Screentime: Making Sense of the iWorld

Tuesday, July 18, 2017


Twenty years ago we became subjects of a new world order. A world order in which we started spending more time looking at screens than spending in face to face interaction. Today, each one of us spends, on average, 10 hours and 19 minutes each day looking at digital devices.

HOW WE SPEND OUR TIME

When we asked Australians how they spend their time, we found that the top activities Australians do on a weekly basis are indoor activities. Watching television or movies at home (90%) and spending time on social media (78%) top the list.

When asked what Australians would like to be doing less of, we find that we have an aversion towards the things we find ourselves doing. One in five of us would like to decrease the amount of time we spend on social media or the internet, and one in eight of us would like to decrease our television or movie consumption time. 

Regardless of our age or other demographics, we have become the iGen, and a group of global citizens part of a new experiment. A global experiment of digital connectivity that has transformed us to be post-linear, post-structural and post-literate. 

  • Post-linear: We no longer see life in a clear sequence, but rather a series of events that somehow come together in a new order. We don’t go to university or TAFE and end up with a trade or profession, but are entrepreneurial to the core. We up-skill, re-train, re-skill – most of us having 15 jobs across 5 careers in a lifetime.
  • Post-structural: We are post-structural, not needing our life organised in 9-5 modes. We telework, work from home, work from the train, really, we work all the time. We are a truly switched on generation, with more than half of us (54%, among Gen Y workers), admitting that we are always on and never quite feel like we can shut off.
  • Post-literate: Technology has made us post-literate and changed our lexicon and language. New words have entered our vocabulary, whether it be the emoji 'face with tears of joy' or words that aren't words at all, like #hashtag.

Screentime: Who is in control and what happens next?

Our data shows that nearly nine in ten of us have become consumers of social media, rather than contributors. Just 12% are active, sharing our life and engaging with others across social media platforms. There is no doubt that our digital times are changing our communication, our behaviour, and our learning styles. Social media has become the show-reel of our lives, breeding isolation, distraction, and a lesser ability to focus. 

Yet global connection has allowed us to gain insight into areas we never thought possible. Most of the world is now connected with a smart device. Our phones have become our 'third brain', challenging us and expanding our worldviews. In the future, new mediums will enable us to connect with the information currently available to us behind screens, in a way that is truly a part of our normal daily routine and less behind glass.

This global experiment that we find ourselves in presents a new set of challenges for us to grapple with. We have to think about how we navigate this new reality with both our cerebral capacity to think but also the deeper eyes of our heart, responding intuitively to how screens are shaping us and changing us. What future do we envision for the next generation to come, Generation Alpha? 

More than anything, it is about learning quickly from our recent past. We have the ability to create a future for the next generations that we can be proud of by maximising the best technology has to offer while leaving the 'not-so-good' bits behind.   

About Eliane Miles

Eliane Miles is a social researcher, trends analyst and Director of Research at the internationally recognised McCrindle. As a data analyst she understands the power of big data to inform strategic direction. Managing research across multiple sectors and locations, she is well positioned to understand the megatrends transforming the workplace, household and consumer landscapes. Her expertise is in telling the story embedded in the data and communicating the insights in visual and practical ways.

From the key demographic transformations such as population growth to social trends such as changing household structures, to generational change and the impact of technology, Eliane delivers research based presentations dealing with the big global and national trends.

To have Eliane Miles present to your organisation on the screenage, Generation Z or the future world of work, please contact Kimberley Linco at kim@mccrindle.com.au or call 02 8824 3422

DOWNLOAD ELIANE'S PROFESSIONAL SPEAKERS PACK HERE

SEE ELIANE IN ACTION

Recap from the 2016 Census Results

Wednesday, July 05, 2017

Rolling around only every 5 years, the Australian Census provides us all with vital information about our nation’s population growth, infrastructure and future-planning needs. The Census has been conducted every 5 years since 1911, and is the biggest democratic activity in Australia.

Last week, the results of the 2016 Census results were released and revealed a picture of our changing nation. Australia is larger, older, more culturally diverse and less religious than at any other time in history.

At McCrindle, our social researchers are passionate about communicating the insights in clear, accessible and useable ways.

Census media activity

Here is a recap of our media activity from last week’s census release:

   
 

Australia Street Infographic

If you lived on an average sized street in Australia comprised of 100 households, and these households were exactly representative of the Australian population, did you know that in a year, your street would see 1.2 marriages, 1.7 deaths and 3.3 births? These 100 households comprise 260 people, 49 dogs and 39 cats! There are 180 cars owned on the street, which each drive, on average, 14,000 kilometres each year.

We are delighted to present the brand new Australia Street infographic based on the just-released census data.

Click here for a summary of the findings from the Census data.

The Average Sydneysider

Thursday, June 15, 2017

Sydney is home to more than one in five Australians and having just officially broken through the five million population milestone we thought we should consider statistically what the average Sydneysider looks like.

In a city with 103 females for every 100 males, the average Sydneysider is a woman aged 36- slightly younger than the national average age of 37.

She is married (half of all adults in Sydney are) and has two children. While she was born in Australia (like three in five Sydneysiders), households with both parents born in Australia are actually in the minority in Sydney with the country of birth for overseas born local residents most likely to be China (or one of its territories).

The average resident works full time, most likely around 40 hours per week (longer than the state and national average) and lives in a household with an income around one-fifth higher than the NSW average.

She most likely works as a professional (like one in four workers in Sydney) in the education sector and she gets to work by car, in one of the two household vehicles. Our average local lives in a three-bedroom house which is owned but with a mortgage and on which she spends around 14 hours per week doing domestic duties in addition to her parenting role.

While her two children are currently at a local government primary school, her oldest will soon attend a non-government secondary school and both of them will most likely achieve a tertiary qualification- probably a university degree.

So the average resident of Australia’s largest city is a Gen Xer, and a parent, with a mortgage, a career and a very busy life.

The Future of Shopping

Tuesday, May 30, 2017

What will shopping in the future look like and will we even need shops? It is interesting to note than in an era of online shopping, we actually visit the shops more now than a generation ago.

In a survey this year we found that the main connection point Australians have with their local community is not the community centre, park, school or club but the local shopping centre. A visit to the shops is not just about getting groceries, it is a social experience, an entertainment destination, a café stop-off and of course an opportunity to see, try, and experience what’s new.

The shopping experience of the future will start much earlier than the moment we enter a store. It will begin at the time we make decisions about items we buy. Increasingly, these decisions will be socially informed by recommendations made by family and friends as well as our digital communities with whom we share common interests and even available nearby shoppers.

Shopping will become a hybrid of online purchasing through mobile devices and personalised shopping apps, and real world shopping in-store. By 2026 our in-store shopping will be guided not only by our shopping list but also by applications which facilitate our shopping experience. They will be able to detect when and where we are in store and provide recommendations and discounts in real-time based on our lifestyle, our purchasing habits, household demographics and our electronically-enabled shopping trolley as we fill it.

At home, intelligent appliances in our smart homes will monitor our consumption of grocery items, automatically detecting items we are running low on and based on past behaviour and clever predictions this shopping list will be automatically set up for payment and home delivery or available at convenient collection hubs.

Payments will not only be cashless but cardless, a quick swipe of our phone or device will pay the bill and receive the recept. And best of all, in an era of driverless cars, car share drop-off points and streamlined public transport, getting a good parking spot may even be achievable!

Melbourne’s population growth and the challenges for cemeteries

Thursday, May 18, 2017


Australia’s population is growing. We are currently experiencing a baby boom, with births exceeding 300,000 a year. But we are also ageing. 30 years ago, the over 65s made up just 11% of our population. Today they make up 15% of our population, and in a decades time this cohort will make up 18% of our population.

Australia’s growing and ageing population means that the increase in deaths is growing even faster than the population growth rate. Within a decade there will be 100,000 more deaths in Australia each year (232,000) than we had each year, just a decade ago (132,000).

Melbourne is currently the fastest growing city in Australia with a population growth rate of 1.9%. By the middle of this century it will overtake Sydney to be Australia’s largest city when it will also be the city with the highest annual deaths. A decade ago, Melbourne saw around 25,000 deaths per year but in a decade this number will be almost 45,000 each year- a massive increase.

When it comes to arranging a funeral, our research shows that cost is the biggest influencer – even above religion, culture and family traditions. That is why 2 in 3 Australians now have a preference for cremations, but 1 in 3 are still be opting for burial. So even with the increasing trend towards cremations, there will still be more people being buried in 10 years’ time than we had 10 years ago.

References: Deaths Australia (ABS), McCrindle Research Deaths and Funerals in Australia

About Ashley Fell

Ashley Fell is a social researcher, trends analyst and Team Leader of Communications at the internationally recognised McCrindle. From her experience in managing media relations, social media platforms, content creation and event management, Ashley is well positioned to advise how to achieve cut-through in these message-saturated times. Her expertise is in training and equipping leaders and teams on how to communicate across generational barriers.

With academic qualifications in communications and experience in leading the communications strategy at McCrindle, Ashley brings robust, research-based content to her engaging presentations and consulting.


To have Ashley speak at your next event, feel free to contact Kimberley Linco on 02 8824 3422 or kim@mccrindle.com.au.

SMART Breakfast Seminar Recap

Tuesday, May 16, 2017

Last Friday morning, it was our privilege to co-host the SMART Breakfast Seminar alongside NBRS Architecture at Macquarie University.

Thank you to Macquarie University for hosting us at their brand-new facility, designed by NBRS Architecture and of course a big thank you to all those in attendance. For those who missed the morning, here is an event recap.

The morning kicked off with a delicious breakfast and a time of networking with McCrindle and NBRS clients.


After a warm welcome from our MC Eliane Miles, Mark McCrindle opened the morning by providing a snapshot of our changing nation with the just-released census data. As we approach the next decade, Mark had a look back at the last decade and uncovered some of the megatrends that are redefining our multigenerational workforce.

We then heard from McCrindle’s Team Leader of Communications, Ashley Fell. Ashley gave us an insight into how our world is changing, therefore how our workplace leadership needs changing. Ashley shared the engagement equation on how to create culture, purpose and impact in our workplaces.

Next, it was over to NBRS, the brilliant architects who designed the new Macquarie University building. Directors, Andrew Duffin and James Ward shared how their vision for the muli-purpose conference facility was inspired by a new style of working space for academic institutions.

James Ward helped us understand workspaces in academia and the trends that present a blueprint for a new working environment.

Andrew Duffin, design director for the Macquarie University project, deconstructed the latest architectural trends for work, learning and living and how to create smart work spaces.

We’d like to say a big thank you to all of our valued clients and friends who attended the breakfast. Be sure to look out for our future events taking place in Sydney, and if you're interested in having one our McCrindle Speakers present at your next event, please don’t hesitate to get in touch! 

ABOUT MCCRINDLE SPEAKERS


At McCrindle, our team of professional speakers are in demand for their ability to clearly communicate the insights in engaging ways. Presenting at a variety of national and international events including keynote addresses at conferences, onsite professional development workshops and strategy briefings for senior leaders, the McCrindle speakers are recognised as leaders in tracking emerging issues, researching social trends, and are regarded as expert social researchers, futurists and story tellers.

To make an inquiry, please feel free to get in touch via email, or on 02 8824 3422.

McCrindle NBRS SMART Breakfast Seminar

Thursday, May 04, 2017

Next Friday, 12th May 2017 we are looking forward to co-hosting the SMART Breakfast Seminar alongside NBRS Architecture at Macquarie University.

Be amongst the first to experience the newly opened roof-top conference facility at the re-generated Mitchell building. NBRS, the architects of this project, will share the story of how this original campus building was re-imagined for its new purpose. They will also give insights into the elements of effective workplace design. 

In addition, Mark McCrindle will deliver an overview of the newly released Census data regarding workforce demographics, generational change and the future of work. Ashley Fell from McCrindle will also be sharing about the importance of creating workplaces that engage a multigenerational workforce, and in particular the Millennials.  

Event Details

Date: Friday, 12th May

Time: 7:00am – 8:45am

Location: Macquarie University E7A Building, No. 12 Wally’s Walk, Level 8

REGISTER YOUR ATTENDANCE FOR THIS FREE EVENT HERE




Hills Business Performance Sentiment Index

Wednesday, May 03, 2017

On Friday in conjunction with The Hills Shire Council and the Sydney Hills Business Chamber, we released the Hills Business Performance Sentiment Index which gives an ongoing measure of the local economic conditions and business confidence. 

This study, now in its third year is very important in an entrepreneurial hotspot like the Hills, which is home to more than 20,000 businesses and almost 100,000 employees. 

The area is also strong with start-ups, which are expanding the local economy. Every week in the Hills, 15 new businesses commence operations and with the new transport infrastructure, commercial constructions and emerging urban centres, the number of new business start-ups locally will likely accelerate.

This year’s results highlight the challenging conditions local businesses are currently experiencing. The overall rating this year is lower than last year although the forward forecast remains strong. The current economic conditions are subdued and business expenses are up, yet such is the way of Australian entrepreneurs, their sentiment and outlook is decidedly positive.

Of the 21 measures, the two that scored the lowest, highlighting the biggest challenges, were the increasing business costs and the local infrastructure challenges. The highest two scores indicated that revenue forecasts for the six months ahead will rise and that local businesses forecast they will take on more staff this year. Therefore, the flat domestic economy, issues from under-construction local infrastructure and higher costs to revenue metrics are all viewed as temporary, though challenging circumstances.

Our thanks go to The Hills Shire Council and the Sydney Hills Business Chamber who recognise the importance of this Business Performance Sentiment Index in a growing local economy, amidst volatile times and facing massive change. Their foresight to commission such a project, commitment to its ongoing deployment and generosity in making it freely available to the business community is to be heartily commended.

Download the full report here.



Click below to view the previous Hills PSI Reports

Sydney at 5 million and the growth of The Hills Shire

Monday, April 24, 2017

Sydney has now officially hit a new population milestone of 5 million, and almost half of the population (2.2 million) reside in the 14 local government areas that make up Western Sydney of which The Hills is one.

If Western Sydney was a city in its own right, it would be the 4th largest city in Australia after Melbourne, the rest of Sydney, and Brisbane. While Western Sydney is just slightly smaller than Brisbane’s population of 2.3 million, it is growing 30% faster than Brisbane.

The population of The Hills is greater than the population of Darwin, and the two local government areas of Blacktown and The Hills have a combined population almost the same size as the entire state of Tasmania. This growth is evident in the increasing development seen around the Hills. The increasing urbanisation has raised the density of The Hills to 4.15 people per hectare, above Hornsby Shire’s 3.69 and well above Hawkesbury’s 0.24.

What differs the hills to the rest of Sydney?

The Hills Shire is now almost 10% larger than that recorded in the 2011 Census. Not only is the Hills population growing faster than the national growth rate, but the average household is significantly larger than the Australian average (3.1 compared to 2.6 people per household) and the district is home to a higher proportion of students, university educated adults and full time workers than both the national and state averages. The region is more culturally diverse with 3 in 5 residents having at least one parent born overseas compared to less than half of Australians nationally. The proportion of school-age children locally is 20% higher than the Sydney average, and those in their 40’s, 50’s and 60’s are similarly well above the greater-Sydney average.

Age gap in the Hills Shire

There is a hole in the Hills’ demographic, a 15-year gap in the numbers of locals aged 23 to 38. This missing group, neatly lining up with Generation Y, is a staggering 20% smaller than is average across the rest of Sydney. In fact, while there has been an increase in numbers of almost every age group over the 5 years between the last two Census reports, for the mid 20’s to mid-30’s there has actually been a decrease in numbers.

Entrepreneurial hotspot

The Sydney Hills is also an entrepreneurial hotspot, with 32,191 actively trading local businesses. So while the local population represents less than 0.7% of Australia, the number of businesses is more than twice this share at 1.5% of all Australian businesses. And with the new transport infrastructure, commercial constructions and emerging urban centres, the number of new business start-ups in the Hills will only grow.

The future of the Hills Shire

The future for the Hills will include more pockets of urbanisation which will create options for those looking for apartment living, walkable communities and a café culture. However, the size and diversity of the area will mean that the suburban and semi-rural nature of other parts will remain and the overall density will never reach the highs of local government areas like Parramatta which currently has 27.48 people per hectare. Not too many parts of Australia offer high-density living options just 10 minutes’ drive from acreage. Little wonder The Hills is one of the fastest growing regions in NSW.


Mark McCrindle will present the results of the 2017 Hills Business PSI, the third year of this study this Friday at the Sydney Hills Chamber of Commerce Chairman’s Lunch at which the Premier will deliver the keynote address.

If you would like a copy of the full Hills PSI Report please let us know and we will make it available after Friday’s launch.

Census Update - In the media

Thursday, April 13, 2017

The Australian Census has been conducted every 5 years since 1911, and is the biggest democratic activity in Australia. While the election last year counted 14 million votes, the 2016 Census includes every household, age group, resident and visitor – all 24 million of us.

Here’s everything you need to know about the preliminary Census results, painting a picture of our changing nation.

WHO IS THE TYPICAL AUSSIE?

The typical Australian is a 38 year-old Gen X woman, born in 1979, who can expect to live past the age of 85. She is married with two children and lives in one of Australia’s capital city (like 3 in 5 Australians), which is worth $825,980 and which she owns with a mortgage. She has $427,847 equity in their home, which is the bulk of her wealth. She works full-time and gets to work by car, along with 69% of all commuters.

HOW IS AUSTRALIA CHANGING?

We are ageing

The median age of Australians has increased from 37 to 38 (from the 2011 to the 2016 Census). Queensland has shown a strong leap in ageing (from 36 to 38), as has the Northern Territory (from a median age of 31 in 2011 to 34 in 2016).

We are culturally diverse

Three states (NSW, VIC, and WA) now feature their ‘typical’ resident as a person who has at least one parent born overseas. In NSW, China is now the top country of birth for residents born overseas and in VIC the top country for residents born overseas is India.

Owning a home outright is not as common anymore

The typical person across all of the states and territories now no longer owns a home outright, but with a mortgage. Only NSW and TAS feature the typical person who owns a home outright, and in the NT, the typical person is renting their home.

McCrindle In the media

Mark McCrindle on The Daily Edition

Eliane Miles on SBS News

Mark McCrindle on Seven News

McCrindle In the media





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