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Australian and New Zealand Online Shopping Market and Digital Insights

Introduction Executive summary Research findings Appendix Digital media research Introduction Digital media research 2012 Definition and methodology The definition of online shopping we use is online purchasing of physical merchandise such as clothes, books, and electronic items. This covers the same merchandise categories as used in the retail sales statistics published by the Australian Bureau of Statistics and Statistics New Zealand, and therefore online sales can be directly compared with total retail sales. The study excludes online purchasing of services such as travel & accommodation, event ticketing, financial services products and media downloads, as these categories are not included in the retail sales statistics. Purchases of items from online auction sites (such as eBay) are also excluded, but purchases of fixedprice items from sites such as eBay are included in the analysis. Online shopping is defined as occasions where a transaction is made online (generally with the payment being made at the time of the transaction) and excludes online browsing or research with the transaction subsequently being made in a physical store or via the telephone or another channel. All business-to-business (B2B) online purchasing is also excluded. The

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