The McCrindle Blog
Seven years ago McCrindle Research began in a spare room of Mark and Ruth McCrindle’s house. With a psychology background, market research experience, and a passion to conduct world class research, Mark began the McCrindle Research story.
Since then we’ve been commissioned by scores of clients, completed hundreds of projects, interviewed thousands of people, analysed hundreds of thousands of online survey responses, and interpreted millions of data points for our demographic summaries. Our research has been disseminated through hundreds of media articles, more than 10,000 of Mark’s books, and more than 100,000 of our acclaimed A5 population maps.
As Australia’s leading data visualisation researchers, our infographics, slide decks, whitepapers and research summaries have been meeting quite a need for world class research and analysis communicated in relevant, innovative ways. Our analytics tells us that they’ve been getting thousands of views and downloads each day.
So if you are looking to analyse your market, identify consumer segments, understand the demographics, engage with diverse generations, or respond to the emerging trends, then check out our research packs, Mark’s speaking pack or get in contact for a quote. Through commissioned research projects, focus groups and online surveys, demographic reports, strategic workshops, and keynote presentations, we help organisations know the times.
1. Demographic Qs
Make sure you ask demographic questions at the beginning of the survey. As a survey goes on, respondents are tempted to drop out, particularly at the end. Respondents are time-poor and privacy aware.
Ensuring demographic questions are completed will give you a wealth of power when analysing the findings, so that you can filter the findings – even across multiple factors. Also, don’t ask questions that you don’t need. If you’re unsure you’re going to use the findings, then don’t include it.
2. Survey flow
Good research tells a story and good survey design takes respondents on a journey. Cluster questions under similar topics together, and make sure that each section weaves seamlessly into the next. If the survey is a collection of topics or an omnibus, just tell them upfront or have an introductory statement preceding each section. Respondents are people, and people appreciate candidness. #honestyworks
3. Provide options
Make sure your answer options are comprehensive and cater for a range of responses. If not, at least give the respondent an option to select ‘none of the above’ or ‘other (please specify)’. There is nothing more frustrating than feeling like you’re being boxed into categories e.g. “I love this product” “I like this product” “This product is the best” “I will never use any other product again”.
Effective surveys are based on scientific methodologies and so for the results to have credibility, the questions and options likewise need credibility.
4. Sample size
Ensure that your survey is sent to a solid sample size, particularly for national surveys. The more breakdowns you want to do, the more important the sample size (e.g. breakdown of results by State and age – Gen Y males in NSW). This is particularly true if you want to take your findings to the media or use in advertising/promoting material. When stating that a sample is nationally representative, make sure the percentages of the sample align with national figures for gender, age and state.
A useful visual tool (and one we use for our projects) is our Population map, based on national statistics from the ABS.
5. Use ‘forced response’ sparingly
Oh, the perils of forced response questions! On the one hand, forced response is a handy feature to combat militant mouse clickers who blaze through surveys, unafraid to progress through each question (obstacle) in a trance-like clicking frenzy (what we like to call the ‘Dance of the index finger”). On the other hand, being forced to answer a ‘Please give comment’ question when you really don’t have an opinion may as well be the same thing as inserting an ‘End survey now’ button.
For further assistance with survey design or research, please feel free to contact Hester Kahei :)
It’s the International Year of Statistics, it’s the month that Australia hits 23 million, and so we got a little ahead of ourselves.
Here’s what Tuesday 23 April 2013 at 9.57pm has in store for you if, like us, you’ll be camped around the Australian Bureau of Statistics Population Clock. And if you are expecting a baby around that time, or awaiting the inbound international flight of a permanently arriving friend, then there is a big chance that you’ll be welcoming Australia’s 23 millionth! This unique individual will have 1 minute and 23 seconds when they will be one in a million (actually one in 23 million!) before they are joined by the next Australian which begins the journey towards 24 million - which will be reached in late 2015.
And while there are 2 weeks to go until the 23,000,000 milestone, we just wanted to give you a sneak peak. But hey, we’re futurists!
Image altered based ABS population data. With thanks to abs.gov.au.
National Youth Week, held 5-14 April 2013, is a chance for young people, aged 12 to 25, to share ideas, attend live events, have their voices heard, and showcase their talent. It is a chance for the local and broader community to celebrate the contributions of young people. This year’s theme, “Be Active. Be Happy. Be You.,” encourages young people to speak up on their issues and the things concerning them, giving them a voice of acceptance and respect in their local areas.
At McCrindle Research, we have compiled a demographic snapshot of young people aged 12 to 25 in Australia and presented a face of Australian youth.
Demographic Snapshot of Today’s & Tomorrow’s Youth
Currently there are 4,280,322 persons between the age of 12 to 25 in Australia – that is, 18.6% of our population. There are 109, 260 more males than females in this age group, with males comprising 51.3% of the 12-25 population, and females making up 48.7%.
There are 151,023 more young people aged 12 to 25 than 5 years ago, in 2008, although as a percentage of the total population it has decreased from 19.4% to 18.6%.
Population Changes into 2020 and 2028
While young people in Australia make up a significant portion of our population, we are seeing an increase in the percentage of our population that is over 60, and a decreasing percentage of population that is under 20. In 2008, 26.0% of our population was under 20, and 18.5% of our population was over 60. Today, in 2013, 25% of our population is under 20, and 19.6% of our population is over 60. Based on these current demographic trends, by 2028, for the first time in Australia’s history there will be more people aged 60 than aged under 20.
This is not to say that the rate at which we are growing is declining – in fact, quite the opposite. With over 300,000 births taking place every year and Australia about to hit 23 million this month, Australia’s population is growing faster than ever. As our population grows, however, the age of our population is increasing and the proportion of our population between the ages of 12 to 25 is decreasing. In 2020, only 17.5% of Australians (4,419,758 out of a total population of 25,288,090) will be aged between the 12 and 25 (down from 18.6% today).
The Face of Today’s Emerging Teenager
First of the New Millennium Generation
Today’s emerging teenager, aged 13, is part of Generation Z – the first generation of the new millennium – was born in the year 2000. As a new millennial citizen, today’s emerging teenager was born in the time that John Howard was Australia’s prime minister, Sydney hosted the Summer Olympics, the Goods and Services Tax was introduced nationally, the Airport Rail Link opened in Sydney, and Popstars, the first Australian reality TV show, aired on national television.
His Name is Joshua, Her Name is Jessica
The most popular boys name given to babies in 2000 was Joshua. Today the most popular name is Jack (Joshua is 12th). In 2000, Jessica was the most dominant girl’s name (today it is Charlotte, with Jessica now ranked at 27th).
Born in an Era of a Falling Birth Rate
Joshua was born at a time in which Australia’s birth rate was falling. Leading up to the year 2000, Australia’s total fertility rate had been on the decrease since 1990, with 1.7 babies being born per woman. This trend reversed in the early 2000s and we are currently in the midst of another ‘baby boom,’ with 1.9 babies born per woman in the year 2011 and the numbers steadily increasing.
Joshua’s parents are Generation X – the 21% of Australia’s population born between 1965 and 1979. If Joshua was the first-born child, his mother was born in 1970 and had him when she was 29.8 years old. She is now going on 43 and trying to get her head around her work-life balance: perhaps she is pursuing entrepreneurial ambitions, planning on spending more time with her family, or working towards further study pursuits.
Joshua’s Future Education & Employment
Joshua’s generation, Gen Z (those born between 1995 to 2009) is the first fully global generation, shaped by the 21st century, connected through digital devices and engaged through social media. Joshua will pursue further education and training to go on to university, but education is no longer a life-stage for him – it is a life-long reality. Based on today’s average tenia, today’s vocationally mobile, entrepreneurial, and truly global Generation Z will have 17 employers across 5 separate careers, working in jobs that don’t even currently exist.
Australia is just 2 weeks away from hitting its next population milestone of 23 million, so how does Australia’s 23 million people across almost 9 million households, living in almost 7,000 unique suburbs, towns and localities look?
Here’s our acclaimed Australia Street demographic video.
And while we’re at it, here’s a video snapshot of the changing generations and an overview of the emerging trends to help you know the times.
( ᴥ )
23,000,000 around ANZAC Day 2013
Australia’s population will reach 23 million in late April 2013. Currently the Australian Bureau of Statistics population clock shows that we have been growing our population by one person every 1 minute and 24 seconds, or about 1028 people per day. However, the rate of population increase has increased slightly over the last few months and the latest quarterly demographic statistics will show that this growth has accelerated, bringing forward the 23 millionth milestone originally from June, to May, and now into April.
Doubling the Population
Australia’s population reached 11.5 million in 1966 and so it has taken less than 47 years to double to 23 million. The global population doubled at a slightly faster rate, hitting 3.5 billion in 1968 and reaching 7 billion in late 2011, a period of just over 43 years.
While an annual population growth rate of 1.6% doesn’t sound huge, it is well above the forecast of a decade ago (around 1%) and equates to a population increase equivalent to one new Canberra or three new Darwin’s per year.
40 Million in the 2050’s
Australia has been growing by a million people roughly every two and a half years. Even if the population growth rate stays the same, the speed of adding each new million will accelerate as the population base increases (for example our current birth rate of 1.8 is producing record birth numbers, exceeding 300,000 per year, even though in 1961 we had a birth rate of 3.5- because our population today is more than twice as large as it was then.) Even allowing for a slight slowing of the population growth rate, Australia’s population will exceed 40 million in the late 2050’s although if the growth rate continues its current strength, this milestone could easily be reached by the mid 2050’s.
23 Million of 7 Billion
With the current world population at 7 billion, Australia’s population represents just 0.33% of the global population.
Australia is not only experiencing a two-speed economy, with solid economic growth in Western Australia, but also two-speed demography. The population growth rate of WA at 3.3% makes it our fastest growing state, more than double the national average, and more than twice that of most of the eastern states.
Will our 23,000,000th be Worker Chris or Baby Jack?
More of our growth currently is coming from net overseas migration (58%) compared to natural increase (42%). The number one source country for permanent arrivals into Australia currently is the United Kingdom, accounting for 1 in 5 arrivals. Almost two thirds of permanent arrivals (63%) come under work visa categories, compared to just under a third (30%) on family visas, and 7% on humanitarian visas. And of the working arrivals, they are more likely to be male, and aged in their 20’s and 30’s.
Therefore, based on the current demographic probabilities, our 23 millionth is most likely to be a young male Pom named Chris (the UK’s most popular boys name in the early 1980’s)!
If the 23 millionth was a baby, then it is more likely to be a boy (there are 105 males born for every 100 females) named Jack (the current most popular baby boy’s name) born to a 31 year old mother and a 33 year old father (the median age of all parents has been rising) in Western Sydney (the fastest growing area of our largest city).
Big Australia and Australia at 23 Million infographics
Last Friday McCrindle Research partnered with Sydney Centre for Innovation in Learning and to present The Education Future Forum 2013, a highly successful event!
This event brought together key thinkers and leaders in the area of education, innovation and future thinking with current research and best practice, presented within the context of a highly regarded and innovative school. The Education Future Forum took a strategic view of the future people, places, programmes, processes, pedagogy and pathways redefining 21st century education. The Forum is an opportunity for educational leaders, policy-makers, administrators and practitioners to hear some of the latest findings, be equipped with effective strategies and engage in the dialogue around the future needs, trends and directions in education.
Here are some photos from the day, with some great feedback from the delegates.
For more information visit the Education Future Forum website, or for information on any future McCrindle Research events sign up for our Insights Update and we'll be more than happy to keep you notified!
“ The forum overall was excellent.
Mark's presentations were very
informative. It was a great day. ”
“ Very interesting day! Felt very catered for;
lots of stimulating learning encouraged
through presentations. ”
“ Excellent - good introduction
to 'reshaping' and influencing
traditional thinking. ”
“Excellent - Make it 2 days! ”
With Valentine’s Day just around the corner, we at McCrindle Research were curious about how Australians experience love and relationships. In 2012, Google searches for the term “love” skyrocketed on the week of Valentine’s Day (Google Trends). This year, we expect results will be no different.
Aussies on the Love Index
While some might argue that marriage in the traditional sense is no longer “in,” recently released statistics by the ABS (cat 3310.0) prove this to be untrue down under. The rate of Australians tying the knot each year is significantly more than those doing marrying in parts of North America and Europe. In 2011, 5.4 marriages per 1,000 people took place in Australia whereas only 4.4 took place in Canada, 4.3 in the UK and only 3.7 in France, the birthplace of the ‘language of love.’
Diversity of Love in Australia
As an effect of Australia’s rich and increasing multiculturalism, we are seeing an increase in the number of marriages between individuals born in different countries – from 29.0% in 1991 to 31.6% in 2011. Even greater is the increase of marriages between individuals both born in the same overseas country – from just 7.9% in 1991 to 12.6% in 2011. Australia is certainly the birthplace of love for a number of migrants initially drawn here for work opportunities, temperate climate conditions, and our laid-back Aussie spirit.
Valentine’s Day: The Time for Love?
Valentine’s Day is indeed a day of love, with an increase in both weddings and the beginning of new relationships taking place on February 14th. Whilst the day of love landed on a Monday in 2011, a weekday normally low on the total wedding count, the number of couples who tied the knot on February 14th 2011 was similar to the total number of weddings normally occurring on a Sunday at the same time of the year.
For those looking for new love leading up to Valentine’s Day, rest assured. According to Facebook Data, there are 49% more new relationships formed than break-ups taking place on February 14th, and 22% more new relationships than break-ups on February 15th. In fact, the odds are in love’s favour this month – seasonally, February is the month in which more relationships start than at any other time of the year.
Love and Lyrics
When individuals enter a new romantic relationship, there is often a song that accompanies. Around Valentine’s Day last year, the top two love songs played when entering a relationship were “Don’t Wanna Go Home,” by Jason Derulo and “Love on Top” by Beyoncé (Facebook Data). What will this year’s top love songs be? Judging by recent iTunes Charts, we might predict that “Ho Hey” by the Lumineers or “Beneath Your Beautiful” by Labrinth might be the sounds that play from our smartphones.
Our research into the pay males and females in Australia receive, and presented here in this infographic highlights the gender pay gap challenge.
Women have been closing the workforce participation gap over the last decade. In 2002, the percentage of males employed was 18 percentage points more than women, while today it is just 14 percentage points.
However, over the same time period, the pay gap between males and females has grown, largely due to the rising salaries in the industries and careers that are mostly male dominated, compared to the female dominated areas.
The top three industries by highest median salary are also the three industries with the highest percentage of males employed compared to females (mining, construction and utilities). However the three industries with the highest percentage of female employees are in the bottom quarter of industries by median salary (healthcare, education and retail).
It is a similar situation with careers: the job with the highest percent of men employed (machinery operator) has a higher average salary than the job with the highest percent of females employed (clerical worker), and this is also true of the second and third ranked job by gender.
So for Australia’s 6.3 million male workers and 5.2 million female workers: here’s a look at your salaries.
If the seven billion people on planet Earth was shrunk to live in a single suburb, and the 23 million people in Australia lived on a single street, then what would Australia Street look like? Mark McCrindle in the following video breaks down some of the demographic and statistical data we presented in Australia Street.
Download the full infographic here. Watch the Australia Street animation below. Enjoy!
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We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.The McCrindle Team :)
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Last 100 Articles
- Tight pockets are moving Aussies away from gift-giving this Christmas
- Top Trends of 2013 [in the media]
- Top 13 Trends of 2013
- McCrindle presents GenerationZ.com.au
- Aussies are Living Better than Ever [in the media]
- Research Visualisation: Using Big Data to Tell Your Story
- Generation Rent [in the media]
- Research Visualisation: Moving from Clichés to Playing with Data
- The Australian Communities Forum 2013 Event Recap
- Australia's Ever-Changing Communities [Interview]
- Placemaking: Creating Engaging Community Spaces [ACF 2013]
- The Australian Communities Forum 2013: Exclusive Speaker Line-Up
- Robot Domination: Are Jobs at Risk of Becoming Automated? [in the media]
- Bringing research data to life: Mark McCrindle at TEDxCanberra
- Research Visualisation: From Ancient Symbolism to Customer Engagement
- Local Communities: The Heart of Australia
- Australia's Kidult Phenomenon
- Research Visualisation: Research You Can See
- How Research Happens
- The Loneliness Epidemic [in the media]
- The Downageing Generation
- Leadership and Generation Y: Managing Generational Change and Bridging Gender Gaps
- Community: The Heart of Australia
- Australia’s Changing Household Landscape
- From House-Hubbies to On-Duty Dads, Australian Fathers are Actively Parenting
- Housing Price Push in Australia’s Capital Cities due to Population Increase
- Family changes, household trends [media]
- 10+ Hours of Digital Media [Interview]
- Australia: The Digital Media Nation
- Generation Z: Understanding and Engaging the Emerging Generations
- Gen Y at Work: Rewarding the Global Generation
- Royal names and their impact on baby name trends
- Slanguage in Australia [MEDIA]
- Rise of Unemployment in Australia + Future-proofing your job [MEDIA]
- Aussie Slang by Region [INFOGRAPHIC]
- Working from home: The benefits and the cost
- Paying to work: What's your job costing you?
- Emerging Population Segments [in the media]
- Who do Australians go to for Advice?
- Who Australians Most Trust [MEDIA]
- Generation Alpha [in the media]
- Future Proofing Careers: Embracing the Ever-Changing Job Market
- Australia's National Identity
- The Trust Report 2013: Who Australians Most Trust
- The Challenge of Conferencing
- Good Versus Evil: Good Wins
- Top Leadership Styles: Today's Ideal Leader
- What makes a great leader? [in the media]
- Our Strategic Research Model
- Thanks for the Views!
- Kindness and the Aussie Character
- The McCrindle Consumer Trends Wheel
- Teleworking in Australia: Latest Trends and Perceptions
- Australia, the Small Business Nation
- Baby Names Take Religious Roots
- Australia in 2034: The World of Generation Alpha
- Today's Interactive Learner
- Aussie slang: Top words, phrases, rhymes, and similes
- A Dozen Demographic Did You Knows
- Hot Conference Topics for 2013
- The Kindness of Strangers
- Emerging Segments: Engaging with the Ever Changing Customer
- The Baby Bonus Generation
- Fast Facts: Volunteers in Australia
- Everyday money saving tips
- Cost of Living: Still the Number One Issue
- Older Workers, Downagers, and Redefining Retirement
- 1 in 5 Aussie mums to go without gifts this Mother's Day
- Australian Mums Speak: Worst Mother's Day Gifts
- Top 5 Best & Worst Jobs [MEDIA]
- Data Visualisation: Research You Can See
- Sounds, Syllables & Spellings [Baby Names]
- Social Business: Emerging Technologies, New Strategies
- Baby Name No Nos
- Mark McCrindle Professional Presentations
- Australia's Population at 23 Million [in the media]
- Australia's Population Milestone [VIDEO]
- Top Australian Baby Names [in the media]
- Anzac Day: Second Only to Christmas
- Mark McCrindle defines Australia's population growth at 23,000,000 [VIDEO]
- Top 10 Baby Names
- Top 5 keys to worlds-best research visualisation [RESOURCE]
- Australia Turns 23 (million)! [INFOGRAPHIC]
- What we do and how we do it at McCrindle Research
- Australia to hit 23 million. Mark McCrindle on ABC News 24
- 23 million on 23 April 2013
- Public Speaking Tips 101 [RESOURCE]
- 5 tips for an effective online survey [RESOURCE]
- 23,000,000 on 23 April, 2013
- Youth In Australia: A Demographic Analysis during National Youth Week
- Social class systems in Australia & the UK [MEDIA]
- Australia's demographics in a bite sized piece
- Working hours, population boost, good manners, social trends in marriage and divorce [MEDIA]
- Church Attendance in Australia [INFOGRAPHIC]
- Easter, Australians and Christianity [INFOGRAPHIC]
- Losing It: Aussie Etiquette on the Wane
- Population growth rate of Australia & the world [VIDEO]
- The Water Report: 20 Years of World Water Day [INFOGRAPHIC]
- Managing Generation Y: Top 5 Attraction and Retention Factors [RESOURCE]
- Education in Australia McCrindle Research Future Forum [RESOURCE]
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