Of the 11.5 million people (aged 14+) living in Sydney, Melbourne, Brisbane, Perth or Adelaide, 3.75 million (32.4%) of them are renters—and almost 300,000 of these renters (7.9%) intend to buy a new or established house in the next year.
Roy Morgan Research interviewed almost 20,000 mainland state capital renters in the two years to September 2013 and discovered that while 42% of renters read community newspapers in an average week, this jumps to 48% among those who intend to buy a house in the next 12 months.
The highest proportional rise is among Sydney renters, who are 19% more likely to read a community newspaper once they intend to buy a house. Melbourne’s renters are 15% more likely; Perth’s and Adelaide’s are 14% more likely. Only in Brisbane is there no increase in the readership of local newspapers among potential home-buyers.
Over half of house-hunting renters in Sydney, Perth and Adelaide read community newspapers.
Readership of community newspapers: House-hunting renters vs renter average:
Source: Roy Morgan Single Source (Australia), October 2011 – September 2013, n=19,560 renters 14+ in Sydney, Melbourne, Brisbane, Adelaide and Perth.
Perth’s renters are the most likely to be planning to buy a house this year (10.7%), followed by Melbourne (9.4%), Adelaide (9.1%), Brisbane (7.0%) and Sydney (5.9%).
Even though Sydney contains the highest number of renters overall (1.26 million), Melbourne has the most house-hunting renters: over 100,000 compared with Sydney’s 74,000.
Michele Levine, CEO, Roy Morgan Research, says:
“Community Newspapers continue to play an important part in the new media landscape. These results suggest that potential home-buyers still value local newspapers as a core source for real estate news and listings.
“48% of renters planning to buy a house read at least one local newspaper during the week, compared with just 35.3% who looked up real estate information online in an average four weeks.”
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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