Australian Web Stats Weave Interesting Puzzle
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In the sample of 13,700 Internet users polled by APT for its Australian Online Brands Survey, some 30 percent of this group had shopped online "two to four times" over the past 12 months. Also, 39 percent of respondents connect to the Web at work while 46 percent connect from home.
Results in the APT survey showed another third had so far avoided shopping online altogether. Further, 16 percent of respondents had only once purchased goods and services online, while a smaller group of 10 percent had carried out five to 10 transactions, with only six percent shopping more than 10 times.
The aim of the survey was to determine which brands had any profile among Web users in Australia, as APT Strategies found last year that many of the country's 100 top Australian brands did not have any recognition on the Internet. APT claimed that brands such as Hungry Jacks, Red Rooster and Victoria Bitter were going unnoticed by millions of Australians regularly browsing the Internet.
The report was based on data gathered until November last year and compares to November 1998 data where 47 percent (3.2 million) had a PC while 19percent (1.3 million) had home Internet access. The increase in the number of households with home Internet access (476,000 households) was more than double the increase in the number of households with home computers (229,000) over the 12 months to November 1999.
An estimated six million adults (44 percent of Australia's adult population) browsed the Internet in the 12 months to November 1999 compared with 4.2 million adults (31percent) in the 12 months to November 1998.
The ABS research showed 83 percent of adults who accessed the Internet at home did so at least once a week, compared with 79 percent who accessed it at work. Only 25 percent of adults who accessed the Internet did so at least once a week.
The ABS survey also shows the likelihood that an adult is an Internet user decreases with age. In the 12 months to November 1999, 73 percent of 18-24 year olds accessed the Internet compared to 16 percent of adults aged 55 or over. There were more adult males who accessed the Internet than adult females (48 percent and 39 percent, respectively) and more adults in capital cities did so than in other areas (48 percent and 36 percent, respectively).
Nearly six percent of Australian adults (803,000) used the Internet to purchase or order goods or services for their own private use in the 12 months to November 1999. This is a significant rise from the two percent of adults (286,000) in the equivalent period to November 1998.
For the estimated 803,000 Australian adult Internet shoppers, books or magazines and computer software or equipment were the two most common (27 percent and 19 percent respectively) types of goods or services purchased for private use in the 12 months to November 1999.