CONSUMER BEHAVIOR – AUSTRALIA

Shoppers switching to cheaper brands as cost of living hits

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Original article by Matt Bell
The Australian – Page: 15 : 24-Oct-23

Research by Emarsys shows that the cost-of-living crisis has prompted 63 per cent of Australian consumers to buy cheaper brands, compared with 49 per cent of consumers globally. Emarsys CEO Joanna Milliken says consumers have become more focused on saving money rather than factors such as brand loyalty or sustainability. Milliken suggests that many consumers are likely to switch permanently to cheaper brands. Emarsys is an omnichannel subidiary of software group SAP; its survey comprised 2,000 consumers in Australia and 10,000 globally.

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EMARSYS, SAP AG

A staggering number of people believe they can justify shoplifting

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Original article by Ash Cant
The New Daily – Page: Online : 27-Sep-23

Research from Monash University shows that many Australians believe that shoplifting is acceptable due to the cost-of-living crisis. Some 28 per cent of respondents are of the view that it is fine to take an item from a store without paying for it. However, 93 per cent of consumers aged 55+ said that shoplifting is not at all justifiable, compared with just 47 per cent of those aged 18-34. Meanwhile, 30 per cent of respondents believe it is fine to change the price tags on products. Major supermarket chains have ramped up their anti-theft measures in response to a spike in shoplifting.

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MONASH UNIVERSITY

Halloween hits sweet spot with Aussies – $490 million boost predicted

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Original article by
Australian Retailers Association – Page: Online : 26-Sep-23

Research from the Australian Retailers Association in collaboration with Roy Morgan shows that more than 5.3 million Australians will celebrate Halloween in 2023, an increase of 300,000 year-on-year. Those celebrating Halloween plan to do so in a variety of ways, such as attending or hosting a Halloween-themed party, decorating their homes, getting dressed up and going out, or staying home and welcoming trick or treaters. Total spending on Halloween is forecast to reach $490m, up 14 per cent on 2022; average spending per person is forecast to rise 8.1% to $93. ARA CEO Paul Zahra says the increased spend this year in the face of cost-of-living pressures demonstrates the growing popularity of Halloween in Australia, particularly for adults.

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AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED

One-in-seven Australians (3.1 million) live in a house with a swimming pool or spa

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

New research from Roy Morgan shows that more than 3.1 million Australians (14%) now live in a house with a swimming pool or spa; this is up slightly from 13% when Roy Morgan last looked at the prevalence of swimming pools and spas around Australia in late 2018. The research, which was undertaken in the three months to March 2023, shows that 19% of Brisbane residents live in a house with a swimming pool or spa, compared with 17% of Perth residents and 16% of Sydney residents. Swimming pool ownership is below the national average in other capital cities. Adelaide is just below the national average on 13% while only 11% of Canberra residents and 9% of Melbourne residents live in a house with a swimming pool or spa. People in regional Queensland have the highest level of swimming pool or spa ownership, at 24%.

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ROY MORGAN LIMITED

Public transport use increases in March quarter 2023 – but frequency of use is over 20% lower than pre-pandemic

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Original article by Roy Morgan
Market Research Update – Page: Online : 26-Jul-23

New research from Roy Morgan shows that 11.87 million Australians aged 14+ (54.6%) used public transport at least once during the March 2023 quarter. This is more than 2.9 million (+32.4%) higher than the March 2022 quarter, and an increase of almost 5 million from the September 2020 quarter when only 6.88 million Australians (32.6%) were using public transport at least once in that quarter. However, although the overall number of Australians using public transport at least once in the March 2023 quarter is approaching pre-pandemic levels, the frequency of public transport use is still well below the level in 2019. For bus travellers, their frequency of use is over 20% lower than pre-pandemic while for train travellers their frequency of use is over 25% lower than pre-pandemic. The March 2023 quarter was the first since the COVID-19 pandemic began in early 2020 during which all major COVID-related restrictions had been removed. This data comes from Roy Morgan Single Source, Australia’s most comprehensive consumer survey, derived from in-depth interviews with over 60,000 Australians each year.

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ROY MORGAN LIMITED

Walking, swimming and gym training are the most popular sports and activities Australians do regularly

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Original article by Roy Morgan
Market Research Update – Page: Online : 19-Jul-23

The latest National Sports Participation report from Roy Morgan shows that 53.9% of Australians aged 14+ regularly go walking for exercise. This is a significant increase of 5.4ppts, or around 1.6 million participants, since 2019. Going to the gym/weight training is Australia’s second most popular sporting activity, with 4 million Australian adults regularly participating. Jogging is the third most popular activity, with almost 2.3 million Australians aged 14+ regularly participating, ahead of swimming on 1.7 million, yoga on 1.3 million, hiking/bushwalking on almost 1.2 million and cycling on 1.15 million. Meanwhile, young Australians are far more involved in sports, with over two-fifths of kids aged six to 13 swimming (41.6% – 1.1 million) and around a third playing soccer (33.4% – 907,000).

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ROY MORGAN LIMITED

Women drive rapid increase in cinema attendance over the last year – even before the release of Barbie

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Original article by Roy Morgan
Market Research Update – Page: Online : 19-Jul-23

New research from Roy Morgan shows that over 11.6 million Australians aged 14+ visited a cinema in the year to March 2023, up by over 2.7 million (+11%) on a year earlier when there were still many pandemic-era restrictions. More than 6.1 million women attended the cinema in the last year, an increase of over 1.7 million (+39%) on a year earlier. There has also been a large increase for men, up more than 1 million (+23%) to 5.5 million. Meanwhile, more than 3.4 million members of Generation Z attended the cinema in the last year, up almost 600,000 (+21%) from a year earlier. Close behind are Millennials of whom just over 3.1 million attended the cinema in the last year, up more than 650,000 (+27%). The older generations also comprise sizeable cinema audiences, with 2.4 million in Generation X and 1.9 million Baby Boomers attending the cinema in the last year. Looking in detail at who is driving the increase in cinema attendance across the population, we can see that high-value premium consumers are more likely to go to the cinema than anyone else.

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ROY MORGAN LIMITED

Aussies spending $600m less online than a year ago

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Original article by David Swan
The Australian – Page: 15 : 12-Jul-23

Data from Airwallex shows that factors such as cost-of-living pressures and interest rates rises are prompting Australian consumers to shop online less frequently. The company estimates that online spending fell by 1.82 per cent nationwide in the year to June; this equates to a downturn of $523.3m, or $587 per adult. Amelia Hamer of Airwallex says Australians are holding back on their discretionary spending across the digital economy; however, she notes that "bright spots" include the technology, education and travel sectors

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AIRWALLEX PTY LTD

Australian alcohol consumption is higher than it was pre-pandemic driven by increases for wine and RTDs

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Original article by Roy Morgan
Market Research Update – Page: Online : 28-Jun-23

New data from Roy Morgan’s Alcohol Consumption Report shows that a total of 13,709,000 Australians (67.6%) aged 18+ consumed alcohol in an average four-week period in the year to March 2023, compared to 13,073,000 (66.3%) in the year to March 2020. The most popular alcohol is wine, which has stretched its lead during the pandemic; the number of Australians drinking wine has increased from 8,096,000 (41.0%) pre-pandemic to 8,898,000 (43.9%) in the 12 months to March 2023. Meanwhile, 5,573,000 (27.5%) Australians now drink spirits, down slightly from 5,671,000 (28.7%) pre-pandemic. However, 6,537,000 (32.2%) Australians now consume beer, down significantly from the 7,413,000 (37.6%) who did so in the 12 months to March 2020 just before the pandemic struck. The standout alcoholic beverages over the course of the pandemic have been ‘Ready-to-drink’ (RTDs) for which consumption has increased from 2,138,000 Australians (10.8%) pre-pandemic to 4,208,000 (20.8%). These findings are from the Roy Morgan Single Source survey, Australia’s most trusted and comprehensive consumer survey, derived from in-depth interviews with over 60,000 Australians each year.

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ROY MORGAN LIMITED

Close to four million Australians now downloading podcasts

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Original article by Roy Morgan
Market Research Update – Page: Online : 28-Jun-23

New data from Roy Morgan shows that podcasts are increasingly popular, with over 3.9 million Australians now downloading audio or video podcasts in an average four weeks, up a massive 456,000 (+13.1%) from a year ago. This equates to almost one-in-five Australians (18.3%), up by 1.9% points from a year ago. Mobile phones and tablets are clearly the leading way to download podcasts, used by 3.2 million Australians (15.2%), while around 1.1 million (5.2%) download podcasts via their computer (2.1% use both). Analysis by gender shows little difference, with 1,983,000 men (18.8% of men) downloading podcasts compared to 1,952,000 women (17.9% of women) – both up more than 200,000 on a year ago. Meanwhile, Generation Z (born from 1991-2005) has overtaken the slightly older Millennials (born from 1976-1990) as the largest downloaders of podcasts over the last year. These are the latest results from Roy Morgan Single Source, derived from in-depth online and telephone interviews with around 5,000 Australians each month and over 60,000 each year.

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ROY MORGAN LIMITED