Insights
Learn why advertising in Boomtown means business
Population
A whopping 9.1 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, only 10% of national media budgets are spent regionally. Meaning most brands could be reaching an extra 9.1 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)
