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THE RENTER OF THE FUTURE
A SNAPSHOT OF THE LIFESTYLE OF AUSTRALIAN RENTERS
Choose to rent
Forced to rent
Convenience adopters Early adopters
TECH LIFESTYLERS (TL)PRAGMATIC LIFESTYLERS (PL)
TECH HOMESEEKERS (TH)PRAGMATIC HOMESEEKERS (PH)
12% 18%
44% 26%
Nationally there are almost 7 million Australians living in rented homes, which makesrenters a massive demographic and economic force in Australia. Renters are almost 10years younger than home owners, are twice as likely to live in medium and high densityaccommodation, and move at four times the frequency of those paying off a mortgage.
Three in 10 of these households are choice renters and for them the Aussie dream isnot owning their own home; as renters they are already living their dream lifestyle.These ‘choice renters’ are three times more likely to be tech savvy early adopters withmore devices.
WHO ARE AUSTRALIA’S RENTERS?
You’ve been renting for quite some time and are happy to be doing so.Taking the unconventional route against home ownership, or perhapschoosing to invest elsewhere, you’ve chosen to focus on other thingsthan paying a mortgage or staying up to date with the latest tech trends.
You feel like you’ve missed the boat when it comes to the real estatemarket, and now it might be too late to get started on that mortgage.You might have spent decades renting, or are renting again after havingsettled somewhere else. Your preference is to update your devices only asneeded – you’re secure enough to know you don’t need the latest gadget.
You’re on the move and like to stay with the times, digitally connectedand probably working full-time. You keep your options open and would
seriously consider moving somewhere else if provided with the opportunity.You’re likely living in an apartment amidst the hustle and bustle of the city.
You stay connected online and love keeping up with technology.You’ve been renting for a few years and would be keen to settle
down if you could afford to buy a place in the area that you love.You’re motivated by the location you live in and if the opportunity
provided itself to stay there, you’d be keen to.
Z Y X BB B
Z Y X BB B
Z Y X BB B
Z Y X BB B
HD MD DH
HD MD DH HD MD DH
HD MD DH
AUSTRALIA’S FOUR RENTAL PERSONALITIES
Tech Lifestyler
Tech Homeseeker
Pragmatic Homeseeker
Pragmatic Lifestyler
STABILITY FLEXIBILITY
74%
91%
38%
66%
26%
9%
62%
34%
TO STAY OR TO GO?
73%27%
ARE STABILITY RENTERS
ARE FLEXIBILITY RENTERS
prefer to stay in the same place for a while
like the flexibility of moving when they want to
Detachedhouse
63%Semi-detached
house
14%Apartments
or units
22%Rent
30%Mortgage42%
Own outright28%
30% of Australians rent, 42% own their home with amortgage, and 28% fully own their home.
The average renter stays in their home for just 1.8 years.This compares to 8 years for those who own their homewith a mortgage and 18 years for those who own theirhome outright.
TENURE
WHERE AUSTRALIANRENTERS LIVE
HOME OWNERSHIP
77% 8% 10%ALL AUSTRALIANS
(regardless if renting or owning their home)
VS.
AGERenters are significantly younger than non-renters:
The median age of adultsliving in a rented home is
35.1 years
The median age of adultsliving in all private
dwellings is 44.7 years
INTERNET18% of rentals haveno internet connection,compared to 13% ofall Australian homes.
All Australians Australian renters
35.1 44.7
18%
70%
30%
44%56%
Z: Generation Z Y: Generation Y X: Generation X BB: Baby boomers B: Builders
HD: High density MD: Medium density DH: Detached house
WHICH RENTAL PERSONALITY ARE YOU? LEGEND
Convenience Adopters of technology: get the most outof their devices and only update when they need to
Early Adopters of technology: keep up to date with thelatest technology and where possible have the latest model.
Choice Renters:choose to rent because of the lifestyle
Forced Renters: say they are forced to rent
- Mark McCrindle, Social Researcher
THE RENTER OF THE FUTURE
0%
20%
40%
50%
30%
10%
WHAT AUSTRALIANS LOOK FOR IN RENTAL PROPERTIES
THE BEST THINGS ABOUT RENTING
1.
2.
3.
4.
5.
Allocated parking spaces
The ability to have pets
Access to cable internet
The strength of a mobile phone signal
The number of power points within rooms
38%
32%
31%
25%
22%
TOP 5 LIFESTYLE FEATURES RENTERS LOOK FOR
38%The ability tochange locations/suburbs easily
24%Easier to upsizeor downsize asneeded
18%Flexibility to travelfor extendedperiods of time
ACCESS TO CABLE INTERNET
STRENGTH OF MOBILE PHONE SIGNAL
TLTHPLPH
TLTHPLPH
35%39%23%27%
29%28%28%21%
INTERNET & POWER POINTS
FEELS LIKE HOME: Top ways Australian renters have changed their homes
46%Hung photo frames
or artwork
35%Added rugs to floors
29%Updated curtains
17%Created additional
storage
17%Changed light
fixtures
15%Painted walls
of renters say that one of the mostirritating things about moving intoa new rental property is the timeit takes to connect the internet.32%
Forced Renters and Stability Renters are more likely to find theinability to change the positioning of power points to be irritatingthan Choice Renters and Flexibility Renters.
FORCED RENTERS (HOMESEEKERS)
CHOICE RENTERS (LIFESTYLERS)
STABILITY RENTERS
FLEXIBILITY RENTERS
28%15%
26%19%
THE RENTER OF THE FUTURE
RENTER BEHAVIOUR AND TECH
RENTED THEIR ROOM /UNIT OUT
RENTER BEHAVIOURTech Lifestyler Tech Homeseeker Pragmatic Lifestyler Pragmatic Homeseeker
Average Australian renter
0
10%
20%
CAUGHT A LIFT WITH ARIDESHARE DRIVER
ORDERED TAKEAWAY ONLINE HIRED SOMEONE TO DOPERSONAL TASKS
TECH LIFESTYLERS:
AUSTRALIA'S TECH-SAVVY RENTERSRELY ON INTERNET CONNECTIVITY TO CARRY OUT EVERYDAY TASKS.
30%
40%
50%
60%
70%
FLEXIBILITY RENTERS VS. STABILITY RENTERS
have used an online site to renttheir room/unit out in the last year
27%have hired someone to do personaltasks at least once in the last year
31%have caught a lift with a ridesharedriver in the last year at least once
32%have ordered takeaway onlinein the last year at least once
66%
(11% more than once)(11% more than once)(14% more than once)(38% more than once)
Tech Lifestyler Average Australian renter
52% 8%12%15%66% 27%31%32%
Flexibility Renter Stability Renter
0
10%
20%
CAUGHT A LIFT WITH ARIDESHARE DRIVER
ORDERED TAKEAWAY ONLINE HIRED SOMEONE TO DOPERSONAL TASKS
30%
40%
50%
60%
70%
At least once in the last year
RENTED THEIR ROOM /UNIT OUT
THE RENTER OF THE FUTURE
Infographic byMETHODOLOGY:McCrindle survey to 1,007 Australians renting in Australia’s capital and major cities,in field from 2nd to 7th December 2015.
Commissioned by
DEVICES IN AUSTRALIAN HOUSEHOLDS
TECH LIFESTYLERS HAVE:
+2.7x2.7x more smart watches thanthe average Australian renter
1.5x more smart TVs than the average Australian renter
+1.5x1.31x more tablets than theaverage Australian renter
1.26x more smartphones than theaverage Australian renter
+1.31x +1.26x
IN AUSTRALIAN RENTAL HOUSEHOLDS, ON AVERAGE, EACH ADULT OWNS:
ON AVERAGE, THE TECH LIFESTYLER OWNS:
1.4 0.8 1.2 0.2 0.5SMARTPHONES TABLETS LAPTOPS SMART WATCHES SMART TVs
1.1SMARTPHONES
0.6TABLETS
1.0LAPTOPS
SMARTPHONES TABLETS SMART WATCHESSMART TVs
DEVICE OWNERSHIPTech Lifestyler Tech Homeseeker Pragmatic Lifestyler Pragmatic Homeseeker
0
0.5
1.0
1.5
FLEXIBILITY RENTERS HAVE: STABILITY RENTERS HAVE:
more desktopcomputers per personthan Flexibility Renters
21%more smartphonesper person thanStability Renters
33%more tabletsper person thanStability Renters
45%more laptopsper person thanStability Renters
35%
Average Australian renter