M6950 Market Research and Statistical Services

Temu and Shein still the headline disruptors in 2025

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Mar-26

New data from Roy Morgan shows that established mass retailers Bunnings, Kmart and Big W remain dominant and stable in 2025, with modest growth in shopper numbers year-on-year (2% for Bunnings, 3% for Kmart and 1% for Big W). Meanwhile, online marketplaces Temu, Shein and Amazon have registered strong shopper gains; Temu had 5 million Australian shoppers in 2025 (17% growth year-on-year), Shein had 2.9 million Australian shoppers (up 28%) and Amazon gained 500,000 shoppers (up 6%). In contrast, legacy online retailers like eBay and Kogan, as well as major department stores Myer and David Jones, are losing shoppers as they struggle to compete with value-focused retailers and online marketplaces, reflecting shifting consumer preferences toward lower prices and more convenient shopping experiences. Roy Morgan estimates that Amazon, Temu, and Shein collectively generated close to $12 billion in retail sales in 2025, reflecting an increase of over $2 billion compared to 2024.

CORPORATES
ROY MORGAN LIMITED,BUNNINGS GROUP LIMITED,KMART AUSTRALIA LIMITED,BIG W DISCOUNT STORES,TEMU,SHEIN,AMAZON.COM INCORPORATED,EBAY AUSTRALIA AND NEW ZEALAND PTY LTD,KOGAN.COM LIMITED – ASX KGN,MYER HOLDINGS LIMITED – ASX MYR,DAVID JONES LIMITED

In late 2025 over 2.6 million New Zealanders read newspapers and more than 1.6 million read magazines

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Original article by Roy Morgan
Market Research Update – Page: Online : 11-Mar-26

Roy Morgan readership results for the 12 months to December 2025 show that 60.5% of New Zealanders aged 14+ (an estimated 2.66 million people), now read or access newspapers in an average 7-day period via print or online (website or app) platforms. In addition, 38% (an estimated 1.67 million) read magazines, whether in print or online either via the web or an app. The New Zealand Herald was the nation’s most widely read publication in the year to December, with a total cross-platform audience of 1,783,000; this is up 14,000 (+0.8%) on a year ago. Meanwhile, 21 of the 45 magazines measured increased their print readership during the year to December; New Zealand’s most widely read magazine is still the driving magazine AA Directions, which had an average issue readership of 388,000 in the year to December 2025 (over 150,000 ahead of any other magazine). These are the latest findings from the Roy Morgan New Zealand Single Source survey of 6,364 New Zealanders aged 14+ over the 12 months to December 2025.

CORPORATES
ROY MORGAN LIMITED

Bunnings is Australia’s most trusted brand; Telecommunications, led by Optus, is the most distrusted industry

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Original article by Roy Morgan
Market Research Update – Page: Online : 11-Mar-26

Bunnings is the most trusted brand in the 12 months to December 2025, a ninth consecutive quarterly victory for the leading hardware retailer. Discount supermarket Aldi is in second place, and discount department store Kmart is third; the top three places have remained unchanged for an eighth straight quarter. Meanwhile, Woolworths remains Australia’s most distrusted brand, while Optus deteriorated two places to be the second most distrusted brand in the 12 months to December; in fact, Optus was the single most distrusted brand in Australia during the month of December, following its fatal triple-zero outage in September. Roy Morgan’s latest data on trust and distrust reveals a remarkable relationship between highly regulated industries and trust. The financial services sector provides clear evidence that greater regulation and stricter rules have helped shape public perception for the better. On the flipside, sectors like Telecommunications and Supermarkets have relatively low regulation and suffer deep distrust; they currently face severe regulatory headwinds as the public demands better accountability and a fair go.

CORPORATES
ROY MORGAN LIMITED, BUNNINGS GROUP LIMITED, ALDI STORES SUPERMARKETS PTY LTD, KMART AUSTRALIA LIMITED, WOOLWORTHS GROUP LIMITED – ASX WOW, SINGTEL OPTUS PTY LTD

1.7 million Young Australians aged 6-13 play Roblox

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Original article by Roy Morgan
Market Research Update – Page: Online : 4-Mar-26

The latest Roy Morgan Young Australian Survey shows that 61% of children aged 6-13 years old (an estimated 1.7 million) play Roblox. Older children are more likely to play Roblox, with the play rate rising with age; 41% of 6-7 year-olds say they play Roblox, climbing to 66% of 8-9 year-olds, 69% of 10-11 year-olds, and 70% of 12-13 year-olds. The most popular genres for Roblox players aged 6-13 are Adventure (43%) played by 737,000 children, ahead of 637,000 playing the Action category (37%), and 541,000 playing the Simulation category (32%). Boys show significantly higher engagement in Fighting, Shooters and Action, while girls demonstrate higher interest in Fashion, Music and Party. This research is part of an ongoing programme of research into Young Australian life experiences, preferences, priorities and opinions. This programme has been operating since the early 2000s, with the latest data collection on Roblox between April and December 2025 with a nationwide sample of 792 Young Australians aged 6-13 who play Roblox.

CORPORATES
ROY MORGAN LIMITED

Magazines matter to a clear majority of Australians: over 14.5 million read magazines in print or online

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Original article by Roy Morgan
Market Research Update – Page: Online : 25-Feb-26

The Roy Morgan Australian Readership report for the 12 months to December 2025 shows that 10.7 million Australians aged 14+ (46.4%) now read print magazines. This market broadens significantly to over 14.5 million Australians aged 14+ (63%) who read magazines in print or online either via the web or an app. Overall, a total of 11 of the top 25 most widely read magazines increased their readership over the last year. Food & Entertainment is again Australia’s best performing magazine category, with a readership of 6,296,000 (well over 2 million ahead of any other category, and reaching 27.2% of the population). Meanwhile, Better Homes and Gardens is still Australia’s most widely read paid magazine, with a print readership of 1,593,000. These are the latest findings from the Roy Morgan Single Source survey of 64,960 Australians aged 14+ in the 12 months to December 2025.

CORPORATES
ROY MORGAN LIMITED

2.5 million Young Australians aged 6-13 watch YouTube

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Feb-26

The latest Roy Morgan Young Australian Survey shows that 89% of the 6-13 age group watches YouTube (an estimated 2.5 million people). The leading YouTube video category is Gaming, watched by 1.33 million children aged 6-13 (53% of YouTube watchers in this age group), ahead of 930,000 watching the Animation category (37%), 900,000 watching Comedy (36%), and 850,000 watching the Animals and Music categories (34%). The survey also shows that 67% of boys aged 6-13 watch YouTube, compared with 39% of girls. Boys are also far more likely to watch the Sports category (36% cf. 17%). In contrast, girls show a strong preference over boys for categories such as Animals, Music, Fashion, Unboxing, DIY and Cooking. This research is part of an ongoing programme of research into Young Australian life experiences, preferences, priorities and opinions. This programme has been operating since the early 2000s, with the latest data collection on YouTube between April and December 2025, with a nationwide sample of 1,129 Young Australians aged 6-13

CORPORATES
ROY MORGAN LIMITED, YOUTUBE INCORPORATED

Australians to turn out in force for Boxing Day

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Original article by Roy Morgan
Market Research Update – Page: Online : 24-Dec-25

Data from the Australian Retailers Association and Roy Morgan shows that consumers are forecast to spend about $1.6bn nationally on Boxing Day, a year-on-year increase of 4.3 per cent. Amongst other things, consumers are forecast to spend $476m on household goods on Boxing Day (up 4.4 per cent), and $216m on clothing, footwear and accessories (up 1.9 per cent); ‘Other retailing’ is also set for strong growth, rising 6.3 per cent to $221m. Spending in the full post-Christmas week (25-31 December) is forecast to reach $3.832 billion, up 4.4 per cent on last year; Boxing Day sales are expected to account for the largest share of this total, supported by strong demand for value, post-Christmas discounts and the redemption of Christmas gift cards.

CORPORATES
AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED

Bunnings is Australia’s most trusted brand, banking industry moves into Net Trust and Temu is most distrusted online retailer

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Original article by Roy Morgan
Market Research Update – Page: Online : 3-Dec-25

Bunnings is the most trusted brand in the 12 months to September 2025, making it the eighth consecutive quarterly victory for the hardware retailer stretching back to late 2023. This is according to the latest Roy Morgan Single Source (Australia) Risk Monitor, with the top four places being unchanged for the fourth consecutive quarter, with discount supermarket Aldi in second, discount department store Kmart in third, and technology and consumer products firm Apple in fourth position. The banks improved their trust rankings, now with five of the top 20 most trusted brands, while supermarket chains Woolworths and Coles were Australia’s two most distrusted brands for a fourth straight quarter, and Temu is rated as Australia’s most distrusted online retailer.

CORPORATES
ROY MORGAN LIMITED, BUNNINGS GROUP LIMITED, ALDI STORES SUPERMARKETS PTY LTD, APPLE PTY LTD, WOOLWORTHS GROUP LIMITED – ASX WOW, COLES GROUP LIMITED – ASX COL, TEMU

Magazines matter to a clear majority of Australians: over 14.6 million read magazines in print or online

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Original article by Roy Morgan
The Australian Financial Review – Page: Online : 26-Nov-25

The Roy Morgan Australian Readership report for the 12 months to September 2025 shows that 10.9 million Australians aged 14+ (47.4%) now read print magazines. This market broadens significantly to over 14.6 million Australians aged 14+ who read magazines in print or online either via the web or an app. Overall, a total of seven of the top 25 most widely read magazines increased their readership over the last year. Food & Entertainment is again Australia’s best performing magazine category, with a readership of 6,612,000 (well over 2.5 million ahead of any other category, and reaching 28.7% of the population). Meanwhile, Better Homes and Gardens is still Australia’s most widely read paid magazine, with a print readership of 1,658,000; the second-placed The Australian Women’s Weekly has a print readership of 1,180,000. These are the latest findings from the Roy Morgan Single Source survey of 65,956 Australians aged 14+ in the 12 months to September 2025.

CORPORATES
ROY MORGAN LIMITED

Australians have 209 million days of annual leave due

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Original article by Roy Morgan
Market Research Update – Page: Online : 19-Nov-25

New data from Roy Morgan shows that more than 9.7 million Australians in paid employment now have a combined 209 million days of annual leave acrued. This is up from 200 million days in September 2023; however, it is down slightly from the record high reached in March 2025 of 216 million days. A further 5.2 million Australians (34.7% of paid workers) have no annual leave due, up slightly from the 5.1 million (36.7%) without any annual leave two years ago. The average number of days of annual leave due per worker has remained virtually unchanged at 14 days over the last four years, but the overall total has increased as the workforce swelled. However, this steady ascent in the post-pandemic period has stalled this year as full-time employment has declined and been replaced by rising part-time employment.

CORPORATES
ROY MORGAN LIMITED