By Aimee Chanthadavong

Shopping anywhere anytime is now the new normal, according to research by New Galaxy Research.

In fact, the survey, commissioned by amaysim, found laptops (71 per cent) and PCs (64 per cent) are still the most common devices used to research goods and services online; however smartphones (47 per cent) and tablets (39 per cent) are increasingly being used also. 

amaysim founder and CEO Rolf Hansen said the desire to shop anywhere on a multitude of devices highlighted the importance for companies to deliver across a range of devices in the same convenient and intuitive way.

The research also found as many as 60 per cent of those surveyed indicated they appreciate the value proposition of shopping online, it’s ultimately convenience and trust that drive decision-making among online buyers, according to the research.

According Hansen, the results reinforce that for the modern consumer, good value is not just about a race to the bottom on price, but more about providing value across the board, from price and delivery to after-sales service.

“Understanding what matters to Aussies, especially in an industry as maligned as telco, and meeting those expectations is critical for a company like us who thrives on word-of-mouth. Now more than ever, companies need to innovate or risk being left in the dust of companies that really do get it,” he said.

Despite acknowledging all of the benefits of online shopping, nearly 90 per cent of respondents indicated they’d abandoned an online purchase due to convenience and trust-related reasons, from lack of product information to unsuitable payment or delivery options and poor website experience.

For example, website security was nominated as a critical factor by 90 per cent of people when deciding to make an online purchase, while an easy checkout process was singled out by 80 per cent as being critical to the purchase.

“Service and delivery expectations are hitting the next level as people buy in the mall or wherever else takes their fancy.  In a nutshell the heat is on Aussie business now more than ever to keep up,” Hansen said.