Australians are shopping more frequently and in more varied locations than before, with the physical retail experience continuing to drive consumers in-store, new research by oOh!media shows.

Following several years of disruption that forced many to shop online, bricks and mortar stores remain popular with shoppers, with more than half (51%) preferring an in-store shopping experience. A further 41% say they prefer to take their time when making their purchases. 

Australians still love to shop and visit a cross-section of retail centres each week, driven primarily by utility, for grocery shopping, but also for leisure and entertainment. More than half (54%) of those questioned said their choice of shopping centre destination was driven by localisation, with 47% citing convenience as the most important factor for visitation.

With PwC predicting retail media spending will hit $2 billion annually by 2025, oOh! has launched reooh, a major move into the retailer media market with an end-to-end Out of Home offering for retailers.

oOh! chief content, marketing and creative officer, Neil Ackland said, “It is clear that the physical retail experience is still preferred and enjoyed by the majority of people. Driven primarily by utility, our shopping behaviours will continue to evolve, with localisation and convenience important deciding factors when it comes to which retail centres we visit.”