Internet Use in Australia and Internationally
This report analyses research from various sources on Internet use both in Australia and Internationally. The research and statistics are ongoing in this area and sourced from commercial and non commercial sources.
The Internet has been swiftly adopted by the average Australian and Internet access is becoming ubiquitous, especially in the metropolitan areas of Australia.
In November 2000 it was suggested that over 56% of Australian households had a computer at home and 37% of all Australian households have access to the Internet. In addition to this 50% of all Adults in Australia had accessed the Internet in the preceding twelve months.
An important characteristic of the research identifies age as a barrier to accessing the Internet as access decreases with an increase in age.
There is still a gap in access between those people living in rural, remote and regional areas compared to metropolitan areas, in spite of the government's push to increase access to these user groups, whilst the correlation between income and Internet use is well established.
Barriers to Internet Use
- Low Bandwidth in Australia with the predominance of low speed dial up Internet access;
- Increasing Age;
- Geographic isolation and cost of telecommunications; and
- Fear of technology.
International Experience
Australia is one of the world leaders in general internet access and the following table depicts Australian use against international examples:
|
Country |
% of Users |
Country |
% of Users |
|
|
Australia |
37% |
Austria |
30% |
|
|
Canada |
45% |
China |
<1% |
|
|
Denmark |
30% |
Finland |
41% |
|
|
France |
18% |
Germany |
31% |
|
|
Ireland |
25% |
Japan |
17% |
|
|
New Zealand |
34% |
Sweden |
51% |
|
|
United Kingdom |
55% |
United States |
60% |
Online Shopping and e Commerce
Of particular interest in online trends among Australian consumers is the dramatic rise in online purchasing with over 58% of people with Internet access having made an online purchase in the last twelve months. This is further extended by 82% of users expecting to make an online purchase in the next twelve months.
The online purchasers are becoming more varied in their online purchasing patterns and are making purchases from multiple websites. It is anticipated that they will make purchases from more sites as their comfort and experience with the online medium grows.
The demographics of the users shows a varied and disparate grouping which does not correlate well with the overall Internet access statistics. In particular the average household income of the users suggests that 72% of households who do purchase online earn less than $49,000 which suggests that even though the majority of Internet users earn in excess of $50,000, this group is not purchasing online.
The level of education reached is again somewhat at odds with the demographics for overall Internet access with the majority of users having little or no education, 53% having less than a college degree.
Barriers To Online Purchasing
The most significant barrier to online shopping and or transaction is most obviously lack of Internet Access however the top five barriers of Internet users are:
- Personal sizing, fit are important;
- Shipping costs are too high;
- Concern that credit card information will be stolen;
- Want to see / feel item before decision; and
- Item is high cost.
