The second Thursday evening of each month is Australia's peak shopping time – and the prime time for advertisers to connect with consumers, according to new research.
Researchers tracked shoppers using mobile phone data and revealed that while 70% of 'general shoppers' in Australia are female, males are more prevalent when it comes to grocery shopping, making up 46% of the consumer mix in supermarkets.
The research was carried out by data specialist AdNear across Melbourne, Sydney, Brisbane, Adelaide and Perth from February to April, tracking the shopping habits of 300,000 people using their mobile phones.
Across the cities, the second week of each month is the peak shopping time for general shopping. When it came to grocery shopping, in Adelaide the first week of the month is the most popular time to hit the supermarkets, while Sydney, Melbourne and Perth see a grocery shopping spurt in week two.
The tradition of late night shopping on Thursdays remains an important element for shoppers, with Thursday being the most popular day for both grocery and general shopping across all five cities.
Overall, more people do their grocery shopping on weekdays than on weekends, and evenings, between 7pm and 9pm, are the most popular time of day.
Anil Mathews, founder and CEO of AdNear, said: “Location based data can help grocers and retailers identify the most popular day of the week, the best time of day and the right target audience for effective consumer outreach to yield enhanced results.”
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