New research reveals Aussies are 'faux-cialisers'

Wednesday, November 02, 2016

It’s official. A night on the couch bingeing on a favourite TV series is the best kind of night! New research reveals we love treating ourselves to an indulgent night in, and we regularly bail on plans made with friends, work mates and family in the process. It’s called faux-cialising and it’s rampant across Australia!

We were delighted to partner with Connoisseur Desserts to conduct new research into Australians aged 18 and over, and their social habits. According to the research, 73% of Aussies aged 18 and over regularly faux-cilise – cancelling social plans just to stay home to watch TV and experience the night they would have had via social media.

So what has prompted the rise of the faux-cialiser? Mark McCrindle points to a hectic work schedule, the comforts of home, and entertainment at our fingertips, which is making faux-cilising a growing trend in our (increasingly less) social lives.

The research shows Australians fall into four categories when it comes to their attitudes and behaviours towards social plans:

The Socialites

FOMO (fear of missing out) is very real and increasingly this group is predominantly men, aged 25 – 54 (the group least likely to faux-cialise).

The Wait and Sees

Commitment-phobes who are men and women represented by 43% of 35-54 year olds (who do admit to faux-ialising regularly).

The Bailers

Legitimising a night on the couch as the entertainment option of choice. This group is embracing faux-cialism and is strongly represented by women (64%) aged 35-54 (72%).

The Homebodies

Those who preferring to stay home all of the time and are embracing JOMO (joy of missing out) as a way of life (79% aged 35+). This type of faux-cialiser is equally represented by both men and women.

Highlights from the research show that despite these nuances, the typical Australian is making pretty similar choices when it comes to their social lives and (not) going on a night out.

Home is where the heart is

When asked what night was their favourite night of the week to stay in, a whopping 45% of Australians reported they prefer to always stay home. Only 1% said they’d prefer to go out every night. 

Plans Schmans

When we do make plans, we’re displaying a real fear of commitment! While we initially get excited about the opportunity to socialise on a night out, 62% of us will stall on making a decision, preferring to wait to see how we feel closer to the time or on the day. This rings true across all age brackets.

Dropping in

77% of us report to dropping in on social events just to show our faces all, a lot or some of the time. Not surprisingly, the Homebodies and Bailers are the most likely to do the drop in. For nearly 20% of 20-34 year olds, a ‘drop in’ often means attending more than one event on a night out – really making the most of the rare occasion to socialise out of home.

Me time

Self-care is the main motivation for cancelling plans with 42% feeling the need to relax and recharge and another 40% seeking the peace and quiet of a night in. Bad weather (30%) and not being bothered to get dressed up (26%) are the next most popular reasons to bail.

2016 Australian Communities Forum Recap

Tuesday, October 18, 2016

Last Thursday, McCrindle Research and R2L&Associates were proud to present the Sydney Australian Communities Forum (ACF) at Customs House in Sydney. The ACF featured 15 brilliant speakers and 4 jam-packed sessions.

 

We began the day with tea and coffee on arrival before kicking off our first session, which focused on the research results from the Australian Communities Trends Report into Australia's not-for-profit sector. Before we launched into the findings we received a warm welcome from the honourable Catherine Cusack MLC, Parliamentary secretary to the Premier of NSW, and Professor Kerryn Phelps AM, Deputy Lord Mayor on behalf of our principal event sponsor, the City of Sydney.


SESSION 1 - introduction

Mark McCrindle opened Session 1 with an introduction to Australia's generational landscape and gave a snapshot of the key factors influencing Australian communities and some surprising findings from the just-completed Australian Communities Report. Mark provided an overview of giving in Australia, indicating that 4 in 5 Australians give financially to charities / not-for-profits, and that 1 in 4 give at least once a month.


McCrindle Team Leader of Analytics, Annie Phillips continued to share about the quantitative insights from the research, identifying the top 7 causes Australians support (Children's charities, medical research, animal welfare, disaster response in Australia, disability, homelessness and mental health), the 5 charity essentials and the top communication channels. Annie also provided an explanation of the Net Promotor Score (29) and Net Culture Score (21) for the sector, which were both very high.


Sophie Rention, Research Executive at McCrindle then communicated some of the key qualitative findings from the Australian Communities Trends Report. Sophie highlighted the key blockers (e.g. complex giving process) and enablers (e.g. personal connection) to charitable giving for Australians, as well as the next steps for charities including creating multi-tiered levels of engagement, community building, effective communication of results and fun and engaging experiences. 


We then heard from John Rose, principal at R2L&Associates about what this research means for community organisations and how they can best respond to the findings. In his insights and applications John reminded our delegates that in the midst of changes in the marketplace, trust and relevance is essential. John then presented 5 key issues for charities to keep in mind when engaging with the ever-changing supporter which included aligning, defining, communicating, engaging and leading.

Each of our delegates also received a copy of The Australian Communities Trends Infographic which contains the top line findings from the national study into Australian giving and how charities can engage.

 

SESSION 2 - keynotes

After a networking break over morning tea Eliane Miles, Research Director at McCrindle shared an engaging keynote presentation on Leading teams and managing change in transformative times. In the post linear, post literate and post logical workforce, Eliane reminded us that to engage and inspire our workplaces we need to ensure a culture of contribution, challenge and celebration within our teams. To attract and retain, to lead and inspire, we need to cultivate authenticity. 


Our next keynote, Josh Hawkins emphasised the importance of creativity in social media and marketing campaigns. Josh showed us that creative and fun campaigns are the ones that get cut through. Josh also inspired us to be authentic with our marketing and leadership to under 30's. Through humour, engaging videos and key takeaways, Josh's presentation reminded us that when you "Give someone a task you'll get what you ask for". But when you "Give them a vision you'll get more than you could ever ask for". 


Our final keynote speaker before lunch was Ivan Motley, found of .id The Population Experts. Specialising in using data to inform decisions and shape the future, Ivan and his team talked us through how analytics can shape the quality of education, housing, health, the environment and education. Using some practical case studies, the id. team showed us why we should be using local data to understand our communities, and how information and data can help transform communities.


SESSION 3 - streams

Stream 1: Understanding Australian Communities

In this stream Geoff Brailey, Research Executive at McCrindle began by giving an overview of the next generation of volunteers and donors, and tips on how to engage and motivate them. This was followed by Nic Bolto who encouraged us to do the hard work as leaders and how to effectively implement insights in organisations. Our last stream speaker for this session was James Ward, a Director at NBRS Architecture who showed us, through a case study, how understanding spaces and building communities can help to improve people's lives.

Stream 2: Engaging Australian Communities

In Stream 2, McCrindle Team Leader of Communications Ashley McKenzie began this session by giving practical tips and insights on how to communicate complex data in message saturated times. Following on was Salvation Army officer Bryce Davies who shared how The Salvation Army build community in areas of social challenge by creating communities focused on respect, encouragement and belonging. Our final stream 2 speaker Greg Low, co-founder of R2L&Associates gave us five essentials to make your next marketing or fundraising campaign thrive.


SESSION 4

Following afternoon tea and some great networking, we gathered back together to hear from our last two speakers, Caitlin Barrett from Love Mercy and Andy Gourley from Red Frogs. 


Caitlin Barrett, CEO of the Love Mercy Foundation kicked off our afternoon session by telling us the engaging story of how Love Mercy was founded after Australian Olympian met Ugandan Olympian and former child soldier Julius Achon. After sharing the vision and mission of Love Mercy, Caitlin shared how they engage the community through telling personal stories, the importance of finding the right audience for the right story and telling the right details to provide an experience.  


Our last speaker for the day was Andy Gourley, founder and director of Red Frogs Australia. After having founded Red Frogs in 1997, Red Frogs is now the largest support network in Australia for Schoolies, festivals and universities. Through the use of engaging stories and hard-hitting realities, Andy effectively communicated how Red Frogs was founded and the crucial role they play in safeguarding vulnerable young people at events like Schoolies and festivals.  



We would like to thank all of our speakers and delegates for making the 2016 Australian Communities Forum a fantastic event. A big thank you to our sponsors, The City of Sydney, Pro Bono Australia, Hope 103.2 and ConnectingUp as well for your support in making this event happen.

The 2016 Australian Communities Trends Infographic

Thursday, October 06, 2016

The results of our annual longitudinal study, which analyses the effectiveness, engagement and awareness of the Not for Profit sector, will be presented at the one-day Australian Communities Forum in Sydney on October 13.

The Australian Community Trends Report delivers a clear analysis of the social context in which the Not for Profit sector is operating, and shows that Australians are a generous bunch, with four in five Australian givers (80%) giving financially to charitable organisations.

Some of the findings which are presented in the infographic below from the 2016 research, will be shared by Mark McCrindle and John Rose (R2L & Associates) at the Australian Communities Forum.

Motivation for giving

When it comes to motivation to give money to or volunteer with a charitable organisation, children and health are the top causes. Australian charitable givers are most likely to be highly motivated to give money to or volunteer for children’s charities (47%) followed by medical and cancer research organisations (46%) and animal welfare and wildlife support groups (44%). Compared to our 2015 research findings, children’s charities have overtaken health and disaster relief as the highest giving priorities in 2016.

The key decision drivers

The key decision drivers for Australian charitable givers are knowledge and trust of the organisation, which is the most significant influence on Australian givers getting involved with a charitable organisation. Almost seven in 10 Australian givers (68%) indicated that this is extremely or very significant as a motivation for getting involved. Australians are also highly motivated by organisations that make the world a better place for the less fortunate (54%) and also by their own knowledge of a need (52%).

The most important communication channels

The most important communication channels in helping Australian charitable givers to engage with causes, Not for Profit organisations and charitable organisations is through word of mouth by way of friends or family members. This was listed as the most influential channel through which Australian givers hear about and engage with charitable organisations, with 39% of Australian givers considering this to be extremely or very important. This validates the ingrained Aussie “scepticism” and our need to hear information from someone we trust in order to fully trust the information we are receiving. Websites are increasingly seen as reliable sources of information with a third (33%) of Australian givers considering these as extremely or very important to them engaging with a charitable organisation.

The Growing Need for 'Lazy Time' Amongst Aussie Men

Tuesday, August 16, 2016

We know our nation prides itself on our ‘mateship’ culture, however our recent research shows that over three-quarters of modern Aussie men are struggling to find time for their mates.

We were delighted to survey over 500 Australian males (aged 20 to 40 years) to find out how they spend their down time, for this study commissioned by Bundaberg Rum. Our research revealed that whilst nearly all men (97%) agree making time for their mates is essential, the majority (85%) of Aussie males are struggling to find enough time for much needed ‘man time’ with their friends.

Social demographer Mark McCrindle said: "Career driven, family focused and health conscious Aussie men are crowding their lives with commitments. As a result of these pressures and competing priorities, the time available for men to kick back and relax with their mates has begun to erode"

“Trends over the last three to five years highlight that men are losing the battle for the simple pleasures that bring Aussie men together. The study found that one in three (35%) are spending less quality time with their mates than three to five years ago, and revealed Aussie mates are sharing 30% less barbecues and watching 29% less sport.” - Mark McCrindle.

Men aren’t prioritising friendships

According to the report, men aren’t prioritising friendships as much as they should. Mates are pipped by family (77%), work (67%) and health and fitness (64%), with friendship (52%) coming in fourth place on their list of priorities.

Mark McCrindle said that for men, getting the balance right and making time for down time with mates is essential for their ‘social well-being’.

Lazy Time with mates might just be the best thing for Aussie men’s social WELL-BEING

“It’s a truth and permission that hard-working Aussie men might be delighted to hear, but watching sport and enjoying some lazy time with their mates might just be the best thing for their social well-being”

“Importantly, the research shows that men who have regular casual get-togethers with their friends are happier than those who don’t (83% compared to 70%), more productive (79% compared to 73%), and had lower stress levels (66% compared to 73%)." - Mark McCrindle

20 to 25 year-old men are chucking sickies to watch Netflix

In addition, almost one in five men (17%) have pulled a sickie and stayed at home instead of hanging out with their friends. 20 to 25 year-old males are the worst offenders with three in ten males (30%) admitting to it in the last six months.

One in five (19%) admitted to turning down a night with close friends to stay at home and watch Netflix or TV, and one in ten (11%) have turned down a night with their mates to spend time at home on social media instead.

Mark McCrindle said modern Aussie men needed to share more down time together to avoid the risk of becoming disconnected from their friends.

“It’s important that everyone makes time for their friends, but in this era of increased busyness – it means our social lives are becoming increasingly disconnected. Lazy time and casual get-togethers spent with mates are now more important than ever,”- Mark McCrindle.

View the full infographic here

Making Sense of the Census

Friday, August 05, 2016


It comes around once every five years and next Tuesday night, the census will count 10 million dwellings, making it the biggest in history. While the information helps to piece together where we live and what we do, changes to this year’s survey have sparked concerns over privacy. But that isn’t the only change. Faith is now in the spotlight with experts predicting Australia could be losing it’s religion.

How is this year’s census different?

The big change is the number of people expected to fill out the census form online or on a device. Such as this era five years ago, it was available as an e-census but less than one third filled it in that way. This year it is expected that more than two thirds will go for the online version.

How have the questions changed?

The religion question has changed, it used to list all the different religions and denominations and at the very bottom it said ‘no religion’. ‘No religion’ is now going to be the first option because a lot of people are going to select that. Nonetheless, as last time (where 61% chose Christianity in one form or another) it will probably be in the majority, but may fall a little bit.

For the first time the ABS is keeping some personal data, what about privacy?

People do worry about privacy and those names and details being kept for four years, but it’s for further ongoing analysis of where people live or how they move, age or people born in a certain year and further analysis of the data. The ABS or the Census have a pretty good track record of data security and I’ve even looked up the Census Act and there are serious penalties for people who in any way reveal data, so I think we can relax that it will be kept secure.

Are There are going to be new jobs included that weren’t there before?

If we even think of the five years since the last census, jobs like App Developer, Cyber Security Professional or Drone Pilot are new jobs that have emerged. I’m sure we will find a lot more jobs rather than just teacher and nurse in the Census under your occupation this year.

A Snapshot of Education Across Australia

Monday, July 18, 2016

We have been looking at different aspects of life in Australia and we are turning our focus on how each state rates when it comes to education. Are we more educated than we used to be? In 1986 49% of students completed year 12 and these days its fast approaching 90%.

Let’s talk about tertiary education across the generations

We are becoming an even cleverer country as measured by university completion so if we look at the Baby Boomers, 1 in 5 have a university degree, for Generation X, that’s 1 in 4, for Generation Y its 1 in 3 but for today’s school students, about 1 in 2 of them will end up with a university degree in their lifetime.



How does university attendance compare across the states?

If we look at 18 – 24 year olds, who are full time students, we have the ACT and Victoria leading the charge there and the other states not too far behind, while the Northern Territory is a fair way behind.




When looking at school performance, which state is performing the best as they hit year 7?

The NAPLAN results allows us to compare across Australia. If you look at the percentage of students in year 7 who are above the national minimum standard, again good results across the board. ACT and Victoria again leading Australia as far as the proportion of students above the standards. The other states are close behind, again with the Northern Territory a bit off the pace.


Having an education usually means a lower risk of unemployment, how did the states rate?

Pretty good, Australia as a whole is going very well, with 5.7% unemployment, that’s well below a lot of comparable nations. It has gone down this year, not up and if you look at the states that are doing better than that with a lower unemployment rate, the Northern Territory and ACT are performing best however some other states particularly South Australia and Tasmania are a bit behind.


Watch Mark McCrindle's full interview on The Daily Edition here


The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


A GLOBAL NATION WITH A PASSION FOR LOCAL

As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


AUSTRALIA’S SEASONAL PERSONALITIES

Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?

THE HEALTH REVOLUTION

Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


VALUE SWAG: A NATION OF CREATIVE SAVERS

Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.


This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

How effective Demographic Analysis can transform your business

Thursday, June 30, 2016

Numbers and people have long been two of the most important aspects of an organisation. Demographics is the merging of these two fundamentals and has a direct impact on the ability of organisations to effectively engage their clients and staff.


Why Demographic Analysis?

Demographic analysis gives insight into the age, sex and geographic composition of a population. There are many other characteristics of a population that can also be explored such as household income, employment status and educational background. Whilst it may be seemingly broad in scope, it is an essential first step to understanding your clients and staff.

Are your clientele predominantly Generation Y or are they Baby Boomers, are they in the higher income brackets or of lower socio economics? Asking these questions allows you to delve deeper into how to tailor your offering to your target market. Demographic shifts in society directly impact upon an organisation’s ability to shape their marketing, products and services to best suit their clients. Densification, mobility, purchasing behaviours, technology use, media consumption – these are all key measures which demographic and market analysis will help you understand.

In a constantly changing society, demographic analysis provides insight and visibility into the otherwise unseeable influences on our organisations and businesses.


Some McCrindle examples:


  

About McCrindle RESEARCH SERVICES

At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate and to assist them in identifying and responding to the key trends.


For us research is not a list of survey methods but a passion to find answers. It is more than a matter of questionnaires and focus groups – it is a quest to make the unknown known. The best research clarifies the complex and reveals insights in a way that can be seen and not just read.


Only when the findings are visually displayed, engagingly presented and strategically workshopped can they have maximum impact – and be implemented effectively.

McCrindle in the Media

Wednesday, February 10, 2016

As Australia’s leading social researchers, the senior research team at McCrindle are actively involved in media commentary. From demographic analysis and future forecasts, to communication of key research findings and the identification of social trends, at McCrindle we are passionate about communicating insights in clear, accessible and useable ways.

Here are some of the most recent media pieces our research and team have been cited in:


Millenials found to be far more likely to quit work than other generations

“Millenials are a multi-career generation, moving from one job to another and from one job to further study or an overseas job. Mobility defines them,” he said.
“They’re a more educated cohort, they’re more tech-resourced. Even when they’re happy in a job they’re passive job hunters because they’re so well networked. People are approaching them on LinkedIn and they want to be future proofed.”
“They are looking for belonging and leading and shaping things. They want to be successful so if employers are empowering and involving them they will stay longer. A pay increase is a short-term fix but in the long term it’s all about engagement.”
CLICK HERE TO READ THE ARTICLE


Buyers Swap 'Traditional Aussie Dream' For High Density Apartments

McCrinde Research social demographer Mark McCrindle concedes many foreign buyers are getting into the market, but said the lift in demand was also due to more Australian singles, couples and families opting for apartments.

Australia's booming population was underpinning the shift, he said, by pushing up demand for property of which apartments were an affordable type. "In less than 2 weeks we hit the 24 million mark and that's an increase of a million people in just around three years, so it's pretty significant growth," he told The Huffington Post Australia.


Inside Sydney’s homes of the future: A city of cities as homes get smaller and taller

McCrinde Research social demographer Mark McCrindle says Sydney's residential landscape will be forced to change to cope with the population growth, with multi-use residential developments the way of the future and a move away from CBD workplaces.

“We’re essentially going to be a city of cities, with not everyone working in the CBD,” Mark explains. “People will work in the suburbs, in business parks, and we will have second, third and fourth CBD areas where you work, live and play all within the locale.”




Why money is a big issue for Australian retirees in 2016

Social researcher Mark McCrindle said financial instability was an enemy of retirees. After the GFC a lot of people had to change their retirement plans and expectations because so much was wiped off,” he said.

Falling house prices in several states were adding uncertainty to retirees looking to downsize, Mr McCrindle said, while there were social impacts caused by children failing to leave the nest. “Retirees can’t quite make their own independent decisions because they still have adult children living at home.”

CLICK HERE TO READ THE ARTICLE



According to Optus’ Renter of the Future report out today, three out of ten renting households consider themselves as “choice renters” who are not buying into the great Australian property dream. And when it comes to choice renters, they are three times more likely to be tech savvy.
The report, which was conducted by McCrindle Research shows that 2016 will see a new generation of tech-savvy renters who favour a lifestyle fuelled by freedom, flexibility and choice.
“We wanted to understand the renter and find out who they are. Demographically they’re got punch, geographically they’re got punch and as we’ve found from this technologically they’re amongst the earliest adopters,” said Mark McCrindle, social demographer.




Today's trends are coming at us faster than ever and have a life cycle that is shorter than we've ever seen before. Trends are increasingly global -- and with that, they're bigger, better, and faster.

From a generation who can track, monitor, record and analyse their every moment, to work that is increasingly being done in non-traditional places, here are some trends to watch in 2016.


CLICK HERE TO READ THE ARTICLE

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