Assessment of Lifestyle & Social Entertainment in Australia
Situation
Our client is developing and launching a new social entertainment service overseas, and they want to better understand the Australian market.
Objective
The objective was to understand the social entertainment market and trends of Gen Z and Millennials in Australia.
Our Work
10EQS interviewed academics specializing in Gen Z and Millennial consumption behavior and industry leaders in social betting in Australia. 10EQS assessed key demand drivers, values, lifestyles, communication styles, community behavior, consumption and entertainment preferences related to social and entertainment functions for Gen Z and Millennials in Australia.
Project team
- Ex-BCG Management Consultant with extensive experience in market assessment projects, based in APJ
- 10EQS Delivery Operations (=PMO) providing quality assurance, process management and expert recruitment
- 4 industry experts
Industry experts (excerpt)
- Professor of Behavior & Social Change – University in Sydney
- Professor of Health Economics and Policy – University in NSW
- Researcher and Academic – University in Queensland
- Strategist – Advertising Agency
Results
10EQS found that in Australia, Gen Z prefer social betting, perceiving traditional betting as potentially bad for mental health. Millennials are more balanced, tilting slightly towards traditional betting, with less mental health concerns. The analysis also highlighted that Gen Z and Millennial values vary significantly, on most key dimensions including political alignment, activism, gender issues, desire for family, work ethics, diligence, and environmental sustainability.