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.

1. Census 2011: a look at who we
are and how we’ve changed

2. What is the Census?

3. “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

4. “The Census is the only way to get
information on how many people there are
in each part of Australia, what they do, and
how they live.”
Source: ABS

5. What did Census 2011
tell us?

6. 1.
There’s more of us....

7. At the time of the census there were
21,507,717 people living in Australia.

8. That’s1,652,432
more people than 5 years ago
(an 8% increase)

9. Or an extra905
people per day over the
last 5 years - equivalent
to the entire population
of the town Pinnaroo in Pinnaroo
Population: ~900
South Australia

11. 1,826
It’s as if ‘Pinnaroos’ have
appeared in the last five years

12. 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.

13. 2.
Our home is still our
castle...

14. Between 1996 and
2011 the proportion
of occupied dwellings
classified as ‘separate
houses’ remained
unchanged at 76%.
Despite strong population growth and
increasing urbanisation, we’re a long way
from becoming a country of apartment
dwellers.

15. The average
household size also
remained unchanged
at 2.6 people -
disproving the 1996
ABS prediction that it
would drop to 2.4
people by 2011.

16. 3.
This castle is getting more
costly...

17. Median monthly household mortgage
repayments
2000
$1800
1800
1600
1400 $1300
38%
1200
1000
800
600
400
200
0
2006 2011

18. Median weekly household rent
300 $285
250
49%
200 $191
150
100
50
0
2006 2011

19. Median weekly rent - state by state comparison
400 380
350
300 300 300
300 285 277
260
250 220 225
210 200 200
191 185
200 170 2006
150 140 2011
150 135
100
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).

20. 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)

21. 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%

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 or
not statedstated
not year...

23. $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 a
not stated
not stated year...

24. $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 more
not stated
not stated
or more a year.

25. 4.
We’re getting older...

26. 1911

27. 1971

28. 1991

29. 2011

30. 1911 2011
Median Age = 24 Median Age = 37

31. Population growth 1991-2011
Population growth 1991 - 2011
200%$ 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%.

32. 5.
We’re marrying less and
divorcing more...

33. % 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

34. 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

35. % 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

36. 6.
We’re starting to get more
meaningful data on same-
sex couples...

37. 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.

38. 4%
The 2011 Census was the
first time same-sex
couples were able to
report their relationship
as ‘husband or wife’
rather than ‘de facto
96%
partner.’ 4% of same-sex
couples chose to use this
label.
same-sex husband or wife
same-sex defacto partner

39. 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 couples
Same-sex couples make up 0.7% of
total reported couples

40. 7.
We’re becoming more
culturally diverse...

41. 1 in 4 Australians
were born overseas

42. 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%

43. % 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"
%

44. 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
%

45. If you were to meet a fellow
Australian today, it is twice as likely
that they will have been born in
India compared to 2006.

46. In 1991, 83% of ...that dropped
people spoke only to just 77% in
English at home... 2011
84%
83%
82%
81%
80%
79%
78%
77%
76%
75%
74%
1991 2011

47. Languages spoken amongst those who speak
a language other than English at home
18% 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.

48. 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%

49. People speaking Mandarin
1991 2011
1 x Etihad
3 x MCG + 1 x Adelaide
Oval
Back in 1991 the number of people in Australia speaking Mandarin
at home would have fit into Etihad stadium (52,861 people). Now, it
would require 3 MCGs and 1 Adelaide Oval (336,410 people).

50. People speaking Hindi
1991 2011
1 x WACA 1 x MCG + 1 x Bellerive Oval
Back in 1991 the number of people in Australia speaking
Hindi at home would have fit into the WACA (21,585 people).
Now, it would require 1 MCG and 1 Bellerive Oval (111,352
people).

51. Affiliation to Christianity
100% 96%
90%
80%
61%
70%
60%
50%
40%
30%
20%
10%
0%
1911 2011

52. % growth 2006-2011
Hinduism 86%
Islam 40%
Hinduism has
No religion 29% become Australia’s
fastest growing
Buddhism 26% religion.
Judaism 10%
Christianity 4%
0% 20% 40% 60% 80% 100%

53. A few implications for
marketers

54. •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.