MARKETING RESEARCH – AUSTRALIA

Why audience quality is the next frontier in media planning

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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.

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ROY MORGAN LIMITED

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

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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.

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ROY MORGAN LIMITED

The full picture: a decade of smoking in Australia

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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%.

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ROY MORGAN LIMITED

Smoking increases among young Australians since vaping sales ban in 2024

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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.

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ROY MORGAN LIMITED

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

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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%.

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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

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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.

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ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD

Retail Media and the evolving NEO Consumer: A Roy Morgan Business Address

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-May-25

NEO retail guru Scott Browning will give a presentation on the dramatic emergence of ‘Retail Media’ and the role the next economic order of consumers (NEOs) are playing in its financial growth. Scott will unpick the confusion swirling around Retail Media and analyse where it poses a threat and provides exceptional opportunities. He will review the established players like Woolworths and Coles, reveal Amazon as the ‘elephant in the room’ and contextualise the emerging players like Officeworks, Chemist Warehouse, Bunnings, and others. Social scientist and author Dr Ross Honeywill will also share his latest insights into the evolving NEO consumer wave and what it means for brands in 2025 and beyond. Bookings are essential for this face-to-face briefing at Tonic House (386 Flinders Lane, Melbourne) at 4.00pm on 20 May.

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ROY MORGAN LIMITED

Mother’s Day love: fewer Aussies spending more

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-May-25

Australians are expected to spend $1bn on Mother’s Day this year, virtually unchanged from a year ago despite tighter household budgets. A survey by the Australian Retailers Association and Roy Morgan shows that 30 per cent of Australians will celebrate Mother’s Day in 2025, which equates to seven million people. This is 2.7 million fewer than in 2024, although the projected average spend is up from $102 last year to $141. Flowers will be the gift of choice for 37% of respondents, while 20 per cent will opt for food and beverages. Other popular gifts include gift vouchers (10%), personal care items (10%), clothing and shoes (9%), and house-related gifts such as homewares and gardening hardware (7%). This ARA-Roy Morgan Snap SMS survey was conducted with a nationwide cross-section of 3,115 Australians aged 18+ from 10-23 April.

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AUSTRALIAN RETAILERS ASSOCIATION, ROY MORGAN LIMITED

ThinkNewsBrands, Roy Morgan and Ipsos Australia form single source of truth for Total News Publishing digital audience measurement

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-May-25

ThinkNewsBrands, in collaboration with Roy Morgan and Ipsos Australia, has responded to the media industry’s calls for clarity and consistency by leading a project to integrate Ipsos iris digital audience data for Total News Publishing within Roy Morgan Single Source. From 19 May, Roy Morgan digital measurement data, in most cases dating back to January 2023, will be replaced with Ipsos iris measurement data for brands or entities within Total News Publishing. This data will be referred to as Roy Morgan iris. The move to a common digital news publishing source will streamline media planning and create consistency as all advertisers, agencies and publishers will be able to rely on one digital measurement, endorsed by all parties, irrespective of which system they subscribe to – Roy Morgan Single Source or Ipsos iris.

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THINKNEWSBRANDS, ROY MORGAN LIMITED, IPSOS AUSTRALIA PTY LTD

The Role of Trust and Distrust in the 2025 Federal Election Webinar

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

Join Roy Morgan CEO Michele Levine to learn why the 2025 Federal Election will be decided by distrust rather than trust. In this compelling webinar, Michele reveals why this will be ‘The Distrust Election’: who Australians distrust more – Prime Minister Anthony Albanese or Opposition Leader Peter Dutton; how cost-of-living pressures and economic uncertainty are intensifying the political battle; the surprising politicians Australians actually trust (and why): how distrust changes voter behaviour and reshapes election outcomes; and what unexpected decision or external shock could swing the election result. Discover the reshaping of Australia’s political landscape – and what it means for Election Day. Watch the webinar on YouTube.

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ROY MORGAN LIMITED