Online shopping has been embraced by mainstream New Zealand with close to 2 million adults (1,952,000) making a purchase via the internet in the last year, according to the latest Nielsen Online Retail Report.
Digital consumers are purchasing more items online (+9% year on year) and spend much more (+21%). New Zealanders now buy 18.2 million items online per annum to the value of $4.6 billion. Spend is expected to reach $4.8 billion by the end of 2015.
“While the growth of new online shoppers has slowed, those already online shopping are hooked,” said Nielsen NZ research director Tony Boyte. “For the first time, those who purchased six or more items each year make up half of all online shoppers, up from 38% in 2010.”
The amount spent by New Zealanders on overseas websites is estimated at $1.6 billion. Two-thirds of online shoppers (66%) have made a purchase from an overseas website in the last three months, up from 61% in 2014. More than 60% of those people say that they could not find the items available on a New Zealand retail site.
“Consumers everywhere want a good product at a good price, and the seemingly limitless options available in a virtual environment provide new opportunities for both merchants and consumers,” Boyte says.
Travel is the lead category for online shopping
The number of New Zealanders buying flights and travel services such as accommodation and car hire has grown and is the leading category for online shopping.
Fashion (clothing/shoes/accessories) is most popular outside of travel. Books declined in the last year from the third most popular category to fifth.
Event tickets, music, consumer electronics, games and consoles, sports equipment, flowers, insurance, home appliances and alcohol saw strong growth in the last year.
Trade Me leads websites we are purchasing from
Trade Me leads online retailers with nearly 2 million (1,917,000) monthly visitors to its site. The Warehouse, in second place (871,000) had strong growth year on year. The top five is completed with GrabOne (648,000), Amazon (638,000) and Air New Zealand (577,000).
About the Nielsen Online Retail Report 2015
Nielsen’s Online Retail Report is an annual measure of e-commerce activity and shopping patterns. The research methodology combines an online panel survey of 1100 New Zealanders with Nielsen’s Consumer & Media Insights service and Nielsen Online Ratings.
- To purchase the report, contact tony.boyte@nielsen.com
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