- 56% dos australianos estรฃo procurando fรฉrias no litoral, enquanto 40% estรฃo planejando uma viagem de carro
- Quase 19 milhรตes de australianos dizem que cozinhar รฉ seu principal passatempo
- A AFL domina a NRL quando se trata de participaรงรฃo
Sydney โ September 24, 2025 - New insights from Nielsen Consumer & Media View (CMV) reveal how Australians are spending their free time, and itโs not what you think.
Apesar das pressรตes do custo de vida, o tempo de lazer nรฃo estรก diminuindo, estรก mudando. Viajar continua sendo uma das principais aspiraรงรตes, mas os australianos estรฃo mais propensos a pegar o carro para passar fรฉrias no litoral (56%) ou pegar a estrada (40%) do que fazer alarde em uma viagem para o exterior.
No entanto, cozinhar รฉ o rei indiscutรญvel da descontraรงรฃo, com 83% dos australianos (18,9 milhรตes) dizendo que รฉ assim que eles relaxam, sendo que quase nove em cada dez tambรฉm dizem que "cozinham do zero".
Cozinhar รฉ seguido de perto pela leitura (68%) e jardinagem (41%), consolidando o lar como o centro do lazer.
Isso nรฃo significa que os australianos nรฃo se dediquem ao ar livre em seu tempo livre, sendo a caminhada a principal atividade de lazer do paรญs (19,1 milhรตes). As caminhadas na mata tambรฉm sรฃo populares (54%), juntamente com as caminhadas na praia (76%).
Embora a participaรงรฃo em esportes organizados seja moderada, assisti-los รฉ alto. 37% de todos os australianos assistem ร AFL, enquanto a NRL atrai 29%. E eventos de alto nรญvel, como o Australian Open (29% de alto interesse), unificam o paรญs em frente a telas de todos os tamanhos.
Glenn Channell, Nielsenโs Pacific Head of Advanced Analytics said: โAustralians donโt need extravagance to have a good time. Theyโre looking for simple ways to enrich everyday experiences, from road trips to backyard projects. With Nielsen CMV Persona Packs, we can profile these audiences and reveal how brands can position themselves as the enablers of those moments.โ
Monique Perry, Managing Director of Nielsen Pacific added: โAustralians are hungry for inspiration that enhances their leisure time, from recipes for the 83% who cook, travel guides for the 80% who love to travel, or gardening hacks for the 41% with a green thumb. When brands provide real value in these spaces, they build trust and affinity that goes far beyond the point of sale.โ
About Nielsen Consumer & Media View (CMV)
Nielsen Consumer & Media View, with its extensive breadth and depth of data, lets you access consumer research that is vital to achieving strong business and marketing goals.
Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.
Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.
Sobre os Nielsen CMV Persona Packs: Relatรณrios de perfil do consumidor sob demanda
Harnessing Nielsenโs advanced audience data capabilities via Consumer & Media View (CMV), Nielsen now provides comprehensive profiling and insights reports for any consumer segment you need to understand.
Os Nielsen Persona Packs sรฃo uma maneira mais rรกpida de resolver seus desafios de mercado. Basta definir o seu pรบblico-alvo e nรณs entregaremos um relatรณrio repleto de insights para a sua equipe em uma velocidade quase instantรขnea.
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