Monday, May 28th, 2012
Australians living in country areas may be rich in space, fresh air, and peaceful lifestyles, however when it comes to wealth they lag well behind city residents. The Roy Morgan State of the Nation Report 11, which includes a focus on rural Australia, shows those in the country having less wealth, lower incomes, lower home values and greater mortgage stress than city dwellers.
In the twelve months to March 2012, the average net wealth per person (14+) was $249,000 for those living in the country, compared with $300,000 for city residents.
The average income per person (14+) in the country was $39,100, compared with $44,000 for those in the city. Household incomes also mirrored this trend (country $79,700, city $99,400).
Although the same proportion of country and city residents (14+) have a home loan (30.1%), a slightly higher proportion of country residents (18.9%) were deemed ‘at risk’ of missing a repayment on their loan, compared with mortgage holders in the city (18.3%). Average home values were also lower in the country (country $447,000, city $642,000).

Wealth of Country and City Residents

Purchase the latest detailed Roy Morgan State of the Nation 11 Report - Focus on Rural Australia
Source: Roy Morgan Research Single Source (14+), Apr 11 – Mar 12, n= 53,256 * Nov 11 – Jan 12 n = 3,043.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Country lifestyles offer numerous advantages over city living, however wealth doesn’t appear to be one of them. People living in rural areas tend to hold a smaller amount of net wealth, are on lesser personal and household incomes, own or are paying off homes that are lower in value, and even suffer from a higher amount of mortgage stress, compared to city residents.”

The latest detailed Roy Morgan Australian State of the Nation Report 11 – Focus on Rural Australia is now available.

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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


Those in the country having less wealth, lower incomes, lower home values and greater mortgage stress than city dwellers.



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