Men are outspending women in internet shopping, with the average Australian now splurging more than $2600 a year on online buying sprees.
Three in 10 Australians shop online every week, while 87 per cent said they used the internet to compare prices, a report reveals.
Australians are also becoming more willing to pay for content such as music, movies and news.
And while traditional bricks-and-mortar retailers complain about losing sales to online rivals, 79 per cent of shoppers said they preferred buying goods from Australian-based websites.
The Centre of Excellence for Creative Industries and Innovation at Swinburne University, which conducted the survey of 1000 internet users, puts Australians among cyberspace's savviest shoppers.
The report said online retail in Australia grew in the past two years as customers embraced it as part of everyday life.The average spent online, excluding bills, surged 5.8 per cent to $2616 a year.
Men spent an average $229 a month on online purchases, while women spent $204.
Women regarded a trip to shopping centres a social activity.