Australian web traffic and search patterns reveals consumer behaivour shifts during lockdowns
SYDNEY Australia, March 17, 2021: SimilarWeb, the world's leading traffic intelligence company, today unveiled its Australian Digital 100 Insights Report, revealing shifts in Australian consumer behaviour while dealing with last year’s coronavirus lockdowns.
The three industry categories which experienced the highest growth last year were Home and Garden (+67%), Health and Beauty (+54%), and Retail (+41%) as Australians adapted to life in lockdown.
Emmanuel Heymann, SimilarWeb Vice President for Australia and New Zealand, said that while Australia fared much better than international counterparts during the height of the pandemic, consumers and businesses were still forced to adapt to restrictions.
"With outdoor activity restricted and offices
around the nation closed, many Australians turned their
attention to gardening and home office upgrades to make the
most of the situation,” he said. “As consumers adapted
to the new 'locked in' lifestyle, brands that focused on
strong digital-led acquisition strategies were able to
capitalise on the shift in behaviour and secure exponential
growth.”
Home office and
garden upgrades
As Australians found themselves
unable to leave their homes at the height of the pandemic,
and with many suddenly forced to work from home,
SimilarWeb’s analysis found home gardening and home office
upgrades were the most popular projects to undertake with
the category achieving the highest year-on-year traffic
growth.
DIY health and
beauty
With hairdressing salons, gyms, and
beauticians closed for large parts of the year, many
Australians turned to DIY self-care options with the Health
and Beauty sector recording the second highest growth in
traffic.
Interestingly, ‘K Beauty’ emerged as an extremely popular trend with websites dedicated to Korean beauty products seeing incredible growth. Stylevana.com – a site specialising in ‘K Beauty’ products – grew more than 900 times in 2020, making it the fastest growing brand in the sector, while nudieglow.com, another K Beauty site, grew by 264%.
Digital
retail
As previously bricks and mortar retails
rapidly shifted operations online, digital retailers
experienced the third highest year-on-year traffic growth.
This was largely driven by online toy stores, as parents
sought creative ways to keep children entertained while in
lockdown.
But wait, there’s more! As people spent more time in front of the television, the online stores of informercial channels such as itvsn.com.au (123 per cent) and globalshop.com.au (293 per cent) also saw significant growth.
“We’ve seen the pandemic change online consumer behaviour entirely – it forced even the most traditional businesses to go online,” Heymann said. “As a business, when you first go online it can seem like a jungle. Our data helps organisations contextualise and understand their market, the players, and the trends driving the category.”
The
Top Ten
SimilarWeb’s Digital100 Insights
Report analysed the web traffic of Australia’s most
popular websites, revealing the nation’s fastest-growing
brands across ten industry categories. From Apparel to
Automotive and everything in between, here are the brands
that clocked in at #1, by percentage growth, in each of the
ten categories:
• Apparel — Youandall
(+5024%)
• Automotive — Mycar
(+312%)
• Insurance — Budget Direct
(+33%)
• Banking and Lending — Southern Cross Credit
Union (+195%)
• Universities — University of the
Sunshine Coast (+873%)
• Publishers — Channel News
Asia (+276%)
• Consumer Electronics — manscaped
(+1376%)
• Retail — Toymate (+318%)
• Beauty —
Stylevana (+92489%)
• Home and Garden —
elivingfurniture (+1225%)
"Digital has well and truly become the primary way we engage as a society – whether that’s with friends and family via video conference, streaming entertainment, remote work and learning, or shopping online,” Heymann said.
“Before 2020, a digital presence was for many businesses a ‘nice to have’, but last year accelerated the shift toward digital-first. The fastest growing Australian brands were those who responded best to these new consumer demands.”
For more SimilarWeb rankings of the
fastest-growing websites in the world, visit https://www.similarweb.com/top-websites/.