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eBay king of online shopping ahead of Gumtree, Amazon, Kogan

19 Jun 2018

Nearly 14 million Australians aged 14+ now visit online shopping or auction sites in an average four weeks - that’s nearly 70%.

These are the latest results from Roy Morgan Single Source derived from in-depth face-to-face interviews with 1,000 Australians each week, 50,000 each year.

The figures show there is still a certain amount of ‘window-shopping’ even online as the latest research released by Roy Morgan last week shows around 9.5 million Australians (47%) actually purchase something online in an average four weeks.

This gap of over 4 million Australians who browse online shopping and auction sites but don’t follow through with an online purchase represents a huge opportunity for online shopping and auction sites to exploit.

eBay is easily Australia’s favourite online shopping or auction site with over 9.4 million Australians visiting the site in an average four weeks ahead of local Australian second-hand shopping site Gumtree with 5.6 million visitors.

High profile American online retailer Amazon sits in third with 4.7 million visitors twice as many as fourth-placed Kogan.com with nearly 2.3 million visitors.

Source: Roy Morgan Single Source: April 2017 – March 2018, n = 50,014 Australians aged 14+. Note: These visitation figures are not derived from cookies, device counts, impressions or clicks.

Other online shopping and auction sites to attract in excess of 1 million visitors in an average four weeks include Groupon with nearly 1.8 million visitors, Catch with over 1.2 million visitors and OzBargain with over 1.1 million visitors.

Analysing the online shopping visitation by gender shows over 7 million women visit an online shopping or auction site in an average four weeks ahead of around 6.9 million men.

eBay is easily the top online shopping site for both women and men although it is visited by more men than women – nearly 4.9 million men in an average four weeks compared to 4.5 million women.

Gumtree is clearly the second-most visited online shopping or auction site for both genders. Over 2.9 million men and over 2.7 million women visit the site in an average four weeks.

Amazon is the third-most visited online shopping site for both genders with little difference between the genders. Just over 2.3 million women and a similar number of men visit Amazon in an average four weeks.

However, after the top three online shopping and auction sites, there are significant gender differences between several other leading online shopping and auction sites.

Significantly more women than men visit Groupon, Catch, MyShopping, Scoopon and LivingSocial while significantly more men than women visit Kogan.com, OzBargain and GraysOnline.

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