CONSUMER BEHAVIOR – AUSTRALIA

1-in-5 shop at Kmart for home products

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Original article by Roy Morgan
Market Research Update – Page: Online : 23-Jul-19

The latest research from Roy Morgan shows that 19.9% of Australians aged 14+ who buy home products shopped at Kmart in an average three months in 2019, up 9.4% points from five years ago. In contrast, Big W’s share of home products customers has declined by 2.2% points to 8.1%, and Target has declined by 4.1% points to only 5.6%. Meanwhile, only 2.9% of home products customers shop at eBay, up a modest 0.6% points from five years ago, and the gap between eBay and Kmart has grown from 8.2% points in 2014 to 17% points in 2019. Roy Morgan CEO Michele Levine says the performance of Kmart in recent years is a shining example that traditional retailers can be (extremely) successful despite the surge in online retailing and the challenges of primarily online outlets such as eBay and Amazon.

CORPORATES
ROY MORGAN LIMITED, KMART AUSTRALIA LIMITED, BIG W DISCOUNT STORES, TARGET AUSTRALIA PTY LTD, EBAY AUSTRALIA AND NEW ZEALAND PTY LTD, AMAZON.COM INCORPORATED

Podcasts growing in popularity in Australia

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Original article by Roy Morgan
Market Research Update – Page: Online : 23-Jul-19

A Roy Morgan Single Source survey shows that more than 1.6 million Australians aged 14+ (8.1%) now download audio or video podcasts in an average four weeks, compared with less than 1 million just four years ago. Driving the growth in podcasts are downloads to mobile phones, which have more than tripled since 2015 to over 1.3 million Australians. Meanwhile, just over 410,000 Australians now download podcasts to computers, down from a peak of just over 570,000 in 2016. In addition, around 210,000 Australians download podcasts to their tablets in an average four weeks. The Single Source survey is derived from in-depth face-to-face interviews with 1,000 Australians each week and 50,000 each year.

CORPORATES
ROY MORGAN LIMITED

Australian population growth powers travel industry

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Original article by Roy Morgan
Market Research Update – Page: Online : 16-Jul-19

A Roy Morgan Single Source survey shows that some 10.7 million Australians each year had at least one holiday in 2000/01, including 10.3 million who took a domestic holiday and 2 million who travelled overseas on holiday. Some took both domestic and overseas holidays. Today, around 13.7 million Australians take at least one annual holiday, including 12.6 million taking a domestic holiday and 5.5 million travelling overseas. This represents an increase of 3 million Australians (+28%) travelling on holiday compared to 2000/01. However this increase in travellers is driven entirely by population growth. The Australian population aged 14+ has grown by 5.1 million over the past two decades, representing an increase of 32.8% and out-pacing the growth in holidaymakers. A closer analysis also shows that while Australians taking domestic holidays has only increased by 2.3 million (+22.8%) since 2000/01, far more Australians are taking more expensive overseas holidays now than two decades ago, up by 3.5 million, and more than doubling – up by 169.3% since 2000/01.

CORPORATES
ROY MORGAN LIMITED

Baby Boomers drink coffee and tea, but hot chocolate is for the young

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Original article by Roy Morgan
Market Research Update – Page: Online : 16-Jul-19

New research from Roy Morgan shows that over 15.2 million Australians now drink hot drinks in an average week, representing 74.1% of Australians aged 14+. The survey shows that 56.1% of Australians drink at least one cup of coffee in an average week, 47.6% drink tea and only 12.5% drink hot chocolate. Both hot tea and hot coffee are popular with older Australians, and Baby Boomers are the leading drinkers of both hot coffee (69.6%) and hot tea (61.1%) in an average week. The older Pre-Boomers are also big consumers of hot coffee (67.3%) and hot tea (59.9%), but less than a third of Generation Z drink either hot tea (32.3%) or hot coffee (30.5%) in an average week. Younger Australians are more likely to drink hot chocolate in an average week than their older counterparts, although the drink is in a clear third place for all age groups. Nearly a fifth of Generation Z (19.5%) drink hot chocolate in an average week, compared to only 7.3% of Pre-Boomers. Meanwhile, iced coffee is consumed by 1.1 million Australians (5.6%) in an average week, while just over 1 million Australians (5%) drink iced tea in an average week.

CORPORATES
ROY MORGAN LIMITED

Fewer grocery buyers buy tubs of ice cream, but Weis Connoisseur and Bulla Creamy Classics are stable winners

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Original article by Roy Morgan
Market Research Update – Page: Online : 16-Jul-19

New research from Roy Morgan shows that the number of Australians aged 14+ who buy a tub or carton of ice cream has decreased from 10.5 million in 2015 to 9.9 million in 2019. Despite the overall decline there were a few stand-out brands that increased their customer base over the last four years. Connoisseur is now bought by 14.7% of ice cream buyers, up from 11.2% in 2015, while Weis has increased from 2.4% to 4.1% of ice cream buyers. Bulla Creamy Classics’ percentage of ice cream buyers has risen to a four-year high of 16.6%, from 12.5% in 2015. However, overall Bulla has dropped from being bought by 32.2% of ice cream buyers in 2015 to 30.9%. Still, Bulla is clearly the most popular ice cream brand in the marketplace, ahead of supermarket brands (bought by 26.2% of ice cream buyers) and Peters (bought by 21.2%).

CORPORATES
ROY MORGAN LIMITED, CONNOISSEUR, WEIS, BULLA, PETERS ICE CREAM

Retailers hope tax-cut cheques will fuel spending spree

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Original article by Rosie Lewis, Eli Greenblat
The Australian – Page: 2 : 11-Jul-19

More than 970,000 people have lodged their annual tax return with the Australian Taxation Office since 1 July. Retailers are optimistic that the federal government’s tax cuts will have a similar stimulatory effect on the sector as the one-off payment made by Labor in 2009. Russell Zimmerman of the Australian Retailers Association says the tax cuts will allow struggling consumers to buy items such as new electrical appliances and clothing.

CORPORATES
AUSTRALIAN TAXATION OFFICE, AUSTRALIAN RETAILERS ASSOCIATION, NATIONAL RETAIL ASSOCIATION LIMITED, AUSTRALIAN LABOR PARTY, AUSTRALIA. DEPT OF THE TREASURY, WESTPAC BANKING CORPORATION – ASX WBC, UNIVERSITY OF MELBOURNE. INSTITUTE OF APPLIED ECONOMIC AND SOCIAL RESEARCH, CITIGROUP PTY LTD

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%).

CORPORATES
ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD

Retailers bask in a little ray of sunshine

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Original article by Tim Boyd, Patrick Durkin
The Australian Financial Review – Page: 7 : 5-Jul-19

Carpet Court CEO James Hayward predicts that the $1,080 tax rebate that most low and middle income earners will receive in the next few months will provide a similar boost to the economy as Kevin Rudd’s 2009 stimulus package. That package saw around 10 million Australians receive $900. His comments are echoed by MYOB CEO Tim Reed, who notes that low and middle income earners have a "high propensity to spend".

CORPORATES
CARPET COURT AUSTRALIA LIMITED, MYOB GROUP LIMITED, KOGAN.COM LIMITED – ASX KGN, COMMONWEALTH BANK OF AUSTRALIA – ASX CBA

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

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