New research from Microsoft reveals Australians plan to spend up big on technology to start the new financial year
Sydney — 10 June 2010: New research*, released today by Microsoft Australia, has revealed that more than 60 per cent of Australian tax payers are planning to invest their 09/10 tax refunds on technology equipment – and retailers are set to reap the benefits.
Microsoft’s “Tax Time” research revealed that one in seven Australians will invest in a new laptop or netbook at tax time, while desktop PCs, mobile phones and TV’s ranked equally with one in ten votes each. Touchpad devices rated the lowest, with less one in twenty respondents saying they would purchase one with their tax refund dollars.
Despite the global financial crisis, almost 60 per cent of Australians surveyed plan to spend the same, or more on PCs, laptops and gadgets this year as compared to last year and 50 per cent plan the timing of their technology spend, stating that they wait until tax time to buy new hardware. Approximately two thirds of respondents said they will spend $1,000 or more this financial year on a new PC, netbook or notebook.
When making a PC, netbook or notebook purchase, functionality is the most important decision factor (81 per cent), followed by value for money (75 per cent), ease of use (64 per cent), compatibility (56 per cent) then brand (32 per cent) and finally design (23 per cent).
Australians will also invest heavily in tools to help them succeed (30 per cent) in the new work year and 42 per cent will make a News Work Year’s resolution to help them be more efficient and more productive. One in five respondents is planning to upgrade to Windows 7.
“With over 100 million Windows 7 users since launch, there has never been a better time to upgrade to a Windows 7 experience,” said Jeff Putt, Windows consumer lead for Microsoft Australia.
“Windows 7 makes everyday tasks easier. With more power, more features, more storage and better tools for connecting and sharing, Windows 7 will give you a powerful computing experience whether you’re on the go, at work or socialising online with friends and family,” Putt concluded.
The research also found that 32 percent of shoppers plan on buying technology items in major retailers like Harvey Norman, *** Smith and JB Hi-Fi, while shopping online and in smaller specialist stores was less popular, at 11 per cent each.
Generational Differences 46 per cent of Australians admit to being heavily influenced by tax time retail offers and pricing discounts, suggesting they are more likely to be swayed by price than by brand and features;• Generation Y is the most susceptible to this, with 60 per cent admitting to being influenced by price more than anything else;• 30 per cent of those surveyed are more likely to buy on impulse at tax time – with Generation Y, again, being the highest scoring group, with 45 per cent admitting to impulse purchasing at tax time; • No surprises then that Generation Y was also more likely to blow their budget during tax time shopping (25 per cent) compared with Generation X (18 per cent) and Baby Boomers (11 per cent).
Male versus Female
When it came to Tax time technology spending habits between the sexes, the survey revealed;• Men are more likely to purchase their technology products online (15 per cent) compared to women (9 per cent);• Women are more concerned by ease-of-use (72 per cent) and compatibility with current hardware (60 per cent) than men (56 per cent and 53 per cent respectively);• One quarter of the men surveyed want the latest, ‘cutting edge’ product available compared to women (19 per cent);• Women are more likely to rely on the advice of family and friends (21 per cent) compared to men (9 per cent) before making their technology purchases.
Ben McIntosh, National Business Manager, Computers and Communication at Harvey Norman, says that Tax time is one of the best times of the year to pick up a bargain.
“Consumers should take advantage of the massive retail offers available at tax time. We have a range of great promotions, and anyone looking for a faster, more reliable computing experience should demand Windows 7. You are really setting yourself up for a great, productive and entertaining year ahead,” McIntosh concluded.
Windows 7 is designed to give users the ultimate computing experience, and is available on a variety of laptops, netbooks and desktop PC’s at no additional cost. This Tax time, Microsoft recommends:
• Acer Aspire 4820TG All Rounder Notebook, $1399: www.acer.com.au• Asus N61JV Multimedia Notebook, RRP $1399: www.asus.com.au• HP ProBook 6540b Business Notebook, $1499: www.hp.com.au/taxbonus• Sony VAIO Z128 Premium Notebook, $4,099: www.sony.com.au• Toshiba Satellite U500 Touch Screen Notebook, $1499: www.mytoshiba.com.au
For more information on the research or Windows 7, please visit: http://www.microsoft.com/australia/windows/windows-7
About MicrosoftFounded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.# # #
To arrange an interview, or for further media information, please contact:Kathryn Colliton Rudolf WagnaarHoworth Howorth P: 02 8281 3812 or 0410 583 205 P: 02 8281 3879 or 0439 082 550E: kathryn@howorth.com.au E: rudolf@howorth.com.au * Microsoft’s Tax Time research was conducted by Pure Profile Research, and included quantitative research. All interviews were conducted in May 2010, and sourced from an on-line research panel. The survey polled 1,000 Australians aged 18+ who are expecting a tax refund this year after lodging their tax returns.