As summer approaches, and Australia’s mosquito and fly populations start gearing up for their busiest time of the year, the latest findings from Roy Morgan Research reveal that 11.2% of Australians (or 2.2 million people) buy insecticide for their household in an average four-week period. In certain parts of the country, however, this figure is much higher. So which regions are home to the nation’s highest concentrations of insecticide-buyers?
With 31.4% of its residents buying household insecticide in any given four weeks, the Eyre Peninsula region is Australia’s bug-blasting hot spot. Northwest Queensland is not too far behind (27.5%), with Cairns coming in third (25.5%).
Residents of the ACT and Western Victoria are among the country’s least likely to buy insecticide.
Shoo fly: top 10 regions for insecticide purchasing
Source: Roy Morgan Single Source (Australia), July 2014 – June 2015 (n=15,867).
What’s more, it seems that zapping insects is an activity that goes beyond household walls and spills into the garden. People who buy household bug spray in an average four weeks are almost four times more likely than the average Australian to buy garden insecticide as well (22.4% vs 5.7%).
Andrew Price, General Manager – Consumer Goods, Roy Morgan Research, says:
“This country is renowned for its creepy crawlies, including more than 300 species of mosquito and many pesky types of flies (hence our famed ‘Aussie salute’). Australian households are also subject to unwelcome visits from cockroaches, spiders, ants and weevils. So insecticides are pretty much inevitable in most households.
“All of the areas with an above-average purchase incidence of insecticide are located near water, which mosquitoes love. Several of the areas are also warm and humid much of the year, another mozzie favourite. Of course, other insects thrive in these conditions too, increasing the need for bug zapper yet further.
“To ensure their brand stands out from the competition, insecticide manufacturers need to understand who is most likely to buy their product: where they live, their retail habits and their domestic circumstances – which is where Roy Morgan Research’s in-depth consumer profiles of household insecticide buyers and garden insecticide buyers can assist, enabling them to target their audience with greater precision that ever before…”
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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