Research reveals online sports sales on the rise

The Australian Sporting Goods Association has released recently conducted consumer research that shows significant growth in the number of people purchasing sporting goods online.
The research study, undertaken by Empirica Research, surveyed 1,000 shoppers and sports participants, revealing online purchases of sporting goods, in particular footwear and apparel, is higher than purchases in other consumer merchandise categories.
The results of the research revealed:
ï¾ 11.5% purchased footwear online, with 6.8% of those purchases at offshore online retailers;
ï¾ 7.6% purchased clothing online.
The research also revealed that shoppers are becoming more accustomed to online purchasing and more willing to purchase goods from an online retailer;
ï¾ 14% would buy footwear from an online retailer;
ï¾ Up to 15% would buy apparel items online.
ASGA Executive Director Brad Kitschke said it did not surprise the industry that up to 15% of sales could occur online, stating "we have always disputed claims that online retail in our sector was low.
"This research adds weight to the anecdotal reports from retailers that online sales of sporting goods, in particular footwear and apparel is around the 15% mark.
"The positive news is that many consumers are purchasing and will purchase goods from Australian online providers. Sporting goods retailers have been some of the first to embrace online retail and are offering consumers this channel to market.
"Consumers now view online retail as the norm, and the broader retail industry needs to catch up. Its pleasing that sports retailers are ahead of the game and recognize that there is opportunity for domestic online retailers."
However, ASGA remains concerned that Australian retailers are still disadvantaged because of the imposition of tariffs on imports and the GST exemption which gives their offshore competitors up to a 20% price advantage.
Kitschke adds "tariffs are imposed on imports for both footwear and apparel at 5% and 10% respectively.
"If you add the 10% GST on top of that, an Australian retailer faces an impost of up to 20% and cannot compete. This is Government policy driving consumers to spend their money offshore."
The ASGA has been campaigning for tariff reductions planned for 2015 to be bought forward to give Australian retailers the ability to compete without the imposition of additional Government imposed costs.
A copy of the full report of the research conducted by Empirica Research can be downloaded from

http://bit.ly/GS2qG5