Desktop still reigns supreme when it comes to online shoppers’ purchasing journey, while males hunt for discounts almost two times more than females, according to research by CupoNation analysing Australian consumer behaviours.
The tech firm’s analysis found the Australian market is quite particular when it comes to the distribution of online marketplaces, also one of the rare global examples where Ebay is more popular than Amazon, though this is indeed before the ecommerce giant fully launches.
Over the winter season, Ebay had 23.3 times more visits to their website than Amazon, counting a total of 296 million visits.
Based on internal data and web analytics reports, CupoNation found Aussie shoppers show a marked interest in promotional activity on Ebay’s marketplace. During the winter period, Australia ranked number two worldwide in running searches related to Ebay discounts.
In studying consumers behaviours to understand where they are located and what channels they go through before saving on purchases, CupoNation found males are looking for discounts almost two times more than females for Ebay discounts.
In Australia, more men, or about 62.21 per cent, saved on Ebay during winter.
Across both genders, millennials are the savviest shoppers and they represent almost 38 per cent of the Ebay savers. In contrast, generation Z is less concerned with saving and are only 10 per cent of Ebay’s savvy population.
Ebay’s discount hunters, or ‘savvy consumers’ as CupoNation dubs them, are located predominantly in big cities across the east coast. The largest share of Australian savvy shoppers is mostly based on the east coast. New South Wales, Victoria, and Queensland count for almost 83 per cent of the total savvy population in Australia, with 36.51 per cent, 29.38 per cent and 17.03 per cent respectively.
The density of the savvy shoppers is concentrated in the main cities of each state. Sydney is home to 91.29 per cent of New South Wales’s savvy consumers, Melbourne has 95.9 per cent of Victoria’s discount hunters, and Brisbane counts 79 per cent of Queensland’s value-oriented shoppers.
Meanwhile, Ebay’s thrifty consumers prefer to shop on desktop rather than mobile. The numbers show that desktop is still ‘king’ for online shopping, with 65.4 per cent versus 34.6 per cent for mobile devices. Desktop users have a large preference for browsing on Google Chrome (55.32 per cent) rather than Safari (26.95 per cent).
“There are many reasons behind this but they are mostly related to convenience,” Mohamed Figuigui, online marketing manager for Australia at Cuponation told IRW.
“However, most purchasing journeys start on mobile, where the users start checking their products first, then when they decide to purchase, they use the desktop for the final act.”
The mobile distribution is led by Apple, with 62.71 per cent of the user’s browsing through iPhones, then Samsung with 23.12 per cent. The rest of the distribution goes to other brands like Sony, LG, Xiaomi, etc. In Australia, Apple users tend to look for savings and discounts more than other brands users.
Access exclusive analysis, locked news and reports with Inside Retail Weekly. Subscribe today and get our premium print publication delivered to your door every week.
