MARKETING RESEARCH – AUSTRALIA

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.

CORPORATES
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.

CORPORATES
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.

CORPORATES
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.

CORPORATES
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.

CORPORATES
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

It’s official: Internet is Australia’s main source of news; TV remains most trusted

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Original article by Roy Morgan
Market Research Update – Page: Online : 24-Aug-20

New research from Roy Morgan reveals that the internet has overtaken TV as Australia’s main source of news over the last two years. Over 12.7 million Australians (60.8%) now say the internet is a main source of news, up 1.4 million since 2018; nearly 7.9 million Australians (37.7%) specifically nominate Social Media. The number of Australians who say TV is their main source of news has dipped 1 million over the last two years to 12.4 million, or 59.4%. However, TV is still regarded as the most trusted source of news by nearly 7 million Australians (33.4%). Other traditional media used widely as main sources of news include radio, nominated by 8.7 million Australians (41.9%) and printed newspapers, mentioned by 5.2 million (25.0%), although both have declined since 2018. Within the broader category of the internet over 3.4 million Australians (16.5%, a significant increase of 4.6% points since 2018) use news feed sites such as Google News, Apple News and Feedly, a further 1.8 million (8.6%) use email subscriptions or updates and 1.1 million (5.6%) use other websites or apps. These findings are drawn from the Roy Morgan Single Source survey, Australia’s most comprehensive consumer survey, derived from in-depth interviews with 50,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED

W-League grows TV viewership as Australia & NZ awarded hosting rights for 2023 Women’s World Cup

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Original article by Roy Morgan
Market Research Update – Page: Online : 22-Jul-20

New research from Roy Morgan shows the W-League’s TV viewership is growing even as other Soccer competitions experienced viewership declines. A record high 879,000 Australians watch the W-League on TV, up 265,000 (+43%) on a year ago. However, the W-League’s TV viewership growth was not enough to make up for the declines in viewership for the FIFA World Cup, English Premier League, A-League and other forms of Soccer compared to a year ago. Now 4,098,000 Australians watch any of the listed Soccer competitions, down from 4,577,000 a year ago – a drop of 479,000 (-10%). The FIFA World Cup is easily the most popular Soccer competition on Australian TV with 3,391,000 viewers, although this is down 471,000 (-12%) on a year ago. Although the W-League is growing its TV viewership a concern for the local sporting authorities will be the decline in TV viewership for the men’s A-League, now with 1,748,000 viewers, down 305,000 (-15%) on a year ago. The local men’s competition has now been overtaken by the English Premier League which has a TV viewership of 1,794,000.

CORPORATES
ROY MORGAN LIMITED

Satisfaction of Australia’s banks improves amid COVID-19

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Original article by Roy Morgan
Market Research Update – Page: Online : 22-Jul-20

New data from Roy Morgan shows that customer satisfaction with Australia’s banks was at 79.5% in May, up 0.2% points on April and up 1.1% points from May 2019. The biggest improvement in customer satisfaction over the last year was from Australia’s four major banks, with satisfaction up 1.4% points to 77.2% in May. Commonwealth Bank has the highest satisfaction of the four majors in May, closely followed by NAB, ANZ and Westpac. Mutual Banks continue to have the edge in customer satisfaction and are up 0.7% points from a year ago, to 89.2%. The leading Mutual Bank for satisfaction is Bank Australia, closely followed by Bank First and Beyond Bank. The foreign banks operating in Australia have a high customer satisfaction of 85.5% in May, but this is down 0.3% points from a year ago. Of the foreign banks ING is a clear leader for satisfaction ahead of HSBC and Citibank. These are some of the latest findings from Roy Morgan’s ‘Customer Satisfaction report on Consumer Banking in Australia’. This report is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes.

CORPORATES
ROY MORGAN LIMITED, COMMONWEALTH BANK OF AUSTRALIA – ASX CBA, NATIONAL AUSTRALIA BANK LIMITED – ASX NAB, AUSTRALIA AND NEW ZEALAND BANKING GROUP LIMITED – ASX ANZ, WESTPAC BANKING CORPORATION – ASX WBC, BANK AUSTRALIA, BANK FIRST, BEYOND BANK AUSTRALIA, ING BANK (AUSTRALIA) LIMITED, HSBC BANK AUSTRALIA LIMITED, CITIBANK PTY LTD

Subscription TV viewers soar during Aussie lockdown – Netflix, Foxtel, Stan, Disney+ & Amazon Prime all up significantly

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Original article by Roy Morgan
The Australian Financial Review – Page: Online : 22-Jul-20

New data from Roy Morgan reveals Australians were adding new subscription TV services at an astonishing rate during the lockdown period which started in late March. Now almost 15.74 million Australians have access to a subscription TV service, up 878,000 (+5.9%) in only three months. All the major subscription TV services have been big winners out of the lockdown with big increases in viewers for Netflix, Foxtel, Stan, Disney+ and Amazon Prime in the three months to May 2020 compared to the prior three month period to February 2020 (pre COVID-19 lockdown). Netflix remains by far the nation’s most watched subscription television service, with 13.28 million viewers, an increase of over 1 million in only three months (+8.8%). Foxtel has also experienced its best growth for many years with over 5.5 million viewers, up 658,000 (+13.6%) since the pre-COVID-19 period. Also growing strongly during lockdown have been third-placed Stan which grew 729,000 (+19.7%) to 4,434,000 viewers, newcomer Disney+ which was up 689,000 (+38.2%) and Amazon Prime Video now with 2,166,000 viewers – an increase of 678,000 (+45.5%) since February.

CORPORATES
ROY MORGAN LIMITED, NETFLIX INCORPORATED, FOXTEL MANAGEMENT PTY LTD, STAN ENTERTAINMENT PTY LTD, DISNEY+, AMAZON PRIME VIDEO

Movement data in CBDs remains far below pre-COVID-19 levels

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

A special analysis of movement data in the Sydney and Melbourne CBDs shows that neither have returned to anything like the levels of earlier in the year, even before the latest Stage 3 lockdown in Melbourne and renewed fears of an outbreak in Sydney. 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. The number of devices seen in the Sydney CBD during the first week of July averaged only 53% of the levels seen during January and February. In recent days, several new cases of COVID-19 have been discovered around Sydney and the prospect of a return to lockdown appears to be rising. Further south, the number of devices seen in the Melbourne CBD during the first week of July averaged only 39% of the levels seen earlier in the year. The Melbourne metropolitan area has had restrictions progressively tightened since mid-June and returned to a Stage 3 lockdown during the past week. Although restrictions eased in both cities during May, and early June, the movement data for both CBDs remained well below the average levels in the pre-COVID-19 period as working from home has remained the norm for many city office workers throughout this period.

CORPORATES
ROY MORGAN LIMITED, UBERMEDIA