Origin Energy Essentials Report

Origin Energy Essentials Report Full Report – May 2014

2

Introduction

Phil Craig

Executive General Manager, Corporate Affairs, Origin

Energy is an essential part of our everyday lives, but one that we often take for granted. Not only does energy power the

appliances that we can’t live without, but it also powers many gadgets that we enjoy that enhance our lives.

As Australia’s largest integrated energy provider, we are out exploring, generating and buying energy fresh every day, which gets delivered to millions of Australian homes and businesses each year..

The Origin Energy Essentials Report is the result of a survey of 1,000 Australians aged 18 – 64 year olds conducted by Nature in

March 2014. The survey asked respondents to nominate what appliances they had in their home, which appliances they use and

enjoyed most, and which appliances they considered essential.

The survey also queried respondents on their appliance purchase behaviours over the past 12 months and their appliance

purchase intentions for the next 12 months.

Like the new Energy Made Fresh Daily campaign, we want to get people thinking a bit differently about energy – where it comes

from and how we use it every day.

This report will also help us to have much richer conversations in Australia about the long and complex process of finding,

generating and delivering energy; and how we get the balance right between reliable supply, cost and reducing emissions.

3

Ipsos Australia

Dr. Rebecca Huntley, Director, Ipsos Australia

The results of The Origin Energy Essentials Report into appliance use and value validates much of what we are finding in our own

research, as part of The Mind & Mood Report, a long-running, continuous study into the hearts, minds and behaviours of Australian

consumers.

The results show that Australians love their appliances. Often one tablet, laptop, TV or fridge is not enough to satisfy a household

where children in particular are used to using technology and want to play their own games and watch their own shows when they

want (not when it suits their parents!)

No surprises that our most used (and most essential) items are fridges and washing machines. In a broadly affluent society, with

the focus on convenience, how could we possibly live without these two household essentials?

It's interesting that we use the TV more than the stovetop (does that mean watching My Kitchen Rules is more popular than

actually cooking in your own kitchen?). It's interesting too that we use the lap top and the mobile phone more than the kettle,

reflecting the continuing importance of information and communication technology in our lives, at work, at home, anytime and

anyplace.

The data also paints a clear picture of the differences between men and women and their use and value of appliances. Women use

the washing machine and vacuum more than men. Men watch TV and use the stereo more than women. In our research with

women, one of their major gripes about the men in their lives is that they feel comfortable relaxing at home and ignoring the

chores to be done. Whereas for women the home is a place of unpaid work as much as it is a retreat and haven.

4

Ipsos Australia

When it comes to computer and mobile device use, women seem to be more attached to their mobile devices (such as phones and tablets) than men, whereas

men are more likely to use the desk top computer. This reflects the fact that women in our research often report using technology to multitask – watching over

kids playing while they shop on the tablet, checking work emails on the mobile while they prepare dinner. Whereas men in our research report feeling more

comfortable off in a corner of the house on the desk top, working or playing computer games.

Clear and interesting generational differences are also reflected in the results. For younger Australians – those aged between 18 and 29 – home appliances like

washing machines and stovetops are less used and less valued than for older generations (reflecting different life-stage priorities but also the fact that these

young adults may well be living at home and Mum might still be cooking and cleaning for them). But when it comes to mobile devices, use and value shoots up

(except when it comes to the desktop computer, which seems to be an almost retro item for younger Australians).

It's also clear that some appliances in Australian homes have become redundant. We don't use our MP3 players as much anymore as we listen to music on other

mobile devices – phones and tablets and the like. The bread maker, once so popular, has become a white elephant in our kitchen cabinets. Australian consumers

seem to embrace the possibility of appliance consolidation especially in the world of mobiles, TVs and computers. The idea of having one appliance that can

perform a myriad of tasks is appealing … and perhaps explains the sudden surge of interest in a very expensive appliance like the Thermomix, which can blend

and cook at the same time.

Across all age groups the TV is the most commonly owned appliance. And yet we know from our research that consumers of all age groups, particularly younger

Australians, are using TV differently – connecting it to a lap top to watch downloaded content in particular. They are using mobile devices to watch TV content

more often. Over time it will be fascinating to watch how different generations use and value TV over other devices that allow them access content of all kinds.

The Origin Energy Essentials Report gives us a rich and fascinating insight not only into what appliances we use and love but also our current lifestyles, priorities

and how they might evolve in the future.

Top 5 Appliances in Household (ranked on % endorsement)

5 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Appliances in Household Top 5 by Location

96%

95%

95%

94%

93%

93%

93%

92%

NET TV (Any)

Fridge/Freezer

Washing Machine

Oven

Vaccum Cleaner

Toaster

Mobile Phone

Microwave

Total Population NSW

96%

96%

96%

94%

94%

94%

93%

91%

90%

NET TV (Any)

Fridge/Freezer

Washing Machine

Mobile Phone

Oven

Vacuum Cleaner

Toaster

Microwave

Kettle

VIC

97%

93%

93%

93%

93%

92%

91%

91%

90%

NET TV (Any)

Mobile Phone

Toaster

Washing Machine

Fridge/Freezer

Microwave

Kettle

Oven

Vacuum Cleaner

QLD

95%

95%

94%

94%

93%

93%

92%

92%

91%

NET TV (Any)

Oven

Vacuum Cleaner

Washing Machine

Microwave

Fridge/Freezer

Mobile Phone

Toaster

Kettle

SA

98%

97%

97%

96%

96%

96%

94%

91%

Mobile Phone

Oven

NET TV (Any)

Washing Machine

Fridge/Freezer

Vacuum Cleaner

Kettle

Toaster

WA

96%

95%

95%

94%

94%

93%

92%

Fridge/Freezer

NET TV (Any)

Washing Machine

Toaster

Oven

Vacuum Cleaner

Microwave

The TV is the most commonly owned appliance in consumers homes across the majority of the states. In SA it is Mobile Phones and Ovens that are most commonly owned, and in WA the Fridge/Freezer takes first position.

Note: Where multiple appliances occupy a position (e.g. first, second, third), we have shown all that apply.


6 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Appliances in Household Top 5 by Gender

96%

95%

95%

94%

93%

93%

93%

92%

NET TV (Any)

Fridge/Freezer

Washing Machine

Oven

Vaccum Cleaner

Toaster

Mobile Phone

Microwave

Total Population Male

97%

93%

92%

92%

92%

92%

92%

91%

90%

NET TV (Any)

Fridge/Freezer

Microwave

Oven

Washing Machine

Vacuum Cleaner

Mobile Phone

Kettle

Toaster

Female

97%

96%

96%

95%

95%

94%

94%

92%

Washing Machine

Fridge/Freezer

NET TV (Any)

Toaster

Oven

Vacuum Cleaner

Mobile Phone

Microwave

The most commonly owned appliances amongst males are TVs and Fridge/Freezers, however amongst females the most commonly owned are Washing Machines followed closely by Fridge/Freezers and TVs.



7 Qb1. Which of the following appliances do you have in your home? Please select all that apply Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Appliances in Household Top 5 by Age

96%

95%

95%

94%

93%

93%

93%

92%

NET TV (Any)

Fridge/Freezer

Washing Machine

Oven

Vaccum Cleaner

Toaster

Mobile Phone

Microwave

Total Population 18-29

95%

94%

94%

93%

92%

91%

91%

NET TV (Any)

Mobile Phone

Washing Machine

Fridge/Freezer

Microwave

Toaster

Oven

30-39

96%

94%

93%

92%

91%

91%

91%

NET TV (Any)

Fridge/Freezer

Vacuum Cleaner

Washing Machine

Oven

Kettle

Toaster

40-49

97%

96%

96%

95%

95%

94%

93%

NET TV (Any)

Washing Machine

Fridge/Freezer

Oven

Vacuum Cleaner

Mobile Phone

Toaster

50-59

97%

96%

96%

96%

95%

95%

95%

92%

91%

NET TV (Any)

Oven

Washing Machine

Fridge/Freezer

Toaster

Kettle

Vacuum Cleaner

Microwave

Mobile Phone

60-64

99%

98%

98%

98%

97%

97%

97%

96%

93%

NET TV (Any)

Microwave

Washing Machine

Toaster

Oven

Fridge/Freezer

Mobile Phone

Vacuum Cleaner

Kettle

Across the age groups, the TV is the most commonly owned appliance.


8

Appliance in household

Qb1a. For each appliance, please tell us how many of them you have in your household. Base: Total n=1,000

A third (33%) of households have two ore

more laptops.

54% of households have two or more mobile

phones.

While the majority of households have only one

fridge, over a quarter (26%) have two or more.

The Number of Appliances in Household – Total Sample

5%

5%

6%

7%

7%

7%

8%

9%

18%

20%

21%

28%

29%

33%

39%

40%

44%

69%

93%

92%

77%

88%

39%

88%

84%

49%

68%

77%

60%

67%

48%

50%

56%

29%

20%

2%

1%

13%

4%

29%

4%

6%

20%

9%

1%

10%

4%

14%

9%

4%

15%

4%

0%

0%

2%

0%

12%

0%

1%

9%

2%

0%

2%

0%

4%

1%

1%

7%

1%

0%

0%

1%

0%

8%

0%

0%

3%

0%

0%

0%

0%

1%

1%

0%

2%

0%

0%

0%

0%

0%

5%

0%

0%

2%

0%

0%

0%

0%

0%

1%

0%

2%

Fridge/Freezer

Washing Machine

Oven

Vacuum Cleaner

Toaster

Mobile Phone

Microwave

Kettle

Laptop

Printer/scanner

Stovetop

Hair Dryer

Modem/Router/WiFi

DVD/Blu-ray Player

Desktop Computer

Food Processor/Blender

Portable fans

Don't Have 1 2 3 4 5+

9



50% of households have at least one tablet. 14% have

2 or more tablets in the household.

44% of households have a

coffee machine and the majority of these

households only have one.

LED/LCD (40 inch or bigger) TV’s are the most

popular with 47% of households having at least

one. As a whole 96% of households have a TV (any) in the household

(see appliance in household charts).


44%

46%

47%

48%

49%

50%

51%

52%

53%

53%

55%

56%

60%

61%

62%

63%

56%

22%

44%

33%

51%

36%

33%

36%

37%

37%

38%

40%

40%

38%

15%

28%

0%

6%

7%

11%

0%

10%

9%

8%

7%

6%

5%

3%

0%

0%

5%

7%

0%

5%

1%

5%

0%

2%

4%

3%

2%

3%

1%

0%

0%

0%

5%

2%

0%

5%

0%

1%

0%

1%

2%

1%

0%

1%

0%

0%

0%

0%

5%

0%

0%

17%

0%

2%

0%

1%

1%

0%

0%

0%

0%

0%

0%

0%

8%

0%

Clothes Dryer

Electric tools (drills etc)

Stereo

Gaming Console (Play Station, Xbox, Wii etc.)

Dishwasher

Tablet (eg. ipad, galaxy tab)

MP3 Player (eg. iPod)

Hair Styling Appliance (e.g. Hair Straightener, Hair Curler etc.)

TV – LCD or LED Large Size (40 inch or bigger)

Reverse Cycle Air Conditioner (Heating and Cooling)

Electrical shaver

Coffee Machine

Gas hot water

Electric hot water

Ceiling fan(s)

Heater – portable

Don't Have 1 2 3 4 5+

10



21% of households have a bread maker (which is considered the most

unessential appliance).

Currently 3% of households have a

Thermomix.


65%

66%

70%

73%

79%

82%

83%

84%

86%

87%

88%

88%

90%

90%

97%

98%

33%

22%

24%

23%

20%

18%

15%

15%

11%

10%

12%

10%

10%

9%

3%

2%

2%

8%

5%

3%

0%

0%

1%

1%

2%

2%

0%

0%

0%

0%

0%

0%

0%

2%

1%

1%

0%

0%

0%

0%

1%

1%

0%

0%

0%

0%

0%

0%

0%

1%

1%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

0%

2%

0%

0%

0%

0%

Cake Mixer

TV – LCD or LED Small to Medium Size (39 inch or smaller)

TV – Plasma Large Size (40 inch or bigger)

Air conditioner (Cooling only)

Bread Maker

Heater – gas central

Heater - other

Heater – gas space/wall unit

TV – Other than a Plasma or LCD/LED

TV – Plasma Small to Medium Size (39 inch or smaller)

Solar hot water

Solar PV

Induction cooktop

Pool Pump

Thermomix

Electric vehicle

Don't Have 1 2 3 4 5+

Top 5 Essential Appliances (ranked on % endorsement)

11 Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Essential Appliances Top 5 by Location

Total Population NSW

99%

95%

94%

91%

86%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Oven

VIC

98%

96%

94%

94%

93%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Oven

QLD

97%

97%

91%

89%

86%

86%

Fridge/Freezer

Washing Machine

Stovetop

Oven

Vacuum Cleaner

Net: Hot Water

SA WA

98%

95%

92%

91%

88%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Oven

97%

95%

92%

87%

86%

Net: Hot Water

Fridge/Freezer

Washing Machine

Vacuum Cleaner

Stovetop

100%

95%

93%

92%

86%

Fridge/Freezer

Washing Machine

Stovetop

Net: Hot Water

Oven

The fridge/freezer, washing machine, hot water, stovetop and oven are identified as the most essential appliances in consumers homes. There are minimal differences across states.



12

Essential Appliances Top 5 by Gender

Total Population Male

98%

94%

92%

89%

86%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Net: Heater Any

Female

98%

97%

93%

93%

91%

Fridge/Freezer

Washing Machine

Stovetop

Net: Hot Water

Oven

Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Both males and females identify their fridge/freezer, washing machine, hot water and stovetop as the most essential appliances within their home.


98%

95%

92%

91%

88%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Oven


13

Essential Appliances Top 5 by Age

18-29 30-39 40-49 50-59 60-64 Total Population

98%

94%

92%

90%

89%

89%

Fridge/Freezer

Washing Machine

Mobile Phone

Modem/Router/Wifi

Stovetop

Oven

97%

93%

93%

91%

90%

89%

Fridge/Freezer

Stovetop

Washing Machine

Net: Hot Water

Vacuum Cleaner

Oven

98%

96%

96%

91%

88%

88%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Vacuum Cleaner

Oven

99%

97%

95%

93%

90%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Net: Heater

99%

98%

95%

90%

87%

Washing Machine

Fridge/Freezer

Net: Hot Water

Stovetop

Vacuum Cleaner

Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

18-29’s differ from other age groups in that they see their mobile phone and internet connection (modem/router/wifi) as essential.


98%

95%

92%

91%

88%

Fridge/Freezer

Washing Machine

Net: Hot Water

Stovetop

Oven

Top 5 Non-Essential Appliances (ranked on % endorsement)

14

Non-Essential Appliances Top 5 by Location

Total Population NSW VIC QLD SA WA

Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

85%

78%

73%

71%

68%

68%

Bread Maker

Gaming Console

Cake Mixer


Coffee Machine

Hair Styling Appliance

83%

71%

67%

67%

66%

65%

Bread Maker

Gaming Console

Coffee Machine

Food Processor/Blen

der

Cake Mixer


79%

77%

74%

67%

66%

Bread Maker

Gaming Console (Play Station, Xbox,

Wii etc.)

Cake Mixer

TV – Other than a Plasma

or LCD/LED


92%

86%

77%

73%

73%

71%

Bread Maker

Gaming Console


Cake Mixer

Electrical shaver

Hair Dryer

83%

81%

77%

77%

76%

75%

Tablet (eg. ipad, galaxy

tab)


Clothes Dryer

Gaming Console

Coffee Machine

Electrical shaver

84%

82%

81%

77%

75%

75%

Gaming Console



Clothes Dryer

Coffee Machine

Hair Dryer

Bread Makers, Gaming Consoles, Cake Mixers, MP3 players, Coffee machines and Hair Styling Appliances are considered the most non-essential.



15

Non-Essential Appliances Top 5 by Gender

Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Total Population Male Female

85%

78%

73%

71%

68%

68%

Bread Maker

Gaming Console

Cake Mixer


Coffee Machine


82%

73%

72%

70%

69%

Bread Maker


Gaming Console


Cake Mixer

88%

83%

75%

73%

71%

Bread Maker

Gaming Console

Cake Mixer

Coffee Machine


A bread maker is considered the most non-essential appliance amongst both males and females. Males are more likely to consider hair styling appliances to be non-essential where as females rank the electric shaver as less essential than their hair

styling appliances.

Electric shaver 69% Clothes dryer 66% Hair styling appliance 65%



16

Non-Essential Appliances Top 5 by Age


Qb2. For each of these appliances, please select if you would describe them as essential (a must have that you can’t live without) or non-essential (an appliance you could live without). Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

85%

78%

73%

71%

68%

68%

Bread Maker

Gaming Console

Cake Mixer


Coffee Machine


87%

73%

73%

71%

69%

64%

Bread Maker

Gaming Console

Cake Mixer

Stereo

Coffee Machine

Electrical shaver

79%

73%

70%

68%

68%

67%

Bread Maker

Cake Mixer

Gaming Console


Food Processor/Blen

der


91%

83%

82%

78%

75%

Bread Maker


Gaming Console


Cake Mixer

91%

90%

87%

75%

74%

74%

Gaming Console

Bread Maker


Food Processor/Blend

er


Cake Mixer

66%

64%

64%

62%

56%

56%

DVD/Blu-ray Player

Coffee Machine

Food Processor/Blen

der

Hair Dryer

Clothes Dryer

Stereo

There is little difference between age groups. 18-29s are much less likely to indicate their MP3 player is non-essential (59%).

Note: Amongst the 60-64s who had a gaming console

and/or bread maker in their

house, the portion who selected it as

non-essential is very high, however

the sample who have this appliance is far too small for

us to report.


Top 5 Most Enjoyed Appliances (ranked on % endorsement)

17 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

Most Enjoyed Appliances Top 5 by Location


81%

65%

54%

50%

42%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Gaming Console

80%

66%

55%

53%

46%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Gaming Console

80%

68%

49%

48%

38%

Net: TV (Any)

Laptop

Mobile Phone

Desktop Computer

DVD/Blu-ray Player

81%

64%

59%

48%

40%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Gaming Console

87%

68%

58%

53%

43%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Gaming Console

79%

59%

49%

48%

44%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Coffee Machine

While not the most essential of appliances, TVs, laptops, desktop computers and mobile phones are the most enjoyed.



18

Most Enjoyed Appliances Top 5 by Gender

Male Female

Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Total Population

Males get greater enjoyment from the gaming console in their household than females. Females have greater enjoyment from their mobile phone and tablet.

Modem/Router/Wifi 35% Gaming console 34%


81%

65%

54%

50%

42%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Gaming Console

82%

63%

62%

49%

41%

Net: TV (Any)

Laptop

Desktop Computer

Gaming Console

Mobile

80%

68%

58%

44%

37%

Net: TV (Any)

Laptop

Mobile

Desktop Computer

Tablet


19 Qb4. Please select the 5 appliances in your home that bring you the most enjoyment. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

Most Enjoyed Appliances Top 5 by Location

Total Population 18-29 30-39 40-49 50-59 60-64

Younger consumers get greater enjoyment form their mobile phone, internet connection and gaming console.


81%

65%

54%

50%

42%

Net: TV (Any)

Laptop

Desktop Computer

Mobile Phone

Gaming Console

76%

75%

72%

51%

43%

Mobile Phone

Laptop

Net: TV (Any)

Gaming Console

Modem/Router/Wifi

76%

64%

56%

51%

53%

Net: TV (Any)

Laptop

Mobile Phone

Desktop Computer

Gaming Console

87%

65%

53%

42%

39%

Net: TV (Any)

Laptop

Desktop Computer

DVD/Blu-ray Player

Mobile Phone

87%

71%

59%

39%

37%

Net: TV (Any)

Desktop Computer

Laptop

Tablet

DVD/Blu-ray Player

88%

62%

52%

38%

37%

Net: TV (Any)

Desktop Computer

Laptop

Tablet

DVD/Blu-ray Player

Top 5 Most Used Appliances (ranked on % endorsement)

20

Most Used Appliances Top 5 by Location


82%

50%

50%

42%

38%

38%

Fridge/Freezer

Net: TV (Any)

Washing Machine

Laptop

Mobile Phone

Desktop Computer

Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); NSW (n=320); VIC (n=270); QLD (n=188); SA (n=77); WA (n=101)

76%

52%

44%

42%

42%

38%

Fridge/Freezer

Net: TV (Any)

Laptop

Mobile Phone

Washing Machine

Kettle

89%

54%

49%

43%

38%

38%

Fridge/Freezer

Washing Machine

Net: TV (Any)

Desktop Computer

Mobile Phone

Stovetop

Two of the most essential appliances – the fridge/freezer and washing machine are also used most. The most enjoyed appliances (TVs, laptop, mobile phone, desktop computer) are also use very frequently.

81%

55%

50%

40%

40%

37%

Fridge/Freezer

Washing Machine

Net: TV (Any)

Mobile Phone

Laptop

Kettle

89%

51%

51%

48%

41%

34%

Fridge/Freezer

Laptop

Net: TV (Any)

Washing Machine

Kettle

Microwave

84%

50%

49%

42%

38%

38%

Fridge/Freezer

Washing Machine

Net: TV (Any)

Laptop

Stovetop

Microwave


21

Most Used Appliances Top 5 by Gender

Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); Males (n= 505); Females (n=495)

Total Population Male Female

Females use their mobile phone and kettle more so than males who use their TV’s more frequently.


82%

50%

50%

42%

38%

38%

Fridge/Freezer

Net: TV (Any)

Washing Machine

Laptop

Mobile Phone

Desktop Computer

82%

57%

45%

44%

41%

Fridge/Freezer

Net: TV (Any)

Washing Machine

Desktop Computer

Laptop

82%

54%

43%

43%

42%

39%

Fridge/Freezer

Washing Machine

Net: TV (Any)

Laptop

Mobile Phone

Kettle


22

Most Used Appliances Top 5 by Age


Qb3. Please select the 5 appliances in your home that are you used the most. Based on those who have each appliance in their household. Individual appliances with sample size <n=30 not shown. Base: Total Population (n=1000); 18-29 (n=204); 30-39 (n=235); 40-49 (n=246); 50-59 (n=220); 60-64 (n=95)

74%

63%

58%

42%

40%

35%

Fridge/Freezer

Mobile Phone

Laptop

Net: TV (Any)

Washing Machine

Modem/Router/Wifi

86%

54%

50%

43%

41%

Fridge/Freezer

Washing Machine

Net: TV (Any)

Desktop Computer

Mobile Phone

80%

60%

53%

42%

39%

Fridge/Freezer

Net: TV (Any)

Washing Machine

Desktop Computer

Laptop

85%

52%

51%

49%

47%

Fridge/Freezer

Kettle

Net: TV (Any)

Washing Machine

Desktop Computer

91%

60%

51%

50%

42%

Fridge/Freezer

Washing Machine

Net: TV (Any)

Kettle

Stovetop

Younger consumers use their mobile phone and internet connection (modem/router/wifi) more frequently than other age groups. These are also the appliances they identified as being most essential.

The kettle is used more frequently by those aged 50+


82%

50%

50%

42%

38%

38%

Fridge/Freezer

Net: TV (Any)

Washing Machine

Laptop

Mobile Phone

Desktop Computer

% Who purchased appliance in past 12 months (based on total sample)

23

Appliances Purchases in last 12 months – Based on Total Sample Purchased in the last 12 months

Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on total sample (n=1000). Responses below 3% not shown.

Mobile phones are the most purchased appliance

in the past 12 months.

27%

24%

16% 16% 15% 14% 12% 12%

11% 10% 9% 9% 8% 8% 8% 7% 7% 7% 7% 6% 5% 5% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3%

0%

5%

10%

15%

20%

25%

30%

% Who purchased appliance in past 12 months (based on 18-29s)

24

Appliances Purchases in last 12 months – Based on 18-29s Purchased in the last 12 months

Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on 18-29s (n=204). Responses below 3% not shown.

Mobile phones followed by tables and laptops are

the most purchased appliances amongst 18-

29s in the past 12 months.

26% 26%

18% 16% 16% 15%

14% 13% 13% 11% 10% 9% 9% 8% 8% 7% 7% 7% 6% 6% 6% 6% 5% 5% 5% 5% 5% 5% 4% 4% 4% 3% 3% 3% 3%

0%

5%

10%

15%

20%

25%

30%


25



Mobile phones followed by tables are the most purchased appliances amongst 30-39s in the

past 12 months.

28%

25%

17% 17% 15%

14% 13% 13% 10% 10% 10% 9% 9% 9% 8% 8%

7% 6% 6% 6% 6% 5% 5% 4% 4% 4% 4% 4% 3% 3%

0%

5%

10%

15%

20%

25%

30%


26



Mobile phones followed by laptops are the most purchased appliances amongst 40-49s in the

past 12 months.

30% 28%

19% 16% 15% 15%

12% 10% 10% 10% 9% 9% 8% 8% 8% 7% 7% 7% 6% 5% 4% 4% 4% 3% 3% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%


27



Mobile phones and kettles are the most purchased appliances amongst 50-

59s in the past 12 months.

30%

18% 18% 15%

13% 13% 12% 11% 10% 9% 9% 8% 7% 7% 7% 7% 6% 6% 6% 5% 5% 5% 5% 4% 4% 4% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%


28



Mobile phones are the most purchased

appliances amongst 60-64s in the past 12 months.

23%

19% 18% 17% 17%

15% 15% 15% 15%

12% 12% 10% 10% 9% 9% 8% 8% 8%

6% 6% 4% 4% 3% 3% 3% 3% 3%

0%

5%

10%

15%

20%

25%

% Who purchased appliance in past 12 months (based on Gender)

29

Appliances Purchases in last 12 months – Based on Gender Purchased in the last 12 months

Qb5. Please select all of the appliances that you purchased in the past 12 months. Based on Females (n=495), Males (n=505). Responses below 3% not shown.

There are no significant differences between males and females.

26% 24%

16% 16% 14% 13% 13% 13% 11%

10% 9% 9% 8% 8% 7% 7% 7% 6% 6% 6% 6%

4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3%

29%

24%

13% 15%

18% 15%

11% 12% 10%

11%

9% 10%

6% 8%

5%

8% 8% 10%

2%

8% 8%

4% 3%

7%

3% 2%

5% 6%

1%

5% 4% 2%

0%

5%

10%

15%

20%

25%

30%

35%

Female Male

30

Purchased in the last 12 months

Qb5. Please select all of the appliances that you purchased in the past 12 months. B6. Why did you purchase each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Tablet (e.g. ipad, galaxy tab) (n=147)

Mobile Phone (n=240)

Coffee Machine (n=94)

TV – LCD/LED (40 inch or bigger) (n=84)

Laptop (n=140)

Kettle (n=158)

Gaming Console (Play Station etc.) (n=70)

Printer/Scanner (n=106)

Toaster (n=122)

Vacuum Cleaner (n=114)

15%

24%

9%

8%

14%

16%

8%

11%

12%

12%

4%

18%

11%

15%

33%

60%

6%

43%

51%

39%

21%

77%

29%

71%

52%

32%

64%

41%

34%

47%

52%

2%

41%

7%

10%

3%

19%

5%

4%

2%

12%

2%

7%

6%

4%

4%

4%

11%

7%

10%

11%

1%

12%

1%

3%

2%

7%

1%

4%

2%

To replace a fautly appliance To upgrade from an older/existing model Never has but wanted Never had but needed Given as a gift

Purchased in last 12 months (based on total)

Mobile phones were bought as upgrades from existing models as were TVs (LCD/LED 40inch or

bigger) and gaming consoles.

Kettles, toasters

microwaves and washing machines were most

commonly purchased to replace a faulty appliance.

Appliances Purchases

31


Qb5. Please select all of the appliances that you purchased in the past 12 months. B6. Why did you purchase each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Food Processor/Blender (n=64)

Desktop Computer (n=68)

Fridge/Freezer (n=105)

Modem/Router/Wifi (n=74)

Portable fan (n=58)

DVD/Blu-ray Player (n=66)

Electronic Tools (drills etc.) (n=58)

Washing Machine (n=92)

Microwave (n=71)

7%

7%

10%

8%

6%

7%

5%

9%

7%

21%

35%

43%

19%

40%

28%

25%

51%

57%

27%

50%

49%

57%

30%

43%

35%

38%

26%

27%

2%

4%

11%

7%

24%

23%

3%

7%

13%

11%

4%

12%

21%

3%

17%

6%

9%

11%

2%

0%

2%

1%

2%

0%

2%

2%

To replace a fautly appliance To upgrade from an older/existing model Never has but wanted Never had but needed Given as a gift

Mobile phones were bought as upgrades from existing models as were TVs (LCD/LED 40inch or

bigger) and gaming consoles.

Kettles, toasters

microwaves and washing machines were most

commonly purchased to replace a faulty appliance.

Appliances Purchases


32


Qb7. When purchasing each of these appliances, how important was each of the following to you when you made your final decision? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Tablet (e.g. ipad, galaxy tab) (n=147)



TV – LCD/LED (40 inch or bigger) (n=84)

Laptop (n=140)

Kettle (n=158)

Gaming Console (Play Station etc.) (n=70)

Printer/Scanner (n=106)

Toaster (n=122)


15%

24%

9%

8%

14%

16%

8%

11%

12%

12%

28%

29%

34%

29%

29%

35%

24%

42%

37%

32%

5%

6%

7%

12%

7%

11%

6%

5%

9%

8%

18%

18%

13%

14%

14%

9%

18%

10%

9%

13%

9%

11%

10%

10%

9%

13%

8%

6%

12%

7%

22%

20%

19%

19%

21%

12%

22%

20%

13%

19%

5%

5%

6%

5%

5%

8%

7%

7%

7%

6%

4%

4%

5%

2%

5%

4%

4%

3%

3%

4%

8%

7%

8%

9%

10%

9%

11%

7%

9%

10%

Price Energy efficiency Brand's reputation Design

Features of the appliance Availability Recommendation from others Warranty


Besides price, the most important consideration

for the majority of appliances is the features

of the appliance.

Appliances Purchases - Considerations

33


Qb7. When purchasing each of these appliances, how important was each of the following to you when you made your final decision? Based on those who have each appliance in their household. Individual appliances with sample size <n=50 not shown. Base: Have Appliance (Sample between n=58 and n=240 per appliance)

Food Processor/Blender (n=64)



Modem/Router/Wifi (n=74)

Portable fan (n=58)

DVD/Blu-ray Player (n=66)

Electronic Tools (drills etc.) (n=58)


Microwave (n=71)

7%

7%

10%

8%

6%

7%

5%

9%

7%

30%

31%

28%

36%

41%

35%

30%

31%

36%

10%

7%

16%

6%

14%

5%

5%

16%

12%

14%

14%

11%

10%

4%

14%

15%

11%

11%

8%

6%

9%

4%

11%

8%

6%

6%

9%

18%

25%

14%

22%

10%

21%

27%

15%

15%

7%

5%

8%

10%

9%

7%

6%

6%

6%

4%

3%

4%

5%

3%

2%

3%

5%

4%

10%

9%

10%

7%

8%

8%

8%

10%

8%

Price Energy efficiency Brand's reputation Design

Features of the appliance Availability Recommendation from others Warranty

Besides price, the most important consideration

for the majority of appliances is the features

of the appliance.

Appliances Purchases - Considerations


% Who intend to purchase an appliance in the next 12 months (based on total sample)

34

Appliances – Intend to buy in the next 12 months – Based on Total Sample

Intend to purchase in the next 12 months

Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on total sample (n=1000). Responses below 3% not shown.

TVs (any) are the most intended purchase in the

next 12 months

49%

13% 12% 9% 9% 7% 6% 6% 6% 5% 5% 5% 5% 5% 5% 5% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

% Who intend to purchase an appliance in the next 12 months (based on 18-29s)

35

Appliances – Intend to buy in the next 12 months – Based on 18-29s


Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on 18-29s (n=204). Responses below 3% not shown.

Mobile phones are the most intended purchase amongst those 18-29 in

the next 12 months.

47%

15% 11% 11% 10% 8% 8% 7% 7% 7% 6% 6% 5% 5% 5% 5% 4% 4% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


36




TVs, followed by Mobile Phones are the most

intended purchase in the next 12months amongst

those 30-39.

41%

18% 17% 13%

10% 8% 8% 8% 7% 7% 7% 7% 7% 5% 5% 5% 5% 5% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


37




TVs are the most intended purchase in the next

12months amongst those 40-49.

50%

12% 9% 9% 8% 7% 6% 6% 5% 5% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%


38




TVs are the most intended purchase amongst those

50-59 in the next 12 months.

56%

10% 7% 7% 7% 6% 6% 6% 6% 5% 5% 5% 5% 4% 4% 4% 3% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%


39




TVs are the most intended purchase in the next 12

months amongst those 60-64.

58%

9% 6% 5% 5% 4% 4% 4% 4% 4% 4% 4% 4% 4% 3% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

% Who intend to purchase an appliance in the next 12 months (based on Gender)

40

Appliances – Intend to buy in the next 12 months – Based on Gender


Qb8. Which of the following appliances do you intend to buy in the next 12months? Based on Females (n=495), Males (n=505). Responses below 3% not shown.

Mobile phones are the most intended purchase in

the next 12 months, amongst females, yet

amongst males the most intended purchase is a TV

(any).

45%

12% 11% 10% 7% 7% 7% 6%

5% 5% 5% 5% 5% 5% 4% 4% 4% 4% 3% 3% 3% 3% 3%

45%

11%

8%

15%

10% 7%

6% 4%

4% 7% 2% 5%

1% 1% 5% 5% 6%

8%

3% 2% 0%

7% 3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Female Male

41


QB8. Which of the following appliances do you intend to buy in the next 12 months? QB9. Why are you planning to buy each of these appliances? Based on those who have each appliance in their household. Individual appliances with sample size <n=40 not shown. Base: Have Appliance (Sample between n=45 and n=112 per appliance)


Tablet (n=86)

Laptop (n=85)




TV – LCD or LED (40 inch or bigger) (n=62)

Clothes Dryer (n=48)

Kettle (n=48)

Dishwasher (n=45)



Toaster (n=46)

Microwave (n=45)

12%

9%

9%

7%

6%

6%

6%

6%

5%

5%

5%

5%

5%

5%

6%

2%

10%

19%

10%

23%

6%

16%

23%

14%

4%

2%

20%

24%

90%

33%

71%

54%

70%

57%

66%

33%

60%

33%

19%

85%

64%

60%

1%

53%

11%

12%

7%

5%

19%

26%

0%

44%

67%

8%

6%

2%

2%

11%

2%

8%

7%

8%

3%

20%

8%

4%

7%

0%

6%

9%

2%

2%

6%

8%

5%

6%

6%

4%

9%

5%

2%

5%

5%

5%

To replace a fautly appliance To upgrade from an older/existing model Don't have but want one Don't have but I need one Other

Intend to purchase in next 12 months

(based on total)

Consumers primarily intend to buy mobile

phones, laptops, desktop computers, vacuum

cleaners, fridge/freezers, washing machines, TV’s,

Kettles, toaster and microwaves as an

upgrade.

Tablets, dishwashers and coffee machines are likely to be purchased by people who don’t currently have

one but want one.

Reasons for wanting to purchase – Total Sample

Note: Low sample size – please use as context only.

Published in May 2014 Disclaimer Origin Energy Limited (Origin) has prepared this publication to provide information about the company for its customers and other stakeholders. The information presented here is of a general nature and there is a possibility that changes in circumstances after the date of publication may impact on the accuracy of the information. Origin does not warrant that the information is correct, complete or adequate and does not warrant that the information will be useful for any particular purpose. Origin strongly advises you to seek independent professional advice before making any investment decisions. Copyright © 2014 Origin Energy

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