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.

Australia has more churches (13,000) than schools (9,500), and more Australians attend a church service each week (1.8 million) than there are people in South Australia (1.6 million).

And while the latest Census results show that Christianity is the religion with which most Australians identify (61.1%), well above the second most popular religion in Australia, Buddhism (2.5%), less than one in seven of the Australians who ticked “Christianity” on their census form regularly attend a church.

Easter is a time of the year when church attendance increases, but what do the 92% of Australians who are not regular church attendees think of churches, and churchgoing in 2013? Here’s our latest infographic which shares the data. Oh, and Happy Easter!

Church Attendance in Australia Infographic

World Water Day is celebrated every year on 22 March to focus the world’s attention to issues surrounding freshwater and the sustainable management of freshwater resources.

The United Nations Conference on Environment and Development (UNCED) recommended this international day in 1992, with the first ever World Water Day celebrated exactly two decades ago on 22 March 1993. This year’s theme for World Water Day is cooperation around water – using water as an instrument of peace by promoting an interdisciplinary approach to sharing this precious resource around the globe.

Here at McCrindle Research, we wondered what Australians had to say about water as a resource priority, water costs, and the use of water per Australian individual.

Water: Precious But Over-Priced

Our recent nationwide survey shows that 4 out of every 5 Australians say that the cost of water is too expensive. Australians value water provision, availability and affordability less than they value access to medical care, and more than they value electricity.

Water Views and Values

How does water consumption and cost compare per person across the Australian states and territories? South Australians pay the most for household water bills per person, while Victorians pay the least. In terms of water consumption, individuals in the Northern Territory use the most while individuals in Victoria use the least at just 55kL per person per year (ABS). In terms of water use in the home, Sydneysiders use 27 percent of water outdoors, 24 percent for showers, 20 percent in the laundry, 16 percent for flushing toilets, 10 percent on kitchen and bathroom taps and 3 percent on baths (Sydney Water).

Methodology

This research was conducted by McCrindle Research through a national study of Australians which received 540+ responses (detailed demographics below). Figures on consumption and price reflect household expenditures, not government expenditures, and reflect Urban Distributed water only. Sources: McCrindle Research, ABS Cat. 4610.0, Water Account, Australia, 2010-2011, and Sydney Water.

The smartphone has become the one device to rule them all, as a new generation of digital integrators have streamlined their appliances and utilities into the one portable gadget. 

In October 2012, McCrindle Research surveyed 710 Australians and discovered the full extent to which apps have penetrated our world. The dominance of the smartphone as the primary device for the Under 30’s as a clock, alarm, navigation tool, camera and for news updates has been a phenomenon. Keep in mind the smartphone has only been around for 5 years and yet through apps, it has become integrated into our lifestyles, not just as a communications tool, but as an essential tool for many daily tasks.

Click here to download the PDF. 

Meet the Digital Integrators: This research shows that while many of the Baby Boomers own smartphones and use apps, the way they use new technologies is more sequential, structural, linear and practical than the younger generations. The over 40’s can be described as Digital Transactors, using the latest tools to transact, as with any tool, and after the function is performed, putting it back down or replacing an older tool with a newer, more functional one. However the Under 30’s, having been shaped in a digital, wireless, online world, have embedded these tools more into their lifestyles. The technologies are seamlessly integrated into their lives- it has almost become an extension of them, always on, and integrated into all aspects of their life. They are the digital integrators.

What's that? Less than a month to go before Christmas? While we're sure we're not the only ones wondering where 2012 went, we know you'll appreciate this!

From now until Christmas, we've pulled down the prices of all three of our books on sale. You can grab The ABC of XYZ: Understanding the Global Generations, The Power of Good: True stories of great kindness from total strangers, and Word Up: A Lexicon and Guide to Communication in the 21st Century, all by Mark McCrindle. 

Shop online now or call the McCrindle offices on +61 2 8824 3422 to make an order! Kgo!
(bulk orders are taken over the phone)

Our most formally educated generation to date starts their Year 12 exams.

15 October 2012: Today is a generational landmark, as the first of Australia’s “Digital Integrators” (Gen Zs) commence their final school exams. This research summary looks at who comprises Generation Z, their experience of education today and the jobs of the future they are being trained for.

Who are Generation Z? (Born 1995-2009)

Australia’s 4.6 million Generation Zs are almost exclusively the children of Generation X, and they are truly the 21st Century generation, with the whole of their formative years lived in this century. While they are today’s children and teenagers, by the end of the decade they will comprise 12% of the workforce.

Click here to download the PDF.

Armed with an education: Our most formally educated generation in history

Australian youth today are spending more time in education than any other generation, with 71.2% of high school graduates going onto further education and training (45.6% of whom go onto university). Generation Z will be Australia’s most formally educated generation to date with many schools already exceeding the Federal Government target that by 2015 90% of students nationally will complete Year 12.

Digital integrators: The next generation of digital entrepreneurs

Today’s adults are digital transactors, using the latest technology but in a structured, procedural and task focused way. However young people can best be described as digital integrators – being exposed to digital technology from their early formative years, they have integrated it seamlessly into their lives rather than using as a tool through which they transact. A social trend we have noticed is that the majority of Australian teenagers do not wear wristwatches as their mobile phone is an integrated device which provides for them the time as well as dozens of other applications. Exams provide the terrain in which generational conflict emerges – phones are banned yet time management is a key part of examination success. Additionally, with online education growing in popularity, this generation of Year 12 students may be the last to complete their final school exams with pen and paper, a trend we’re witnessing with e-tax overtaking traditional tax returns and millions of Australians opting for the eCensus over the paper form.

Cyber Bullying: New challenges for a virtual generation

With nearly all young Australians engaging online with their peers, it is a sad reality that a third of students (33%) have been bullied in a context outside of the playground, whether via social networking websites (such as Facebook), instant messaging, text or email. Home is no longer a safe haven from bullies, as cyber bullying can take place anywhere and spread quickly.

Click here to download the PDF.

Slanguage Top 5’s

In Word Up we analyse slanguage in Australia and particularly amongst Generation Z. Here's a summary:

Top 5 Changed Slang words

Top 5 blended words

Top 5 overused slanguage

• Buy the book here.
• Download free chapters and other resources here.
• More information on Word Up: A Lexicon and Guide to Communication in the 21st Century here.

For as long as we can remember, there have been concerns about supposed declining literacy standards. Some blame teaching methods and, others, teachers.

More recently, the media have said technology is to blame, that too much texting has caused young people to frgt hw 2 wrt prprly. Has technology actually had a negative impact on literacy standards? If not (and if literacy standards have indeed declined), then what is to blame?

Concerns, Statistics and Comparisons

It’s not just parents who are bemoaning the state of education. Ninety-four per cent of respondents to one of our surveys said that young people’s spelling and grammar have deteriorated since their parents’ time. Nearly 70% of those respondents blamed education standards...

This chapter of Word Up, A Lexicon and Guide to Communication in the 21st Century covers:

The word is out: Australians are so over clichés. There’s no question that we love to hate them. Yet having said that, we use them in droves, big time.

You’ve heard them all before... perhaps you’ve even used them yourself? Either way, Australia has spoken and these are the clichés we love to hate.

1. At the end of the day  

2. Let’s do lunch 

3. It’s not rocket science 

4. 24/7 

5. Calling to touch base 

6. Bring it on  

7. Don’t get me started  

8. As you do 

9. Tell me about it  

10. Your call may be recorded for training purposes

Australia in 2012 is experiencing significant population shifts and social trends. So amidst the change, it is encouraging to see that the national barometer shows Australia is travelling pretty well.

Within a few months, Australia’s population will exceed 23 million. In fact, Australia’s population has doubled since 1966 (11.5 million) which is the same period of time that the total world population has doubled (from 3.5 billion in 1966 to 7 billion today). When asked about this population growth, more than half of Australians (52%) said that they were concerned about Australia’s rapid rate of population growth. Only a third (36%) felt that we were growing at the right rate.

The ratio of retirees to workers will double over the next four decades

Australia is ageing rapidly as a nation! By 2050, older people (aged 65-84) are expected to more than double and those aged over 85 will more than quadruple. In today’s workforce, there is a ratio of 5 workers per retiree!  By 2050, this will have halved to just 2.5 workers per retiree. We are moving into a prolonged period where there will be fewer people working relative to the total population, to support through taxation, the increasing aged-care and health costs of an older population.

Growing cultural diversity, growing acceptance of it

Of the 1 in 5 (20%) of Australians born in non-English speaking countries, 83% feel they speak English well or very well. Of all Australians, Tasmanians are the most likely to have been born in Australia (87%) and 86% reported that all or most of their friends were from the same ethnic background as they were themselves. NT (67%) and Victoria (69%) had the lowest percentage of people reporting that all or most of their friends were from the same ethnic background that they were.

 Australians have embraced cultural diversity, 4 in 5 (80%) stating that it is a good thing for a society to be made up of people from different cultures. Those in the ACT were found to be the most accepting of cultural diversity, with 87% feeling this. Tasmanians and Queenslanders were the least likely to feel positive about cultural diversity, but even so, less than 1 in 10 Tasmanians (9%) and Queenslanders (8%) strongly disagree with the idea that cultural diversity is a good thing.

Community involvement and volunteering

As Australians, it’s not uncommon to volunteer in the community, with 6.14 million adults (38%) undertaking some form of voluntary work annually. Interestingly, Australians in major cities (34%) were less likely to participate in voluntary or community activities, when compared to Australians living in regional areas (42%).

Different generations also volunteered for different activities. Younger generations were more likely to be involved in sports and recreation, older Gen Y and Gen Xers were most commonly volunteering in parenting groups. Welfare and community type activities were most common in the Boomers and Builders.

Wealth of the top 20% of Australian households is 70x more than that of the lowest 20%

In Australia, the national average disposable income is $44,096. The disposable household income of the lowest 20% of Australian households comprises just 7% of the total Australian household income ($16,328). The average disposable household income of the top 20% of households is $88,608, which comprises 40% of all household income! Even after tax strategies to balance Australian earning, this is five times the average earnings of the bottom 20%.

 Currently, the average Australian household net worth is $719,561. The lowest 20% of Australian households own just 1% of Australia’s private wealth (with an average net worth of $31,829), whilst the highest 20% own 62%, with an average net worth of $2.22 million. The wealth of the average household in the top 20% is seventy times more than the average of those in the bottom 20%.

Mobiles overtake fixed lines as preferred form of communication

As Australians, we not only value our relationships, but we strive to ensure that we’re well-connected. On a day-to-day basis, 1 in 5 Australians (20%) have face-to-face contact with family and friends outside of their household, and 4 in 5 (79%) have contact weekly. In terms of non-physical forms of communication, mobile phone and SMS-style communication (84%) were the most common methods of keeping in touch with family and friends, just overtaking fixed phone (83%). There are currently more than 6.2 million Australian households connected with broadband internet which equals 7 in 10 (73%) of all households.

We’re optimistic about our health

Most Australian adults rate their health as good, very good or excellent (83%), and when thinking about overall life satisfaction, 2 in 5 (43%) of us are pleased or delighted with our lives, and a further 34% are mostly satisfied. That means that 3 in 4 (77%) Australians are quite satisfied with their lives overall. However, the less contact an adult had with family and friends living outside their household, the less satisfied they were with their lives. Similarly, divorcees and separated adults were also least likely to be feeling satisfied.

Crime and safety

As Australians, we feel safe in our homes, with 85% stating that we felt safe or very safe at home alone after dark. Interestingly, only half of Australians (48%) feel safe if they were to walk in their neighbourhood at night time. There was a large difference between males and females, with men feeling much safer than women whether in or out of their home. 2 in 3 (68%) men feel safe walking in their neighbourhood at night, compared with only 29% of women.

 “The Australian Barometer 2012 reads very well. We are connecting positively culturally, socially and technologically. Our communities are culturally diverse and most Australians agree that this enriches our society. Most Australians connect socially with friends and family other than their household each week, and continuing our early adoption of technology, most Australian households are broadband connected, and more use is made of mobile phones than landlines. We are happy with our health with 83% of Australians rating their health as above average (which says more for our positive frame of mind than our statistical abilities!) and we record a high level of feel safe at home and in our communities,” said Mark McCrindle, director of McCrindle Research. “Overall, the population growth and ageing, the skewed wealth distribution and safety in our neighbourhoods are the areas of concern.”

Sources: The Australian Bureau of Statistics,
The Australian Government Intergenerational Report (2010),
McCrindle Research findings (2012).