MARKETING RESEARCH – AUSTRALIA

Over $5billion in car sales next year could be decided over Big Bash cricket

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 21-Dec-16

A Roy Morgan Single Source survey has found that nearly 570,000 Australians plan to buy a new car in 2017, and 21 per cent of them say they "almost always" watch Twenty20 cricket on TV (compared with 16 per cent of all Australians aged 14+). The survey, which was carried out in the year to September 2016, also shows that these dedicated Twenty20 viewers have an average budget of $43,000 for their next car, compared with $38,500 among new car buyers overall. Meanwhile, compared to the average new car buyer in the market, Twenty20 fans are 28 per cent more likely to agree that they would like a car that handles like a racing car, 23 per cent are more likely to say they will only be buying a car that is fun to own, and 21 per cent are more likely to regard themselves as a car enthusiast.

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ROY MORGAN RESEARCH LIMITED

How Optus Xtra could become an advertiser’s dream

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 21-Dec-16

A Roy Morgan Single Source survey has found that 5.9 million Australian smartphone owners aged 14+ (37 per cent) agree that they would be interested in receiving ads on their mobile phone if it reduced their bill. The survey, which was carried out in the year to September 2016, also shows that 27 per cent of this potential mobile advertising audience is aged 14-24, while 26 per cent is aged 25-34. These are often the hardest audiences to reach (and engage) via traditional media advertising. Meanwhile, among smartphone owners who are receptive to mobile advertising, 56 per cent have not read a print newspaper in the last week and 44 per cent have not looked at a print catalogue; 31% have not even flipped through the latest issue of any magazine, and 24 per cent have not made a single trip to the cinema in the last year. On a normal weekday, 31 per cent do not listen to commercial radio and 14 per cent do not watch commercial TV.

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ROY MORGAN RESEARCH LIMITED, SINGTEL OPTUS PTY LTD

Where did the year go? A look at how Australia spent its time in 2016

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 21-Dec-16

Roy Morgan’s Single Source shows that Australians aged 14+ watched 18.7 billion hours of TV in 2016, compared with a cumulative 17.7 billion hours spent at work. Australians also spent 15.1 billion hours listening to radio and 13.6 billion hours online, while another 6.2 billion hours were spent actively online at work, school, and everywhere else. Newspapers scored 2.1 billion hours of national attention over the year, with magazines claiming just shy of a billion hours overall. Meanwhile, Australians took 52 million holidays during the year (over 2.5 each on average, although around three in 10 did not take any trip).

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ROY MORGAN RESEARCH LIMITED

Satisfaction with financial performance of superannuation steady in November but down over the year

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

A Roy Morgan Single Source survey has found that 58.4% of Australians aged 14+ who have superannuation were satisfied with their fund’s financial performance in the six months to November 2016. This was unchanged from October but down by 0.9% points over the year. The survey also shows that industry funds have retained the lead in satisfaction (59.2%) over retail funds (56.7%), but both have declined over the last 12 months, with industry funds down 1.2% points and retail funds down 1.4% points. Both score poorly in terms of the critically important "very satisfied" rating, at 17.7% for industry funds and 16% for retail funds. Self-managed funds have the highest satisfaction with 74.3% (down 1.7% points over the last year), followed by public-sector funds with 69.8% (up 1.8% points). Meanwhile, CARE Super had the highest satisfaction rating among the 18 largest super funds, at 75% (up 10.2% points year-on-year).

CORPORATES
ROY MORGAN RESEARCH LIMITED, CARE SUPER PTY LTD, STATEPLUS, QSUPER LIMITED, MERCER SUPER PTY LTD, CONSTRUCTION AND BUILDING UNIONS’ SUPERANNUATION FUND, AMP LIMITED – ASX AMP, ONEPATH AUSTRALIA LIMITED, AUSTRALIA AND NEW ZEALAND BANKING GROUP LIMITED – ASX ANZ

Masters Home Improvement never a threat

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Dec-16

Home Hardware is the winner of the Hardware Store category in the Roy Morgan Customer Satisfaction Awards for October 2016, satisfying 90% of its customers. Bunnings and Mitre 10 share second spot with 89% each, while Masters Home Improvement is fourth (85%). Only True Value Hardware satisfies a lower proportion of its customers (78%) than the now-defunct Masters. While a satisfaction level of 85% is nothing to be ashamed of, it is relatively low in the traditionally high-scoring Hardware Store category, and it is Masters’ lowest score since February. The beleaguered chain has been stuck in fourth place all year, seemingly incapable of overtaking any of its higher-rating rivals. Indeed, since Roy Morgan started measuring Masters’ customer satisfaction in late 2011 (the year it opened its first stores), it has never risen higher than fourth spot, and actually spent all of 2012, 2013 and 2014 in fifth position.

CORPORATES
ROY MORGAN RESEARCH LIMITED, HOME HARDWARE, BUNNINGS GROUP LIMITED, MITRE 10 LIMITED, MASTERS HOME IMPROVEMENT AUSTRALIA PTY LTD, TRUE VALUE HARDWARE LIMITED

Somersby and Strongbow leading the cider boom

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 14-Dec-16

A Roy Morgan Single Source survey has found that the number of Australians aged 18+ who drink cider in an average four weeks has risen by almost 600% between 2006 and 2016, from just 337,000 to 2,349,000. The only other alcoholic beverage to have gained popularity over the same period was spirits, which saw a more moderate growth of 25% (rising from 3,890,000 to 4,861,000 drinkers in an average four weeks). Between January and March 2016, nearly 3 million people (2,880,000) reported having consumed cider at least once in the last four weeks, compared with 2,250,000 in the quarter preceding it (October-December 2015) and 2,220,000 in the quarter following it (April-June 2016). This pattern is evident for all January-March quarters over the last 10 years. Somersby was the most popular cider brand in the year to September 2016, with some 724,000 Australian adults drinking it in an average four weeks (up from 460,000 in 2015).

CORPORATES
ROY MORGAN RESEARCH LIMITED, SOMERSBY, STRONGBOW CIDER COMPANY, 5 SEEDS, REKORDERLIG, BULMER

Gary Morgan comment on Roy Morgan real unemployment unchanged at 9.2% in November

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Original article by Gary Morgan, Roy Morgan Research
Market Research Update – Page: Online : 14-Dec-16

Australia’s continuing high level of real unemployment and under-employment – now above 2 million for a 14th straight month – has persistently indicated the weakness in the broader Australian economy, which has now been confirmed by Australia’s first quarter of negative GDP growth since the March quarter 2011. The ABS announced last week that Australian GDP shrunk 0.5% in the September quarter 2016. The election of Donald Trump in the US last month proves that politicians who take the concerns of their people seriously will find electoral success. Trump consistently asserted during his campaign that real unemployment in the US was far higher than the figures quoted by the official Bureau of Labor Statistics – over 20%, and perhaps even over 30%. The Turnbull Government must learn the lesson provided by Trump’s election without delay.

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ROY MORGAN RESEARCH LIMITED, AUSTRALIAN BUREAU OF STATISTICS

Australian drivers most satisfied with Japanese cars

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 14-Dec-16

Across all 35 categories in the Roy Morgan Customer Satisfaction Awards, car manufacturers have the highest overall rate of customer satisfaction. Some 92 per cent of drivers report being very or fairly satisfied by their current vehicle make. A division of Toyota, Lexus leads the way with 96 per cent of its drivers satisfied. Fellow Japanese manufacturers Mazda and Subaru satisfy 95 per cent of their owners. Six manufacturers are tied with 94 per cent satisfaction among drivers, including Japanese brands Toyota, Honda, Suzuki and Isuzu UTE, South Korea’s Hyundai and Germany’s Mercedes-Benz. While there are over 15 million satisfied drivers across the country, there are also over 540,000 who are dissatisfied with their current car brand – and they are eager to replace it. Dissatisfied drivers are twice as likely as others to intend to buy a new car within the next year (7 per cent). Overall, the number of Australians planning to buy a new car in the next 12 months rose marginally in November to 569,000. The total number of prospective buyers over the next four years is unchanged since October at 2,264,000.

CORPORATES
ROY MORGAN RESEARCH LIMITED, LEXUS, MAZDA MOTOR CORPORATION, SUBARU, TOYOTA MOTOR CORPORATION, HONDA MOTOR CORPORATION, SUZUKI MOTOR CORPORATION, ISUZU UTE AUSTRALIA PTY LTD, HYUNDAI MOTOR COMPANY LIMITED, MERCEDES-BENZ AG

Australian real unemployment steady at 9.2% (1.199m Australians); Under-employment down 1.5% to 8.4% (1.1m)

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 14-Dec-16

In November 2016 a total of 2.299 million Australians, 17.6% of the workforce, were either unemployed (1,199,000) or under-employed (1,100,000). This is down 237,000 (down 2%) from November 2015. Unemployment is comparable to a year ago with 1.199 million Australians now unemployed (up 13,000 in a year but steady at 9.2% due to overall growth in the workforce). These real unemployment figures are substantially higher than the current ABS figure for October 2016 (5.6%). In November, the Australian workforce increased to 13,046,000 (up 92,000 since November 2015), and total employment increased to 11,847,000 (up 79,000). Full-time employment is now 7,950,000 – up 374,000 from a year ago (7,576,000 in November 2015). In contrast, part-time employment has decreased by 295,000 to 3,897,000 over the past year (an average of just under 25,000 per month). The lower part-time employment contributed to the fall in under-employment; now 8.4% of Australians 1,100,000 (down 250,000 since November 2015) are under-employed (down 2%).

CORPORATES
ROY MORGAN RESEARCH LIMITED, AUSTRALIAN BUREAU OF STATISTICS

Australian Community Newspaper Readership results

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 13-Dec-16

The latest Roy Morgan Community Newspaper Readership results, for the 24 months to September 2016, show that readership of community newspapers in all mainland capital cities has declined, but many titles are bucking the trend and finding new local readers. The "St George & Sutherland Shire Leader" extended its lead as the most-read community paper in Sydney, with 220,000 readers per average issue (up 15.8 per cent year-on-year in the 12 months to September 2016. The "Melton Leader" was Melbourne’s fastest-growing community title (up 47.8 per cent to 34,000) prior to its closure in June, while readership of Brisbane’s "South-West News", including its specially-badged "Springfield News" edition, grew 12.5 per cent to 54,000 readers per average weekly issue.

CORPORATES
ROY MORGAN RESEARCH LIMITED, NEWS CORP AUSTRALIA PTY LTD, NEWS CORPORATION – ASX NWS, METRO MEDIA PUBLISHING PTY LTD, STAR NEWS GROUP PTY LTD