Revealed: What Aussies Want More Of In Their Lives (Family Time Takes Top Spot)

Revealed: What Aussies Want More Of In Their Lives (Family Time Takes Top Spot)
SHARE
THIS



With the technology boom providing more ways than ever for people to occupy their free time, across Australia, consumers are looking to go back to basics and spend more time with their loved ones.

According to new research from global market intelligence agency Mintel, over half (51 per cent) of metro consumers in Australia aspire to spend more time with their family over the coming year, rising to 60 per cent of metro Australians with three or more family members in the household. This makes spending more time with family the leading personal goal of today’s Australians.           

While family time is important, so too is spending longer periods away from the office. Mintel research reveals that close to two in five (38 per cent) Australians hope to achieve a better work-life balance in the coming year.

Leaving aside spending more time with family and achieving a better work-life balance, metro Australians wish to have healthier diets (48 per cent), to exercise more (47 per cent), and to get their household finances in order (43 per cent) rounding out Australian consumers’ list of the top five personal goals for the coming year.

Jane Barnett, head of insights, South APAC at Mintel, said: “New technology has created inescapable levels of connectivity and exposure, and it seems Australians are losing touch with the physical world. Today’s fast-paced environment has resulted in Australians spending less time with their families a social issue that they are now looking to tackle. Technology has revolutionised the way people live, and in many aspects, has played a major role in the speed up of life. Consumers’ heavy reliance on technology has caused a reduction in quality time spent with loved ones, even in the home environment. They are now looking to ‘switch off’ and have the chance to reconnect with the physical world.”

Indeed, like many other parts of the world, Australia is home to a population of technology addicts. Over four in five (82 per cent) metro Australians own a smartphone, while over half (56 per cent) say they own a notepad or tablet PC.

Females are seemingly heavier users of mobile technology in comparison to males, as 83 per cent of metro Australian females own a smartphone, while 79 per cent of males own the device. In addition, 59 per cent of female Australians own a notepad or tablet PC, compared to 51 per cent of males who claim the same.

With such high usage of technology, it seems consumers are looking to break away from their electronic devices and restore more mindfulness. As many as 41 per cent of metro Australians believe that achieving a work-life balance is a top contributing factor for having a healthy mental state.           

Reflecting a shift to more in-home entertainment and activities among Australian consumers, Mintel research reveals one in three (33 per cent) metro Australians have spent less on leisure or entertainment activities, such as movies, clubs, concerts, or theatres, compared to a year ago. What’s more, 31 per cent of metro Australians say it is not a priority for them to go out more in the coming year.

“There are opportunities for more initiatives that encourage consumers to put down their devices and interact with those around them, in order to help them feel like they are sharing quality time with their family. Today, brands are challenged to encourage interaction more effectively. Our research indicates that an ease of access to in-home entertainment could be a key contributor in supporting this. Brands need to look at how their products can fit into the in-home activity space, as well as bring a sense of connection. Products that can be shared across the family and brands with strong family heritage are perfectly aligned to play on this consumer need. For brands looking to cultivate a loyal community of consumers, it is important to remember that behind the device, the handle, the email address, or profile picture, there is a person start with what matters most to them,” Barnett concludes.

Please login with linkedin to comment

Mintel

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine