MARKETING RESEARCH – AUSTRALIA

Crime concerns surge post-pandemic to highest levels in more than a decade

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 27-Aug-25

New Roy Morgan research shows that 66% of Australians agree that ‘Crime is a growing problem in my community’ – a higher figure than at any point in the last 10 years. The national trend over the last decade shows that agreement with this statement reached a pre-pandemic high of 60% in 2016-17 before moderating over the next few years and falling to a pandemic low of 51% in 2020-21. Since then, concern has surged and is up 15% points in only four years. Roy Morgan interviewed a representative cross section of 498,629 Australians electors aged 18+ over the decade from July 2015 to June 2025 who were asked to agree or disagree with the statement that ‘Crime is a growing problem in my community’. The State-by-State results of the research reveal significant differences, but the same clear upward trend since Covid. Queensland has recorded the highest current level of concern about crime at 77%, up 16% points in 10 years and up 17% points since 2020–21. Victoria recorded the sharpest rebound since the pandemic, up 21% points and 12% points over the decade (60% to 72%).

CORPORATES
ROY MORGAN LIMITED

Work from Home: Another Great Australian Divide

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 20-Aug-25

New research from Roy Morgan highlights a clear divide across Australia’s 150 federal electorates. Nationwide, 47% of working electors (around 5.94 million people) work from home at least some of the time. However, this flexibility is concentrated in just 45 electorates, and the majority of working electors continue to work in-person in the remaining 105 seats. The highest work from home electorates are concentrated in Australia’s inner-cities: Sydney (67%), Wentworth (66%), Bennelong (65%), Kooyong (65%) and Grayndler (62%) lead the nation. These affluent electorates are dominated by professional white-collar workers and are held by Labor or high-profile Independents. The electorates with the lowest levels of working from home are found in large regional and remote electorates, where on-site industries dominate; they include Mallee (31%), Durack (31%), Forrest (29%), Lingiari (28%) and Gippsland (28%). Among the 45 electorates where a majority work from home, Labor dominates with 30 seats, reflecting its strength in metropolitan hubs where hybrid work is most entrenched.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN LABOR PARTY

More than 6.7 million Australians work from home

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 13-Aug-25

New research from Roy Morgan shows that over 6.7 million Australians (representing 46% of employed Australians) work from home at least some of the time, paid or unpaid. The remaining 54% work entirely in-person. A slim majority of full-time employees (51%) work from home at least some of the time, compared to 36% of part-time employees. Australians living in capital cities are more likely to work from home than those who live in regional areas. A majority of workers from Australia’s largest cities of Sydney (55%) and Melbourne (52%) work from home, as do 51% in the nation’s capital in Canberra/ACT. Working from home rates are lower in the smaller capital cities led by Hobart (45%) and Adelaide (44%), and followed by Brisbane (43%) and Perth (40%). In contrast, regional areas show lower adoption of working from home, led by Queensland (40%), (NSW 39%) and Victoria (37%).

CORPORATES
ROY MORGAN LIMITED

Net Promoter Scores for electricity providers on the increase in 2025 after two years of decline

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 30-Jul-25

New data from Roy Morgan shows that improvements in the Net Promoter Scores of electricity providers this year has correlated with a clear drop in switching behaviour. After reaching a peak of -7 in the year to March 2022, the NPS for electricity providers fell consistently over the next two years as surging electricity prices and cost of living concerns faced many Australians. The NPS of electricity providers hit a low of -13 in the year to June 2024. However, NPS have gradually turned around and have improved significantly so far this year, now at -8 in the latest figures to June 2025, indicating that Australians are now increasingly more likely to recommend electricity providers to their friends than they were a year ago. The data shows that 16% of Australian electricity customers switched providers in the year to June 2025; this is down from a high of 18% in December 2024, but still higher than the 14% switching recorded during 2021 and early 2022.

CORPORATES
ROY MORGAN LIMITED

Why audience quality is the next frontier in media planning

roymorgansocial Leave a comment

Original article by Michele Levine
Market Research Update – Page: Online : 16-Jul-25

For years, the media industry has fixated on scale – bigger reach, broader awareness, more impressions. But as the advertising landscape becomes more fragmented, and audiences more selective in how they consume content, one thing has become increasingly clear: not all exposure is equal. It is not just about how many people you reach, but how you reach them – and who they really are when they encounter your message. Traditional media planning models have long prioritised reach and frequency. While these metrics are useful, they ignore the nuances of attention, loyalty, and media context – factors we now know to be critical in determining how well a message is received, remembered, and acted upon. Roy Morgan’s new Media Allocation Engine is the first platform in Australia to systematically embed media channel attributes and audience behaviours into the planning process. The Media Allocation Engine offers a practical solution to a long-standing gap in campaign planning – giving planners the ability to quantify and compare media quality, not just quantity.

CORPORATES
ROY MORGAN LIMITED

Super fund satisfaction improves to highest since May 2022 with Retail Fund satisfaction at a new all time high

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 9-Jul-25

New data from Roy Morgan’s Superannuation Satisfaction Report shows an overall super fund satisfaction with financial performance rating of 69.9% in May 2025, an increase of 3.1% points from a year ago and up 4.9% points from the post-pandemic low of 65.0% in July 2023. Despite hitting a low point in July 2023 superannuation satisfaction with financial performance has remained significantly higher than the long-term average of 59.0% post-pandemic, and is now approaching the all-time high of 72.0% reached in January 2022. There has been improvement across all four different categories of super funds over the last year; the largest increase has been for Retail Funds, with customer satisfaction up 6.4% points to 69.3%. Customer satisfaction for Industry Funds is up 2% points to 69.5%, while satisfaction with Public Sector Funds is up 0.8% points to 75% and satisfaction with Self-Managed Funds is up 0.8% points to 77.7%. 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

The full picture: a decade of smoking in Australia

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 9-Jul-25

The latest data from Roy Morgan shows that 17.4% of Australians aged 18+ smoke or vape; this includes 12.1% who smoke Factory Made Cigarettes (FMCs) or Roll-Your-Own (RYO) Cigarettes (8.4% FMC & 5.3% RYO) and 7.5% who vape. Overall, this is virtually unchanged over the last decade; in 2014, 17.7% smoked either FMC, RYO, pipe or cigars. However, since 2014, the composition of smoking/vaping has changed with both vaping and illicit tobacco more widespread. In 2018, when Roy Morgan first began asking people about their use of e-cigarettes, the incidence was less than 2%. Over the next few years, the incidence of vaping increased steadily to reach a high of 8.3% in the 12 months to December 2023 (and now at 7.5% in the 12 months to June 2025). Meanwhile, illicit tobacco usage was first measured by Roy Morgan in 2020 when the incidence was less than 2% (given this is self-reporting of an illegal activity, it is likely under-reported). Since then, the use of illicit tobacco has steadily increased to 4.8% of Australians 18+. Smoking illicit tobacco is included in the FMC/RYO incidence and, as such, is contributing to the continued smoking rates of FMC/RYO hovering just over 12%.

CORPORATES
ROY MORGAN LIMITED

Smoking increases among young Australians since vaping sales ban in 2024

roymorgansocial Leave a comment

Original article by Roy Morgan
Market Research Update – Page: Online : 2-Jul-25

The latest data from Roy Morgan shows that the proportion of Australians aged 18+ smoking Factory Made Cigarettes (FMCs), Roll-Your-Own Cigarettes (RYO) or vaping bottomed at 16.8% (3.59 million) in the year to December 2024. Since then, the incidence of Australians smoking (or vaping) has increased to 17.1% (3.7 million), an increase of 0.3% points (+110,000). Driving the increase has been increased smoking rates of (FMCs), which has increased from 7.9% (1.67 million) to 8.3% (1.79 million), an increase of 0.4% points (+120,000). Meanwhile, legislation banning the sale of disposable single-use and non-therapeutic vapes in mid-2024 has had only a small impact on overall vaping rates, which are now at 7.5% of the population (1.61 million), down by only 0.2% points (-40,000) since the year to September 2024. Despite the legislation, 20.5% (510,000) of 18-24yr olds now vape, up from a low of 19% (470,000) in the year to September 2024; this is an increase of 1.5% points (+40,000) in less than a year.

CORPORATES
ROY MORGAN LIMITED

Nearly half of Australians now support marijuana legalisation – up 15 percentage points this decade

roymorgansocial Leave a comment

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

Roy Morgan’s latest data shows that 48% of Australians now support legalising marijuana, up 15 percentage points over the past decade (from 33% in 2015 and 42% in 2019). Opposition has fallen to 41%, also down 15 points since 2015 (from 56% and 49% in 2019), while 11% remain undecided. Men are more inclined to back legalisation of marijuana, with 51% saying it should be legal (40% opposed) compared to 45% of women (42% opposed). All Australians aged 18–49 now show majority support for legalisation; 18–24-year-olds have seen support grow from 36% in 2015 to 50% in 2019 and now 54% (an 18-point gain over the decade). Support among 25–34-year-olds has surged from 34% in 2015 to 46% in 2019 and now 58% (a 24-point increase). Middle-aged groups are also shifting: 35–49-year-olds now show a majority in favour at 51%. Meanwhile, support among 50-64-year-olds has risen 19 points to 48%, while opposition in this age group has fallen 18 points since 2019. Among those aged 65 and over, support has edged up slightly (from 33% in 2019 to 36% in 2025), yet this group continues to record the highest opposition at 54%.

CORPORATES
ROY MORGAN LIMITED

7.4 million Australians are now using Uber compared to around 4.2 million using taxis – a gap of over 3 million

roymorgansocial Leave a comment

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

The latest data from Roy Morgan shows that more than 7.4 million Australians aged 14+ (32.3%) used Uber during the March quarter, while around 4.2 million (18.1%) used taxis; there was a gap of over 3 million Australians in favour of Uber for the first time. Usage of Uber has surged since the end of pandemic restrictions in the December 2022 quarter, increasing by 1.7 million (+29.8%). In comparison, usage of taxis has declined over the last two years, down by 212,000 (-4.8%) since the December 2022 quarter. Even more striking is a comparison between usage of the two services today compared to pre-pandemic levels in the September 2019 quarter. Usage of Uber has increased by over 2.1 million (+40.6%) since late 2019, while usage of taxis has dropped by over 630,000 (-13.3%). This data comes from Roy Morgan Single Source, Australia’s most comprehensive consumer survey, derived from in-depth interviews with over 65,000 Australians each year.

CORPORATES
ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD