There are currently more than 15.6 million drivers on our roads, an increase of 1.4 million in the last five years alone. Recent findings by Roy Morgan Research indicate that the average Australian household has approximately 1.9 vehicles per residence, which obviously means some households have less than that (or none) while others have considerably more. So who are these multi-car households?
Roy Morgan’s new profiling tool Helix Personas has identified family-focused, outer-suburban Aussie Achievers as having more cars per household than any other Helix Community. Indeed, 11.6% of Aussie Achiever households have four or more cars: the highest proportion of the seven Helix communities.
At the other end of the spectrum, city-dwelling, public-transport-using Metrotechs have the smallest average number of vehicles per household (1.41), with 14.5% having no car at all — well above the national average (5.6%) for carless households.
Average number of vehicles per household by Helix Community
Source: Roy Morgan Single Source (Australia): September 2012 – August 2013, n = 49,668
Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says:
“Over the last decade, the average number of vehicles in Australian households has remained relatively stable, while the number of drivers has increased by more than 10%.
“Aussie Achievers is the Helix Community most likely to have multi-vehicle households, which is not surprising given that almost 90% are drivers – well above the national average (82%). Importantly for manufacturers and dealers, Aussie Achievers are also more likely than the average Australian to have bought their current cars new, and more likely to drive cars that are less than 10 years old.
“What’s more, when it comes to buying another new car, they’re 22% likelier to currently be in the market – with KIA, Suzuki, Nissan and Ford the brands most likely to be on their shopping lists.
“Accounting for 9.3% of the Australian population, Aussie Achievers typically live in the outer suburbs of capital cities or in rural centres such as Bendigo or Newcastle. Automotive brands looking to target this Community need to be aware that there are four distinct Personas within the Community – each with varying brand preferences.”
Where are Aussie Achievers located?
Source: Helix Personas by Roy Morgan Research
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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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