Australian Romance Report, 2013: Mills & Boon and New Idea

Mills & Boon, the world’s leading publisher of romance (go on, admit you've read at least one

of their books. maybe several), has teamed up with New Idea magazine to look into the 

arena of romance and what’s happening in the bedroom for Australian women.

Some of the findings of the Mills & Boon and New Idea 2013 Australian Romance 

Report are certainly interesting: while a quarter of Australian women are having more sex 

than 12 months ago, want to read more erotic fiction and are being more adventurous in 

bed - good old fashioned romance and intimacy still prevails.

The report comes from interviewing over 1900 Australian women aged 18 years+ and found

that 25% are having more sex than they did a year ago, and since the phenomenon of

'Fifty Shades of Grey' and the influx of erotic fiction, women have definitely been amping it up

in the bedroom.

Whether they're in a relationship or not, women are being more daring and experimental: the

report found that 20% have recently bought something to spice things up.

If asked to try something new in the bedroom, Australian women are open to suggestions with 

66% happy to consider it depending on how adventurous, while 8% of women are happy 

to embrace any suggestion with enthusiasm, and 32% are happier to be more open and vocal 

in expressing what they enjoy in bed. 

Maybe not surprisingly (to women at least) a whopping 56% get more excited about a 

kiss and a cuddle than any suave sex moves, compared to 1% of women who favour 

a hard spanking (yup) and almost 50% of women fantasise about a passionate kiss, more 

than being tied up to a bed (19%), or joining the mile high club (6%).

As for the influence of 'Fifty Shades of Grey' et al, 26% of women believe it has opened doors 

in their love life - but that doesn’t translate to actual S & M activity, with only 6% having dabbled 

in it the past 12 months.

“What this does suggest is that erotic fiction has refreshed women’s approach to sex and 

their appetite for reading about it, with 65% saying that once they get a taste they want more,” 

says Haylee Nash, Publishing Manager  of Harlequin Enterprises (Australia).

“As a publisher, we have certainly seen the rise of erotic fiction in Australia across a number 

of our authors, such as Megan Hart and Tiffany Reisz, but what is key in these books is 

the romance element, no matter how sexy the read. Readers are certainly looking for 

spicier stories, but the sexual component is just a part of the characters’ romantic journey,” 

adds Nash

Whether in their fantasies or real life, Australian women still prefer intimacy (67%) and 

chemistry (66%) when it comes to sex and romance.

As for the top romantic gestures, 48% of Australian women rated:

- remembering the small details as the most important, which speaks to women’s desire 

for intimacy

- in second place at 41% were women who want their man to be protective.

For single women, holding hands in public or getting along with their best friend is 

important, whereas married or de facto women are more likely to appreciate their partner 

planning a date or giving them a break from the kids. Hell yeah!

Mills & Boon and New Idea 2013 Romance Report also offers insight into some 

deal-breakers when it comes to romance and the Australian man and these include:

Being needy (55%); being constantly glued to his smartphone/iPhone (54%); being married to 

his work (45%); and living with his parents (35%).

“Our research findings offer a unique glimpse into the state of the nation’s romantic and 

sex life,” says New Idea Editor-in-Chief Kim Wilson.

“While bedroom confidence and experimentation are definitely on the up, the fact that 

a passionate kiss still ranks as the number one ‘fantasy’ speaks volumes about what really 

wins the hearts of Australian women today.”

What do you think? Can you see yourself anywhere in these stats? Comment below... anon if you prefer.

21st century Australians - phrases and symbols that define us

I dunno about you but I love research reports.

Call me a nerd but anything that offers a snapshot of our society as it is today excites me.

A new report from McCrindle Research shows the top 5 “Best regarded Aussie words by Australians" are:

1. Mate
2. G’day
3. Arvo
4. Tucker
5. Snags

And the “Top 5 most uncomfortable Aussie words" are:

1. Cobber
2. Sheila
3. Strewth
4. Dunny
5. Crikey

Australia has many phrases and symbols and icons that define us as a nation. But which of these actually resonate with Aussies?

In this new study from McCrindle Research, Australians spoke about which flags, symbols and language they are proud of, and which have fallen from grace. “Mate” and “arvo” (love this word - the former, not so much) came up trumps, with 65.6% of respondents indicating they were extremely/very proud of "mate".

Not surprisingly “g’day” came in as second most popular (60.7% extremely/very proud of the word) followed by “arvo”, “tucker” and “snags”.

Of all Australian terms, “arvo” is the most used by Australians (73.2% use this term) followed by “g’day” (71.1%).

Mark McCrindle, Social Researcher and Director, McCrindle Research, said, “Our unique language is still a strong part of our national brand. From our colourful language to our unique humour, the Aussie lexicon is one of fun. Only in Australia is a redhead called “Bluey”, and a stranger is called “mate.””

However there is some well recognised local slang that Australians feel uncomfortable using. The top 5 words which Autralians hesitate to use, are “Cobber”, “Sheila”, “Strewth”, “Dunny” and Crikey”.

We have affection for iconic Aussie phrases with “No worries” a clear winner (73.7%extremely/very proud), followed by “G’day mate“ (71%) and “She’ll be right” (56.7%).

Stat overload yet? What about the top 5 best regarded Aussie phrases:

1. No worries
2. G’day mate
3. She’ll be right
4. Too easy
5. Fair dinkum

The top 5 “too ocker” Aussie phrases are:
1. Not within coo-ee
2. Woop woop
3. Dinky-di
4. Stone the crows
5. You beauty

Isn't Alf from TV show Home & Away the only one who still says "Stone the Crows?"

The most suprising stat from this report that only 13% of those surveyed use the word “woop-woop” (about 80% seem to use it on Facebook), while the ubiquitous chant “Aussie aussie aussie – oi oi oi” split Australians, but overall was rated more positively (45.5% proud) than negatively (37.5% uncomfortable). Me? About 95% uncomfy when I hear it now...

McCrindle said, “As Australians we love our iconic phrases and particularly those that communicate our down-to-earth attitude and community values. From the relaxed “no worries” to the generous “too easy”, and anything ending in “mate”, our favoured phrases radiate warmth.”

“However there is a self consciousness and even a cringe factor which sets in with words like ‘cobber’, ‘sheila’ and 'stone the crows’. We have affection for our quirky language but this is balanced with a 21st Century sophistication,” continued McCrindle.

And the BEST news of all? Australians are pushing back on the Americanization of spelling. Really? So, some Aussie are still deliberately making spelling mistakes?

According to the report, less than 1 in 20 Australians (4.5%) embrace American standard spelling (color, organize, center etc) with almost 4 in 5 Australians (79%) strongly or significantly opposed to the trend. Probably all the tired, weary sub-editors and journos.

And lastly - our flag. We love the flag (79% of Australians are extremely or very proud of the Australian flag) and the “Australian Made” symbol (67.1% very/extremely proud) but have mixed views on the Southern Cross symbol. Both the Australian Aboriginal Flag and the Boxing Kangaroo had a larger proportion of Australians who were proud of them, while 1 in 4 Australians (23%) were “slightly” or “very” uncomfortable in the use of the Southern Cross.

McCrindle said, “Australians have always been proud of their nation, but in an understated, assumed-not expressed manner. Of recent years this patriotism has been more visible, particularly seen through a fond embrace of the Australian flag.”

“Yet it is not surprising that in this land of the “fair go” symbols which articulate exclusivism rather than belonging decline in popularity. The Eureka Flag has long been viewed this way, being joined more recently by the Southern Cross,” continued McCrindle.

Our Icons in order of “most proud”
1. Australian flag
2. Australian Made
3. Australian Aboriginal Flag
4. Boxing Kangaroo
5. Southern Cross
6. Eureka Flag

So there you have it - happy Oz-traylia day, cobbers!