The Synovate PAX survey tracks media, prosperity and influence in eleven markets across the Asia Pacific region - Singapore, Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, India, Australia and Japan. The results for 2006 show that the average monthly household income of Sydneys residents has remained relatively steady over the PAX year. Figures for Melbourne were also available for the first time, with average monthly household income of US$7,812, a similar result to Sydneys US$7,850. Across the region, only PAX respondents in Hong Kong (US$8,456) had higher average monthly household income than Australians. The Synovate PAX survey allows marketers to get a full picture of Australias affluent consumers – what they watch, read, buy and how they feel about advertising and branding – enabling them to more accurately target their marketing efforts. Some Australia-specific product and service ownership, purchase intention and lifestyle facts covering the twelve months to June 2006. These included: Product Ownership * More than 70% of Australia’s PAX respondents (71.5% Melbourne; 71.3% Sydney) now own a desktop computer, some of the region’s highest figures after Taipei (79.2%) and Hong Kong (78.3%). In comparison, laptop or notebook computer ownership is average at 39.8% for Sydney and 39.4% for Melbourne (regional average 35.7%). * Ownership of mobile phones with internet access has grown substantially to 49% of Sydney PAX respondents, a 33% increase in uptake over the year, and 44.4% of Melbourne respondents. * Australia lags behind the rest of Asia Pacific when it comes to mobile music with only 29.5% of Sydneysiders and 22.6% of Melbournites owning an MP3 player or iPod. This compares to the regional average of 38.7%, with Hong Kong (61.5% ownership) and Bangkok (49.1% ownership) the two highest markets. * Ownership of LCD or plasma televisions in Sydney has grown a massive 65% in one year to 16.7% of Sydney PAX respondents, with 18.6% of Melbourne’s elite also owning an LCD or plasma TV. A further 21.7% of Melbourne respondents and 15.6% of Sydney respondents (a 30% increase since last year) intend to purchase an LCD or plasma TV in the next twelve months. * Hong Kong residents may be the champions of conspicuous consumption, but Australians have the highest rate of credit card billing regionally. Sydney (average US$1,650 per month) and Melbourne (average US$1,593 per month) bill far more per month than Seoul (US$1,244) or Hong Kong (US$1,146), the region’s second and third highest spenders. * Accordingly, credit card ownership is also high with Sydney (89%) and Melbourne (87.6%) only just behind Hong Kong (91.7%) and Seoul (89.4%) in terms of credit card ownership. * Sydney has the region’s highest rate of internet access with 93.4% of PAX elites able to log on either at work or home. Melbourne has the region’s second highest rate at 91.9%, followed by Hong Kong (89.3%) and Seoul (89.8%). * High petrol prices have taken their toll on Sydney’s elite with car purchase intentions for the next twelve months falling 22% in one year to 20.3%. In Melbourne, 20.7% of PAX elites intend to purchase a new car in the next twelve months. Alcohol Consumption * Australia maintained its position as the region’s highest drinkers by far with overall alcohol consumption remaining steady at 84.4% for Melbourne and 83.1% for Sydney (regional average 44.6%). * However, with imported beer consumption increasing by 31% in Sydney to 34.9% (27.4% in Melbourne) and Sydney wine consumption growing 8% to 72.8% (65.7% Melbourne), it seems the choice of alcohol
