MARKETING RESEARCH – AUSTRALIA

2.5 million Young Australians aged 6-13 watch YouTube

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Feb-26

The latest Roy Morgan Young Australian Survey shows that 89% of the 6-13 age group watches YouTube (an estimated 2.5 million people). The leading YouTube video category is Gaming, watched by 1.33 million children aged 6-13 (53% of YouTube watchers in this age group), ahead of 930,000 watching the Animation category (37%), 900,000 watching Comedy (36%), and 850,000 watching the Animals and Music categories (34%). The survey also shows that 67% of boys aged 6-13 watch YouTube, compared with 39% of girls. Boys are also far more likely to watch the Sports category (36% cf. 17%). In contrast, girls show a strong preference over boys for categories such as Animals, Music, Fashion, Unboxing, DIY and Cooking. This research is part of an ongoing programme of research into Young Australian life experiences, preferences, priorities and opinions. This programme has been operating since the early 2000s, with the latest data collection on YouTube between April and December 2025, with a nationwide sample of 1,129 Young Australians aged 6-13

CORPORATES
ROY MORGAN LIMITED, YOUTUBE INCORPORATED

Super fund satisfaction rises to new record highs driven by record highs for Retail Funds and Industry Funds

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Original article by Roy Morgan
Market Research Update – Page: Online : 4-Feb-26

New data from Roy Morgan’s Superannuation Satisfaction Report shows an overall super fund satisfaction with financial performance rating of 78.8% in December 2025. This is an increase of 10.4% points from a year ago and up 13.8% points from the post-pandemic low of 65.0% in July 2023. Superannuation satisfaction is now 19.2% points above the long-term average of 59.6% since 2007. There has been significant improvement across all four categories of super funds over the last year; the largest increase is for Retail Funds, with customer satisfaction up 10.5% points to a new record high of 75.6%. Customer satisfaction for Industry Funds has risen by 9.6% points to 78.9% in the last year, which is also a record high. Customer satisfaction with Public Sector Funds is up 9.8% points to 83.6%, and now clearly the highest of any of the four categories, while customer satisfaction with Self-Managed Funds is up 3.1% points to 80.4%. The report’s findings are from Roy Morgan Single Source, Australia’s most trusted consumer survey, compiled by in-depth interviews with over 60,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

It’s official: Social media is ubiquitous among 14-15 year old Australians

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Original article by Roy Morgan
Market Research Update – Page: Online : 3-Dec-25

New data from Roy Morgan shows that 624,000 Australian children aged 14 and 15 use at least one social media platform in an average four weeks. The research shows exceptionally high reach across the major platforms, with YouTube (95%), Snapchat (87%), Facebook (81%) and Instagram (78%) the most widely used among the 14-15 age group. Significant proportions also use Reddit (70%), TikTok (59%) and X/Twitter (41%), while Twitch (12%) and Threads (9%) remain more niche platforms. The findings come at a pivotal moment, as legislation which comes into force on 10 December aims to ban or significantly restrict social media access for children under the age of 16. With almost all (99.96%) 14-15-year-olds using at least one platform, the potential impact on young Australians, parents, educators and digital providers will be substantial.

CORPORATES
ROY MORGAN LIMITED, YOUTUBE INCORPORATED, SNAPCHAT INCORPORATED, FACEBOOK, INSTAGRAM LLC, REDDIT, TIKTOK, X CORPORATION, TWITCH, THREADS

Bunnings is Australia’s most trusted brand, banking industry moves into Net Trust and Temu is most distrusted online retailer

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Original article by Roy Morgan
Market Research Update – Page: Online : 3-Dec-25

Bunnings is the most trusted brand in the 12 months to September 2025, making it the eighth consecutive quarterly victory for the hardware retailer stretching back to late 2023. This is according to the latest Roy Morgan Single Source (Australia) Risk Monitor, with the top four places being unchanged for the fourth consecutive quarter, with discount supermarket Aldi in second, discount department store Kmart in third, and technology and consumer products firm Apple in fourth position. The banks improved their trust rankings, now with five of the top 20 most trusted brands, while supermarket chains Woolworths and Coles were Australia’s two most distrusted brands for a fourth straight quarter, and Temu is rated as Australia’s most distrusted online retailer.

CORPORATES
ROY MORGAN LIMITED, BUNNINGS GROUP LIMITED, ALDI STORES SUPERMARKETS PTY LTD, APPLE PTY LTD, WOOLWORTHS GROUP LIMITED – ASX WOW, COLES GROUP LIMITED – ASX COL, TEMU

Australians have 209 million days of annual leave due

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Original article by Roy Morgan
Market Research Update – Page: Online : 19-Nov-25

New data from Roy Morgan shows that more than 9.7 million Australians in paid employment now have a combined 209 million days of annual leave acrued. This is up from 200 million days in September 2023; however, it is down slightly from the record high reached in March 2025 of 216 million days. A further 5.2 million Australians (34.7% of paid workers) have no annual leave due, up slightly from the 5.1 million (36.7%) without any annual leave two years ago. The average number of days of annual leave due per worker has remained virtually unchanged at 14 days over the last four years, but the overall total has increased as the workforce swelled. However, this steady ascent in the post-pandemic period has stalled this year as full-time employment has declined and been replaced by rising part-time employment.

CORPORATES
ROY MORGAN LIMITED

Ownership of Solar Energy Systems is on the rise

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Original article by Roy Morgan
Market Research Update – Page: Online : 19-Nov-25

New data from Roy Morgan shows that 32% of Australian households (more than 3.3 million) now have some form of solar energy system, such as a solar hot water system, a solar heated swimming pool or rooftop solar panels with or without battery systems. These figures include 27% of households with solar panels and 5% with both solar panels and storage batteries. Western Australians are leading the way in solar panel ownership (37%) along with South Australian households (also 37%), followed by Queensland (33%). Households in these States are more likely to have solar panels than an average Australian household. Meawhile, households in South Australia and the Northern Territory (Darwin and Alice Springs) have a higher take-up of solar batteries (9% and 7% of households, respectively) compared to the national average (5%). While ownership of solar power storage batteries is at a much lower rate compared to solar panels, the federal government’s Cheaper Home Batteries Program is set to boost the future take-up of storage batteries nationwide.

CORPORATES
ROY MORGAN LIMITED

Trust in banking and finance industries – including all big four banks – increases significantly over the last 12 months

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Original article by Roy Morgan
Market Research Update – Page: Online : 12-Nov-25

Roy Morgan measures trust and distrust across 27 industries and over 200 key Australian brands on an ongoing basis. A special deep dive into trust and distrust in the banking and finance industry shows a remarkable recovery in levels of trust and a reduction in distrust for the industry over the last 12 months. The Banking industry itself is now the 14th most trusted industry in Australia, up 10 spots from a year ago, lifted higher by rising trust and decreasing distrust in the big four banks. In addition, the Insurance industry is up five spots and is now the 12th most trusted industry. The Payments, Cards and Loans industry is up three places to 7th and the Superannuation and Wealth Management industry is up three positions to 6th overall. These four industries have improved more than any other sectors over the last 12 months.

CORPORATES
ROY MORGAN LIMITED

Australia’s Most Trusted and Distrusted Brands + The Retail Landscape – Webinar Invitation

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Original article by Roy Morgan
Market Research Update – Page: Online : 12-Nov-25

Join Roy Morgan CEO Michele Levine at 11:00am on 28 November to discover Australia’s most Trusted and Distrusted brands; how traditional retail brands are being impacted by Temu, Shein, and AliExpress; how the dramatic shift to low prices is affecting discount department stores like Kmart and Big W; whether Amazon has finally become the digital category killer, impacting Myer, JB Hi-Fi and Harvey Norman; whether Coles and Woolworths are finally showing real signs of reputational recovery; and whether the retail sector seeing a rise in distrust amid all the upheaval. Register now and we will send you a link immediately prior to the start of the webinar.

CORPORATES
ROY MORGAN LIMITED

Over one-in-three Australian credit card holders rely on credit to make ends meet

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Original article by Roy Morgan
Market Research Update – Page: Online : 6-Nov-25

New research from Roy Morgan’s Single Source shows that the median annual personal income of Australian credit card holders is over $20,000 higher than non-credit card holders. Nevertheless, 36% of credit card holders leave part of their credit card debt unpaid at the end of each month; this equates to an estimated 2,440,000 Australians, or 11% of the adult population. Among the 2.44 million Australians who do not pay off their credit card each month, the median amount owed is $1,037. Those with greater ongoing living expenses tend to owe more, with more owed by mortgage payers ($1,342) and renters ($911) than by those owning their home outright ($787). Not only do credit card holders who have greater ongoing living expenses leave larger amounts unpaid on their credit card each month, but they are also more likely to have accessed buy-now, pay-later services in an average four weeks.

CORPORATES
ROY MORGAN LIMITED

Online retailers are leading Australia’s low-price perception shift, with cheap becoming even cheaper

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Original article by Roy Morgan
Market Research Update – Page: Online : 6-Nov-25

Research from Roy Morgan shows that global online retailers are reshaping Australians’ perceptions of value, with "cheap" becoming even cheaper as most traditional discount stores lose their hold on price perception. Kmart and Big W continue to lead on low-price perception, with 58% and 45% of Australians respectively associating these brands with the statement "has low prices". However, over the past five years most traditional discount retailers have seen declines in this measure, while Amazon, Temu and Shein have recorded notable gains. Temu’s "low price" association has risen from 34% to 41% (+7% points) since October 2024, surpassing The Reject Shop. Shein has risen from 23% to 27% (+4% points) during the same period, and is now sitting on par with Bunnings and Target. The Reject Shop’s recent acquisition by Canadian retailer Dollarama is set to inject new competition into this segment. However, Dollarama will be entering a far more competitive environment than The Reject Shop has competed in, with online players now firmly reshaping what Australians perceive as "cheap".

CORPORATES
ROY MORGAN LIMITED, KMART AUSTRALIA LIMITED, BIG W DISCOUNT STORES, AMAZON.COM INCORPORATED, TEMU, SHEIN, THE REJECT SHOP LIMITED, TARGET AUSTRALIA PTY LTD, BUNNINGS GROUP LIMITED, DOLLARAMA