New research reveals Aussies are 'faux-cialisers'

Wednesday, November 02, 2016

It’s official. A night on the couch bingeing on a favourite TV series is the best kind of night! New research reveals we love treating ourselves to an indulgent night in, and we regularly bail on plans made with friends, work mates and family in the process. It’s called faux-cialising and it’s rampant across Australia!

We were delighted to partner with Connoisseur Desserts to conduct new research into Australians aged 18 and over, and their social habits. According to the research, 73% of Aussies aged 18 and over regularly faux-cilise – cancelling social plans just to stay home to watch TV and experience the night they would have had via social media.

So what has prompted the rise of the faux-cialiser? Mark McCrindle points to a hectic work schedule, the comforts of home, and entertainment at our fingertips, which is making faux-cilising a growing trend in our (increasingly less) social lives.

The research shows Australians fall into four categories when it comes to their attitudes and behaviours towards social plans:

The Socialites

FOMO (fear of missing out) is very real and increasingly this group is predominantly men, aged 25 – 54 (the group least likely to faux-cialise).

The Wait and Sees

Commitment-phobes who are men and women represented by 43% of 35-54 year olds (who do admit to faux-ialising regularly).

The Bailers

Legitimising a night on the couch as the entertainment option of choice. This group is embracing faux-cialism and is strongly represented by women (64%) aged 35-54 (72%).

The Homebodies

Those who preferring to stay home all of the time and are embracing JOMO (joy of missing out) as a way of life (79% aged 35+). This type of faux-cialiser is equally represented by both men and women.

Highlights from the research show that despite these nuances, the typical Australian is making pretty similar choices when it comes to their social lives and (not) going on a night out.

Home is where the heart is

When asked what night was their favourite night of the week to stay in, a whopping 45% of Australians reported they prefer to always stay home. Only 1% said they’d prefer to go out every night. 

Plans Schmans

When we do make plans, we’re displaying a real fear of commitment! While we initially get excited about the opportunity to socialise on a night out, 62% of us will stall on making a decision, preferring to wait to see how we feel closer to the time or on the day. This rings true across all age brackets.

Dropping in

77% of us report to dropping in on social events just to show our faces all, a lot or some of the time. Not surprisingly, the Homebodies and Bailers are the most likely to do the drop in. For nearly 20% of 20-34 year olds, a ‘drop in’ often means attending more than one event on a night out – really making the most of the rare occasion to socialise out of home.

Me time

Self-care is the main motivation for cancelling plans with 42% feeling the need to relax and recharge and another 40% seeking the peace and quiet of a night in. Bad weather (30%) and not being bothered to get dressed up (26%) are the next most popular reasons to bail.

Sydney: One City, 300 Cultures

Friday, January 15, 2016

Sydney, a city which will soon reach 5 million people, is Australia’s most culturally diverse capital with over 2 in 5 Sydneysiders born overseas. Over half of all Sydney’s population have both parents being born overseas and over 40% speak a language other than English.

According the Australian Bureau of Statistics Census data, Sydney is comprised of people from over 220 countries and significant sub-regions, with over 240 different languages spoken and residents identifying with almost 300 different ancestries.

So which areas of Sydney are the most diverse, and what suburbs have the strongest connections to various cultures?


Explore Sydney in all its cultural diversity below, where you are able to select any country, language and ancestry and see where people with those characteristics choose to call home within Sydney, or simply click on your area on our McCrindle Tableau map to reveal your area’s profile!


Mark McCrindle and The Changing Face of Sydney

Thursday, August 20, 2015

Sydney, the place many of us call home, is Australia’s economic powerhouse. We are adding almost 90,000 people to our city every single year, and the 5 fastest growing areas in New South Wales are all located in Sydney. Back 50 years ago Sydney had just hit 2 million people, we are going to finish next year at 5 million people.

Sydney is a fascinating and complex landscape where old ways and old attitudes are disappearing. We used to have a cringe factor of, “this part of the city is better than that part of the city” and people would perhaps be embarrassed if they weren’t closer to where the action was. That’s all changed. People in Greater Western Sydney embrace that as their moniker, proud of being a Westie.

And when it comes to work the CBD is no longer the cities undisputed top dog. Sydney is undergoing an opportunity revolution, with entrepreneurial hotspots sprouting up just about everywhere. You’ve got the media and communications hubs around Surry Hills and Ultimo, and high-tech emerging in areas of Parramatta and even in Penrith. It’s not all just happening in the CBD alone.

NSW also has the highest migration of any Australian state, and Sydney – a global city, receives most of this growth. In this city of diversity, the city’s newest citizens form new tribes in its oldest suburbs.

Sydney has many faces, but what binds us, the one thing we all have in common is this often complex, always beautiful, ever-changing city.

The Changing Face of Sydney; Urban Sprawl Goes Vertical

The Changing Face of Sydney; A closer look at Parramatta

The Changing Face of Sydney; Is the Sutherland Shire the new boom town?

The Changing Face of Sydney; The Changing Face of Liverpool

The Changing Face of Sydney; The big Development Flying Under the Rader


Q: Just wondering how many have first language of English?

A: Sydney is one of the most culturally diverse places in Australia. Almost two in three households have at least one parent born overseas, and China may soon overtake England as the country Sydneysiders born overseas were most likely born in.

Q: My children – aged 11 and eight – and I just watched the Changing Face of Sydney. They would like to know how our suburb, Loftus, has changed over the years. Or anything exciting you can tell them about our great suburb.

A: Well it is a fascinating suburb – home to far more families with kids than the state and national average. Averaging two children per household (well above the average) and with more stay-at-home parents than average. Earning more, volunteering more, and with a higher proportion of children than most Sydney suburbs – sounds like a nice, family-friendly place to live.

Q: What does the future of Blacktown look like as a part of the changing face of the western suburbs?

A: Blacktown has consistently been the fastest growing areas in the whole of NSW over the last decade. The Blacktown City area is home to more than 300,000 people, which means it is home to more people than the whole of the Northern Territory!

Q: We have just moved to Mosman from Adelaide, what can you tell me about Mosman, its demographic and its history?

A: Mosman is home to far more females than males - average age is 40, well above Sydney’s 36 and the residents’ earn more and work longer than the NSW average. Three in five of those in the labour force in Mosman work more than 40 hours per week. It is also home to twice the proportion of professionals and managers than the state average.

Q: What are your views on Sydney property growth in the short term? Is this boom likely to continue? NSW future infrastructure projects are encouraged by this strong stamp. What would be the result if the interest rates increase?

A: Yes Sydney’s property prices are no bubble. They are underpinned by more demand (population growth) than supply (new home builds). Not only is Sydney growing around 85,000 people per year, but households are getting smaller so the housing demand is even outstripping population growth. However, Sydney prices will no doubt plateau at some point, as they have before.

Q: Which suburbs have big potential for growth? Where will be more infrastructure developments?

A: Greater Western Sydney is where the population growth is and where there will be a lot of new infrastructure over the decades ahead. Plus prices are beginning from a lower base than the east. And keep in mind that by 2032 Western Sydney will be larger than the rest of Sydney (2.9m compared to 2.7m).

Q: My partner and I are planning to buy a house. What is the quietest place in Sydney?

A: The quiet suburbs on the urban fringes – Shanes Park, Cranebrook, Marsden Park, Badgery’s Creek – are acreage at the moment but will be development central in a few years. So the quiet may just be temporary.

Q: Where is the best place to invest, which suburb?

A: Really depends on budget and also having a long-term view. Suburbs change: Redfern, Balmain, Newtown, Campberdown were once not considered desirable suburbs and are now very expensive. So it is good to look at population growth trends and emerging infrastructure. A suburb not “hot” at the moment if it is in Sydney will be a winner long term.

Q: What are the reasons for different ethnicities to settle in the respective suburbs? (Chinese in Hurstville and Chatswood, British in Manly, etc.)

A: Often it is where they have connection/family and so various suburbs end up with strong ethnicities. For example, traditionally Greeks settled in Kogarah, many from Vietnam called Cabramatta home and more recently a strong connection of those from India to Harris Park.

Q: What proportion of the Hills district is evangelical and also now the Shire?

A: The ABS census data shows religion by denomination and it shows that for example the Hills have less than 19 per cent while the Shire has more than 25 per cent Anglicans.

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.

Mothers are the Most Influential Life-Shapers

Saturday, May 10, 2014

Mothers are more influential in shaping the lives of everyday Australians than fathers, spouses or partners, siblings, and even best friends. A recent McCrindle study confirms that mothers don’t just raise their children, but shape their identities and define who they become.

Mum is most influential role model for more than half of Australians

More than half of Australians (52%) say that their mother is the single biggest influence on shaping where they come from and who they are today, and 4 in 5 (79%) put their mum in their personal Top 3 Most Influential Persons list.

Social researcher Mark McCrindle says, “Their role is not just in raising us but in shaping us. The impact of mums in Australia is highlighted by the fact that they are the most significant person in shaping who we have become – ahead of friends, community leaders, other family members and even spouses. While mothers are often thanked for their protecting and providing role in the lives of young children, it is their life-training and identity-shaping that has the most lasting impact.”

“This research shows that mothers are not only nurturers and supporters but for the majority of Australians, they are also the biggest life-shapers.”

Mum influential not just for women, but men, too

While 56% of women said their mum had had the biggest influence on their lives, men weren’t far behind – 1 in 2 men (48%) state their mum had the largest influence on their lives, and 4 in 5 (79%) of men put mum in their Top 3 Most Influential Persons list – the same as females!

Mother, then father, then a spouse or partner

For many Australians, if they were to choose the Top 3 influencers in shaping who they have become, they would list their mother, their father, and their spouse or partner – in that order.

Mum’s impact just as strong for emerging generations

Despite the proliferation of technology that has facilitated opportunities for influence by those beyond immediate family and friendship structures, younger generations report being even more shaped by their mothers than older generations – 52% of Gen Ys (20-34) and 54% of Gen X (35-49) report their mother as their biggest influencer, compared to 50% of Baby Boomers (50-68) and Builders (69+).

Mark McCrindle states, “In a world of social media, technology influences and marketing saturation, it is encouraging to see that the influence of mums has gone up, not down with the emerging generations. In fact with children staying at home later in life than the past, the role of mums is not only greater, but their influence extends longer as well.”

Results based on a nationally representative survey of 1,019 responses conducted by McCrindle in April 2014.

Click here to download the research summary.

Research Visualisation: Moving from Clichés to Playing with Data

Wednesday, November 13, 2013

Data interpreted through traditional bar graphs, pie charts, and line graphs do not suffice in engaging the coming generation. Big data interpreted solely through these traditional mediums are the equivalent of clichés in our communication, sounding more like background noise. While there may be meaning, there is a distinct lack of clarity.

We researched Australians to find their most irritating clichés – phrases like “push the envelope”, “think outside the square” and “calling to touch base” were all mentioned.

Here are the Top 10 clichés used. [What is even more fascinating, is if they are read from end to end, the result is a fairly coherent political speech]:

We won’t be ruling anything in or out
Because at the end of the day
There’s no magic bullet
And the jury is still out on that anyway
But having said that
Can I just say
Moving forward
It’s a no brainer
We’re going to hit the ground running
And give 110%.

Just as cliché’s lose their meaning over time, so do traditional methods of portraying data.

Information that impacts

World’s-best research will only spread as far as the look of it allows. World-changing data will have no impact unless it is well designed. World-class information will remain unshared unless it is easily understood.

Research that makes a difference has to be seen with the eyes of your head as well as the eyes of your heart. It makes sense rationally, and you get it viscerally.

Until the last excel table has been transformed there’s work to be done. Statistics should be fun – like animation. People should be able to play with data. Research reports should not sit on shelves but be interacted with, and shared on social media, or printed on book marks or beamed onto buildings.

That’s how information was shared THEN.

It’s what we’ve got back to NOW.

It’s how research will be shared NEXT too.

It’s about turning tables into visuals, statistics into videos and big data into visual data. Research can’t be applied until it’s been understood – it needs to be seen, not just studied. It’s research that you can see.

In a world of big data-we’re for visual data. We believe in the democratisation of information-that research should be accessible to everyone not just to the stats junkies. We’re passionate about turning tables into visuals, data into videos and reports into presentations.

As researchers, we understand the methods, but we’re also designers and know what will communicate and how to best engage.

Visit for more info.

Bringing research data to life: Mark McCrindle at TEDxCanberra

Thursday, September 26, 2013

Mark McCrindle recently spoke at TEDxCanberra 2013. Here are some of his reflections on this landmark event:

Mark, you speak at a lot of conferences, what was it like to be invited to speak at a TEDx event?

Well it was a great honour. TED has an amazing brand and the production qualities and process associated with TEDx events are world class. It was amazing to be part of TEDxCanberra with poets, performers, thinkers and difference-makers – each of them leaders across a wide array of fields.

How did it differ from other conferences?

Being a TEDx event, the content, the ideas worth sharing had to be there, but more than this – the style was different to other corporate events. For a start you get a maximum of 18 minutes, not the standard 45 to 60 minutes for a keynote session. And there’s no lectern, which means no notes – which means knowing your talk well enough to get by without prompts!

What was the feel of the event?

An event with a producer and stage manager rather than a conference organiser is going to have a different feel. Additionally, the attendees are not there as corporate delegates but a diverse audience ready to be engaged, informed & entertained and so this creates quite a different dynamic.

From acrobats and artists to rehearsals pre-event and a party post-event, it was not the normal business conference, and it was a delight to be part of it.

What was the focus of your speech?

My theme was making research relevant through not just what methodologies are used but how we communicate the findings. In a world of big data we need visual data. In a world of information overload we need infographics. We don’t need more long reports as much as we need research we can see. When we see it, we are influenced by it and we act upon it. It’s how it always was – and how it still is!

Check out Mark's presentation or find out more about what McCrindle Research does in the world of research visualisation at

Leadership and Generation Y: Managing Generational Change and Bridging Gender Gaps

Thursday, September 05, 2013

Generation Y women have grown up in a world knowing nothing but equality of opportunity in leadership and career. They live in a world where more women attend university than men and they have grown up in a culture which has empowered them and equipped them well for this 21st Century. 

The word that defines Generation Y today is "options." Consequently women are delaying and in many cases bypassing the traditional adult milestones of marriage, children, mortgage, and a life-long career. The median age of having a first child is now a few months short of 31. Women are starting families almost a decade later in life than a generation ago, and return to the workforce more quickly. They are global in outlook, technologically equipped, formally educated and optimistic about their future.

The data below shows an empowered generation of women – a generation that is more likely to have finished Year 12 and gained a university degree than their male counterparts, and is healthier, living longer, working harder and volunteering more. However, the gender gap in terms of leadership roles and earnings is still evident, although slowly being bridged. It is likely that it will be Generation Y women, who at the oldest edge are moving through their early 30’s, that will be the cohort to continue these transformations.

They are a generation with expectations of leadership roles early in life. After all, they were equipped with leadership opportunities and training even in their school years. 

What sort of leaders will Generation Y be? According to our research, they will be highly effective. They lead in less structural, authoritarian, command and control styles. They are more collaborative, consultative and communicative than espoused by 20th century management models. Generation Y are re-balancing the leadership equation with a productivity focus and a people centricity – the head and the heart are being effectively engaged to manage diverse teams in these fast-moving times.

The new generation of women: More educated, healthier, living longer, working harder, and volunteering more



Total Population



Life expectancy (Years, at birth)

79.7 years

84.2 years

Overweight and obese



Education: Completed Year 12



Attained university degree (Those aged 25-34)



Hours worked per day (All work, paid and unpaid)

7 hrs 25mins

7 hrs 34 mins

Hours per day caring for children (All parents)

3 hrs 55 mins

8 hrs 33 mins

Volunteering rate (All adults)



Gender gap in terms of leadership roles and earnings is still evident



Labour force participation rate (Aged 20-74)



Employed persons: % working full time



Average annual earnings before tax (Median)



Public service: % of senior executives



Judges & magistrates (Commonwealth)



Federal parliament: % parliamentarians



Private sector: % CEO’s of ASX 200 companies



For related statistics, see our infographic Gender Pay Gap: Male and Female Average Salary by Career and Industry.


ABS, McCrindle Research 2013

Good Versus Evil: Good Wins

Thursday, June 20, 2013

It is easy to become disheartened with humanity when our daily catch-up with the world involves few uplifting stories.

In a recent survey drawn from our national online research panel (, 95% agreed that the media reports more negative than positive news and 93% felt that this gives the impression that there is more evil than good in the world.

It comes as no surprise then that only 31% of Australians think there are more acts of kindness performed in the world than acts of terror. However, the reality is that more good goes on in the world than we are led to believe. In fact, off-screen it is good deeds that, by a large margin, outnumber the bad. Our research shows that for every reported act of road rage, violence or abuse, there are 38 acts of kindness towards strangers. Further, we found that 86% of Australians say they have gone out of their way to help a stranger in need, and 29.5% or 6.7 million Australians help a stranger “regularly”.

Here are more statistics to illustrate this: 49% of Australians say they have been shown “significant” kindness by a stranger, while 29% say they have been the recipient of kindness from a stranger over the past week. Further testifying to the power of good over evil is the statistic that 64% of Australians “definitely agree” with the statement that “good is more powerful than evil” (only 6% disagree).

The Power of Good book coverFor an inspiring look at the best of humanity - from small acts of charity to selfless acts of kindness, order your copy of our book, The Power of Good.

Click here to download the first chapter.

Click here to download this file

Our Strategic Research Model

Thursday, June 13, 2013

The McCrindle Research Strategic Research™ Model is a holistic approach to market research which ensures that the findings are actionable and the insights have strategic impacts. The eight phases to our Strategic Research Model begin with the areas covered by traditional research but take the research data and apply it to the business operations. Data and research is an asset, yet many organisations end up warehousing this valuable asset because it has not been designed functionally, communicated effectively, nor implemented strategically.

The massive problem with a warehoused research asset is that it ages and depreciates quickly to the point that the investment in this significant research becomes largely wasted. Our methodologies and experience show that with a small investment in clever design, innovative communication of the findings and strategic facilitation can maximise the research investment and transform products, operations and organisations.

The eight stages of our strategic process are:

1. Briefing

Good research asks good questions, and this begins at the briefing stage. The history, the context and the current needs inform and shape the process.

2. Planning

While we’re known for our innovative output forms, it’s our innovative research methods and effective research process which ensure actionable outcomes.

3. Scoping

From environmental scans to industry assessments, from demographic analysis to reviewing existing reports, our approach is to maximise the existing research assets.

4. Researching

Conducting research, whether it be qualitative, quantitative, ethnographic or meta-analysis, is central to our process- it is the core, but it’s not the whole.

5. Analysing

Our focus of building the bridge between the research data and the business operations, enables us to multi-layer the data, identify the patterns and develop the insights.

6. Communicating

When research tells a story, when it can be seen and not just read, when it is communicated in accessible and understandable ways, only then can it be understood across the organisation and applied to make a difference.

7. Implementing

Research is not an end in itself, but conducted so that answers can be found, improvements made, consumers identified and solutions applied. Through our report recommendations, strategy sessions, staff workshops, communications collateral, video summaries and ongoing strategic consulting, we ensure the research becomes a growth asset not a cost.

8. Reviewing

Our strategic research model is focused on adding value and ensuring that the research has an ongoing impact for our clients. And this is assisted through our long term commitment to ongoing engagement and review process.

Want to know more? Download our Strategic Research Model:

Click here to download this file

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