- 56% 的澳大利亚人正在寻找海岸度假，40% 的人计划公路旅行
- 近 1900 万澳大利亚人表示烹饪是他们的首要消遣方式
- 在参赛人数方面，AFL 在 NRL 中占主导地位
Sydney – September 24, 2025 - New insights from Nielsen Consumer & Media View (CMV) reveal how Australians are spending their free time, and it’s not what you think.
尽管生活成本压力很大，但休闲时间并没有减少，而是在转移。旅游仍然是人们的最大愿望，但澳大利亚人更倾向于带上汽车去海边度假（56%）或在公路上驰骋（40%），而不是花钱去海外度假。
然而，烹饪是无可争议的放松之王，83% 的澳大利亚人（1890 万人）表示烹饪是他们放松的方式，近十分之九的澳大利亚人还表示他们 "从头开始烹饪"。
紧随其后的是烹饪、阅读（68%）和园艺（41%），从而巩固了家庭作为休闲中心的地位。
但这并不意味着澳大利亚人不会在闲暇时间进行户外活动，步行是澳大利亚人最喜欢的休闲活动（1910 万人）。丛林漫步（54%）和海滩漫步（76%）也很受欢迎。
虽然参加有组织体育运动的人不多，但观看体育运动的人却很多。37% 的澳大利亚人观看 AFL，而 NRL 则吸引了 29% 的观众。而像澳大利亚网球公开赛（29% 的高关注度）这样的高知名度赛事，则将全国人民团结在各种尺寸的屏幕前。
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics said: “Australians don’t need extravagance to have a good time. They’re 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.”
Monique Perry, Managing Director of Nielsen Pacific added: “Australians 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.”
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.
关于尼尔森 CMV Persona Packs：按需消费者分析报告
Harnessing Nielsen’s 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.
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关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
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丹-查普曼
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