IT Brief Australia logo
Technology news for Australia's largest enterprises
Story image

Australian online purchasing lags behind global counterparts

Tue 7 May 2019
FYI, this story is more than a year old

New research reveals Australia is lagging behind its global counterparts when it comes to online purchasing, despite being at the forefront of digital device adoption.

The 2019 Digital Consumer Report, undertaken by Boston Consulting Group (BCG), which surveyed over 2,500 Australians across the sectors of telecommunications and media, financial services and insurance, retail and energy, found 20-30% of consumers continue to research online but purchase offline. The findings suggest the drop-off at the purchase stage is due to underinvestment in seamless end-to-end digital offers.

“There has been a significant uplift in the use of digital devices across the purchasing journey for all age groups, in particular, the Baby Boomer (52-66 years of age) and Silver generation (67-75). Currently, 65% of Baby Boomers and 58% of Silver generations use digital devices to complete an online purchase journey. This has more than doubled since 2016,” said BCG consumer lead APAC Amitabh Mall.

“For Millennials, there has been an increase of 24 percentage points from 62% to 86% using digital devices for purchasing since 2016.

“Despite the increase in digital users, our research shows consumers don’t feel they have everything they need. In comparison to our global peers, there are constraints from the supply side and there are also frictions in getting what they need from online sales.”

“The time is ripe for Australian businesses to improve their current offerings and services to consumers, particularly in the digital purchasing environment.”

The lead of BCG’s Customer Centricity Topic in Asia Pacific, Monica Wegner, said the research highlighted a paradox of trust: consumers are increasingly looking for offers that cater to their personal needs while seeking greater control over their personal data.

“Consumers are extremely careful about how their data is used. We’ve seen a 13% rise in consumers manually changing their privacy settings but at the same time, if they share their data, they want it to be used in a very personalised way.  

“One of the consumer’s pain points is resubmitting the same information when they move from one channel to another. There is an opportunity for Australian businesses to ensure their consumers have a consistent experience across all channels.”

“To tap into this opportunity, they need to explicitly share why and how they’re using their data. This includes customising their experience on all devices or platforms so that they’re equally as easy to use, helping them compare offers and making sure the products are suited to their needs.”

What’s even more evident from the research are the differences in the ways Australians prefer to be assisted depending on four factors: age, the significance of purchase, the complexity of interaction and trust in information sources.

Despite the increased use of digital devices, there is still a desire for human touch particularly for purchases where it is highly emotive or significant like a home loan, car insurance or when basic information is harder to find. Companies need to create omni-channel solutions that seamlessly blend human touch with the consumer’s digital purchasing journeys at opportune moments.

“Consumers want to get it right when it’s a significant purchase decision. They still desire human touch when it comes to making complex decisions and when information is not as available, such as comparing health insurance or electricity plans,” said Wegner.

Related stories
Top stories
Story image
Digital Transformation
Google Cloud launches new Digital Accelerator bundles for Aussie SMBs
The new bundles are designed to help Australian small and medium-sized businesses embrace digital transformation and take their businesses online.
Story image
MarTech
Martech experts reveal the “buzz” on personalisation
In the digital age, innovative technology must be leveraged to power an efficient and effective relationship marketing strategy.
Story image
Robotic Process Automation / RPA
Salesforce announces latest generation of MuleSoft
Salesforce has introduced the next generation of MuleSoft, a unified solution for automation, integration and APIs to automate any workflow.
Story image
Hybrid workforce
How organisations can prepare for a post-pandemic workforce
The so-called 'new normal' office looks different to how it did pre-pandemic, and organisations need to take steps to better manage their post-pandemic workforce. 
Story image
Cybersecurity
Aqua Security, CIS create software supply chain security guide
Aqua Securityand the Center for Internet Security have together released the industry’s first formal guidelines for software supply chain security.
Story image
Awards
Microsoft names A/NZ Partner of the Year award winners
The awards recognise partners across the globe for their innovative use of Microsoft technologies to help customers succeed.
Story image
Digital Transformation
What CISOs think about cyber security, visibility and cloud
Seeking to uncover the minds of CISOs and CIOs across Asia Pacific, my company recently asked Frost & Sullivan to take a snapshot of cloud adoption behaviour in the region.
Story image
Data
MYOB improves data visibility and user access with Snowflake
"Solutions such as Snowflake allow us to better understand our customers and make evidence-based decisions on what features work best for them."
Story image
Cloud Security
Palo Alto Networks bolsters cloud native security offerings
Latest Prisma Cloud platform updates help organisations continuously monitor and secure web applications with maximum flexibility.
Story image
Samsung
Monitors are an excellent incentive for getting employees back
The pandemic has taught us that hybrid working is a lot easier than we would’ve thought, so how can the office be made to feel as comfortable as home? The answer could be staring you in the face right now.
Story image
Oracle Cloud
Commvault, Oracle to deliver Metallic Data Management as a Service
"We are excited to partner with Commvault and enable our customers to restore and recover their most mission-critical cloud data."
Story image
API
Industry-first comprehensive risk-based API security enhances protection
Application Programming Interfaces (APIs) have become a crucial part of operating web and mobile application businesses and are causing significant economic growth in the digital sector.
Story image
BitTitan
How to achieve your monthly recurring revenue goals
Monthly recurring revenue (MRR) is the ultimate goal, the most important issue on which anyone in the IT channel should focus.
Story image
Vendor
Forescout reveals top vulnerabilities impacting OT vendors
Forescout’s Vedere Labs has disclosed OT: ICEFALL, naming 56 vulnerabilities affecting devices from 10 operational technology vendors.
Story image
Public Cloud
Public cloud services revenues top $400 billion in 2021
"For the next several years, leading cloud providers will play a critical role in helping enterprises navigate the current storms of disruption."
Story image
Internet of Things
Global 5G subscriptions to top one billion by the end of 2022
Global 5G subscriptions are predicted to pass the one billion milestone by the end of 2022, according to a new report.
Story image
Cybersecurity
Threat actors ramp up their social engineering attacks
As people get better at identifying potential threats in their inbox, threat actors must evolve their methods. Their new M.O? Social engineering.
Story image
Payroll
How New South Wales state departments achieved cloud migration success
State departments in New South Wales are heading to the cloud to achieve better workflow solutions, and one company is paving the way for their success.
Story image
Metaverse
How the metaverse will change the future of the supply chain
The metaverse is set to significantly change the way we live and work, so what problems can it solve in supply chain management?
Story image
Digital Transformation
Stax and Consegna partner to accelerate modernisation
According to a statement, the new alliance will help both companies expand their reach across the region and realise joint goals.
Story image
Cryptocurrency
NOWPayments launches new service to analyse cryptocurrency fees
NOWPayments has launched a new network fee optimisation solution that analyses current network fees and picks the most profitable option out of the client's payout wallets.
Story image
Amazon Web Services / AWS
Zscaler, AWS accelerate onramp to the cloud with zero trust
Zscaler has announced an extension to its relationship with Amazon Web Services, as well as innovations built on Zscaler's Zero Trust architecture.
Story image
Hybrid Cloud
HPE GreenLake advances hybrid cloud experience with new services
"The innovations unveiled today further build on our vision to provide the market with an unmatched platform to spur innovation and drive transformation.”
Story image
Citrix
The best ways to attract young talent during labour shortages
New research from Citrix reveals hybrid working and ventures into the metaverse are top of mind for Gen Z workers.
Story image
Cybersecurity
Zero trust security adoption rises 27% in just two years
A survey of WAN managers has revealed that multi-factor authentication and single sign-on are the top zero trust features implemented.
Story image
Cybersecurity
Zscaler launches co-located data centres in Canberra and Auckland
The investment will offer public and private sector enterprises greater resilience in support of their zero trust cybersecurity posture.
Story image
Hybrid workforce
Why hybrid working is here to stay and how to ace it
Citrix's new report reveals hybrid workers are more productive and engaged at work than their office and completely remote counterparts.
Story image
Airwallex
How Airwallex helps businesses achieve globalisation success
As markets continue to shift, businesses need to be able to provide the same quality of service for customers regardless of where they are located around the world.
Story image
Infrastructure
Global investment in data centers more than doubled in 2021
DLA Piper's latest global survey finds the total investment in data center infrastructure worldwide rose from USD $24.4 billion in 2020 to USD $53.8 billion in 2021.
Story image
Infrastructure
Oracle Cloud Infrastructure expands distributed cloud services
“Distributed cloud is the next evolution of cloud computing, and provides customers with more flexibility and control in how they deploy cloud resources."
Story image
Cybersecurity
Vulnerable APIs costing businesses billions every year
Large companies are particularly vulnerable to the security risks associated with exposed or unprotected APIs as they accelerate digital transformation.  
Story image
eCommerce
Robust digital warehouse management crucial in Asia-Pacific
Thanks to a network of “cloud” stores, grocery and food delivery providers such as Foodpanda can arrange for these commonly requested items to get packed up and sent over in almost no time.
Story image
Artificial Intelligence
Accenture shares the benefits of supply chain visibility
It's clear that gaining better visibility into the supply chain will help organisations avoid excess costs, inefficiencies, and complexity to ultimately improve their bottom line.
Story image
Talend
Forrester names Talend Leader in enterprise data fabric
Forrester has named Talend a leader among enterprise data fabric providers in the Forrester Wave: Enterprise Data Fabric, Q2 2022 report.
Story image
Market growth
Salesforce unveils new offerings for consumer goods companies
Salesforce has announced new products for consumer goods companies to help brands navigate increasing market complexity more easily.
Story image
New Relic
How to tackle the great brain drain in the tech industry
Attracting and retaining tech talent in Australia and New Zealand is becoming increasingly challenging, with the 2022 Hays Salary Guide showing a startling 91% of employers facing a skills shortage.
Story image
Trend Micro
5G network projects driven by improving security and privacy
Trend Micro's new study reveals the prospect of improved security and privacy capabilities are the main motivations behind private 5G wireless network projects.
Story image
Compliance
Stock security features inadequate in face of rising risk
"Organisations must proactively find ways of identifying unseen vulnerabilities and should take a diligent, holistic approach to cybersecurity."
Story image
NaaS
Survey finds 94% of Australian IT leaders looking at NaaS
Aruba’s latest survey reveals a rising interest in NaaS among Australian technology leaders as they re-evaluate their current infrastructure and network setup.
Story image
Cloudera
Overcoming hybrid and multi-cloud challenges to drive innovation
Driven by improvements in technology, financial services companies have advanced both internal and external systems and processes, with the likes of digitisation, personalisation and risk management redefining the industry.
Story image
Cybersecurity
Significant security concerns resulting from open source software ubiquity
"The risk is real, and the industry must work closely together in order to move away from poor open source or software supply chain security practices."
Story image
Sustainability
Vertiv releases updates on ESG initiatives, sets sights on future
Vertiv has released its inaugural environmental, social and governance (ESG) report, the company’s first public report of its ESG activities.
Story image
Sustainability
Honeywell launches new carbon energy management software for buildings
The new Carbon & Energy Management service allows building owners to track and optimise energy performance against carbon reduction goals, down to a device or asset level.
Story image
Cybersecurity
Email threats spike 101%, remains a top attack vector
"Each year we see innovation in the threat landscape, but each year email remains a major threat to organisations."