comments Breached Decency Rules And Were Offensive To Gay Men
Watchdog rules Kyle offended gay men. Punishment includes listening to Barbra Streisand & Céline Dion CDs on repeat.
Ozzy Osborne Bites Off More Than He Can Chew With Banned PlayStation Ad
Ozzy Osborne continuing to surprise. No more so than the fact that he's actually still alive and kicking.
Swisse Wellness Wheels In the Celebs To Stop Late Night Doom Scrollers
Is your sleep routine two Quaaludes and a swig from the sherry bottle? There's tips here for a more blissful night.
“All Good Things Must Come To An End, Well This One Barely Got started!” Jerker Fagerström Quits Thinkerbell After Eight Months
Thinkerbell fridge sans all smörgåstårta & pickled herring as Jerker Fagerström heads for the utgång (exits).
Footballing God Cristiano Ronaldo Bumbles His Way through New Work For Fan App Zuju
This ad proves Cristiano Ronaldo is just one of the guys. Just a filthy rich one of the guys, that is.
Samsung Ads’ Marj Hetherton On Why CTV Is The Most Exciting Area Of Advertising
Samsung Ads' Marj Hetherton says CTV is the most exciting area of advertising. That and nine-hour client lunches.
CommBank Matildas REMOVES Tim Tam TikTok Following B&T Story
If Tim Tam's marketing team wants to send B&T some freebies for this free press we'll take any flavour but mint or dark.
Tinder’s New Global Campaign Says Online Dating Need Not Be An Unrivalled Hell
If there were truth in advertising, these spots would feature a drunk bloke with poor hygiene who lives with his mother.
ADMA Adds New Speakers For Upcoming Global Forum
ADMA confirms speaker line-up for upcoming Global Forum. Also, 300 arancini balls locked-in for the networking drinks.
IMAA Census Predicts Growth In BVOD/CTV, Digital Video And Podcasts
The IMAA census is like a finger on the pulse of Australia's adland. And we all need a solid finger now and then.
Prestige Brands Targets Gen Z With Racy Billie Eilish Perfume Ad Via Spark Foundry
Billie Eilish the latest celeb to release a fragrance. Meanwhile, B&T still waiting on an Angus Young eau de toilette.
The Australian Women’s Weekly Celebrates Its 90th Birthday
The Weekly celebrates its 90 birthday. B&T believes the first-ever copy is still in our GP's reception.