ODMA Consumer Survey Report

The following report details the results from the consumer survey, which was commissioned by F. R. Perry & Associates Pty Ltd on behalf of ODMA and was completed during November 2021. The survey was conducted via Internet survey. The sample size was 400 people, including 300 prescription eyewear users and 100 non users. The sample was designed to represent the spread of the Australian population in terms of Geography, Gender and Income. There was also a spread of ages, but with a bias towards people 45 years and older, to better represent the population of prescription eyewear users.The purpose of this report is restricted to providing initial feedback on the results.

There are some results and trends are clearly noticeable and are summarised as follows:

 Apart from Specsavers (93%) and OPSM (83%) there are no other retail brands with over 50% brand recognition, despite the sample size being heavily biased towards people wearing prescription spectacles.

 The vast majority of respondents intend to book their next eye test at either Specsavers (53%) or OPSM (22%).

 27% of respondents will consider purchasing prescription eyewear online for their next purchase.

 48% of prescription eyewear users will consider purchasing sunglasses from where they have their next eye test.

 31% of respondents delayed their latest eye test due to Covid lockdowns.

 61% of respondents received a new prescription when last visiting an Optical professional and 90% of these people purchased new eyewear.

 Only 29% of people shopped around for price when last purchasing prescription eyewear.

 69% of people who shopped around used the Internet to do so.

 88% of people buy prescription eyewear at the same place where they have their eyes tested.

 86% of prescription eyewear users have their eyes tested at least every 2 years.

 The incidence of consumers reporting that the full range of lens options has been explained to them has increased significantly every year, from 31.5% in 2002 to 75% in 2021.

 45% of respondents purchased their last pair of prescription spectacles from Specsavers.

 86% of consumers intend to purchase their next pair of spectacles from the same establishment as their previous pair.

 95% of respondents were happy with the product they received.

 97% were happy with the practitioner who tested their eyes.

 84% of respondents have not considered purchasing prescription eyewear online.

 When choosing lenses price and quality have become significantly more significant considerations since 2006, while the importance of practitioner advice has declined. In 2006 29% of respondents chose practitioner advice as the most important consideration, this fell to 13% in 2021.

 The percentage of people utilising more than one pair of prescription spectacles has remained similar between 2002 and 2021.

 48% of respondents who used contact lenses made their last purchase at Specsavers.

 84% of respondents to the survey own at least one pair of sunglasses, this percentage has increased every survey since 2002.

 Rebates from health funds are an increasingly important factor in purchasing decisions when it comes to prescription eyewear.