MARKETING RESEARCH – AUSTRALIA

Melbourne a dominant holiday destination for Australians

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-May-19

The latest research from Roy Morgan shows that over 11.9 million Australians aged 14+ (58.3%) are planning on spending at least one night on their next trip in a domestic destination in Australia. Melbourne has consistently been the most popular domestic holiday location over the last decade, and over 1.5 million Australians currently intend to stay at least one night in Melbourne during their next trip. Sydney is a clear second place with nearly 900,000 Australians intending to stay in the NSW capital for at least one night on their next trip. Following in popularity is the NSW North Coast, with over 550,000 Australians intending to stay for at least one night on their next trip in this region. Analysis of Australia’s leading holiday destinations using Roy Morgan’s Helix Personas consumer segmentation and data integration tool shows that Melbourne and Sydney are the most popular holiday destinations regardless of which Helix Community is considered. However, beyond the two leaders the choices and preferences of the different Helix Communities diverge considerably.

CORPORATES
ROY MORGAN LIMITED

Over 15.7 million Australians read newspapers in print or online

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Original article by Roy Morgan
Market Research Update – Page: Online : 13-May-19

Roy Morgan has released the latest readership results for Australian newspapers, for the 12 months to March 2019. Over 15.7 million Australians aged 14+ (76.3%) now read or access newspapers in an average seven-day period via print or online, a fall of 2.2 per cent from a year ago. Although most leading newspapers had a decline in total cross-platform readership, ‘The Australian Financial Review’ increased its digital audience over the last year, up by 4.6 per cent to 1,469,000; ‘The Saturday Paper grew its total cross-platform audience by 16.7 per cent to 259,000. ‘The Sydney Morning Herald’ is still Australia’s most widely-read masthead, with a cross-platform audience of 4,043,000, down 5.3 per cent from a year ago. Meanwhile, ‘Good Weekend’ remains Australia’s most widely-read newspaper inserted magazine, with print readership of 1,006,000 (down 13.8 per cent over the last year).

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ROY MORGAN LIMITED

Magazine readership now over 15.2 million following increase

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Original article by Roy Morgan
Market Research Update – Page: Online : 13-May-19

Roy Morgan has released the Australian Magazine Readership report for the 12 months to March 2019. A total of 15,245,000 Australians aged 14+ (74.1 per cent) now read magazines, whether in print or online. This is up 1.6 per cent (or 238,000) from a year ago. Readership of print magazines is just under 12.6 million Australians (61.2 per cent), unchanged from a year ago. Nine of Australia’s top 15 magazines grew their print readership over the past year, with five of the leading titles growing their readership by at least five per cent. ‘Women’s Weekly’ is Australia’s most widely-read paid magazine, after growing readership by 3.7 per cent to 1,536,000 in the year to March. However, the free ‘Coles Magazine’ remains the most widely-read print magazine, with an average readership of 4,840,000 per issue (up 10.8 per cent).

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ROY MORGAN LIMITED

Bones, Joints, Muscle conditions and Allergies/Cold & Flu most prevalent health issues for Australians

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Original article by Roy Morgan
Market Research Update – Page: Online : 9-May-19

A Roy Morgan Single Source survey shows that more than 19.3 million Australians aged 14+ (94.4%) suffered from at least one form of illness or medical condition in 2018. Just over 13.9 million Australians (68%) experienced medical conditions related to Bones, Joints and Muscles, while over 13.8 million (67.6%) suffered from Allergies/Cold & Flu illnesses. Ear, Nose and Throat conditions were experienced by over 11.1 million Australians (54.6%) in 2018, and over 10.1 million (49.5%) suffered from illnesses and conditions related to their Digestive Systems. Roy Morgan CEO Michele Levine says that digging into the data shows significant differences between the types of illnesses and conditions that women and men tend to suffer from.

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ROY MORGAN LIMITED

More Australians intend to retire despite inadequate savings levels

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Original article by Roy Morgan
Market Research Update – Page: Online : 29-Apr-19

The number of Australian intending to retire in the next 12 months is estimated at 439,000, a 6% increase on the 2018 level of 414,000 and 11% above the 2017 figure of 395,000. This increase is despite the savings levels of these intenders being well below the recommended level to be self- funded, so they are likely to be at least partly reliant on the age pension. Men currently represent 219,000 intending retirees and women 220,000. These are some of the latest findings from Roy Morgan’s Single Source survey, which is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes, including 430 who intend to retire in the next 12 months. The latest results are based on interviews conducted in the 12 months to January 2019.

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ROY MORGAN LIMITED

Over 8.3 million Australians buy vitamins, minerals and supplements

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Original article by Roy Morgan
Market Research Update – Page: Online : 29-Apr-19

A Roy Morgan Single Source survey shows that more than 8.3 million Australians purchased vitamins, minerals and/or supplements in an average six months in the year to December 2018, compared with just under 8 million in 2014. However, as a proportion of Australia’s growing population, demand has dropped slightly from 41.2% in 2014 to 40.7% in 2018. The research also shows that 65% of Australians who bought vitamins, minerals and/or supplements in 2018 purchased them from pharmacies and chemists, while 27% purchased them from supermarkets. Meanwhile, 49.1% of Australian women purchased vitamins, minerals and/or supplements in an average 6 months in 2018, compared to 32% of men.

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ROY MORGAN LIMITED

Uber drives forward while taxis stall and new market entrants begin to accelerate

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Original article by Roy Morgan
Market Research Update – Page: Online : 29-Apr-19

Research from Roy Morgan conducted in the year to December 2018 shows that nearly 4.3 million Australians aged 14+ (over 20% of the population) now travel by Uber in an average three months, up from just over 2 million (10.2%) in 2016. There has been strong growth in Uber usage across all age groups, ranging from growth of 73% (to 1,190,000) for 25-34 year olds to 253% (to 197,000) for 14-17 year olds. Meanwhile, the number of Australians who travel by taxi in an average three months fell by nearly 2% points over the last two years, to 21.5% in 2018. The latest Roy Morgan analysis reveals that 90,000 people across Australia already use a rideshare service other than Uber in an average three months without also using Uber in that same timeframe. New entrant Taxify (now called Bolt) is a leading competitor, with 112,000 Australians (0.5% of the population aged 14+) using their service at least once in an average three months in 2018.

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ROY MORGAN LIMITED, UBER AUSTRALIA PTY LTD, TAXIFY, BOLT

Rise in vegetarianism not halting the march of obesity

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Original article by Roy Morgan
Market Research Update – Page: Online : 16-Apr-19

A Roy Morgan Single Source survey shows that in the year to December 2018, nearly 2.5 million Australians (12.1% of the population) had diets of which the food is all, or almost all, vegetarian. This compares with less than 2.2 million (11.2%) in 2014. However, the rising level of vegetarianism in Australia has yet to stop the increasing trend towards obesity. Now 28.5% of Australians have a Body Mass Index (BMI) of over 30 and are classified as ‘Obese’, up 2.1% points from four years ago. Some 2.7% of Australians are classified as ‘Underweight’, up 0.2% points from four years ago. ‘Underweight’ Australians have a BMI below 18.5. Meanwhile, analysis shows that Metrotechs (18.2%) and Aspirationals (13.1%) have a higher than average share of vegetarians among Roy Morgan’s Helix Personas communities.

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ROY MORGAN LIMITED

Australia’s personal wealth declines

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Apr-19

A Roy Morgan Single Source survey shows that the gross personal wealth (assets) of Australians aged 14+ (including owner-occupied homes) stood at $9,784 billion in the December 2018 quarter. This represents a drop of $512 billion or 5.0% from the September quarter when it was $10,296 billion, and is now at the lowest level recorded throughout 2018. Net wealth (after debt) has also decreased by 4.3%, from $8,993 billion to $8,608 billion. Despite the overall decline in household wealth over the December quarter, the average gross household wealth remains over one million dollars, at $1,016,000. This is $58,000 or 5.4% below the average recorded in the September quarter and the lowest since December 2017. The average gross wealth per capita was $502,000 in September and this has also fallen by 5.4% to $475,000 in December, the lowest for 12 months. The survey is based on in-depth interviews conducted face-to-face with over 50,000 consumers per annum in their homes.

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ROY MORGAN LIMITED

Online grocery shoppers are a small but lucrative market

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Original article by Roy Morgan
Market Research Update – Page: Online : 15-Apr-19

New research from Roy Morgan shows that Australian grocery shoppers aged 14+ who bought groceries from Woolworths online in the year to December 2018 spent an average of $186 a week, compared to only $103 for those buying from Woolworths’ ‘bricks and mortar’ stores. The same trend is evident for Coles, with grocery shoppers spending $158 at Coles Online in an average week, compared with $97 on average for those shopping at a ‘bricks and mortar’ store. The huge difference in spending patterns between the online and ‘bricks and mortar’ stores is driven by women, who spend far more on average via the online outlet than via the physical store.

CORPORATES
ROY MORGAN LIMITED, COLES SUPERMARKETS AUSTRALIA PTY LTD, WOOLWORTHS SUPERMARKETS