Sydney's Rising Star Suburbs

Monday, January 04, 2016

Analysis of the Urban Living Index shows the
top 3 growth areas to watch


The Urban Living Index rates each of Sydney’s suburbs based on five key liveability factors: Community, Employability, Amenity, Accessibility and importantly, Affordability.

While some of Sydney’s most glamorous suburbs such as Bondi, Neutral Bay and Manly did very well on the first four measures, they did not do well in the affordability category. The cost of living and the cost of housing are currently red-hot issues for Sydney siders and so affordability is in many ways the priority issue with the other lifestyle measures remaining purely theoretical for those priced out of an area.

The majority of Sydneysiders (51%) believe that their area will be even less affordable in three years’ time than it is today- which is almost five times as many as those who believe their area will become more affordable. And most strikingly, almost 9 in 10 Sydney residents (88%) state that housing affordability will be a massive or significant challenge for the next generation.

With this in mind, we have analysed the Urban Living Index data of all Sydney suburbs to find the areas that have excellent affordability- but also rate very well on the other lifestyle measures.

While there are 25 suburbs that score 15 or above (out of 20) for affordability, there are three areas in this list that have great results in the other liveability categories as well.

1st Lalor Park

Lalor Park and the adjoining Kings Langley toped our hot spotting list. The affordability score (15) was excellent, and these suburbs have an amenity score (a measure of the number of shops, restaurants, arts and recreation facilities and educational options in the suburb) which was very good. In fact these suburbs scored higher on the local amenity provisions than suburbs including Newport, Wahroonga and Frenchs Forest. Similarly Lalor Park and Kings Langley scored well on accessibility (a measure that looks at public transport, employment access and walkability of an area) and above beach and harbour side suburbs like Avalon and Rose Bay.

While the overall score for Lalor Park-Kings Langley is in the “Very Good” category, its excellent affordability ranking makes it a suburb likely to boom.

2nd Menai

Menai and the adjoining suburbs of Lucas Heights and Woronora are the next suburbs set to take off based on this analysis. Relative to other Sydney suburbs, the affordability is in the excellent category and this is matched by the employability category. So the combination of good employment numbers, a significant local economy and access to housing more affordable than much of Sydney, this area in Sydney’s south is a clear hotspot.

3rd Blaxland

The third most rated area from this affordability and liveability analysis is Blaxland at the foot of the Blue Mountains and the adjoining suburbs of Warrimoo and Lapstone. Just 8 minutes from the M4 motorway, and less than 10 minutes from the Western Sydney suburbs of Penrith and Emu Plains, this area has become part of Sydney’s greater west yet the affordability, along with the community and amenity scores lift it above many areas in the outer western Sydney ring.

As the urban living index data shows, liveability depends on more than just water views and beach access- the practical factors of educational options, employment access, public transport and other built amenity and of course affordability all make an area desirable and facilitate lifestyle. That is why each of these areas have rated on the Index above the well-heeled suburbs of Palm Beach, Belrose and Vaucluse and it is why they stand out as rising stars.


This research we conducted for Urban Taskforce Australia is an example of robust research generating significant media activity and reader interest. This particular piece was summarised in the Sydney Morning Herald here, and as you can see from the image below was in the top 5 most read columns on the day in the Sydney Morning Herald, the Melbourne Age and the Brisbane Times.

For more information

The Urban Living Index was developed by McCrindle for Urban Taskforce Australia. More information and interactive maps are available at www.urbanlivingindex.com

Australia and the First Australians

Monday, September 28, 2015

Currently there are more than 720,000 indigenous Australians – around 3% of the total population. The indigenous population is increasing at 2.3% per annum- significantly faster than national population growth of around 1.4%. By 2026 the number of indigenous Australians will be almost 940,000 and in 2030 the number will exceed 1,000,000.

The proportion of the population that is indigenous varies significantly from less than 1% in some areas of the larger cities, to more than 70% in the Northern Territory- in Arnhem Land.

The largest proportion of Australia’s indigenous population lives in NSW (31%) followed by Queensland (28%) and then Western Australia (13%). While the Northern Territory has a higher proportion of indigenous people than any other state or territory, it is home to just 10% of the total indigenous population.

Based on the faster growth trends of the Queensland indigenous population (2.5%) compared to that of NSW (2.1%), by 2037, the state with the largest indigenous population will be Queensland (356,000). While all states and territories are experiencing natural increase of indigenous Australians through births, NSW is experiencing an annual net loss of more than 500 indigenous persons per year to other states while Queensland is experiencing an interstate net gain of around 300. Additionally the remote and very remote areas of Australia are losing almost 900 indigenous Australians each year as they move to the larger regional areas (600 person gain) and major cities (300 person gain).

For an in-depth visual look at Australia’s indigenous population simply click on this interactive map, zoom in to look at specific regions across Australia, or hover over an area to read the data.

About McCrindle Research Services

Utilising the right tools and methods and analysing the data is just half of the research process. Because the goal is implementation, the findings need the skills of visualisation and communication. As researchers we understand the methods, but we’re also designers and communicators so we know how to present the findings in ways that will best engage.

Geomapping is a new tool we have and we will be releasing more information and blog pieces on this exciting new output.

Let us know via social media if you have any topics you would like to be geomapped!

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The Future of Sydney Report

Tuesday, September 08, 2015

Sydney is changing. It is growing, densifying and expanding. This McCrindle Research study surveyed 1,007 Sydneysiders in August of 2015 on their attitudes and sentiments towards the future of Sydney with regards to current population size and growth, infrastructure, planning, the house price boom and challenges moving forward.

Demographic Snapshot

Sydney is Australia’s largest city, and home to more than 1 in 5 Australians. More people live in Sydney than in the whole country of New Zealand, and its population is larger than the whole of Australia was a century ago. In addition to being Australia’s largest city, it is also the most culturally diverse with 2 in 5 Sydneysiders born overseas. While European settlement of Australia began in Sydney, the city now has connections closer to the region with 6 of the top 10 countries of birth of Sydneysiders born overseas being located in Asia.

63% of the current New South Wales population is living in Sydney, compared to 48% of Queensland’s population that lives in Brisbane. Western Sydney is growing faster than the rest of Sydney currently, and the total population of the areas that comprise greater western Sydney (2.3 million) is larger than the nations of Fiji, Luxemburg, Iceland, Vanuatu, Samoa, Tonga, Greenland, Lichtenstein and Nauru combined! By 2030, the population of Greater Western Sydney will be larger than the rest of Sydney, at almost 3 million.

Sydney’s Size

Sydney is Australia’s largest city and was the first to hit 2 million, which it reached in 1959, followed by Melbourne in 1975, Brisbane in 2008 and Perth in 2014.

Based on current growth trends, Sydney will reach a population of 8 million in 2055, the same year that Australia’s 5th largest city Adelaide reaches a population of 2 million. In fact Sydney adds 1,400 people every 6 days which is more than the entire state of Tasmania adds in a year.

While Sydney will hit the 5 million milestone in the next year and 8 million in 2025, more than a third of Sydneysiders (37%) currently think that Sydney’s population is 3 million or less. Only one third of Sydneysiders (35%) correctly identify Sydney’s population as being close to 5 million.

Sydney’s Infrastructure

More than 4 in 5 Sydneysiders believe that the public transport, roads, hospitals and infrastructure is not keeping up with the population growth, with almost half (47%) saying it is nowhere near keeping up. Just 1 in 5 (18%) say that the infrastructure development is keeping up with the population growth.

Sydney’s House Price Boom

While Sydneysiders experience higher wages than the Australian average, the wage growth has not been keeping up with the house price growth. Four decades ago the average Sydney house price was 5 times the average annual full time earnings. Two decades later, house prices had outstripped earnings to be 6 times annual wages. Such has been the house price boom that today the average Sydney house price is more than 13 times the average annual full time earnings of $77,000.

Sydneysiders don’t believe the current house price growth is being driven by first home buyers or owner occupiers, but rather by investors. 2 in 5 (41%) Sydneysiders say that Australian property investors are driving the current house price boom, while 81% say that it is overseas property investors that are key to the price increases.

Sydney’s Challenges

Clearly Sydney is an expensive place to live, and when Sydneysiders were asked what the greatest challenges of Sydney are, the top 2 responses were the cost of living (73%) and the cost of housing (59%). The third biggest challenge is the traffic and commute times (52%) followed by job / employment challenges (29%) and the pace and stress of life (29%).

These challenges for Sydneysiders are such that more than two thirds of local residents (66%) have considered moving out Sydney, with a quarter of all Sydneysiders (23%) saying they have seriously considered it.

The latest demographic data from the Australian Bureau of Statistics quantifies this by showing that Melbourne is now Australia’s fastest growing city, exceeding Sydney’s growth by more than 10,000 people per annum, and while Victoria and Queensland have consistently been experiencing net interstate migration gains for the last decades, New South Wales has over the same period been losing more people to other states than it has been gaining from other states.

Of the Eastern States, Victoria had a net interstate gain of 9,336 last year, Queensland’s gain was 5,598, while New South Wales over the same period had a net loss of 5,572.

From Sea Change and Tree Change to City Change

When Sydneysiders are considering exiting Sydney, a quarter of them are looking at a sea change or tree change within New South Wales, with another 1 in 20 (5%) considering moving to a rural or regional area interstate. However, more than half of all the would-be leavers (53%) are happy with city living, just not the Sydney life and are looking for another city interstate (32%) or in New South Wales (21%).

Sydney’s Sentiment

Sydney residents are not convinced about the direction in which their lifestyle is headed. Less than 1 in 5 (16%) say that Sydney is better than it was 5 years ago and will be even better in 5 years’ time. Overall, Sydney residents are pessimistic about the current realities and future forecasts. Almost two thirds (64%) say that Sydney is worse than it as 5 year ago, with an even larger percentage (66%) believing that it will be worse in 5 years’ time. In fact half of all Sydneysiders (50%) say that Sydney is worse than 5 years ago and will be even worse in 5 years’ time.


RESEARCH IN THE MEDIA

Watch Mark McCrindle on Channel 7 News speak about the research:

Hornsby Shire; A shire of opportunity

Thursday, August 06, 2015

The social, generational, economic and demographic trends impacting Hornsby Shire are creating not only new challenges but great opportunities. Unprecedented change can sometimes lead to change fatigue where the response can be to become worried about change, or equally it can lead to change apathy which can create an indifference to change. However by understanding the emerging trends, we can be more prepared for the changes and so rather than becoming defensive or blasé we can respond to the shifts, influence the trends and shape the future.

Hornsby Shire Council: A Shire of Opportunity, outlines ten of the top trends that are redefining the Hornsby LGA and shaping the future of this community. We have been pleased to assist Hornsby Shire Council in conducting this analysis and the trends shaping the region.

The top 10 trends for Hornsby Shire are:

  1. Growing population, increasing densification
  2. Ageing population, transitioning generations
  3. Educational attainment, professional employment
  4. Entrepreneurship for small and home-based businesses
  5. Property ownership and investment growth
  6. Stable workforce, lower unemployment
  7. Mobile lifestyle enabled though public transport and cars
  8. A home for families and the next generations
  9. A place of cultural and language diversity
  10. The lifestyle shire

To view the full, visual report, please click here

If you’d like to learn more about our demographic analysis and trends research, please contact our office today or see our research pack for more details.

For more Sydney-based demographic analysis, see the latest coverage on Channel 7’s Changing Face of Sydney.

The Winter Blues [in the media]

Wednesday, August 05, 2015

A recent McCrindle Research study shows that more than a third of all Australians suffer from the Winter Blues. Social analyst Mark McCrindle features on the Daily Edition to show how the chilly weather really affects us and how we can beat the blues.

Aussie's in Winter are:

  • 55% more likely to oversleep
  • 47% tendency to overeat
  • 42% reduced social life
  • 26% increased pessimism

How to beat the Winter blues:

  • Keep social
  • Stay healthy
  • Plan things to look forward to

Scouts Australia Project in Review

Tuesday, June 09, 2015

Organisations must respond to the times to remain relevant amidst significant demographic shifts, cultural change, and generational transitions.

Scouts Australia is the nation’s largest youth organisation with a membership of 52,000 youth members. The not-for-profit recently commissioned McCrindle to guide the direction of a major Youth Program Review (YPR) through a three-phase project, helping Scouts to engage with the needs and desires of Australian families, their perceptions of Scouting, and what families are looking for in a contemporary youth organisation.

Engaging Stakeholders for Strategic Organisational Change

RESEARCH AIMS

Through conducting nation-wide research, Scouts Australia sought to determine future directions and develop a detailed understanding of the wider community to:

  • Ensure the values of Scouts Australia engage with those of 21st Century Australia
  • Create a program that meets the needs of their appropriate youth target market

RESEARCH TOOLS

As part of the research, a number of methodologies and tools were utilised:

  • Awareness and Perception Brand Testing: Testing the perceptions, attitudes, awareness of Australians and Scouting families towards Scouting.
  • Competitor Analysis: Defining how the Scouts Australia brand is perceived in comparison to other Australian youth development, extracurricular, and sport organisations.
  • Segmentation Analysis: Comparing Scouts families with Australian families nationally and differences in their values for Australian youth.
  • Demographic Forecasting & Trends Analysis: Understanding the factors that shape and influence Generation Z from a demographic and social trends perspective.


RESEARCH OUTPUTS

Phase 1 provided qualitative insights through a series of focus groups with current and former Scouts members and Scouting parents, testing Scouting’s current landscape and the changes needed in the program, thus setting the foundation for the Phase 2 and Phase 3 research.

Phase 2 sought to define the needs and desires of Australian families for a national youth program through a comprehensive national study of 1,078 Australian parents with children aged 6 to 18, asking parents about their values and what a youth program should look like for a 21st century Australia. These results were compared to the perspectives of 1,858 Scouts parents.

Phase 3 featured a demographic and social trends scoping study on Generation Z and Generation Alpha incorporating McCrindle data, Australian Bureau of Statistics data, and trend analysis from McCrindle’s generational experts.

The McCrindle team visualised and presented the results of all three phases at national and state executive meetings throughout 2014 to engage key stakeholders with the strategic changes required to shape the new Scouts program.

RESEARCH IMPACT

The Scouts Australia YPR team is using the research as a key engagement piece with Scouts members and their families. The results have led to significant discussions among members and decision-makers on what it could look like to provide a highly sought after youth program for 21st century Gen Zs.

“One chief commissioner suggested this is the best research we have ever completed. Your work has assisted in giving credibility to the YPR and strengthening the belief of others for the need to have the YPR.” – Scouts


SECTOR-WIDE NOT-FOR-PROFIT STUDY

In 2015, McCrindle is conducting a sector-wides study for Australian not-for-profit organisations and charities entitled the Australian Community Trends Report. Organisations are invited to participate and sign up by 30 June, 2015.

MCCRINDLE RESEARCH SOLUTIONS

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. See our Research Pack for more information on our services.

The Royal Influence on Baby Names

Tuesday, May 05, 2015

The original category of celebrities – the royals – have not only captured the loyalty and affections of modern Australians but continue to significantly influence their choice in baby names.

Prince William’s popularity first placed William in the Top 10 in 2001 and the name’s popularity has grown significantly since then. In 2011, the year of the royal wedding, William became the most popular boy’s name Australia-wide and maintained this position until 2012 when Oliver took the top spot. While William is the 2nd most popular name overall, it is still the most popular boy’s name in the ACT, and the NT.

Princess Charlotte Elizabeth Diana; A Royal Influence

The birth of the Royal Princess in May (Charlotte Elizabeth Diana) will also contribute to the royal baby name trend. Like George’s rank, which increased from 71st in 2012 to 42nd in 2014, we are likely to see a resurgence of the name Charlotte, and see her regain first position in 2016. Because Olivia had only 123 more occurrences than Charlotte, it is likely that Charlotte will achieve the top spot next year, and maintain that top spot for a few years to come.

While Elizabeth is ranked 53rd on the Top 100 list, we can also expect that name to rise in prevalence. And Eliza (currently ranked 81st) may also see a rise due to the influence of the Royal Princess. Diana, a name which peaked in the 1940s and again in the 60’s is also due for a resurgence, and with the influence of the Royal Princess is likely to achieve it as well as an increase in rank in the years to come.

Prince George Alexander Louis; A Royal Influence

The birth of Prince George (George Alexander Louis) in July 2013 has positively impacted the use of George by Australian parents, increasing George’s rank from 71st in 2012 to 60th in 2013 and 42nd in 2014 – its highest ranking since the 1950s. Alexander’s popularity has also been impacted with an increase in rank from 15th to 9th in 2014.

Despite having only influenced parents for a period of less than 18 months to the end of the 2014 calendar year, the number of baby boys named George has dramatically increased, from 364 in 2012 to 640 in 2014.

Click here for the full Baby Names 2015 Report


The Intergenerational Report

Monday, March 30, 2015

Earlier this month the Australian Government's Intergenerational Report was released, ‘outlining and assessing the long-term sustainability of current Government policies and how changes to Australia’s population size and age profile may impact on economic growth, workforce and public finances over the next 40 years’. (Aust Gov).

Social researchers and demographers Mark McCrindle and Claire Madden have given thought, analysis and media commentary on the report’s content, as well as implications this has for Australia moving forward.

Mark McCrindle on the Intergenerational report

Claire Madden on the Intergenerational report


1. Is increased immigration the answer to work participation shortages?

Currently, three fifths of our population increase is through migration with only two fifths from natural increase, so it’s already pretty high by historic levels. Also, migration doesn’t necessarily reduce the average age, since it is 37 for both an Australian and similarly a migrant coming in. So while increased migration meets the immediate workforce need, it will also add to the ageing population. Certainly it has been critical to Australia’s growth and will remain important into the future however it is just one part of the solution. The Intergenerational Report addresses the three P’s – population, productivity and participation. Participation refers to how the workforce can allow people to work later in life, as well as how workforce options and flexibility can build the participation of more young people and women. So apart from population factors, participation and productivity hold the key to future economic prosperity.

2. What jobs will help and pop up over time?

With the decline of manufacturing and the whole industrial base in Australia, there has always been talk of Australia moving to this knowledge economy and service jobs. I think from an older Australian perspective, if we do want to work through our 60s and 70s it is going to have to be in more technology-type roles rather than manual roles. But that’s part of the problem of the third P – productivity – we must ensure that we add the jobs to accommodate this and jobs that older people, students and others want to take up.

3. What does this mean for our cities?

Australia’s capital cities make up a significant proportion of Australia’s population. Because we are adding more than a million people every three years, we need to accommodate and plan for that – the infrastructure has to be there. People are not moving further and further out they are moving into the infill, into vertical communities. Infrastructure investment is critical to maintain the quality of life that Australians have come to expect.

4. Are intergenerational households set to increase?

Due to the increase in the cost of housing, we are going to see intergenerational households increase. Young people who can’t afford the $900,000 median house price in Sydney will be staying at home longer, as well as older Australians that don’t want to move into supported aged care, who will move back in with their families. So we are going to see a lot of change in household structures – where we are living and how we are living.

5. Will 2055 present a better experience of living in Sydney than today?

If you look at Sydney now it’s as good as it’s ever been. In fact the lifestyle is such that people are moving into the inner suburbs and we are seeing the renewal of areas that just a decade ago were not desirable. So I think we can find solutions. As this report says we do have to work, not harder – people don’t want to work longer or harder – but smarter. We’ve got to find some innovation skills and technology skills to solve the 21st century problems.

6. What challenges do Gen Y face in the wake of Australia’s Ageing Population?

It is certainly a challenge with the ageing population, the impact on government budgets, meeting the growing service demands, workforce shortages, leadership succession, wealth transfer and generational change. Keep in mind that the ageing of our population is a good news story. We are living longer, active later and able to work and contribute far more than any previous generation. But expectations will have to be managed. We have found in our research that some in Gen Y have a lifestyle expectation that they will be able to start their economic life in the manner which they have seen their parents finish theirs but such growth and gains are not always possible and should not be expected.

7. How does Gen Y’s situation differ from that of Gen X and the Baby Boomer generation?

The Baby Boomers certainly benefited from the post war boom, an increase in house worth and have had four decades of an economic boom. They’ve had stable economy and rising incomes over that time. And while we are at a point where the earnings have increased over the last couple of decades, wages have not kept up with the pace of house prices. So four decades ago the average earnings were $7600 in a year, while today it is around $72,000 so quite an increase, almost tenfold. But over that same period of time houses have increased by thirtyfold.

8. Considering the difficulty for Gen Y to become first home buyers, will we see a big preference shift among young Australians with regards to buying their first home?

The desire to buy a home is deep in the Aussie psyche, it’s the Aussie dream to have a place of your own but not necessarily a detached house with a backyard and a shed and a hills hoist. The Baby Boomers could pick up an average house in Sydney for $28,000 a couple of decades ago – now the average Sydney house price is over $850,000 so that is a dramatic change. Apart from the affordability challenge of such a home, there are changing lifestyles as well with new generations seeking not just a suburban life but an urban one, closer to public transport and more walkable communities. We are witnessing in Australia right now massive generational transitions.

Sydney Vs Melbourne Rivalry [infographic]

Sunday, December 07, 2014

Sunday 7 December, 2014 – Melbourne has been named the world’s most liveable city for the fourth year in a row, but what is it about this city that make’s living there so wonderful, and how does Sydney, which ranked 7th on the same list, compare?

Off the back of the rivalry that exists between these two cities, McCrindle Research decided to gather, analyse, compare and present the most significant data of Sydney and Melbourne in a visualised infographic to show how these global cities measure up.

Sydney Vs Melbourne Infographic

Sydney is larger, but Melbourne is growing faster

While Sydney is larger, with a population of 4,879,000 Melbourne is growing at a rate that is 18% faster, meaning it will be Australia’s largest city by 2050.

“While people tend to think that Sydney is by far Australia’s largest city, its population is only 9% larger than that of Melbourne and the gap is closing. Melbourne added 70,000 more people than Sydney did over the last 5 years and based on the current growth trends, soon after mid-century, Melbourne will be Australia’s largest city”, said Mark McCrindle.

Sydney - home to more international guests

Sydney is more culturally diverse than Melbourne – less Sydneysiders (58.1%) were born in Australia than Melbournites (62.6%). Ancestry also comes into play here, with slightly less Sydneysiders being of Australian ancestry than those living in Melbourne.

Tourism is also more popular in the city of Sydney, with 12,753,000 international arrivals last year, that’s almost twice as many as recorded to have visited Melbourne (7,000,000).

Iconic landmarks and transport

While driving is the most popular commute option for both cities, more Melbournites drive to work than Sydneysiders – an extra 105 025 to be exact. Comparatively, more Sydneysiders walk to work than their fellow Melbournites.

Cycling is more common amongst those living in Melbourne, with 18% less Sydneysiders using this form of transport in their commute to work.

The harbour is a huge feature of Sydney – home to the Sydney Opera House and facilitating the harbour Bridge as well as ferry transportation in and out of the city, it is iconic both visually and practically.

While Sydney’s iconic landmark and mode of transport are facilitated by water, Melbourne’s are firmly set on the ground and have a much older history. Flinders Street Station opened in 1854, 119 years before the Sydney Opera House. On census day, 72,862 Melbournites caught a tram to work, becoming Melbourne’s second most popular commute option (with driving a car being the first).

The weather debate

Perhaps one of the most contentious issues around the Sydney vs. Melbourne debate is the weather. Despite varying temperatures and public perception that Melbourne is worse for the weather, Sydney is the city that receives more rainfall – a total of 1223 mm on average while Melbourne receives less than half of that (603 mm).

However, it seems the perceptions aren’t entirely false as Sydney has hotter temperatures, less cloudy days and a greater number of clear days on average than Melbourne.

Melbourne - home to more passionate sporting fans

It would seem that Melbournites are more involved with their sport, considering Melbourne has larger stadiums and more passionate club members! While Sydney’s largest club is the Sydney Swans with just over 40,000 members, Melbourne’s Collingwood club has double that number of memberships (80,793).

Melbourne and Sydney also play different sports, with 9 Melbourne AFL teams compared to Sydney’s 2, and 9 Sydney NRL teams compared to the one Melbourne Storm team.

Sydney home to ‘the best Olympic games ever’

Melbourne hosted Australia’s first Olympics in 1956, however Sydney’s was dubbed ‘the best Olympic games ever!’ The 2000 Summer Olympics in Sydney also gained 23 more medal placing’s than Melbourne’s Summer Olympics, held 44 years before.

Sydney more expensive than Melbourne

While Sydneysiders earn more on average than Melbournites, they also pay 37% more for their houses, with the average house price in Sydney costed at $843,994 compared to just $615,068 in Melbourne.

While the debate for who makes the best coffee is strong between the cities, Melbournites are paying an extra 9 cents per cup than the average Sydney-sider.

The verdict

“Few nations have two cities which dominate the national demographic and economic landscape as Australia has in Sydney and Melbourne. 1 in 5 Australians live in Sydney and another 1 in 5 call Melbourne home. There are as many Australians who live in the two cities of Sydney and Melbourne as there are people in the whole of the states of Queensland, Western Australia, South Australia and the Northern Territory combined”, states social demographer Mark McCrindle.

But regardless of the rivalry, one thing we can all agree on is that both Sydney and Melbourne are global cities, with a rich history, diversity, opportunity and amenity of which all Australians can be proud.

McCrindle in Melbourne

From our base in Sydney, McCrindle has worked with clients from across Australia and the world. Knowing the constantly changing nature of society today we are always looking for ways to increase our capacity to provide innovative social research solutions to our clients, spanning a multitude of sectors and locations.

With that in mind, we at McCrindle are excited to have extended our offering to our clients by establishing an office in Melbourne.


Sydney Vs Melbourne Infographic

INFOGRAPHIC AND MEDIA CONTACT

Please see the infographic for a visual representation of the data.

For further information, interviews, or images, please contact the McCrindle Research office at 02 8824 3422 or ashley@mccrindle.com.au.

Sources: Australian Bureau of Statistics, Bureau of Meteorology, McCrindle Research


Christmas 2014: Traditional Values and Tight Pockets

Tuesday, November 25, 2014

In the lead up to Christmas, McCrindle Research surveyed 1,024 Australians to discover their views on the religious traditions of the season and their spending intentions for Christmas 2014.

9 in 10 Australian’s think religious traditions of Christmas should be encouraged

From angels and stars featuring on Christmas trees to nativity scenes filling shopping centres and thousands attending Carolling events across the country, it’s hard to ignore the religious traditions and symbols that characterise the Christmas season.

However it would appear that, not only do Aussie’s tolerate these religious traditions, 9 in 10 (92%) think they should be encouraged to have a public presence.


This follows a 2013 study conducted by McCrindle in which almost 8 in 10 (79%) said that Christmas was ‘becoming too commercial and all about getting stuff,’ with the same percentage stating that Christmas has lost some of its Christian meaning. 1 in 2 (49%) indicated they were unhappy about the loss of the Christian meaning associated with this holiday, further reiterated in this year’s research.

2 in 5 (41%) Australians also acknowledge that while we live in a culturally and religiously diverse nation, Christmas and its traditional and religious symbols can be shared by all and so should be encouraged.

Aussie families will seek to save again this Christmas

With the cost of living at a higher rate than ever before, Aussie families will be looking to save money where possible again this Christmas, with twice as many intending to spend less (22%) than more (11%). However, in a sign of slowly returning consumer confidence, two thirds (66%) of Australians plan to spend about the same that they did last year (a figure significantly up from 49% who reported the same thing a year ago).

While Australians still plan on saving, the financial burdens seem to have eased since last year when over a third (33%) planned on spending less, compared to 1 in 5 (22%) that will do the same this Christmas. While this rate peaked last year at 33% Australian’s are now on the recovery path, measured by consumer intention.

Like last year, Gen Y will be the biggest spenders, with 1 in 5 (20%) looking to spend more than they did last year (compared to 12% Gen X, 7% Baby Boomers and just 4% Builders).

How Aussie’s plan to save this Christmas

When asked how Australians plan on saving money this Christmas, the top 10 most featured answers included:

1. Restrict the number of presents for each person

2. Only give presents to children

3. Participate in a Kris Kringle gift-giving exercise

4. Get creative by giving hand-made gifts as presents

5. Avoid unnecessary Christmas purchases

6. Not going overboard with food

7. Do some serious bargain hunting

8. Make the most of Boxing Day sales and buy gifts after Christmas

9. Not travel at Christmas time

10. Host Christmas at someone else’s house


Download the Australian Christmas Attitudes 2014 report. Click here to download the full report.

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