CONSUMER BEHAVIOR – AUSTRALIA

Australians report donating almost $8 billion to charity annually

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Oct-25

Data from Roy Morgan shows that 58% of Australians aged 14+ (an estimated 13.2 million people) donated an average of $594 to charity in the year to 30 June 2025, contributing approximately $7.9 billion in total. Donations have followed a steady upward trend since June 2015, with a few slight dips in recent periods over the last decade, including during the last year as cost-of-living concerns became prevalent, even as official inflation decelerated rapidly over the last two-and-a-half years. Over the last decade the average size of charitable donations made by Australians has grown significantly. In 2015-16 the average charitable donation per donor was $334; this increased by $166 (+50%) in the next five years to an average of $500 in 2020-21. Since the COVID-19 pandemic, the growth in the size of the average charitable donation has continued, but at a slower pace, up by $94 (+19%) over the last four years to $594 in 2024-25.

CORPORATES
ROY MORGAN LIMITED

More men are using skincare; up over 20% compared to five years ago

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Original article by Roy Morgan
Market Research Update – Page: Online : 1-Oct-25

New data from Roy Morgan shows that there was 20.7% growth in male skincare routines over the five years to June 2025, making male self-care more prominent than ever. In total, 14.4 million Australians aged 14+ said they have used skincare products in the 12 months to June 2025, compared to 13 million in the year to June 2021; this is an increase of over 1 million Australians (10.1% growth) over the past five years. Some 43.4% of men now use skincare products, up from 40.5% five years ago; the number of women who use skincare products has fallen to 81.5%, down from 82.5% five years ago. Meanwhile, the number of Australians who now have a skincare routine has grown from 7,671,000 to 8,649,000; this is a rise of 979,000 (12.8% growth over the last five years). While more people are reporting to have a skincare routine, the number of those who do is growing at a faster rate; with the gap between the two groups widening.

CORPORATES
ROY MORGAN LIMITED

HBO Max scores over 850,000 viewers in first quarter streaming content

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

New data from Roy Morgan shows that streaming video service HBO Max, which launched in Australia on 31 March, has captured an impressive audience of 851,000 Australians aged 14+ in its first full quarter online (April-June 2025). A look at the broader market for subscription video on demand shows that 17.6 million Australians (76.9%) watched a streaming video service in an average four weeks in the 12 months to June 2025, up 452,000 (+3%) from a year ago. The leading streaming video service is again Netflix with 14,339,000 viewers (63% of Australians) in an average four weeks – more than double any other streaming video service. The contest for second place is tight between Disney Plus with 6,474,000 viewers (28%), just ahead of Amazon Prime Video with 6,464,000 viewers (28%) and Stan on 5,097,000 (22%). In fifth place is DAZN’s streaming video service Binge with 2,754,000 viewers (12%).

CORPORATES
ROY MORGAN LIMITED, HBO MAX, NETFLIX INCORPORATED, DISNEY+, AMAZON PRIME VIDEO, STAN ENTERTAINMENT PTY LTD, DAZN, BINGE

Migration concerns surge post-pandemic – almost returning to pre-pandemic levels

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Original article by Roy Morgan
Market Research Update – Page: Online : 17-Sep-25

New research from Roy Morgan shows that 13% of Australian electors believe that ‘managing immigration and population growth’ is an important issue; this figure has more than doubled since 2023. However, the long-term national trend since 2016 shows that the proportion who cited ‘managing immigration and population growth’ as an important issue reached a pre-pandemic high of 16% in 2019, before declining during COVID and falling to just 6% in June 2023. Since then, the perceived importance of immigration has surged as an issue and, as immigration to Australia increased, is up seven percentage points. While there has been an increase in the perceived importance of immigration as an issue across all age groups since the pandemic, concern varies substantially by age, with older people being significantly more likely to raise immigration as an issue.

CORPORATES
ROY MORGAN LIMITED

Temu and Amazon have each gained close to a million shoppers in the last year, Shein has also gained over half a million shoppers

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Original article by Roy Morgan
Market Research Update – Page: Online : 10-Sep-25

New data from Roy Morgan reveals the staggering growth in the numbers of shoppers for online players Amazon, Temu and Shein. Some 8.8 million Australians bought at least once from Amazon over the year to June 2025 (up by 900,000 year-on-year, +11% growth), while 4.7 million bought from Temu (up by 900,000 year-on-year, +24% growth), and 2.6 million bought from Shein (up by 600,000 year-on-year, +27% growth). The rapid rise of these online disruptors is reshaping Australia’s retail landscape; several major retailers have experienced significant year-on-year declines in customer numbers, while others have exited the market entirely in the last year. Roy Morgan estimates that Temu had nearly $2.6 billion in annual sales in the 12 months to June (compared to an estimated $1.6 billion a year ago), while Shein had close to an estimated $1.3 billion in annual sales (compared to an estimated $1 billion a year ago).

CORPORATES
ROY MORGAN LIMITED, AMAZON.COM INCORPORATED, TEMU, SHEIN

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

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%.

CORPORATES
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

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.

CORPORATES
ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD

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.

CORPORATES
AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED