More adult Australians have done their Christmas shopping on online retailers and department stores last December 2017, according to Nielsen’s latest study.
The research company said in a statement grocery retailers fared well with their online offerings over the Christmas period, with Woolworths, Coles and ALDI all reporting notable growth in audiences to their sites and apps. Woolies reported a unique audience of 8.1 million Australians, a 14.4% increase in people when compared with the prior year. This was followed by Coles (5.1 million, +7.2%) and ALDI (2.5 million, +14.4%).
Nielsen said there are 14.4 million, growing the number of people who visited the online mass-merchandise sub-category by 6.3% when compared with December 2016. The latest survey showed almost nine million (8.8 million) adult Australians spent an average of 56 minutes online during December 2017, searching and shopping in the mass-merchandise sub-category via desktop.
More Australians accessed via their smartphones (9.3 million), however with a lower average time of 18 minutes per person, followed by tablet with 4.9 million people who spent close to 17 minutes on average per person.
Online electrical and department stores also saw an influx of adult Australians in December 2017 when compared with the year prior, despite some individual brands showing year-on-year declines in audiences. However, month-on-month increases showed an overall increase in online audiences.
