Boomtown Study: Regional Aussies Are Happier Than Their Metro Counterparts

Boomtown Study: Regional Aussies Are Happier Than Their Metro Counterparts
B&T Magazine
Edited by B&T Magazine

Regional Australians are happier and more content than their metro counterparts, regardless of the pandemic, according to the new Boomtown Mood Monitor released today.

The bi-annual study tracks the moods and concerns of regional Aussies from pre-COVID in 2019 to the present day, and how these ‘Boomtown residents’ are alike or differ from their metro counterparts.

The study found 55 per cent of Boomtown residents feel happier and more positive despite living through two years of COVID-19 and rolling lockdowns, with a 6 percent uplift between October 2020 and 2021 alone.

The Monitor also found half (47 per cent) of regional Aussies are saving for an important purchase, including 36 per cent saving for a house (up 13 per cent since pre-COVID) and another 42 per cent saving for a domestic holiday.

A further 27 per cent of Boomtown residents say they’re ready to spend on big ticket items like a house, car, or holiday, within the next six months.

“Hey, guess what? Happy people spend more on the things they want and need!” said Boomtown chairman and SCA chief sales officer, Brian Gallagher (main photo).

“In this study we’ve gone all ‘researchy’ on the bleeding obvious, but it’s also obvious to connect these dots: Boomtown populations have plenty of disposable income and they are not afraid to spend it.

“The new Boomtown Mood Monitor allows us to predict behavioural trends to enable brands to capitalise on the 9.1 million regional Aussies who are looking to spend on travel, real estate, automotive and retirement planning in particular.”

The regional housing market is also growing, with some regions recording over 30 per cent growth.

That said, the Monitor found housing affordability is still a significant concern, up 10 per cent since last year. More than four-in-five regional Aussies believe housing prices are over-inflated.

However, retiring financially secure is still the major concern for regional Australians, with 54 per cent worried about their future.

Regional Aussies are also more concerned about paying bills (36 per cent), affording groceries (23 per cent) and petrol (23 per cent), but these concerns have declined year on year.

On a more uplifting note, positive sentiment about the economy is growing, as well as a more upbeat outlook as the year comes to a close, with almost two-in-three regional Aussies feeling confident about their job security and an overwhelming 95 per cent of Boomtown residents intending to stay put.

This study follows the recent Boomtown Summer Study which found 4.7 million, or 79 per cent of metro summer travellers, will be heading to Boomtown this Christmas and New Year, an increase of 12 per cent year on year. 

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