Australia in the digital economy
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- Figure 4 Purchased at least one good or service in the last six months, by age
- Figure 5 Purchased at least one good or service in the last six months, by income
- Figure 6 Purchased at least one good or service in the last six months, by level of education
- Figure 7 Purchased at least one good or service in the last six months, by employment status
Who is buying online?While the previous section identified the range of e-commerce activities accessed by Australian internet users, this section examines frequency, types of goods and services bought and the value of goods and services purchased by Australian internet users, as well as variations with socio-demographic factors such as gender, location and age. According to the ABS, in 2008–09 nearly two-thirds (64 per cent or eight million) of the estimated 12.6 million Australians who accessed the internet, used the internet to purchase or order goods or services for private purposes. This is an increase from 2006–07, which reported that of the 11.3 million people who accessed the internet from any location, 61 per cent used the internet to purchase or order goods or services for private purposes.4 This demonstrates an increase in the use of online purchasing and the wider adoption of the internet as a medium for the purchase of goods or services. Data collected by the ACMA reports a similar proportion of respondents purchasing goods and services online, with 69 per cent of internet users purchasing goods and services on the internet in the last six months. Data collected by the ACMA indicates a relationship between gender and the use of the internet to purchase goods or services. Males (74 per cent) were more likely than females (65 per cent) to have made purchases online. As shown in Figure 4, age influences the incidence of purchases made online. Respondents aged 25 to 44 years recorded the highest incidence of purchasing, with 82 per cent of respondents aged 25 to 34 years and 79 per cent of respondents aged 35 to 44 years, purchasing one or more item on the internet in the last six months. The incidence was slightly lower for those aged 18 to 24 years (68 per cent) and those aged 45 to 54 years (70 per cent), with the incidence dropping sharply among older respondents (62 per cent of 55 to 64 year olds and only 38 per cent of those aged 65 years and over).
The household income of a respondent also influences the participation in purchasing goods or services online, with purchases increasing with household income—48 per cent of those earning up to $25,000 per annum compared to 88 per cent of those earning $150,000 per annum or more participating in purchasing online, as demonstrated in Figure 5.
Respondents with higher levels of education were also more likely to purchase goods and services online—those with undergraduate or postgraduate qualifications recorded the highest levels of use at 75 per cent and 83 per cent respectively.
Compared to retired and unemployed respondents, employed respondents (full-time, part-time or casual capacity) recorded higher incidences of online purchasing at 78 per cent, 73 per cent and 71 per cent respectively. Students recorded the next highest level of online purchases at 67 per cent.
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