This research was conducted in November 2025 with 1,000 Australian business
decision-makers using Pollfish’s verified respondent panel. 

Respondent Demographics

Age Distribution: The survey captured a diverse age range across working-age adults:

Age Range: 18 – 64 years
Mean Age: 39.9 years
Median Age: 39 years
Age Distribution: The sample shows relatively even distribution across age groups, with slight peaks in the 30-40 age range, representing mid-to-senior career professionals

Gender Distribution

The sample achieved near-perfect gender balance:

Female: 509 respondents (50.9%)
Male: 491 respondents (49.1%)

Employment Profile

Employment Status: The vast majority of respondents are in active employment:

Employed Full-Time: 713 (71.3%) – Primary group
Employed Part-Time: 178 (17.8%)
Self-Employed Full-Time: 48 (4.8%)
Self-Employed Part-Time: 36 (3.6%)
Full-Time Homemaker: 14 (1.4%)
Other (Retired, Student, Unemployed): 11 (1.1%)

Organisation Size

Respondents represent a wide range of business sizes, from solo entrepreneurs to large enterprises:

Micro (1 employee): 71 (7.1%)
Small (2-50 employees): 257 (25.7%)
Small-Medium (51-250 employees): 269 (26.9%)
Medium (251-1,000 employees): 167 (16.7%)
Large (1,001-5,000 employees): 136 (13.6%)
Enterprise (5,001+ employees): 110 (11.0%)

Household & Family Status

Parental Status: The survey captured respondents across different life stages:

Have Children Under 18 at Home: 557 (55.7%)
No Children in Household: 355 (35.5%)
Have Adult Children (18+) at Home: 98 (9.8%)
Pregnant/Expecting: 40 (4.0%)

Marketing Engagement & Decision-Making

Marketing Budget Management
The survey reveals current marketing infrastructure approaches:

Currently Self-Managing Marketing: 783 (78.3%)
Using External Management: 217 (21.7%)

What This Provides

✓ Reliable directional insights into Australian marketing budget trends
✓ Demographic snapshot of 1,000 digitally-engaged business professionals
✓ Baseline data for benchmarking against your own organization
✓ Starting point for deeper strategic investigation

What This Is

✓ Primary research designed specifically for Australian market context
✓ Stratified sample with quality controls and demographic targeting
✓ Snapshot at a meaningful moment (annual budget planning)
✓ Data suitable for trend identification and hypothesis generation

What this is not

✗ Nationally representative census data
✗ Externally peer-reviewed academic research
✗ Predictive forecast (intentions ≠ actual spending)
✗ Basis for major decisions without supporting evidence

RECOMMENDED USE:

Combine with competitive intelligence and segment analysis
Cross-reference with IAB Australia reports and industry benchmarks
Validate assumptions through your own customer/prospect research
Use as discussion framework, not primary decision driver

CONFIDENCE LEVEL: 

Moderate-to-High for directional insights into
Australian marketing investment trends among digitally-engaged businesses.
Moderate for predicting actual 2026 spending.