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!


Slanguage in Australia [MEDIA]

Wednesday, July 17, 2013

On the surface it looks like Australians all speak the same language, the Aussie brand of English. Yet historically we’ve come together from different colonies featuring unique histories which have affected our use of words regionally. To illustrate, while those in New South Wales might eat a devon sandwich for lunch, South Australians having the very same meal would be eating a fritz piece. This leads us to the following questions:

What is a nanger? Is hectic fully sick really a positive phrase? Are festy and feral the same thing? What about a stobie pole?

These questions answered plus more as Mark McCrindle joins Larry and Kylie on Channel 7’s morning show today, unraveling the regional use of language and thus helping us better understand ourselves as Australians.

Aussie Slang by Region [INFOGRAPHIC]

Saturday, July 13, 2013

Slang and language varies from one region to another. Even in one nation, people use different words to describe the same thing. A number of regions, cities, and schools have their own slang terms which baffle people even from neighbouring areas! Words that are understood more or less nationwide can be much more prevalent or popular in some parts than elsewhere.

To illustrate, the afternoon in the east coast (ViC, NSW, and QLD) is arvo whereas in South Australia it is aftie. The kid’s chasing game – i.e. being ‘safe’ – is bar in New South Wales, whereas it is barleys in Western Australia, South Australia, and Victoria.

Similarly, an unsophisticated person in the outer suburbs of Sydney and Melbourne is a westie, whereas in the more affluent areas of Brisbane’s western suburbs this person is called a bogan or bevan, and in places where the western suburbs are coastal (i.e. Perth and Adelaide) such a person is called a boonie.

Click here to download the infographic.

For more than a decade, author Mark McCrindle has been researching the emerging generations and the words they use, which both create and define their sub-cultures. For further linguistic analysis, check out Word Up – a comprehensive lexicon of 21st century youth slang featuring an overview of the factors shaping language, literacy, manners, and social interactions, and a guide to bridging communication gaps.

Click here to purchase your copy.

Baby Names Take Religious Roots

Friday, May 31, 2013
Whether intentional or not, religious influence was definitely evident when we compiled the 2013 National Baby Names Report. In fact, more than 1 in 5 boys names (23 in total) in the Top 100 list derive their name from Biblical origins.

Four of the names from the Top 10 boys’ list are derived from Biblical apostles or the Old Testament—Noah (4th), Ethan (5th), Thomas (6th) and James (8th).

Other names in the Top 100 that derive their origin from a religious background include the Biblical apostles Matthew, Andrew, and John plus other Old Testament names such as Joshua, Jacob, Samuel, Isaac, Daniel, Levi, Eli, Elijah, Zachary, Michael, Nathan, Caleb, Jesse, Gabriel, David and Jonathan.

Biblical Old Testament names for girls are also common with Hannah, Abigail, Sarah, Leah and Eve all appearing in the Top 100.

For the first time, the names Ali and Muhammad appear in the Top 100 list for boys reflecting an Islamic influence on baby naming.

Biblical names, along with other traditional European names, are certainly growing in popularity among Australian parents. We are certainly seeing a return to more traditional names:

"I think it will go in waves. There is a real traditional feel to the current list ... and it's not going to be a one-way street of ever more radical names. You will see more of a pendulum effect,” Mark McCrindle said.

The 2013 National Baby Names Report features Australia’s Top 100 Baby Names for both boys and girls. This is Australia’s only national list and analysis of the top baby names that cross Australia’s states and territories.

Download our full report to find out more interesting trends and findings!
Click here to download Baby Names Australia 2013 report

Aussie slang: Top words, phrases, rhymes, and similes

Thursday, May 23, 2013

Aussie SlangThe larrikin spirit manifest in our unique lingo is still going strong. However we are also growing and maturing – as reflected in the relinquishment of outdated slang that comes across as unrefined and perhaps vulgar.

Our iconic national slang is by no means disappearing; it is being reinterpreted with a new sophistication, and without the cringe. It is normal for language to evolve over time; to shift meaning or spelling, to be lost, reinvented and created anew.

Our language and sense of humour provide insight into who we are as a people, and say a lot about our Aussie spirit. Phrases or sayings identified in our survey as encapsulating the Australian spirit included: “you little ripper!”, “she’ll be right, mate”, “no worries”, “I’m a happy little Vegemite” and “good on ya mate for having a go!” Of course, anything ending in “mate” is well regarded!

Here are our Top 5s and the percentage of Australians who use these words and phrases:

Top 5 best Aussie words

Top 5 most love Aussie phrases

Top 5 Aussie Rhyming Slang

Top 5 Aussie Similies

There is a self-conscious cringe factor which sets in with phrases like “dinky-di”, “crikey” and “Aussie Aussie Aussie! Oi oi oi!” When asked why they wouldn’t use some Australian slang, the most common response given by respondents in our research was because it was unrefined or “ocker”.

Other commonly mentioned reasons were that it was rude and offensive, old-fashioned and that respondents simply didn’t know any or what they mean. Other less mentioned reasons included that it was too “bush” and that it just didn’t suit them.

Why we won't use some Australian slang...

Word Up by Mark McCrindle: A lexicon and Guide to Communication in the 21st CenturyFor more information on Australian slang and communication, check out Word Up: A Lexicon and Guide to Communication in the 21st Century by Mark McCrindle, director of McCrindle Research.

Click here to purchase the book.
Click here to visit the website.
Click here to visit our resources page to download and read excerpts of this book and other books.

Sounds, Syllables & Spellings [Baby Names]

Tuesday, May 07, 2013
Our recently released 2013 National Baby Names Report shows the growing preference nation-wide for softer-sounding names for girls and firmer-sounding names for boys.

The Top 20 list of boys’ and girls’ names across Australia shows that over half of girls’ names end in an ‘ah’ sound and 95% end in a vowel or ‘y’. In comparison, only 10% of boys’ in the Top 20 end with a vowel.

The Top 100 list shows that 81% of girls’ names overall end in a vowel or vowel sound (including ‘y’ and ‘ah’ sounds), compared to only 23% of boys’ names overall.

Girls’ names are longer and more flowing compared to the often short and sharp boys’ names.

In the Top 100, 37 girls’ names have 3 or more syllables with 9 of these having 4 syllables—Elizabeth, Angelina, Indiana/ Indianna and Gabriella.

In comparison, there are only 18 boys’ names with 3 or more syllables; only 1 of these, Alexander, has 4 syllables and this will likely be shortened to Alex anyway!

When it comes to single-syllable names, boys lead the way with 14 one-syllable names in the Top 10. This is twice as many as the girls!

Although the trend seems to be gender-relevant names, parents are still opting for unisex names.

Only 1 name in the Top 100, in its unchanged spelling form, Charlie, is commonly considered to be interchangeable between the two sexes—the rest are distinctly boys’ or girls’ names.

Some of the girls names featured in the Top 100 that can also be used as boys’ names are: Harper, Jade and Mackenzie.

On the other hand, parents of girls are using the pool of currently popular boys’ names on a much larger scale, some of these include: Riley, Charlie, Tyler, Bailey, Jordan, Cameron, Ashton, Kai, Jessie, Alex.

The 2013 National Baby Names Report features Australia’s Top 100 Baby Names for both boys and girls. This is Australia’s only national list and analysis of the top baby names that cross Australia’s states and territories. This is especially timely with the Royal Baby due in less than 3 months!

Download our full report to find out more interesting trends and findings!
Click here to download Baby Names Australia 2013 report

What we do and how we do it at McCrindle Research

Tuesday, April 16, 2013

Seven years ago McCrindle Research began in a spare room of Mark and Ruth McCrindle’s house. With a psychology background, market research experience, and a passion to conduct world class research, Mark began the McCrindle Research story. 

Since then we’ve been commissioned by scores of clients, completed hundreds of projects, interviewed thousands of people, analysed hundreds of thousands of online survey responses, and interpreted millions of data points for our demographic summaries. Our research has been disseminated through hundreds of media articles, more than 10,000 of Mark’s books, and more than 100,000 of our acclaimed A5 population maps.

As Australia’s leading data visualisation researchers, our infographics, slide decks, whitepapers and research summaries have been meeting quite a need for world class research and analysis communicated in relevant, innovative ways. Our analytics tells us that they’ve been getting thousands of views and downloads each day. 

So if you are looking to analyse your market, identify consumer segments, understand the demographics, engage with diverse generations, or respond to the emerging trends, then check out our research packs, Mark’s speaking pack or get in contact for a quote. Through commissioned research projects, focus groups and online surveys, demographic reports, strategic workshops, and keynote presentations, we help organisations know the times.

How to speak Stralyan / Aussie slang [INFOGRAPHIC]

Wednesday, January 30, 2013

How to speak Stralyan | Australian language | McCrindle ResearchG'day from the McCrindle Research team! If you're an Aussie, we hope you had a fantastic long weekend.

Last week we posted about a fantastic little downloadable PDF on How to speak Stralyan (Two syllables - that's right!). People loved it so much, we decided to turn it into one of our more easy-to-digest-on-a-screen-infographics!

So c'mon then, scroll down to check out our little ripper of a chart. Share it with your friends and family for a laugh, or add these to your lexicon if you don't already use some of the terms listed!

Click here to download the PDF file or click the infographic below to download the high resolution image file.

How to speak Stralyan | Australian Slang Language Infographic | McCrindle Research

How to Speak Stralyan: The Australian Language from A to Z [INFOGRAPHIC]

Monday, January 14, 2013

How to speak Stralyan | Australian language | McCrindle ResearchNext week is Australia Day - a time to celebrate and reflect on all things Australian. From Tassie to Straddie, from Freo to the Gong, there’s one language we all share. Loved by the Sandgropers, used by the Crow eaters, embraced by the Banana benders and spoken by the Coackroaches and the Mexicans, from the Territorians to the Taswegians the language we know and love is Stralyan. So, Happy Australia Day (and that’s Australia with two, or if you like three syllables, but not four!).

Click here to download the PDF file or click the infographic below to download the high resolution image file.

How to speak Stralyan

Social analysis of the top Google searches of 2012

Wednesday, December 19, 2012

Google icon | McCrindle ResearchThe biggest search engine in the world has just released their top and trending searches of 2012, based on over one trillion searches. From analysis of both local and global trends, here social researcher, Mark McCrindle, unpacks what social insights these lists reveal.

How to Love? ᅵ #1 on the ‘how to’ search list

While this search may be referring to Lil Wayne’s hit song, “How to Love”, it may also be a sign of a deeper question being asked by a generation looking for guidance as their social interactions increasingly move online. Indeed “what is love” is one of the most searched questions as well showing an interest in the profound and a yearning for connection.

What is YOLO? ᅵ #5 on the ‘what is’ search list

People have been inventing slang forever, and while some slang words last for centuries, the slang lexicon is always changing. Each budding generation comes up with its own language or languages, generally used among peers. YOLO (You Only Live One) is a classic example of Gen Z slang that has been birthed through the succinct language style common to texting, tweeting and other online communication. It’s likely many frazzled parents have heard their teenager using this common acronym, before turning to Google for answers. Tbh there are lots of slang they use irl so for a full A to Z, see our resource here.

What is Instagram? ᅵ #7 on the ‘what is’ search list

McCrindle Research recently announced Instagram as The social media site of the year, in our 2012 wrap. The company was purchased by Facebook in April this year for $US1 Billion, and while the photo-sharing app is only two years old (launched in October 2010), it already has over 80 million registered users, over 4 billion photos uploaded (5 million per day) and 575 “likes” per second (Instagram 2012).

Gangnam Style ᅵ #1 in most searched songs, #1 trending searches (AUS), #2 Global trending searches.

Gangnam Style by South Korean rapper PSY is undoubtedly the biggest viral hit of the year. With over 971 million “views”, Gangnam Style holds the Guinness World Record for most liked video in the history of YouTube. Countless videos have been uploaded of Gangnam wanna-bes doing their own version of the dance, with everyone from Brittany Spears to Kevin Rudd giving it their best shot.

Samsung Galaxy S3 ᅵ #2 of Global Consumer Electronics

While the iPhone has always been a strong player in the Smartphone category since its introduction five years ago, this year Samsung packed a serious punch with the Samsung Galaxy S3. Coming in at #2 in Global trending searches, the Samsung was ahead of any other Smartphone. Showing Androids are on the rise, the Nokia Lumia 920 was also on the list.

Kony 2012 ᅵ#9 in trending searches, #3 in ‘what is’ searches

The biggest viral campaign of the year was Kony 2012. The thirty minute film from advocacy group Invisible Children was launched in April 2012. It introduced the world to Joseph Kony and the crimes he and his rebels committed in Uganda. The film has now been viewed almost 100 million times on You Tube (the sites most viral non-profit video ever) and Invisible Children are “liked” by over 3 million Facebook users. However, the inevitable backlash questioned the campaign’s perceived simplification of a highly complex issue.

ASOS and Online Fashion ᅵ#1 in ‘fashion’ searches

Online retail has come into its own in 2012, with British fashion brand ASOS continuing its growth in online retail, attracting over 16.6 million unique visitors a month (ASOS 2012). McCrindle Research (2012) recently found 63% of Aussie shoppers will purchase at least one present online this Christmas, showing all the window displays in the world won’t slow the online shopping trend.

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