M6950 Market Research and Statistical Services

Net Promoter Scores for electricity providers on the increase in 2025 after two years of decline

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Original article by Roy Morgan
Market Research Update – Page: Online : 30-Jul-25

New data from Roy Morgan shows that improvements in the Net Promoter Scores of electricity providers this year has correlated with a clear drop in switching behaviour. After reaching a peak of -7 in the year to March 2022, the NPS for electricity providers fell consistently over the next two years as surging electricity prices and cost of living concerns faced many Australians. The NPS of electricity providers hit a low of -13 in the year to June 2024. However, NPS have gradually turned around and have improved significantly so far this year, now at -8 in the latest figures to June 2025, indicating that Australians are now increasingly more likely to recommend electricity providers to their friends than they were a year ago. The data shows that 16% of Australian electricity customers switched providers in the year to June 2025; this is down from a high of 18% in December 2024, but still higher than the 14% switching recorded during 2021 and early 2022.

CORPORATES
ROY MORGAN LIMITED

Why audience quality is the next frontier in media planning

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Original article by Michele Levine
Market Research Update – Page: Online : 16-Jul-25

For years, the media industry has fixated on scale – bigger reach, broader awareness, more impressions. But as the advertising landscape becomes more fragmented, and audiences more selective in how they consume content, one thing has become increasingly clear: not all exposure is equal. It is not just about how many people you reach, but how you reach them – and who they really are when they encounter your message. Traditional media planning models have long prioritised reach and frequency. While these metrics are useful, they ignore the nuances of attention, loyalty, and media context – factors we now know to be critical in determining how well a message is received, remembered, and acted upon. Roy Morgan’s new Media Allocation Engine is the first platform in Australia to systematically embed media channel attributes and audience behaviours into the planning process. The Media Allocation Engine offers a practical solution to a long-standing gap in campaign planning – giving planners the ability to quantify and compare media quality, not just quantity.

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ROY MORGAN LIMITED

The full picture: a decade of smoking in Australia

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Original article by Roy Morgan
Market Research Update – Page: Online : 9-Jul-25

The latest data from Roy Morgan shows that 17.4% of Australians aged 18+ smoke or vape; this includes 12.1% who smoke Factory Made Cigarettes (FMCs) or Roll-Your-Own (RYO) Cigarettes (8.4% FMC & 5.3% RYO) and 7.5% who vape. Overall, this is virtually unchanged over the last decade; in 2014, 17.7% smoked either FMC, RYO, pipe or cigars. However, since 2014, the composition of smoking/vaping has changed with both vaping and illicit tobacco more widespread. In 2018, when Roy Morgan first began asking people about their use of e-cigarettes, the incidence was less than 2%. Over the next few years, the incidence of vaping increased steadily to reach a high of 8.3% in the 12 months to December 2023 (and now at 7.5% in the 12 months to June 2025). Meanwhile, illicit tobacco usage was first measured by Roy Morgan in 2020 when the incidence was less than 2% (given this is self-reporting of an illegal activity, it is likely under-reported). Since then, the use of illicit tobacco has steadily increased to 4.8% of Australians 18+. Smoking illicit tobacco is included in the FMC/RYO incidence and, as such, is contributing to the continued smoking rates of FMC/RYO hovering just over 12%.

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ROY MORGAN LIMITED

Smoking increases among young Australians since vaping sales ban in 2024

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Original article by Roy Morgan
Market Research Update – Page: Online : 2-Jul-25

The latest data from Roy Morgan shows that the proportion of Australians aged 18+ smoking Factory Made Cigarettes (FMCs), Roll-Your-Own Cigarettes (RYO) or vaping bottomed at 16.8% (3.59 million) in the year to December 2024. Since then, the incidence of Australians smoking (or vaping) has increased to 17.1% (3.7 million), an increase of 0.3% points (+110,000). Driving the increase has been increased smoking rates of (FMCs), which has increased from 7.9% (1.67 million) to 8.3% (1.79 million), an increase of 0.4% points (+120,000). Meanwhile, legislation banning the sale of disposable single-use and non-therapeutic vapes in mid-2024 has had only a small impact on overall vaping rates, which are now at 7.5% of the population (1.61 million), down by only 0.2% points (-40,000) since the year to September 2024. Despite the legislation, 20.5% (510,000) of 18-24yr olds now vape, up from a low of 19% (470,000) in the year to September 2024; this is an increase of 1.5% points (+40,000) in less than a year.

CORPORATES
ROY MORGAN LIMITED

Nearly half of Australians now support marijuana legalisation – up 15 percentage points this decade

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

Roy Morgan’s latest data shows that 48% of Australians now support legalising marijuana, up 15 percentage points over the past decade (from 33% in 2015 and 42% in 2019). Opposition has fallen to 41%, also down 15 points since 2015 (from 56% and 49% in 2019), while 11% remain undecided. Men are more inclined to back legalisation of marijuana, with 51% saying it should be legal (40% opposed) compared to 45% of women (42% opposed). All Australians aged 18–49 now show majority support for legalisation; 18–24-year-olds have seen support grow from 36% in 2015 to 50% in 2019 and now 54% (an 18-point gain over the decade). Support among 25–34-year-olds has surged from 34% in 2015 to 46% in 2019 and now 58% (a 24-point increase). Middle-aged groups are also shifting: 35–49-year-olds now show a majority in favour at 51%. Meanwhile, support among 50-64-year-olds has risen 19 points to 48%, while opposition in this age group has fallen 18 points since 2019. Among those aged 65 and over, support has edged up slightly (from 33% in 2019 to 36% in 2025), yet this group continues to record the highest opposition at 54%.

CORPORATES
ROY MORGAN LIMITED

7.4 million Australians are now using Uber compared to around 4.2 million using taxis – a gap of over 3 million

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

The latest data from Roy Morgan shows that more than 7.4 million Australians aged 14+ (32.3%) used Uber during the March quarter, while around 4.2 million (18.1%) used taxis; there was a gap of over 3 million Australians in favour of Uber for the first time. Usage of Uber has surged since the end of pandemic restrictions in the December 2022 quarter, increasing by 1.7 million (+29.8%). In comparison, usage of taxis has declined over the last two years, down by 212,000 (-4.8%) since the December 2022 quarter. Even more striking is a comparison between usage of the two services today compared to pre-pandemic levels in the September 2019 quarter. Usage of Uber has increased by over 2.1 million (+40.6%) since late 2019, while usage of taxis has dropped by over 630,000 (-13.3%). This data comes from Roy Morgan Single Source, Australia’s most comprehensive consumer survey, derived from in-depth interviews with over 65,000 Australians each year.

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ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD

The cost-of-living crisis creates opportunities for Mobile Virtual Network Operators

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Jun-25

Australia’s Mobile Virtual Network Operators (MVNOs) are increasing their share of the mobile phone market during a sustained cost-of-living crunch. MVNOs have increased their share of mobile phone Services in Operation (SIOs) from 17% in the 6 months to March 2021 to 19% in the 6 months to March 2025. This equates to 4.3 million SIOs in the 6 months to March 2025 now using an MVNO (about 700,000 higher compared to four years ago). Consumers making the choice to switch to a MVNO are more likely to cite ‘price’ and ‘network’ related reasons as top reasons for choosing a particular brand than those sticking with the flagship brands of the big three networks. However, cheaper prices do not mean poorer customer service. The Net Promoter Scores of MVNOs are consistently higher than those of the network owner with whom they share a network; overall, MVNOs have an average NPS of 33.1. These are the latest findings from Roy Morgan’s Single Source (Australia) which is based on a survey of over 65,000 consumers per annum.

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ROY MORGAN LIMITED

Magazines matter to most Australians: over 65%, or 14.9 million, read magazines in print or online

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Original article by Roy Morgan
Market Research Update – Page: Online : 21-Apr-25

The Roy Morgan Australian Readership report for the 12 months to March 2025 shows that 11.2 million Australians aged 14+ (49.2%) now read print magazines. This market broadens significantly to more than 14.9 million Australians aged 14+ (65.4%) who read magazines in print or online either via the web or an app. Overall, seven of the top 25 most widely read magazines increased their readership over the last year. The most widely read magazine category is Food & Entertainment, with a readership of 7,175,000 (over 3 million ahead of any other category and reaching well over 30% of the population). Meanwhile, Better Homes and Gardens is still Australia’s most widely read paid magazine, with a print readership of 1,744,000; the second-placed The Australian Women’s Weekly has a print readership of 1,180,000. Australia’s two most widely read free magazines are still Coles Magazine (with a print readership of 5,245,000) and Woolworths’ Fresh Ideas (4,645,000). These are the latest findings from the Roy Morgan Single Source survey of 69,305 Australians aged 14+ in the 12 months to March.

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ROY MORGAN LIMITED

Retail Media and the evolving NEO Consumer: A Roy Morgan Business Address

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-May-25

NEO retail guru Scott Browning will give a presentation on the dramatic emergence of ‘Retail Media’ and the role the next economic order of consumers (NEOs) are playing in its financial growth. Scott will unpick the confusion swirling around Retail Media and analyse where it poses a threat and provides exceptional opportunities. He will review the established players like Woolworths and Coles, reveal Amazon as the ‘elephant in the room’ and contextualise the emerging players like Officeworks, Chemist Warehouse, Bunnings, and others. Social scientist and author Dr Ross Honeywill will also share his latest insights into the evolving NEO consumer wave and what it means for brands in 2025 and beyond. Bookings are essential for this face-to-face briefing at Tonic House (386 Flinders Lane, Melbourne) at 4.00pm on 20 May.

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ROY MORGAN LIMITED

Mother’s Day love: fewer Aussies spending more

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-May-25

Australians are expected to spend $1bn on Mother’s Day this year, virtually unchanged from a year ago despite tighter household budgets. A survey by the Australian Retailers Association and Roy Morgan shows that 30 per cent of Australians will celebrate Mother’s Day in 2025, which equates to seven million people. This is 2.7 million fewer than in 2024, although the projected average spend is up from $102 last year to $141. Flowers will be the gift of choice for 37% of respondents, while 20 per cent will opt for food and beverages. Other popular gifts include gift vouchers (10%), personal care items (10%), clothing and shoes (9%), and house-related gifts such as homewares and gardening hardware (7%). This ARA-Roy Morgan Snap SMS survey was conducted with a nationwide cross-section of 3,115 Australians aged 18+ from 10-23 April.

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AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED