In the three months to January 2013, 44% of Kiwis 14+ (1.6 million) took at least one day trip in a car – down from 52% a decade ago.
With belt-tightening still the norm, fewer New Zealanders are taking day trips than they used to, the latest Roy Morgan Single Source Survey shows.
In the three months to January 2013, 44% of Kiwis 14_ (1.6 million) took at least one day trip in a car – down from 52% a decade ago.
The 8% point decrease mirrors a rise over the period in the proportion of New Zealanders who have recently cut down on spending: from 57% in early 2003 to 65% now.
The popularity of day trips has continued to fall despite budget-conscious attitudes relaxing slightly after reaching almost 70% in 2009, suggesting that day trips are also a casualty of the overall trends toward indoor leisure, personal rather than group entertainment and computer-based gaming and socialising.
Across the Tasman, the proportion of Australians taking day trips in the car is also at a decade low: 37%, down from 44% in 2003, with 67% reporting recent cuts to personal spending.
Pip Elliott, General Manager, Roy Morgan Research NZ, says:
“10 years ago more than half of New Zealanders aged 14+ took at least one day trip in a car in an average three month period, but this has declined 8% points as Kiwis tightened their belts in the wake of the GFC and continues to fall despite a reduction in the proportion of us worried about our spending.
“However shorter distances—and arguably more to see along the way—mean New Zealanders are still more likely to take a drive than Australians, despite similar attitudes to spending.”
Source: Roy Morgan Single Source (New Zealand) February 2002 — January 2013, average annual sample n = 11,956
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.
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