In-store purchases still preferred to digital shopping despite online boom, finds Nielsen

Australians still prefer the physical shopping experience to clicking a mouse despite reports that bricks and mortar stores are on the wane, a new report has claimed.

Measurement firm Nielsen said research showed 94% of Australians would consider visiting physical stores, outstripping the number contemplating an online purchase.


However, nearly half of households with three or more members said they prefer to conduct research in a physical environment but complete the purchase online.

“Despite the increase of online shopping in the last 18 months with lockdowns, Aussies still prefer shopping in-store,” the report claimed.

The disparity was most pronounced in the household goods category, where 90% of shoppers indicated they would consider an in-store purchase, against 60% who would consider buying online.

In the entertainment sector 86% said they would consider a trip to the shops, with only 57% saying they would make a digital purchase. Meanwhile, 66% of Australians said they would consider buying outdoor and sports goods in-store, against 41% online.

ANZ-Roy Morgan Consumer Confidence was up 1.4 points to 107.4 on the second weekend of November. Consumer Confidence is below the 2021 weekly average of 108.2. However, Consumer Confidence is now 2.9 points higher than the same week a year ago, November 21/22, 2020 (104.5). This week’s small increase was driven by Australians becoming more confident about the prospects for the economy over the next five years.

Buying intentions also remained stable with 39% (unchanged) of Australians, saying now is a ‘good time to buy’ major household items while 28% (down 2 percentage points) say now is a ‘bad time to buy’.


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