CONSUMER BEHAVIOR – AUSTRALIA

Sky high: Australians’ air travel habits

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 12-Dec-16

Findings from Roy Morgan Research’s latest Air Travel Report reveal that 51.3 per cent of Australians aged 14+ (10.1 million people) travelled by air for business and/or leisure at least once in the 12 months to September 2016, amassing a total of over 31 million air trips. Some 47.7 per cent (9.4 million people) flew for leisure, taking 20.4 million trips in total between them. A total of 7.1 million people travelled within Australia by air for holiday purposes, and 5.3 million flew overseas on at least one occasion for a holiday. Meanwhile, 2.3 million travelled by air at least once for business, with 2.1 million of these people travelling within Australia and 628,000) flying overseas for business at least once.

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ROY MORGAN RESEARCH LIMITED

Australians yet to embrace online grocery shopping

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 7-Dec-16

Roy Morgan Research’s latest State of the Nation Retail Spotlight report revealed that Australian grocery buyers made more than 2.5 trips per week to supermarkets in 2015-16, or 1.95 billion trips for the year. And despite the ever-increasing popularity of online retail, the vast majority of Australians continue to do their grocery shopping in-store rather than online. A Roy Morgan Single Source survey, which was carried out in the year to June 2015, found that 26% of Australians agreed that "I’d consider doing some of my grocery shopping on the Internet in the next 12 months". However, just 3% of grocery buyers did their supermarket shopping online in any given four-week period during the following 12 months. Admittedly, this is an increase on 2011 (when it was 1.4%), but it is unlikely that there will be a mass exodus to online grocery shopping any time soon.

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ROY MORGAN RESEARCH LIMITED, AUSSIE FARMERS DIRECT, COLES SUPERMARKETS AUSTRALIA PTY LTD, WOOLWORTHS LIMITED – ASX WOW, CATCH GROUP PTY LTD, GROCERY RUN, INDO-ASIAN GROCERY STORE

The ‘retailtainment’ effect: Aussies made 90 million more trips to the shops last financial year!

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 5-Dec-16

In the 12 months since Roy Morgan last focused on the retail industry in a State of the Nation report, there have been some striking changes in the way Australians shop, both in terms of their motivations and their behaviour. Perhaps the most surprising of these is the resurgence in retail visitation. The latest retail-themed State of the Nation reveals that Australians made 90 million more trips to bricks-and-mortar stores in the 2015/2016 financial year than they did in the year before that. For several years, Australians have been making fewer visits to retail outlets, as increasing numbers turned to online shopping for its convenience and (often) cheaper prices. But while bricks-and-mortar visitation is still well down on five years ago (by some 100 million trips, despite our growing population), it has shown signs of a turnaround more recently. Over the last financial year, Aussies made a combined 1.43 billion trips to department stores and discount stores, hardware stores and homeware stores, clothing stores, music stores and newsagents: an increase of 90 million trips on the 2014/2015 financial year. This increased customer traffic is at least partly due to the growing ‘retailtainment’ trend, where stores are working to enhance their customers’ shopping experience with an entertainment element – an on-site cafe or an in-store DJ for example – to lure them away from the computer screen and into a physical retail space.

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ROY MORGAN RESEARCH LIMITED

Second wind lifts Netflix over 5.75 million Australians – but not everyone actually watches it

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 2-Dec-16

A Roy Morgan Single Source survey has found that 29 per cent of Australians aged 14+ (5,776,000 people) had a Netflix subscription in November 2016, up from 25 per cent in May. A total of 2,223,000 Australian households now have a Netflix subscription. Meanwhile, more than two in five Netflix subscribers stream less than three hours of its content during an average week, including 26 per cent who watched some Netflix but less than three hours in the last seven days, and another 16 per cent who did not watch any at all. Some 35 per cent of people with a household Netflix subscription spend three to seven hours watching, and 14 per cent spend eight to 14 hours. Less than one in 10 Netflix subscribers (nine per cent) had a real "binge-viewing" week, watching 15 or more hours of content. Although the overall take-up of Netflix now rivals that of Foxtel, those with the Pay TV provider spend around twice as much time watching. The majority of Foxtel subscribers spend at least eight hours a week watching, including over a third who watch for 15 hours or more. Only around one in 20 people with Foxtel haven not watched it at all in the last seven days.

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ROY MORGAN RESEARCH LIMITED, NETFLIX INCORPORATED, FOXTEL MANAGEMENT PTY LTD

The festive spirit(s): not everyone will be drinking beer and sparkly this silly season

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 2-Dec-16

A Roy Morgan Single Source survey has found that 69.6% of Australians aged 18+ consumed alcohol in any given four-week period in the year to September 2016, as they did in 2012. The survey also shows that 44.5% (or almost 8.3 million people) drink wine in an average four weeks, followed by beer (38.5%/over 7.1 million). Spirits are the third-most popular type of liquor, drunk by 26.2% of Australian adults (or nearly five million people). Analysis by gender shows that 31.6% of men and 20.9% of women consume spirits in any given four weeks. However, whisky, bourbon/American whiskey and rum are more popular with men, while vodka and gin are more popular with women. Meanwhile, 37% of Australians aged 18-24 drink spirits in an average four weeks, compared with just 21.4% of those aged 50+.

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ROY MORGAN RESEARCH LIMITED

2016 likely to set a record for car sales – but what’s in store for 2017?

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 1-Dec-16

A Roy Morgan Single Source survey has found that the number of Australians aged 14+ who intend to buy a new car within the next 12 months fell to 563,000 in the three months to October 2016. The recent decline has undone nearly all the steady growth in near-term new car purchase intention throughout the first half of 2016. Total intention to buy a new car within the next four years has also eased from the July peak, although it remains in positive territory year-on-year. There are now 2,264,000 new car buyers in the market.

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ROY MORGAN RESEARCH LIMITED

2016 likely to set a record for car sales – but what’s in store for 2017?

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 1-Dec-16

A Roy Morgan Single Source survey has found that the number of Australians aged 14+ who intend to buy a new car within the next 12 months fell to 563,000 in the three months to October 2016. The recent decline has undone nearly all the steady growth in near-term new car purchase intention throughout the first half of 2016. Total intention to buy a new car within the next four years has also eased from the July peak, although it remains in positive territory year-on-year. There are now 2,264,000 new car buyers in the market.

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ROY MORGAN RESEARCH LIMITED

Australians still spend more time watching TV than using the internet at home

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 30-Nov-16

A Roy Morgan Single Source survey has found that Australians (aged 14+) watch over 18 hours of television a week on average (1,095 minutes), compared with over 19 hours in total using the internet anywhere (1,159 minutes). However, six hours of that internet time (31% of the total) includes time spent online at work, school or elsewhere (361 minutes) – places where TV isn’t often an entertainment option. So to compare apples with apples, the average Australian actually spends almost five hours more watching TV than using the internet when at home (798 minutes). Roy Morgan Research CEO Michele Levine says Australians’ average time spent watching television declined from 2004 to 2012, coinciding with the rapid growth in home internet and arrival of smartphones, tablets and smart TVs. However the time spent watching television has steadied over the last few years, suggesting that we may be approaching a "base" level of habitual TV viewership in the internet age.

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ROY MORGAN RESEARCH LIMITED

Action-packed! Gen Z and the rise of athleisure wear

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 29-Nov-16

A Roy Morgan Single Source survey has found that 8.1% of Australians aged 14+ (1.6 million people) bought men’s and/or women’s sportswear in an average four-week period during the year to September 2016, compared with 7.0% in 2011. The survey also shows that Australians’ annual expenditure on sportwear has risen from $A1.1bn to $A1.5bn over this period. While Generation X accounts for the largest share (31.6%) of total dollars spent on sportswear, this is considerably less than their share in 2011 (35.9%). In contrast, Generation Z’s contribution to Australia’s total annual outlay on sportswear has almost doubled in the same period, from 14.2% to 26.4%. Baby Boomers are the only other generation that have grown their share of the total dollars spent on sportswear (currently, they account for 18.6% of total dollars spent, up slightly on 17.9% in 2011).

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ROY MORGAN RESEARCH LIMITED

What your mobile phone says about you

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 29-Nov-16

A Roy Morgan Single Source survey has found that 79% of Australia’s 16.2 million smartphone owners use either an Apple iPhone or a Samsung handset. The average Apple iPhone owner is 41 years old and earns $54,000 a year – three years younger but with $7,000 more personal income per year than the average Samsung smartphone owner. Some 54% of iPhone owners are women, while 51 per cent of Samsung owners are men. Meanwhile, compared with Apple users, more Samsung owners rent their home, work in sales, clerical or trades roles (or are retired), shop at discount stores, watch commercial television, go to theatre restaurants, play pokies, work on the car, go fishing, or play sports like cricket, lawn bowls, softball or baseball. On the other hand, Apple users are the more likely of the two groups to have a mortgage, work as managers and professionals (or be students), to go to concerts, live theatre, amusement parks and the beach, to listen to commercial radio, and do yoga or pilates.

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ROY MORGAN RESEARCH LIMITED, APPLE INCORPORATED, SAMSUNG ELECTRONICS COMPANY LIMITED