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:

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