Survey conducted by Lonergan Research

Westpac Home Ownership

2017 Research Report –

Female Empowerment

Executive Summary

September, 2017

Methodology

Methodology

– The study was conducted among 1,047 Home Owners

and First Home Buyers.

– Surveys were distributed throughout Australia including

both capital city and non-capital city areas as shown to

the right.

– Fieldwork commenced on Monday 18th September and

was completed on Saturday 23rd September 2017.

– This study was conducted online amongst members of

a permission based panel.

– After interviewing, data was weighted to the latest

population estimates sourced from the Australian

Bureau of Statistics.

– This study aimed to explore people’s attitudes and

behaviours regarding buying their first home and the

home they would like to live in.

3

202

202

205

25

200

12

201

Example Methodology Text for Media

Releases:

The research was commissioned by

Westpac and conducted by Lonergan

Research in accordance with the ISO 20252

standard. Lonergan Research surveyed

1,047 Home Owners and First Home Buyers.

Surveys were distributed throughout

Australia including both capital city and non-

capital city areas. The survey was conducted

online amongst members of a permission-

based panel, between 18 and 23 September

2017. After interviewing, data was weighted

to the latest population estimates sourced

from the Australian Bureau of Statistics.

Glossary

– For the purpose of this study, the following terms are used throughout the report:

Term Definition Sample size

HO and FHBs

Home Owners (HOs) and Intending First Home Buyers

(FHBs): Those who have already bought their first home

or are intending to buy their first home in the next 2 years

n=1,047

(base sample)

HOHome Owner: Those who have already bought their first

home – codes 01-04 in S2n=936

FHBFirst Home Buyer: Those who intend to buy their first

home within the next 2 years – code 05 in S2n=111

Home Owner-occupierThose who own and occupy their current home – codes

01-02 in S1n=819

New HOsNew Home Owners: Those who have bought their first

home within the last 2 years – code 04 in S2n=38

Glossary

– For the purpose of this study, the following terms are used throughout the report:

Term Definition Sample size

Career Starter Looking for, or currently in, the first position in the workforce n=53

Getting Married Intending to be married in the next 2 years n=56

Financial Hardship Facing financial struggles n=187

Buying a Property Intend to buy a property in the next 2 years n=221

Partner Separation Separating or getting divorced n=22

Having a Baby Intend to have a baby in the next 2 years n=79

Approaching Retirement Retired or intending to retire in the next 5 years n=378

Paying off Home Intending to pay off a mortgage in the next 5 years n=131

Profile Breakdown

Profile of Home Owners and FHBs

TOTAL

(n=1,047)

Male

(n=518)

Female

(n=529)

Millennials

(n=204)

Gen X

(n=348)

Baby Boomers

(n=424)

Home Owners 88% 91% 85% 62% 90% 99%

New Home Owners 4% 3% 4% 12% 3% 0%

Home Owner-

occupiers77% 80% 75% 60% 77% 87%

First Home Buyers 12% 9% 15% 38% 10% 1%

S2. Thinking about first home ownership. Which of the following best applies to you?

Base: Home Owners and FHBs

Housing Actions & Priorities –

Women

Future Considerations

– Women are significantly more likely to be considering a housing action in the next five years (71%;

cf. men 61%).

– Female Home Owners are more likely to be considering buying a home to live in (i.e. buying a

home, upsizing or downsizing) in the next five years (40%; cf. men 34%)

– They are also more likely to be considering buying an investment property in the next five years

(15%; cf. men 13%)

Q1a. Which of the following are you considering in the next 5 years? Base: Home Owners

and FHBs

Considering … in the next 5

years

TOTAL

(n=1,047)

Male

(n=518)

Female

(n=529)

Buying a home 24% 20% 28%

Renovating 28% 27% 29%

Buying an investment property 15% 13% 16%

Selling a home 15% 14% 17%

Considering a housing action 66% 61% 71%

Considering … in the next 5 yearsTOTAL HO

(n=936)

Male

(n=475)

Female

(n=461)

Buying a home to live in (i.e. buying a

home, upsizing or downsizing)37% 34% 40%

Buying an investment property 14% 13% 15%

Housing Actions & Priorities –

First Home Buyers

Future Considerations – FHBs – FHB women are twice as likely as men to consider buying an investment property in the next 5 years (22%; cf.

men 11%)

Select responses for Q1a. Which of the following are you considering in the next 5 years?

Base: FHBs

22%

11%

0% 10% 20% 30%

Buying an investment property

Men (n=43)

Women (n=68)

Future Considerations – FHBs – FHB women are more likely to be thinking of purchasing a home from an investment perspective while FHB men

are looking at its potential as a home – FHB women are more likely to consider good investment potential in a

home as essential (35%; cf. men 18%), and FHB men are more likely to consider a home being move in ready to

be essential (42%; cf. women 33%). This has become less important to women since 2016 (42% vs women 40%)

Select responses for Q9. Thinking about the home itself, are each of the following features

essential, nice to have or not that important to you? Base: FHBs (n=111)

Essential

2016 (n=47 men,

n=84 women)

%

change

42% 1%

39% -55%

40% -19%

40% -12%35%

33%

18%

42%

52%

55%

70%

44%

14%

13%

12%

14%

0% 20% 40% 60% 80% 100%

Good investment potential

Move in ready

Good investment potential

Move in ready

Essential Nice to have Not that important

Men – FHB

Women – FHB

– FHB women are twice as likely as men to strongly believe owning their own home is a reflection

of their success in life (43%; cf. men 22%)

– FHB women are more likely to strongly believe owning a property is a pathway to wealth (31%; cf.

men 20%)

Attitudes to Wealth and Success Through Home Ownership –

FHBs

Q5. To what extent do you agree or disagree with each of the following statements? Base:

FHBs

Total Agree

2017(n=43)

2016(n=47)

%change

97% 97% -1%

86% 92% -6%

76% 92% -18%20%

22%

68%

56%

64%

29%

17%

5%

3%

7%

10%

0%

0% 20% 40% 60% 80% 100%

Owning a property is a pathway to wealth

Owning your own home is a reflection of yoursuccess in life

I’d like to own my home outright as soon as possible

FHB – MEN Strongly agree Slightly agree

Total Agree

2017(n=68)

2016(n=84)

%change

96% 95% 2%

85% 73% 17%

90% 82% 9%31%

43%

55%

58%

42%

41%

5%

11%

4%

5%

4%

0%

0% 20% 40% 60% 80% 100%

Owning a property is a pathway to wealth

Owning your own home is a reflection of yoursuccess in life

I’d like to own my home outright as soon as possible

FHB – WOMEN Strongly agree Slightly agree

For any questions or comments, please contact

Stephanie Cornell, Public Relations Manager

stephanie.cornell@westpac.com.au

0466 410 689