Tasmania leading charge in online shopping

The 2018 Yellow Digital Report has found that whilst Tasmanian’s are shopping online more than other states in Australia, they are still concerned around the safety of their information online.

With over nine in ten (93%) admitting to having shopped online over the past 12-months, Tasmania tied with ACT as the most likely to shop within the digital space. However, when it came to preference, only 19% of Tasmanian’s said they would choose online, over in-store (43%).

The study also revealed that over four in five Tasmanian’s feel concern (81%) around the safety of their children when on the internet and over half (58%) are uncertain around how to protect themselves online. Further to this, almost 60% feel the government could be doing more on the issue. Despite the popularity in the media, only 28% were found to own a smart-home voice-activated device.

When shopping online, many more Tasmanian are seeking the best deal over fastest delivery or supporting local brands (65%, 6% and 3% respectively). When it came to Tasmanian small and medium businesses (SMBs), they were found to be the most-likely state to currently sell online along with the Northern Territory (both sitting at 62% – eight points above the national average).

Selling online, 61% said they adopted e-commerce to provide a better service for their customers, while almost half (47%) had done so to reduce costs. When it came to owning a website, Tasmanian SMBs were seven points behind the national average, sitting at 65%.


Purchased online in last year TOTAL










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