Australians are more likely to support local businesses during the pandemic, with search being the primary channel to find new brands, according to research by Rakuten Advertising.
The study, The Road to Recovery: 2020 e-Commerce in Asia-Pacific, surveyed more than 5,000 people across the region and found that 49% of Australians are more likely to shop local during the crisis, with those that shop internationally motivated by lower prices.
Another 73% of those surveyed want brands to communicate with compassion and empathy and 71% want businesses to include information on how they plan to continue operations.
“Australians are a resilient, empathetic bunch, and while the pandemic has resulted in locals being confined to their homes, these consumers are actively supporting local businesses in a bid to do their part for the economy,” says Stuart McLennan, Rakuten Advertising senior VP of Asia-Pacific.
While 67% of Australians use search to find new retailers, just 8% use influencers and bloggers, compared to 33% in China.
“Retailers and brands whose businesses may have taken a hit, would be able to cope with these challenges better by complementing their online presence with a low risk, performance-based digital strategy,” McLennan says.
“Activating a tailored, multi-channel digital program inclusive of affiliate and paid search can help brands reach more customers through channels Australians prefer to engage with. Furthermore, understanding the behaviour of Australian shoppers and communicating with the right tone and message will be key to success.”
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