Australians are buying less stuff online.? Or at least Aussie blokes are.
?This years? Sensis e-Business report has found the average amount spent by Australians online in the past year was $2500, down $400 on the previous year.
But women are spending the same amount;? it is Australian men who have cut back. Indeed the average spent online by Australian men over the past twelve months is down a whopping $700 on the previous year.
Sensis executive and report author, Christena Singh, said that the results were consistent with other research data showing the past 12 months had been difficult for Australian small businesses.
She said the data also reflects a significant shift in Australian?s shopping and spending patterns.
Australians are now not only saving a lot more of their income, but they?re tending to spend less on products and more on services.
?This change has been evident since the global financial crisis and has had a significant impact on smaller businesses such as traditional bricks and mortar retailers.?
The trend is also showing up in an apparent plateau or even a decline in the amount that small businesses are spending on computers and ecommerce.
According to this years Sensis e-Business report, the number of small businesses with a web-site actually fell over the last 12 months, from 67% to 62%.
Selling online also decreased in popularity amongst small businesses, falling from 59% to 51%.
And the number of small businesses getting paid for sales online also fell, dropping 9% t0 62%.
Despite these falls, the data also showed that businesses selling online are seeing an increased share of their total sales online, up from 27% to 31%
Indeed some 23% of those using e-commerce to sell made the majority of their sales online.
However perhaps the most significant findings in this years survey, which has been conducted every year since 2005, is that ecommerce is now as much about mobile phones and tablets as it is about computers.
?Internet access is now rarely just about logging on to a desktop computer,? Ms Singh said.
?Many consumers and businesses now rely on being able to access the internet 24/7 wherever they are,? she said.
?We are revolutionising the way we look for information, and small businesses have the opportunity to use the internet and mobile devices to reach customers and grow their market.?
The Sensis survey found that more than half of all Australians now own a smart phone, and that smartphone ownership has jumped by a third in the past year, up from 44 to 59 per cent of the population.
In response business owners are updating their channel strategy..
Some 9 per cent of SMEs already have mobile-specific websites, and a further 21 per cent say they are planning on getting one in the coming year.
There has also been a 10 per cent jump in the number of businesses loading location maps onto their website.
Tablets too, such as the Apple iPad are also becoming increasingly important.
According to Sensis the popularity of tablet devices has also more than doubled during the year, with 30 per cent of Australians saying they currently have one, up from 12 per cent last year. Another 16 per cent say they plan to get one in the next 12 months.
For more information or to download a copy of the Sensis e-Business report? go to:
http://about.sensis.com.au/IgnitionSuite/uploads/docs/2012SensisE_Business_Report.pdf
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