By Aimee Chanthadavong

More Australians are choosing to buy online, a Roy Morgan research reveals.

In the last 12 months to September 2010, half of the Australian population, which is approximately 9.1 million people, have bought a product or service over the internet.

Compared to 12 months ago, the proportion of people who have ever bought online has increased by 3 per cent and is rising.

Norman Morris, Roy Morgan industry communications director, told Retailbiz he expected this trend to carry on, highlighting that if GST remains to be exempt from internationally bought goods consumers will continue buying online.

The research revealed that travel items such as tickets and accommodation was the most common purchase over the internet with 14 per cent of Australians having purchases these in the last three months.

Music to download at 8 per cent overtook DVDs/videos and clothing/shoes both at 7 per cent.

“The growth of online shopping over the last 12 months has been mainly driven by an increase in purchasing books/magazines/newspapers and downloading music whereas supermarket shopping is yet to take off with only 2 per cent buying groceries online. During this time we have also seen the rise in purchasing clothing and shoes online,” Morris said.