Mark McCrindle Talks: Business, consumer behaviour and how to remain relevant

Wednesday, March 04, 2015

Mark McCrindle is a social researcher with an international following. He is recognised as a leader in tracking emerging issues and researching social trends. As an award winning social researcher and an engaging public speaker, Mark has appeared across many television networks and other media. He is a best-selling author, an influential thought leader, TEDx speaker and Principal of McCrindle Research. His advisory, communications and research company, McCrindle, count among its clients more than 100 of Australia’s largest companies and leading international brands.

What trends are transforming the business landscape at the moment?

The first would have to be demographic trends, for as our population changes so too does our customer and client base as well as our employment pool. Not only is Australia’s population growing, but with that comes increased densification, new household structures and increased cultural diversity. So from a business perspective we need to make sure that we are resonating with that diversity in our own teams and obviously connecting with a very changing Australia. We are also in the midst of generational change as the Baby Boomers and Gen X’s maintain their leadership, Generation Y are the emerging leaders while Generation Z begin their employment. Thirdly we’ve also got technological change which is phenomenal and which permeates every area of life. Occasionally you get one or two big changes coming together, but now we have four or five colliding and transforming our society in a significant way.

How have you seen these changes impacting consumer behaviour?

Well if we look just over the last 5 years, we’ve seen not only an economic downturn which we remember as the GFC, but which continues on and with that a changing consumer attitude which has become the new norm. Australians are now using new technologies to buy smart, shop around and be more empowered. They’re using technology and the power of social networks to find out ‘what do you think of this brand’, ‘what about that product’, or ‘has anyone got an idea on this?’ We’re even changing where we are buying through the emergence of online buying platforms and use of smart devices on which we can shop or at least investigate what we are going to buy wherever we are. So where we buy, what we buy, how we buy, the brands, discount shopping, the buying on price, the informed consumer – it’s all come about through technology.

How can a business thrive during these times of unprecedented change?

It’s firstly important to observe the changes that we see. Most businesses are primarily focused on their particular industry or sector, which is great and is obviously important – people have to have that domain knowledge and expertise. But we also have to be experts in looking outside the walls of our operation and area to the external environment in which we operate, to observe the trends that are taking place out there, because if something is happening out there then it’s going to impact us in here. If something is happening overseas in the globally connected world then it’s going to hit Australia as well. When we observe the trends, and then understand the trends and thirdly hopefully respond to the trends, that’s when we can thrive.

What are the new keys to communicating with clients, staff or stakeholders in general?

Digital technologies have certainly changed the way we communicate, and I think embracing this is key to effective cut through. If we look at how Generation Z who are now starting work have been shaped, it has been in this great screenage that is transforming our society. As a generation they have only ever known this world of screens, and interestingly their preferred search engine is YouTube not just Google, simply because they don’t want to read an article about something when they can watch a video on it. So that changes the whole communication pattern, and not just for Generation Z but for all generations alike. If we think about a visual, screen based, mobile, video-based generation emerging, then we’ve got to adapt to that, and a lot of people have. So communicating in a way that makes sense visually is key – using the power of symbols, pictures and the power of communicating relationally not just rationally. Using images not just words, information or data. The power of a brand these days is to connect not just with the head but with the heart – a visceral connection beyond just ‘here’s why our product is better’.

How are the emerging generation of leaders going to take into account the needs of others beyond themselves, when they have grown up in such a ‘me’ generation?

For the emerging generations there has certainly been more of a self-focus than previously. The introduction of the selfie stick and even of just the world ‘selfie’ in the Oxford English Dictionary does point to an era of narcissism, as some have called it. But if we think about it, while at first it seems a bit self-obsessed to put photos up on Instagram of the lunch we are about to eat or yet another selfie, actually there is more to it than that. People are taking photos of themselves to share that experience with others, in other words it’s just keeping in touch, it’s trying to connect and communicate. A lot of “selfies” are more “groupies”, there’s a few people in the photo. So it turns out that what’s going on is a lot of social behaviour and a lot of connectivity, highlighting that we aren’t as isolated or self-focused and some of those terms might suggest.

Additionally we have a generation of young people emerging now who are global in their identity and their outlook, who are actually more open and interested in what’s happening in the world. When they get their news feed it’s not just what’s happening in their local area, their state or their nation, but globally what’s happening. So we could actually argue they are more aware in a global sense. They are more aware of the bigger things, they are certainly more connected with others and I think with that connection, they can have an influence. Some have called it slacktivism, where they just click and like this, but it turns out that they are getting involved and are active on different campaigns, having a voice, having a vote, having an influence. This social connectivity, this broader global outlook and this cultural diversity that defines them today is bringing a renewed spirit to democracy and engagement. They are not perhaps as self-focused as we think. Even when it comes to spending money they’re not so much saving up to buy the home or the tangible asset, they’re spending money more on the experience, on travel, on connecting and while saving and planning is important for their future at least it shows an attitude of connecting with others and of experiencing the lives of others rather than it all just be about me and getting my asset base together.

For More Information:

Mark’s understanding of the key social trends as well as his engaging communication style places him in high demand in the press, on radio and on television shows, such as Sunrise, Today, ABC News 24, A Current Affair, and Today Tonight. He is also regularly commissioned to deliver keynote addresses at conferences, as well as workshops for strategic board meetings among other events.

His professional speakers pack below provides more information, or you can get in touch with ashley@mccrindle.com.au for specific enquiries.

40 Years of Change: 1975 to Today

Thursday, February 26, 2015

Since 1975 Australia has seen four decades of massive change – demographically, socially, economically, politically, globally, culturally and technologically.

In such an area it is important to not just observe the changes but to understand the trends and respond, so that we can thrive in these massive times of change.

In this video below Social Researcher and Demographer Mark McCrindle outlines these changes.


Australian population bigger and older

In 1975 the Builders generation was firmly in control, the Baby Boomers were emerging and Generation X were still kids. More than half of Australia’s population wasn’t born in 1975 and since then we’ve seen massive generational change. We’ve also seen massive population change. Back then Australia’s population was 13.7 million and today it’s almost 24 million people, an increase of more than 10 million in four decades.

In the 1970s, the average age of an Australian was in the late 20’s, while today it’s in the late 30’s, such has been the ageing of our population in that time.

Our life stages have also changed in the past 40 years. People were getting married in their early twenties back in the seventies, while now the median age of marriage is approaching the thirties, indicating great social change as well.

Earning more, costing more

Australians are also earning a lot more now than we were back then; the average full time earnings in 1975 was $7,600 per year, today the annual average earnings exceed $72,000 per annum.

And while we are earning more, costs are a lot more today than they were back then. The cost of a loaf of bread today is more than 10 times the price it was in 1975, while a litre of milk today is 3 times the cost it was 4 decades ago.

Four decades ago Sydney had the highest house cost, averaging $28,000 while today it exceeds $850,000. So while earnings have gone up, by almost tenfold, house prices have gone up by more than thirtyfold in that same period of time.

The year of the Dismissal and an end to the Vietnam War


1975 was a year of massive political change as well. The year began with Gough Whitlam as Australia’s Prime Minister, but it was the year of the Dismissal and so it ended with Malcom Fraser as Prime Minister.


Gerald Ford was the president of the United States and it was the year that the Vietnam War ended, a time of massive global change.

Jaws vs The Lego Movie

From a popular culture perspective it was quite a different era. We had harsher tastes back then perhaps because Jaws was the movie of the year compared to The Lego Movie of today. ACDC had the album of the year back then compared to Taylor Swift currently.

1970: The Beatles break up.


1972: M*A*S*H Show premieres.


1972: Terrorist attack at the Olympic Games in Munich.


1973: U.S pulls out of Vietnam.


1975: Pol Pot becomes the Communist Dictator of Cambodia and the Cambodian Genocide begins.


1975: Gough Whitlam is dismissed and Malcom Fraser elected.


1975: NBC's Saturday Night (later known as Saturday Night Live) debuts.


1976: Jimmy Carter is elected President of the United States.


1979: Margaret Thatcher becomes the first woman Prime Minister of Great Britain.


1979: Mother Theresa awarded the Nobel Peace Prize.


1979: The World Health Organisation certifies the eradication of smallpox.


Popular Movies:


Technological advancements that changed the world


1970: Computer Floppy Disks are introduced.


1971: VCRs introduced.


1975: Microsoft is founded by Bill Gates and Paul Allen, who develop a BSIC program for the Microcomputer Altair 8800, and is released the same year.


1975: The world’s first digital camera is created by Steven Sasson and Kodak Company.


1975: The laser printer is invented.


1977: The first personal computers (PC) are introduced.


1979: Sony introduces the Walkman.


1979: Cell phones are invented.


The speed and impact of these changes remind us to not just observe the changes but to understand the changes and respond so that we can thrive in these times of massive change.

To find out more about how we can help your organisation remain relevant:

Fast Facts on Marriages in Australia

Tuesday, February 17, 2015

Research Director Claire Madden shares insights and quick facts about marriage in Australia, based on our 2015 Marriage and Weddings Report.

  • Whilst the marriage rate has been slowly declining over the decades, as our population grows, there are still more weddings now than there were a decade ago. We hit the peak number of weddings in 2012 with over 123,000 weddings that year.
  • The average female is getting married at 28.3 today and males at 29.9, this has been pushed back by about 5 years over the last 3 decades.

  • The total number of divorces has been declining - there are fewer now than any time in the last 20 years, as both the divorce rate and divorce numbers have been declining. 10 years ago the divorce rate was 2.7 per 1,000 people, one year ago it was 2.2. and it is now 2.1 per 1,000 people.
  • Whilst 1 in 3 marriages end in divorce, they are lasting longer than 2 decades ago. In 1993, the average length of marriages that ended in divorce was 10.7 years, today they are lasting 12.1 years on average.

  • There are on average 326 weddings across Australia per day. This swings between over 2,000 weddings on a popular Saturday to just 37 weddings on Christmas Day!
  • 77% of Australian couples cohabitate before getting married.

  • Most popular times to get married during the year are Spring and Autumn, in the months of November and March.
  • The least popular months are June and July each of which only hosts 5% of yearly marriages.
  • Popular wedding dates are on the increase, with 923 marriages held on Australia Day.

Australia in 2015 [In the media]

Monday, February 16, 2015

What does the Australia of today really look like? With the typical length of employment being 3.3 years and Australians today working on average 17 jobs in their lifetime, we are seeing a shift from job stability to job flexibility. The rise of the couple only household means the nuclear family is on the decline. Because kids are staying at home longer, they've been named the KIPPERS (Kids in Parents Pockets Eroding Retirement Savings). And in the midst of the current baby boom, Australian's are having children later in life.

Research director Claire Madden gives insight into these trends and the changing Australian landscape, and the importance of understanding the shifts and trends occurring in our society today.

Nuclear family no longer most common household

For the first time in Australia's history, the nuclear family will no longer be the most common household – while today they make up 33% of all households, within just a year the couple only household will be the most common type of household.

Multigenerational households

With the decline of the nuclear household structure, we are often seeing three generations living under one roof: Baby boomers are being sandwiched by taking care of their own parents (the builders), while still having their Gen Y children living with them and studying.

Boomerang Kids

This type of arrangement is a significant financial advantage for Gen Y KIPPERS (Kids In Parents’ Pockets Eroding Retirement Savings) who may be saving $15,000 per year on rent alone by living with their parents. For mum and dad, however, retirement plans are delayed and retirement savings significantly decrease. Baby Boomer parents, while enjoying the social interactions available in a multigenerational household, can often feel the pressure and may feel like their hard work is being taken for granted.

Household size grows after a century of shrinkage

Household size has been declining for the last 100 years. In 1911, the average household size for Australia was 4.5. By 2006, it had fallen to 2.53. But in 2011, something remarkable happened. Household size increased. Only by a small amount, but enough to raise it to the current 2.6 people per household. The multi-gen household and boomerang kids have turned around a 100-year trend and created expanding household size.

Employment and Job Mobility

Australia is approaching 24 million people, and our labour force is close to half our total population at 11.7 million people. Of these, 70% are employed on a full time basis and 30% are part time workers. Currently our unemployment rate is at about 6.2%.

Australia’s job mobility is a long way from job for life- in fact it’s closer to three jobs per decade! Today the national average tenure in a job is 3.3 years (3 years and 4 months), based on voluntary turnover of around 15% per annum.

If this plays out consistently in the life of a school leaver today, and assuming they start their working life aged 18 (in a part-time role) and are retired from all work by 75, they will have 17 different employers in their lifetime. Based on 3 jobs before upskilling or career changing, this means that they will also have 5 separate careers in their lifetime.

Record births, older parents, increase in family size

We are currently experiencing a baby boom in Australia, with birth numbers setting new records and exceeding 300,000 per year, more than were born in the original baby boom post WWII. It is not that more women are deciding to have children, but those that are having children are deciding to have more than previously, and as a result Australia is seeing an increase in the family size.

Gen Y will produce more children than any previous generation in Australia’s history. While the number of children per Gen Y family is significantly less than that of their grandparents (in 1961 the total fertility rate hit 3.5 births per woman), Generation Y parents are having more children per couple than Generation X did. When Generation X were in their peak fertility years (turning 31 in 2001), this coincided with the very year Australia hit its lowest birth rate ever recorded in Australia (1.7). Now as Generation Y are reaching their peak fertility years we have a birth rate significantly higher, hovering around 1.9.

Natural increase and Migration

Australia's annual growth rate is 1.6% which equates to 364,800 people over the last year. In 2008 net overseas migration was 459,904 (therefore population growth numbers in the last year were 95, 104 less than they were 7 years ago).

Annual growth is comprised of two factors: natural increase (births minus deaths) and net overseas migration (permanent arrivals minus permanent departures). A permanent arrival is defined by someone living in Australia for 12 months or more (or 12 months over a 16 month period). The same time frames apply to permanent departures.

58% of Australia’s population increase is through migration which was 212,500 people last year. In 2008 net overseas migration was 315,700 which equates to 103,200 fewer last year than 7 years ago. 42% of Australia’s population growth was through natural increase which was 152,300 people.



The above data has also been visualised in the infographic, Australia's Population Map and Generational Profile:

Top 10 Tips For Running Focus Groups

Monday, February 16, 2015

1. Make sure the questions flow

When writing the questions for the group moderator’s guide, order the questions in a logical manner so that they take participants on a logical and sequential journey through the different topics you are exploring. Keep the most important questions at the start of each section so that if you run out of time you don’t miss them.

2. Recruitment matters

To ensure the group runs smoothly it is important that you recruit the right people for the group. Of course this means recruiting people who meet the client’s brief, but additionally it means recruiting people who (unless specifically needed) come from different backgrounds, aren’t related, married or close friends. This ensures that there are no unwanted cliques and that a variety of experiences and views are represented.

3. Come prepared and organised

Make sure the experience gets off to a good start by being organised and bringing everything you need and everything you think you might need (a small suitcase with wheels is a great way to transport these items.) A focus group checklist helps to make sure that things like sign in sheets, pens, blue tac, post-it notes and whiteboard markers are not forgotten.

4. Know your content, but be flexible

There is nothing worse than a moderator staring down at their guide the entire group rather than engaging with the participants. Know what you’re asking and what is most important. To check that new issues are covered, pop out during an activity and ask the client (if they are viewing) or a colleague if there is anything that should be addressed in the final minutes.

5. Location, location, location

Choose a space for your group that is professional but not too clinical. It is important that participants feel comfortable otherwise they may not feel confident to share their opinions. Set up the space with all your materials laid out, easy to access food and drinks for participants, and keep the room at a nice cool temperature.

6. Start the way you want to finish

It is important to remember that you (as the moderator) set the tone for the group and create the ‘vibe’ you want. Try and make some light hearted comments at the start of the group, offer participants food and drink and go around the group and ask each person to introduce themselves to make participants feel comfortable.

7. Mixed modal groups- Use different formats and activities during the group

The standard focus group length of 1.5 hours can feel like a long time when it is limited to group discussion. Try using post it notes to get participant’s quick thoughts on topics, use a whiteboard for brainstorming and electronic voting technology to break up the discussion.

8. Hear everyone’s opinion

Group dynamics can be the make or break for any focus group. It’s important that everyone’s views are heard and welcomed. Try giving everyone a name tag at the beginning of the group, this will help you be able to call on them to get their opinion if they aren’t speaking up.

9. Let the group flow naturally but stay in control

During the group let the conversation flow naturally but take the lead and gently bring the group back if they get too far off topic. Often the best insights are not through stilted question and answer structure but during free flowing group discussions.

10. Keep calm and just listen

Participants are going to feel more comfortable if the moderator seems relaxed and in control. They can tell and appreciate when you are listening to them and giving them your full attention. Use your body language, hand gestures and encouraging words to show that you value and are interested in their opinions.

If we can assist with helping your organisation run any focus groups, please do get in touch on 02 8824 3422.

For more on our focus group facilities, pleased head to researchrooms.com.

More about our expertise can also be found in our Market and Social Research Solutions Pack.

Marriages and Weddings in Australia [Infographic]

Friday, February 13, 2015

Analysis of the latest ABS marriages data (ABS cat 3310.0) shows that there are more weddings today than a decade ago. And with the ‘in-between’ seasons (Autumn and Spring) deemed the most popular times of year to tie the knot, wedding venues in Australia should brace for a few busy days over the coming months.

Marriages on the decline?

While the number of marriages taking place each year in Australia has been rising for more than a decade, recent figures show that marriages are on the decrease, with an average of 118,962 marriages taking place per year, a figure that is down 4,282 since 2011.

This means that we see an average of 326 marriages occurring per day across Australia, with the most happening in New South Wales, followed closely by Queensland.

Bride and Groom getting older

First time Brides & Grooms are getting older: The average age of first time brides is now over 28 and around 30 for first time grooms. There are now less than half as many grooms aged 20-24 as there were in 1993. And while brides we most commonly aged 20-24 in 1990 today they rank third after those aged 25-29 and 30-34. In 2013 there were 77 Australians that married for the first time who were aged over 75!

Cohabitation still dominant, but decreasing

Up until recently, the number of Australians living together prior to marriage had risen every year since records on this began more than a decade ago. In 2010 this figure peaked at 79%, but has since decreased slightly to 77%. While on the decline, this still means that currently, almost 4 in 5 Australian couples live together before marrying.

Culturally Diverse Marriages

55% of couples married are both born in Australia, while the remainder (45%) have one or both partners born overseas.

Autumn and spring the time to wed

November (spring) and March (autumn) are the most popular months to get married, each hosting 12% of Australia’s yearly marriages. October is also quite popular, hosting 11% followed by April (10%).

The least likely month to wed in Australia is the dead of winter – June and July – each hosting 5% of Australia’s yearly marriages.

Saturday Weddings most popular

Saturdays are by far the most popular day to get married, on which 56% of all weddings take place. Sunday is also a popular day, with 15% of weddings taking place on a Sunday, a figure that is up from 13% in 2011.

Time and money challenges may be the factors influencing couples to get creative with their marriage date. Some interesting choices in 2013 included, 59 marriages on New Year’s Day.

Social Researcher Mark McCrindle said Australia is seeing a migration away from wedding in the hot Summer months ‘due to greater competition for venues, higher venue prices and the increased flexibility with taking leave from work outside these months, which influence couples as they choose a date. Like the travel industry, shoulder seasons are beginning to replace the summer months as a more desirable option when it comes to tying the knot’.

Close to 3 in 4 (73%) weddings are conducted by a civil celebrant, while the remaining 27% are religious.

"The trend to civil weddings is also driving the season. With church attendances declining, the one-time Australians were likely to pass through the church doors was for a wedding, but now just 27% of all weddings are conducted by ministers of religion. This has led to a trend of more varied locations for ceremonies, many of these with an outdoor aesthetic where the climate matters more than for the church wedding,” said Social Researcher Mark McCrindle.

First marriage, remarriage and divorce

72% of all marriages are first marriages, with the remaining 28% remarriages.

Divorces have slowed to 48,000 per year, with the median age of females getting divorced 42.9 and 47.0 for males.




For media enquiries please contact the office on 02 8824 3422 or ashley@mccrindle.com.au

#TuesdayTrend

Tuesday, February 10, 2015

#TuesdayTrend


As Australia’s social researchers, we take the pulse of the nation. We research communities. We survey society. We analyse the trends. And we communicate the findings.

Every Tuesday we will release a trend about Australia for #TuesdayTrend. Be sure to follow, share and interact with us on Instagram, Twitter and Facebook.

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In a world of big data- we’re for visual data. We believe in the democratisation of information- that research should be accessible to everyone not just to the stats junkies. We’re passionate about turning tables into visuals, data into videos and reports into presentations. As researchers, we understand the methods but we’re also designers and we know what will communicate, and how to best engage. We’re in the business of making you look good and your data make sense.


For more information, please get in touch – we’d love to hear from you:

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Australia's Population Map and Generational Profile Update

Monday, February 09, 2015

Here at McCrindle we love Australia and everything about it - the people, Aussie spirit, weather and community. As 2015 kicks off we bring to you a visualised overview of Australia’s Population and Generational Profile, to help you understand the demographics of this great country and so you can blitz that next trivia night!

The Population Map

  • This year Australia’s population is predicated to hit 24 million!
  • Our population growth rate (1.6%) means that we are growing by 364,800 people each year! Net overseas migration accounts for more than half (58%) of this growth, while the remaining 42% is accredited to natural increase.
  • Sydney is home to the most Aussie’s (almost 5 million), followed by Melbourne, Brisbane, Perth and Adelaide.
  • There are 9.1 million households in Australia, and on average 2.6 people live in them.
  • The median age of Australian’s today is 37.3, and our life expectancy is around 82 years old.
  • Aussie’s are most likely to get married in their late twenties (29.1) and become parents in their early thirties (31.9). Our fertility rate (1.9) is even higher than the OECD average (1.7)!

Our Generational Profile

Australia is made up of 6 generations, spanning those in their 80’s and above (the Builder’s) to our newborns today (Generation Alpha). Each generation has grown up in a definitive time of unique challenge and opportunity, and how the times have changed! For example, while just 1 in 10 Builders obtained a university degree, half of our emerging generation Alpha’s are predicated to do the same.


What we do

At McCrindle, our expertise is analysing findings and effectively communicating insights and strategies. Our skills are in designing and deploying world class social and market research. Our purpose is advising organisations to respond strategically in changing times. As social researchers we help organisations, brands and communities know the times.


If we can assist you with communicating insights or visualising data, please get in touch, we’d love to hear from you:

E: info@mccrindle.com.au

P: 02 8824 3422

Gen Z and Gen Alpha Infographic Update

Wednesday, February 04, 2015

CHARACTERISTICS OF THE EMERGING GENERATIONS

We are in the midst of a generational landmark, as Australia’s “Digital Integrators” (Generation Z) began sitting their final school exams last year, and the first Generation Alpha’s begin their schooling career this year. Below we provide an explanation about each of these generations, and some interesting facts about them.


GEN Z

The students of our world today who are currently at school and university are the children of Generation X, the cohort that follows Generation Y, and who are born between 1995 and 2009. They are Generation Z.

Generation Z are the largest generation ever, comprising around 20% of Australia’s population and almost 30% of the world’s population. Globally there are almost 2 billion of them.

They are the first fully global generation, shaped in the 21st century, connected through digital devices, and engaged through social media.


GEN Z FACTS

  • AKA ‘generation connected’ or ‘dot com kids’
  • 1 in 2 predicted to obtain a uni degree
  • By 2025, will make up 27% of the workforce
  • Predicted to work 17 jobs, 5 careers and live in 15 homes in their lifetime
  • 2,000,000,000 Gen Zs globally
  • Use slanguage like ‘Cray cray’, ‘Defs’, ‘Fomo’ and ‘YOLO’

GEN ALPHA

Following our Gen Zeds are our pre-schooler and kindergarteners of today – Gen Alpha.

Born since the year 2010 they are aged 0-5, they are the children of Gen Y, and there are 1.6 million of them in Australia. They are truly the millennial generation, born and shaped fully in the 21st century, and the first generation that we will see in record numbers in the 22nd century as well. They are logged on and linked up – known as ‘digital natives’. They are the most materially endowed and technologically literate generation to ever grace the planet!


GEN ALPHA FACTS

  • 2.5 million Gen Alpha’s born around the globe each week
  • Most popular boys names: Oliver, William, Jack, Noah, Jackson
  • Most popular girls names: Charlotte, Olivia, Ava, Emily and Mia

What will Australia look like in 2034, the year when first cohort of Generation Alphas are in their early 20s?

  1. The population of Melbourne will be 5.9 million (that’s larger than the whole of Victoria today).
  2. Australia will have reached 32 million (up from 23 million currently).
  3. The global population will be 8.8 billion (that’s twice what it was when the parents of Generation Alpha were born in the early 1980’s).
  4. India will have surpassed China as the world’s most populous nation.
  5. There will be more Australians aged over 60 than under 20 for the first time in our history (a sign of our ageing population).
  6. Australia’s median age (where half the population is younger and half is older) will be 40. It was 29 when the parents of Gen Alpha were born.
  7. The most common household type will be the couple, no kids households, for the first time ever eclipsing the nuclear family of today (couple with children).


For a visual representation of the data, please see our Gen Z and Gen Alpha Infographic.

McCrindle Omnibus Surveys

Monday, February 02, 2015

What is an Omnibus?

An omnibus is an online survey, distributed to a panel of nationally representative Australian’s, helping organisations get access to what Australians think, with fast turnaround results at a fraction of the cost of a comprehensive study.

Our monthly omnibus yields 1,000 responses (18+) with results in Excel or Word available the same week (other output options available upon request). Results are provided both as a total and broken down by key demographic categories:
  • Male / female
  • Age (by generation)
  • State or territory
  • Level of education
  • Employment status
  • Household composition
  • Five household income categories
  • Other descriptors available on request

Why an Omnibus?

Running an Omnibus provides solutions for:
  • PR and communications agencies looking to maximise media activity
  • Not-for-profit agencies tracking brand awareness and campaign reach
  • Lobby groups and charities seeking to gauge public opinion on a multitude of issues
  • Marketing teams looking to undertake industry snapshots and trends in customer attitudes and behaviours
  • Strategists looking to make well-informed business decisions
  • Brands and organisations looking to develop research-based thought leadership

But how?

It’s as simple as:

  1. Determining how many questions you want to include, and
  2. Developing survey questions (with assistance from our research consultants).

Have you considered output?

At McCrindle we are well known for conducting relevant, world-class and cost effective research, and importantly, communicating the insights in innovative, useable ways. Our output options include:

  1. Let us do the analysis in a top-line or media-ready report
  2. Bring your data to life through infographics or videos
  3. Spread your results with the help of our media spokespersons Mark McCrindle or Claire Madden

What about cost?

Find out more

Download our McCrindle Omnibus Solutions Pack for more information.
McCrindle Research Omnibus

The next omnibus is just around the corner, going out on the 9th of February. Raw data will then be provided by the 13th of February.

For enquiries please contact McCrindle's research contact:
Kirsten Brewer
P: 02 8824 3422
E: kirsten@mccrindle.com.au

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