What’s surprising is that more traditional attributes like access to public transport and good quality schools are now no longer as valuable to people. The study has helped us understand what Australians truly value so as an insurer we can create products
(PRWEB) November 20, 2010
Australians want to live in a suburb that’s wired with technology and surrounded by good restaurants more than they want access to good transport or education facilities, a new lifestyle study has found.
The study by The Buzz Insurance (a part of Insurance Australia Group) found Australians value access to the internet over access to trains and buses in their ideal suburb. They also want a good coffee or movie nearby over being close to good quality schools.
The online study called ‘My ideal suburb*’ was undertaken by Newspoll and canvassed 957 Australians aged 25 – 64 to gauge the most important attributes in a suburb people look for when choosing to buy a home.
A safe suburb is the most valued attribute, considered as extremely or very important by 95% of people interviewed. Access to the latest technology like broadband and Pay TV came in as the second most desirable attribute (83%), followed by services like shops, cinemas, cafes & restaurants (77%).
Down the list came a suburb well serviced by public transport (69%), close to place of work (66%), and good quality schools (56%).
And it’s not only the Gen Y that’s pushing for technology access. People in their fifties and sixties are embracing technology with 91% of those surveyed in this age group saying they want it! When people were asked whether their current suburb met their technology expectations, 61% of city residents were happy vs 47% living in regional Australia.
The Buzz CEO Leona Murphy said the internet has become a valuable resource for people of all ages no matter where they live. "It’s no surprise that Australians across the board are demanding faster, reliable and affordable broadband access," she said.
"What’s surprising is that more traditional attributes like access to public transport and good quality schools are now no longer as valuable to people. The study has helped us understand what Australians truly value so as an insurer we can create products and services that meet the changing needs and expectations of society."
The shift towards the digital life is not affecting people’s need to belong in traditional, strong neighbourhood communities. For 74% or people, it’s extremely or very important to have friendly residents in their suburb.
About four in ten cherish nature in their area be it the beach, coast, parks, bush or birds. But the risk of natural disasters looms large. 73% consider it extremely or very important for a suburb to not be at the risk of natural disasters like floods and bushfires.
Good quality and affordable child care facilities (32%), proximity to beaches and national parks (44%), and access to pet friendly areas (45%) failed to receive majority support in extremely or very important rating categories.
When asked to rate their current suburbs against the key attributes they look for in a new suburb, overall Aussies are a happy bunch. 92% feel safe in their current suburbs and 90% said they have friendly local neighbours (attribute rated good, very good or excellent).
Other features Aussies like about their home suburbs include big block sizes, rural setting, lots of birds, and having room to move.
The study also revealed what people are dissatisfied with in their suburbs. Public transport services top the list, with about one third rating it as poor or very poor in their area. A quarter think our suburbs are boring and lack social and cultural activities and 19% are dissatisfied with the range of shops, cinemas and cafes in their area.
When asked what they least liked about their current suburbs, people cited a number of reasons including high council rates, unattractive streetscape, bad teenagers and underage drinking, and the suburb having a bad reputation.
The Buzz "My ideal suburb" study snapshot
Top 5 attributes rated extremely or very important
Reliable access to latest technology e.g. broadband and pay TV (83%)
Services like shops, cinemas, cafes & restaurants (77%)
Friendly local residents (74%)
Not at risk of natural disasters (73%)
Other factors rated extremely or very important
Well serviced by public transport (69%)
Close to place of work (66%)
Parks, fields, pools and tennis courts (66%)
Good quality schools (56%)
Range of social and cultural activities (45%)
Pet-friendly areas (45%)
Close to beaches or national parks (44%)
Good quality, affordable childcare (32%)
Note: Survey participants indicated how important each of the pre-listed attributes are to them personally on a scale of 1 to 5 (1- extremely important; 5-not at all important). Results of key attributes mentioned in this release are a combined total of ‘Extremely important’ and ‘Very important’ ratings by respondents.
For more information or to arrange an interview please contact Neha Sharma on neha(dot)sharma(at)thebuzzinsurance(dot)com(dot)au
What’s The Buzz? (http://www.thebuzzinsurance.com.au) An innovative Australian online general insurer, genuinely shaped by the community. It’s for busy people who want to manage their insurance quickly, easily and online 24/7. It pioneered the 60 second car quick quote, and home and landlord insurance that people can tailor to suit their budget and lifestyle. The Buzz is part of Insurance Australia Group (IAG), an international group employing around 12,700 people in businesses which underwrite around $7.8 billion of premium each year.
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