Friday, March 15th, 2013 - Roy Morgan Research

As revheads and speed demons across the country gear up for this week’s Formula 1 Rolex Australian Grand Prix, Roy Morgan Research shines a spotlight on the typical motorsport fan: what they like, what they think … and whether they really believe it’s possible to judge a person by the car they drive.

As revheads and speed demons across the country gear up for this week’s Formula 1 Rolex Australian Grand Prix, Roy Morgan Research shines a spotlight on the typical motorsport fan: what they like, what they think … and whether they really believe it’s possible to judge a person by the car they drive.

According to our latest data, nearly 3 million Australians aged 14+ identify themselves as Formula 1 viewers, “almost always” watching the Grand Prix on TV — of these, 74% are men and 26% women. Close to 530,000 Australians report having attended a professional motorsport event in the last 12 months, 76% of them men and 24% women.

State by state

Considering the Australian Grand Prix takes place in Melbourne, it’s no surprise the largest proportion of Formula 1 TV viewers (30%) is in Victoria. NSW is not far behind with 27%, while South Australia comprises 9% of Formula 1 viewers – a relatively high proportion given the state’s low population.

The two age groups most likely to view the Grand Prix on TV or attend a motorsport event are the 35-49 bracket (comprising 30% of TV viewers and 33% of spectators) and those aged 50-64 (27% and 25% respectively).


Formula 1 viewers by gender, age and states


Base: Australians 14+.  Source: Roy Morgan Single Source (Australia), January 2012-December 2012, n=3194.
 

Vital stats

Compared to the average Australian, Formula 1 viewers are:

- 28% more likely to have a professional occupation or be a manager

- 23% more likely to be ‘big spenders’

- 16% more likely to love doing as many sports as possible

- 17% more likely to believe that threats to the environment are exaggerated

- 40% more likely to read the business section of the newspaper

- 30% more likely to have gone to the pub for a drink in the last three months

- 32% less likely to be vegetarian

- 19% less likely to enjoy clothes shopping

People who attended a motorsport event in the last 12 months are:

- 81% more likely than the average Australian to earn $100k+ per annum

- 51% more likely to be ‘big spenders’

- 25% more likely to distrust the Australian Government

- 21% more likely to believe that threats to the environment are exaggerated

- 26% more likely to be worried about interest rates at the moment

- 23% more likely to enjoy going away for the weekend

- 57% less likely to be vegetarian

- 36% less likely to believe a percentage of everyone’s income should go to charity

Four wheels, one conclusion

And so the million-dollar question remains: is it possible to judge someone by the kind of car they drive?

On this subject, Formula 1 TV viewers and motorsport spectators couldn’t be more consistent: both groups are 20% more likely than the average Australian to agree with the statement ‘You can tell a type of person by the type of car they drive’.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“From a dirt track race on Phillip Island back in 1928, to the first race of the annual Formula 1 World Championship season, the Australian Grand Prix has undergone many changes. As it has grown and gained more exposure, its commercial clout has increased exponentially.

“This year’s major event partner, Rolex, would surely have researched the audience they will be reaching by sponsoring this event; smaller and potential sponsors would also benefit from an in-depth understanding of the kind of people who watch Formula 1 on TV and attend motorsport events so they can tailor their marketing communications accordingly.”

Contact Profile

Roy Morgan Research


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.
Alex Dalidakis
P: +61 3 9224 5209
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W: www.roymorgan.com

Samantha Wilson

P: (03) 9629 3268

Keywords

The Australian Grand Prix, Grand Prix

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