Mobile Marketing Is Dominating Australian Christmas Shopping Trends



More than third of Australians use smartphone for their ecommerce needs.

Latest research from Nielsen examines Australian Christmas shopping behaviour, especially on the opportunities to reach potential customers as they research and establish buying intentions. Moreover, the research found that during December 2014, almost half (44%) of all Australians with connected mobiles used their phone to search online for gift ideas in the lead up to Christmas. While only 1 in 5 Australians actually purchased items using their mobile device, the report provides concrete evidence of the prevalence of showrooming in the Australian market. The research has revealed that more than third of Australians used their mobile phone for a shopping related activity while in a shopping centre. Among customers who are using a mobile phone in shopping centres, around fourth made online price comparisons, which is a typical showrooming activity.

Other popular activities included taking photos of ideas or items for later purchase and researching items in more detail while still out shopping. Pre-shopping activities also take place in other contexts. According to the report, 24% of respondents in the survey used their commute time to search for the latest deals or research ideas, while 19% researched products to fill idle time when waiting for something.

For more detailed information, please take a look at Nielsen’s Full Report Mobile Delivers Christmas Cheer to Smart Shoppers.