M6950 Market Research and Statistical Services

Japan shines as increasingly popular travel destination – attracting a particular kind of holidaymaker

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Jul-19

New research from Roy Morgan’s recent State of the Nation Report on Travel shows that 78.6% of Australians aged 14+ would like to take a holiday in the next 12 months, down 5% points since 2001-02. Some 72% of Australians would like to take a domestic holiday (down 9.1%), while 49.5% would like an overseas holiday (up 7.5% points since 2001-02). The top five most popular overseas destinations are New Zealand, the US, England, Japan and Canada. In early 2004, only 2.5% of Australians mentioned Japan as a holiday destination they would like to visit. The popularity of Japan as a holiday destination increased steadily over the next decade, overtaking Thailand as the most popular Asian travel destination in early 2014. Other popular Asian holiday destinations include Bali, Singapore, Vietnam and mainland China.

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ROY MORGAN LIMITED

Uber set to overtake taxis in Australia

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Original article by Roy Morgan
Market Research Update – Page: Online : 9-Jul-19

New research from Roy Morgan shows that 4.4 million Australians aged 14+ (21.5% of the population) now use Uber in an average three months, while 4.5 million (21.7%) use taxis. Uber officially launched in Australia in late 2012, and it has really taken off over the last three years. Patronage of Uber has grown from 6.6% in mid-2016 to 21.5% now, an increase of 14.9ppts in less than three years. During the same time, fewer Australians are using taxis but the decline has been far gentler down from 24.4% in mid-2016 to 21.7% now, a drop of only 2.7ppts. Analysis using Roy Morgan’s Technology Adoption Segments shows that Uber has been a big hit with "Technology Early Adopters", with 40% travelling by Uber in an average three months (compared to 30% that have travelled by taxi). Those in the "Digital Life" segment are also more likely to have travelled by Uber (23%) than by taxi (16%). However taxis (30%) still hold a marginal advantage amongst the "Professional Technology Mainstream", ahead of Uber (26%). Taxis are also the preferred personal transportation vehicle of choice for "Technophobes"; nearly twice as many travel by taxis (17%) than travel by Uber (10%).

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ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD

Who is the ‘Jarlsberg man’? And what does your choice of cheese say about you?

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Market Research Update – Page: Online : 8-Jul-19

New research from Roy Morgan shows that over 15 million Australian grocery buyers aged +14 now buy some type of cheese. Block Cheese is bought by 13.5 million Australians (85.1%), easily making it the most popular type of cheese. However, the strongest growth over the last three years has come from a significant increase in Australians buying Grated/Shredded Cheese (up 2.6ppts to 68.3%), Sliced Cheese (up 2.4ppts to 67.7%) and Cheese Snacks or Portions (up 3ppts to 43.6%). Meanwhile, Jarlsberg cheese is one of the more premium products in the cheese market and there are significant differences between the average buyer of Jarlsberg and a regular buyer of cheese. ‘Jarlsberg man’ is a big spender in the top socio-economic AB quintile, most likely with no children in his Mid-Life Household and almost twice as likely to drink wine with his meals as the average Australian. ‘Jarlsberg man’ is skewed heavily towards older Australians aged 35+ and is far more likely to have a diploma or degree than the average cheese buyer and be working full-time as a professional or manager with a household income of well over $120,000 per annum.

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ROY MORGAN LIMITED

Australians are bringing their own phone to new mobile plans

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Original article by
Market Research Update – Page: Online : 2-Jul-19

A Roy Morgan Single Source survey shows that 89.9% of Australians aged 14+ (18.6 million people) now own a mobile phone. This is up 0.7% points on a year ago and up 2.1% points from two years ago. Now 26.8% of Australians are on a post-paid mobile phone plan after providing their own mobile phone for the plan, up 5.8% points from two years ago. In addition, 32.9% of Australians have a pre-paid mobile phone, up 2.5% points from two years ago. In contrast, there has been a decline in the market for traditional mobile phone plans that include a handset, with 29.7% of Australians now having a post-paid mobile phone plan that includes a new phone, down 6.8% points in two years. There has also been a shift in the way pre-paid/’bring your own phone’ consumers purchase their mobile phone plans; from a shop is still the preferred way for over half (51.5%) of these consumers, but the numbers of customers purchasing a plan online has increased by 7.9% points to 23.7% over the last two years.

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ROY MORGAN LIMITED

Australians’ net wealth shows long term gains

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Original article by Roy Morgan
Market Research Update – Page: Online : 2-Jul-19

The second edition of the Roy Morgan Wealth Report shows that the value of assets held by Australians has almost doubled from 2007 to 2019 (up 96.0%). This is faster than the increase in debt of 78.6% over the same period. As a result, net wealth is now 98.7% higher in 2019 than it was in 2007. Even after allowing for population growth and inflation, the average Australian is better off. The second edition of the Wealth Report focuses particularly on how net wealth has changed since just before the onset of the global financial crisis. Australia performed very strongly over the past 12 years compared with other OECD nations – particularly in Europe, where many nations went backwards over the same period. The report is drawn from over half a million in-depth face-to-face interviews conducted in Australians’ homes over the period from 2007 to 2019.

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ROY MORGAN LIMITED

Australians’ wealth improving across all levels

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Original article by Roy Morgan
Market Research Update – Page: Online : 2-Jul-19

The second edition of the Roy Morgan Wealth Report shows that net wealth per capita in Australia has increased by 65.1% since 2007, with gains across all balance levels. The average per capita increase for the lowest value 50% (Quintiles 1 to 5) of the population was 55.0%, while the average increase for the highest value 50% (Quintiles 6 to 10) was 65.5%. The report also shows that the wealthiest 10% of Australians (with an average net wealth of over $2 million, up by $811,000 from 2007), hold 47.9% of net wealth. The poorest 50% of Australians (with an average of $31,000, up by $11,000), who despite gains, have seen their total share of net wealth fall from 3.9% to 3.7%. The report is based on over half a million in depth face-to-face interviews conducted in people’s homes over the period from 2007 to 2019 across Australia.

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ROY MORGAN LIMITED

Bauer dominates in four of Top 10 Magazine categories

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Original article by Roy Morgan
Market Research Update – Page: Online : 2-Jul-19

Analysis of Roy Morgan’s readership results for the 12 months to March 2019 shows that Bauer Magazines is the most widely read magazine publisher in four of the Top 10 Magazine categories: Mass Women’s Magazines, Motoring Magazines, TV Magazines and Women’s Lifestyle Magazines. Bauer is a Top 3 publisher in a total of eight of the Top 10 categories, which also includes Food & Entertainment Magazines, Home & Garden Magazines, Health & Family Magazines and Women’s Fashion Magazines categories. Other publishers to perform well include Medium Rare (which is the most widely read publisher for Food & Entertainment Magazines and Business, Financial & Airline Magazines) and Pacific Magazines (which is the most widely read publisher for Home & Garden Magazines and Health & Family Magazines).

CORPORATES
ROY MORGAN LIMITED, BAUER MEDIA AUSTRALIA PTY LTD, MEDIUM RARE, PACIFIC MAGAZINES PTY LTD

Almost 14 million Australians have Subscription or Pay TV

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Original article by Roy Morgan
Market Research Update – Page: Online : 2-Jul-19

New research from Roy Morgan shows that 13,975,000 Australians aged 14+ now have access to some form of Pay TV/Subscription TV or Subscription Video on Demand (SVOD), up 7.9% on a year ago. Nearly 11.5 million Australians now have a Netflix subscription in their household, up by 17.6% on a year ago, while Stan is now accessible by nearly 2.9 million Australians, up by 43.2% in the last 12 months. Other Pay TV/SVOD services to have grown quickly over the past year include Amazon Prime Video (+130.7%), YouTube Premium (+37%) and Fetch (+20.9%). Meanwhile, analysis using Roy Morgan’s Helix Personas consumer segmentation and data integration tool shows that Netflix has a strong appeal to Australians from all walks of life, while traditional Pay TV provider Foxtel is more popular with families than with other psychographic segmentations.

CORPORATES
ROY MORGAN LIMITED, NETFLIX INCORPORATED, STAN ENTERTAINMENT PTY LTD, AMAZON PRIME VIDEO, YOUTUBE PREMIUM, FETCHTV PTY LTD, KAYO SPORTS, FOXTEL MANAGEMENT PTY LTD

Australians holiday overseas for a shorter time

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Original article by Roy Morgan
Market Research Update – Page: Online : 26-Jun-19

Roy Morgan’s State of the Nation – Tourism presentation shows that when Australians went overseas for a holiday in 2002 the average time they spent was 31.9 days, but this had fallen to 21.6 days by March 2019. The average length of domestic holidays taken has remained relatively stable during this time, consistently around 6 days on average. This data is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes. Roy Morgan CEO Michele Levine says that when Australians go overseas the locations that top the list are New Zealand, England, the US, Bali and France. Looking at intention to travel overseas the places that Australians would like to go are New Zealand, the US, England, Japan and Canada.

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ROY MORGAN LIMITED

Potential boost to Australian Economy from 140 million days accrued leave

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Original article by Roy Morgan
Market Research Update – Page: Online : 26-Jun-19

Roy Morgan’s State of the Nation – Tourism presentation shows that 25.2% of Australia’s 10.9 million paid workers have four or more weeks’ worth of annual leave accrued, with 13.2% having more than five weeks. In total, Australian workers have accrued 140 million days’ worth of annual leave. This data is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes. Roy Morgan CEO Michele Levine says that with the Australian economy showing signs of slowing, the potential boost that would come from people taking their accrued leave would be considerable. This would particularly be the case if Australians were encouraged to holiday in Australia.

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ROY MORGAN LIMITED