Monday, February 17th, 2014 - Roy Morgan Research

There are currently more than 2.3 million Australians in the market for a new car over the next four years. Of those, approximately 122,000 fall under the ‘Family First’ Helix Persona — the population segment closest to the national norm in terms of lifestyle, behaviours and attitudes. These family-focused, ‘average Aussies’ comprise 4.3% of the population, and there are more of them in the market for a new car than any other persona.

Well-educated married or de facto couples living in middle-class suburbs, Family Firsts typically work full time and earn average incomes. It makes sense, then, that those in the market for a new car (about 14.4% of them) tend to favour sensible, family-friendly makes such as Toyota, Holden and Mazda.

‘Family First’ car-buying Intention % - Top 10 brands based on volume 


Source: Roy Morgan Single Source (Australia): New Car Intenders & Family First; Dec 2012 – Nov 2013, n = 305

Jordan Pakes, Group Account Director – Automotive, Roy Morgan Research, says:

“Family First is the Helix persona comprising the largest portion of Australia’s new car-intending market. Accounting for more than 120,000 potential buyers, this group prefers mainstream makes such as Toyota, Holden and Mazda. Curiously, although Toyota  is their top pick, these ‘average Aussies’ are 30% less likely than the average new car intender to name Toyota as their first choice.


“The one to watch in Family First’s new car ‘wish list’ is KIA. These individuals are more than three times likelier than the total market to be considering the South Korean make for their next vehicle.


“Given that almost 40% of Family First car buyers have children aged under 16 living at home, it’s not surprising that more than half say they need a car suitable for carrying children — with medium and large SUVs being very popular among this group. True to their practical automotive tastes, almost 90% consider fuel efficiency to be more important than high performance.


“Car manufacturers keen to attract this influential group may be interested to learn that almost 60% of Family Firsts in the market for a new car are ‘big spenders’, with significant discretionary expenditure (despite their average income). They are most likely to live in Brisbane, followed by Melbourne.”

Where is ‘Family First’ living in Brisbane and Melbourne?


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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.
Samantha Wilson
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automotive, new car buyer intentions, helix personas, toyota, holden, mazda, kia




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