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Click here to purchase detailed Roy Morgan Health & Wellbeing profiles
& here to purchase detailed Roy Morgan profiles available on people who smoke.

According to the latest Roy Morgan Research Health Monitor, the four years to March 2010, have shown a 3% point reduction in the incidence of smoking (estimated as 260,000 fewer smokers aged 18 plus)down to a level of 17% of the overall population (an estimated 2,860,000 smokers).

Smokers living in capital cities have led the trend to quit with a 3% drop in incidence over the period. This equates to an estimated 218,000 fewer smokers in city areas, whereas amongst Australian country dwellers, smoking showed a solid decrease until 2008, but that decrease has stopped and smoking appears to be on the increase again in country areas.

Smoking Trends in Australia

Source: Roy Morgan Single Source (Australia) April ‘05 — March ‘10, 12 month moving averages Australians aged 18+ n= 20,800.

Whilst all state capitals except Brisbane show lower smoking incidence than the national figure of 17%, regional Australia shows a higher than average incidence in every state except for the Northern Territory.

Incidence of Smoking in Capital Cities and Country Regions

Source: Roy Morgan Single Source (Australia) April 2009 — March 2010, Incidence of smoking in population aged 18+, n = 18,364.

Nick Williams, Healthcare Consumer Consultant, Roy Morgan Research, says:

“Overall incidence of smoking amongst Australians has declined from 20% to 17% over the past 4 years. However, smoking in regional Australia remains higher than for the capital cities and the rate at which regional smokers are quitting is also slower. This indicates scope for stronger targeted regional implementation of the National Quit campaign and represents an opportunity for improved target marketing from the pharmaceutical marketers of medications that treat nicotine dependence.”

Click here to purchase detailed Roy Morgan Health and Wellbeing profiles

These profiles provide a broad understanding of the target audience in terms of demographics, attitudes, activities and media usage in Australia.

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For comments or further detail, please contact:

Nick Williams Healthcare Consumer Consultant

Email: Nick.Williams@RoyMorgan.com

Telephone: +61 (2) 9021 9174

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