Internet purchase behaviour of Australian internet shoppers

Just as Internet retailing is a relatively new and rapidly changing marketing activity, Internet shoppers form a relatively new consumer group that is evolving as the early adopters are increasingly joined by members of the broader market. In addition to the composition of this group changing, tracking the fundamental behaviours of Internet shoppers may be hampered by differences in research reporting methods and the costs associated with identifying genuine Internet shoppers for research purposes. Accordingly, this paper describes an Internet survey in which the behaviour of 1283 Australian Internet shoppers was examined. The frequency with which participants purchased products online was examined relative to the most recent 12 months and previous years. Data regarding the categories of goods and services purchased by individuals was also collected. And finally, the survey captured differences and similarities in the motives for purchasing products online across divergent categories of Internet retailing.