Aussies demand easy to use microwaves
Announcement posted by Canstar Blue 26 Feb 2015
The vast majority of Aussies simply couldn't do without their microwave, with three out of five using it every day of the week.
That’s one of the findings of a new survey from consumer research service Canstar Blue, which also found ease of use to be the biggest driver of customer satisfaction when buying microwaves.
“Microwaves are becoming more advanced and equipped with all sorts of impressive features. But our results suggest that many consumers are simply looking for a no-nonsense microwave that they can walk up to, press a button, and quickly heat their food,” said Canstar Blue spokesman Simon Downes.
“Microwaves represent the ultimate cooking convenience and most of us couldn’t get by without them. They are perfect for days when you get home late from work and want something to eat as quickly as possible. Do you want to stand around for a couple of minutes trying to work out the appropriate settings, or do you just want a microwave that is easy to use, but effective? It seems many are looking for simplicity.”
| Drivers of satisfaction | % of respondents |
| Ease of use | 24% |
| Even heat distribution | 20% |
| Functionality | 19% |
| Value for money | 16% |
| Appearance and design | 10% |
| Ease of cleaning | 10% |
Source: Canstar Blue Microwaves survey 2015.
The survey found that very few microwaves are sitting idly by in kitchens, with 94% of respondents using theirs at least a few times each week. Baby Boomers (61%) were most likely to use their microwave every day.
Meanwhile 86% of the 1,010 adults surveyed, who have purchased a new microwave in the last year, said it was an essential appliance in their home.
| Microwave use | % of respondents |
| Every day | 58% |
| A few times a week | 36% |
| A few times a month | 5% |
| Rarely | 1% |
| Never | 0% |
Source: Canstar Blue Microwaves survey 2015.
“We might love our microwaves, but many of us aren’t as kind to them as perhaps we could be,” added Mr Downes. “One in ten people told us they have broken a microwave by not using it correctly, and the same number admitted they rarely or never clean it. For Gen Y survey respondents, that rose to 22% who rarely or never get their hands dirty.”
| Cleaning frequency | % of respondents |
| Daily | 18% |
| Weekly | 42% |
| Fortnightly | 15% |
| Monthly | 15% |
| Rarely | 9% |
| Never | 1% |
Source: Canstar Blue Microwaves survey 2015.
Breville has picked up Canstar Blue’s Most Satisfied Customers Award for microwaves, scoring five-star ratings in the key research categories of value for money, ease of use and overall customer satisfaction.
LG, last year’s microwave award winner, once again performed well but just missed out on top spot.
It’s been a very successful few months for Breville, which also took out a Canstar Blue Innovation Excellence Award for The Boss blender in September.
“Congratulations to Breville on a very impressive set of results,” said Mr Downes.
About Canstar Blue
Canstar Blue was launched in July 2010 by CANSTAR - Australia and New Zealand’s premier researcher of retail finance information for more than 350 institutions across the finance sector. Canstar Blue releases regular surveys to measure and track Australian consumer satisfaction to help consumers make the best purchasing decisions for their needs.
What are the Canstar Blue ratings?
Canstar Blue researches, compares and rates products and services according to customer satisfaction across categories including banking, telecommunications, appliances, electronics, utilities and FMCG. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The full range of results can be seen on the Canstar Blue website at www.canstarblue.com.au.