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Learnings from the Australian Census
 

Learnings from the Australian Census

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Meredith Simpson, Strategic Planner at GPY&R Melbourne presents this compelling presentation on the recently released results from the 2011 Australian census. ...

Meredith Simpson, Strategic Planner at GPY&R Melbourne presents this compelling presentation on the recently released results from the 2011 Australian census.

Meredith analyses the most stimulating statistics (no, that is not an oxymoron) from last year's census to help paint a picture of Australia and where we are heading.

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  • love your work Mez!
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  • very interesting stuff!
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Learnings from the Australian Census Learnings from the Australian Census Presentation Transcript

  • Census 2011: a look at who weare and how we’ve changed
  • What is the Census?
  • “The Census of Population and Housing is a descriptive count of everyone who is in Australia on one night, and of their dwellings.” Source: ABS
  • “The Census is the only way to getinformation on how many people there arein each part of Australia, what they do, and how they live.” Source: ABS
  • What did Census 2011 tell us?
  • 1.There’s more of us....
  • At the time of the census there were21,507,717 people living in Australia.
  • That’s1,652,432more people than 5 years ago (an 8% increase)
  • Or an extra905people per day over thelast 5 years - equivalentto the entire population of the town Pinnaroo in Pinnaroo Population: ~900 South Australia
  • 1,826It’s as if ‘Pinnaroos’ have appeared in the last five years
  • Population growth 2006 - 2011 +10% +11% +14% +5% +6% +9% +10%The mining states have seen the biggest growth in population +4% since the last census.
  • 2.Our home is still ourcastle...
  • Between 1996 and 2011 the proportion of occupied dwellings classified as ‘separate houses’ remained unchanged at 76%.Despite strong population growth andincreasing urbanisation, we’re a long wayfrom becoming a country of apartmentdwellers.
  • The average household size alsoremained unchanged at 2.6 people -disproving the 1996ABS prediction that it would drop to 2.4 people by 2011.
  • 3.This castle is getting morecostly...
  • Median monthly household mortgage repayments 2000 $1800 1800 1600 1400 $1300 38% 1200 1000 800 600 400 200 0 2006 2011
  • Median weekly household rent300 $285250 49%200 $191150100 50 0 2006 2011
  • Median weekly rent - state by state comparison400 380350 300 300 300300 285 277 260250 220 225 210 200 200 191 185200 170 2006 150 140 2011150 135100 50 0 Australia NSW VIC QLD SA WA TAS NT ACT WA and NT were the hardest hit - in WA median mortgage repayments increased by 61% and median weekly rent increased by 76%. In the NT median mortgage repayments increased by 58% and median weekly rent increased by 61% (and 80% in Darwin).
  • Growth in housing costs vs. income 2006-2011 60% 50% Despite rising housing costs, median personal income has only increased by 24% and 40% median family income has only increased by 26% 30% 20% 10% 0% Median Median Median personal Median family household household rent income income mortgage (weekly) repayments (monthly)
  • Weekly personal income by proportion of population 8%$0-$199 16% 6%$200-$399$400-$799 12%$800-$1,249 20%$1,250-$1,999$2,000 or more 16%not stated 22%
  • This means that... $0-$199$0-$199 $200-$399 the majority of$200-$399 $400-$799$400-$799 Australians$800-$1,249 $800-$1,249 56% earn less than $41,600 a$1,250-$1,999 $1,250-$1,999$2,000 or more more $2,000 ornot statedstated not year...
  • $0-$199 $0-$199 only around 1 19%$200-$399 $200-$399$400-$799 $400-$799 in 5 Australians$800-$1,249 $800-$1,249$1,250-$1,999 $1,250-$1,999 earn $65,000$2,000 or more $2,000 or more or more anot stated not stated year...
  • $0-$199$0-$199 6% and just 6% of$200-$399 $200-$399$400-$799 $400-$799$800-$1,249 $800-$1,249 Australians$1,250-$1,999 $1,250-$1,999$2,000 or more earn $104,000 $2,000 or morenot stated not stated or more a year.
  • 4.We’re getting older...
  • 1911
  • 1971
  • 1991
  • 2011
  • 1911 2011Median Age = 24 Median Age = 37
  • Population growth 1991-2011 Population growth 1991 - 2011200%$ 190%$180%$160%$140%$120%$100%$ 80%$ 61%$ 60%$ 40%$ 28%$ 20%$ 9%$ 0%$ Total$popula1on$ Australians$0734$yrs$ Australians$60+$yrs$ Australians$90+$yrs$ The significance of our ageing population is obvious when we look back over the last 20 years. Between 1991 and 2011 the number of Australians aged 60 and above grew by 61%, compared to a total population growth of just 28%. Meanwhile,the number of Australians aged 0-34 years grew by only 9%. The number of Australians aged 90 and older grew by a massive190%.
  • 5.We’re marrying less anddivorcing more...
  • % of people married 1996 vs. 2011 80 70 60 53% 49% 50% 40 30 20 10 0 15-19 years 20-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65-74 years 75-84 years 85 years and total over Married 1996 Married 2011
  • Percentage of females never married (15 years and older) Percentage of Unmarried Females, 15 years and older 35%30%25%20%15%10%5%0% 1954 1961 1971 1981 1991 2001 2011
  • % of people divorced/separated 1996 vs. 2011 25 20% 15 10 5 0 15-19 years 20-24 years 25-34 years 35-44 years 45-54 years 55-64 years 65-74 years 75-84 years 85 years and total over Divorced and separated 1996 Divorced and separated 2011
  • 6.We’re starting to get moremeaningful data on same-sex couples...
  • Number of reported same-sex couples 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 1996 2001 2006 2011 Note: 1996 and 2001 figures are approximations only. Counts of same-sex couples living in the same household have only been included in the census since 1996.
  • 4% The 2011 Census was the first time same-sex couples were able to report their relationship as ‘husband or wife’ rather than ‘de facto96% partner.’ 4% of same-sex couples chose to use this label. same-sex husband or wife same-sex defacto partner
  • A look at Australia’s couples in 2011: 4,782,714 17,584 16,131 opposite sex couples male same-sex couples female same-sex couplesSame-sex couples make up 0.7% of total reported couples
  • 7.We’re becoming moreculturally diverse...
  • 1 in 4 Australianswere born overseas
  • Country of birth top 20 2011 2006 Australia – 69.8% Australia – 70.9% England – 4.2% England – 4.3% New Zealand – 2.2% New Zealand – 2.0% China – 1.5% China – 1.0% India – 1.4% Italy – 1.0% Italy – 0.9% Vietnam – 0.8% Vietnam – 0.9% India – 0.7% Philippines – 0.8% Scotland – 0.7% South Africa – 0.7% Philippines – 0.6% Scotland – 0.6% Greece – 0.6% Malaysia – 0.5% Germany – 0.5% Germany – 0.5% South Africa – 0.5% Greece – 0.5% Malaysia – 0.5% Sri Lanka – 0.4% Netherlands – 0.4%United States of America – 0.4% Lebanon – 0.4% Lebanon – 0.4% Hong Kong – 0.4% Netherlands – 0.4% Sri Lanka – 0.3% Hong Kong – 0.3% United States of America – 0.3% South Korea – 0.3% South Korea – 0.3% Ireland – 0.3% Poland – 0.3%
  • % change in country of birth 2006 - 2011 Ireland"" 34"Korea,"Republic"of"South"" 41" Hong"Kong"" 4" Netherlands" )4" Lebanon" 2"United"States"of"America"" 25" Sri"Lanka" 39" Greece"" )9" Germany"" 1" Malaysia" 26" South"Africa" 40" Philippines" 42" Vietnam" 16" Italy" )7" India" 101" China" 54" New"Zealand" 24" UK" 6" Australia" 7" )20" 0" 20" 40" 60" 80" 100" %
  • The biggest movers *7# Poland Poland *7# Italy Italy *9# Greece Greece This suggests that*25# South Eastern Europe -25 South Eastern Europe we will continue to see movement in the Sri Lanka 39# top 20 list for South Africa 40# country of birth over Korea 41# the coming decades. Philippines 42# Iraq 48# Thailand 49# China 54# India 101#-40 -20 0 20 40 60 80 100 %
  • If you were to meet a fellowAustralian today, it is twice as likely that they will have been born in India compared to 2006.
  • In 1991, 83% of ...that droppedpeople spoke only to just 77% inEnglish at home... 2011 84% 83% 82% 81% 80% 79% 78% 77% 76% 75% 74% 1991 2011
  • Languages spoken amongst those who speak a language other than English at home18% 17%$16%14%12% 10%$10% 8%$8% 7%$ 6%$ 6%$ 6%$6%4% 3%$ 2%$ 2%$ 2%$2%0% Chinese Indo-Aryan Italian Arabic Greek Vietnamese Southeast Spanish Croation German Iranic Languages Languages Asian Languages Austronesian Lanugagues Mandarin has overtaken Italian as the second most common language spoken at home.
  • Languages spoken at home (other than English) - the biggest movers 1991-2011 Dutch -22% Polish -22% Italian -27% German -30% Maltese -34%Vietnamese 129% Serbian 137% Korean 324% Hindi 415% Mandarin 536% -100% 0% 100% 200% 300% 400% 500% 600%
  • People speaking Mandarin 1991 2011 1 x Etihad 3 x MCG + 1 x Adelaide OvalBack in 1991 the number of people in Australia speaking Mandarinat home would have fit into Etihad stadium (52,861 people). Now, it would require 3 MCGs and 1 Adelaide Oval (336,410 people).
  • People speaking Hindi 1991 20111 x WACA 1 x MCG + 1 x Bellerive Oval Back in 1991 the number of people in Australia speakingHindi at home would have fit into the WACA (21,585 people). Now, it would require 1 MCG and 1 Bellerive Oval (111,352 people).
  • Affiliation to Christianity100% 96%90%80% 61%70%60%50%40%30%20%10% 0% 1911 2011
  • % growth 2006-2011 Hinduism 86% Islam 40% Hinduism hasNo religion 29% become Australia’s fastest growing Buddhism 26% religion. Judaism 10%Christianity 4% 0% 20% 40% 60% 80% 100%
  • A few implications for marketers
  • •outsidegrowth key markets offor brands will increasinglysome of Future of the opportunities Melbourne and Sydney as exist the other, smaller states experience significant population growth.•increases in the cost ofwill continue to be matched by an increase Australian households housing fail to tighten their belts as in household income.•comingare often seen as the holy grail forgrowth opportunities for Youth decades there will be significant marketers but in the the products and brands that position themselves as relevant for older Australians.•language - will continue toand targetingrelation to culture and Audiences segmentation fragment in will become increasingly important in helping to understand and reach different cultural groups within Australia.