Inside Australian Online Shopping - 2017 eCommerce Industry Paper - Online shopping trends in Australia
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Inside Australian Online Shopping 2017 eCommerce Industry Paper
Contents About this paper
About this paper 2 Industry overview This Inside Australian Online
Shopping report offers insights
Department & Variety Stores 13
Contents 2 into the delivery of goods bought
Fashion 19 online in 2016 – it’s based on:
Foreword 3 Health & Beauty 25
Hobbies & Recreational Goods 31 A subset of Australia Post
Executive summary 4 data, collected between
Homewares & Appliances 37 January 2015 and December
2016, from across our nation-
eCommerce overview 5 Media 43 wide network of 11.5 million
delivery points, aggregated
What’s making us buy online? 5 Specialty Food & Liquor 49 to postcode level.
Consumer trends 5 Methodology & references 55
The state of Australian eCommerce 7 Reported figures
Contacts 58 are for the 2016
What are Australian’s buying online? 9
calendar year. YOY
Where are Australian’s buying online? 11 figures compare to
2015 calendar year.
eCommerce events 12
Inside Australian Online Shopping © Australia Post
Foreword
The Australian economy has broken a world Together, Australia Post and StarTrack deliver
record. We have claimed the title of 104 quarters more than four billion items to 11.5 million
of growth without a recession. This achievement addresses across the country annually. Our vast,
of long term economic expansion has created a nationwide processing and delivery network has
strong retail environment, where demand for a enabled us to deliver the data-driven insights
broad range of products at a competitive price contained in this paper. The 2017 report provides
has benefited online retailers across the country. an in-depth look at online shopping and delivery
trends across Australia; growth patterns and
Australian consumers’ expectations around
insights on popular products to buy online,
convenience, value and choice have driven a
where the nation’s top online shoppers live
higher proportion of the population to shop
and predictions for future growth areas.
online more frequently. This is a world where
+4bn
people simply expect to access information, We’ve created this report to act as a powerful
products and services, at the touch of a button. tool for you and your business, by aligning
eCommerce data and insights with our growing
The online shopping industry and transforming economy.
continues to grow both domestically
and globally. Here in Australia, items delivered
we also know that it’s about to be
11.5m
disrupted, and retail as we know it
Ben Franzi
won’t ever look the same.
General Manager,
So how do local retailers remain successful in the eCommerce & International
lead up and during this transition? The second delivery addresses
edition of Inside Australian Online Shopping
will arm your business with information, data
and insights, which are the most powerful
asset to ensure you maintain your competitive
advantage in the marketplace. Understanding
the changing expectations around customer
experience and differentiating your business
in the market will help keep you ahead of the
competition.
Inside Australian Online Shopping © Australia Post
Executive Summary
Ever checked out a product in-store before demographic. But millennials, specifically those
heading home to buy it online instead? 25 to 35, now make up a large proportion of the
You’re not alone. Our insatiable appetite for population. Growing up with the internet, millennials
online shopping continues to grow, with online will heavily influence the future of online shopping.
purchases up 11.5% compared to last year. Retailers are evolving quickly to cater for this
Australian shoppers are making the switch demographic shift and the expectations that
for many reasons – including better prices, come from these savvy shoppers.
16 %
easier comparisons, more variety and just
The Department & Variety Store and Fashion
pure convenience.
categories still sit in the top positions. Collectively,
Australians already familiar with shopping online they make up more than half of all online purchases
are also doing it more frequently. Over the last and both recorded solid growth rates of 7%
12 months, we’ve seen the number of parcels and 17% respectively. The Media category The number of parcels
generated by an online transaction increase has seen notable growth this year too, up 23%.
generated by an online
by an average of 16% per shopper.1 It’s likely The continuing shift from physical bookstores
that a major driver of this acceleration has been to online book purchases appear to be the transaction has increased
the increased sophistication of online retailers. major driver here. by an average of 16%
Businesses are creating strong brand loyalty
In terms of the geographic split, metropolitan per shopper
and product familiarity, while providing better
areas contributed to the majority of growth. And
services, improved online experiences, and
thanks to strong economic conditions, Victoria
more convenient return and delivery options.
and New South Wales had the highest rates of
Growth in online spending outperformed growth in the country.
bricks-and-mortar retail by 6.9 percentage
Although buying behaviour has remained
points last year. While this is a significant
positive, overall growth figures have tapered
difference, it’s worth noting that traditional retail
when compared to 2015. The online shopping
is still a huge industry in Australia, bringing in
sector has reached a level of maturity and is
$261 billion2 in 2016 compared to online retail’s
now widely considered an established channel.
$18 billion in physical goods.10
However, the imminent entry of a new player
Research shows that over a three month period, into the Australian domestic market is likely
9.7 million Australians shopped online.3 Baby to raise the standard and demand for online
boomers still hold the spending power, enjoying shopping.
the highest disposable income of any
1
ustralia Post Consumer Survey 2016
A
2
Australian Bureau of Statistics (ABS) Retail Turnover
3
ABS Household Use of Information Technology, 2014-15
10
Online Physical Goods Index is a sub-set of NORSI. NORSI is sourced
from NAB and Market Blueprint. NAB and Market Blueprint take
Inside Australian Online Shopping © Australia Post no responsibility for the accuracy of the information shown.
eCommerce overview
What’s making us buy online? Consumer trends
Online retailers are a blessing for many So what are we buying? In general, online Are there still barriers to online shopping?
Australians – especially those living remotely, shoppers tend to pick up goods based on wants,
Research conducted in 2016 shows that many
or in areas with limited access to conventional rather than needs. This kind of discretionary
of the issues once considered barriers to online
bricks-and-mortar stores. Increasingly, customers spending has a range of influences. Two major
shopping are becoming less significant.1
are heading online to find their everyday motivations are the broader range of products
essentials at better prices, with buyers in remote available and the convenience of shopping where Since buying online often means not seeing
regional locations and tourist towns shopping and when it suits best. products until they’re delivered, returns was
online the most. cited as the main barrier. Retailers are
Retailers who are investing in digital innovations
responding with well-defined return options,
Similarly, new housing estates make a big and focusing on customer experiences are seeing
giving customers more confidence when
impact online. As new families move into these their efforts pay off. Shoppers are more informed
shopping online.
areas, they often head online to furnish their new than ever – with information, reviews, and
home. Point Cook in Melbourne’s outer-west is a comparisons at their fingertips – making it crucial Some consumers also cite delivery as a problem
prime example. It’s one of the largest-growing for retailers to deliver on their expectations. – since it can be difficult to arrange a home
suburbs in Australia, and tops many of the lists Strong returns policies and improved delivery delivery time that’s convenient. Carriers and
in this report. options have further encouraged the uptake of retailers are responding by providing alternate
online shopping, offering consumers peace of delivery options, including in-store and other
mind and convenience. collection points. An increase in tracking
notifications has also been well received by
consumers, with over two-thirds rating this
service either valuable or extremely valuable.
Inside Australian Online Shopping © Australia Post
Key consumer trends
Buying behaviour
Consumers are tending to shop online
later in the day, with 29% of purchases
made between 7–10pm. A further 18%
52 %
increase in
occur between 2–5pm. purchases
YOY via a
mobile device
Personalisation
Demand for personalised
29 %
of purchases are
Trending devices
Online shopping via a mobile
products increased by 28.2% made between device is increasing at an
18
in 2016. More and more online 7–10pm impressive rate, up 52% from
retailers are offering consumers % 2015. However, most online
the ability to co-design and shopping is still done on
add personal touches to their desktop or laptop computers.
products and this is steadily of purchases are
made between Desktop and laptop purchases
increasing.
2–5pm have declined at 10% and 6%
respectively, while shopping
via mobile is building from a
low base.
28.2
growth in
%
personalisation
Inside Australian Online Shopping © Australia Post
The state of 2016 total online spend
Australian $21.7bn
Total spend on
eCommerce physical goods
In 2016, Australian’s spent $21.65 billion shopping
online across both physical goods and digital 10.4 % $17.7bn
10.2
services (music and video streaming, and
takeaway food services). This is a total increase %
spend of 10.4% compared to 2015.4 Spending
online on physical goods (excluding digital
services) rose by 10.2% to $17.7 billion, an 82%
share of the total online spend.10
Growth in online spending significantly
outperformed traditional retail
spending, up 10.2% compared to 3.3%.
21
Despite international access, domestic purchases %
still make up the majority of online spending in
Australia. At the end of 2016, domestic spend
Spend on
represented 79% of the online market, showing International
a growth rate of 11% compared to 7.3% for products
international spend.10
7.3%
79 %
Spend on
domestic
Share of products
Australia’s
online
4
ll Online Retail statistics are sourced from the NAB Online Retail Sales Index
A
spend 11%
(NORSI).
10
Online Physical Goods Index is a sub-set of NORSI. NORSI is sourced from NAB
and Market Blueprint. NAB and Market Blueprint take no responsibility for the
accuracy of the information shown.
Inside Australian Online Shopping © Australia Post
Online physical
goods trends
National
average 12.1%
The bulk of spending in Australia 11.5%
comes from the eastern seaboard 10.7%
– with over three quarters of online 9.6%
8.8
%
purchases made in New South
Wales, Victoria or Queensland.4 6.8%
While every state slowed in growth in 2016
compared to previous year, better economic
conditions in New South Wales, ACT and Victoria
helped these states secure their places as the Metro vs
top three players for online shopping growth. regional
growth
Overall, metropolitan growth was stronger VERY REMOTE OUTER INNER MAJOR
than regional. That said, the very remote REMOTE REGIONAL REGIONAL CITIES
regions of Australia – such as Nhulunbuy (NT)
and Onslow (WA) – almost doubled in growth
compared to the previous year.
13.8% 13.4% 13.2%
National
average 11.0%
11.5% 9.8% 9.7%
8.6%
4.6%
Growth
by state
NSW ACT VIC TAS QLD SA NT WA
4
ll Online Retail statistics are sourced
A
from the NAB Online Retail Sales Index (NORSI).
Inside Australian Online Shopping © Australia Post
What are
Australians
buying online?
Department & Variety Store
items are the most popular
purchases, accounting for
30% of all online purchases
in Australia – followed closely
Online purchasing
by Fashion at 22%. growth rate
22.9%
In terms of growth, Media takes out the top
position, up by an impressive 23% in 2016.
Fashion trails at 17%, followed by Health &
Beauty and Hobbies & Recreational Goods,
16.7% 15.6%
both up 16%.
National 15.5%
average
Although buying behaviour has remained
positive across most categories, this year’s 11.5%
overall growth figures are more modest
than in previous years.
7.0% 6.9% Flat
Department Fashion Homewares Media Health Specialty Hobbies &
& Variety & Appliances & Beauty Food & Liquor Recreational
Stores Goods
Share
of online
purchases 30.1% 22.2% 14.8% 12.9% 8.7% 6.1% 5.2%
Inside Australian Online Shopping © Australia Post
Department & Fashion Health & Beauty Hobbies &
Variety Stores Fashion continues to be one of Health & Beauty saw rapid Recreational Goods
the major influencers in online growth in 2015, coming in with
Department & Variety Stores The Hobbies & Recreational
shopping, accounting for over an extraordinary 50% increase.
experienced a higher growth rate Goods category covers an
one in five online purchases in However, in 2016 we’ve seen this
in 2016 than the previous year. extensive range of items –
Australia last year. It’s the second growth start to stabilise. Regional
More businesses are expanding including Games & Toys,
biggest online category – growth residents are adopting online
their product offers online and Automotive, Music and Outdoor
in 2016 was 16.7%, just above channels for Health & Beauty
migrating to digital channels. equipment. Games & Toys and
previous year’s rate, marking purchases at the same rate as
Those with limited access to Outdoor goods make up over half
a third consecutive year of their city-based counterparts,
conventional stores are of all purchases in the category.
runaway growth. with regional growth sitting on
increasingly shopping online. Looking to the future, Music
par with metropolitan growth.
This category was more popular Metropolitan shoppers purchased (instruments and accessories)
regionally, up 8% compared to nearly 19% more fashion items will likely be the next sector to
7% overall. Over 60% of online online than they did the year see a major shift from bricks-
purchases in this category come before, with growth peaking in and-mortar to online stores.
from pure play online retailers. November and May, at 38% and
29% respectively. Their regional Specialty
counterparts only saw an
increase of 11% this year.
Food & Liquor
Specialty Food & Liquor – including
Homewares wine, tea, specialty food, liquor,
& Appliances hampers, unperishable groceries
and coffee – accounted for 6.1%
Metro growth was also higher
than regional in the Homewares
Media of all online purchases, but overall
growth was flat when compared
& Appliances sector, up 9.2% Books account for over 80% of to 2015. A major contributor to
compared to 1.5% regionally. online Media purchases in the this slowdown was a significant
New residential development category. The worldwide shift reduction in spend coming from
has contributed to these figures, from physical bookstores to WA, reflecting the economic
with homemakers shopping online retailers has made Media conditions locally.
online to furnish their homes. the fastest growing category
Demand in this category spiked this year, up an impressive 23%.
in the warmer months, with
January and February recording
the largest year-on-year growth.
Inside Australian Online Shopping © Australia Post7
Rank Top buying locations Growth rate (%)
1 Point Cook, 3030 13.2
2 Toowoomba, 4350 7.6
3 Liverpool, 2170 15.0
4 Gosford, 2250 12.8
5 Cranbourne, 3977 17.6
6 Hoppers Crossing, 3029 16.8 2
7 Mackay, 4740 1.7
8 Mandurah, 6210 4.8
9 Baulkham Hills, 2153 21.1
10 Campbelltown, 2560 13.7
8 4
9
3
10
Where are Toowoomba, west of Brisbane, has come in
runner up once again. As the second most
Australians populous inland city, with a high concentration of
households, it’s not surprising the town continues
6
buying online? to rank in the top three. Shoppers here are going
online to access a wider range of products and
for better value.
1 5
For the second year running, Point Cook in
Victoria has topped the nation for online shopping Liverpool in Sydney’s west has also retained its
– coming in ahead of Toowoomba in Queensland, position at third on the list – this area is also the
Liverpool and Gosford in NSW. Limited access online Fashion capital of Australia. Liverpool has
to physical shopping options in Point Cook and seen substantial growth in recent years, and it
other regional areas is driving residents in these appears residents are looking online for value
top buying locations to go online instead. and convenience. Above
average
Seven of the top ten postcodes recorded above Baulkham Hills in Sydney’s north-west was growth
average growth, fuelled by the influx of young the fastest-growing suburb in the top ten, with Lower than
families moving into the suburbs looking for more online purchases up 21% year-on-year. New average
growth
affordable housing. high-density zoning in the area has stimulated
population growth and the online sales to match.
Inside Australian Online Shopping © Australia PosteCommerce
Christmas highlights
Events As expected, the Christmas period saw online shopping
hit its peak. Extended delivery hours, 11% more vehicles
Each year we see a strong correlation
2.2m
on the road and more notifications via SMS and email
between online shopping events and all supported the online shopping boom.
buying behaviour. In 2016, May showed parcels
the greatest annual growth – domestic delivered on
Growth in 19 Dec 2016
events such as Mayhem and the Vogue
5.6m
parcels
and GQ online shopping nights.
Merry Monday
13
November saw the second highest parcels from
growth rates, with Australian retailers
leveraging overseas shopping events
% overseas 19 Dec 2016
The last Monday before
such as US Black Friday and Cyber Christmas is typically the
Monday sales.
While consumers are making the most
34m
domestic parcel 50%
busiest day of the year for
online shopping deliveries.
In 2016, there was a 12%
deliveries growth YOY in
of both international and domestic parcel locker
growth in parcels.
promotions, Christmas remains the usage
largest shopping event in Australia – and
December the biggest buying month.
Ahead of the game
The Games & Toys sector sees a huge spike
Games & Toys in the lead up to Christmas, with 41% of its
share of online annual online purchases occurring across
purchases
Oct – Dec
October, November and December (up 3%
from the previous year). December is the
41
largest buying month for all online shopping
% categories in Australia.
Inside Australian Online Shopping © Australia PostDepartment
& Variety
Stores
Inside Australian Online Shopping © Australia PostDepartment & Variety Stores
The Department & Variety Stores category Online purchases
again took out top place in online shopping, growth rate
accounting for 30.1% of all online purchases.
Year-on-year growth at 7% was strong, but
more modest than other online categories.
7.9%
7.0 %
Within the category, fashion apparel is the
most popular purchase, making up the
majority of sales.1
6.6%
Share of online
Traditional retailers still have purchases
some work to do to win over the
online market, with over 60% of Metro vs
30.1
sales coming from pure play regional
online retailers. % growth
Regional Australians are going online for their METRO REGIONAL
Department & Variety Store goods slightly
more than their city counterparts, with regional
growth exceeding metropolitan growth by 1.3
percentage points (inner and outer regional
Australia6 grew by 8%).
9.8%
Online retailers are starting to remove online 8.8%
shopping barriers by providing easier returns, 8.3%
more delivery choices and better tracking National 7.3% 6.1%
Average
notifications.1
7.0 %
All the eastern states, with the exception of
Queensland, performed above the national 3.7 %
average.
2.8%
Growth 0.8%
by state
ACT NSW VIC TAS QLD SA NT WA
Inside Australian Online Shopping © Australia PostWithin the top ten performing postcodes
Top buying for Department & Variety Store purchases,
locations seven were strongly influenced by growing
populations – recording above-average growth
rates in the category.
Point Cook in Melbourne’s outer-west (one of
the largest-growing suburb in Australia) has
secured the top spot for online purchases.
Limited access to physical shopping options
in the area continues to drive online demand
4 across all categories.
Liverpool in New South Wales came in a close
second, with an above-average growth rate
of 7.9%. With large developments and new
infrastructure going into the area, it’s in a prime
position for online buying growth. Another key
10 9 7 driver of online sales is the number of young
8
5 families settling in – over 53% of households
2 in the area are home to couples with children
(compared to the national average of 44.6%).
With fashion apparel making up
3
Rank Top buying locations Growth rate (%)
the majority of sales, capturing
1 Point Cook, 3030 6.8 1 6 the attention of young Australians
2 Liverpool, 2170 7.9 is key in this category. Interestingly,
3 Hoppers Crossing, 3029 9.3 more than 54% of the youth segment
have a favourite website that they’d
4 Toowoomba, 4350 -0.6
promote to others1 – so targeting
5 Wentworthville, 2145 8.8 this segment is a good approach
6 Cranbourne, 3977 8.9 for online retailers.
7 Campbelltown, 2560 9.6
Above Further north, Baulkham Hills tells a similar
8 Gosford, 2250 10.5 average story. In ninth position, the area had an
growth
impressive growth rate of 14.6% – more than
9 Baulkham Hills, 2153 14.6
Lower than double the national average. Supported by a
10 Mandurah, 6210 0.6 average boost in apartment living, and plans for a new
growth
train station, Baulkham Hills is in a great position
to perform online across multiple categories.
Inside Australian Online Shopping © Australia PostHomes in Nairne, 40km south-east of Adelaide,
Top buyers are big online shoppers too, receiving 17.9
by household parcels per calendar year (four times the
national average). The area has a relatively
National
average 4.4 Parcels per
household young demographic, with over 30% of the
population under the age of 20 (compared
Nairne to the national average of 26%). This youthful
5252 17.9 population has contributed to an online
shopping growth rate of 15.1%, mainly from
Tom Price discount online-only sites, influenced by
6751 14.2 television advertising here.
Ceduna Nairne
5690 14.1
5252
Streaky Bay
5680 13.3
Crace
2911 12.7
The mining town of Tom Price in Western
Australia’s Pilbara region receives an average
of 14.2 parcels per household each year. The
In 2016, Australian households purchased an It appears Crace’s new locals are population here is skewed towards males
average of 4.4 parcels each in the Department
& Variety Store category.
heading online to save, with purchases (65.2% compared to the national average of
in the area predominantly coming 49.4%), and the median household income is
As in other categories, regional towns saw higher 2.2 times higher than the Australian average.
from discount online-only sites. Being fairly isolated, the town is a high performer
rates of online sales on a per-household basis.
online, as locals turn to the internet for their
Crace, located just 12km north of Canberra, everyday essentials.
was one exception in 2016. Households here Households made
received at least one parcel per month, double an average of Tom Price
the national average. The suburb has been 4.4 Department 6751
through a major transformation over recent
& Variety Store
years, with new streets and homes being built
at a rapid rate (there’s been a four-fold increase
purchases last
year.
4.4
in houses since the 2011 census).
Inside Australian Online Shopping © Australia PostTop growth Rouse Hill
locations
Schofields
The Ponds
At a state level, New South Wales and Victoria
are Australia’s top growth performers, with
purchases up 8.8% and 8.3% respectively. Both
states have key growth pockets contributing
Wollert Doreen
to this increase. In New South Wales, the
neighbouring areas of Schofields, Rouse Hill
and The Ponds each recorded an online growth South
rate over two times the national average. Morang
The Ponds has a history of high growth across
several categories, and continued to see an
increase in 2016, with 25.7% growth in the
category. Nearby Schofields has grown by
Top growth locations Growth rate (%)
nearly eight times the average at 54.4%, while
Rouse Hill has grown by a more modest 14.5%. Schofields, 2762 54.4
The Hills District,
These areas are all popular with young families.
Sydney
Couples with children make up 66% of the The Ponds, 2769 25.7
population of Rouse Hill, the largest of the Rouse Hill, 2155 14.5
three suburbs, compared with the national
average of 44.6%.
South Morang, Doreen and Wollert sit in Victoria’s
City of Whittlesea,
Wollert, 3750 48.9
Melbourne
northern corridor. While growth in South Morang
has been stable, Wollert and Doreen have seen Doreen, 3754 21.8
major urban developments that have contributed South Morang, 3752 5.3
to an online shopping boom. The number of
homes in Wollert and Doreen has nearly tripled
since the 2011 Census, generating steady
growth for online shopping.
Inside Australian Online Shopping © Australia PostFuture
growth
7.5
Edmondson
Park
Clyde Edmondson
Camden North Average household Park
3978 purchase rate 2174
Clyde
North
Officer In Victoria’s south-east growth corridor, Edmondson Park is a major land release
the areas of Clyde North (47km from the CBD) area, 45km south-west of Sydney’s CBD.
and Officer (54km from the CBD) have also The area has a new railway station, and
sparked our interest. Both have experienced is expected to see significant development
high rates of online shopping, and are under in the near future.
major residential development – suggesting
Camden is 20km further south, and like
these numbers are set to rise. The area lacks
Our top picks for future a range of shopping options, spurring residents
Edmondson Park, has had consistent online
shopping growth and an above-average
growth are Clyde North and to head online for their Department & Variety
household purchase rate – a trend that’s
Store items.
Officer in Victoria. And from expected to continue.
NSW, the areas of Edmondson Officer also has access to the NBN service,
creating even better online experience.
Park and Camden are the
ones to watch for future online
growth in the category.
Inside Australian Online Shopping © Australia PostFashion Inside Australian Online Shopping © Australia Post
Fashion
Fashion continues to be one of the major Online purchases
influencers in online shopping, accounting for growth rate
over one in five online purchases in Australia. 18.9%
It’s the second biggest online category behind
Department & Variety Stores. Growth in 2016
16.7 %
was 16.7%, just above previous year’s rate,
marking a third consecutive year of significant
growth.
Share of online 10.7%
Consumers are more comfortable purchases
than ever buying online; footwear,
fashion accessories and activewear
Metro vs
22.2
items, in particular, are increasing regional
in popularity. % growth
While there was growth across the category, METRO REGIONAL
footwear (32% growth), fashion accessories
(18.7%) and activewear (17.4%) showed the
biggest improvements.
Australian metropolitan areas are leading the 21.1%
way – up 18.9% on the previous year, nearly
double that of regional areas (10.7%). 18.1% 18.1%
With the exception of Western Australia, all
National
average 15.0%
states recorded double digit growth. Growth 16.7 % 12.9% 12.8%
was particularly strong in NSW, up 21.1%, with 11.8%
ACT and VIC both up 18.1%.
7.1%
Growth
by state
NSW VIC ACT SA TAS NT QLD WA
Inside Australian Online Shopping © Australia Post3
Top buying Rank Top buying locations Growth rate (%)
locations 1 Liverpool, 2170 27.2
2 Point Cook, 3030 17.0
3 Toowoomba, 4350 9.5
4 Baulkham Hills, 2153 28.4
5 5 Rouse Hill, 2155 31.3
1
4 6 Wentworthville, 2145 29.6
6
7 Ballarat, 3350 17.7
10 Above
8 Grovedale, 3216 19.3 average
growth
Eight of the top ten biggest Fashion-buying 9 Launceston, 7250 10.8
Lower than
postcodes were in New South Wales and 10 Campbelltown, 2560 24.5 average
Victoria, spurred on by above-average growth. growth
Toowoomba in Queensland and Launceston in
Tasmania also made the list, despite growing 7
at a lower rate than the national average. 2
Liverpool is Australia’s online Fashion capital. 8
Located 32km west of Sydney, the area has
undergone substantial demographic change in
recent times. Residents here come from a wide
variety of ethnic backgrounds; over 66% of the
population had both parents born overseas 9
compared to 34.3% nationally.
Growth in online shopping here has been driven
in part by the influx of new families who’ve
moved to the area to take advantage of new 1
housing developments.
Similarly, Rouse Hill just 30km north, has a much
Capturing the youth market is younger demographic than the national average An influx of
key for Fashion retailers looking to – over 40% of the population is under 25 years young families
accelerate growth. Over 54% of the old (the national average is 33%). With younger has driven
Australians more likely to spend on fashion, and Liverpool’s
youth segment have a favourite more partial to buying online, it’s not surprising
website that they would promote that this area was one of the top performers
growth.
to others.1 in the category.
Inside Australian Online Shopping © Australia PostTop buyers
by household
In South Australia’s southern-most town,
National
average 3.2 Parcels per
household Port MacDonnell, access to bricks-and-mortar
shopping is limited, but access to the internet
Port
is not. Households here are making, on average,
MacDonnell 11.0 eleven purchases a year in the Fashion category
5291
– the highest per-household rate in the country.
Women’s apparel and footwear items were the
Robinvale
3549 10.3 most popular purchases.
Parkville Port
3052 8.2 MacDonnell
5291
Condobolin
2877 8.1
Oyster Bay
2225 7.8
Robinvale, situated on the south bank of Murray
River in Victoria, is known for its table grapes. It’s
a hotspot for footwear purchases too – households
here received an average ten parcels containing
footwear and apparel items last year.
Australian
households recieved Robinvale
an average of 3.2 3549
parcels of Fashion
items last year.
3.2
Inside Australian Online Shopping © Australia PostTop growth
locations
Port
Douglas
Mareeba
Edmonton
Queensland as a whole has seen growth in the
Fashion category of 11.8% – below the national Areas in the Gold
average. Nevertheless, there are some areas in Coast region
the state experiencing very strong growth. experienced high
growth rates,
There were pockets in the Gold especially in
Coast and Northern Queensland Women’s Fashion.
growing more than 20% in 2016.
The areas of Tugan, Upper Coomera, Palm
Beach and Varsity Lakes along the Gold Coast
all experienced high growth rates, especially in Jimboomba Upper
Women’s Fashion. This region has one of the Top growth locations Growth rate (%) Coomera
fastest growing populations in Australia, spurred
Mareeba, 4880 24.0
on by new investment and infrastructure. All the
North QLD
Palm Beach
ingredients for strong online purchasing growth. Edmonton, 4869 23.6 Varsity Lakes
Port Douglas, 4877 22.9
Tugun
Tugun, 4224 30.3
Upper Coomera, 4209 29.6
Gold Coast, QLD
Palm Beach, 4221 23.0
Varsity Lakes, 4227 21.8
Jimboomba, 4280 21.4
Inside Australian Online Shopping © Australia PostFuture Online fashion Online fashion
purchases purchases
growth growth rate growth rate
Wellard
6170 27.8 %
Byford
6122 24.3 %
Byford
Wellard Located on the southern Perth corridor, Wellard Byford, just 20 minutes east of Wellard,
is the first Transit Oriented Development (TOD) has become an extension of the Perth
on the Perth to Mandurah rail line. Home to metropolitan area, with new developments
over 5,000 residents, the area’s online fashion springing up to accommodate new
purchases have grown 27% over the past year. homebuyers and young families moving
With a skew towards young families (50% of into the area. These characteristics,
households are couples with children compared combined with 24% online growth in the
Wellard and Byford in with a national average of 45%) and a median past year, has Byford positioned as a
Western Australia are age (29) eight years below the national median, strong growth prospect for Fashion sales.
Wellard is one to watch in Fashion.
our hot picks for growth
in online Fashion shopping
in coming years.
TOD is the exciting
fast growing trend in
creating vibrant, livable,
sustainable communities
– creation of compact,
walkable, pedestrian-
oriented, mixed-use
communities centered
around high quality
train systems
Inside Australian Online Shopping © Australia PostHealth &
Beauty
Inside Australian Online Shopping © Australia PostHealth & Beauty
Once again, the Health & Beauty category Online purchases
cemented its position with a further 15.5% growth rate
uplift in 2016 following an extraordinary
50% growth rate in 2015.
15.4% 15.5%
15.5
It’s now the fifth largest category overall,
accounting for 8.7% of the total online %
retail market.
Consumers are becoming more comfortable Share of online
with buying their health and beauty essentials purchases
online. In fact beauty products (including
perfume) are now some of the most popular
items purchased online – sitting in fourth place Metro vs
8.7
overall behind apparel, consumer electronics regional
and books. Vitamins and health supplements % growth
aren’t far behind, becoming the seventh most
popular online purchase in 2016 after METRO REGIONAL
homewares and toys.
The segment’s big buyers are
spread over different demographics. 20.0%
Young people, women and young
17.1% 16.5%
professionals are buying up beauty 16.3% 16.0%
National
15.0% 14.8%
products, while health supplements average
and vitamins are more popular with 15.5%
retired Australians.1 9.3%
Growth has been fairly even across metropolitan
and regional areas. But the biggest impact has
come from very remote areas of Australia6, like
the mining towns of Onslow and Port Hedland Growth
in WA, where health supplements and vitamins by state
are particularly popular.
ACT SA VIC NSW QLD NT TAS WA
Inside Australian Online Shopping © Australia Post10
In the list of top ten locations for Health & Beauty
Top buying purchases, growth rates have been uneven. While
locations each of these areas experienced a rise, only three
recorded above-average growth.
4
Online shopping hotspot Point Cook in Melbourne’s
outer west took out the top place. The area has
seen a housing boom in recent years, and with
8 physical shopping options still catching up,
homeowners are heading online to buy their
essentials. Health & Beauty purchases in the
area have grown by 21%, with the main
2 contributors being pharmacy items.
Consumers in regional towns like Wagga
Wagga (NSW) and Ballarat (VIC) are enjoying
the large range of health and beauty products
5 that are available online. These areas have
a comparatively young population (15.8%
3 are aged between 15-24 years, compared
to 13.3% nationally), which is likely to be a
7 contributing factor.
Beauty retailers with an online
Rank Top buying locations Growth rate (%)
9 presence are catching on to
1 Point Cook, 3030 21.0 1 6 growing demand, and using videos
2 Toowoomba, 4350 15.4 and reviews to improve the online
3 Mandurah, 6210 9.9 shopping experience.
4 Mackay, 4740 5.0
5 Success, 6164 15.2 1
6 Glen Waverley, 3150 5.7
7 Wagga Wagga, 2650 25.2
Above
Point Cook’s
8 Bundaberg, 4670 11.7 average lack of physical
growth
9 Ballarat, 3350 25.0
shopping
Lower than options is driving
10 Cairns, 4870 7.5 average
growth residents online.
Inside Australian Online Shopping © Australia PostTop buyers
by household
Tom Price, a mining town in Western Australia’s
National
average 1.3 Parcels per
household Pilbara region, received an average of five
Health & Beauty parcels per household in 2016.
Tom Price Interestingly, the nearby towns of Karratha
6751 5.0 and Newman had an average of around three
parcels per household – which was significantly
lower, but still more than double the national
Charleville
4470 4.0 average.
These towns have comparatively large male
populations (65.2% of residents in Tom Price,
Kingscote 60.6% in Karratha and 66.4% in Newman,
5225 3.8
compared to the national average of 49.4%).
In addition, the median household income
is at least 2.2 times the Australian average.
Ceduna
5690 3.8 It’s likely that this high-earning male population
is heading online to buy up pharmacy items,
health supplements and vitamins.
Karratha
6714 3.5
Karratha
6714
Katanning
6317 3.4
Tom Price
Newman 6751
6753 3.2
Households made
an average of 1.3
online Health &
Beauty purchases
this year.
1.3
Inside Australian Online Shopping © Australia PostTop growth
locations
Albury
On the border of NSW and VIC, the townships
Yarrawonga
of Wodonga, Albury and Yarrawonga are some
of the fastest growing regional areas for Health Wodonga
& Beauty purchases. While there’s good access
to physical retail stores, many of the residents
are looking for more variety – and they’re going
online to find it. They’re buying health related
products, which is contributing to the growth
rate in the area.
While Tasmania has seen a below average
growth rate in the category (14.8%), there are Top growth locations Growth rate (%)
areas of the state that are experiencing strong
NSW and VIC border Wodonga, 3690 46.8
growth. In the city of Hobart, along the River
Derwent, the towns of Blackmans Bay, Howrah Albury, 2640 44.0 Bridgewater Howrah
and Bridgewater have all grown by more than
24% this year – with beauty purchases having Yarrawonga, 3730 43.7
the biggest impact on this figure. Blackmans Bay
The River Derwent
Blackmans Bay, 7052 30.9
region, TAS
Howrah, 7018 30.7
Bridgewater, 7030 24.1
Inside Australian Online Shopping © Australia PostFuture
58
growth
Yanchep
6035
Alkimos
6038
Stratford
3862
43 years
years
Paynesville
Yanchep Stratford’s Paynesville’s
3880 median age median age
Paynesville
Alkimos
Stratford
Both Yanchep and Alkimos are part of the Located in Gippsland Victoria, the towns of
State Government’s future urban development Stratford and Paynesville have also caught
plans. Yanchep in particular is an area to our attention.
watch. It’s one of the most rapidly developing
Stratford sits on the Avon River, over 200km east
resort towns in Western Australia, and
of Melbourne. The principal industries in the area
according to the ABS, one of the fastest
are dairy, sheep, beef cattle and grain farming.
growing suburbs, with the biggest population
As for future growth, we’re increase in FY16 Australia-wide. Paynesville, a further 60km east, is a charming
looking at the coastal With beautiful beaches, two golf courses
village with canals and inlets that have earned
it the title ‘boating capital’ of Victoria.
suburbs of Yanchep and and a modern shopping complex, it appears
Alkimos in Western Australia. an increasing number of Australians are Both areas have a relatively old demographic
choosing to make the sea change. Home – Stratford’s median age is 43 and Paynesville’s
Located just 56km north of to 18,900 people, the area already has an is 58, taking them well above the Australian
Perth, these areas are set online growth well above the national average of 37.
average – and we’re expecting Yanchep
to make waves in the Health to grow into an even bigger player in the The towns have a strong demand in the Health
& Beauty space. Health & Beauty space. & Beauty category already, and based on the
age profile, we predict demand for pharmacy
goods, health supplements and vitamins to
continue increasing.
Inside Australian Online Shopping © Australia PostHobbies &
Recreational
Goods
Inside Australian Online Shopping © Australia PostHobbies & Recreational Goods
It’s one of the smaller online categories – Online purchases
accounting for just 5.2% of all online sales – growth rate
but Hobbies & Recreational Goods is growing
fast, up 15.6% last year. 16.0% 15.1%
15.6
It’s a diverse category covering everything from
Games & Toys, to Music, Automotive and %
Outdoor Equipment. Games & Toys and Outdoor
equipment make up over half the purchases.
Share of online
purchases
It appears music is the next
category to be disrupted by the
consumer shift to online channels. Metro vs
5.2
It has seen the biggest growth regional
of all the sub-categories in the
% growth
past year. METRO REGIONAL
Metro areas slightly outgrew their regional
counterparts – up 16% compared with 15.1%.6
Australia’s major cities and inner regional
18.7 % 18.0%
areas6 grew 16% and 15.8% respectively. 17.7 %
National 16.6%
There was impressive double-digit growth average 14.2%
across all states, with NT, NSW, VIC and ACT
leading the way.
15.6% 13.2%
10.9% 10.7 %
Growth
by state
NT NSW VIC ACT QLD TAS WA SA
Inside Australian Online Shopping © Australia PostRegional towns in Queensland
Top buying took out the top four spots for
locations overall purchases in the category,
4 led predominately by a demand
for automotive supplies.
2 People in Queensland’s urban areas, outside
of Brisbane, travel an average of 1,400km (or
3 20.3%) further by passenger vehicle than the
average Australian7 – a likely reason for the
1 high sales in this category.
Toowoomba, west of Brisbane, is the number
one area for online Hobbies & Recreational
Goods sales. It’s Australia’s second most
populous inland city and home to over
6 102,000 residents. The population includes
10 8 7 a high proportion of residents with both
parents born in Australia (76.3% compared
9
to 53.7% nationally).
Point Cook in outer-western Melbourne placed
fifth overall, with the largest growth rate in the
Rank Top buying locations Growth rate (%)
top ten, up 25.2%. Limited access to shopping
1 Toowoomba, 4350 13.4 5 options has driven the online demand here,
mainly for toys and outdoor equipment.
2 Gladstone, 4680 -2.1 Point Cook also has a large number of young
3 Bundaberg, 4670 13.5 families with children (53.2% compared to
44.6% nationally), a potential factor in the
4 Mackay, 4740 5.9 high toy sales.
5 Point Cook, 3030 25.2
6 Wyong, 2259 24.7
7 Gosford, 2250 18.5
Above
8 Campbelltown, 2560 17.7 average
growth
9 Sanctuary Point, 2540 17.2
Lower than
10 Mandurah, 6210 7.1 average
growth
Inside Australian Online Shopping © Australia PostDue to the lack of bricks-and-mortar shopping
Top buyers options, the category is particularly popular in
by household regional and remote towns of Australia.
National
0.8 Parcels per Cobar in central New South Wales relies heavily
average household
on metal ore mining, with 29.4% of people
Tom Price employed in the industry. The area’s isolated
6751 3.3 location is prompting residents to look online,
particularly to buy outdoor sporting and
leisure equipment. Households here also
Cobar receive three times more parcels a year
2835
2.5 relating to automotive and cycling activities,
than the general population.
Roxby Downs
5725 2.3 Cobar
2835
Newman
6753
2.2
Jindabyne
2627 2.1
Jindabyne, south of Canberra, is a popular
holiday destination due to its proximity to the
Kosciuszko National Park. The area is famous
for skiing in winter and abseiling, rock-climbing,
mountain biking, horse riding and fly fishing in
summer. So it’s not surprising that households
here receive an average of two Hobbies &
Households made Recreational Goods parcels a year – almost
an average of three times the national average.
0.8 Hobbies &
Recreational Jindabyne
Goods purchases 2627
for the year.
0.8
Inside Australian Online Shopping © Australia PostTop growth
locations Eagleby
Ormeau
Upper
Coomera
There’s a cluster of high growth areas in
Melbourne’s north. Essendon, Strathmore and
Pascoe Vale each recorded growth of almost
double the national average for Hobbies &
Recreational Goods. Popular online categories
in these areas were Toys and Outdoor Equipment.
The growth is likely being driven by couples with
children – 50.8% of families here fall into that
category, compared with the national average
of 44.6%.
Top growth locations Growth rate (%)
While overall growth in Queensland is just below
the national average at 14.2%, there are areas Eagleby, 4207 33.8
QLD South
in the state experiencing good growth. Strathmore
Upper Coomera, 4209 24.6
Eagleby, Ormeau and Upper Coomera in Pascoe Ormeau, 4208 21.4
Queensland’s south are seeing growth rates Essendon Vale
above 21%. Not surprisingly, Games & Toys
purchases are popular here, given 25% of the
population is under the age of 15 (compared Pascoe Vale, 3044 31.5
North Melbourne
to 19.3% nationally).
Essendon, 3040 29.2
Strathmore, 3041 28.0
Inside Australian Online Shopping © Australia PostFuture Online hobbies Online hobbies
and recreational and recreational
growth goods purchases goods purchases
growth rate growth rate
Morayfield
19.7 %
25.6 %
North
Lakes Mount
Morayfield Barker
4506 5251
Mount
Barker
Mount
Gambier A boom in new housing is attracting young They’re four hours drive apart, but Mount
families to Morayfield and North Lakes, in the Barker and Mount Gambier in South
Moreton Bay Region of Queensland. With a Australia share similar online shopping
medium age of 31 – six years below the national habits – with both areas seeing strong
average – we predict a surge in online purchases growth in Music and Outdoor items.
for games, toys and outdoor leisure items here.
Nestled in the south-east corner of South
Our hot picks for future Australia, Mount Gambier is the second
most populous city in the state. It’s well
growth are Morayfield and known among tourists, with its captivating
North Lakes, both in the maar cobalt Blue Lake and volcanic
Moreton Bay region of landscape, and attracts hundreds of young
jazz musicians from across Australia each
Queensland – as well as year for the Generation in Jazz Festival.
Mount Barker and Mount Mount Barker, 33km east of Adelaide’s city
Gambier in South Australia. Situated just 40 centre, is one of the fastest growing areas
minutes north of in South Australia. With plenty of young
Brisbane, the families moving in, and a range of outdoor
picturesque Moreton facilities – like skate parks, walking trails
Bay Region is a fast and golf – we believe this area has strong
growing area in potential for future growth.
Australia
Inside Australian Online Shopping © Australia PostHomewares
& Appliances
Inside Australian Online Shopping © Australia PostHomewares & Appliances
One of Australia’s most recognisable retailers Online purchases
for consumer electronics, closed its doors in growth rate
2016. The result has been an increasingly
competitive landscape in the Homewares & 9.2%
Appliances sector – as the pressure builds to
6.9 %
adapt and innovate, or follow the same path.
As more and more retailers are expanding
their product lines to play in this space, keeping
any kind of competitive edge is a challenge. Share of online
purchases
Successful retailers are finding 1.5%
ways to differentiate their offering, Metro vs
14.8
and improve the online experience. regional
% growth
The category accounts for 14.8% of the total
online market and has seen a moderate 6.9% METRO REGIONAL
growth over the year. Small appliance purchases
have made the biggest impact, growing 23% –
double the overall online growth rate of 11.5%.
Homewares trail at 11.6%, and consumer 10.5%
electronics fall further behind with a growth
rate of 3.8%. 8.5%
National
Consumer electronics and manchester items are average 5.9%
in the top five most tracked products by online 6.9%
shoppers1, making it easy for these customers 5.0%
to keep an eye on their orders is important.
3.3% 2.9%
Metropolitan areas have seen the most growth,
particularly in New South Wales and Victoria, 1.0%
with purchases up 12.9% and 9.7% respectively. -2.2%
In contrast, regional areas have experienced
Growth
a relatively small increase of 1.5% over the by state
same period.
NSW VIC SA TAS QLD ACT WA NT
Inside Australian Online Shopping © Australia PostAcross the ten biggest-buying postcodes for
Top buying Rank Top buying locations Growth rate (%)
Homewares & Appliances, growth has been
locations 1 Point Cook, 3030 10.9 fairly uneven – with only half of these areas
recording an above-average growth rate.
6 2 Toowoomba, 4350 3.9
3 Liverpool, 2170 11.8 With new developments going
4 Hoppers Crossing, 3029 5.3 up in the area, we’ve seen
families flocking to Melbourne’s
5 Gosford, 2250 9.5
outer-western suburbs to settle
6 Mackay, 4740 -3.8 down – creating an online
7 Cranbourne, 3977 6.5 shopping boom in the process.
8 Wyong, 2259 8.1
Point Cook, one of the largest-growing
2 9 Campbelltown, 2560 5.4 postcodes in Australia – remains the
10 Greystanes, 2145 17.0 country’s number one buyer of Homewares
and Appliances. Sales have grown at an
impressive rate too – four percentage points
above the national average. The area has a
high percentage of homeowners (over 71%
compared to the national average of 67%) –
and with few bricks and mortar shopping
8 options, they’re heading online to furnish
10
5 their homes.
9 3 Nearby suburb Hoppers Crossing has a
similar demographic, and came in a close
second in Victoria.
The 2145 postcode, west of Parramatta,
1 jumped into the top ten largest buying areas
4 for the category with an impressive 17%
1 7 growth rate. The Greystanes suburb was the
biggest contributor, making up 39% of online
Point Cook, one purchases in the postcode. Like Point Cook
Above of the largest- the area has a high number of homeowners
average growing suburbs (81%), and evidently they’re choosing to shop
growth
in the country, online for home comforts.
Lower than
average
recorded 10.9%
growth growth.
Inside Australian Online Shopping © Australia PostTop buyers
by household
Crace, a suburb located 12km north of
National
average 2.2 Parcels per
household Canberra, purchased an average of 5.4
Homewares & Appliances parcels per household
Bridgetown in 2016 – twice the national average. A number
6255 5.5 of factors could be attributed to the spike in
purchases, including Crace’s relatively young
demographic. With a median age of 27, this age
Crace
2911 5.4 group is technology savvy and always on the
lookout for the best bargain.
Jindera
2642 5.1 Crace
2911
Marulan
2579 4.8
Jindabyne
2627 4.8
Jindabyne in south-east New South Wales is
close to several ski resorts in the Kosciuszko
National Park, making it a popular spot for
winter holidaymakers. With the area receiving
an average of 4.8 parcels per household – more
than double the national average – it’s possible
On average, that residents are going online to fit out their
Australian homes for guests and visitors.
households made
2.2 online purchases Jindabyne
for Homewares & 2627
Appliances in 2016.
2.2
Inside Australian Online Shopping © Australia PostTop growth
locations
New South Wales leads the way with a growth
rate of 10.5%, followed closely by Victoria at 8.5%.
New housing developments still
Riverstone
have the biggest impact on the
Kingswood Homewares & Appliances category,
as new homemakers shop online
Plumpton
for all the home comforts.
Mount Druitt
The north-west and south-west corridors of New
South Wales are housing hotspots, and have
Glenfield had some of the largest online growth rates for
Austral
Homeware and Appliance purchases. Given the
construction plans still in the pipeline, growth in
West Hoxton these areas is expected to continue in 2017.
Top growth locations Growth rate (%)
Plumpton, 2761 30.0
North-West corridor
Mount Druitt, 2770 20.9
Riverstone, 2765 19.9
Kingswood, 2747 19.8
South-West corridor
Glenfield, 2167 31.9
Austral, 2179 22.2
New South Wales
West Hoxton, 2171 17.7 priority growth
areas contribute to
some of the largest
growth in online
purchases.
Inside Australian Online Shopping © Australia PostFuture Greater Geelong’s
growth estimated population
growth 2006-2016
Online purchases
growth rate
41.2%
30.5%
12.2 %
Mount
Duneed
Barwon
Heads 19.8%
Ocean
Grove
Mount Barwon Ocean
Duneed Heads Grove
As for future growth, we’re 3217 3227 3226
looking at Greater Geelong –
Victoria’s second largest city.
With a growing population (an estimated Many areas have already increased
12.2% growth from 2006 to 2016), and the significantly. Mount Duneed and
future development portfolio to match, Armstrong Creek have seen a huge
the City of Greater Geelong is set to make 41.2% growth in online shopping. And as
a big impact online in the coming year. these pristine seaside locations continue
26
to attract more young families looking
for affordable housing options (median
age here is 26, eleven years below the years
national average) this figure is only Mount Duneed’s
expected to keep growing. average age of 26,
eleven years below
Other high growth areas include Barwon the national average,
Heads at 30.5%, and Ocean Grove at has helped drive online
19.8% – both also showing great potential shopping growth.
for the future.
Inside Australian Online Shopping © Australia PostMedia Inside Australian Online Shopping © Australia Post
Media
The Media category which includes books, Online purchases
music, software and magazines had a huge growth rate
increase in popularity last year. In fact, it
achieved the highest growth rate of any
category up 22.9% from 2015, accounting for 22.7% 23.4%
22.9 %
12.9% of all online purchases in Australia.
Books alone made up over 80% of online Media
purchases and is growing at 24% year-on-year.
Share of online
purchases
The channel shift from physical to
online stores in recent years has
propelled Media to the third most Metro vs
12.9
popular online category overall. regional
% growth
Australians across all consumer segments have
METRO REGIONAL
contributed fairly evenly. Interestingly, one in
every ten online Media sales is coming from
the Youth segment.1
There’s been strong growth in all states, with 27.0%
Northern Territory and Victoria leading the way. 25.3% 25.2% 24.7 %
National 24.0% 24.0%
Growth in regional areas was up 23.4%, average
slightly topping the metropolitan growth rate 22.9% 20.8%
of 22.7%. Very Remote Regions of Australia6
had a significant impact on the figures, with 16.4%
a growth rate of 30%.
Growth
by state
NT VIC SA TAS NSW ACT QLD WA
Inside Australian Online Shopping © Australia PostThere’s no typical Media buyer.
Top buying The category attracts people
locations from all segments, with the top
5 ten performing areas displaying
a diverse range of demographic
8 characteristics.
9
The Gosford postcode, on the NSW Central
Coast, took out top spot for online Media, with
4 the suburbs of Wyoming, Erina and Narara
2 making up 38% of purchases there. Families
with children are under-represented here, with
the median age sitting somewhere between
early 40s and mid-50s.
Coming in tenth place, and with quite a different
demographic, Cranbourne and Cranbourne
6 1 East in Melbourne have the fastest-growing
populations in Victoria. They’ve also been the
fastest growing areas for online Media, with a
growth rate of 9.8 percentage points above the
national average. As the suburb continues to
Rank Top buying locations Growth rate (%) expand, young couples and families are settling
3 in – with the median age sitting in the early 30s.
1 Gosford, 2250 16.4 7 10
2 Toowoomba, 4350 27.3
3 Point Cook, 3030 25.9
4 Nambour, 4560 11.4
5 Mackay, 4740 11.0 1
6 Mandurah, 6210 10.8
7 Grovedale, 3216 23.9
Above
Gosford’s median
8 Rockhampton City, 4700 -7.8 average age is between
growth
9 Gladstone, 4680 3.4
early 40s and
Lower than mid-50s.
10 Cranbourne, 3977 32.7 average
growth
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