Australians are increasingly turning to online channels to do their shopping, a new survey by the Roy Morgan company suggests.

Morgan’s figures indicate that some 10.4% of Aussies are buying products such as homewares, manchester, home decorations like mirrors, artwork, plants and garden accessories or baby and nursery products online This is up 2.7% from four years ago, Morgan says.

More than two-thirds of Australia’s online home products buyers are women, particularly millennial women aged in their 30s or 40s.

They are far more likely than the average Aussie to keep up-to-date with new ideas to improve their homes and “can’t relax until she knows the house is clean and tidy,” Morgan says.

Many number yoga and pilates among their favourite activities.

Morgan CEO Michele Levine says more than 10% of Australians now buy home products online in an average three months, an increase of 2.7% from four years ago.