69% of Austrians shop online between 6pm and 11pm

According to a recent study by KPMG, half of Austrians have changed their previous shopping habits after the outbreak of the COVID-19 pandemic. To further study the trends and potential of e-commerce, the research project surveyed 3,100 consumers in DACH , including more than 1,000 from Austria.

The results show that there are many reasons for the changes in consumer purchasing behavior in Austria, Germany and Switzerland . Less than 40% of DACH respondents said that they participated in more online shopping because they wanted to minimize the frequency of contact with the outside world. More than 33% of respondents said that the health measures taken during the epidemic reduced their shopping interest . In addition, 25% of respondents believed that the change in consumption patterns was a trend of the times rather than out of their own needs .

In order to understand the consumer behavior habits of different age groups, KPMG divided the respondents into four age groups : Generation Z (18-24 years old), Millennials (25-39 years old), Generation X (40-55 years old) and Baby Boomers (56-89 years old) , among which Generation Z and Millennials are the majority.

Research shows that 33% of Austrian Gen Z say that 60% of the items they need in life are purchased online. This proportion is quite low compared to neighboring Germany, where the proportion of Gen Z people who purchase more than 60% of their items online reaches 56% .

The proportion of Austrian millennials who like online shopping is just as high as that of Generation Z , and more than 50% of millennial respondents said they like to use apps for online shopping.

The survey shows that in recent months , the product category that Austrian consumers bought online for the first time was food, followed by fashion and home furnishings. Only 30% of Generation Z have tried shopping on fresh food e-commerce platforms .

In addition, online shopping takes very little time compared to shopping in physical stores . Two-thirds of orders are completed within 20 minutes. 50% of Austrians buy online several times a month, and 14% even several times a week.

69% of Austrian respondents said they often shop between 6pm and 11pm and have no particular preference for which day of the week to shop online . Based on this, Austrian merchants can adjust the time of advertising to increase advertising conversion rates.

77% of Austrian consumers will abandon their orders if the shipping costs are too high , while in Germany and Switzerland, this proportion is only 66%. In response to the high abandonment rate caused by high shipping costs, merchants can adjust the shipping prices on their own to increase the number of orders.

Additionally, around 50% of Austrian respondents said they would not shop at an online store that did not offer their preferred payment method or if delivery took too long .

Austria

Consumption habits

Online shopping