• Peter Hammer

Five ways our purchase behaviour has changed in 12 months

From pandemics, political unrest and environmental disasters, 2020 served up its fair share of challenges. There’s been a lot of talk about the new normal, and we’ve previously reported how video consumption behaviour changed during the lockdown period, and that Tik Tok usage doubled year-on-year. But what other behaviour has changed in the past 12 months?


In this post, we will share some of the other datapoints from our Total Video Consumption Report to look at changes in purchasing behaviour. We looked at data from 1,142 Australians from two periods, comparing results for December 2019 and December 2020, finding that :


  • Travel has been locked down. With international borders shut and interstate travel restrictions continuing to fluctuate, online purchases for both flights and accommodation were less than half of the December 2019 figures (down -61% and -51% respectively). Additionally, future plans for leisure escapes in the next 12 months were also lower for cruises (-39%) and airline travel (-29%).

  • Consumers have distanced themselves from in-person events and venues. Government restrictions and social distancing have driven a decline in event tickets being purchased regularly (-59%) and lower weekly cinema visits (-41%). One bright spot is in business events, with the intention to attend a business conference up 20% for the next 12 months.

  • There’s a renewed focus on the home. With more time spent at home we’ve seen more home purchases – for example, online furniture purchases were almost double (+87%), and electrical appliances jumped 37%. Visits to Bunnings was also up 8% year-on-year.

  • Making a change in grocery. Weekly grocery visits were up for Coles and Woolworths, but Aldi had the highest increase compared to the previous period (up +11% YOY). In terms of categories bought, baking jumped 14% and regular purchases of frozen fruit and vegetables was up 9%.

  • Drowning our sorrows? Regular consumption of alcoholic beverages (except for pre-mixed drinks) increased, with wine up by 39% year-on-year. Sparkling water (+26%), Coffee (+16%) and Tea (+13%) also increased by double digits.


For more information about the Total Video Consumption report, please contact us at hello@totalvideo.co.

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