Retailers who see the internet and the digital sphere as merely a way of targeting the youth market may want to think again, as a recently released report has found that 31 per cent of Australia’s online population is aged 50 or over.
According to Nielsen’s Australian Online Landscape Review for December 2012, that makes the 50+ demographic the largest online population in the country.
Nielsen has also announced that around 15 Million Australians now have an online presence and that these people spent a grand total 25 billion minutes online in December 2012.
Interestingly but perhaps not surprisingly, is the fact that the amount of Australians using their portable devices to log onto the internet has risen.
The total amount of mobile page views in December increased by three per cent over the amount recorded in November of last year to reach more than 334 million, which means that figure has grown by 74 per cent throughout the entirety of 2012.
When it comes to the top online brands, Google still reigns supreme in Australia, registering a unique audience of around 13,320,000 in December 2012.
That was ahead of Facebook (11.15 million), Mi9 (9.97 million) and YouTube (9.38 million) as well as other significant names such as Microsoft, Apple and eBay.
Enterprises may want to take this information into account when formulating an online retailing strategy, in order to maximise their digital brand presence.
According to the December 2012 National Australia Bank (NAB) Online Retail Sales Index, Australians spent $12.8 billion online last year – that amounts to around 5.8 per cent of the amount spent in standard brick & mortar retail stores in the 12 months to December 2012.
It is worth noting however that the growth rate for online sales is significantly outperforming that scene in the brick and mortar retail sector, showing growth of 23 per cent year-on-year in December 2012.