Australia: share of direct brand shoppers by age 2023

In 2023, a survey revealed that participants between the ages of 18 to 29 and 30 to 39 years old were the leading shoppers of direct brands in Australia, with around 32 percent of those aged 18 to 29 indicating they were direct brand shoppers. Conversely, the number of 60 to 70 year old respondents shopping direct brands was the lowest, with only 11 percent of respondents in this age category saying they were direct brand shoppers.

Distribution of direct brand shoppers in Australia in 2023, by age

Age group	Share of respondents
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Release date

September 2023

More information

Region

Australia

Survey time period

July 2023

Number of respondents

1,000 respondents

Age group

18-70 years old

Special properties

Nationally representative sample of Australians who have shopped online at least once in the last 12 months

Supplementary notes

The term direct brand refers to brands that sell goods entirely or primarily online through channels owned and operated by the brand.

Original survey question: How many different 'direct to consumer' brands have you purchased in the last 12 months?

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