CONSUMER BEHAVIOR – AUSTRALIA

Babymooners or just expecting parents on holiday?

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

A Roy Morgan Single Source survey, which was carried out in the year to March 2016, has found that 54.7 per cent of Australians aged 14+ intend to take their next holiday within the next five months, with an average planned trip length of six nights. In contrast, 42 per cent of expecting parents are planning their next trip within this time, with an average planned holiday length of three nights. However, just over a quarter of expecting parents plan to take a holiday in the next 6-12 months (compared with a national average of 17.4 per cent), while 12.1 per cent intend to do so in the next one-to-two years (compared with the national average of 5.1 per cent).

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ROY MORGAN RESEARCH LIMITED

The Pokemon phenomenon: Australian 13 (and 30) year-olds becoming seven again

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

A Roy Morgan Young Australians Survey has found that 21 per cent of Australians aged 6-13 thought Pokemon was cool in 2015, a rate that has been fairly consistent over the past eight year. Pokemon’s popularity peaked among the youngest respondents, with the Japanese gaming and entertainment franchise considered cool by 27 per cent of six year-olds and 30 per cent of seven year-olds. Its appeal declined to 24 per cent of eight and nine year-olds, 21 per cent of 10 year-olds, 18 per cent of 11 year-olds and just 13 per cent of kids aged 12 to 13. However, with the release of Pokemon GO – a GPS-based augmented reality app – our continuing research over the rest of 2016 may well show that these older Australian kids (and their parents) could consider Pokemon cool again.

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ROY MORGAN RESEARCH LIMITED

Baileys and beyond: Australia’s liqueur drinkers

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Jul-16

A Roy Morgan Single Source survey has found that eight per cent of Australians aged 18+ (or 1.5 million people) drink at least one liqueur in any given four weeks. The survey also shows that 574,000 Australian adults enjoyed at least one Baileys Irish Cream in the year to March 2016, ahead of Kahlua (165,000), Jagermeister (123,000) and Midori (121,000). Meanwhile, 716,000 Australian men and 767,000 women drink liqueurs in any given four weeks. Brands with a much higher proportion of female drinkers include Baileys Irish Cream, Kahlua, Frangelico and Tia Maria, while liqueurs that are more popular with men than women include Jagermeister and Sambuca (Galliano).

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ROY MORGAN RESEARCH LIMITED, BAILEYS IRISH CREAM, KAHLUA, JAGERMEISTER, MIDORI, FRANGELICO, TIA MARIA, SAMBUCA, COINTREAU

Does anyone even notice shopping trolley ads and supermarket-docket specials anymore?

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 14-Jul-16

A Roy Morgan Single Source survey has found that 10.8 per cent of Australians aged 14+ (or just over 2.1 million people) agree that "I usually notice the advertisements on shopping trolleys when I go grocery shopping". The survey, which was carried out in the year to March 2016, also shows that 22.0 per cent (4.3 million people) reported that "I often take advantage of the special offers on the back of my supermarket shopping docket". Meanwhile, 18.8 per cent of Australians aged 25-34 usually notice shopping-trolley advertising, compared with just 5.7 per cent of those aged 65+.

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ROY MORGAN RESEARCH LIMITED

Aussie men facing up to skincare

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 14-Jul-16

A Roy Morgan Single Source survey has found that 3.7 million Australian men aged 14+ purchased at least one skincare product in any given six months during the year to March 2016. While this equates to a much lower proportion (37.9 per cent) than women (83.7 per cent) who bought skincare products in the same period, it is still a sizeable market. The survey also shows that 26.8 per cent of Australian men purchase hand-and-body lotion in an average six months, ahead of facial moisturiser (21.5 per cent) and facial cleanser (17.8 per cent). Meanwhile, Nivea (17.9 per cent) is the most popular brand among Australian men, followed by L’Oreal (5.8 per cent) and Olay (5.0 per cent).

CORPORATES
ROY MORGAN RESEARCH LIMITED, NIVEA, L’OREAL AUSTRALIA PTY LTD, OLAY

Google has just pipped Microsoft to be Australia’s top email service provider

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

A Roy Morgan Single Source survey has found that 37.9 per cent of Australians aged 14+ (7,427,000 people) used Gmail in an average four weeks during the year to March 2016. Meanwhile, 37.6 per cent (7,362,000 people) used a Microsoft email account during the period. Google-owned Gmail has gained an additional 3.5 million users in Australia since 2012, while Microsoft (Hotmail/Live/Outlook.com) has gained 1.1 million users. Telstra’s BigPond Email and Yahoo!7 Mail boast 2,912,000 and 2,156,000 Australian users respectively.

CORPORATES
ROY MORGAN RESEARCH LIMITED, GOOGLE INCORPORATED, MICROSOFT CORPORATION, TELSTRA CORPORATION LIMITED – ASX TLS, TELSTRA BIG POND, YAHOO!7 COMMUNICATIONS AUSTRALIA PTY LTD

Same same but different: the holiday habits of Millennials

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 8-Jul-16

A Roy Morgan Single Source survey has found that between April 2015 and March 2016, 69 per cent of Millennials (aged 18-34) reported taking at least one holiday in the preceding 12 months, compared with 70.7 per cent of Australians aged 35+. The survey also shows that 16.4 per cent of Millennials took their last holiday overseas, compared with just 12.6 per cent of non-Millennial. Meanwhile, 56.3 per cent of non-Millennials took their last holiday within Australia, compared with 51.2 per cent of Millennials.

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ROY MORGAN RESEARCH LIMITED

Soy drinks: dairy alternative or health elixir?

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

A Roy Morgan Single Source survey has found that 5.7 per cent of Australians aged 14+ (or just over 1.1 million people) reported consuming at least one soy drink in any given seven-day period during the year to March 2016. This compares with 5.3 per cent in the year to March 2012. Meanwhile, the proportion of Australians who consume energy drinks has fallen from 6.6 per cent to 5.6 per cent over this period, and consumption of sports drinks has fallen from 6.0 per cent to 5.6 per cent. The survey also shows that 31.3 per cent of Australians who consume soy drinks in an average seven days also drink regular fresh white milk in that time.

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ROY MORGAN RESEARCH LIMITED

Realestate.com.au still leads with 4.5m visitors vs 3.2m going to Domain – but 2.2m Australians use both

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

A Roy Morgan Single Source survey has found that 28 per cent of Australians aged 14+ (or 5.5 million people) used the website or app of Domain or Realestate.com.au in an average four weeks during the year to March 2016. About 4.5 million visited Realestate.com.au via website or app and 3.2 million visited Domain, while almost 2.2 million (11 per cent) accessed both property sites. The survey also shows that the Realestate.com.au website gets 4.3 million unique visitors in an average four weeks, ahead of almost 3.1 million for Domain. Meanwhile, a combined 1.5 million Australians use the app for either or both, including 1.2 million tapping into Realestate.com.au and 700,000 into Domain on their mobiles or tablets.

CORPORATES
ROY MORGAN RESEARCH LIMITED, REALESTATE.COM.AU, DOMAIN.COM.AU, NEWS CORP AUSTRALIA PTY LTD, FAIRFAX MEDIA LIMITED – ASX FXJ

Runaway success: Australia’s jogging boom

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

A Roy Morgan Single Source survey has found that 23.2 per cent of Australians aged 14+ went jogging on a regular or occasional basis in the year to March 2016, compared with 14 per cent in the year to March 2006. Jogging was the fastest-growing sport/exercise in Australia over the last 10 years, ahead of hiking/bushwalking, cycling and yoga. Men’s overall participation has increased from 16.4 per cent to 24.2 per cent, while the proportion of women joggers has almost doubled from 11.6 per cent to 22.2 per cent. The survey also shows that while jogging participation peaks among the 14-24 year-old age bracket, older age brackets have shown the biggest change – particularly among women.

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ROY MORGAN RESEARCH LIMITED