SYDNEY: Marketers hoping to engage female shoppers in Australia should take an increasingly integrated approach across online and mobile, a study has revealed.

SheSpot, the specialist ad network, surveyed 5,435 women aged 18-65 years old, and reported 94% made purchases via the web or a smartphone, a figure reaching 93% for researching products.

A further 91% of contributors located stores in this way, 90% compared prices, 87% sought out consumer reviews, 83% discovered discounts, 64% saved shopping lists and 62% downloaded coupons.

Some 42% of the panel established the address of nearby stores through both mediums, standing at 28% for reading user reviews, 27% for comparing prices and looking for information about goods, and 21% for completing transactions.

Elsewhere, 22% of interviewees had employed barcode scanning apps to identify the best possible price.

When breaking out data for smartphone owners only, 93% of this audience regularly researched products on devices like the iPhone, and 91% found bricks and mortar stores thanks to these gadgets.

Another 90% compared prices in the same fashion, 87% accessed user reviews, 83% tracked down discounts and savings, 66% learned about sales, and 61% monitored where deals were available.

"Marketers must move beyond push-style communication and influence consumer-driven touch points such as word of mouth and online information sites, and, in some cases provide her with the ability to easily transact," said Katie May, CEO of Kidspot, the parent company of She Spot.

The perceived advantages boasted by the online retail category as a whole included convenience, mentioned by 93% of the sample. The enhanced ability to research purchases logged 68%, matching the rating registered by cheaper pricing.

A 62% share of respondents agreed it saved them time, 56% cited the capacity to buy offerings not sold in Australia and 43% pointed to the larger assortment of goods presented by the web.

More broadly, 25% "liked to use technology to get things done", and 20% enjoyed spontaneously acquiring products.

Entertainment and tickets were the most widely-purchased ecommerce items, on 80%, ahead of travel's 76% and apparel's 60%. Beauty brands also posted 48% on this metric.

Data sourced from B&T; additional content by Warc staff