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THE rise of online shopping has shown no signs of slowing down, according to Roy Morgan Research.
Almost 40 per cent of the population aged 14 and older purchased a product using the internet in an average four weeks in 2014.
Data shows 7,630,000 Australians clicked to buy and scrolled to shop last year, compared to just 5,704,000 in 2011.
Entertainment and leisure products trumped the list, followed by reading materials, fashion, food and beverages, electronics and travel products.
Food and beverages gained the most traction, with shoppers almost tripling to 1,586,000 in 2014 in comparison to 2011 figures.
Roy Morgan Research consumer products general manager Geoffrey Smith says the convenience of buying tickets to shows, movies and events online makes it a clear winner.
"Our latest data indicates that Australian consumers' online shopping habits are evolving, with some categories gaining favour and others plateauing," Smith says.
"Purchased by 40 per cent of the country's internet shoppers in an average four weeks, entertainment and leisure items are showing no sign of being challenged for top spot as Australia's most popular online shopping category.
"However, it was not the fastest growing online retail category over the last four years. That honour belongs to food and beverages, a category spanning alcohol, groceries and fast food."
Smith says buying alcohol online is continuing to grow in popularity, which makes up more than a third of the total food and beverage category.
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