Who’s the average Aussie now?

Forget the beer-swilling sports nuts – we're a nation of urban-dwelling, eco-conscious bargain hunters, according to new research.

When it comes to Australia Day, many of us think of beaches, barbies, backyard cricket and booze, but it seems this may no longer be an accurate reflection of the typical Aussie.
On the eve of our national day, business information research firm IBISWorld provides a fascinating insight into who we are today – and who we'll be in 2025.

Where do we live?

In terms of housing, IBISWorld General Manager (Australia) Karen Dobie anticipates the coming ten years will see ongoing growth in high-rise apartment and inner city living in major metropolitan areas.

"Perhaps owning bricks and mortar is no longer the Australian dream?" Ms Dobie asks.

In 2012-13, it is expected that the average owner-occupier's home loan will be $300,300 – a figure forecast to rise to $678,000 by 2024-2025 (based on the historical constant growth rate).

How much do we work?

This year, the average Aussie will work just over 32 hours per week, taking home (on average) $1,086 per week, compared to an estimated 29 to 30 weekly hours in 2024-25 – a change attributed to more people transitioning to part-time work and a growing number of businesses offering flexible working hours driven by technology.

During this time, average weekly earnings will rise to $1,756, driven by inflation, up-skilling and industry movements.

In addition, IBISWorld expects we'll see more women and older people entering (or re-entering) the workforce as a result of employers' increasingly flexible approach.

How do we spend our leisure time?

This year, the average Australian will have around 78.1 leisure hours per week, up from 76.4 in 2000. So how do we spend it?

"Over the past ten years there's been a huge shift in how Australians use their leisure time largely due to the mounting influence of the internet, social media and e-commerce”, Ms Dobie says.

“In 2013, typical Australians will spend more than 20 leisure hours online, up from 18.3 in 2010 – with social media and shopping taking up most of that time, a trend we expect to continue right through to 2025."

"When we're not online, we'll be eating out, playing sport, hitting the gym and watching television and movies – although much of the latter will be done online via streaming and downloads," she adds.

What are we eating?

"One clear trend both now and looking ahead is a growing preference for ethically and sustainably produced meats, eggs and dairy (free range meats, poultry, eggs), while organic and local produce continues to rise in popularity and penetration," said Ms Dobie.

"While we have traditionally considered ourselves a country of meat-lovers, consumption of vegetarian meals is certainly a growing trend in Australia," she added.

Currently, IBISWorld estimates around five per cent of Australians consider themselves vegetarian, with just one per cent of those proclaiming veganism. By 2025 we can expect vegetarians to comprise closer to seven per cent of the population.

How are we powering our lives?

As for powering our increasingly hi-tech lives, the Carbon Tax in 2012 is tipped to drive electricity generators to switch to less carbon-heavy sources of energy, with less than 10 per cent of Australia's total electricity currently supplied from renewable sources.

In terms of renewable energy sources, hydro-electricity remains the largest generator accounting for 67.2 per cent of total green energy produced; wind energy has shown the strongest growth and now accounts for nearly 22 per cent of generation, while solar energy continues to show huge potential.