Aussies are splashing out on entertainment and leisure

The popularity of online shopping has grown sharply in recent years, but what exactly are Aussies spending their money on?

According to a new study conducted by Roy Morgan Research, people are most likely to use their debit and credit cards to purchase entertainment and leisure products.

The survey indicated that 46.9 per cent of internet shoppers buy goods and services from this particular category over a four-week period.

Perhaps unsurprisingly, the next most popular sector was electronic products, with 20.1 per cent of the respondents buying some form of gadget over the course of the average month.

Aussies have always been keen to keep up with the latest technological developments and with devices like Apple's iPhone 5 being launched recently, it is no shock to see this segment of the retail industry performing very well.

The study also highlighted a healthy appetite among online shoppers for fashion products, with one in five people buying clothes or accessories via their computer or smartphone.

Chief executive officer at Roy Morgan Research Michele Levine hinted that some retailers need to enhance their online presence if they are to attract more custom.

"With many products being purchased by less than ten per cent of online shoppers in an average four-week period there is obviously plenty of scope for most categories to increase their online market presence," she remarked.

"Although most people buy groceries regularly, only 10.3 per cent are buying online. Obviously this leaves plenty of scope to increase online sales in this category."

Of course, credit card holders who regularly buy goods via the web have the advantage of being able to find the cheapest prices far more easily than those who only visit bricks and mortar stores.

News Limited recently reported that Aussies are increasingly wary of retailers who charge excessive amounts for delivery.

Experian Marketing Services surveyed 300 online retailers in Australia and found that less than one in four will deliver items for free, which is clearly alienating a lot of shoppers, who are turning their back on Aussie merchants in favour of cheaper companies from overseas.

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