Michele Levine - Roy Morgan Research - Demographic changes impacting the way you market and promote...

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8% believe “Women should stay home and leave running the country to men”

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Consumer confidence 111.6

Confidence

Business Confidence is 122.9

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Australia nowhere near as confident as Asian neighbours

Australasian Consumer Confidence

ANZ Roy Morgan Consumer Confidence shows Australia behind Indonesia 161.2, China 152.3 Vietnam 135 Thailand 127.5 New Zealand 123.4 & Singapore 120.7

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ANZ-Roy Morgan Consumer Confidence June 2014 - monthly Australasian confidence

Source: Roy Morgan Research; Monthly data

161.2

152.3

123.4

116.1

100.0

120.0

140.0

160.0

180.0

Indonesia China New Zealand Australia

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Unemployment at 9.9% is far too high

Employment

Over 2 million Australians unemployed or under-‐employed. Young people hit hardest

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Level of Workforce Unemployment

Source: Roy Morgan Research; Monthly data

Source: Australian Bureau of Statistics; Monthly data

9.4%

10.6

6.9%

5.8

7.3%

5.9

0%

2%

4%

6%

8%

10%

12%

14%

% o

f wor

kfor

ce

Roy Morgan Research

ABS Seasonally Adjusted (May14)

ABS Original (May14)

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Unemployment by Age

Base: Australian population aged 14+ in the workforce

Source: Roy Morgan Research; 12 month moving average

8.7%

14.1%

5.6%

4.7% 4.4% 0%

5%

10%

15%

20%

25%

% w

ork

forc

e un

empl

oyed

in e

ach

age

grou

p

Total 14+

14-29

30-44 9.2%

45-59 60 and over

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Economic Issues continue to worry Australians

Issues

42% say economic issues are the most important issues facing Australia – Economy, economic problems, interest rates, unemployment, the Federal Budget, cost of living etc.

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Most Important Issues Facing Australia

Base: Australian population aged 14+ Source: Roy Morgan Research; Nation-wide telephone poll, February 4-6, 2014 (n = 664)

4%

Religion/ Immigration/

Human Rights

9%

14%

Economic Issues 42%

9% Politics & Leadership 18% 4%

Social Issues

12%

0

20

40

60

(%)

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Society

State of the NaVon 2014

The Key Areas of Change

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7.6 million aged 50 plus 3.4 million aged 65 plus

Over 23 million Australians

Australia’s populaVon is growing and ageing

Base: Australian population aged 0+

Source: Australian Bureau of Statistics

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Australia’s Population

Source: Australian Bureau of Statistics

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Australia’s Population by Age

Base: Australian population aged 0+ Source: Australian Bureau of Statistics

19.8% 15.7% 15.5%

22.4%

14.4% 12.1%

0%

5%

10%

15%

20%

25%

25 - 34 14.6% 14 - 24 14.7%

35 - 49 20.5%

50 - 64 18.1% 0 - 13 17.7%

65 and over 14.4%

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Marriage is now the minority

Marital status and children

48% of Australians aged 14 plus are now married (down from 56% in 1998) and almost 2 in 3 live in a house with no children

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Marital Status

Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average

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Children in the Household

Base: Australian population aged 14+ Source: Roy Morgan Research; 12 month moving average

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More women in professional & management positions

Women and work

An addiVonal 400,000 women are professional/managers in 5 years

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Increase in Women who are Professional/Managers White collar decreasing

Base: Australian Women aged 14+ Source: Roy Morgan Research; 12 months moving average Jul 2009 – Jun 2014

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Additional 400,000 women became Professional/Managers

Base: Australian Women aged 14+ Source: Roy Morgan Research; 12 months moving average Jan 2009 – Jun 2014

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Male/Female Employment



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Workforce Structure


Source: Roy Morgan Research; 12 months to June 1998 & 12 months to June 2014

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We are increasingly open-minded & socially progressive

Social views

58% support homosexual couples adopVng children, and

40% agree ‘computers and technology give me more control over my life’

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Progressive Views



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Progressive Attitudes



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We are increasingly Asian

Na>onality

Fewer Australians were born here & Some 10 % of Australians are Asian born

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Country of Birth

Base: Australian population aged 14+; *Approximately 6% are in the ‘Other’ category


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Organised sport is in decline but exercise is on the increase

Ac>vi>es

More e-‐acVviVes than ever with increasing availability of digital entertainment and engagement to suit all .

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Sport & Exercise Participation Society



Discover your edge Base: Australian population aged 14+

Source: Roy Morgan Research; 12 months to June 2010 and 12 months to June 2014

Sports & Activities participate in regularly

53%

46%

11% 10% 7%

4% 5% 4% 4% 3% 3%

55%

49%

13% 11%

9% 6% 5% 4% 5% 4% 3%

0%

10%

20%

30%

40%

50%

60%

Jul 09 -‐ Jun 10 Respondents Jul 13 -‐ Jun 14 Respondents

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Conservative Attitudes



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Internet and mobile phones have changed the landscape

We are now in a digital world

Media and technology trends

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Telecommunications Technology*

*Question instruments enhanced in January 2013



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New Communication Technological Products



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Major Media Types

*Question revised in April 2012 for Commercial Radio and September 2012 for Pay TV



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Search and Social Media are ubiquitous

And we are buying online – not just researching and looking

Media and technology trends

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Visited Traditional Websites (visited in an average 4 week period)



Represents a change in methodology from respondent recall to machine based measurement

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Visited Commercial and Community Websites (visited in an average 4 week period)



Represents a change in methodology from respondent recall to machine based measurement



Used or Purchased on the Internet

5.6%

44.2%

5.5%

30.7%

0%

20%

40%

60%

80%

100%

Purchased a product using the Internet in the last 4 weeks

37.6% Purchased a product using the

Internet in the last 3 months 52.5%

Ever accessed the Internet 94.5%

Ever bought on the Internet 61.9%

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3 million engaged in M-COMMERCE

In an average four week period

Base: Australian population aged 14+ who have a Smartphone as their main mobile phone

Source: Roy Morgan Research; 6 months to June 2014

13.7% of Australians have researched a product/service to buy

18.9% of Australians have purchased online using their smartphone

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64% only buy from known online retailers

Among Online shoppers

Base: Australian population aged 14+ who have a Smartphone as their main mobile phone


17.6% only buy from Australian online stores

24.7% researched a product or service online but purchased in-‐store

2424.7124.7% researched a product/service on line and then bought from a

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How is e-commerce likely to affect your brand?

E-‐commerce and brands

Some brands’ customers are right there buying online now – others have more conservaVve customers who aren’t really there yet.

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% of each Brand’s Customers who have Purchased Cosmetics Online

Base: Australian Women aged 14+ who have bought Cosmetics Source: Roy Morgan Research; 12 months to Jun 2014

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Creative/Communication Optimisation

Helix Personas™ 44

Get your message right using Helix Personas & Roy Morgan

Bus shelter surrounded by 400 Aussie Achievers • Young Families • Confident • Traditional Values

Bus shelter surrounded by 100 Leading Lifestyles and 200 Metrotechs • Wealthy • Families and Singles • Socially Aware/Progressive • Environmentally and Health Conscious

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Sports Participation

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65% of Australians regularly participated in some form of sport and leisure activity

(66% of men and 64% of women)

UnVl their 30’s women’s parVcipaVon is higher than men’s but drops below men’s in their 30’s

Base: Australian Roy Morgan Single Source 12 months June 2014



Total participated in any sport/leisure activity regularly

67%

49%

71%

44%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Under 18 18 -‐ 24 years 25 -‐ 29 years 30 -‐ 39 years 40 -‐ 49 years 50 -‐ 59 years 60 -‐ 69 years 70 -‐ 79 years 80+ years

Total par>cipated in any sport/leisure ac>vity regularly Men Women

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31% of Men and 22% of Women regularly participate in a competitive sport

Compe>>ve Sport


Marathon, triathlon, team sports eg cricket, netball, basketball

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59% of Women and 57% of Men participate regularly in non-competitive sport

Non -‐ compe>>ve Sport


Women especially ahead of men for walking for exercise, yoga, aerobics



Sports & Activities participate in regularly

51%

40%

13% 9% 10% 9% 7%

4% 1%

6% 1%

55%

49%

13% 11% 9% 5%

2% 3% 6%

1% 5%

0%

10%

20%

30%

40%

50%

60% Total Athle>c Ac>vi>e

s (in

c. W

alking

for exercise)

Walking fo

r exercise

Gym

/Weight training

Swim

ming

Jogging

Cycling

Total Fishing

Hiking/Bu

shwalking

Yoga

Golf

Aerob

ics

Men Women

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Supporters, attendees and viewers

More men support clubs and acend events, but women out-‐view men in some key areas

Sport

Discover your edge Base: Roy Morgan Single Source July 2013 – June 2014

Supporting clubs



AFL – Female Supporters (‘000)

19

45

91

91

93

97

164

168

185

201

216

242

245

264

294

306

354

404

0 50 100 150 200 250 300 350 400 450

Greater Western Sydney -‐ Giants (from Jan12)

Gold Coast -‐ Suns (from Jan11)

Melbourne -‐ Demons

North Melbourne -‐ Kangaroos

Western Bulldogs

Port Adelaide -‐ Power

St Kilda -‐ Saints

Hawthorn -‐ Hawks

Richmond -‐ Tigers

Fremantle -‐ Dockers

Geelong -‐ Cats

West Coast -‐ Eagles

Brisbane Lions

Adelaide -‐ Crows

Carlton -‐ Blues

Essendon -‐ Bombers

Collingwood -‐ Magpies

Sydney -‐ Swans



AFL – % Female Supporters

35%

35%

38%

40%

41%

43%

43%

44%

44%

44%

44%

45%

46%

46%

46%

48%

49%

49%

0% 10% 20% 30% 40% 50% 60%

Sydney -‐ Swans

Greater Western Sydney -‐ Giants (from Jan12)

Hawthorn -‐ Hawks

Brisbane Lions

Port Adelaide -‐ Power

Richmond -‐ Tigers

West Coast -‐ Eagles

Gold Coast -‐ Suns (from Jan11)

Geelong -‐ Cats

Essendon -‐ Bombers

North Melbourne -‐ Kangaroos

Western Bulldogs

Adelaide -‐ Crows

Carlton -‐ Blues

St Kilda -‐ Saints

Melbourne -‐ Demons

Fremantle -‐ Dockers

Collingwood -‐ Magpies



NRL – Female Supporters (‘000)

50

51

59

79

102

103

110

121

148

154

156

172

187

197

321

490

0 100 200 300 400 500 600

Penrith Panthers

Canberra Raiders

Sharks (Cronulla)

Sydney Roosters

Gold Coast Titans (from Oct07)

Newcastle Knights

New Zealand Warriors

Manly Warringah Sea Eagles

North Queensland Cowboys

Wests Tigers

Bulldogs (Canterbury)

Parramada Eels

South Sydney Rabbitohs (from Oct01)

St George Illawarra Dragons

Melbourne Storm

Brisbane Broncos



NRL – % Female Supporters

29%

31%

34%

35%

35%

35%

37%

40%

40%

41%

41%

44%

45%

45%

49%

49%

0% 10% 20% 30% 40% 50% 60%

Canberra Raiders

Sydney Roosters

Penrith Panthers

Sharks (Cronulla)

Manly Warringah Sea Eagles

Melbourne Storm

Parramada Eels

St George Illawarra Dragons

Wests Tigers

South Sydney Rabbitohs (from Oct01)

North Queensland Cowboys

Bulldogs (Canterbury)

Brisbane Broncos

Newcastle Knights

New Zealand Warriors

Gold Coast Titans (from Oct07)



A-League – Female Supporters (‘000)

10

52

64

68

77

81

85

111

132

204

0 50 100 150 200 250

Wellington Phoenix (from Oct07)

Melbourne Heart (from Jul10)

Central Coast Mariners

Newcastle Jets

Perth Glory

Western Sydney Wanderers FC (from Apr13)

Adelaide United

Sydney FC

Melbourne Victory

Brisbane Roar



A-League – % Female Supporters

24%

27%

27%

28%

28%

32%

36%

37%

39%

40%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Wellington Phoenix (from Oct07)

Perth Glory

Western Sydney Wanderers FC (from Apr13)

Sydney FC

Melbourne Victory

Adelaide United

Brisbane Roar

Central Coast Mariners

Newcastle Jets

Melbourne Heart (from Jul10)


Professional sports been to in the last 12 months


Sports always or occasionally watch

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Helix Personas

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Don’t forget the sweet tooths

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% of people who buy lollies in average four weeks

Base: Roy Morgan Single Source July 2013 – June 2014

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% of regular team sports players who buy lollies in average four weeks

Base: Roy Morgan Single Source July 2013 – June 2014

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Summary

Michele Levine - Roy Morgan Research - Demographic changes impacting the way you market and promote...

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Transcript of Michele Levine - Roy Morgan Research - Demographic changes impacting the way you market and promote...