As Amazon launches in Australia, Nielsen Digital Ratings data reports a spotlight on the 4.6 million adult Australians who accessed the Amazon US site during October 2017.
Females were slightly more likely to access Amazon US site (2.4m versus males 2.1m) but males were more engaged, spending an average of over 11 minutes per person, while females spent 8 minutes on average.
Desktop was the device of choice for Australians accessing the giant site, accounting for 80% of total time, followed by tablet with 13% and smartphone (7%).
In context, the Mass Merchandiser subcategory was accessed by 13.4m adult Australians during October 2017, where Amazon US site was ranked second. The top five sites include:
“With the increased behaviour of purchasing goods online and in the lead-up to Christmas we expect Amazon to have a significant impact to the Australian retail sector,” said Megan Treston, executive director, retailer services, Nielsen.