Nielsen Consumer & Media View (CMV) has released new insights into Australian leisure activities and consumer behaviour, highlighting a preference for simplicity and everyday enrichment. According to the data, 56% of Australians are seeking coastal holidays, while 40% are planning road trips. This suggests a strong inclination towards accessible and uncomplicated travel experiences.

Cooking emerges as a leading pastime for nearly 19 million Australians, with 83% indicating they cook from scratch. Walking is the most popular leisure activity, with 19.1 million Australians participating. Additionally, bushwalking attracts 54% of the population, and 76% enjoy visiting the beach.

In terms of sports viewership, 37% of Australians watch the Australian Football League (AFL), while 29% follow the National Rugby League (NRL). The Australian Open also garners significant interest, with 29% of Australians expressing enthusiasm for the event.

Nielsen CMV Persona Packs offer consumer profiling reports designed to provide targeted audience insights. These reports aim to help brands understand and connect with their audiences more effectively.

Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics, commented on the findings: “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.”