Origin Energy Essentials Report Full Report – May 2014
Origin Energy Essentials Report Full Report – May 2014
2
Introduction
Phil Craig
Executive General Manager, Corporate Affairs, Origin
Energy is an essential part of our everyday lives, but one that we often take for granted. Not only does energy power the
appliances that we can’t live without, but it also powers many gadgets that we enjoy that enhance our lives.
As Australia’s largest integrated energy provider, we are out exploring, generating and buying energy fresh every day, which gets delivered to millions of Australian homes and businesses each year..
The Origin Energy Essentials Report is the result of a survey of 1,000 Australians aged 18 – 64 year olds conducted by Nature in
March 2014. The survey asked respondents to nominate what appliances they had in their home, which appliances they use and
enjoyed most, and which appliances they considered essential.
The survey also queried respondents on their appliance purchase behaviours over the past 12 months and their appliance
purchase intentions for the next 12 months.
Like the new Energy Made Fresh Daily campaign, we want to get people thinking a bit differently about energy – where it comes
from and how we use it every day.
This report will also help us to have much richer conversations in Australia about the long and complex process of finding,
generating and delivering energy; and how we get the balance right between reliable supply, cost and reducing emissions.
3
Ipsos Australia
Dr. Rebecca Huntley, Director, Ipsos Australia
The results of The Origin Energy Essentials Report into appliance use and value validates much of what we are finding in our own
research, as part of The Mind & Mood Report, a long-running, continuous study into the hearts, minds and behaviours of Australian
consumers.
The results show that Australians love their appliances. Often one tablet, laptop, TV or fridge is not enough to satisfy a household
where children in particular are used to using technology and want to play their own games and watch their own shows when they
want (not when it suits their parents!)
No surprises that our most used (and most essential) items are fridges and washing machines. In a broadly affluent society, with
the focus on convenience, how could we possibly live without these two household essentials?
It's interesting that we use the TV more than the stovetop (does that mean watching My Kitchen Rules is more popular than
actually cooking in your own kitchen?). It's interesting too that we use the lap top and the mobile phone more than the kettle,
reflecting the continuing importance of information and communication technology in our lives, at work, at home, anytime and
anyplace.
The data also paints a clear picture of the differences between men and women and their use and value of appliances. Women use
the washing machine and vacuum more than men. Men watch TV and use the stereo more than women. In our research with
women, one of their major gripes about the men in their lives is that they feel comfortable relaxing at home and ignoring the
chores to be done. Whereas for women the home is a place of unpaid work as much as it is a retreat and haven.
4
Ipsos Australia
When it comes to computer and mobile device use, women seem to be more attached to their mobile devices (such as phones and tablets) than men, whereas
men are more likely to use the desk top computer. This reflects the fact that women in our research often report using technology to multitask – watching over
kids playing while they shop on the tablet, checking work emails on the mobile while they prepare dinner. Whereas men in our research report feeling more
comfortable off in a corner of the house on the desk top, working or playing computer games.
Clear and interesting generational differences are also reflected in the results. For younger Australians – those aged between 18 and 29 – home appliances like
washing machines and stovetops are less used and less valued than for older generations (reflecting different life-stage priorities but also the fact that these
young adults may well be living at home and Mum might still be cooking and cleaning for them). But when it comes to mobile devices, use and value shoots up
(except when it comes to the desktop computer, which seems to be an almost retro item for younger Australians).
It's also clear that some appliances in Australian homes have become redundant. We don't use our MP3 players as much anymore as we listen to music on other
mobile devices – phones and tablets and the like. The bread maker, once so popular, has become a white elephant in our kitchen cabinets. Australian consumers
seem to embrace the possibility of appliance consolidation especially in the world of mobiles, TVs and computers. The idea of having one appliance that can
perform a myriad of tasks is appealing … and perhaps explains the sudden surge of interest in a very expensive appliance like the Thermomix, which can blend
and cook at the same time.
Across all age groups the TV is the most commonly owned appliance. And yet we know from our research that consumers of all age groups, particularly younger
Australians, are using TV differently – connecting it to a lap top to watch downloaded content in particular. They are using mobile devices to watch TV content
more often. Over time it will be fascinating to watch how different generations use and value TV over other devices that allow them access content of all kinds.
The Origin Energy Essentials Report gives us a rich and fascinating insight not only into what appliances we use and love but also our current lifestyles, priorities
and how they might evolve in the future.
Top 5 Appliances in Household (ranked on % endorsement)
5 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)
Appliances in Household Top 5 by Location
96%
95%
95%
94%
93%
93%
93%
92%
NET TV (Any)
Fridge/Freezer
Washing Machine
Oven
Vaccum Cleaner
Toaster
Mobile Phone
Microwave
Total Population NSW
96%
96%
96%
94%
94%
94%
93%
91%
90%
NET TV (Any)
Fridge/Freezer
Washing Machine
Mobile Phone
Oven
Vacuum Cleaner
Toaster
Microwave
Kettle
VIC
97%
93%
93%
93%
93%
92%
91%
91%
90%
NET TV (Any)
Mobile Phone
Toaster
Washing Machine
Fridge/Freezer
Microwave
Kettle
Oven
Vacuum Cleaner
QLD
95%
95%
94%
94%
93%
93%
92%
92%
91%
NET TV (Any)
Oven
Vacuum Cleaner
Washing Machine
Microwave
Fridge/Freezer
Mobile Phone
Toaster
Kettle
SA
98%
97%
97%
96%
96%
96%
94%
91%
Mobile Phone
Oven
NET TV (Any)
Washing Machine
Fridge/Freezer
Vacuum Cleaner
Kettle
Toaster
WA
96%
95%
95%
94%
94%
93%
92%
Fridge/Freezer
NET TV (Any)
Washing Machine
Toaster
Oven
Vacuum Cleaner
Microwave
The TV is the most commonly owned appliance in consumers homes across the majority of the states. In SA it is Mobile Phones and Ovens that are most commonly owned, and in WA the Fridge/Freezer takes first position.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Appliances in Household (ranked on % endorsement)
6 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); Males (n= 505); Females (n=495)
Appliances in Household Top 5 by Gender
96%
95%
95%
94%
93%
93%
93%
92%
NET TV (Any)
Fridge/Freezer
Washing Machine
Oven
Vaccum Cleaner
Toaster
Mobile Phone
Microwave
Total Population Male
97%
93%
92%
92%
92%
92%
92%
91%
90%
NET TV (Any)
Fridge/Freezer
Microwave
Oven
Washing Machine
Vacuum Cleaner
Mobile Phone
Kettle
Toaster
Female
97%
96%
96%
95%
95%
94%
94%
92%
Washing Machine
Fridge/Freezer
NET TV (Any)
Toaster
Oven
Vacuum Cleaner
Mobile Phone
Microwave
The most commonly owned appliances amongst males are TVs and Fridge/Freezers, however amongst females the most commonly owned are Washing Machines followed closely by Fridge/Freezers and TVs.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Appliances in Household (ranked on % endorsement)
7 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)
Appliances in Household Top 5 by Age
96%
95%
95%
94%
93%
93%
93%
92%
NET TV (Any)
Fridge/Freezer
Washing Machine
Oven
Vaccum Cleaner
Toaster
Mobile Phone
Microwave
Total Population 18-29
95%
94%
94%
93%
92%
91%
91%
NET TV (Any)
Mobile Phone
Washing Machine
Fridge/Freezer
Microwave
Toaster
Oven
30-39
96%
94%
93%
92%
91%
91%
91%
NET TV (Any)
Fridge/Freezer
Vacuum Cleaner
Washing Machine
Oven
Kettle
Toaster
40-49
97%
96%
96%
95%
95%
94%
93%
NET TV (Any)
Washing Machine
Fridge/Freezer
Oven
Vacuum Cleaner
Mobile Phone
Toaster
50-59
97%
96%
96%
96%
95%
95%
95%
92%
91%
NET TV (Any)
Oven
Washing Machine
Fridge/Freezer
Toaster
Kettle
Vacuum Cleaner
Microwave
Mobile Phone
60-64
99%
98%
98%
98%
97%
97%
97%
96%
93%
NET TV (Any)
Microwave
Washing Machine
Toaster
Oven
Fridge/Freezer
Mobile Phone
Vacuum Cleaner
Kettle
Across the age groups, the TV is the most commonly owned appliance.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
8
Appliance in household
Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000
A third (33%) of households have two ore
more laptops.
54% of households have two or more mobile
phones.
While the majority of households have only one
fridge, over a quarter (26%) have two or more.
The Number of Appliances in Household – Total Sample
5%
5%
6%
7%
7%
7%
8%
9%
18%
20%
21%
28%
29%
33%
39%
40%
44%
69%
93%
92%
77%
88%
39%
88%
84%
49%
68%
77%
60%
67%
48%
50%
56%
29%
20%
2%
1%
13%
4%
29%
4%
6%
20%
9%
1%
10%
4%
14%
9%
4%
15%
4%
0%
0%
2%
0%
12%
0%
1%
9%
2%
0%
2%
0%
4%
1%
1%
7%
1%
0%
0%
1%
0%
8%
0%
0%
3%
0%
0%
0%
0%
1%
1%
0%
2%
0%
0%
0%
0%
0%
5%
0%
0%
2%
0%
0%
0%
0%
0%
1%
0%
2%
Fridge/Freezer
Washing Machine
Oven
Vacuum Cleaner
Toaster
Mobile Phone
Microwave
Kettle
Laptop
Printer/scanner
Stovetop
Hair Dryer
Modem/Router/WiFi
DVD/Blu-ray Player
Desktop Computer
Food Processor/Blender
Portable fans
Don't Have 1 2 3 4 5+
9
Appliance in household
Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000
50% of households have at least one tablet. 14% have
2 or more tablets in the household.
44% of households have a
coffee machine and the majority of these
households only have one.
LED/LCD (40 inch or bigger) TV’s are the most
popular with 47% of households having at least
one. As a whole 96% of households have a TV (any) in the household
(see appliance in household charts).
The Number of Appliances in Household – Total Sample
44%
46%
47%
48%
49%
50%
51%
52%
53%
53%
55%
56%
60%
61%
62%
63%
56%
22%
44%
33%
51%
36%
33%
36%
37%
37%
38%
40%
40%
38%
15%
28%
0%
6%
7%
11%
0%
10%
9%
8%
7%
6%
5%
3%
0%
0%
5%
7%
0%
5%
1%
5%
0%
2%
4%
3%
2%
3%
1%
0%
0%
0%
5%
2%
0%
5%
0%
1%
0%
1%
2%
1%
0%
1%
0%
0%
0%
0%
5%
0%
0%
17%
0%
2%
0%
1%
1%
0%
0%
0%
0%
0%
0%
0%
8%
0%
Clothes Dryer
Electric tools (drills etc)
Stereo
Gaming Console (Play Station, Xbox, Wii etc.)
Dishwasher
Tablet (eg. ipad, galaxy tab)
MP3 Player (eg. iPod)
Hair Styling Appliance (e.g. Hair Straightener, Hair Curler etc.)
TV – LCD or LED Large Size (40 inch or bigger)
Reverse Cycle Air Conditioner (Heating and Cooling)
Electrical shaver
Coffee Machine
Gas hot water
Electric hot water
Ceiling fan(s)
Heater – portable
Don't Have 1 2 3 4 5+
10
Appliance in household
Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000
21% of households have a bread maker (which is considered the most
unessential appliance).
Currently 3% of households have a
Thermomix.
The Number of Appliances in Household – Total Sample
65%
66%
70%
73%
79%
82%
83%
84%
86%
87%
88%
88%
90%
90%
97%
98%
33%
22%
24%
23%
20%
18%
15%
15%
11%
10%
12%
10%
10%
9%
3%
2%
2%
8%
5%
3%
0%
0%
1%
1%
2%
2%
0%
0%
0%
0%
0%
0%
0%
2%
1%
1%
0%
0%
0%
0%
1%
1%
0%
0%
0%
0%
0%
0%
0%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
2%
0%
0%
0%
0%
Cake Mixer
TV – LCD or LED Small to Medium Size (39 inch or smaller)
TV – Plasma Large Size (40 inch or bigger)
Air conditioner (Cooling only)
Bread Maker
Heater – gas central
Heater - other
Heater – gas space/wall unit
TV – Other than a Plasma or LCD/LED
TV – Plasma Small to Medium Size (39 inch or smaller)
Solar hot water
Solar PV
Induction cooktop
Pool Pump
Thermomix
Electric vehicle
Don't Have 1 2 3 4 5+
Top 5 Essential Appliances (ranked on % endorsement)
11 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)
Essential Appliances Top 5 by Location
Total Population NSW
99%
95%
94%
91%
86%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Oven
VIC
98%
96%
94%
94%
93%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Oven
QLD
97%
97%
91%
89%
86%
86%
Fridge/Freezer
Washing Machine
Stovetop
Oven
Vacuum Cleaner
Net: Hot Water
SA WA
98%
95%
92%
91%
88%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Oven
97%
95%
92%
87%
86%
Net: Hot Water
Fridge/Freezer
Washing Machine
Vacuum Cleaner
Stovetop
100%
95%
93%
92%
86%
Fridge/Freezer
Washing Machine
Stovetop
Net: Hot Water
Oven
The fridge/freezer, washing machine, hot water, stovetop and oven are identified as the most essential appliances in consumers homes. There are minimal differences across states.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Essential Appliances (ranked on % endorsement)
12
Essential Appliances Top 5 by Gender
Total Population Male
98%
94%
92%
89%
86%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Net: Heater Any
Female
98%
97%
93%
93%
91%
Fridge/Freezer
Washing Machine
Stovetop
Net: Hot Water
Oven
Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)
Both males and females identify their fridge/freezer, washing machine, hot water and stovetop as the most essential appliances within their home.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
98%
95%
92%
91%
88%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Oven
Top 5 Essential Appliances (ranked on % endorsement)
13
Essential Appliances Top 5 by Age
18-29 30-39 40-49 50-59 60-64 Total Population
98%
94%
92%
90%
89%
89%
Fridge/Freezer
Washing Machine
Mobile Phone
Modem/Router/Wifi
Stovetop
Oven
97%
93%
93%
91%
90%
89%
Fridge/Freezer
Stovetop
Washing Machine
Net: Hot Water
Vacuum Cleaner
Oven
98%
96%
96%
91%
88%
88%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Vacuum Cleaner
Oven
99%
97%
95%
93%
90%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Net: Heater
99%
98%
95%
90%
87%
Washing Machine
Fridge/Freezer
Net: Hot Water
Stovetop
Vacuum Cleaner
Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)
18-29’s differ from other age groups in that they see their mobile phone and internet connection (modem/router/wifi) as essential.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
98%
95%
92%
91%
88%
Fridge/Freezer
Washing Machine
Net: Hot Water
Stovetop
Oven
Top 5 Non-Essential Appliances (ranked on % endorsement)
14
Non-Essential Appliances Top 5 by Location
Total Population NSW VIC QLD SA WA
Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)
85%
78%
73%
71%
68%
68%
Bread Maker
Gaming Console
Cake Mixer
MP3 Player (eg. iPod)
Coffee Machine
Hair Styling Appliance
83%
71%
67%
67%
66%
65%
Bread Maker
Gaming Console
Coffee Machine
Food Processor/Blen
der
Cake Mixer
Hair Styling Appliance
79%
77%
74%
67%
66%
Bread Maker
Gaming Console (Play Station, Xbox,
Wii etc.)
Cake Mixer
TV – Other than a Plasma
or LCD/LED
MP3 Player (eg. iPod)
92%
86%
77%
73%
73%
71%
Bread Maker
Gaming Console
MP3 Player (eg. iPod)
Cake Mixer
Electrical shaver
Hair Dryer
83%
81%
77%
77%
76%
75%
Tablet (eg. ipad, galaxy
tab)
MP3 Player (eg. iPod)
Clothes Dryer
Gaming Console
Coffee Machine
Electrical shaver
84%
82%
81%
77%
75%
75%
Gaming Console
Hair Styling Appliance
MP3 Player (eg. iPod)
Clothes Dryer
Coffee Machine
Hair Dryer
Bread Makers, Gaming Consoles, Cake Mixers, MP3 players, Coffee machines and Hair Styling Appliances are considered the most non-essential.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Non-Essential Appliances (ranked on % endorsement)
15
Non-Essential Appliances Top 5 by Gender
Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)
Total Population Male Female
85%
78%
73%
71%
68%
68%
Bread Maker
Gaming Console
Cake Mixer
MP3 Player (eg. iPod)
Coffee Machine
Hair Styling Appliance
82%
73%
72%
70%
69%
Bread Maker
Hair Styling Appliance
Gaming Console
MP3 Player (eg. iPod)
Cake Mixer
88%
83%
75%
73%
71%
Bread Maker
Gaming Console
Cake Mixer
Coffee Machine
MP3 Player (eg. iPod)
A bread maker is considered the most non-essential appliance amongst both males and females. Males are more likely to consider hair styling appliances to be non-essential where as females rank the electric shaver as less essential than their hair
styling appliances.
Electric shaver 69% Clothes dryer 66% Hair styling appliance 65%
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Non-Essential Appliances (ranked on % endorsement)
16
Non-Essential Appliances Top 5 by Age
18-29 30-39 40-49 50-59 60-64 Total Population
Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)
85%
78%
73%
71%
68%
68%
Bread Maker
Gaming Console
Cake Mixer
MP3 Player (eg. iPod)
Coffee Machine
Hair Styling Appliance
87%
73%
73%
71%
69%
64%
Bread Maker
Gaming Console
Cake Mixer
Stereo
Coffee Machine
Electrical shaver
79%
73%
70%
68%
68%
67%
Bread Maker
Cake Mixer
Gaming Console
Hair Styling Appliance
Food Processor/Blen
der
MP3 Player (eg. iPod)
91%
83%
82%
78%
75%
Bread Maker
Hair Styling Appliance
Gaming Console
MP3 Player (eg. iPod)
Cake Mixer
91%
90%
87%
75%
74%
74%
Gaming Console
Bread Maker
MP3 Player (eg. iPod)
Food Processor/Blend
er
Hair Styling Appliance
Cake Mixer
66%
64%
64%
62%
56%
56%
DVD/Blu-ray Player
Coffee Machine
Food Processor/Blen
der
Hair Dryer
Clothes Dryer
Stereo
There is little difference between age groups. 18-29s are much less likely to indicate their MP3 player is non-essential (59%).
Note: Amongst the 60-64s who had a gaming console
and/or bread maker in their
house, the portion who selected it as
non-essential is very high, however
the sample who have this appliance is far too small for
us to report.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Most Enjoyed Appliances (ranked on % endorsement)
17 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)
Most Enjoyed Appliances Top 5 by Location
Total Population NSW VIC QLD SA WA
81%
65%
54%
50%
42%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Gaming Console
80%
66%
55%
53%
46%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Gaming Console
80%
68%
49%
48%
38%
Net: TV (Any)
Laptop
Mobile Phone
Desktop Computer
DVD/Blu-ray Player
81%
64%
59%
48%
40%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Gaming Console
87%
68%
58%
53%
43%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Gaming Console
79%
59%
49%
48%
44%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Coffee Machine
While not the most essential of appliances, TVs, laptops, desktop computers and mobile phones are the most enjoyed.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
Top 5 Most Enjoyed Appliances (ranked on % endorsement)
18
Most Enjoyed Appliances Top 5 by Gender
Male Female
Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)
Total Population
Males get greater enjoyment from the gaming console in their household than females. Females have greater enjoyment from their mobile phone and tablet.
Modem/Router/Wifi 35% Gaming console 34%
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
81%
65%
54%
50%
42%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Gaming Console
82%
63%
62%
49%
41%
Net: TV (Any)
Laptop
Desktop Computer
Gaming Console
Mobile
80%
68%
58%
44%
37%
Net: TV (Any)
Laptop
Mobile
Desktop Computer
Tablet
Top 5 Most Enjoyed Appliances (ranked on % endorsement)
19 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)
Most Enjoyed Appliances Top 5 by Location
Total Population 18-29 30-39 40-49 50-59 60-64
Younger consumers get greater enjoyment form their mobile phone, internet connection and gaming console.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
81%
65%
54%
50%
42%
Net: TV (Any)
Laptop
Desktop Computer
Mobile Phone
Gaming Console
76%
75%
72%
51%
43%
Mobile Phone
Laptop
Net: TV (Any)
Gaming Console
Modem/Router/Wifi
76%
64%
56%
51%
53%
Net: TV (Any)
Laptop
Mobile Phone
Desktop Computer
Gaming Console
87%
65%
53%
42%
39%
Net: TV (Any)
Laptop
Desktop Computer
DVD/Blu-ray Player
Mobile Phone
87%
71%
59%
39%
37%
Net: TV (Any)
Desktop Computer
Laptop
Tablet
DVD/Blu-ray Player
88%
62%
52%
38%
37%
Net: TV (Any)
Desktop Computer
Laptop
Tablet
DVD/Blu-ray Player
Top 5 Most Used Appliances (ranked on % endorsement)
20
Most Used Appliances Top 5 by Location
Total Population NSW VIC QLD SA WA
82%
50%
50%
42%
38%
38%
Fridge/Freezer
Net: TV (Any)
Washing Machine
Laptop
Mobile Phone
Desktop Computer
Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)
76%
52%
44%
42%
42%
38%
Fridge/Freezer
Net: TV (Any)
Laptop
Mobile Phone
Washing Machine
Kettle
89%
54%
49%
43%
38%
38%
Fridge/Freezer
Washing Machine
Net: TV (Any)
Desktop Computer
Mobile Phone
Stovetop
Two of the most essential appliances – the fridge/freezer and washing machine are also used most. The most enjoyed appliances (TVs, laptop, mobile phone, desktop computer) are also use very frequently.
81%
55%
50%
40%
40%
37%
Fridge/Freezer
Washing Machine
Net: TV (Any)
Mobile Phone
Laptop
Kettle
89%
51%
51%
48%
41%
34%
Fridge/Freezer
Laptop
Net: TV (Any)
Washing Machine
Kettle
Microwave
84%
50%
49%
42%
38%
38%
Fridge/Freezer
Washing Machine
Net: TV (Any)
Laptop
Stovetop
Microwave
Top 5 Most Used Appliances (ranked on % endorsement)
21
Most Used Appliances Top 5 by Gender
Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)
Total Population Male Female
Females use their mobile phone and kettle more so than males who use their TV’s more frequently.
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
82%
50%
50%
42%
38%
38%
Fridge/Freezer
Net: TV (Any)
Washing Machine
Laptop
Mobile Phone
Desktop Computer
82%
57%
45%
44%
41%
Fridge/Freezer
Net: TV (Any)
Washing Machine
Desktop Computer
Laptop
82%
54%
43%
43%
42%
39%
Fridge/Freezer
Washing Machine
Net: TV (Any)
Laptop
Mobile Phone
Kettle
Top 5 Most Used Appliances (ranked on % endorsement)
22
Most Used Appliances Top 5 by Age
18-29 30-39 40-49 50-59 60-64 Total Population
Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)
74%
63%
58%
42%
40%
35%
Fridge/Freezer
Mobile Phone
Laptop
Net: TV (Any)
Washing Machine
Modem/Router/Wifi
86%
54%
50%
43%
41%
Fridge/Freezer
Washing Machine
Net: TV (Any)
Desktop Computer
Mobile Phone
80%
60%
53%
42%
39%
Fridge/Freezer
Net: TV (Any)
Washing Machine
Desktop Computer
Laptop
85%
52%
51%
49%
47%
Fridge/Freezer
Kettle
Net: TV (Any)
Washing Machine
Desktop Computer
91%
60%
51%
50%
42%
Fridge/Freezer
Washing Machine
Net: TV (Any)
Kettle
Stovetop
Younger consumers use their mobile phone and internet connection (modem/router/wifi) more frequently than other age groups. These are also the appliances they identified as being most essential.
The kettle is used more frequently by those aged 50+
Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.
82%
50%
50%
42%
38%
38%
Fridge/Freezer
Net: TV (Any)
Washing Machine
Laptop
Mobile Phone
Desktop Computer
% Who purchased appliance in past 12 months (based on total sample)
23
Appliances Purchases in last 12 months – Based on Total Sample Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on total sample (n=1000). Responses below 3% not shown.
Mobile phones are the most purchased appliance
in the past 12 months.
27%
24%
16% 16% 15% 14% 12% 12%
11% 10% 9% 9% 8% 8% 8% 7% 7% 7% 7% 6% 5% 5% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3%
0%
5%
10%
15%
20%
25%
30%
% Who purchased appliance in past 12 months (based on 18-29s)
24
Appliances Purchases in last 12 months – Based on 18-29s Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 18-29s (n=204). Responses below 3% not shown.
Mobile phones followed by tables and laptops are
the most purchased appliances amongst 18-
29s in the past 12 months.
26% 26%
18% 16% 16% 15%
14% 13% 13% 11% 10% 9% 9% 8% 8% 7% 7% 7% 6% 6% 6% 6% 5% 5% 5% 5% 5% 5% 4% 4% 4% 3% 3% 3% 3%
0%
5%
10%
15%
20%
25%
30%
% Who purchased appliance in past 12 months (based on 30-39s)
25
Appliances Purchases in last 12 months – Based on 30-39s Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 30-39s (n=235). Responses below 3% not shown.
Mobile phones followed by tables are the most purchased appliances amongst 30-39s in the
past 12 months.
28%
25%
17% 17% 15%
14% 13% 13% 10% 10% 10% 9% 9% 9% 8% 8%
7% 6% 6% 6% 6% 5% 5% 4% 4% 4% 4% 4% 3% 3%
0%
5%
10%
15%
20%
25%
30%
% Who purchased appliance in past 12 months (based on 40-49s)
26
Appliances Purchases in last 12 months – Based on 40-49s Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 40-49s (n=246). Responses below 3% not shown.
Mobile phones followed by laptops are the most purchased appliances amongst 40-49s in the
past 12 months.
30% 28%
19% 16% 15% 15%
12% 10% 10% 10% 9% 9% 8% 8% 8% 7% 7% 7% 6% 5% 4% 4% 4% 3% 3% 3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
% Who purchased appliance in past 12 months (based on 50-59s)
27
Appliances Purchases in last 12 months – Based on 50-59s Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 50-59s (n=220). Responses below 3% not shown.
Mobile phones and kettles are the most purchased appliances amongst 50-
59s in the past 12 months.
30%
18% 18% 15%
13% 13% 12% 11% 10% 9% 9% 8% 7% 7% 7% 7% 6% 6% 6% 5% 5% 5% 5% 4% 4% 4% 3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
% Who purchased appliance in past 12 months (based on 60-64s)
28
Appliances Purchases in last 12 months – Based on 60-64s Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 60-64s (n=95). Responses below 3% not shown.
Mobile phones are the most purchased
appliances amongst 60-64s in the past 12 months.
23%
19% 18% 17% 17%
15% 15% 15% 15%
12% 12% 10% 10% 9% 9% 8% 8% 8%
6% 6% 4% 4% 3% 3% 3% 3% 3%
0%
5%
10%
15%
20%
25%
% Who purchased appliance in past 12 months (based on Gender)
29
Appliances Purchases in last 12 months – Based on Gender Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on Females (n=495), Males (n=505). Responses below 3% not shown.
There are no significant differences between males and females.
26% 24%
16% 16% 14% 13% 13% 13% 11%
10% 9% 9% 8% 8% 7% 7% 7% 6% 6% 6% 6%
4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3%
29%
24%
13% 15%
18% 15%
11% 12% 10%
11%
9% 10%
6% 8%
5%
8% 8% 10%
2%
8% 8%
4% 3%
7%
3% 2%
5% 6%
1%
5% 4% 2%
0%
5%
10%
15%
20%
25%
30%
35%
Female Male
30
Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. B6. Why did you purchase each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)
Tablet (e.g. ipad, galaxy tab) (n=147)
Mobile Phone (n=240)
Coffee Machine (n=94)
TV – LCD/LED (40 inch or bigger) (n=84)
Laptop (n=140)
Kettle (n=158)
Gaming Console (Play Station etc.) (n=70)
Printer/Scanner (n=106)
Toaster (n=122)
Vacuum Cleaner (n=114)
15%
24%
9%
8%
14%
16%
8%
11%
12%
12%
4%
18%
11%
15%
33%
60%
6%
43%
51%
39%
21%
77%
29%
71%
52%
32%
64%
41%
34%
47%
52%
2%
41%
7%
10%
3%
19%
5%
4%
2%
12%
2%
7%
6%
4%
4%
4%
11%
7%
10%
11%
1%
12%
1%
3%
2%
7%
1%
4%
2%
To replace a fautly appliance To upgrade from an older/existing model Never has but wanted Never had but needed Given as a gift
Purchased in last 12 months (based on total)
Mobile phones were bought as upgrades from existing models as were TVs (LCD/LED 40inch or
bigger) and gaming consoles.
Kettles, toasters
microwaves and washing machines were most
commonly purchased to replace a faulty appliance.
Appliances Purchases
31
Purchased in the last 12 months
Qb5. Please select all of the appliances that you purchased in the past 12 months. B6. Why did you purchase each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)
Food Processor/Blender (n=64)
Desktop Computer (n=68)
Fridge/Freezer (n=105)
Modem/Router/Wifi (n=74)
Portable fan (n=58)
DVD/Blu-ray Player (n=66)
Electronic Tools (drills etc.) (n=58)
Washing Machine (n=92)
Microwave (n=71)
7%
7%
10%
8%
6%
7%
5%
9%
7%
21%
35%
43%
19%
40%
28%
25%
51%
57%
27%
50%
49%
57%
30%
43%
35%
38%
26%
27%
2%
4%
11%
7%
24%
23%
3%
7%
13%
11%
4%
12%
21%
3%
17%
6%
9%
11%
2%
0%
2%
1%
2%
0%
2%
2%
To replace a fautly appliance To upgrade from an older/existing model Never has but wanted Never had but needed Given as a gift
Mobile phones were bought as upgrades from existing models as were TVs (LCD/LED 40inch or
bigger) and gaming consoles.
Kettles, toasters
microwaves and washing machines were most
commonly purchased to replace a faulty appliance.
Appliances Purchases
Purchased in last 12 months (based on total)
32
Purchased in the last 12 months
Qb7. When purchasing each of these appliances, how important was each of the following to you when you made your final decision? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)
Tablet (e.g. ipad, galaxy tab) (n=147)
Mobile Phone (n=240)
Coffee Machine (n=94)
TV – LCD/LED (40 inch or bigger) (n=84)
Laptop (n=140)
Kettle (n=158)
Gaming Console (Play Station etc.) (n=70)
Printer/Scanner (n=106)
Toaster (n=122)
Vacuum Cleaner (n=114)
15%
24%
9%
8%
14%
16%
8%
11%
12%
12%
28%
29%
34%
29%
29%
35%
24%
42%
37%
32%
5%
6%
7%
12%
7%
11%
6%
5%
9%
8%
18%
18%
13%
14%
14%
9%
18%
10%
9%
13%
9%
11%
10%
10%
9%
13%
8%
6%
12%
7%
22%
20%
19%
19%
21%
12%
22%
20%
13%
19%
5%
5%
6%
5%
5%
8%
7%
7%
7%
6%
4%
4%
5%
2%
5%
4%
4%
3%
3%
4%
8%
7%
8%
9%
10%
9%
11%
7%
9%
10%
Price Energy efficiency Brand's reputation Design
Features of the appliance Availability Recommendation from others Warranty
Purchased in last 12 months (based on total)
Besides price, the most important consideration
for the majority of appliances is the features
of the appliance.
Appliances Purchases - Considerations
33
Purchased in the last 12 months
Qb7. When purchasing each of these appliances, how important was each of the following to you when you made your final decision? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)
Food Processor/Blender (n=64)
Desktop Computer (n=68)
Fridge/Freezer (n=105)
Modem/Router/Wifi (n=74)
Portable fan (n=58)
DVD/Blu-ray Player (n=66)
Electronic Tools (drills etc.) (n=58)
Washing Machine (n=92)
Microwave (n=71)
7%
7%
10%
8%
6%
7%
5%
9%
7%
30%
31%
28%
36%
41%
35%
30%
31%
36%
10%
7%
16%
6%
14%
5%
5%
16%
12%
14%
14%
11%
10%
4%
14%
15%
11%
11%
8%
6%
9%
4%
11%
8%
6%
6%
9%
18%
25%
14%
22%
10%
21%
27%
15%
15%
7%
5%
8%
10%
9%
7%
6%
6%
6%
4%
3%
4%
5%
3%
2%
3%
5%
4%
10%
9%
10%
7%
8%
8%
8%
10%
8%
Price Energy efficiency Brand's reputation Design
Features of the appliance Availability Recommendation from others Warranty
Besides price, the most important consideration
for the majority of appliances is the features
of the appliance.
Appliances Purchases - Considerations
Purchased in last 12 months (based on total)
% Who intend to purchase an appliance in the next 12 months (based on total sample)
34
Appliances – Intend to buy in the next 12 months – Based on Total Sample
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on total sample (n=1000). Responses below 3% not shown.
TVs (any) are the most intended purchase in the
next 12 months
49%
13% 12% 9% 9% 7% 6% 6% 6% 5% 5% 5% 5% 5% 5% 5% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
% Who intend to purchase an appliance in the next 12 months (based on 18-29s)
35
Appliances – Intend to buy in the next 12 months – Based on 18-29s
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 18-29s (n=204). Responses below 3% not shown.
Mobile phones are the most intended purchase amongst those 18-29 in
the next 12 months.
47%
15% 11% 11% 10% 8% 8% 7% 7% 7% 6% 6% 5% 5% 5% 5% 4% 4% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
% Who intend to purchase an appliance in the next 12 months (based on 30-39s)
36
Appliances – Intend to buy in the next 12 months – Based on 30-39s
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 30-39s (n=235). Responses below 3% not shown.
TVs, followed by Mobile Phones are the most
intended purchase in the next 12months amongst
those 30-39.
41%
18% 17% 13%
10% 8% 8% 8% 7% 7% 7% 7% 7% 5% 5% 5% 5% 5% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% Who intend to purchase an appliance in the next 12 months (based on 40-49s)
37
Appliances – Intend to buy in the next 12 months – Based on 40-49s
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 40-49s (n=246). Responses below 3% not shown.
TVs are the most intended purchase in the next
12months amongst those 40-49.
50%
12% 9% 9% 8% 7% 6% 6% 5% 5% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
% Who intend to purchase an appliance in the next 12 months (based on 50-59s)
38
Appliances – Intend to buy in the next 12 months – Based on 50-59s
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 50-59s (n=220). Responses below 3% not shown.
TVs are the most intended purchase amongst those
50-59 in the next 12 months.
56%
10% 7% 7% 7% 6% 6% 6% 6% 5% 5% 5% 5% 4% 4% 4% 3% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
% Who intend to purchase an appliance in the next 12 months (based on 60-64s)
39
Appliances – Intend to buy in the next 12 months – Based on 60-64s
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 60-64s (n=95). Responses below 3% not shown.
TVs are the most intended purchase in the next 12
months amongst those 60-64.
58%
9% 6% 5% 5% 4% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
% Who intend to purchase an appliance in the next 12 months (based on Gender)
40
Appliances – Intend to buy in the next 12 months – Based on Gender
Intend to purchase in the next 12 months
Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on Females (n=495), Males (n=505). Responses below 3% not shown.
Mobile phones are the most intended purchase in
the next 12 months, amongst females, yet
amongst males the most intended purchase is a TV
(any).
45%
12% 11% 10% 7% 7% 7% 6%
5% 5% 5% 5% 5% 5% 4% 4% 4% 4% 3% 3% 3% 3% 3%
45%
11%
8%
15%
10% 7%
6% 4%
4% 7% 2% 5%
1% 1% 5% 5% 6%
8%
3% 2% 0%
7% 3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Female Male
41
Intend to purchase in the next 12 months
QB8. Which of the following appliances do you intend to buy in the next 12 months? QB9. Why are you planning to buy each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=40 not shown. Base: Have Appliance (Sample between n=45 and n=112 per appliance)
Mobile Phone (n=112)
Tablet (n=86)
Laptop (n=85)
Vacuum Cleaner (n=72)
Fridge/Freezer (n=60)
Washing Machine (n=60)
TV – LCD or LED (40 inch or bigger) (n=62)
Clothes Dryer (n=48)
Kettle (n=48)
Dishwasher (n=45)
Coffee Machine (n=45)
Desktop Computer (n=45)
Toaster (n=46)
Microwave (n=45)
12%
9%
9%
7%
6%
6%
6%
6%
5%
5%
5%
5%
5%
5%
6%
2%
10%
19%
10%
23%
6%
16%
23%
14%
4%
2%
20%
24%
90%
33%
71%
54%
70%
57%
66%
33%
60%
33%
19%
85%
64%
60%
1%
53%
11%
12%
7%
5%
19%
26%
0%
44%
67%
8%
6%
2%
2%
11%
2%
8%
7%
8%
3%
20%
8%
4%
7%
0%
6%
9%
2%
2%
6%
8%
5%
6%
6%
4%
9%
5%
2%
5%
5%
5%
To replace a fautly appliance To upgrade from an older/existing model Don't have but want one Don't have but I need one Other
Intend to purchase in next 12 months
(based on total)
Consumers primarily intend to buy mobile
phones, laptops, desktop computers, vacuum
cleaners, fridge/freezers, washing machines, TV’s,
Kettles, toaster and microwaves as an
upgrade.
Tablets, dishwashers and coffee machines are likely to be purchased by people who don’t currently have
one but want one.
Reasons for wanting to purchase – Total Sample
Note: Low sample size – please use as context only.
Published in May 2014 Disclaimer Origin Energy Limited (Origin) has prepared this publication to provide information about the company for its customers and other stakeholders. The information presented here is of a general nature and there is a possibility that changes in circumstances after the date of publication may impact on the accuracy of the information. Origin does not warrant that the information is correct, complete or adequate and does not warrant that the information will be useful for any particular purpose. Origin strongly advises you to seek independent professional advice before making any investment decisions. Copyright © 2014 Origin Energy