Digital Marketing Researches & Reports

Digital Report 2018: The Online Experience of Consumers & Small to Medium Businesses (SMBs) | Yellow Pages

| Australia

Australian consumers are shopping online more than ever before and are doing and spending more online each year. They’ve become increasingly technology savvy. Hence, the Australian Small to Medium Businesses (SMBs) are responding to online growth and expanding their knowledge accordingly. In this context, the Yellow Digital Report sought the Australian consumers’ experiences and adoption of technology, including e-commerce and digital behaviours.

Read more and arm your strategy for your upcoming marketing efforts with unambiguous behavior is driven intelligence.

Part 1: What Australian Consumers Are Doing Online? – Quick Insights

  • The vast majority of internet users in Australia use the internet to get information on weather (89%) and look for information on products and services (89%).
  • In terms of devices ownership, 97% of Australian surveyed reported having a computer of some type in their home. 87% have a mobile smartphone, 64% have a tablet and 58% have a digital TV or set-top box.
  • Desktop or laptop computer is the most used devices to access the internet in Australia (92%), followed by mobile phones (82%), tablets (61%) and internet-enabled TV (39%).
  • Females are more likely to access the internet via mobile phones than males (86% vs. 77%). Internet users aged (30-39 Yrs) are much more likely than other age groups to access the internet via mobile phones also (94%).
  • Concerning social networking behaviour, 885 of online consumers in Australia use social media sites. Females and younger generations are more likely to do so.
  • 62% of them use the social networks once a day or more, while 20% use it several times a week.
  • In terms of purchasing online, 83% of Australian online users reported making purchases online in the last year. This incidence was above 80% among males and females, and in the under 50 age groups.
  • 20% have made online purchases from overseas. Males are more likely to do so than females.
  • Clothing/accessories/shoe are the most purchased items online in Australia (61%), followed by airline tickets (58%) and hotel rooms (52%).
Digital Report 2018: The Online Experience of Consumers & Small to Medium Businesses (SMBs) | Yellow Pages 1 | Digital Marketing Community

Figures Show Insights Into the Use of Social Networking Sites in Australia in 2018

Part 2: How Australian SMBs Are Using the Internet? – Quick Insights

  • 96% of Australian small and medium businesses own a computer, with 95% of them have computers connected to the internet.
  • 91% of Australian SMBs use internet banking to be the most popular application of internet use. Online SMBs now also use the internet to look for information about products and services (81%) or suppliers (81%), pay for products or services (81%), place orders (78%) or receive payments (66%).
  • 72% of SMBs reported they have a website for their business, with 57% of them indicated that the website increased their business effectiveness.
  • Concerning the website features, product descriptions (87%), an email inquiry form (84%) and location maps (76%) are the most popular SMB website features.
  • In terms of using social media, 51% of small and 58% of medium businesses in Australia have a social media presence. Facebook page is the most form of social media presence with a rate off 90%.
  • 91% of SMBs in Australia manage social media internally. Just 20% of SMBs monitor/update their social media every day.
  • The small business segment reported an average spending of around $4,900 a year on social media compared to almost $14,400 by medium-sized businesses.
Digital Report 2018: The Online Experience of Consumers & Small to Medium Businesses (SMBs) | Yellow Pages 2 | Digital Marketing Community

Figures Show the Effectiveness of Using Websites in Australian SMBs in 2018


Data is based on a survey of 1,504 adults. 50.4% of respondents are females and 49.6% are males. Data also based on 1,003 Australian Small to Medium Businesses (SMBs). The surveys conducted over the period of June 6 to July 16, 2018.

Yellow Pages

As one of the Sensis's companies, Yellow Pages® is the leading and most trusted print directory has business listings, phone numbers, maps, email addresses & websites for local Australian businesses to help people get the job done. The Yellow Pages Book plays a significant role in connecting businesses with valuable target markets that can't always be reached online.With a long, trusted history helping Aussies find, choose and connect, Yellow Pages is the go-to for reliable, comprehensive business listings. And with intelligent tools like Quotes and Bookings, Yellow Pages is making it even easier for marketers to enhance their online listings.


Subscribe for our newsletter!