Source: Roy Morgan Single Source (Australia), April 2013 – March 2014 (n=19,120). Base: Australians 18+
Listen! Is that the sound of corks popping? Why yes, Wimbledon has kicked off, and if 2014 is anything like previous years, spectators at this most prestigious of tennis Grand Slams will polish off around 28,000 bottles of Champagne during the tournament. But do Aussie tennis fans share this love of bubbles? The latest data from Roy Morgan Research reveals that they do … but it's not the only beverage they're partial to!
First things first: by tennis fans, we mean the 1,202,000 Aussie adults who play tennis themselves, and the 5,724,000 who watch it on TV. Got that? Right, let's charge our glasses to Australia's Wimbledon greats past and present, and continue…
In the year to March 2014, 21% of Australians 18+ who play tennis and 21% of those who watch it on TV drank Champagne or sparkling wine (white or red) in an average four-week period, making both groups 33% more likely than the average Aussie adult (16%) to do so.
But bubbles aren't essential: tennis fans also have an above-average taste for non-sparkling/table wine. Some 51% of tennis players and 52% of viewers drink it in any given four weeks, compared with 42% of the total population 18+.
Tennis players, tennis viewers and the average Aussie: who drank what in the last 4 weeks?
Tennis players play hard
When it comes to other popular alcoholic beverages, however, players and viewers don't always coincide so closely in their consumption habits. Aussie adults who play tennis are significantly more likely to drink beer, cider, and spirits than those who watch it on TV (or the general population, for that matter). Perhaps all that running around the court works up a thirst…
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
"Could the famous stereotype of the Champagne-quaffing Wimbledon spectator have some basis in fact? Our data shows that Australia's tennis fans are more likely to consume sparkling wine than the average Aussie… but whether this is due to their interest in tennis, or the result of other factors, is debatable.
"For example, Aussies who play tennis are 51% more likely than the average Australian to earn incomes of $100,000+, which also happens to be the income level of those most likely to drink sparkling wine/Champagne in an average four-week period.
"Of course, playing tennis is a sociable activity, with players often having a drink at the club house or going to the pub for a post-match beverage. (Another statistic confirmed by our data: tennis players are 35% more likely than the average Aussie to go to a pub or hotel only for a drink.)
"Sadly, our data does not reveal the likelihood of an Australian winning Wimbledon this year…"
Norman Morris, Industry Communications Director
Norman.Morris@roymorgan.com
View our range of Tennis Profiles, including our Tennis Player profile and Tennis Viewer profile. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
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