Tuesday, December 20th, 2011
More kids are now receiving money as a Christmas gift – some 66% of young Australians aged 6-13 received money for Christmas – this is up 4% from 62% in 2007. While many save their Christmas money, there is a wide range of other ways young Australians choose to spend their money, according to the latest Roy Morgan Understanding Young Australians Report.

38% of those aged 6-13 who received money as a Christmas gift received $100 or more, up from 28% in 2007. On average, those 6-13 year olds receiving money as a Christmas gift received approximately $85, an increase of nearly 20% from 2007 when the average was $71.

Young Australians who received money as Christmas gifts received the following amounts:

Source: Roy Morgan Young Australians Survey, 12 month moving average, July 2006 – June 2007 n = 2,277, July 2010 – June 2011, n = 2,206.

Young Australians who receive money as Christmas gifts spend money on:

Source: Roy Morgan Young Australians Survey, 12 month moving average, July 2006 – June 2007 n = 2,277, July 2010 – June 2011, n = 2,206.

When looking at what young Australians who receive money for Christmas do with money, saving in the bank continues to be popular, remaining unchanged since 2007 at 49%. However, there has also been an increase in spend on entertainment items with more young people buying toys, console games and books in 2011 than in 2007.  Notably, the last 5 years has seen a decrease in spend on buying magazines (down to 17% in 2011 from 26% in 2007) and buying CDs (down to 17% in 2011 from 29% in 2007).

John La Rosa, Industry Director - Agencies, Roy Morgan Research, says:

“Christmas is always a good time for giving and it seems likely that young Australians will be receiving a lot more money as gifts this year. The Understanding Young Australians Report shows that we are seeing an increasing trend in both the number of Young Australians receiving money as a Christmas gift as well as the amount they receive.

“When kids do receive money as a Christmas gift, the proportion receiving $100 or more has risen over 10% in the last 5 years to a total of 38%. As the trend for what kids spend money on suggests, most of this Christmas money is likely to either go into their savings or be used during the post Christmas sales on toys, console games or savings for a big item.”

Roy Morgan’s Understand Young Australians Report compares survey results from 2010 with 2011, and will provide a thorough understanding of young Australians in terms of attitudes, favourite characters and games, media usage with a focus on the Internet, food and drink consumption and mobile phone usage.

Roy Morgan’s Young Australians Survey – Time Spent with Activities Report takes a detailed look at the activities that young Australians participate in, such as media usage, sport and homework.

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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.
Shaun Ellis
P: 03 9224 5332
W: www.roymorgan.com


More kids are now receiving money as a Christmas gift



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