Making Sense of the Census

Friday, August 05, 2016

It comes around once every five years and next Tuesday night, the census will count 10 million dwellings, making it the biggest in history. While the information helps to piece together where we live and what we do, changes to this year’s survey have sparked concerns over privacy. But that isn’t the only change. Faith is now in the spotlight with experts predicting Australia could be losing it’s religion.

How is this year’s census different?

The big change is the number of people expected to fill out the census form online or on a device. Such as this era five years ago, it was available as an e-census but less than one third filled it in that way. This year it is expected that more than two thirds will go for the online version.

How have the questions changed?

The religion question has changed, it used to list all the different religions and denominations and at the very bottom it said ‘no religion’. ‘No religion’ is now going to be the first option because a lot of people are going to select that. Nonetheless, as last time (where 61% chose Christianity in one form or another) it will probably be in the majority, but may fall a little bit.

For the first time the ABS is keeping some personal data, what about privacy?

People do worry about privacy and those names and details being kept for four years, but it’s for further ongoing analysis of where people live or how they move, age or people born in a certain year and further analysis of the data. The ABS or the Census have a pretty good track record of data security and I’ve even looked up the Census Act and there are serious penalties for people who in any way reveal data, so I think we can relax that it will be kept secure.

Are There are going to be new jobs included that weren’t there before?

If we even think of the five years since the last census, jobs like App Developer, Cyber Security Professional or Drone Pilot are new jobs that have emerged. I’m sure we will find a lot more jobs rather than just teacher and nurse in the Census under your occupation this year.

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.

Digital Thumbprint; Social Media Trends Study

Monday, July 04, 2016

We were delighted to have been commissioned by Optus to conduct research into the increased use and implications of online selfies with a focus on the role played by parents in guiding their children’s online behaviour. This national research has been launched in partnership with Optus and their Digital Thumbprint Education Program, and revealed some interesting insights into the attitudes of Australia's next generations towards online safety and selfie regret.

Social media has taken the world by storm, with Facebook reaching 1 billion active users in 6 years. Today, Facebook has already exceeded the population of China at 1.4 billion users, while YouTube boasts 4 billion views per day. The report reveals that young adults (aged 18-25) and parents in Australia share in this statistic, with over 9 in 10 (93% and 92% respectively) of those who have at least one active social media account being active on Facebook.

The research found that one in four parents (25%) own a social media account to monitor their child’s online activities.

It also found that teens say they obsessively compare their life and achievements with others, with one in three admitting they regretted one or more selfies they had shared online. A quarter of 18 to 25-year-olds said they were affected by FOMO – the fear of missing out – and so were hooked on social media. 

"While at first it may seem self-obsessed to put photos up on Instagram of yet another selfie or the lunch we are about to eat, there is actually more to it than that. Individuals are taking photos of themselves to share their experience with others – it’s keeping in touch, trying to connect and communicate.” - Mark McCrindle.

 Find out more about the findings of the study in the below infographic:

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.

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