There are almost 300,000 more One Tonne Ute drivers on Australian roads today than five years ago, the latest Roy Morgan automotive data shows. In 2013 Australians are over a third more likely to be driving one of these vehicles than they were in 2008.
As interest in one-tonners has grown, the profile of their average driver has also changed. In 2008, around one in five one tonne ute drivers earned over $70,000 per year (28% more likely than the average motorist); today, more than one in three do (46% above the average).
Five years ago, 1T ute drivers were less likely than the average driver to self-classify as Big Spenders—they are now more likely. They were more likely to have read a newspaper in an average week—now they are less likely.
And while drivers of one tonne utes remain less likely than average to be heavy internet users (over 15 hours a week), the gap has nearly halved.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“These are only a few of the changes to the profile of the average one tonne ute driver over the past five years. It is notable that some of the biggest changes have been in these areas of income/expenditure and media consumption, which often indicate or trigger many other demographic and lifestyle shifts.
“One tonne offerings have been enhanced with improved interior features and styling, attracting a more sophisticated buyer. The rise in popularity of One Tonne Utes is reflected in VFACTS monthly sales data with models such as Nissan Navara and Toyota Hilux consistently rating in top 10.”
Source: Roy Morgan Single Source (Australia): One Tonne Utes March 2007 – February 2008 & March 2012 – February 2013, n =3846
Source: Roy Morgan Single Source (Australia): All drivers March 2007 – February 2008 & March 2012 – February 2013, n = 84653
Base: All Australian drivers 14+
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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