Friday, January 16th, 2015 - Roy Morgan Research

Over the last five years, Perth residents have gone from being the country’s most beachy, to the least, data from Roy Morgan Research shows.

In the summer of 2009-10, a peak of 56% of Perth residents reported having visited a beach, either locally or elsewhere, within the past three months. This put Perth residents well ahead of those in Melbourne, Brisbane and Adelaide (each peaking at 49%), and Sydney (45%) as the country’s most likely to hit the sand.  

Next year, in the summer of 2010-11, fewer residents of all mainland capital cities except Sydney went to the beach. Over the next two years beach-going rates in all cities except Adelaide continued to decline, with Perth undergoing the biggest drop: by the summer of 2012-13, Perth residents became more likely not to visit the beach.

In the summer of 2013-14, beach-going rates in nearly all cities bounced back to 2009-10 levels—except in Perth, where the rate fell again to 43% for a total decline of 16% points over the past five years.

Annual summer beach-going peaks in mainland capitals:

Source: Roy Morgan Single Source (Australia), Oct 2009 to Sept 2014, average sample size n=18,842 residents 14+ of Sydney, Melbourne, Brisbane, Adelaide or Perth.

The decline in the rate of beach-going among Perth residents over this time could be naturally attributed to a spate of shark attacks, many from great whites and many fatal, off the WA coast since mid-2010. 

Nationally, a peak of 8.7 million Australians aged 14+ (45%) went to the beach at least once within a three month period over the summer of 2013-14, the highest proportion since 2009-10.

Norman Morris – Industry Communications Director, Roy Morgan Research, says:

“With the vast majority of residents living on the coast and summer temperatures often peaking in the mid-40s across many parts of the country, it’s no wonder Australia is a beach-going nation.

“Roy Morgan’s Single Source Survey tracks Australians’ participation a wide range of activities, and can examine these interests and behaviours against everything from demographics and attitudes, to media usage product purchasing intentions and holiday plans.”

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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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