Tuesday, July 22nd, 2014

More than 1 in every 3 Australians have interior motives, new data from Roy Morgan Research shows, with the number of us taking a keen interest in home decorating and design growing by over 20% since 2010—including an additional million or so houseproud Aussies in the last two years alone.

Over 6.8 million Australians 14+ (35%) now agree with the statement, ‘I keep up-to-date with new ideas to improve my home’, up from almost 5.7 million in the year to March 2010. As the chart below shows, much of this boom in nest-feathering has come since 2012. 

Number of Australians who agree ‘I keep up-to-date with new ideas to improve my home’

Source: Roy Morgan Single Source (Australia), April 2009 – March 2014. Average annual n = 51,494 Australians 14+

With three TV shows about home renovation and design (Channel Nine’s The Block, ABC’s Grand Designs and Better Homes & Gardens on Seven) among the country’s Top 20 most-loved and ‘Lifestyle’ and ‘Lifestyle Home’ each making the Top 20 Pay TV Channels we ‘really love to watch’, our growing appetite for all things homey clearly reflects in the media we choose to consume.

Home and Garden magazines especially are a major beneficiary of our growing domestic natures, with five in particular bucking the overall industry trend and experiencing solid, consistent readership increases.

Since 2010, Home BeautifulCountry StyleReal LivingInside Out and Home Design have between them garnered an additional 259,000 readers, with individual growth of between 23% and 41%. 

Readership (in 000s) growth among Home and Garden magazine titles over the last five years:

  Mar 10 Mar 11 Mar 12 Mar 13 Mar 14
Home Beautiful 325 324 378 435 416
Country Style 199 229 262 265 281
Real Living 123 124 139 133 151
Inside Out 120 141 130 130 155
Home Design 61 55 61 68 84

Source: Roy Morgan Single Source (Australia), April 2009 – March 2014. Average annual n = 51,494 Australians 14+

Overall, just over half of all Home and Garden magazine readers say they keep up-to-date with new home improvement ideas.Real Living has the most house-minded readership, with 81% agreeing, followed by Inside Out (70%) and Home Beautiful(66%). 

Tim Martin, General Manager - Media, Roy Morgan Research, says:

“Our data clearly shows that Australians have an increasing interest in all things home, an appetite reflected in their favourite TV shows and the magazines they’re reading.

“Bauer Media are clearly capitalising on this trend with their pending release of the Homes+ magazine. Home and Garden magazine readers are not only often the first to update their home interiors (59% more likely than the general population) they are also hammering out their advice to family and friends on decorating ideas for the home (54% more likely).

“Roy Morgan Research’s Single Source data is the preferred multi-media audience measurement currency used by the majority of Australian media strategy, planning and buying agencies, telecommunications, financial services and automotive brands.”

Contact Profile

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


home decorating design magazines readership




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