Welcome to Australia Street 2017

Monday, July 03, 2017

If you lived on an average sized street in Australia comprised of 100 households, and these households were exactly representative of the Australian population, did you know that in a year, your street would see 1.2 marriages, 1.7 deaths and 3.3 births? These 100 households comprise 260 people, 49 dogs and 39 cats! There are 180 cars owned on the street, which each drive, on average, 14,000 kilometres each year.

We are delighted to present the brand new Australia Street infographic based on the just-released census data.

Welcome to Australia Street.

About Research Visualisation

In a world of big data, we’re for visual data. We believe in the democratisation of information, and 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 we know what will communicate, and how to best engage. 

Whether you’re looking to conduct research from scratch, or if you have existing data that you want to bring to life – get in touch with the McCrindle team.

Australian Census 2016; What you need to know

Monday, August 08, 2016

As demographers and social researchers there are a few calendar events that cause for celebration. Among them include population milestones, special data set releases and, of course, the Census. Rolling around only every 5 years, the Census provides us all with vital information about our nation’s population growth, infrastructure and future-planning needs.

In 2016 the Census will be held tomorrow, Tuesday 9th August. It has been conducted every 5 years since 1911, and is the biggest democratic activity in Australia. While July’s election counted 14 million votes, the 2016 Census will include every household, age group, resident and visitor – all 24 million of us.

So here’s everything you need to know about the upcoming 2016 Census.


This will be the most unique Census Australia has ever seen. In keeping with these technological times, 2 in 3 people will complete their form online, up from just 1 in 3 in 2011 and 1 in 10 back in 2006 (the first time there was an electronic option).


Firstly, the Census will show that our national population is growing, having hit a new record in February of this year and surpassing a population of 24 million people. Additionally, it will also show that Australia’s largest city – Sydney, has broken through the 5 million milestone.

Not only will the Census show that our population is growing, but also that we are ageing. Our population profile will no longer be a “population pyramid”, because for the first time there will be more Australians aged over 55 than under 20.

So the Census will show that our population is growing, ageing and as a result, it will show that we are moving. For the first time this Census will reveal that one in four Australian households live in townhouses or apartments rather than detached houses – the highest figure ever, up from just one in ten in 1966.


This year there will be a change to the religion question with the option of “No religion” now appearing at the top of that question rather than at the bottom, so it might attract some more numbers.

Additionally the question asked of women: “How many babies has she ever given birth to” states “live births only”, but will now include stillbirths and give acknowledgement of that loss And the question: “Is the person male or female” - will allow an alternative blank box for those who identify with neither gender.


Like participating in the election, it is compulsory to complete the Census. But for everyone in the country, not just citizens or residents. The Census and Statistics Act takes sitting the Census very seriously, with fines for non-completion after receiving an order to complete incurring a fine of $180 per day, and false answers can attract a fine of $1800.

But the good news is that the Act takes privacy very seriously as well and answers cannot be divulged by the ABS to anyone – even government agencies. Confidentiality is assured.


If we thought we had to wait a while for the election results, be prepared for a longer wait for the Census findings. It will be analysed at record speed, but that still means a wait of 8 months, April 2017, with the full results not coming out until 2018!

The Shopper's Pick: Understanding Australia's new village green

Thursday, July 14, 2016

This year we were delighted to write up and design the third and latest report in the Trolley Trends Series, ‘The Shoppers Pick’ for Woolworths Limited. From developing the survey through to conducting the analysis, this report is the perfect blend of quality research with segmentation and visuals, making the research easy to consume.

With 1 in 5 (20%) Australian supermarket customers going to the supermarket at least once a week, the report reveals that a record number of people (44%) consider the local shopping centre to be central to community life and has truly established itself as the new village green – a place for connection and engagement with the wider community, perhaps even more so than the local pub, school or community centre.

It is the theme of local which is clearly the key message of ‘The Shopper’s Pick’, which provides a unique look into modern Australia’s living, eating and shopping habits today.


As Australia becomes increasingly connected to global economies and new technologies, there is an equal if not stronger desire among shoppers to support Australian made products and local growers. It is increasingly important to Australian shoppers to know where their food comes from.

More than half of Australian shoppers (52%) state that buying local food is extremely or very important to them. In fact, around a quarter of shoppers prefer to purchase meat and poultry, bread and grains, and seafood and fish that are sourced locally in their own region rather than sourced further afield in their own state or within another region in Australia.


Australians are impacted in different ways by the changing seasons. Australia’s Seasonal Personalities explores the different personalities of Australians and the impact seasons have on their lifestyle. Which Seasonal Personality are you?


Australians are becoming increasingly health conscious and aware of the foods they consume. This trend towards healthy eating is demonstrated in the increase of health foods being included by Australians in their weekly shop.

Just over half of shoppers (52%) buy health food products weekly (i.e. sugar free, additive free, gluten free, dairy free, organic, raw, salt free or vegan), with sugar free products the most likely to be on Australians’ shopping lists and purchased by just over half of shoppers (51%), followed by organic and raw foods (both at 35%), and additive free foods (27%).


Australians are a nation of savvy shoppers, who seek products that are value for money. Nearly 7 in 10 shoppers (69%) state that buying on discount is extremely or very important to them. These values are reflected in the ingredients they purchase for meals cooked at home, with 99% of Australian shoppers saying price is an important factor they take into consideration. As part of being savvy shoppers, Australians are also creative savers. Almost 6 in 10 shoppers (58%) save money by purchasing groceries based on weekly specials, while just over half (52%) save money by writing a shopping list and sticking to it. Stocking up and bulk-buying are two other ways Australians save money, with just over half of shoppers (53%) currently saving money by stocking up on discounted non-perishables.

This report follows on from the 2014 Trolley Trends Report which focused on the increasing importance of ‘Fresh’ amongst the Australian population. The report also found that one of the most common community connections for Australians is the local shopping centre. To access the Future of Fresh report, please click here.

Australia's Household Income and Wealth Distribution

Tuesday, June 21, 2016

Land of the middle class?

Australia has long been labelled the land of the middle class but the latest analysis of the Australian Bureau of Statistics wealth and income data shows that this is less the case today.

Household income by quintiles

This infographic of annual household income by quintiles (20% categories, each comprising around 2 million of Australia’s 10 million households) shows the spread of total earnings. While the average household annually earns just over $107,000, the top 1 in 5 earns more than twice this (exceeding $260,000) while the bottom 1 in 5 takes home around one-fifth of this (a little over $22,000). This means that while the bottom fifth of households get 4% of all income, the top fifth get almost half of all earnings (49%).

Highest fifth have incomes 12 times the lowest fifth

The top quintile in gross terms earn almost as much as the other 80% of households combined. In ratio form, the highest quintile households average 12 times the average bottom quintile income.

Gini coefficient shows growing income divides

The Gini coefficient is a measure of income spread, with 0 being perfect equality and 1 being total inequality. The latest data shows that it is now at its highest (most unequal) level ever at 0.446 compared to 0.417 in the mid 1990’s. In the 20 years since, average household gross incomes have increased 60% from $66,196 to $107,276 today while over the same period, incomes of the top 1 in 5 households (highest quintile) have increased by 74% from $149,552 to $260,104.

Highest earners also had highest income growth

In the decade since 2005-06, most of the household categories have seen income increases of 18-19% with an average increase of 24% ($20,956 increase from $86,320 to the current $107,276) while the highest quintile has enjoyed income increases of 30% ($60,528 higher than a decade ago, up from $199,576 to $260,104).

Household wealth by quintile

Accumulated earnings are best represented by net wealth, and this is where the changing economic landscape is even more dramatically presented. While the average Australian household has net wealth of $809,900, the highest quintile household on average has a net wealth more than three times this ($2,514,400) while the lowest quintile household wealth is just a fraction of this (4% of the average wealth, or $35,500). The lowest 20% of Australian households own less than 1% (0.9%) of the national private wealth while the highest 20% own 62% of the national private wealth.

Wealthiest 20% own 71 times that of the lowest 20%

The wealth of the highest quintile households on average is 71 times that of the lowest quintile households. While the average Australian household has seen wealth increase by 6% in the last 2 years (an increase of $45,400), the highest fifth of households have averaged increases of 8% (an increase of $189,500). Only upon reaching the fourth of five quintiles does the average household net wealth ($830,600) exceed the average house price ($720,000), while the highest quintile households on average have a net worth exceeding 3 average Australian homes.

Wealthy have net worth many multiples of income

The net wealth of the lowest quintile is just 1.6 times annual income, for the average household wealth is 7.5 times incomes while for the highest quintile, their wealth is almost 10 their average annual income, and more than 23 times the average Australian household annual income.

Australia’s Generations by Wealth and Income

Wednesday, June 01, 2016

This infographic is based on analysis of the ABS Household Income and Wealth data released in late 2015 and 2013. It gives a picture of how both income and wealth is distributed across the generations of households in Australia and how it has been changing.

Generation Y: High incomes, low wealth

While Generation Y aged 25 to 34 are income rich, earning in gross household terms $113,152 per annum, their net worth is modest, at $268,800. As they enter their mid-30’s, they are getting closer to their key earnings years however such has been the low wages growth over the last two years, their household incomes have only increased by $5,356, or 5% since 2013. While Gen Y households on average earn more per annum than the older Boomers aged 55-64 who are rapidly easing out of their full-time working roles, these Boomers managed income increases almost three times that of the younger generation over this period ($14,040). This 14% increase in annual household incomes came about because the older Boomers were reliant not on wages growth but investment income which has seen solid increases over the last two years.

Generation Stagnation

It is ironic, and unfortunate that the emerging generation of wealth accumulators, moving up the career ladder have seen far smaller income increases (amounts just keeping up with inflation) than the generations that are easing out of employment or having ceased employment. Indeed, the generation aged 65+ managed much higher income increases (16%) than the younger working age Gen Y’s.

Wealth compared across the generations

The generational financial inequities are even more pronounced when analysing net wealth by generational cohort. While Gen Y have a household net worth of $268,800, it is less than half that of the Gen Xers who are just a decade older. The highest net worth generation in Australia are the Boomers aged 55-64 who not only have a net wealth almost 5 times that of the generation of their children (Gen Y) but they still have a decade or more of earnings and wealth accumulating ahead of them.

The $1 million households

While Gen Y have seen a wealth increase of 9% since 2012 ($21,647), the mid 50’s Boomers have seen a 14% wealth increase ($153,335) with their wealth rising since 2012 from $1,086,365 to $1,239,700. Therefore, not only does the average Australian household aged over 55 have a net worth exceeding $1 million, but, due largely to rising property prices over the last few years, it is also seeing the fastest wealth increases. When the demographic size of each generation is compared against their corresponding economic share, the differences are stark. Australians aged 25 to 34 are equal in size to the Over 65’s at 3.6 million, or 15% of the total population of 24 million. However, the net wealth of Generation Y is well below this population share at just 7% of the national private wealth compared to the Builders generation who have a share of 26%, almost twice their demographic proportion.

The quarter who own more than half

In total the Baby Boomers (45 to 64) are a quarter of the population (25%) but own more than half of Australia’s national wealth (53%). Their economic footprint is twice as large as their demographic footprint. While the Gen Y’s have decades of wealth accumulating ahead of them which will grow their net worth footprint, it is unlikely that Australia will ever see the likes of today’s Boomers again where a quarter own more than half. The Boomers have been the beneficiaries of a near 50-year economic miracle, and they are unlikely to ease out of this accumulating any time soon.

The $3 trillion wealth transfer

But there is some hope for the emerging generations who have stagnated in wealth and have been priced out of property. The households of Australians aged 55+ currently own a combined $2.8 trillion and over the next two decades will pass on much of this. By the time they move from the growing to the spending side of this accumulation, it will have exceeded the $3 trillion level. Therefore, the decades ahead will see the biggest intergenerational wealth transfer in Australia’s history and many of the younger generations will be the main beneficiaries.

Exploring the Sentiment of Sydneysiders

Monday, January 18, 2016

In August 2015, McCrindle Research surveyed 1,007 Sydneysiders on their attitudes and sentiments towards the current state and The Future of Sydney.

Future analysis of the sentiments of Sydneysiders has now been conducted, revealing the differences in sentiment within various demographic categories towards how Sydney is now, compared to 5 years ago and to how they perceive Sydney to be in 5 years’ time.

Males more optimistic

1 in 5 (20%) males are expectant optimists who stated that they think Sydney is better now than it was 5 years ago and it will be even better in 5 years’ time compared with only 14% of females.

Overall, 37% of males think that Sydney is better now than it was 5 years ago and 35% think that Sydney will be even better in 5 years’ time compared with 30% and 28% of females respectively.

Generation Y the most positive

1 in 5 (20%) Gen Y’s are expectant optimists with Baby Boomers having the smallest proportion in this category (14%) with 3 in 5 (60%) Gen X’s and Baby Boomers falling into the concerned pessimists category.

Over 2 in 5 (42%) Gen Y’s think that Sydney is better now it was 5 years ago but only 1 in 4 (26%) Baby Boomers feel the same way. Just over 7 in 10 Gen X’s (73%) and Baby Boomers (72%) think that Sydney will be worse in 5 years’ time, compared with just over 3 in 5 (63%) Gen Y’s.

City dwellers have a more buoyant outlook than those in the outer suburbs

The Central region of Sydney is the region with the largest proportion of expectant optimists at 20% with the South West region having the lowest at 15%.

However, the over 1 in 3 respondents from the South West region (35%) stated that they think that Sydney will be better in 5 years’ time, the highest proportion out of all the regions, followed by the Western Suburbs with 33%.

Families with dependents more upbeat

1 in 5 (20%) respondents who live in a household with children are expectant optimists compared with fewer than 1 in 6 (15%) who live in a household without children.

Almost 2 in 5 (39%) respondents living in a household with children stated that they think that Sydney is better now than it was 5 years ago compared with 3 in 10 (31%) of those in households without children.

Middle income earners most optimistic

Surprisingly, the proportion of respondents who are concern pessimists was higher in those in 2nd highest income quintile than those in the other 4 quintiles.

The largest proportion of respondents who stated that they think Sydney is better than it was 5 years ago was of those in the middle income quintile (40%).

The lower the perception of population size, the higher the optimism

Respondents who underestimated Sydney’s population the most (1 or 2 million) were the most likely to have been expectant optimists at 24% with those having the closest estimations being the most likely to be concerned pessimists (4 million = 53%, 5 million = 55%).

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