Insights
Industry Insights
Auto
Boomtowners are more environmentally aware and have shifted their thinking about their eco-footprint. There has been an increase demand for larger, greener and more fuel efficient cars.
Finance
Boomtown residents are savvy investors and are backed by Australia’s strong regulatory system. 69% of residents are looking to invest or have investments.
FMCG
Buying Australian Made is preferable for Boomtown residents with 67% making conscious choices to buy Australian made products.
(Source: GeoCMV 2020 Survey 5, Nielsen Consumer & Media View and RDA Research, People Aged 15+, Boomtown)
QSR
Each week 1.8 million Boomtown Residents eat a takeaway meal. The easy and convenient suits lifestyles of regional Australians, wherever they’re based around the country.
Real Estate
Since the pandemic, regional Australia’s housing has exploded. Change of scenery and the ability to work from home has seen these areas grow, closing the gap on their metro counterparts.
Retail
Living in Boomtown, consumers have more disposable income due to a lower cost of living. In 2020 over $19 billion were spent on clothing, footwear, household furnishings/equipment and hardware supplies.
(Source: GeoCMV 2020 Survey 5, Nielsen Consumer & Media View and RDA Research, People Aged 15+, Boomtown)
Telco
Staying connected is important to those living in Boomtown. They love to maintain regular contact with friends and family and are not afraid to shop around for a great phone deal.
Travel
Boomtowners love to travel! Annually they on average spend $15.1 billion on travelling and holidays. Regional audiences are very social and love to visit and entertain family and friends.
(Source: GeoCMV 2020 Survey 5, Nielsen Consumer & Media View and RDA Research, People Aged 15+, Boomtown)
Insurance
Boomtown residents find comfort in being well insured. Annually they spend $7 billion on hospital, medical and dental.
(Source: GeoCMV 2020 Survey 5, Nielsen Consumer & Media View and RDA Research, People Aged 15+, Boomtown)
Health
Regional Australians face unique challenges when it comes to dealing with their health due to their geographic location. However this population has greatly benefitted from the introduction of the Medicare Telehealth Services.
Beverages
Australians love a drink and regional areas are no different, with over 2 in 5 purchases spent on beer alone. Boomtowners value range, quality and value.
(Source: GeoCMV 2020 Survey 5, Nielsen Consumer & Media View and RDA Research, People Aged 15+, Boomtown)
Boomtown Insights
Need more? Here are nine important reasons why advertising in Boomtown will make your brand go BOOM!
Population
A whopping 9.6 million live in Regional Australia and outside the capital cities, making Boomtown one of Australia’s largest and fastest growing markets.
(Source: ABS Regional Population ERP 2019 to 2020 | Released March 2021)
Retail
The Boomtown audience spends big in retail! Annually they spend $7.8 billion on clothing and footwear, $9.1 billion on household furnishings and equipment and $2.5 billion on hardware supplies.
(Source: Nielsen CMV National S05 2020)
Investment Opportunity
Despite 36% of the country living outside metro markets, around 14% of national media budgets are spent regionally. Meaning most brands could be reaching an extra 9.6 million Aussies by advertising in Boomtown.
(Source: ABS Regional Population ERP 2019 to 2020 | Released March 2021)
Average Income
The average household income of Boomtown residents aged 25–54 is $104K. Combined with a lower cost of living, that gives Boomtown residents more cash to splash.
(Source: Nielsen CMV National S05 2020)
Uncluttered Market
Boomtown’s growing population presents a tremendous opportunity for brands looking to cut through and achieve results in Boomtown’s uncrowded marketplace.
(Source: ABS: 3218.0 — Regional Population Growth, Australia, 2016-17. SMI CY19)
Weekly Shop
Annually the Boomtown audience spends, on average, over $364 more per year on groceries vs. their metro counterparts.
(Source: Nielsen CMV National S05 2020)
Discretionary Income
Due to lower housing costs, Boomtown residents have higher discretionary incomes. So, it’s little wonder why business is Booming in regional Australia.
(Source: Nielsen CMV National S05 2020)
Travel
Boomtown residents travel as often as metro dwellers, with 62% of 25–54-year olds planning to take a holiday within Australia in the next year – vs. 54% metro.
(Source: Nielsen CMV National S05 2020)
Employment
Despite perceptions, more than half of Boomtown residents aged 25-54 are employed in white collar jobs. Bet you weren’t expecting that!
(Source: Nielsen CMV National S05 2020)
