MARKETING RESEARCH – AUSTRALIA

Australians support masks and border closures and are willing to be vaccinated for COVID-19

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Jan-21

A special Roy Morgan survey into Australian attitudes towards COVID-19 conducted on Thursday and Friday shows 72% of Australians say mask wearing should be compulsory, 68% don’t want State borders to be completely open and 77% would be willing to be vaccinated if a new Coronavirus vaccine became publicly available – unchanged from mid-November. Support for compulsory mask wearing is highest in NSW (80%) and Victoria (77%) but at only 53% in South Australia. A large majority of 85% of people in WA don’t want State borders to be completely open today – a higher rate than any other State and in line with the tough border policies of Premier Mark McGowan who faces an election in early March.

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ROY MORGAN LIMITED

New data shows COVID-19’s impact on Australians’ personal finances, including debt and insurance

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Original article by Roy Morgan
Market Research Update – Page: Online : 16-Dec-20

New data from Roy Morgan shows the financial impact COVID-19 has had on Australians. Almost six million Australians (28%) have had their employment negatively impacted by COVID-19 and 51% of them made resulting changes to their personal finances, as did many whose employment was not impacted directly. Throughout September and October, more than 7,000 Australians were surveyed about changes they had experienced in their employment since March and about the impact on their payments of mortgage, rent, insurance, utility bills, credit cards and personal loans. Some 28% of respondents (5.9 million Australians) reported experiencing one or more negative employment changes. Of those who have experienced negative employment changes due to COVID-19, (51.0% reported reducing housing and insurance payments or utility bills, cutting back on debt repayment, and/or making early-release withdrawals from their superannuation. In all, 27.3% of all Australians, including those who did not experience employment changes, made such changes to their finances due to the impact of COVID-19. The single largest financial change was early access to superannuation. The option was taken up by almost 10% of all Australians, and by 18.5% of those who experienced negative employment changes due to COVID-19.

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ROY MORGAN LIMITED

Super fund satisfaction increases in October

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Original article by Roy Morgan
Market Research Update – Page: Online : 9-Dec-20

New data from Roy Morgan’s Superannuation Satisfaction Report shows an overall super fund satisfaction rating of 61.0% in October. This is an increase of 0.6% points from a month ago, but still down 3.1% points on a year ago. The most recent ratings cover the period since May 2020, during which time Australians in financial hardship were able to apply to withdraw two tranches of up to $10,000 of their superannuation. Importantly, the monthly increase in Superannuation Satisfaction is the first month-on-month increase since the COVID-19 pandemic and appears to represent a turning of the corner for the rating after declining during the worst months of the pandemic. The largest increase by sector was for Self-Managed Funds, which increased 1.5% points to a customer satisfaction rating of 65.3%. Public Sector Funds increased their customer satisfaction by 1.3% points to 71.5% and for the fifth month in a row have clearly the highest rating. The customer satisfaction rating of Industry Funds rose by 0.4% points to 62.5% in October, and Retail Funds were up 0.1% to 53.6%. The report’s findings are from Roy Morgan Single Source, Australia’s most trusted consumer survey, compiled by in-depth interviews with over 50,000 Australians each year.

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ROY MORGAN LIMITED

New report into Consumers and COVID-19: from crisis to recovery examines the impact of COVID-19 on rental housing, mortgage providers, energy, telco, insurance, credit markets and more

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Original article by CPRC – Consumer Policy Research Centre
Market Research Update – Page: Online : 20-Nov-20

The Consumer Policy Research Centre (CPRC) has partnered with Roy Morgan Research to conduct monthly surveys measuring the financial impacts and consumer experiences of COVID-19 across essential and important services markets, including housing, energy, telecommunications, credit and insurance. The September Report has just been released which examines consumer concerns about financial wellbeing and dealing with household expenses such as telcos and those of essential services providers. The report explores how renters and mortgagors have been impacted and the steps they’ve taken to manage household expenses across a range of consumer sub-groups who have had to deal with very different impacts from COVID-19. Click through to view a detail report in granular detail on the impact of COVID-19 on Australians.

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CONSUMER POLICY RESEARCH CENTRE, ROY MORGAN LIMITED

2020 Christmas retail sales set to grow 2.8% to $54.3 billion

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Original article by Roy Morgan
Market Research Update – Page: Online : 20-Nov-20

Roy Morgan’s annual Christmas retail sales forecasts conducted in conjunction with the Australian Retailers Association indicate that Australians will spend over $54.3 billion across retail stores during the Christmas trading period. Forecast retail spending this Christmas of over $54.3 billion is an increase of 2.8% from the $52.9 billion of retail expenditure during the 2019 Christmas trading period and is a better than expected forecast than many would have thought possible during the year as Australia dealt with the unprecedented pandemic. Because of the huge impact on spending patterns caused by COVID-19, and the associated lockdowns around Australia, spending across the six categories measured has diverged significantly during 2020. Unsurprisingly, the largest percentage increasing in spending is predicted for the Food category, with pre-Christmas spending forecast to grow by 10% from a year ago to over $23.8 billion. Due to the impact of COVID-19 and the continuing restrictions, Hospitality spending is forecast to be 18.7% down on a year ago at just under $6.1 billion.

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ROY MORGAN LIMITED, AUSTRALIAN RETAILERS ASSOCIATION

News from the Spirit World

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Original article by Roy Morgan
Market Research Update – Page: Online : 4-Nov-20

There are 4.7 million NEO (new economic order) consumers in Australia, characterised by very high discretionary spending coupled with a forward-thinking mindset. This influential group of consumers is driving the consumer-led fast lane of Spirits sales. However, the price of premium Spirits is not the main consideration for these consumers. A distinctive mindset is just as important as money in identifying NEOs and understanding what they love. NEOs look for a complete experience. In Spirits as in their other purchases, they seek a narrative that combines artisanal authenticity with innovation, a product that is premiumised, not commoditised. Data from Roy Morgan Single Source shows that Spirits brands which can deliver this rich experience reap the rewards. By contrast, marketing premiumised Spirits by generation is a wasted effort. Roy Morgan data shows premium gin Bombay Sapphire became highly successful by appealing to the NEO mindset: over the past year, just 26% of Bombay Sapphire drinkers were Millennials, while 84% were NEOs & Aspiring NEOs – of all ages. This story is repeated across other Spirits brands.

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ROY MORGAN LIMITED

Movement in Adelaide CBD closest to pre COVID-19 levels while movement in Melbourne CBD at only 15% of normal

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Original article by Roy Morgan
Market Research Update – Page: Online : 28-Oct-20

A special analysis of movement data in Australia’s Capital City CBDs shows movement levels remain well below those seen earlier in the year in all six State capitals. Movement in the Adelaide CBD in mid-October is closest to the pre COVID-19 levels at an average of 78% of the levels earlier in the year during January and February, up 7% points since late July. Adelaide CBD has moved ahead of the Perth CBD which is now at 74% of pre-COVID-19 levels, up 3% points. The Queensland capital is ranked third with movement levels in the Brisbane CBD at 66% of the pre COVID-19 levels, up 5% points while there has been little change for the Hobart CBD, now at 58%. Movement in both the Sydney CBD and Melbourne CBD is lower in mid-October than it was in late July as both cities have dealt with a second wave of COVID-19 in recent months. NSW authorities have dealt largely successfully with sporadic outbreaks of COVID-19 without resorting to a harsher lockdown but nevertheless movement in the Sydney CBD in mid-October is at only 44% of pre COVID-19 averages, down 4% points since late July. The Melbourne CBD entered a Stage 4 lockdown in early August which has continued to this day and movement in the Melbourne CBD averaged only 15% of the pre COVID-19 level in mid-October, down 12% points from late July. It is worth remembering that Melbourne was already in a Stage 3 lockdown starting in the first week of July. Roy Morgan has partnered with leading technology innovator UberMedia to aggregate data from tens of thousands of mobile devices to assess the movements of Australians as we deal with the restrictions imposed in response to the COVID-19 pandemic.

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ROY MORGAN LIMITED, UBERMEDIA

Travel industry eyes Consumer Confidence index as new report shows close link to holiday intentions

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Original article by Roy Morgan
Market Research Update – Page: Online : 28-Oct-20

Newly-released Roy Morgan data shows just how closely travel intentions are linked to Consumer Confidence. With gains in Confidence continuing, the Travel and Tourism industry will be hoping to see Australians’ holiday intentions start to climb out of the chasm caused by COVID-19. The latest Roy Morgan Leading Indicator: Holiday Travel Intention report shows that during the April to June quarter, a period in which the full scale of the pandemic’s effect was becoming apparent, 5.79 million Australians said they intended to take a holiday in the next 12 months. This is well under half the 13.2 million who had that intention in the equivalent quarter of 2019. The report measures intention to travel in the short- to mid-term, rather than simply recording past trips – by doing so it allows the industry to plan strategically. The data is drawn from Single Source, the country’s largest, deepest and longest-running repository of information on consumer behaviour. It shows that people’s intention to travel over the next 12 months is tightly linked to the confidence they are feeling in the overall economy.

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ROY MORGAN LIMITED

Nearly 2.5 million Australians using TikTok – up over 850,000 (+52.4%) during first half of 2020

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Oct-20

The latest Roy Morgan data shows that nearly 2.5 million Australians are using TikTok in an average four weeks – equivalent to 10.5% of the population aged 6 years and older. TikTok has grown its user base by over 850,000 (+52.4%) during the first half of 2020 to be easily the fastest growing social media company in Australia this year in terms of user growth. TikTok has a predominantly female user base, with 1.5 million women and girls now using the popular site, up over 380,000 (+34.3%) since the second half of 2019. In comparison, 985,000 men and boys now use TikTok, up more than 470,000 (+91.6%), and with male use of the service now growing faster. TikTok is also far more popular among younger Australians. Over a quarter of Australians in the youngest Generation Alpha (28%) are now using TikTok – a total of 746,000 Young Australians. Generation Alpha comprises those born from 2006 until today. There is also a significant TikTok user base among the slightly older Generation Z (born 1991-2005) with over 1,040,000 Australians (20%) in this age group now using the new short video service.

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ROY MORGAN LIMITED, TIKTOK

Brisbane Roar is the most widely supported A-League club

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Oct-20

The Brisbane Roar has topped the Roy Morgan A-League supporters’ ladder with 508,000 fans. Support for the Roar is up 32,000 (+6.7%) on a year ago. 2019-20 champions Sydney FC are second in fan support, on 495,000 supporters, which is unchanged on last year. Clubs along with Brisbane Roar to experience an increase in support include Perth Glory with 355,000 supporters (up 8.6%), Adelaide United with 337,000 (up 3.4%) and Melbourne City with 187,000 (up 8.7%). Newcomers Western United have attracted 25,000 supporters during their first season. Melbourne Victory is once again Victoria’s leading club, and ranks third nationally in terms of support, with 443,000 fans. This represents a decrease of 15,000 people year on year (down -3.3%), as the Victory experienced their worst season on record to finish in second-last position.

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ROY MORGAN LIMITED, THE A LEAGUE PTY LTD, BRISBANE ROAR FOOTBALL CLUB PTY LTD, PERTH GLORY SOCCER CLUB PTY LTD, ADELAIDE CITY SOCCER CLUB, MELBOURNE CITY FOOTBALL CLUB, WESTERN UNITED FOOTBALL CLUB, MELBOURNE VICTORY FOOTBALL CLUB PTY LTD