The first Generation Zs of Australia face their final exams

Tuesday, October 16, 2012

Gen Z to start their HSC exams | The McCrindle Blog

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.

Going to the chapel... or the park! Wedding and marriage trends in Australia

Friday, October 12, 2012

Wedding and marriage trends in Australia | The McCrindle BlogAnalysis of the latest ABS marriages data (ABS cat 3310.0) shows record wedding numbers and also a growing preoccupation with memorable wedding dates. With Spring the most popular season to tie the knot, and auspicious dates highly sought after (10/10/10 was the most popular wedding date in 2010 and the 11/11/11 last year), wedding venues in Australia should brace for a few busy days over the next three months.

Click here to download the full Research Summary.

Lucky in numbers

October was the most popular month for weddings in 2010, being in the middle of the most popular season for weddings, and helped by the sequence of numbers in 10/10, and in particular the most popular date of the year being 10/10/10 with 2,454 weddings taking place. Australians certainly place their faith in numbers as this was the only day that a Sunday exceeded the Saturday of the same weekend in relation to the number of weddings. Our focus on numbers is a growing phenomenon. In 2007, 28% of weddings held in July took place on the 07/07/07, while in 2008 1,444 couples held Friday weddings just to snag the 08/08/08. The 09/09/09 also proved popular, with 7 times more weddings on that date than any other that month!

When they are taking place

While Saturday is the most popular day to get married on by far, Fridays and Sundays are gaining momentum, perhaps as couples fight for the best venues and prices in an industry that turns over 4.3 billion a year (IBIS World 2011). Interestingly, Friday is continuing to boom and on some weekends in 2010 this day was even more popular than Sunday.

Transitioning wedding months

“The wedding industry is seeing a migration away from Summer as higher venue prices, competition for venues and increased flexibility in taking leave from work influence couples as they choose a date. Similar to the travel industry, shoulder seasons have replaced Summer as a more desirable option when it comes to tying the knot.”

“The trend to civil weddings is also driving the season. With church attendances declining, the one time Australians were likely to pass through the church doors was for a wedding, but now just 30% of all weddings are conducted by ministers of religion. This has led to a trend of more varied locations for ceremonies, many of these with an outdoor aesthetic where the climate matters more than for the church wedding,”
- social researcher Mark McCrindle

Whilst the statistics from 2012 aren’t in yet, October has been the most popular month for weddings for the past few years, with 15% of 2010’s nuptials occurring in this month. Other months that rated highly including March (10.7% of weddings), November (10.6% of weddings) and April (9.3% of weddings). June was the least popular month to tie the knot, with just 1 in 20 weddings taking place (4.7%). Up in the Northern Territory however (perhaps to escape the heat), June is the most popular most, with 17.6% of the states marriages taking place in that month.

How many we average per day: Australia sees an average of 332 weddings per day, with this figure rising to an average of 577 in October, the busiest month of the year, and down to 190 in June, the quietest month of the year.

Across the states and territories

Queenslanders had the highest wedding ratio in 2010, with 0.6% of the state’s population tying the knot and an average of 73 weddings per day. NSW came in at a close second, followed by Western Australia. Northern Territorians were the least likely to tie the knot with 0.4% of the population saying “I do” in 2010.

Click here to download the full Research Summary.

Australians' attitudes towards special events and holidays

Thursday, October 11, 2012

Australians attitudes towards special events and holidaysChristmas is the most meaningful public holiday of the year for Australians (37%), followed closely by Anzac Day (30%). When it comes to special events and occasions, Mum’s the word, with half (48%) of us seeing this special day as most meaningful –10 times more than those who selected Father’s Day (5%)! But Halloween has us spooked, with 2 in 5 seeing it as the least meaningful event of the year.

Click here to download the Social Analysis.

Public Holidays

It’s nearly been 100 years since the battle at Gallipoli that birthed ANZAC day and the interest and respect for this public holiday is as strong as ever. In fact, over a quarter of us (30%) feel Anzac Day is the most meaningful public holiday to them. Comparatively, other Christian holidays such as Easter were considered less meaningful, with just 15% selecting the Easter long weekend...that’s just 4% more than those whom selected Australia Day!

While we all appreciate the work-life balance afforded by our 8 hour work day, 29% felt Labour Day was the least meaningful public holiday of the lot – second only to the Queen’s Birthday (34%)! In fact, just 1 in 100 Australians feel Labour Day is the most important public holiday of the year!

“This study is a fascinating insight into what matters to Australians – and there are certainly some surprises. While the spirit of courage and mateship as exemplified by the Aussie digger still rings strongly, with Anzac Day and Remembrance Day deeply significant for us, the interest in 19th century labour reforms as celebrated by Labour Day and May Day has waned.”
- Mark McCrindle

Special events and festivals

Highlighting that Halloween may never achieve significant traction in Australia, just 2% of respondents rated it as the most meaningful to them, while 2 in 5 (41%) saw it as the least significant event of the year.

Mother’s Day was by far the most meaningful day, with nearly half of all respondents saying this day mattered most for them (48%). Sadly for the nation’s Dads, for every respondent who selected Father’s Day (5%), 19 said celebrating their Mum held the most meaning to them.

Similar to Anzac Day, our nation is certainly patriotic about our troops and the freedoms they have fought for, with 28% seeing Remembrance Day as the most important special occasion day of the year.

While National Sorry Day has only been around for 14 years, already 1 in 20 Australians see it as most meaningful to them – around the same amount who ranked Valentine’s Day as number 1. However, it has yet to achieve national importance, with the second highest number of “least meaningful” responses, after Halloween.

“In this Land of the Long Weekend, Australians still love a public holiday, however meaningful reflection and heartfelt celebration is not easily given. In Australia, Jesus, mums and our Diggers still hold a revered place as demonstrated by the strong meaning attached to Christmas Day, Mother’s Day, ANZAC Day and Remembrance Day compared to all other special days in the year.”
- Mark McCrindle

Click here to download the Social Analysis.

Play the McCrindle Research Conference Cliché game at your next event!

Wednesday, October 10, 2012

Conference Cliché | Game | McCrindle Research'Tis the season for conferences and events!

If you’ve ever been stuck in a meeting or conference with the management clichés flowing thick and fast, wondering if you’ll ever again see the light of day, then we hear you, and have designed this Conference Cliché game just for you. While you should avoid clichés like the plague, they make for a fun game so bring it on we say and circle 5 in a row and you’ll be #winning. It’s a no brainer, play McCrindle Research’s Conference Cliché at your next event – it’s not rocket science, in fact it’s all good!

Click here to download the PDF 

The reality is that clichés are a dime a dozen. To be honest, many people want closure on cliché use but having said that they’re not taking ownership of their language - go figure. Clichés are the low hanging fruit of management speak and because most of us are so over them, we need to take this on board, and if it’s doable, give them the flick!

This McCrindle Research project studied Australians nationally to find the most annoying clichés working Australians hear around the water cooler so we have unpacked this important issue in the hope that leaders can get on the same page as their workers and cut these over used clichés - it might seem like climbing Mount Everest, and it may not happen overnight, and while there’s no silver bullet solution, when it comes to curtailing clichés, never say never. Having said that, if all else fails, these 24 clichés can be read out to make a winner of a speech, so go for gold!

Click here to download the PDF 

McCrindle Research on Pinterest & Instagram [read: Follow Us!]

Tuesday, October 09, 2012
McCrindle Research | Social Media | Pinterest and Instagram

At McCrindle Research we can appreciate that not everyone relishes in statistic-heavy and wordy reports. That's why we want to be as engaging as possible in sharing our research findings in as many different ways and through as many channels as we can!

So for those of you who are more visually stimulated, McCrindle Research are now on Pinterest and Instagram. We'll work stats and figures, social analyses and research summaries into photos, infographics and more. If you're on either of these social networks, be sure to follow us! :)

Find us on both Instagram and Pinterest under the username: McCrindleResearch

See you there!
- The McCrindle Team -

"By Popular Demand" - Mark McCrindle's latest and most requested keynote presentation topics

Thursday, October 04, 2012

Mark McCrindle is a social analyst with an international renown for tracking global changes, and analysing social trends.

In our research fields of demographic change, social trends, employment shifts and technological and consumer influences, nothing stays the same for long and innovation is key.

This is mirrored with the speaking topics and issues that are most requested of Mark and therefore the content of his presentations and the sessions that he creates are similarly ever-changing. Here are some of his newest and in-demand sessions:

  • Trends and Tactics with Social Media: Engaging with New Communities, Connecting with Emerging Customers
  • 21st Century Consumers and the Key Influences Upon Them
  • A Demographic Snapshot of Australia Now and Towards 2020
  • Understanding and Engaging with Generation Z
  • Strategic Trends Forum: The External Environment

Want more details? Click here to download the PDF.
For more on Mark visit his website, Twitter, or check out the video below!

Words, Phrases and Symbols that Define 21st Century Australians

Monday, October 01, 2012

Aussie words, phrases and Symbols - Boxing Kangaroo imageOur national spirit is tied strongly to our words and phrases. And it seems that our unique Australian words are not only iconic, but well regarded by Australians. Top of the list was “mate” at 65.6% extremely/very proud of this word, 2nd was “g’day” (60.7% extremely/very proud) followed by “arvo”, “tucker” and “snags”.

However of all Australian terms, “arvo” is the most used by Australians (73.2% use this term) followed by “g’day” (71.1%).

Our unique language is still a strong part of our national brand. From our colourful language to our unique humour, the Aussie lexicon is one of fun. Only in Australia is a redhead called “Bluey”, and a stranger is called “mate”.

Top 5 “Best regarded Aussie words by Australians

  1. Mate
  2. G’day
  3. Arvo
  4. Tucker
  5. Snags

However there are some well recognised local slang that Australians feel uncomfortable using. The top 5 words with more Australians “uncomfortable” than “comfortable” in their use are:

Top 5 “most uncomfortable” Aussie words

  1. Cobber
  2. Sheila
  3. Strewth
  4. Dunny
  5. Crikey

We have affection for iconic Aussie phrases with “No worries” a clear winner (73.7% extremely/very proud) followed by “g’day mate“ (71%) and “she’ll be right” (56.7%).

Top 5 best regarded Aussie phrases

  1. No worries
  2. G’day mate
  3. She’ll be right
  4. Too easy
  5. Fair dinkum

Many phrases were well known and well regarded but considered too ocker to be used in general speech, and topping this list was “not within coo-ee” (12% of Australians have used this phrase), “woop-woop” (13% use this term) and “dinky-di” (18%).

Top 5 “too ocker” Aussie phrases

  1. Not within coo-ee
  2. Woop woop
  3. Dinky-di
  4. Stone the crows
  5. You beauty

The ubiquitous chant “Aussie aussie aussie – oi oi oi” split Australians but overall was rated more positively (45.5% proud) than negatively ( 37.5% uncomfortable).

As Australians we love our iconic phrases and particularly those that communicate our down-to-earth attitude and community values. From the relaxed “no worries” to the generous “too easy”, and anything ending in “mate”, our favoured phrases radiate warmth. However there is a self consciousness and even a cringe factor which sets in with words like “cobber, sheila” and “stone the crows”. We have an affection for our quirky language- but this is balanced with a 21st Century sophistication.

Further evidence of embracing our language, Australians are pushing back on the AmericaniZation of spelling. Less than 1 in 20 Australians (4.5%) embrace American standard spelling (color, organize, center etc) with almost 4 in 5 Australians (79%) strongly or significantly opposed to the trend.

Aussie symbols

We love the flag (79% of Australians are extremely or very proud of the Australian flag) and the “Australian Made” symbol (67.1% very/extremely proud) but have mixed views on the Southern Cross symbol. In fact both the Australian Aboriginal Flag, and the Boxing Kangaroo had a larger proportion of Australians rating a feeling being proud of them even over the southern cross. Further, 1 in 4 Australians (23%) stated they were “slightly” or “very” uncomfortable in its use. Only the Eureka Flag had a higher “discomfort rating”.

  1. Australian flag
  2. Australian Made
  3. Australian Aboriginal Flag
  4. Boxing Kangaroo
  5. Southern Cross

Australians have always been proud of their nation, but in an understated, assumed-not expressed manner. Of recent years this patriotism has been more visible, particularly seen through a fond embrace of the Australian flag” states Mark McCrindle. Yet it is not surprising that in this land of the “fair go” symbols which articulate exclusivism rather than belonging decline in popularity. The Eureka Flag has long been viewed this way, being joined more recently by the Southern Cross.

McCrindle Research Rooms: Sydney focus group facilities [VIDEO]

Thursday, September 27, 2012

McCrindle Research Rooms are located in the fastest growing area in Sydney. These purpose-built rooms are designed by researchers, for researchers specifically for focus groups and boardroom briefings.

Hit the jump for the video with a virtual walkthrough of what we provide!

For more information visit the Research Rooms website, or give us a buzz on FREECALL 1800 TRENDS (1800 873 637).

21st Century Customers: Engaging with the global consumers [INFOGRAPHIC]

Monday, September 24, 2012

Following from our last McCrindle Research Future Forum Breakfast Event, we've put together an infographic which maps out our increasingly global market culture. Take a look below!

21st Century Customers: Engaging with the global generations

McCrindle Research presents the Australian Communities Forum event [VIDEO]

Thursday, September 20, 2012

McCrindle Research are proud to present the Australin Communities Forum, which exists to empower and equip organisations to engage with their communities.

This one-day event will provide a demographic and social overview of Australian communities, it will equip leaders with resources to better connect with communities, and uniquely it will facilitate networking opportunities across the commercial, not-for-profit and government sectors. The Australian Communities Forum will deliver the latest information in an interactive format, with innovative local examples, and the sharing of great ideas.

Join us on Friday November 16th at The Star Room in IMAX, Darling Harbour for a full day's worth of analysis of Australian communities. We'll be looking at Communities Defined, Communities Engaged, Communities Equipped and Communities Inspired. Ticket prices are $495 per person, or $345 per person for multiple registrations.

Click here for more information on the event.
Click here to register now.

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