State of the Nation Australia s Changing Demographics Presented at the ACCORD Cosmetic and Personal Care Conference 2010 by Michele Levine CEO Roy Morgan Research September 30, 2010 Click here to watch a streaming Video of the Presentation
What worries you about a Prime Minister? A PM who is a woman 6% A PM who doesn t believe in God 22% Not married, living in defacto relationship 15% A Catholic Prime Minister 9% Prime Minister who has conservative values in relation to such things as abortion and stem cell research 43% 2010 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client s institution. 2
Issues Facing the World and Australia Most Important Issues Facing Australia 60 Economic 40 (%) 20 0 21% 15% 14% Nov05 Apr-06 Mar-08 Nov-08 Environmental May-09 Nov-09 Feb-10 Terrorism Jun-10 Sep-10 24% 2 4% Source: Roy Morgan Research *Roy Morgan Nationwide telephone poll (n=649) September 15/16, 2010; Aust. Population 14+ 4
Most Important Issues Facing Australia 60 Economic 40 (%) 20 0 21% 15% 14% 13% Nov05 Apr-06 Mar-08 Nov-08 Environmental May-09 Government, Political, and Human Rights Nov-09 Feb-10 Terrorism Jun-10 Sep-10 26% 24% 2 4% Source: Roy Morgan Research *Roy Morgan Nationwide telephone poll (n=649) September 15/16, 2010; Aust. Population 14+ 5
Key Areas of Change Society....................................... Technology................................... Economy..................................... Political...................................... Environment.................................. 6
SOCIETY % in Each Age Group 4 50 and over 38.5% 33.7% 3 28. 35-49 26.2% 2 1 19.3% 19. 14-24 18.2% 25-34 17.2% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 7
SOCIETY % with a Degree 3 25% 2 15% 14.7% 1 5% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. All Australians 14+ with Degree 24.7% 8
SOCIETY Country of Birth 12% 76.7% Australia (RHS) 72. 8 1 Asia (LHS) 10. 7 6 8% 7.9% 5 6% 6 % UK/Ireland (LHS) 6.8% 4 4% 2% 4.2% 2. Europe (excl.uk/ireland) (LHS) 4.5% New Zealand (LHS) 2.7% 3 2 1 Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 10
SOCIETY % Consider themselves Progressive and Attracted to New Things and New Ideas 5 4 32.1% Progressive viewpoint on social issues and social trends 35.5% 3 28.2% Attracted to new things and new ideas 34. 2 1 Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 11
SOCIETY Progressive Attitudes 5 Homosexual couples should be allowed to adopt children 46.3% 4 37.1% 3 32. 23.2% 2 1 Computers and technology give me more control over my life Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 12
SOCIETY % Participate Sport/Exercise 6 Did some formal exercise (e.g. gym etc.) 46.2% 4 38.9% 32. 2 Played a sport 23.6% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 13
SOCIETY % Participating in Other Leisure Activities 8 71.3% Used a computer at home 78.6% 6 4 2 50.2% 50.1% 48.1% 18.7% 13.6% Entertained friends/relatives 64.8% Saw a movie 47. Took a day trip in a car 41. Went to an art gallery, museum, or antique exhibition 19. Went to professional sports events (eg. cricket, football) 12.8% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 14
TECHNOLOGY % with Major Types of Telecommunications 10 Have home phone connected 8 96. Main user of a mobile phone 84.8% 83.5% 77.1% 6 65.9% 4 2 40.3% 29.3% 19.2% Have Internet connection at home 1.4% Have Broadband service at home Subscribe to Pay TV at home 24.6% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 15
TECHNOLOGY % using Major Media Types 10 8 6 94.5% 88.9% 84.9% 73.2% 55.3% Newspapers 70.3% Internet Addressed Mail TV 92.3% Magazines 79.6% 77.1% 72.4% 71.1% Radio 61.6% 4 2 35.3% 29.8% 8.3% Local/Community Newspapers 42.3% Cinema 29.2% Pay TV 19.6% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 16
TECHNOLOGY % using Major Media Types - Increasing/Remaining Steady 10 94.5% TV 92.3% 8 Internet 77.1% 70.3% Addressed Mail 71.1% 6 4 2 35.3% 29.8% Cinema 29.2% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 17
TECHNOLOGY % using Major Media Types- Declining 10 8 88.9% 84.9% 73.2% Magazines 79.6% Newspapers 72.4% 6 55.3% Radio 61.6% 4 2 8.3% Local/Community Newspapers 42.3% Pay TV 19.6% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 18
TECHNOLOGY % Visited Traditional Website in Last 4 Weeks 8 Search 72.6% 6 Portals 72.3% Email 58. 43.9% 45.4% 4 2 34.5% 27.5% 15.2% Directories Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 19
TECHNOLOGY % Visited Commercial and Community Website in Last 4 Weeks 5 Online Communities & Messaging Sites 49.7% 4 39.9% 3 Banking Sites 32.6% 2 1 19. 14.6% 12.8% 4.9% 4.1% News Real Estate and Renovation 28.1% Online Auctions 17.9% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 20
TECHNOLOGY % Visited Online Community or Messaging Website in Last 4 Weeks 4 Facebook 38% 3 2 26.6% 1 Windows Live (ninemsn) Messenger Yahoo!7 Messenger 10.9% 3. 8.2% 3.5% Myspace 2.2% 0.3% Twitter 3.5% YouTube 18.2% 4.6% 3.7% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 21
TECHNOLOGY % Internet Use Frequency 6 5 More than once a day 50.2% 4 3 2 1 10.8% 7.2% 6.7% 3.1% Once a day 11.3% A few times a week 11.2% Once a week 1.7% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 22
TECHNOLOGY % Using Major Banking Channels in the Last 4 Weeks 10 8 Used an ATM 76.6% 60.7% 6 60.6% Visited any Branch 45.1% 4 2 16.5% 0.5% 43.6% Used Internet to conduct Banking Used Phone Banking 19. Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 23
TECHNOLOGY % Used or Purchased on the Internet 10 Ever accessed the Internet 88.7% 8 6 Ever bought on the Internet 49.2% 4 2 44.2% 5.6% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average 24
ECONOMY % of people in Employment 7 6 55.7% (8.3mill) Proportion of population employed 59.9% (10.7 mill) 5 4 Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 25
ECONOMY % of people in Employment 7 Proportion of men employed 66.8% (5.9 mill) 63.6% (4.7mill) 6 Proportion of women employed 53.2% (4.8 mill) 5 4 48. (3.6 mill) Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 26
ECONOMY Roy Morgan Consumer Confidence Long Term Trend 140 130 Australian RMCC - Trend Line Peak RMCC - 133.2 (January 2005) December 2007 RMCC - 126.8 120 110 100 90 80 70 Jan-99 October 1999 RMCC - 119.6 Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 September 2010, RMCC - 123.5 Jan-08 Jan-09 Jan-10 Sep-10 Base Aust Population aged 14+; Source: Roy Morgan Research. 27
ECONOMY Total Superannuation Assets 1,400 1,200 1,000 800 600 400 200 $245 bn - Source: APRA $1,258 bn Mar-10 Total Superannuation Assets ($billion) 28 Jun 96 Jun 97 Jun-08 Jun-09 $bn
10 8 6 ENVIRONMENT % Agree with Following Environmental Statements and Actions 80. 63. 88.8% I try to recycle everything I can 87.8% If we don't act now we'll never control our environmental problems 79.1% At heart I'm an environmentalist 64.8% Statements 10 8 6 62.4% 'Environmentally friendly' products are overpriced 70.5% 4 4 Threats to the environment are exaggerated 33.6% 23. 2 2 25% 2 15% 1 5% 19.6% 19.5% For my next holiday, I'd really like a total ecotourism experience 20.3% I avoid staying at accommodation that does not 17.5% have genuine environmental policies Actions 7 6 5 4 3 2 1 24.3% 32.9% I would seriously consider buying a hybrid vehicle (petrol and electric) 31.3% 50.7% 41.8% I would seriously consider buying a diesel vehicle I am interested in buying a high performance car 18.2% Base Aust Population aged 14+; Source: Roy Morgan Research; 12 month moving average. 29
USAGE OF COSMETICS AND SKIN CARE 72% Women use Cosmetics (6.5 Million Women aged 14+) 75% Women use Skincare (6.8 Million Women aged 14+) 9% of Men use Cosmetics (830,000 Males aged 14+) 32% Men use Skincare (2.8 Million Males aged 14+) Source: Roy Morgan Single Source Jul09-Jun10 Base: Women used cosmetics (n=7680) Women used Skincare (n=8042) Men used cosmetics (n=707) Men used Skincare (n=2406) 30
FEMALE SKIN CARE When purchasing skin care products which are important to you? Moisturising Benefits Value for Money 53% 61% Sun Protection Factor (SPF) 43% Not Tested on Animals 4 Quality Brand 35% Hypo-allergenic 35% Anti-aging Benefits 33% Gentleness Proven Benefits Made in Australia Reputation of Brand Oil Control Benefits Recommended by Friends/Family Anti-acne Benefits Recommendation by Beauty Professional Technologically Advanced Adv ertising 3% 6% 9% 32% 3 23% 19% 19% 17% 17% Packaging 3% 1 2 3 4 5 6 7 Source: Roy Morgan Single Source Jul09-Jun10 Base: Women used cosmetics (n=7680) Women used Skincare (n=8042) Men used cosmetics (n=707) Men used Skincare (n=2406) 31
FEMALE COSMETICS When purchasing skin care products which are important to you? Value for Money Natural Look Sun Protection Factor (SPF) Not Tested on Animals Quality Brand Ease of Application Moisturising Benefits Longwearing Anti-aging Benefits Hypo-allergenic Reputation of Brand Proven Benefits Made in Australia Range of Colours Recommended by Friends/Family Oil Control Benefits Glamorous Look Recommendation by Make-Up Artist Technologically Advanced Advertising Packaging 4 37% 33% 31% 31% 29% 27% 26% 24% 19% 19% 19% 15% 15% 1 6% 5% 4% 3% 47% 55% 1 2 3 4 5 6 Source: Roy Morgan Single Source Jul09-Jun10 Base: Women used cosmetics (n=7680) Women used Skincare (n=8042) Men used cosmetics (n=707) Men used Skincare (n=2406) 32
COSMETICS - indexed to Females under 50 When purchasing cosmetics which are important to you? Longwearing Quality Brand Range of Colours Advertising Packaging Glamorous Look Oil Control Benefits Recommendation by Make- Up Artist Recommended by Friends/Family Made in Australia Moisturising Benefits Anti-aging Benefits Reputation of Brand Technologically Advanced Natural Look Proven Benefits Not Tested on Animals Value for Money Sun Protection Factor (SPF) Hypo-allergenic Ease of Application 40 60 80 100 120 140 160 Source: Roy Morgan Single Source Jul09-Jun10 Base: Women used cosmetics (n=7680) Women used Skincare (n=8042) Men used cosmetics (n=707) Men used Skincare (n=2406) 33
MALE SKIN CARE When purchasing skin care products which are important to you? Moisturising Benefits Value for Money Sun Protection Factor (SPF) 36% 35% 51% Quality Brand Proven Benefits 28% 25% Made in Australia 19% Not Tested on Animals 16% Recommended by Friends/Family 16% Anti-acne Benefits Hypo-allergenic Reputation of Brand Gentleness Anti-aging Benefits Oil Control Benefits Technologically Advanced Recommendation by Beauty Professional Adv ertising 4% 4% 4% 16% 13% 13% 12% 12% 9% Packaging 2% 1 2 3 4 5 6 Source: Roy Morgan Single Source Jul09-Jun10 Base: Women used cosmetics (n=7680) Women used Skincare (n=8042) Men used cosmetics (n=707) Men used Skincare (n=2406) 34
MEDIA MOST USEFUL Which one media source would you find most useful for providing information when purchasing or selecting cosmetics or toiletries? Catalogues 46% Magazines 14% Internet 9% All respondents Television 6% Newspapers 4% Yellow Pages 1% Radio 1% 1 2 3 4 5 Source: Roy Morgan Single Source Jul09-Jun10 Base: All respondents 14+ (n=18967) 35
MEDIA MOST USEFUL Which one media source would you find most useful for providing information when purchasing or selecting cosmetics or toiletries? Catalogues 42% 51% Magazines 1 17% Internet 8% 11% Television Newspapers Yellow Pages Radio 6% 5% 5% 3% 1% 1% 1% Men Women Male/Female 1 2 3 4 5 Source: Roy Morgan Single Source Jul09-Jun10 Base: Women (n=10830) Men (n=8137) 36
Trusted advisers for Skincare & Beauty products Q Friends/Family ask my advice about? 5 45% 4 35% 3 25% 2 15% 1 12% 36% 32% 26% 12% of people have their advice sought for Skincare and Beauty products. (4% of Men and 2 of Women) 22% 22% 22% 22% 21% 19% 19% 19% 18% 17% 17% 17% 17% 16% 13% 12% 11% 1 5% Buying skin care and beauty products Eating out at restaurants Planning a holiday or trip Buying a car Buying home entertainment or electronics Buying books Information on health and nutrition Buying computers or computer equipment Buying CDs or DVDs Information on home renovations Buying mobile phones Signing up to an Internet provider Buying new food products Decorating ideas for the home Buying fashion and looking good Information on finance and investments Buying small electrical appliances Buying computer/console games Buying large kitchen and/or laundry appliances Selecting a new diet Buying new supermarket (non-food) products Buying sporting equipment or apparel Source: Roy Morgan Single Source Jul09-Jun10 Base: Women (n=10830) Men (n=8137) 37
Info Seekers for Skincare & Beauty products Q I ask Friends/Family for advice about? 5 45% 4 35% 3 49% 49% 45% 41% 36% 19% of people seek advice from friends or family for Skincare and Beauty products. 31% 3 3 29% (13% of Men and 25% of Women) 24% 25% 24% 24% 23% 22% 21% 2 19% 2 19% 2 15% 15% 14% 15% 1 5% 38 Buying skin care and beauty products Buying a car Eating out at restaurants Planning a holiday or trip Buying computers or computer equipment Buying home entertainment or electronics Information on finance and investments Buying mobile phones Information on home renovations Signing up to an Internet provider Buying fashion and looking good Decorating ideas for the home Buying large kitchen and/or laundry appliances Buying computer/console games Information on health and nutrition Buying CDs or DVDs Buying small electrical appliances Buying new food products Buying books Selecting a new diet Buying sporting equipment or apparel Buying new supermarket (non-food) products Source: Roy Morgan Single Source Jul09-Jun10 Base: Women (n=10830) Men (n=8137)
Discussed Skincare & Beauty products Q Friends/Family ask my advice about or I ask Friends/Family for advice about 8 26% of people are talking about Skincare and Beauty products. 7 6 63% 61% 58% 55% (16% of Men and 37% of Women) 5 4 3 2 49% 37% 3 22% 22% 43% 41% 41% 41% 35% 33% 33% 33% 32% 32% 31% 26% 24% 1 39 Buying skin care and beauty products Buying a car Eating out at restaurants Planning a holiday or trip Buying computers or computer equipment Buying home entertainment or electronics Buying mobile phones Signing up to an Internet provider Information on finance and investments Information on home renovations Information on health and nutrition Decorating ideas for the home Buying fashion and looking good Buying books Buying CDs or DVDs Buying computer/console games Buying large kitchen and/or laundry appliances Buying small electrical appliances Buying new food products Selecting a new diet Buying sporting equipment or apparel Buying new supermarket (non-food) products Source: Roy Morgan Single Source Jul09-Jun10 Base: Women (n=10830) Men (n=8137)
Social networking - Purchasers of each brand 5 45% 4 35% 3 25% 2 46% 46% 41% 41% 37% 34% 31% 31% 31% 29% 27% 25% 26% 24% 23% 23% 21% 21% 2 15% 1 5% 40 Australian Population 14+ Women Cosmetics purchasers The Body Shop Napoleon MAC Australis Covergirl Max Factor Maybelline Nutrimetics L'Oréal Rimmel Revlon Lancôme Natio Avon Clinique Estée Lauder 46% of Napoleon buyers have used Facebook or Myspace in the last 4 weeks Avon Buyers are less likely to have used Facebook or Myspace in the last 4 weeks Source: Roy Morgan Single Source Apr 09 Mar 10
12% 1 8% 6% 4% 2% 3.4% 11.6% 10.7% 10. 6.3% 5.6% Sporting Equipment Electrical Goods Perfume/Cosmetics or Aftershave Proportion of spend online 41 All products CD's/DVD's/Hi-fi Accessories Books % of dollars spent as a proportion of total retail dollars within that category 3.4% of the spend on all Retail products in the last 4 weeks was spent online Source: Roy Morgan Single Source Jul 09 Base: Total bought any commodity in the 4 weeks (aged 14+) n=15029 5.6% of the spend on perfumes/cosmetics or aftershave in the last 4 weeks was spent online
For further information: Michele Levine, Chief Executive Officer Michele.Levine@roymorgan.com ph: +61 (03) 9224 5215; m: +61 411 129 093 Or visit www.roymorganonlinestore.com 42
State of the Nation Australia s Changing Demographics Presented at the ACCORD Cosmetic and personal Care Conference 2010 by Michele Levine CEO Roy Morgan Research September 30, 2010 43