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:



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.

The Optus Renter of the Future Report

Monday, January 11, 2016

We were delighted to have been commissioned by Optus to uncover the attitudes, behaviours and technology trends of Australian renters, to develop the Renter of the Future Report. This national research has been launched in partnership with Optus and their Home Wireless Broadband Internet offering, and revealed some interesting insights into who is renting, what defines their situation and what they are looking for in a rental property.

The report highlights that 3 in 10 renters are 'choice renters'. “There’s this idea that the great Aussie dream is to move into a home that you own and if you haven’t done that then the dream hasn’t come true for you. But with generational change that’s just not true. You’ve got a lot of people who are the choice renters because they prefer the lifestyle. And they themselves might be landlords so financially they’re rocketing ahead." - Mark McCrindle.

30% of Australians rent - that's more than own their own home outright and they are twice as likely to be living in medium and high density housing than the average Australian, are almost years younger, and move much more frequently - on average every 1.8 years.

Renters are also tech-savvy, the study showed. “Renters comprise nearly a third of Australian households. For the modern Aussie renter technology underpins and has become completely fused with their lifestyle. This group is among the first to jump onto new technologies, keeping abreast of the latest trends and, where possible, the latest devices. Accessing the internet quickly from their new rental property is a must for them." - Mark McCrindle.

Highlighting the lifestyle aspects that Australians renters seek, the top 3 best things they like about renting are:

  1. The ability to change locations easily (38%)
  2. Easier to upsize or downsize as needed (24%)
  3. Flexibility to travel for extended periods of time (18%)

When asked to list their top five lifestyle features in a home, Aussies revealed what is most important to them in a rental property:

  1. Parking (38%)
  2. Pet-friendly (32%)
  3. Cable internet (31%)
  4. A strong mobile signal (25%)
  5. Number of power points in a room (22%)

Find out more about the findings of the study in the below infographic:

This research in the media

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


sydney property market rising house prices earn budget Australian Dream Willowdale curiosity trends analyst relational technology school satisfaction schools students manly story brisbane Northern Beaches Christian School dare to dream optus Performance Sentiment Index Valentine’s Day forecast research services royal ACF17 monarchy student tuesday personal growth the lucky country 2014 millionth Gen Z Expert research data Australian Bureau of Statistics socialites townhouses crows nest speakers Generation Y goal learning styles "know the times" Cobbitty-Leppington motivate the hills shire home staff ACT quote educated micro apartments Financial Planning Association social lives investor responsive English social media communications demography financial dreams Wellington future proof thought leadership parenting eliane wedding Love REIV Conference McCrindle Speaker social commentator charities business performance REIV National Conference business index easy rider young people conference speaker coffee lovers GPO presentation January 26th property price careers New South Wales work from home unaffordable omnibus baby name research visualisation 2016 census results norwest Jura Coffee event care support proactive cold millenials HSC screenagers property development TAS faux-ciliser not-for-profit 2017 rule keeper cost of living australian social research thrive JOMO affordability Australian Home cultural diveristy transport office economic woolworths communicate states survey design Christchurch research on coffee investment Andrew Duffin Australians training buildings Financial Planning Week earning SMSF not for profit trends of 2016 Australian Trends Kiwi the average aussie dreaming Mount Annan-Currant Hill culturally diverse 10 years wealth and income distribution video census results leadership workshop clothing megatrends organisations sun priorities holiday cultural diversity royal baby professional ACF2017 define infographic wall NBRS Architecture urban taskforce 2012 real public speaker social commentary DESTEL generation Z baby name trends Netflix sunburnt country 2016 census office opening education future report WA Australian schools year 7 Black Friday in Australia 1980 twentyseventeen neutral bay economy social analysis lalor park Mark McCrindle plans owning a home sector wide study potts point 24,000,000 Tuesday Trends royal family giving McCrindle Speakers market research sports acf15 winter blues food bank leader Engineering Manager household ipswich world youth day ashley mckenzie state PSI population milestone marketing non profit moderators guide unemployment Sydney mythbusting volunteering innovation teach Real Estate Institute of Victoria qualitative research education future internet IT Specialists social enquiry media February 16 slideshare weekly earnings Melbourne house prices travelling networking mccrindle in the media land of the middle class future of work socialising housing affordability facts engagement generation Channel Seven generation alpha Research Director data visualisation divorce rate population map Vocational education consumer seasons menai news workplace royal influence new york times school winter keynote language Hills Shire Council breakfast jobs Christmas day weather australian community trends report data 2020 ideas aged care weather overcast public speaking ferry faux-cilise students visual tea debt Northern beaches Event career university degree hunger social researcher Christmas lunch Christmas season Population Clock participants Word Up ACT Report brands workplace culture government US car hopes investing healthy future future community event housing growth #censusfail trend baby product Duchess of Cambridge EFF know the times media activity Sydney population teachers VET sector identity teleworking village professional services christianity focus group 40 million VET VIC group session insights blaxland James Ward financial independence baby name predictions futurist balance daily telegraph dreams brand DIY infographic charity hills bureau professional development The ABC of XYZ repayments local trends school students average sydneysider renter of the future Lower Hunter Sydney keynote speaker tv schools men Black Friday Sales living 24 million house price rise google for education micro communication stay home wellbeing wealth inequality Aussie domestic Northern Beaches mortgage global generations Australia street marriages Social Trend nfp aged care puzzle shifts speajer hello fresh mateship mythbusters experience showreel happiness global retail alpha wage customer emerging generations city chairty christian baby boomers sector wide university baby names report the australian dream McCridle younger generations small business ACF interactive marrickville equip hornsby rich deloitte names sydney event growing population hills shire youth unemployment work mccrindle ageing media commentary ageing population Assistant Store Manager financial future house price cost ABS keynote speaker Australian Communities Trends gold coast Retail contiki eliane miles greatness grave decision shbc entertainment census 2016 aussie culture World Water Day families apartments intern local communities SRE graphs baby names mentor population growth study cars Crime Rates water perth The Daily Edition housing market tertiary education online shopping Australian demographics Sydney’s south west income demographer demographics workforce conference presentation online property market food insecurity Elderslie-Harrington park new office list social change sydneycity relevant recap food increasing densification cancel plans learner finance culture Charlotte Work place social issues storytelling the hills Australian communities residents Education Future Forum millennials annual income organisational culture Hornsby Shire Council forecasting australian real estate celebration snapshot low density home owner future of shopping New Zeland financial housing environment dessert average aussie Channel 7 tips affordable Australian Population TEDx Christmas day follow impact Business analysis cash Australian Census friends year 12 research publication commuters professional presenters collaborative australian communities forum narcissism vegemite Scouts Gen X rental stress Generation X kate middleton Maxim Accounting TEDx Speaker entrepreneur pharmacy employment donate logan learn Bathburst sector princess charlotte urban living sydneysiders australian communities trends report tableau challenge property Sydney Hills Business Chamber criminal employers choice workers 2015 TED geomapping Queensland social life insight apartment vegetarian politics capital cities paying to work national wealth the changing face of Christmas presents community TDE Research Executive meetings 2016 social financial planning environmental scanning local community hobart fresh church google Hunter Valley households shopping centre builders Kirsten Brewer national crime rates earnings panel ACF 2016 capital city volunteer collaboration Real Estate employmee demographic transformations Adelaide energy teacher pharmacies award winner Queensland: QLD rise of local spend learning sentiments family consumerism mobile authenticity social research education sector urban development long weekend mccrindle tea program marriage mccrindle research couple divorce global financial crisis meals rent future of education gen z young australians Caregiver cancelling event Financial Planning Association of Australia donation housing trends holidays CPI population changing face of sydney money engage wealth distribution global poor Do It Yourself sydneysider communities outsourcing demographic trends analysis bus education research professional speaker change education selfie 2013 society trends generations anzac suburban living in the media innovative personalities grandparents cooking infographics 1968 NBRS Geoff Brailey goals focus groups Black Friday offenders Royals NSW data analyst skills prince george Wagga Wagga post rationalism TED talk work mates entrepreneurial ultimo retirement safe South Australia 1994 high density survey award stats world SA sydney speaker Lower Hunter Region statistics faith commuting gen alpha internship click trends of 2017 media release future proofing spirituality leadership conference demographic census data Res Vis Australia Day 2017 sunny days high density living summer resource society trades Deaths Sydney Lifestyle Study wolloomooloo youth baby boom cica 23 million mccrinlde financial fears resilience coffee results Births the great screenage FOMO gender australia home ownership suburb Wodonga supply and demand ashley fell census community engagement social shifts gig economy volunteering data social trends researcher mover and shaker area emerging trends cancelling plans salary sustainable middle class jobs of the future public holiday Western Australia darwin newspaper NFP event urban living index Australian community trends workshop Tuesday Trend events bondi cartodb child care trend tuesday conferences Skilling growth pyrmont teaching going out easter high density apartments dream What is food insecurity? urban debate high school faux-cilising Australian Families New Zealand digital economy australian Canberra Mark McCrindle in the media business shopping Aussies casual shopper's pick entrepreneurs of today wages ethnography wealth Gen Y victoria forum mining boom baby names australia report Tasmania Macquarie University FPA life social impact typical australian tattoos Jura Australia medicine father's day crime suburbs sydney market waverton rain Merry Christmas census fail screenage growth of sydney speakers pack social analyst generational trends fears huffington post public transport visualisation commute Australia Day presentations live the dream wealth and income speaker average Australian case study children moreton bay CBD litter gig in depth interviews research report office space optus my business awards australians staying home more Territory McCrindle Keynote Speakers friendship toys lifestyle emerging technologies employmer sydney hills NEETs future-proof mother's day report brand experience christmas house NT who is generation z social researchers national private wealth parents travel daily commute group 1975 staying in work-life poker master cloudy days Myth not for profit research System's Architect educhat belief digital SMART train women optimistic etiquette religion research pack renting internships volunteers Northern Territory purpose sydney metro ease of travel