1 In 7 Australians Now Buy Electronics Online

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But who is more likely to shop for electronics over the internet: an urban entertaining Metrotech or a rural traditionalist just Getting By? 

Overall, around 1 in 7 Australians (14%) purchased Electronics online in an average three months from the start of 2011 to September of 2013. But there are some unexpected and clear-cut differences in which Australians are likelier to shop online for electronics.

Click here to view the full release with interactive Tableau chart and comprehensive online shopping research on the Roy Morgan Research website.

Overall, 18% Metrotechs—a community of nearly 2.5 million younger, trend-setting professionals—buy electronics online. But not all members of this tech-savvy and fast-adopting group are as keen: while almost 1 in 4 (23%) Social Academics (209) click to buy electronics, just 15% of Urban Entertainers (207) and Quiet Achievers (210) do.

Meanwhile, with 15% of them buying electronics online, a Rural Family (702) in the Battler community or a Rural Traditionalist (508) in Getting By is just as likely to shop online for electronics as either of the least inclined Metrotechs.

Michele Levine, CEO, Roy Morgan Research, says:

“A scattershot marketing approach, even one based on noting broad similarities and face-value differences between people, is today both insufficient and inefficient.

“Incisive and insightful segmentation gives brands and their marketers a clear and therefore cost-efficient path to their consumers.

“Once you know, for example, the six personas with online electronic buying rates over 20% and that a ‘Done Good’ Australian in Bentleigh East is equally as likely to buy electronics online as a ‘New School Cool’ in Darlinghurst, then what? You investigate those personas—what they like, what they enjoy, watch and read—and you find out if one communication can reach them all or if separate messages and media will work better. Easy.”