CONSUMER BEHAVIOR – AUSTRALIA

Australia’s most popular travel agents and the holiday-goers more (or less) likely to use them

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 24-Aug-16

A Roy Morgan Single Source survey has found that just over 13.7 million Australians aged 14+ took at least one holiday in the year to June 2016. Some 7.3 million (52.8 per cent) reported using a travel agent or tour operator for at least one of the trips they took – more than double the number (3.2 million) that did not use one at all. The survey also shows that 12.6 per cent of Australian holiday-goers used Flight Centre for at least one trip, ahead of online accommodation service Booking.com (11.4 per cent), Wotif.com (6.8 per cent), Webjet (6.1 per cent) and Airbnb (5.5 per cent). Analysis using Roy Morgan Research’s Helix Personas consumer profiling tool shows that members of the Social Flyers community are most likely to have booked their holiday via Flight Centre (22.5 per cent), while Rural Traditionalists (4.0 per cent) are least likely to have used Flight Centre.

CORPORATES
ROY MORGAN RESEARCH LIMITED, FLIGHT CENTRE TRAVEL GROUP LIMITED – ASX FLT, BOOKING.COM (AUSTRALIA) PTY LTD, WOTIF.COM HOLDINGS LIMITED, WEBJET LIMITED – ASX WEB, AIRBNB AUSTRALIA PTY LTD

9 in 10 Aussie teens now have a mobile (and most are already on to their second or subsequent handset)

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 23-Aug-16

A Roy Morgan Single Source survey has found that 91 per cent of Australian teens aged 14-17 (or just over one million) have a mobile phone. The survey, which was carried out in the year to June 2016, also shows that 94 per cent of teens who are mobile phone owners have a smartphone, while 75 per cent are already on to their second or subsequent handset. Meawhile, 78 per cent of mobile-owning teens say someone else pays for all or most of their usage charges, and 62 per cent got their current mobile handset brand new. Some 65 per cent are using prepaid and 35 per cent are on a postpaid plan – almost the exact reverse of the ratio in the general population.

CORPORATES
ROY MORGAN RESEARCH LIMITED, APPLE INCORPORATED, SAMSUNG ELECTRONICS COMPANY LIMITED, TELSTRA CORPORATION LIMITED – ASX TLS, SINGTEL OPTUS PTY LTD, VODAFONE AUSTRALIA LIMITED, VIRGIN MOBILE (AUSTRALIA) PTY LTD, AMAYSIM AUSTRALIA LIMITED – ASX AYS, TPG TELECOM LIMITED – ASX TPM, ALDIMOBILE, BOOST MOBILE

No half-measures for Aussie chocolate lovers

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

A Roy Morgan Single Source survey has found that 17.4 per cent of Australians aged 14+ consumed at least one Cadbury 50g chocolate bar in an average four-week period in the year to March 2016, well ahead of Kit Kat (12.8 per cent), Cadbury-owned Cherry Ripe (11.8 per cent), Mars Bar (9.3 per cent) and Snickers (6.7 per cent). In total, 52.8 per cent of Australians consume at least one chocolate bar in an average four-week period, while 55.8 per cent of chocolate-bar eaters also eat block chocolate, well above the national average of 42.8 per cent. Meanwhile, 25.7 per cent of chocolate-bar eaters also consume boxed chocolates, compared with the population average of 18.6 per cent.

CORPORATES
ROY MORGAN RESEARCH LIMITED, CADBURY AUSTRALIA LIMITED, NESTLE AUSTRALIA LIMITED, MARS AUSTRALIA PTY LTD

Three million Australians active in the blogosphere

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 18-Aug-16

A Roy Morgan Single Source survey has found that 15 per cent of Australians aged 14+ (3,024,000 people) read or added comment to blogs or forums, or managed a blog themselves in an average four-week period during the year to June 2016. The survey also shows that 1,713,000 Australians read or added comment to someone else’s online journal or blog, 1,226,000 viewed or contributed to online forums, and 480,000 created or managed an online journal or blog themselves. Meanwhile, almost 1.1 million Australians read or add comment to an online newspaper blog in an average four weeks, with "The Saturday Paper" and "The Mercury" having the highest level of engagement (26 per cent and 24 per cent of visitors respectively).

CORPORATES
ROY MORGAN RESEARCH LIMITED

Magazine Audience Accumulation now in ASTEROID

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 18-Aug-16

Magazine Audience Accumulation, now in ASTEROID, gives agencies and their advertisers the ability to plan smarter investments in magazines. Applying the insights into how magazine audiences grow – or accumulate over time – provides the evidence to put "magazines first" as part of a multi-media campaign. Roy Morgan Research has long measured and reported the readership of magazines, delivering the final tally of how many Australians read an average issue over its life. Now planners are able to understand how magazine audiences accumulate as subscribers and purchasers read a magazine, and pass it on to others, who pass it on again. From 23 August 2016, media planners will be able to hit specific reach targets by week using the new flighting ability in ASTEROID, Roy Morgan’s industry-standard media planning software, which is relied upon by the majority of Australian agencies.

CORPORATES
ROY MORGAN RESEARCH LIMITED, MAGAZINE NETWORKS, BAUER MEDIA AUSTRALIA PTY LTD, PACIFIC MAGAZINES PTY LTD

Streaming taking its toll on online music purchases

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

A Roy Morgan Single Source survey has found that just 4.6 per cent of Australians aged 14+ paid to download music and 1.1 per cent purchased CDs online in any given four-week period in the year to March 2016. This compares with 6.1 per cent and 2.1 per cent respectively in the year to March 2012. Meanwhile, the proportion of Australians who stream music online in an average four weeks has risen from 10.3 per cent in 2012 to 19.7 per cent in 2016. Likewise, the proportion of Australians using streaming radio has risen from 6.1 per cent to 9.6 per cent.

CORPORATES
ROY MORGAN RESEARCH LIMITED

The slow but steady rise of vegetarianism in Australia

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

A Roy Morgan Single Source survey has found that the diet of 11.2 per cent of Australian adults (almost 2.1 million people) was all or almost all vegetarian in the year to March 2016. This compares with 9.7 per cent (1.7 million people) in the year to March 2012. The shift towards vegetarianism has been most striking in New South Wales; 12.4 per cent of people living in the state agree that "The food I eat is all, or almost all, vegetarian", up from 9.5 per cent in 2012. Tasmania has the highest proportion of residents who eat little or no meat (12.7 per cent, up from 12.2 per cent in 2012), while Queensland (9.2 per cent, up from 8.3 per cent) retains the distinction of being the state least inclined towards vegetarianism.

CORPORATES
ROY MORGAN RESEARCH LIMITED

Over half of Australians listen to breakfast radio

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

A Roy Morgan Single Source survey has found that 86 per cent of Australians aged 14+ (nearly 17 million people) listen to radio during the week. The survey, which was carried out in the year to March 2016, also shows that the total national radio audience in an average week is 16,861,000. Across the week, the Breakfast time slot reaches a net 10,402,000 listeners (53 per cent), ahead of Drive-Time (8,211,000, 42 per cent), Morning (7,780,000, 40 per cent) and Afternoon (6,621,000, 34 per cent). More than seven in 10 radio listeners tune in during multiple different time slots in a seven-day period: 38 per cent listen at two different time slots and 31 per cent listen during three or more different time slots.

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ROY MORGAN RESEARCH LIMITED

Millennials lead the way in social media news era

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Original article by Max Mason
The Australian Financial Review – Page: 29 : 15-Aug-16

A survey by Deloitte has found that TV is the main source of news for 36 per cent of Australians, followed by social media (18 per cent). In contrast, 31 per cent of respondents aged 14-26 and 25 per cent of those aged 27-32 identified social media as their primary source of news, but just six per cent of baby-boomers use social media as their primary source of news. The 2016 Media Consumer Survey also shows that the number of respondents with access to Netflix, Stan and Presto has risen from 12 per cent in 2015 to 22 per cent.

CORPORATES
DELOITTE TOUCHE TOHMATSU LIMITED, NETFLIX INCORPORATED, STAN ENTERTAINMENT PTY LTD, PRESTO ENTERTAINMENT PTY LTD, SEVEN WEST MEDIA LIMITED – ASX SWM, FACEBOOK INCORPORATED, TWITTER INCORPORATED, SNAPCHAT INCORPORATED

Australia’s 7,853,418 Olympians

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

A Roy Morgan Single Source survey has found that 5,590,000 Australians aged 14+ (29 per cent) are regular participants in sports played in the 2016 Olympic Games, as are 2,263,000 children aged 6-13 (91 per cent). Swimming is the most common Olympic sport done regularly by Australians in both age groups: just over two million aged 14+ and 1.2 million aged 6-13. Among adults, other Olympic sports with high numbers of regular participants include Cycling (1,568,000), Golf (632,000), Soccer (561,000), Tennis (484,000) and Marathons/Running (380,000). Among kids, participation is highest in Soccer (1,216,000), Bicycling (909,000), Athletics/Track and field (812,000) and Basketball (781,000).

CORPORATES
ROY MORGAN RESEARCH LIMITED