Australian Consumers’ Attitudes Toward Smartphone-Shopping


Australian Consumers’ Attitudes Toward Smartphone-Shopping (Shopping Via Smartphone)

    • Topic and Background

Technological advancement especially internet and smartphone technology has led to the growth of online shopping around the world including Australia (Piotrowicz & Cuthbertson, 2014). A study by Yang and Minjoon (2013) revealed that there is a significant change from the use of desktops to laptops and smartphones in online shopping because of their portability. Therefore, it is important for marketers to understand consumer attitudes towards the use of smartphones in online shopping.

  • Scope of the Report

This report analyses the attitudes of consumers towards smartphone shopping in Australia in this case, the report only focuses on population segments and individual characteristics. The report focuses on English speaking Australian adults who own a smartphone and use it regularly to access the internet.



Australian Consumers’ Attitudes Toward Smartphone-Shopping

AMB201 Marketing & Audience Analytics
Quantitative Research Topic and Objectives (Part 2)

Australian consumers’ attitudes toward smartphone-shopping (shopping via smartphone)
Online retail shopping has grown considerably over recent years in many countries around the world,
including in Australia. The types of devices we use for online shopping however, have been changing.
As shown in the figure below from Global Web Index (2016), over the past several years there has
been a steady decrease in the use of conventional desktop and laptop machines to perform online
shopping, and a steady increase in the use of smartphones for online shopping. Given these trends, it
is important for marketers (and anyone involved in e-commerce more generally), to understand the
types of people who engage in online shopping via smartphone, and how to best cater to them.
Smartphone-shopping falls under the banner of mobile-shopping (m-shopping – which includes
shopping with any mobile device) and is a relatively under-researched area. In this project we will
examine whether attitudes toward smartphone-shopping are more favourable among particular
demographic and behavioural segments within the population. We will also assess how strongly some
of the individual characteristics that have typically been associated with favourable attitudes toward
“traditional” online shopping (e.g., price consciousness, convenience seeking orientation,
impulsiveness) are associated with smartphone-shopping.

Research Problem/Question
What are the determinants of Australian consumers’ attitudes toward smartphone-shopping?
Population of Interest and Project Focus
The target audience is English speaking Australian adults who own a smartphone and who regularly

use it to access the Internet. Respondents do not need to have previously engaged in smartphone-
shopping, but they should be aware that it is possible.

Research Objectives
The aim of this activity is to quantitatively examine determinants of Australian consumers’ attitudes
toward smartphone-shopping. Specific objectives include:
i) To examine if attitudes toward smartphone-shopping differ across population segments;
ii) To understand the relationships between individual characteristics and attitudes toward