Advertising Standards Bureau Review of Operations 2014 | Page 71

What age are complainants?
The highest percentage of complaints in 2014
came from people in the 40 to 54 year age group,
accounting for 31 per cent of all complaints
received. The age group from 30 to 39 years
account for 20.15 per cent of complaints. These
ratios are similar to those of 2013.
In 2014, 19 to 29 year olds accounted for 14.79
per cent of complaints, followed by 55 to 65
year olds who accounted for 14.16 per cent of
complaints. The lowest number of complaints
came from people under 19 years of age, with the
second lowest, people over 65. The percentage of
complainants with an unspecified age (11.73 per
cent) ties in with the percentage of complaints
received by mail and as referrals from broadcasters.

2.52%

14.79%

20.15%

<19

19-29

30-39

31%

14.16%

5.64%

40-54

55-65

>65

11.73% Unspecified

Where are complaints
coming from?
Although the percentage of complaints received
from most States and Territories remained
consistent with previous years, there was a
significant increase in complaints from NSW
(31.77 percent in 2013 to 37.63 per cent in
2014) which can be attributed to a series of
advertisements shown only in that State. Also
significant was a six per cent drop in complaints
from Queensland, from 20.84 per cent in 2013 to
14.58 per cent in 2014.
As with previous years, the most populous state,
New South Wales, topped the percentage of
complaints received, followed by Victoria with
25.43 per cent. The percentage of complaints
received from Queensland (14.58 per cent)
Western Australia (9.79 per cent), South Australia
(8.96 per cent), Australian Capital Territory (1.93
per cent) Tasmania (1.25 per cent), and Northern
Territory (0.33 per cent) remained similar to
previous years.

Review of Operations 2014

37.63%

25.43%

14.58%

8.96%

NSW

VIC

QLD

SA

9.79%

1.93%
ACT

1.25%

0.33%

WA

TAS

NT

0.10% Unspecified

69