What Makes Australians Tick? (Insights into the Australian consumer)

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What Makes Australians Tick?(Insights into
the Australian consumer)

• Selections from a presentation to
• Photo Imaging Council Australia
• By William Burlace
• Roy Morgan Research
• April 2003

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Roy Morgan Research

• Australias largest independent market research
  company
• Roy Morgan Single Source, Morgan Gallup Poll, etc
• blue chip clients in readership, finance,
  automotive, tourism, retail, government, media,
  etc
• information used by Reserve Bank, Productivity
  Commission Draft Report on Broadcasting ,
  Financial Systems (Wallis) Inquiry, etc
• also collecting data in US, UK, New Zealand
• 60 years experience - talking to and
  understanding Australians
• what they eat, drink, drive, watch, read, buy
• where they live, shop, holiday
• how much they save and spend
• how they view the world and who they will vote
  for
• around 1150 interviews across Australia every
  weekend

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Media consumption changes 1994 - 2002
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Roy Morgan Consumer Confidence rating
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Things on which we agree

• AGREE
• 91 I consider myself an Australian
• 90 Im very proud of my family
• 82 I like to take holidays within Australia
• 77 Im optimistic about the future
• 76 Health food is not necessary if you eat
  properly
• 75 I believe quality is more important than
  price
• 71 I live a full and busy life
• 71 I prefer to holiday where I can see nature
  or be in a natural setting

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Things we agree (not) on

• (DIS)AGREE
• 75 Im (not) more interested in my job than my
  house
• 74 Freedom is (not) more important than the law
• 73 I (dont) feel comfortable giving my credit
  card details over the net
• 73 I will (not) buy a product because of the
  label
• 73 Threats to the environment are (not)
  exaggerated

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Elements of concern

• AGREE
• 89 If we dont act now well never control our
  environmental problems
• 88 I think the gap between rich and poor is
  growing
• 81 I prefer to invest in something with a safe
  return
• 75 I really want to enjoy things now because I
  dont know what the future will bring
• 73 Crime is a growing problem in my community
• 71 I go out now less than I used to

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Things on which we polarise(ie, as many agree as
disagree)

• The Australian economy appears to be improving
• The Government is doing a good job running the
  country
• I feel less safe than I used to
• I dont buy luxuries any more
• I wont buy genetically modified food if I can
  help it
• I enjoy grocery shopping

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Some considerations

• Humans dont live in the real world
  
• we live in a world framed and interpreted by our
  own perceptions
• The key to managing change is understanding the
  way the unchanging operates

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Communication
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Perception

• What matters is not what your communications do
  to your audience, but what your audience does
  with those communications
• Successful brands understand the way they are
  perceived and thus the people who perceive them
• We need to understand the world from the point of
  view of those with whom we seek to have a
  relationship

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For more information, visit our
websitewww.roymorgan.com