We don’t do impulse buying, say Aussie consumers

Australian consumers are becoming ever more stubborn about altering their buying habits, a new study by WPP’s research company Kantar suggests.

According to the Mastering Momentum research, which included surveying 2,209 consumers across Asia Pacific, Australian consumers are more conservative than many markets across the world.

A total of 88% of Australians surveyed agreed with the statement “Compared to two years ago I am less impulsive in my purchases”.

The survey also suggested that in the main, Australian’s only buy brands they know a lot about, despite feeling that brands don’t even care about them as customers.

Kantar Australia’s head of brand guidance Gareth O’Neill said: “Ninety six per cent of Aussies questioned said they were already familiar with the brand they had bought and of these, 67 per cent ‘knew a lot’ about it.

“It’s disappointing to find that more than half of Aussies (56 per cent) feel they are not valued customers of the brands that they use.”

Meanwhile 39% of Australian millennials were likely to think of themselves as brand loyal, while 30% of Gen Xers and just 28% of baby boomers saw themselves that way.

Australians were also far more conservative in how mobile technology influences their buying. Only 37% said mobile was central to their discovery of new brands comapred to the global average of 64%. O’Neill said: “Australian marketers have a lot more work to do to leverage this medium in a meaningful way.”

Meanwhile, although 51% of millennials said they find brands through social media influencers they follow, O’Neill said: “Influencers are not a panacea, and Millennials are certainly not naïve – 56 per cent don’t trust influencers and know they’re paid to advertise brands.”

The Mastering Momentum report can be found via this link.



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