ay澳大利亚购物行为千禧一代对比婴儿潮一代.docx
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ay澳大利亚购物行为千禧一代对比婴儿潮一代
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
SHOPPINGBEHAVIORINAUSTRALIA
THEMILLENNIAL/BABYBOOMERVIEW
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
We’reallfamiliarwiththeconceptofpaymentsandhowbuying
behaviorchangesbycountry.Buthowdoestheshopper'sage
andgenderimpactpaymentpreferences?
Wesurveyed20,000respondentsin10countries-Australia,
China,Japan,USA,Mexico,Brazil,UK,Netherlands,Germany,
France-tofindout!
HereweshareinsightsonAustralia.
AUSTRALIA
Explorethisinteractivereportandgaininsightintoregionalshopperbehavior
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Snapshotofthemarket
•Population
30%
20%
•Market
•eCommercereadiness
10%
•Paymentprofile
•Alternativepaymentusage
ineCommerce
0
0-1718-3435-5555
AgebreakdownoftheAustralianpopulation
Australia'stotalpopulationis23million,andit’sranked
the52ndmostpopulouscountryintheworld.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Snapshotofthemarket
•Population
•Market
$1
Trillion
GDP2014
•eCommercereadiness
•Paymentprofile
Australia’seconomyisstillarelativelysmallmarketcomparedtothelikesofChina.Butgrowthisstrong,
especiallysincetheglobaleconomiccrisis,whenitwasanimportantmarketforforeigninvestment.
•Alternativepaymentusage
ineCommerce
12th13th+2.5%
Rankedeconomyin
theworld
Rankedeaseof
doingbusiness
GDPgrowthrate
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Snapshotofthemarket
•Population
Thenumberofinternetusersisslightlylower
thanincomparableeconomies.
•Market
•eCommercereadiness
•Paymentprofile
8Per4100p.eo6plePe1r1030pe1ople
25.76
Per100people
•Alternativepaymentusage
ineCommerce
Total
Internetusers
Mobilephone
subscriptions
Fixedbroadband
subscriptions
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Snapshotofthemarket
•Population
•Market
Australiaisoneofthemostfinanciallyengagedeconomies
intheworld.Thevastmajorityofpeoplehaveabank
account,and9in10haveadebitcard.
•eCommercereadiness
•Paymentprofile
99%89%23%
•Alternativepaymentusage
ineCommerce
BankaccountholdersDebitcardholdersBorrowing
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Snapshotofthemarket
•Population
Real-timebanktransfershavestrongtraction
inAustraliaonamarketlevel.
•Market
•eCommercereadiness
•Paymentprofile
Bank
transfer
Realtimebank
transfer
eWallet
transfer
Realtimebank
transfer
•Alternativepaymentusage
ineCommerce
Butmoreinterestingly,whenwelookatthepreferencesofshoppersbuying
retailgoods,it’sPayPalandBPaywhichhavethegreatestmarketpenetration.
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
Millennials（18-24yearolds）
•They’rethemostactiveonlineshoppers•They’relesslikelytopaybycreditcard
•They’redrivingchangeinbuyingbehavior,
favouringmobileusage
•Can’tpayhowtheywant?
•They’rechoosingtopaybydebitcardandPayPal
MillennialsinAustraliashopmoreonamonthlybasisthanothercountries.
56%shopmonthly,comparedto49%ofshoppersforthisagegroupacrossallcountries.
3%6%
%
They’rebuyingclothingonlinemorethaninothermarkets.
38%ofmillennialsarebuyingclothingcomparedto
just20%acrossallagegroups.
They’relessinterestedinbuyinggroceries
（7%）andelectronics（just6%）
comparedtoothercountries.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
Millennials（18-24yearolds）
•They’rethemostactiveonlineshoppers•They’relesslikelytopaybycreditcard
•They’redrivingchangeinbuyingbehavior,
favouringmobileusage
•Can’tpayhowtheywant?
•They’rechoosingtopaybydebitcardandPayPal
3%
MillennialsinAustralialeadthewaywithmobile.
39%arechoosingtopayonmobile,thisismuchhigher
thanthe20%averageforallagegroupsinAustralia.
They’realsochoosingmobilebeforetabletdevicestobuy.
Mobileconvenienceimpactspaymentpreferencesaswell.
1in4choosepaymentoptionsbasedonhowsimpleandquickit
istouseandifithelpsthemtomanagetheirmoneyeffectively.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
Millennials（18-24yearolds）
•They’rethemostactiveonlineshoppers•They’relesslikelytopaybycreditcard
•They’redrivingchangeinbuyingbehavior,
favouringmobileusage
•Can’tpayhowtheywant?
•They’rechoosingtopaybydebitcardandPayPal
39%
32%
Millennialsarethelargestgroupusing
debitcards.50%paybydebit,particularly
forpaymentsupto£50invalue.This
issignificantlyhigherthanthecountry
averageofjust22%.
39%willpaywithPayPal,andsignificantly
morewomen（41%）thanmen（34%）choose
thispaymenttype.Wefoundthat,in
additiontoPayPal,theywanttosee
BankTransferpaymentoptions.
Whenaskedwhytheyfavortheseoptions,
32%saiditwastheonlyoptionavailableto
thematthecheckout.Thisissignificantly
abovetheglobalaverage,suggestingthey
arebeingunder-servedatthecheckout.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
Millennials（18-24yearolds）
•They’rethemostactiveonlineshoppers•They’relesslikelytopaybycreditcard
•They’redrivingchangeinbuyingbehavior,
favouringmobileusage
•Can’tpayhowtheywant?
•They’rechoosingtopaybydebitcardandPayPal
10
Just10%paywithcreditcard-
significantlybelowthe37%averageformillennials.
+Y+Y
46%42%
Butwhenlookingatthosethatdopaywithcard,millennialsarethe
onlyagegroupusingMasterCard（46%）moreusedthanVisa（42%）.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
Millennials（18-24yearolds）
•They’rethemostactiveonlineshoppers•They’relesslikelytopaybycreditcard
•They’redrivingchangeinbuyingbehavior,
favouringmobileusage
•Can’tpayhowtheywant?
•They’rechoosingtopaybydebitcardandPayPal
+S
40%
40%willbuyelsewhereiftheycan’tpay
withtheirmostpreferredoption.
50%31%
50%ofmen,comparedtojust31%ofwomen,
wouldgoelsewheretohuntdowntheitem
orasimilaritemwithacompetitor.
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
BabyBoomers（51-69yearolds）
•They’respendingonamonthlyorquarterlybasis•They’realsopayingwithPaypalandBpay
•They’redrivingtabletusage•Can’tpayhowtheywant?
•They’repayingwithcardbasedpaymentoptions
（bothdebitandcredit）
48%buymonthlyandspend£51-£100ontheaveragepurchase.Whiletheymightshoplessfrequentlythanmillennials,
theyspendmorewitheachpurchase.Andtheychoosetobuypredominantlyclothing,electronicsandgroceryitems.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
BabyBoomers（51-69yearolds）
•They’respendingonamonthlyorquarterlybasis•They’realsopayingwithPaypalandBpay
•They’redrivingtabletusage•Can’tpayhowtheywant?
•They’repayingwithcardbasedpaymentoptions
（bothdebitandcredit）
0%
20%buyontablet,whichisdoublethepenetrationforthisagegrouponaglobalscale.
ThisbehaviorisalsoreflectedinotherwesternmarketssuchastheUKandUS.
»
IntroductionSnapshotoftheMarketMillennialsviewBabyboomersviewToptipsfortargetingBeyondthecheckoutFindoutmore
Shopperbuyingtrends:
BabyBoomers（51-69yearolds）
•They’respendingonamonthlyorquarterlybasis•They’realsopayingwithPaypalandBpay
•They’redrivingtabletusage•Can’tpayhowtheywant?
•They’repayingwithcardbasedpaymentoptions
（bothdebitandcredit）
1
orore
43%aremorelikelytobuyoncredit,inparticular
whenspending£51ormore.Weseethis
behaviorreflectedonaglobalscalewith
50%ofshoppersover50favoringcredit.
44%ofmenpaywithcreditcard-compared
to
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