With Australian summers getting warmer (2014-2015 was the fifth-warmest on record) and sharks making their presence felt on our beaches, what’s a sweltering Aussie to do? Sure, a cold shower will do the trick, but for 12% of the nation’s households, relief can be found in the form of a home swimming pool.
Renowned for summer maximums that regularly surpass the 40-degree mark, as well as for its sharky beaches, Perth is Australia’s swimming-pool heartland. Almost 18% of households in the Western Australian capital have a swimming pool, well above the national average. Pool ownership is also above average in Sydney (16%) and Brisbane (15%).
The capital city with the lowest proportion of home swimming pools is Hobart (4%), with regional Tasmania even lower than that (3%). In fact, swimming pool ownership is generally less common in country Australia than in its capitals, with one key exception: regional Queensland, where the rate of pool ownership (17%) is almost as high as in Perth.
Swimming pool ownership around Australia
Source: Roy Morgan Single Source (Australia), January–December 2014 (n=15,944). Base: Australians 14+
Besides a warm climate, the presence of children in a household increases the likelihood of swimming pool ownership. Just over 15% of Australian households with kids aged 6-11 have a pool, a figure that jumps to just over 20% for homes with older children (12-15 years). Among households with kids aged under six, however, the ownership rate is even lower than for childless households (just under 10% vs just over 10.1%).
Angela Smith, Group Account Director, Roy Morgan Research, says:
“Nobody who has flown into Perth during daylight hours would be surprised to learn that it leads the country in pool ownership: this fact is strikingly visible from the air. Considering how hot Perth summers are, and how long they seem to last, owning a pool could almost be seen as a survival measure.
“Although temperatures in regional WA are frequently much higher than they are in Perth, pool ownership is much less widespread. Indeed, the same can be said of country areas in all states except Queensland. Given that the mean annual household income in regional Australia is 25% less than in capital cities ($79,000 vs $99,000), the reason for this could well be economic.
“Of course, kids usually love swimming pools, and households with children living in them are generally more likely to have pools than those without (except when the kids are under six, in which case, safety is an issue).
“Factor in additional, fluctuating influences such as water restrictions and consumer confidence, and it becomes even more important for pool and spa retailers to understand their target market in depth: where they live, their financial circumstances, and what kind of household they live in, for starters.”
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.
P: (03) 9224 5268