Wednesday, May 23rd, 2012 - Roy Morgan Research
The Roy Morgan State of the Nation Report 11, which includes a focus on rural Australia, has uncovered interesting data on the health of those living in the country. Compared to those living in cities, they are more likely to consume alcohol, smoke cigarettes and be overweight and obese.
 
In the twelve months to March 2012, 72.2% of those living in country areas drunk alcohol in an average four week period, compared with 68% of city residents. Beer, spirits and RTDs were all more popular in the country, whereas wine and cider were consumed by a higher proportion of city dwellers.


Alcohol Consumption in Country and City Areas


Source: Roy Morgan Research Single Source, Apr 11 – Mar 12, City n = 30,042, Country n = 20,734.


Smoking rates also tended to be higher among country residents with 22.5% having smoked in an average four week period in the twelve months to March 2012. This compares with 18.1% for those living in a city.


Smoking Prevalence for Country and City Areas


Source: Roy Morgan Research Single Source, Apr 11 – Mar 12, City n = 30,042, Country n = 20,734.


When looking at the Body Mass Index of those from the two regions, we see that 31.3% of country residents are deemed an acceptable weight, compared with 37.8% of those in the city. As well as this difference, country residents were slightly more likely to be overweight (35.3%) than those in the city (34.8%), and also obese (country 31.3%, city 24.6%).


Body Mass Index of those in Country and City Areas


Source: Roy Morgan Research Single Source, Apr 11 – Mar 12, City n = 10,987, Country n = 8,049.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:
 
“The increased prevalence of smoking, drinking, and a larger body mass among country residents is concerning given the reduced medical services available in rural areas. Although, as  part of the focus on rural Australia, a Morgan Poll telephone survey on country residents found that only 5% considered health to be the most important issue facing Australia today.

“The State of the Nation report also identified reduced participation in sport and exercise for country residents compared to those in the city, as well as less agreement with healthy eating attitudes, such as thinking about calorie consumption and concern for cholesterol levels.”

The latest detailed Roy Morgan Australian State of the Nation Report 11 – Focus on Rural Australia is available.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
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Compared to those living in cities, country dwellers are more likely to consume alcohol, smoke cigarettes and be overweight and obese.

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