CONSUMER BEHAVIOR – AUSTRALIA

Aldi is now the most-read supermarket catalogue, but Coles & Woolworths convert more readers into shoppers

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 24-Mar-17

A Roy Morgan Single Source survey has found that 5.1 million Australians aged 14+ read or looked into an Aldi catalogue in the year to December 2016. Aldi’s weekly catalogue reach surpassed that for Coles (4.9 million) and Woolworths (4.8 million) for the first time in 2016. Readership of Aldi catalogues has now grown for three consecutive years, up 28 per cent over the period from four million Australians a week in 2013. IGA’s catalogues also gained readers from 2013 to 2015 but declined in 2016. The survey also shows that 52 per cent of Woolworths’ catalogue reach leads to a sale (up from 48 per cent in 2013), just ahead of 50 per cent for Coles (up from 46 per cent). Aldi’s reader-to-shopper conversion rate is unchanged over the period at 38 per cent, while IGA’s has grown from 36 to 37 per cent.

CORPORATES
ROY MORGAN RESEARCH LIMITED, ALDI STORES SUPERMARKETS PTY LTD, COLES SUPERMARKETS AUSTRALIA PTY LTD, WOOLWORTHS SUPERMARKETS, IGA

True commitment or fair-weather fandom: which AFL teams have the most engaged supporters?

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 23-Mar-17

A Roy Morgan Single Source survey has found that just over 6.2 million Australians aged 14+ (or 31.5% of the population) reported that they "almost always or occasionally" watched regular season AFL on TV in the year to December 2016. Fans of the North Melbourne Kangaroos (77.5%) and Port Adelaide Power (77.1%) are most likely to watch regular-season matches on TV, while supporters of the Brisbane Lions (46.9%) and Sydney Swans (52.9%) are least likely to do so. Meanwhile, supporters of the Melbourne Demons (48.7%) are far more likely than other teams’ fans to go to an AFL match.

CORPORATES
ROY MORGAN RESEARCH LIMITED, AUSTRALIAN FOOTBALL LEAGUE, NORTH MELBOURNE FOOTBALL CLUB LIMITED, PORT ADELAIDE FOOTBALL CLUB, BRISBANE LIONS FOOTBALL CLUB, SYDNEY SWANS FOOTBALL CLUB, MELBOURNE FOOTBALL CLUB, HAWTHORN FOOTBALL CLUB, WESTERN BULLDOGS FOOTBALL CLUB

1 in 4 new car buyers watch the Formula 1

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 22-Mar-17

A Roy Morgan Single Source survey has found that 13 per cent of Australians aged 14+ (2.65 million people) reported "almost always" or "occasionally" watching Formula 1 car racing on TV in the 12 months to December 2016. However, this rises to 24 per cent among Australians who intend to buy a new car this year. The survey also shows that 48 per cent of F1 viewers regard themselves as "a bit of a car enthusiast", and 37 per cent "would like a car that handles like a racing car". The levels of agreement with these automotive attitudes are more than twice as high among F1 viewers than the average Australian. Meanwhile, F1 viewers are around twice as likely as the average new car buyer to have Audi (106 per cent more likely) or Holden Special Vehicle (+97 per cent) on their shortlist of makes. They are also much more inclined to be considering a Jeep (68 per cent more likely than average), Mercedes-Benz (+49 per cent) or BMW (+47 per cent).

CORPORATES
ROY MORGAN RESEARCH LIMITED, AUDI AG, HOLDEN SPECIAL VEHICLES, JEEP, MERCEDES-BENZ AG, BMW AG, SKODA AUTOMOBILOVA AS, MITSUBISHI MOTORS CORPORATION, LEXUS, VOLKSWAGEN AG, LAND ROVER, TESLA MOTORS INCORPORATED

The Australian alcohol retail market in review

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 21-Mar-17

The latest Alcohol Retail Currency report from Roy Morgan Research shows that Australians spent $14.5 billion on alcohol they purchased from a liquor retailer (as opposed to a bar or other licensed venue) in 2016. Dan Murphy’s accounted for nearly 30% of the total dollars (or $4.3 billion) spent on alcohol (up from 25.4% in 2015). Woolworths’ two other alcohol retailers, Woolworths Liquor and BWS, saw their market share shrink, but the three Woolworths-owned retailers had a total dollar market share of 49.2% ($7.1 billion). First Choice was the best of the Coles-owned liquor retailers, growing its market share from 4.5% to 5.0% ($0.7 billion) over the last year, while ALDI Liquor increased its share to 3.5% (or $0.5 billion) from 2.4% year-on-year. Proportionally speaking, supermarket-owned chains now account for 72.3% of the total market share (up on 69.1% in 2015), with other alcohol retailers trending either downwards or steady.

CORPORATES
ROY MORGAN RESEARCH LIMITED, DAN MURPHY’S, WOOLWORTHS LIQUOR, BWS – BEER WINE SPIRITS, WOOLWORTHS LIMITED – ASX WOW, FIRST CHOICE LIQUOR SUPERSTORE, COLES GROUP LIMITED, ALDI LIQUOR, ALDI STORES SUPERMARKETS PTY LTD, LIQUORLAND (AUSTRALIA) PTY LTD, THIRSTY CAMEL PTY LTD, CELLARBRATIONS, VINTAGE CELLARS (AUSTRALIA) PTY LTD

What a difference a decade makes: our changing culinary habits and attitudes

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 16-Mar-17

A Roy Morgan Single Source survey has found that 58.9% of Australians aged 14+ visited a cafe for coffee or tea at least once in an average three months in the year to December 2016. This compares with 51.1% in the year to December 2006. The survey also shows that the number of Australians who visit a cafe for a snack or meal at least once per quarter has risen from 40.8% to 48.2% over this period. Likewise, the number of Australians who go to a pub for a meal has risen from 38.8% to 44.5%, while dining at licensed restaurants has increased from 50.6% to 54.7%.

CORPORATES
ROY MORGAN RESEARCH LIMITED

New legislation banning sale of animal-tested cosmetics and skincare in line with public sentiment

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 9-Mar-17

A Roy Morgan Single Source survey has found that in the year to December 2016, 46% of Australian women aged 14+ who use cosmetics nominated "Not tested on animals" as a feature that is important to them when purchasing make-up. This compares with 41% in the year to December 2012. Concern about animal testing is also becoming more widespread among Australian women when buying skincare products. The proportion of women who agree that it is important for the skincare products they purchase to be cruelty-free has risen from 39% to 44% per cent since 2012.

CORPORATES
ROY MORGAN RESEARCH LIMITED

Will Netflix, Spotify and Foxtel take off on Qantas?

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 6-Mar-17

A Roy Morgan Single Source survey has found that of the 22% of Australians aged 14+ who take at least one domestic flight with Qantas during the year, 87% own a smartphone and 76% own a tablet computer – both above the national ownership rates of 80% and 65% respectively. However, while these millions of passengers will likely be carrying a compatible device on board, only 60% currently use any of Qantas’s three new in-flight entertainment providers: Foxtel, Netflix and Spotify. Some 33% of Qantas domestic flyers watched Foxtel in the last four weeks, including its streaming options Go and Play, while 32% watched Netflix and 22% listened to Spotify.

CORPORATES
ROY MORGAN RESEARCH LIMITED, QANTAS AIRWAYS LIMITED – ASX QAN, FOXTEL MANAGEMENT PTY LTD, NETFLIX INCORPORATED, SPOTIFY LIMITED

Kids now spend more time online than watching TV

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Feb-17

Roy Morgan’s Young Australians Survey has found that Australians aged 6-13 spent an average of almost 12 hours a week using the internet in 2016, almost double the six-and-a-bit hours a week kids spent online in 2008. Including all internet use at home, school or elsewhere, the time spent online has risen consistently over the period, increasing by an average 42 minutes each year. In contrast, the average Australian youngster spent 10.5 hours a week watching TV in 2016, down from over 14.5 hours a week in 2008. However, almost 30 per cent of kids’ internet usage is done outside the home. At home, kids spend almost eight and a half hours a week using the internet – still around two hours less than they spend watching TV.

CORPORATES
ROY MORGAN RESEARCH LIMITED

Pie Face, pies and football

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 7-Feb-17

A Roy Morgan Single Source survey has found that the number of Australians aged 14+ who like eating pies (and pasties) has grown from 8.1 million (42.6%) to almost 9.4 million people (47.5%) since 2013. The survey, which was carried out in the year to September 2016, also shows that 51.0% of Australians who live in rural areas are partial to pies/pasties, compared with 45.6% of city dwellers. Analysis by gender shows that men comprise 57.4% of pie fans, while 56.4% of AFL supporters and 55.5% of NRL supporters like eating pies/pasties.

CORPORATES
ROY MORGAN RESEARCH LIMITED, AUSTRALIAN FOOTBALL LEAGUE, NATIONAL RUGBY LEAGUE, THE A LEAGUE PTY LTD, PIE FACE PTY LTD

Overall holiday intention down (but not everyone’s staying put)

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 31-Jan-17

The latest findings from the Roy Morgan Holiday Tracking Survey show that the proportion of Australians planning to take a holiday slipped from 73% to its lowest point in almost three years (69%) in the 12 months to September 2016. The recent downturn appears to have been driven primarily by declining domestic holiday intention. In the September 2015 quarter, 73% of the population had a holiday in the pipeline, with 58% reporting that they were planning a holiday in Australia in the coming 12 months. As of the September 2016 quarter, total holiday intention had dropped to 69%, and domestic intention was at 55%. In contrast, overseas holiday intention is the same as it was a year ago (11%). Analysis using Roy Morgan’s consumer-profiling tool Helix Personas shows that educated, high-earning "Humanitarians" and the slightly younger, socially aware (but no less well paid) "New School Cool" Personas have the strongest overall holiday intention (at 87% apiece).

CORPORATES
ROY MORGAN RESEARCH LIMITED