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Majority of Australians will check out a business online before engaging with them

More Australians remember the last website they visited (46%) than their tax file number (14%)

Australians will not book a restaurant or a hotel, buy a product or apply for a job without checking the business out online first.

Gen Z respondents (65%) are the most likely to believe that their online presence is an extension of their physical persona and 58% of millennials are more likely to remember the color of a website than the color of someone’s eyes, according to a new study by Squarespace and YouGov.

The study's sample consisted of a nationally representative sample of 1,032 Australians aged 18 years and older.

“The findings of this study show that some people are basing real-life decisions on what they see online, such as who they date, where they eat, and what they buy,” said Kinjil Mathur, chief marketing officer at Squarespace.

“The survey suggested that Australians visit more than 3,200 websites in a year on average and are more likely to remember the last website they visited than their tax file number. It’s clear that it has never been more important for brands and individuals to consider how they present themselves online.”

What did the study find?

  • 38% of Gen Z feel an online presence says the most about a person.

  • More Australians remember the last website they visited (46%) than their tax file number (14%).

  • 65% of Gen Z believe their online presence is an extension of their in-person persona.

  • Most millennials say they can remember the color of a website better than the color of someone’s eyes (58%).

  • 38% of Gen Z say someone’s online presence says the most about a person.

  • Gen Z and millennials are more likely to say they wouldn’t go on a first date unless they could look up information about them online (57% and 49%).

  • 60% of millennials say that a business isn’t legitimate unless it has a well-designed website.

  • Two-thirds (67%) of Australians look up to people online, with Gen Z the most likely generation to do this (90%).

  • Almost four in ten (38%) Australians who look up people online look up their exes.

  • When meeting someone new, Australians (40%) are more likely than Americans (32%) to look them up that same day.

  • When encountering a business with a well-designed website, half of Australians say they are more likely to shop at a business again (51%), and that they find the business more credible (49%). Additionally, one in five say they are willing to spend more money there (21%).

  • Australians (82%) are generally more likely than Americans (76%) to look up business websites online before doing things.

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