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


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