Australian consumers are now more digitally empowered and determined to find the best product for the best value, adopting a 'mercenary mindset', according to a report by EY.
The Digital Australia: State of the Nation report found one of the key factors behind the shift in the consumer purchase process was enhanced research, with 94% of respondents stating they research a product whilst in store before purchasing.
Research also revealed that consumers were moving away from the information supplied by retailers and manufacturers.
Consumer are instead opting to take advice from third-parties such as peers, social leaders or 'experts' found online through Facebook or Twitter.
The report identified Australia as one of the strongest users of smartphone technology (88%), with a further 33% considering themselves early adopters of tech
However, this hasn't translated into online conversion, with 58% of consumers not completing an online purchase, even with an item in their cart.
EY Oceania EY Sweeney managing partner Marc L'Huillier said brands with the best online results are those which understand customer trend, as well as how they are influenced.
"The shift in mindset is pronounced. Australians are much more assertive and less predictable than ever before.
"The organisations that are the most proficient and successful have a contemporary understanding of how consumers shop their category and the spheres of influence on their ultimate decision."