10 reasons why regional Australia is the place to be in FY25.
Welcome to Population: Unexpected.
9.6m
Aussies live in Boomtown
That’s nearly the population of two New Zealands. And they’re right on your doorstep. 14 of Australia’s 19 cities are in Boomtown and most regional Aussies live in them and other urban hubs.
Boomtown brings home the bacon.
More than a third of regional household incomes are $100k+. With a lower cost of living, more affordable housing and increasing disposable incomes, that means Boomtown has more cash to splash.
The tills are alive...
…with the sound of happy cash registers. That’s because grocery baskets in Boomtown are 6.5% higher than metro.
Boomtown’s in full bloom.
Regional keeps on growing. Every year, record migration, record jobs on offer, record disposable incomes and more Millennials than ever moving to Boomtown.
Aussie. Aussie. Aussie. ROI. ROI. ROI.
Lower CPMs, uncluttered markets and better cut-through? No wonder 92% of regional media buyers agree that Boomtown delivers great ROI.
Millennials: Growing Up and Out
The average Millennial’s now 35 years of age and while they may be settling down, they’re not settling for less. That’s why they’re flocking to Boomtown to live their best lives, wearing earpods rather than Akubras, homing in on home ownership and WFA (work-from-anywhere).
Big Jobs Beyond the Big Smoke
Boomtown’s famous for The Big Banana, Big Guitar and Big Pineapple, but it might be time to erect a Big Laptop statue too. Because almost two-thirds of jobs are white collar and professional roles, which have attracted digital nomads in their droves. In just five years, Boomtown’s job vacancies have also doubled and they’re now hovering at around 100,000 and take it from us… that’s big.
Spending’s Trending
Whether it’s fashion, furniture or flatscreens, Boomtown’s love affair with shopping shows no signs of waning, and that’s because regional Aussies are wealthier than ever. Australia’s online shopping industry is worth over $47 billion and of the top five postcodes nationwide, three are in regional Australia. When it comes to Boomtown … everything just clicks!
Regional’s the New Normal
Every day, Boomtown puts out the welcome mat for the record number of metro dwellers who’ve been lured to regional living since 2019. Last quarter alone, 24.9% more people relocated from cities to regional Australia than the other way around. So we’re chilling the sparkling and warming up our award-winning party pies in anticipation of the next wave.
The Outback Outperforms
Still need convincing? Then we’ll leave it to media planners and buyers to have the last word about Boomtown’s ROI. “Proved to be effective more times than I can count.” “A crucial and influential audience.” “Regional advertising’s a no-brainer”. No wonder 88% of them have said they’ll be considering using regional media in their next advertising. Because they already know that Boomtown is where brands go to grow in FY25.
Ready to start planning?
Get started now with our one-stop-shop for regional media planning, the Boomtown Hub.
Need more information?
For more on how regional media can help your brand grow, contact info@boomtown.media
Sources
[1] Regional Australia Institute (2023). Regionalisation Ambition: Year 1 Progress Report. Rebalance the Nation. [2] Household Income 2021. Australia Community Profile Profile iD. [3] Nielsen CMV Survey 8, 2023 | National Survey | People 14+. [4] Regional Australia Institute. Regional Movers Index: September 2023 Report. [5] SCA iQ Boomtown Trade Tracker September/October 2022. N=143 2019 n=139 2020 n=186 2021 n=170. [6] Regional Australia Institute, Regional Movers Index June 2022 Quarterly Report, based on 2021 Census of Population [7] Regional Australia Institute. Regional Jobs Update October – December 2024 [8] Savvy Online Shopping Behaviour Report – 2022. Australian Retailers Association, 2022. [9] Regional Australia Institute, Regional Movers Index December 2023 Quarterly Report. [10] SCA iQ Boomtown Trade Tracker February 2024 Q. Would you consider using regional media in your next advertising campaign? N=100
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