Merry Christmas from McCrindle!

Friday, December 23, 2016

Merry Christmas Australia! Although New Zealand just beats us to experience Christmas, we are among the first 1% of the world to usher in Christmas Day. And a very special shout out to the 302,950 Australian newborn Gen Alpha Oliver's and Charlotte's (#1 baby names for 2015) and their families who will be celebrating their first Christmas this year.

We hope you enjoy unwrapping the experiences, technological and clothing gifts you are hoping for this year. Enjoy hand writing your Christmas cards, which we know more Australians prefer than sending an E-Card, and unwrapping presents from your spouse/partner and mums, who have been dubbed the best Christmas gift givers!

From all of us at McCrindle we hope you enjoy the infographic we have put together, and that amidst the busyness of the season you have time to connect with family and friends, reflect on the Christmas story and enjoy the many things that make this country great.

Have a Merry Christmas, a fantastic 2017 and we hope you don't receive too many unwanted gifts from your extended family members!

- The McCrindle Team




Aussie sentiment towards Christmas 2016

Tuesday, December 20, 2016

Our recent survey of 1,001 Australians revealed that while Christmas is primarily about spending time with family/friends and the Christmas food and cheer, experiences top our wish list for 2016. Our research also reveals who Australians have dubbed the worst and best gift givers, and revealed that most Aussies (even tech savvy Gen Y) would prefer to receive a traditional Christmas card in the mail, over an E-card!

Family and food what we most look forward to


Christmas is a season to gather loved ones together after a long year, and Australians are prioritising time with family and friends (70%) over gifts and shopping (24%). Christmas food and celebrations (43%) and the mood/Christmas cheer (34%) is also what Aussies are looking forward to this Christmas. Along with the celebrations, two in five (39%) are also looking forward to Christmas shopping, gift giving and the Boxing Day sales.

Females (29%) are twice as likely as males (14%) to look forward to shopping and gift-giving. Comprising most of our current workforce, it is not surprising that Gen Y (31%) and Gen X (35%) are more likely to look forward to time off work than the Baby Boomers (13%). On the other hand, more Baby Boomers (70%) are most looking forward to spending time with their family, compared to 56% of Gen Y and 52% Gen X.

Experiences top Australia’s 2016 wish list

Experiences (12%) are our top most hoped for gift this Christmas. While technology (11%) closely follows, as the most preferred gift this Christmas, it has dropped since 2013 when it topped the list (18% hoped most for a technological gift in 2013).

Of those who selected ‘other’, two in five (42%) did not want anything in particular for Christmas. 17% also hope more for time spent with family, peace or happiness over Christmas. 10% prefer money or gift cards, giving themselves the freedom to choose their own present.

“The most hoped for present this Christmas for 4 in 10 Australians is…nothing in particular” stated Mark McCrindle. “It seems that Australians feel that they have enough stuff with “experiences” coming in second” he said.

“In an era of technology saturation, even early adopting Australians, while still keen on technology have seen this category drop significantly down the wish list from almost 1 in 5 a few years ago to just 1 in 10 today” Mark McCrindle continued.

The best gift givers … and the worst

It’s official – spouse/partners (28%) and mums (28%) are the best Christmas givers. While dads made the top 3, just 6% of Australians think they give the best Christmas presents.

Extended family members like aunts and cousins have been dubbed the worst gift givers (15%), perhaps because Christmas may be the only time of year when Australians see these extended family members. A lack of personal interaction could be the reason that work colleagues (10%) and boss’ (7%) also made the list of worst gift givers.

So what are the dodgy Christmas we receive? Well previous research has showed that fridge magnets (how many can one use?), ornamental figurines (special mention for the ones that have batteries and make sounds), handkerchiefs (in an era of tissues), soap packs (does anyone actually use those loofahs?) and potpourri fall into the worst present categories. Our previous research has also showed that a quarter (23%) of us would re-gift a dodgy present! That’s a lot of bath salts circulating!

The younger a person is, the more likely they are to consider their mother to be the best Christmas gift giver (38% Gen Y compared to 21% Gen X and 15% Baby Boomers). Conversely, more than one in three (36%) Baby Boomers consider their spouse or partner to be the best present givers, compared to 1 in 5 (21%) Gen Y’s and one in four (26%) Gen X’s.

Christmas cards are (still) in

Australians are twice as likely (41%) to prefer receiving a traditional Christmas card in the mail than a Christmas E-card (21%). This is even true for tech-savvy Gen Y, with more than a third (36%) preferring to receive a Christmas card in the mail, than an E-card (26%).

The sentimental value of receiving a traditional Christmas card in the post is reflected among the Baby Boomers, with almost half (48%) indicating that they would prefer receiving a Christmas card in the mail than an e-card when compared with Gen Y (36%). On the other hand, tech-savvy Gen Y Australians indicated that they would somewhat or much prefer Christmas ecards (26%) than their older counterparts from the Baby Boomers (15%).

Merry Christmas from McCrindle!


The Future of Shopping

Tuesday, December 13, 2016

As Christmas approaches, so does the urgency of shopping. So what will shopping in the future look like - and will we even need shops? It is interesting to note than in an era of online shopping, we actually visit the shops more now than a generation ago. In a survey this year we found that the main connection point Australians have with their local community is not the community centre, park, school or club but the local shopping centre. A visit to the shops is not just about getting groceries- it is a social experience, an entertainment destination, a café stop-off and of course an opportunity to see, try, and experience what’s new.

The shopping experience of the future will start much earlier than the moment we enter a store. It will begin at the time we make decisions about items we buy. Increasingly, these decisions will be socially informed by recommendations made by family and friends as well as our digital communities with whom we share common interests and even available nearby shoppers.

Shopping will become a hybrid of online purchasing through mobile devices and personalised shopping apps, and real world shopping in-store. By 2026 our in-store shopping will be guided not only by our shopping list but also by applications which facilitate our shopping experience. They will be able to detect when and where we are in store and provide recommendations and discounts in real-time based on our lifestyle, our purchasing habits, household demographics and our electronically-enabled shopping trolley as we fill it. At home, intelligent appliances in our smart homes will monitor our consumption of grocery items, automatically detecting items we are running low on and based on past behaviour and clever predictions this shopping list will be automatically set up for payment and home delivery or available at convenient collection hubs.

Payments will not only be cashless but card-less - a quick swipe of our phone or device will pay the bill and receive the receipt. And best of all, in an era of driver-less cars, car share drop-off points and streamlined public transport, getting a good parking spot may even be achievable!

Merry Christmas from the McCrindle team

Monday, December 21, 2015

All of us here at McCrindle wish you a very Merry Christmas and a fantastic holiday break.  As social researchers we know that you'll be enjoying time with family and friends, and wishing health, happiness and peace to those around you. We hope you enjoy unwrapping the technology gifts as well as clothes and accessories you are likely to receive. Enjoy writing your Christmas cards, which would stand over 57km tall in a pile, and wrapping your presents – which would stretch 7,970km long (as a nation)!

We hope you enjoy the infographic we have put together, and that amidst the busyness of the season you have time to connect with family and friends, reflect on the Christmas story and enjoy the many things that make this country great.

Have a Merry Christmas, a fantastic 2016 and we hope you don't receive too many re-gifted presents!

- The McCrindle Team




McCrindle in the Media

Friday, December 18, 2015

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:


Generation Alpha is coming

Futurist, demographer, and TEDx speaker Mark McCrindle is leading the campaign to call anyone born after 2010 a part of Generation Alpha. According to him, 2.5 million Alphas are born around the globe every week.
Alpha kids will grow up with iPads in hand, never live without a smartphone, and have the ability to transfer a thought online in seconds. These massive technological changes, among others, make Generation Alpha the most transformative generation ever, according to McCrindle.
“In the past, the individual had no power, really,” McCrindle told Business Insider. “Now, the individual has great control of their lives through being able to leverage this world. Technology, in a sense, transformed the expectations of our interactions.”

CLICK HERE TO READ THE ARTICLE 



Educating Generation Z: Let Them Color Outside the Lines

I am a Generation X mother attempting to raise a Generation Z daughter. I recently read a statistic by social researcher Mark McCrindle which set off an internal monologue that ended in a migraine: my daughter's generation will have "17 employers across 5 separate careers, working in jobs that don't even currently exist."






Sydney's most liveable suburbs: the Urban Living Index

The new index, which ranks the liveability of 228 suburban areas in Sydney, was produced by social research firm McCrindle for the Urban Taskforce Australia, an industry group representing property developers. Rating the liveability of suburbs will always be contentious. An attribute one person loves about a neighbourhood might be repugnant to another. No measure will ever be perfect and the findings of the Urban Taskforce's index are bound to spark debate.
The data on 20 separate indicators was used to assess the affordability, community, employability, amenity and accessibility of a suburb to determine how liveable it is.





Top five baby name trends for 2016

It's become something of a tradition for me to pick the knowledgeable brain of demographer and social researcher Mark McCrindle at the end of each year regarding baby-name trends for the following one. Here’s what he has to say about 2016.
“A name is popular for about a decade, and then it starts to fade,” says McCrindle. “A classic example is Jack. It dominated most years in the first decade or so of the 21st century, but now it’s starting to fall down the list. It became a victim of its own success. Lachlan is another name that was often first or second on the list, but is now starting to fade.






Researcher Mark McCrindle delivered the results to business leaders yesterday, revealing a PSI index score of -12. Nearly 200 Hills businesses, covering 15 sectors, responded to 21 questions rating their opinions on business conditions (current economic conditions, regulatory settings and infrastructure), performance (earnings, expenses, employment) and sentiment (cost, growth and economy in six months).


CLICK HERE TO READ THE ARTICLE






THE best stocking stuffers this Christmas are tech gifts — or wrap yourself up as a present. That’s the finding of McCrindle Research who surveyed 1012 Australians to discover their sentiment and spending intentions for this festive season. They found that this year Aussies plan on saving money, staying at home with family and friends and are hoping for technological gifts under the tree. Best-case scenario the gift gets used, at least until boredom sets in or the latest gadget hits the market. Worst-case scenario it gets binned, stuffed way way back in a cupboard — or sold.

Aussie Sentiment to the Christmas Season

Wednesday, December 16, 2015

In the lead up to Christmas, we surveyed 1,012 Australians to discover their sentiment and spending intentions for this Christmas season.

This year, Aussies plan on saving money, staying at home with family and friends and are hoping for technological gifts under the tree.

28% Aussies will do at least half their Christmas shopping online


While online shopping has become an increasing trend, with more than a quarter (28%) of Aussies planning on to complete at least half of their Christmas shopping online, there is still a desire among Australians to complete their Christmas shopping in actual stores, with 39% not doing any shopping online and 34% buying most of their gifts from actual stores.

Comparatively, while the majority of Australians will do their Christmas shopping in-store, the number of Australians who will buy most or all of their Christmas shopping online this year (12%) has increased by 2% since 2013 (10%).

Family and friends are our favourite part of Christmas


The number one thing Australians look forward to about the 2015 Christmas season is spending time with family and friends, indicated by 7 in 10 (69%). Over 2 in 5 (44%) Australians also say that shopping, gift-giving and the Boxing Day sales is what they look forward to most about the season.

Aussies plan on staying at home this holiday season


More than half (54%) of Australians will not be holidaying during this Christmas season. Of those that will be, almost a quarter (23%) will be holidaying within their home state, while 16% will be travelling interstate and 6% overseas.

Technology and clothing high on the wish list, but for many it’s not about the gift


16% of Australians who know what they want for Christmas are most hoping for a technological present of some kind, making it the most hoped for gift of 2015.

The second most hoped for category is clothing/shoes/accessories (14%) followed by experiences (12%) and then food or beverages (11%).

Of the Australians who selected ‘other’ (29%), the majority of them (which comprised 24% of total responders, or almost 1 in 4 Australians) indicated that they did not want any particular present. Of those who indicated that they did not want a particular material gift, but expressed a desire for something, 51% stated it was time with family, 31% were hoping for health / happiness, and 18% peace.

1 in 5 Aussies plan to spend more this Christmas than last year


While Australian’s are more likely to save this Christmas season, Australian’s have a higher likelihood to spend more this Christmas compared to the previous three years, with almost 1 in 5 (18%) planning on spending more this season compared to last year.

Australians who plan on spending less this Christmas season intend to do so by reducing the amount of money spent on gifts. Another method is to buy Christmas supplies in advance when they are on sale, while some Australians will not celebrate Christmas at all to converse their cash.

The top 7 most featured answers included:

  1. Spending less money on presents for family and friends
  2. Buy Christmas supplies when on sale
  3. Making hand-made presents for friends and family
  4. Simply not celebrating Christmas
  5. Cooking less or buying less food for celebrations
  6. Getting organized and buying presents early before the Christmas season
  7. Buying presents only for children.

Download the Australian Christmas Attitudes 2015 report. Click here to download the full report.

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.

The 12 Stats of Christmas

Thursday, December 12, 2013

With only 12 sleeps to go until Christmas, here are our 12 Stats of Christmas! Regardless of whether you are one of the 7 in 10 who will buy some of your Christmas presents online this year or the 1 in 4 who will re-gift an unwanted present, all of us here at McCrindle hope that the lead up to Christmas will be an enjoyable time for you.

From the entire team here at McCrindle we wish you a very merry Christmas, a wonderful break and a great start to 2014! 

Click here to download the pdf

Click here to download this file

Tight pockets are moving Aussies away from gift-giving this Christmas

Sunday, December 08, 2013

In the lead-up to Christmas, McCrindle Research surveyed 500+ Australians and found just 1 in 5 are planning to spend more this Christmas.

It’s ‘save, save, save’ this Christmas for Aussie families

Belts are tight and people are still uncertain on where the economy is going, with 48% of Australians saying that the economy will be worse next year. Over a third (33%) of Australians are planning to spend less this year than last year (up from 29% who reported the same thing a year ago).

“The savings mindset that emerged in Australia post-GFC has moved from a reactionary blip to a thrifty reality. Half of all Australians are going to keep their financial belts tight and spend the same as last year with another third planning on reducing their spend,” reports social researcher Mark McCrindle.

Generation Y (those 19-33) are more likely to spend more this Christmas than any other generation, with one third (32%) indicating that they plan to spend more on Christmas this year (compared with 15% of Gen Xers, 14% of Baby Boomers, and 15% of Builders).

A third of Australians are purchasing at least half their gifts online

Online purchases are up from last year, with 7 in 10 of Australians (cf. 6 in 10 in 2012) reporting that they plan on purchasing gifts online. In fact, 30% of Australians are buying at least half their gifts online this year.

While all Australians have caught on to online shopping, intention to make online purchases varies across the generations. While over 83% of Gen Ys and 80% of Gen Xs aim to purchase some of their gifts online, the same is true of only 63% of Baby Boomers and 48% of the Builder Generation.

McCrindle says, “Technology has been enthusiastically embraced by consumers as a means of saving money with most Australians doing at least some of their Christmas shopping online and a third buying half or most of their gifts online.”

Gift-giving down on the list of what Aussies look forward to

Despite its strong commercial focus, gift-giving is Number 6 on the list of what Australians love about Christmas. McCrindle explains: “This research shows that as the money spent on Christmas has been trimmed, the embracing of the broader aspects of the season has increased. In priority order, Christmas is about family, friends, food, festivities and faith elements (the Christmas story and carols).”

Half of Australians unhappy that Christmas has lost its meaning

Almost 8 in 10 Australians (79%) say that Christmas is ‘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 Australians (49%) are unhappy about the loss of Christian meaning associated with Christmas, a percentage which is much higher for the Baby Boomer generation (62%) and significantly lower for Generation Y (29%).

This research highlighted the generational transitions that Australia is currently experiencing. Australians of retirement age were unanimous in their regret that Christmas has lost some of its Christian meaning and almost 2 in 3 Baby Boomers agreed however less than half of Generation X and less than a third of Generation Y felt this way.

Aussies glad that Christmas is in summer

While a third of Aussies aren’t sure of their preference, half of Australians indicate that they are glad that Christmas is in summer rather than winter.

“While Australians have grown up with lots of scenes in movies and televisions of winter yuletide, most Australians are not in fact dreaming of a white Christmas. In Australia, Christmas is synonymous with beach holidays, cricket, BBQs and sunburn – and while 1 in 5 are partial to a winter Christmas, half of Australians are glad about it being in summer,” says McCrindle.


Click here to download the full research summary.

E-cards vs. real cards, which would you prefer?

Friday, December 14, 2012

Christmas E-cards | McCrindle ResearchE-cards are now a common way of sharing Christmas tidings with friends and relatives across the globe. However, despite this option providing a cheap and easy alternative, there is still some angst, with the humble Christmas card in the mail the preferred option. To find out whether e-cards are received with delight or disinterest, McCrindle Research polled 695 Australians on their perspectives.

Click here to download the full Research Summary.

While e-cards seem to be rising in popularity, there are certainly not favoured by the bulk of Australians with just 13% indicating they prefer to receive digital tidings. Instead 2 in 5 said they ‘much preferred’ getting a Christmas card in the mail and 45% believed it “is the thought that counts.”

The younger generations were more comfortable receiving e-cards than the older generations, but there was a clear preference for a mailed card instead. In fact, Generation Y was the most passionate about receiving a real card than the other generations, with 51% strong on their desire to receive a handwritten card, compared to 41% of Gen X, 38% of Boomers and just 40% of Builders.

Social researcher Mark McCrindle said, “There are solid reasons why e-cards are becoming common. Australians are moving more frequently than ever before (on average, every five years) and so tracking the mailing addresses of family and friends is increasingly difficult.”

“Social media means we are increasingly connected– particularly the younger generations. Gen Y has a median of 235 Facebook friends, and with these growing networks, distributing Christmas cards is unmanageable. With so many of our interactions online, sending an e-card is the obvious next step. However, with their bank statements, phone bills and other correspondence taking place online, getting a card in the mail makes it all the more special for this digital generation.”

Click here to download the full Research Summary.

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