The McCrindle Blog
Australia is indeed the lucky country, but is life in Australia really getting better? The statistics say it is.
The Australian Bureau of Statistics’s Measures of Australia’s Progress report indicates that overall, Australia is doing better than ever when it comes to health, education, economic opportunities, and even political participation.
Over the last 10 years of time the average Australians' life expectancy has increased by 2 years. In fact, over the last 40 years of time our life expectancy has increased by 10 years. Two thirds of Australians now have a qualification after completing school, with one third of Australians having a university degree.
The economy is on a steady increase, even despite a recent global economic crisis. Cash flow is increasing with the net disposable income for everyday Australians now $10,000 more than it was a decade ago.
Social researcher Mark McCrindle joins Nine’s Today Show to talk about the latest figures.
The Australian Communities Forum 2013, ‘From Generation to Generation,’ was a sold-out event featuring a packed line-up of engaging speakers and contributors.
Delegates were challenged, engaged, and inspired to move forward in their engagement with communities – whether local communities, staff communities, constituent communities, membership communities, customer communities, and special interest communities.
Sectors represented on the day included not-for-profits and charities, education and aged care providers, property and building organisations, financial institutions, and marketing and communications teams from a range of other industries and sectors.
“The event was fantastic! There was a broad range of topics covered, it was well-spaced and incredibly thought provoking.”
A Snapshot of the Forum
The morning began with a warm welcome from the City of Sydney Deputy Lord Mayor Robyn Kemmis, on the need to engage our local communities, followed by Mark McCrindle’s presentation, Australian Communities Defined: The Issues, the Challenges, and the Trends, featuring the Triple A’s of community engagement – awareness, affinity, and activity, and four trends facing Australian Communities.
Andrew Duffin then engaged us with Placemaking: How to Create Engaging Community Spaces.
Following morning tea we were engaged by communications and creative consultant Greg Low through The Power of Story: How Your Organisation’s Story can be the Ultimate Engagement Tool.
Next-gen expert Claire Madden then developed the generational space with From Builders to Alphas: Meeting the Needs of Multigenerational Communities, followed by an urge to engage with our local communities, from community development expert Jon Owen in his session, Community Building: Enhancing the Capacity and Resilience of Communities.
“The event was very engaging and a great snapshot of Australian communities – there is a lot to reflect on and share with my team!”
After lunch, the Australian Communities Forum featured an ideas marketplace where experts were able to share useful skills and practical tips. Delegates participated in a number of 15 minute practical buzz groups to be equipped with practical insights:
- ENGAGING: Developing advocacy to create activity and action [Alicia Crawford, Global Poverty Project]
- INFLUENCING: Building a movement and changing a culture. [Jamie Moore, Hello Sunday Morning]
- ADVERTISING: Getting basic cut-through by communicating the essence of who you are in 30 seconds. [Gavin Brett, Hope Media]
- COMMUNICATING: Telling your story by capitalising on the essence, passion, and visio of your organisation. [Greg Low, R2L]
- DESIGNING: Enhancing places and transforming spaces [James Ward, NBRS]
- MARKETING: Digital Branding & Communicating through Social Media [Ainsley Freeman, Digerati Solutions]
- STRUCTURING: The most common legal pitfalls and essential governance strategies for NFPs. [Luke Scandrett, Emil Ford Lawyers]
“Very interesting and high level information which was all new but could be incorporated into my work situation – I enjoyed the short and sharp presentations.”
The day was wrapped up with the Australian Communities Environmental Scan, featuring results from a future forecasting tool covering six key trend areas (Demographic, Economic, Social, Technological, Amenity, and Legislative Trends).
We also heard from CanToo’s founding director, Annie Crawford, on creating a culture of engagement through inclusiveness and turning the negatives into positives.
It was a wonderful, inspiring, and packed day!
Thank you to the speakers and contributors who shared their thoughts and expertise. We wish you all the best in engaging with your communities!
“Excellent, insightful, and challenging event.”
Presenting data in a visual way is not new but a return to the ancient. As business moves into an era of data visualisation and infographics, we are seeing a return to ancient ways of communication.
From ancient African carvings to Egyptian hieroglyphics, translating information visually was the norm – and akin to the elements of today’s infographics.
Australia’s first peoples utilised symbols to differentiate men from women based on tools they would use – with resulting icons not dissimilar to the latest visual forms used today. Thousands of years before modern infographics, adults and children were represented with differing symbols, recognisable as intuitively as the icons that differentiate humans in various life stages today:
Aboriginal rock art features kangaroos, goannas and birds that are visually represented. It is ancient graphical communication interpreted as instinctively as modern domestic pet derivatives of cats, dogs, and fish:
Despite these great visual traditions, we’ve ended up with big data sets and the collection of data that is not yet clearly and visually communicated. Instead of being simplistic in design, instantly understandable, and compellingly readable, we are all too often presented with information that looks a little bit like this:
Without losing the rich and statistically robustness of complex research findings, the output for data which you utilise must leave your customers seeking your expertise.
After all, customers are visual participants who are constantly conducting their own research on the world around them.
Individuals evaluate restaurants and cafés based on ratings, stars, or votes before reading reviews. They choose which way to walk by observing desired paths – what one might call ‘foot traffic studies’ worn into the grass. When at a café, the choice of which magazine to read follows the popularity of that magazine as evidenced by its user marks. Even in the queue for a movie or train ticket, individuals are instinctively making the choice for the shortest queue, without a second thought.
A customer’s engagement with your brand, product, or service offering is no different – symbols and graphics are the methods by which individuals make key decisions. These engagement methods used throughout history are not only making a comeback but are redirecting the way customer communication is evolving in this information-saturated age.
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 know what will communicate and how to best engage.
Visit researchvisualisation.com for more info.
Organisations new to the process of conducting research – whether for customer satisfaction, product testing, client engagement, or a range of other market research services – can get a bit daunted by the overwhelming world that is research.
How exactly does the research process work, from start to finish?
We've compiled a series of eight case studies to help you picture what research for your organisational needs encompass. From the initial client briefing right through to the strategic delivery of that research, each step is custom-tailored to ensure your objectives are met and your return on investment is secured.
From key stakeholder research to comprehensive industry-wide analysis, from audience engagement to future forecasting, and from market analysis briefings to the development of research tools and instruments, we adapt our methodologies to yield the most robust, reliable, and scientific findings delivered in the most actionable, relevant, and strategic formats.
Want to know more? Download our Research Case Studies below to view our eight innovative case studies and the process by which our research is conducted.
Technology is changing faster than ever, and with that, our daily electronic media consumption. While the growth of these new technologies has had a fragmentation effect on media consumption, it has also had an accumulation effect, with the average Australian now spending 10 hours and 19 minutes each day on electronic media. However, because of the multi-screening behaviours of consumers, like browsing the internet while watching TV, or watching a DVD while being on a smartphone, these total hours spent on technology are not the same as total time chronologically.
This McCrindle Research study surveyed 961 Australians on the number of hours they spend each day viewing, browsing, interacting, engaging, playing, and listening to electronic media channels. The results are not only astounding but markedly similar across the generations.
Over 10 hours of media each day
Young Australians are not the only ones spending an extended period of their day on electronic media. In fact, Australia’s Builder generation, those aged 68 and older, are spending more time on electronic media than the Baby Boomers and Gen Xs, almost as much as Gen Y!
Internet usage top of the list
It is of little surprise that Australians spend the largest proportion of their media consumption on internet usage, currently spending an average of 3 hours and 49 minutes each day online via personal computers. While Gen Ys and Gen Xs are slightly below average in their internet usage via PCs, the Baby Boomers and Builder Generation are leading the way in online web browsing. Today’s Baby Boomers spend just short of 4 hours (3 hours, 58 minutes) online each day, while the Builder Generation also spend a surprising 3 hours and 50 minutes on personal computers browsing the internet.
The generational divide
The 1990’s were determinative in shaping Australia’s generations. Those who entered adulthood prior to the ‘90’s, while consuming new media extensively, mostly consume traditional broadcast media. However the generations who were still in their formative years in the 1990’s and so were shaped by the advent of the world wide web, spend more time online than watching broadcast television. In fact for Generation Y, television is not even second in time use, as they spend more time on mobile media platforms (tablets and smartphones) than television.
Television ranks second, just behind internet usage
Whether young or old, Australians have a strong liking towards television, with hours spent watching television almost on par with internet browsing – an average of 3 hours and 14 minutes for the everyday Australian. The older generations – the Baby Boomers and Builders – spend nearly twice as much time watching television as Gen Y and Gen X Australians. Gen Xers watch television the least, devoting just 2 hours and 2 minutes each day to the tube, while the Builder generation watch the most television at 4 hours and 16 minutes.
Smartphone usage a dominant third
The third most popular electronic media channel among Australians are smartphones – from apple to android, Australians love the multipurpose function available to them through their smartphone. Whether through texting, calling, web browsing, navigating, reading the news, checking the weather, listening to music, gaming, or interacting with a range of apps, Australians can’t get enough of them.
Nearly as much time is spent on PC gaming as watching dvds and movies
Australians spend nearly as much time gaming on their personal computers as they do watching DVDs and movies each day. In fact, when gaming via portable game consoles is taken into consideration, Australians spend more time gaming than watching DVDs or movies.
The amount of movie and DVD watching Australians do decreases with age, but the story is not the same for gaming. Australia’s Builder generation spends more time computer gaming than Gen Xs and Baby Boomers – nearly as much as Gen Ys!
Tablet usage evident across the generations
Since the first iPad hit the market in 2010, Australians have already grown to love tablets and use them, on average, for almost half an hour every day. Tablets are not just being used by younger generations – the Baby Boomers and Builders have also taken a strong liking to the user-friendly interfaces made available and the multi-function capacities of such technologies.
While having the lowest media consumption than any other generation, Gen Xs trump the use of the tablet, utilising a tablet device for an average of 36 minutes each day.
The consensus: Australia as a digital media nation
Australians love digital media, and devote over half of their waking hours to interacting with digital media channels. While different generations engage with different mediums, such as Gen Ys preferring the use of smartphones and tablet usage over TV consumption, one thing is clearly evident: Australians are a digital media nation.
Download The Digital Media Nation Report: Click here to download the report.
From the Baby Boomers and Generation X and Generation Y, it is now Generation Z and Generation Alpha that are emerging.
These new generations are global, social, visual and technological. They are the most connected, educated and sophisticated generations ever. They are the up-agers, with influence beyond their years. They are the tweens, the teens, the youth and young adults of our global society. They are the early adopters, the brand influencers, the social media drivers, the pop-culture leaders. They comprise nearly 2 billion people globally, and they don’t just represent the future, they’re creating it. To understand the trends, to respond to the changes, and to be positioned to thrive in these changing times, it is essential to understand these next gens.
Who are Today’s Gen Zs?
Gen Zs are demographically changed – growing up in an era of Australia’s largest baby boom since the birth of the Boomer generation, and are living in an era of changing household structures. They are generationally changed – shaped in a society with an increasingly ageing population. They are digitally transformed – seamlessly integrating technology into their everyday realities. They are globally focused through the emergence of global pop culture, global brands, and a borderless virtual reality. They are educationally transformed – moving past structural and linear learning – and they are socially defined, connected to and shaped by their peers.
Gen Zs at Work: How to attract, retaining, managing & training emerging generations
While Generation Z are still largely in the education system and only just beginning to emerge into the workforce, within a decade they will comprise almost 1 in 5 workers. The oldest cohort of Gen Zs are now 19 years old, many of whom are entering the workforce for the very first time. How can employers understand and engage with the needs of these new employees?
Over the last couple of years the realities of massive generational change have dawned on many business leaders. While the issues of an ageing population and a new attitude to work have literally been emerging for a generation, it has been a sudden awakening for many organisations. In fact dealing with these demographic changes and specifically recruiting, retaining and managing the new generations has emerged as one of the biggest issues facing employers today.
Armed with her research methodologies, business acumen and communication skills, Claire effectively bridges the gap between the emerging generations and the business leaders and educators of today. Claire is a social researcher and a next-gen expert, fluent in the social media, youth culture, and engagement styles of these global generations, and a professional in interpreting what this means for educators, managers and marketers. Visit clairemadden.com for more info.
While the confidence that Australians have in their politicians is at a low ebb, it’s not a lack of trust in what they do as much as why they do it and what they say that are the biggest issues.
Social researcher Mark McCrindle joins Sally, Tom, Kris and Monique on the Daily Edition, a new afternoon entertainment show on the Seven Network, to discuss The Trust Report 2013, a recently released study on the perceptions held by Australians towards their political and national leaders.
The study showed that the largest percentage of Australians (47%) state their main reason for distrust of public figures and national leaders is directly linked to a lack of truth and transparency.
When asked to list the most trusted, respected, and innovative thinkers on the Australian leadership landscape, Australians listed their Top 5:
Most Trusted Leaders
1. Kevin Rudd (tie)
3. Malcolm Turnbull
4. Julia Gillard
5. Quentin Bryce
Most Respected Leaders
1. Tony Abbott
2. Kevin Rudd
3. Julia Gillard
4. Malcolm Turnbull
5. Quentin Bryce (tie)
5. Joe Hockey (tie)
Most Innovative Thinkers
1. Tony Abbott
2. Malcolm Turnbull
3. Kevin Rudd
4. Dick Smith
5. Christine Milne
For more info download the Trust Report 2013. Click here to download the full report.
A recent McCrindle Research study conducted in June 2013 reveals that Australians have a greater sense of national identity than regional identity, local identity, and even global identity.
National identity trumphs all other geographic identities
When asked how strongly they connect and identify with a range of geographic and political areas, over half of Australians (55%) connected extremely or very strongly to Australia as a whole, whereas only 46% of Australians expressed this same strength of connection to their locality or town, and 37% expressed this same strength when it came to their state and territory.
According to rank, Australia’s strength of identity and connection to geographic and political areas is as follows:
- Australia as a whole (1.0)
- Our locality or town (1.25)
- Our state or territory (1.48)
- Our region or council (1.76)
- The world as a whole (1.87)
- Asia-Pacific as a whole (2.15)
"These findings are fascinating and show that the Australian’s primary identity is being ‘Australian’ at a national level, far more than any state allegiance,” says social researcher Mark McCrindle. “There is more of a connection with even their local area than at the state level."
Australians therefore connect strongly both nationally and locally, but not globally nor regionally.
In fact, there is almost no identification with the ‘Asia-Pacific’ region, nor ‘The Pacific,’ ‘Australasia,’ ‘Greater Southeast Asia,’ or ‘Oceanaia.’ Less than 1 in 6 expressed a passionate connection to our broader geographical region.
For more information, download The Trust Report 2013. Click here to download the full report.
Our recent release, Top Leadership Styles and Characteristics, has attracted an array of media flurry, featuring in The Australian, The Herald Sun, 612 ABC Brisbane, Leading Company, and HC Magazine.
In our research, 38% of Australians stated that leadership and management determine the outcomes of whether a business grows and flourishes or struggles and declines.
Visit our blog or click below for the full report on the Top Leadership Styles and Characteristics:
For a more comprehensive look at McCrindle Research in the media, click here to go to our Media page.
612 ABC Brisbane
There is an earthy humility in our self-image. In defining Australia, the most mentioned quality in a recent McCrindle study was that this is the land of the “fair go”. For many Australians this is about equality for all and giving everyone a go – 68% define “fair go” as “equality – same rules and benefits for all”.
Additionally, almost one in four (23%) Australians believe that this “fair go” quality is about supporting those in need such as refugees. Our lives are increasingly busy and complex yet our culture is down-to-earth.
As Dan from Victoria mentioned in the research:
“Where else in the world can you call a complete stranger ‘mate’?”
While mateship is a term traditionally used among men, its definition is now more inclusive – 70% of Australians agree with the statement that mateship is “helping anyone in need regardless of who they are”. The vast majority of males (80%) as well as females (74%) agree with this statement.
Australia is collaborative rather than individualistic. This teamwork, a mix of mateship and altruism, sets us apart from other cultures. It gives us a sense of belonging to something bigger than the individual, and empowers a “can do” attitude. Ian from Belaire in South Australia states:
“Australians are legendary for their generosity and ability to collaborate to get things done. We also have a great sense of humour and a larrikin nature that endears us to all.”
Whether at a street, city, state or national level, the Australian spirit unites us, not just to celebrate success, but also to battle adversity. Having experienced diverse and sometimes harsh environments and situations, Australians do not shy away from hardship, but bond together to tackle it.
In the survey, Tim from Camberwell, Victoria, said:
“What makes Australia great is the way we band together when things get tough.”
The Australian values of mateship and a fair go have often been linked to our convict heritage, the 1850s gold rush, the trenches and battlefields of Gallipoli, our Judeo-Christian roots and, of course, the hardship endured by battlers, shearers and squatters in the harsh Australian bush. As our research shows, even in the 21st century, it’s still the essence of the Australian spirit. While these values are not confined to the Australian community, they are part of our national character and commonly celebrated on national holidays and in Australian literature, poetry and songs.
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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
- The 12 Stats of Christmas
- 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]
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