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Online shoppers click with news media

News media engages a total of 17.4 million Australians, or 93 per cent of the population. 9.3 million of them made at least one online purchase in the last month. That’s one in every two readers (54 per cent).

Cross-platform advertising works well for companies looking to sell online. The latest emma readership numbers (April 2019) reveal that both readers of digital news media and readers of newspapers are similarly inclined to shop online.

News media provides opportunities for advertisers to reach 93 per cent of Australians who purchase online at least once a month.

8.4 million digital news media readers and 6.2 million newspaper readers bought at least one item last month.

The chart below shows these purchaser split between these different news media engagement platforms:

While all age groups are clearly comfortable with buying online, we see that those aged 18 to 34 undertake more online transactions. Readers aged 18 to 24 purchased an average of 7.5 items online last month.

Clothes are the most popular items for online shopping. Across platforms, four million readers bought clothes online in the last month. At 2.3 million, food and groceries are the next largest category online followed by accomodation, airline tickets and cinema tickets.


Source : emmaTM, 12 months to April 2019. Readership based on last four weeks. Survey conducted by Ipsos Connect, people 14+ ALSO Nielsen Consumer & Media View (CMV). Nielsen Digital Panel, 4 weeks to April 2019, people 14+ calibrated to Nielsen Digital Content Ratings data for the equivalent period. *1 How many times have you bought products or services on the internet in the last month? Deduplicated count where answered 1 to 40+ times. *2 Note that Total Digital news media readers = Read only Digital news media PLUS Read Digital news media AND Newspapers – similarly for Total newspapers readers. *3 Count weighted average on the question in *1 above. +18% more than average is compared to the average online purchaser across the population aged 14+. *4 Which of these activities have you done on the internet in the past month? Eg Purchased an airline ticket etc. *4 Which, if any, of the following websites/apps did for access to in the past month?

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