2.5K members online now
2.5K members online now
Welcome to the Official Google Advertiser Community
Discover and learn about Going Global with Google, and more from our collection of articles and videos
star_border
Google Employee

Export on Air: Australia

The Export on Air webinar series provides insights on a variety of markets to inform your international expansion strategy. This month, we went all the way Down Under:

 

  • With 85% internet penetration1, Australia is a highly connected country whose population has a high purchasing power2 and who is ready to purchase online2.

  • Optimizing for a good mobile experience is essential in all industries including Travel and Ecommerce, due to a high smartphone penetration of 77%1.

 

  • Only 1 in 4 Australians3 go abroad more than once a year. Top outbound destinations4 for Australians are the United States, Indonesia, New Zealand, the United Kingdom, and Thailand.

 

  • Australians tend to travel domestically during long weekends4, driven by how isolated Australia is to other countries and a weakened local currency.

 

  • Travel products (flights, accommodation, car rental) are often booked for the same trip but not necessarily together5.

 

  • Ecommerce is driving retail growth in Australia6.

 

  • Australians mainly buy items from companies from the United States, China, and the United Kingdom, but would also consider purchasing from sellers located in Canada, Germany and Japan7.

 

  • Top products purchased from foreign retailers include toys and fashion items from overseas7.

 

Watch Export on Air: Australia Market Overview to find out more, including Travel and Ecommerce market insights, consumer insights, as well as go-to market best practices.

1 The World Bank, 2015

2 Consumer Barometer, 2016

3 KPGM, 2016, eMarketer, 2016 GFK & Google International Flights P2P Study, 2017

4 Google internal data, 2016

5 Google Consumer Survey, 2017 

6 National Australia Bank, 2017 

7 eMarketer, 2017