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CONSUMERSBRANDS

Targetaudience:Plantingand

gardeningenthusiastsin

AustraliConsumerInsightsreport

September2024

StatistaConsumerInsightsTargetAudienceReport

Introduction

ReportoverviewConsumerInsightsGlobalmethodology

(1)

Thisreportanalysesconsumerswhoanswered

’’Gardeningandplants’’tothemulti-pickquestion

’’Whatareyourpersonalhobbiesandactivities?’’.

ThereportoffersthereaderacomprehensiveoverviewofplantingandgardeningenthusiastsinAustralia:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkplantingandgardeningenthusiastsinAustralia(’’targetaudience’’)againsttheaverageAustralianconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheStatistaConsumerInsightsGlobalsurvey.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingAustralia)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

StatistaConsumerInsightsGlobalasofSeptember2024

PlantingandgardeningenthusiastsinAustralia

Managementsummary:keyinsights

DemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpoints

Plantingandgardeningenthusiaststendtobeolder,38%arepartofGenerationX.

60%ofplantingandgardeningenthusiastsarefemale.

Thereareplantingandgardening