从水箱到菜篮子，十分之九的澳大利亚人感受到物价上涨的影响
- 26% 的家庭收入超过 16 万美元，但仍 "担心 "物价上涨
- 澳大利亚人对银行失去信任，因为 "先买后付 "的做法越来越受欢迎
- 78%的人担心汽油价格
Sydney – September 30, 2025 - New research from Nielsen Consumer & Media View (CMV) shows that the Australian economy is a tale of two wallets. At one end, more than a quarter of households (26%) bring in more than $160,000 a year. At the other, one in five Australians live on less than $25,000, underscoring a growing income divide.
然而，将两者联系在一起的是生活成本压力的影响。近十分之九的澳大利亚人（约 210 万人）担心食品杂货的价格，而 1770 万人表示他们担心燃料成本的上涨。
Nielsen CMV data also shows that Australians are increasingly becoming “value-seekers” – carefully weighing up fairness, quality and trust when making purchasing decisions.
与此同时，近四分之三的人认为自己是 "讨价还价者"，如果价格合适，他们愿意更换品牌，而三分之二的人表示他们会精打细算。
这种谨慎的金融心态也延伸到了传统金融机构，每十个澳大利亚人中就有四个对大银行表示不信任。
事实证明，这为新金融机构提供了肥沃的土壤，如 "先买后付"（BNPL）提供商 AfterPay，四分之三的澳大利亚人知道这家新公司。
虽然借记卡仍是最常用的支付工具，但信用卡仍被广泛使用，主要是因为它们与奖励计划挂钩。不过，现金仍然在日常生活中发挥着重要作用，超过三分之一的澳大利亚人喜欢使用现金进行小额消费。
网上食品杂货购物也获得了发展，目前有 700 万澳大利亚人在网上购买食品和饮料，尽管大多数零售行程仍然需要去商店。
尼尔森的数据还显示，代际和地区差异决定了消费者的消费行为，Z一代和千禧一代是坚定的数字 "数字原住民"，他们高度接受网上购物、社交商务和BNPL，而年龄较大的澳大利亚人（X一代和婴儿潮一代）在国家财富中占主导地位，他们倾向于优先考虑储蓄、品牌忠诚度和可靠性。同样，澳大利亚大都市（约占总人口的 72%）在数字应用和自由支配支出方面也处于领先地位，而地区性澳大利亚人则仍然较为传统，忠于成熟品牌和本地零售商。
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics said: “The cost-of-living crunch doesn’t discriminate. Whether they’re earning a little or a lot, Australians are looking for fairness and value in every purchase. With Nielsen CMV Persona Packs, we can rapidly profile how different households are navigating these pressures, giving retailers, brands, and financial service providers the insights they need to respond with speed and precision.”
Monique Perry, Managing Director of Nielsen Pacific added: “This data shows that no matter where Australians sit on the income scale, everyone is rethinking how they spend. It’s a reminder that understanding your audience is more important than ever and that’s what CMV and Advanced Audiences are all about.”
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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