A new survey finds Australian online purchases of automotive parts and accessories are small in number but lucrative.
Roy Morgan Research says 40% of the Australian population – or 7.7 million people – make at least one purchase over the Internet in an average four weeks, up from 5.3 million in 2011.
People who prefer a car with lots of sex appeal tend to spend more on auto accessories than anyone else.
Although categories such as reading material, women’s clothing, travel and music account for the lion’s share of Internet shoppers, smaller categories such as car parts and accessories are slowly building an online market, the researcher says.
Some 219,000 Australians bought an automotive product over the Internet in an average four weeks in March 2011, but by March this year the number had grown to 306,000.
Compared to the 891,000 online shoppers who buy e-books in an average four weeks or the 1,042,000 who buy women’s clothing, the pollster says this may not sound like much. But the mean amount spent is A$182 ($134.31), and it says this makes the online auto accessories category lucrative.
Roy Morgan Research Consumer Products General Manager Andrew Price says more specialized categories such as auto accessories are carving out their own niche.
“Not only are more Australians making purchases from this category, but their average spend is considerably higher than shoppers of some of the more popular categories,” Price says.
Whether someone is likely to buy these products online depends on how they feel about cars, Roy Morgan Research says.
Aussies who self-identify “as a bit of a car enthusiast” top the list, being almost 200% more likely than the population average to buy auto parts online in an average four weeks.
People who “would like a car that handles like a racing car” are 133% more likely than the average Aussie to buy auto accessories online; while those who are interested in buying a high-performance car, and/or who “prefer a car with lots of sex appeal” also show a higher chance than most of buying off the Internet.
On the other hand, people who agree with the statement “I’m not interested in the mechanics of my car” are 60% less likely than the average to buy accessories online, while those who “regard my car simply as transport from A to B” are 45% less likely.
Those who focus on safety, reliability and warranties are less likely to buy accessories online.
“As our data indicates, the passion or lack thereof a person feels for their car or cars in general influences whether they will buy these products online. It also has some bearing on how much they spend when they do make a purchase,” Price says.
“Armed with this kind of detailed attitudinal information about their present and potential customers, online retailers of car accessories are better placed to tailor their marketing communications to resonate exactly with the audience they wish to reach.”
