Introducing our Latest Free Generational Research into the Attitudes & Perceptions of Australian eCommerce Consumers

9 Key Insights You Can Use To Improve Your Customer Experience

Download our latest research report focussing on eCommerce and the online shopping behaviours of today's Australians. In it, you will learn:

  • The key factors that influence purchasing decisions
  • The top reasons for shopping cart abandonment
  • Easy-to-implement strategies to improve your customer experience, backed by data and UX best practice.

This report is a collection of research insights that explore how older Australian consumers are navigating the world of eCommerce differently to younger Australian consumers; and begins to answer the question of “how can we better capture their attention?”

Easy To Understand

For each of the nine insights, we break down the information into three distinct sections:

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An in-depth exploration of what the insight is, and why it is important to online retailers.

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A detailed breakdown of what we found when analysing the data from our survey.

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An examination of what this insight means for your business, and recommendations to act as a starting point for discussions on how your organisation can respond.

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Why Did We Conduct This Research?

As the digital marketplace becomes more and more competitive, a ‘one size fits all’ approach to customer experience is well and truly outdated. To encourage people to engage with your brand, you need to personalise your content, tailoring your efforts to specific sectors and demographics. Yet while there have been countless studies examining the behaviour of millennials for brands targeting younger consumers, research about older generations has fallen by the wayside.

We have found through our own research (during user interviews and usability testing) that many commonly held perceptions about older people's online attitudes and behaviours are actually not true. For example, is your company one of the many that believe elderly users do not look up information on the internet because they are not "tech savvy"?

In reality, according to a 2012 study by AIMIA, people aged over 65 spent more than three hours per day browsing the internet and were responsible for 20% of Australia’s total internet traffic.

Why Is This Research Important?

We feel there is so much value to be gained for our clients through having a better understanding of all consumers, including the older population. We also wish to encourage organisations to create products and services that are both usable and appealing to a wider range of ages (accessibility is important for everyone!).

A recent study from Forrester Research found that a well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could raise conversion rates by a massive 400%.

Younger Australians have grown up with the internet at their fingertips. However, older Australians have had to adapt to it. This difference between digital natives and digital immigrants is likely to influence how they interact with the online world. How are the eCommerce experiences of older Australians different from those of younger Australians?

Through our research, we wanted to get a better understanding of how this growing group of consumers are navigating the eCommerce landscape. We hope that this research enables businesses and organisations to design compelling and easy to use solutions, which result in exceptional experiences for everyone as well as having a huge impact on your bottom line.

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Need Your Own Custom Research Project?

Before diving into a project to develop a new product or service or improve an existing one, it makes good sense to first research your customers, the marketplace, or wider industry in general, to gain a better understanding and help make more informed decisions.

There is a wealth of research already available out online, but much of it is based on questionable research methods, doesn't draw on enough data points to arrive at statistically significant findings, or fails to translate the statistics into specific, clear actions to improve your products or services.

Our Experience Design Team utilise their Organisational Psychology backgrounds, rooted in academic study, to create tailored Research projects designed to extract the information your business needs to progress with confidence, reduce risk and prioritise activities.

If you want to improve the experience you offer your customers, get in touch today and we’ll show you how our specialist Research services can help you start off on the right foot.