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And the new beach capital of Australia is… Adelaide?

Source: Roy Morgan Single Source (Australia), Oct 2009 to Sept 2014, average sample size n=18,842 residents 14+ of Sydney, Melbourne, Brisbane, Adelaide or Perth.

Over the last five years, Perth residents have gone from being the country’s most beachy, to the least, data from Roy Morgan Research shows.

In the summer of 2009-10, a peak of 56% of Perth residents reported having visited a beach, either locally or elsewhere, within the past three months. This put Perth residents well ahead of those in Melbourne, Brisbane and Adelaide (each peaking at 49%), and Sydney (45%) as the country’s most likely to hit the sand.  

Next year, in the summer of 2010-11, fewer residents of all mainland capital cities except Sydney went to the beach. Over the next two years beach-going rates in all cities except Adelaide continued to decline, with Perth undergoing the biggest drop: by the summer of 2012-13, Perth residents became more likely not to visit the beach.

In the summer of 2013-14, beach-going rates in nearly all cities bounced back to 2009-10 levels—except in Perth, where the rate fell again to 43% for a total decline of 13% points over the past five years.

Annual summer beach-going peaks in mainland capitals


Source: Roy Morgan Single Source (Australia), Oct 2009 to Sept 2014, average sample size n=18,842 residents 14+ of Sydney, Melbourne, Brisbane, Adelaide or Perth.

The decline in the rate of beach-going among Perth residents over this time could be naturally attributed to a spate of shark attacks, many from great whites and many fatal, off the WA coast since mid-2010. 

Nationally, a peak of 8.7 million Australians aged 14+ (45%) went to the beach at least once within a three month period over the summer of 2013-14, the highest proportion since 2009-10.

Norman Morris – Industry Communications Director, Roy Morgan Research, says:

“With the vast majority of residents living on the coast and summer temperatures often peaking in the mid-40s across many parts of the country, it’s no wonder Australia is a beach-going nation.

“Roy Morgan’s Single Source Survey tracks Australians’ participation a wide range of activities, and can examine these interests and behaviours against everything from demographics and attitudes, to media usage product purchasing intentions and holiday plans.”

For comments or for more information about how to identify and reach Australian beach-goers please contact:

Vaishali Nagaratnam

Telephone: +61 (3) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%