How effective Demographic Analysis can transform your business

Thursday, June 30, 2016

Numbers and people have long been two of the most important aspects of an organisation. Demographics is the merging of these two fundamentals and has a direct impact on the ability of organisations to effectively engage their clients and staff.

Why Demographic Analysis?

Demographic analysis gives insight into the age, sex and geographic composition of a population. There are many other characteristics of a population that can also be explored such as household income, employment status and educational background. Whilst it may be seemingly broad in scope, it is an essential first step to understanding your clients and staff.

Are your clientele predominantly Generation Y or are they Baby Boomers, are they in the higher income brackets or of lower socio economics? Asking these questions allows you to delve deeper into how to tailor your offering to your target market. Demographic shifts in society directly impact upon an organisation’s ability to shape their marketing, products and services to best suit their clients. Densification, mobility, purchasing behaviours, technology use, media consumption – these are all key measures which demographic and market analysis will help you understand.

In a constantly changing society, demographic analysis provides insight and visibility into the otherwise unseeable influences on our organisations and businesses.

Some McCrindle examples:



At McCrindle we are engaged by some of the leading brands and most effective organisations across Australia and internationally to help them understand the ever-changing external environment in which they operate and to assist them in identifying and responding to the key trends.

For us research is not a list of survey methods but a passion to find answers. It is more than a matter of questionnaires and focus groups – it is a quest to make the unknown known. The best research clarifies the complex and reveals insights in a way that can be seen and not just read.

Only when the findings are visually displayed, engagingly presented and strategically workshopped can they have maximum impact – and be implemented effectively.

The Optus Renter of the Future Report

Monday, January 11, 2016

We were delighted to have been commissioned by Optus to uncover the attitudes, behaviours and technology trends of Australian renters, to develop the Renter of the Future Report. This national research has been launched in partnership with Optus and their Home Wireless Broadband Internet offering, and revealed some interesting insights into who is renting, what defines their situation and what they are looking for in a rental property.

The report highlights that 3 in 10 renters are 'choice renters'. “There’s this idea that the great Aussie dream is to move into a home that you own and if you haven’t done that then the dream hasn’t come true for you. But with generational change that’s just not true. You’ve got a lot of people who are the choice renters because they prefer the lifestyle. And they themselves might be landlords so financially they’re rocketing ahead." - Mark McCrindle.

30% of Australians rent - that's more than own their own home outright and they are twice as likely to be living in medium and high density housing than the average Australian, are almost years younger, and move much more frequently - on average every 1.8 years.

Renters are also tech-savvy, the study showed. “Renters comprise nearly a third of Australian households. For the modern Aussie renter technology underpins and has become completely fused with their lifestyle. This group is among the first to jump onto new technologies, keeping abreast of the latest trends and, where possible, the latest devices. Accessing the internet quickly from their new rental property is a must for them." - Mark McCrindle.

Highlighting the lifestyle aspects that Australians renters seek, the top 3 best things they like about renting are:

  1. The ability to change locations easily (38%)
  2. Easier to upsize or downsize as needed (24%)
  3. Flexibility to travel for extended periods of time (18%)

When asked to list their top five lifestyle features in a home, Aussies revealed what is most important to them in a rental property:

  1. Parking (38%)
  2. Pet-friendly (32%)
  3. Cable internet (31%)
  4. A strong mobile signal (25%)
  5. Number of power points in a room (22%)

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

This research in the media

Welcome to our blog...

We have a passion for research that tells a story, that can be presented visually, that brings about change and improves organisations. And we hope these resources help you know the times.

Our Social Media Sites

Facebook | McCrindle Research Social Media YouTube | McCrindle Research Social Media Twitter | McCrindle Research Social Media Flickr | McCrindle Research Social Media Pinterest | McCrindle Research Social Media Google Plus | McCrindle Research Social Media LinkedIn | McCrindle Research Social Media Mark McCrindle Slideshare

Last 150 Articles


entrepreneur learn pharmacy work mates Australian Census world youth day Sydney 2016 Australian schools staff wealth distribution January 26th environment parenting FPA internship weather youth wellbeing google teachers 2020 marketing New Zeland mythbusters REIV Conference demographics church Charlotte eliane miles professional speaker housing market neutral bay urban experience gender children urban living index sector wide study group Wodonga New South Wales repayments trend tuesday mentor university degree capital cities average aussie entrepreneurial workplace friendship environmental scanning office space sunburnt country 2017 research etiquette 1975 employers researcher Financial Planning Association suburbs Aussies shifts darwin financial independence ACF 2016 aussie culture employment mythbusting stats greatness schools customer victoria year 12 home bondi workforce engage financial rental stress affordable product infographic world 1994 Mark McCrindle mortgage prince george social commentary house prices weekly earnings Australian Trends wealth communicate brand population milestone high density teach generational trends research visualisation marriages Channel 7 fresh moderators guide relational poor financial future NSW wolloomooloo sector Assistant Store Manager lalor park Australian Dream future proofing builders Australians publication global qualitative research NEETs trends South Australia women household income data family data visualisation omnibus organisational culture McCrindle Speakers analysis office engagement local communities personalities award cancelling plans education future school DESTEL social researcher Queensland Wagga Wagga cancel plans royal family medicine Generation Y food TDE video suburban living outsourcing Population Clock cancelling event living friends list generation Z winter kate middleton millenials Royals Word Up social trends digital society trends wage collaborative dreaming teaching tips challenge mccrindle research 10 years sports meals mccrindle summer Australian Communities Trends demographic teacher 24,000,000 PSI tea thought leadership conference EFF waverton social change social research small business goal Caregiver communication Gen Y hello fresh REIV National Conference house collaboration vegemite cash public holiday budget education ashley fell land of the middle class socialising royal baby water education sector eliane survey design nfp slideshare sydneysiders focus groups baby boom community engagement geomapping Engineering Manager Australian Bureau of Statistics World Water Day learning styles optus my business awards earn life media release baby boomers Valentine’s Day Financial Planning Week Christmas lunch marrickville Canberra 2015 sentiments WA Northern Territory ethnography grandparents interactive mobile commute teleworking Financial Planning Association of Australia national wealth cost of living mover and shaker Deaths conference speaker owning a home wages optus new york times Real Estate Institute of Victoria sydney event deloitte state sustainable in depth interviews young australians perth social commentator crows nest huffington post trend millionth System's Architect Crime Rates Northern Beaches demographic transformations monarchy participants social enquiry society happiness training staying in cartodb typical australian The ABC of XYZ easter religion shbc global financial crisis shopper's pick brands newspaper housing trends millennials personal growth networking paying to work define Christmas season renter of the future hobart renting supply and demand brisbane national crime rates going out Netflix divorce rate megatrends aged care educhat australian communities forum social life 2014 wealth and income social shifts Christchurch vegetarian Australian Home snapshot coffee baby name trends The Daily Edition investor authenticity social researchers TAS australian social research economy tertiary education bureau daily telegraph 1980 innovation Love moreton bay futurist innovative baby village Bathburst research pack housing house price baby name predictions pyrmont learning 24 million ACF thrive Tasmania SMSF retirement earnings global generations social impact Northern beaches Event leadership faux-cilising education research crime father's day socialites litter rain forecast rich priorities tv affordability sydneycity families in the media mother's day economic 40 million population holiday overcast fears middle class dare to dream infographic wall internships pharmacies charity resilience woolworths gen z blaxland Scouts housing affordability emerging generations intern parents insight year 7 tuesday potts point demographic trends program mccrindle tea baby name generation alpha skills facts Queensland: QLD criminal news quote home ownership learner students education future report dessert community local trends of 2017 ideas Hornsby Shire Council hopes equip resource stay home growing population media clothing Do It Yourself 1968 townhouses group session property market child care Real Estate Northern Beaches Christian School office opening follow social focus group rule keeper population growth census panel entrepreneurs of today business index hornsby cloudy days online capital city christianity rising house prices financial dreams rise of local media commentary ultimo graphs future-proof GPO ACT identity generation statistics menai leader presentation men ABS dream keynote consumer narcissism workplace culture australian communities trends report royal business social lives national private wealth states optimistic the changing face of cultural diversity christmas Melbourne Gen X internet households Tuesday Trends not-for-profit VIC responsive career visual high density apartments social media February 16 future speakers Geoff Brailey offenders meetings energy 2012 motivate mining boom logan aged care puzzle trends of 2016 sector wide ageing population cold IT Specialists media activity residents Channel Seven post rationalism research data Christmas presents CBD hills shire Tuesday Trend brand experience storytelling plans increasing densification "know the times" poker master Sydney keynote speaker insights work forecasting DIY click Births high density living gold coast sun daily commute public speaking Western Australia spend Merry Christmas jobs of the future social analysis Kiwi urban taskforce anzac survey long weekend schools students Aussie divorce government data analyst future of work google for education tableau mateship debate Australian communities Australia Day 2017 tattoos volunteers shopping presentations transport names future of education norwest emerging trends seasons conference presentation market research online shopping goals Wellington educated not for profit FOMO Research Executive future proof research services visualisation selfie healthy future domestic royal influence sunny days urban living leadership workshop sydney speaker gen alpha holidays entertainment growth demographer unaffordable New Zealand home owner recap rent apartment property price Education Future Forum wealth and income distribution twentyseventeen change salary NT school satisfaction area safe 23 million Australian demographics workshop mccrindle in the media conferences real curiosity keynote speaker communications unemployment faux-cilise technology property know the times young people low density jobs earning Social Trend cars study annual income case study wedding balance communities marriage culture work-life student trends analyst JOMO non profit events ease of travel Australian Families forum careers proactive investment language Territory toys baby names city investing SA emerging technologies australians staying home more HSC generations easy rider acf15 ageing report cooking winter blues community event the australian dream ipswich lifestyle buildings manly school students suburb English professional celebration Generation X faux-ciliser Res Vis results new office event youth unemployment australia cost housing growth alpha politics population map Adelaide princess charlotte relevant finance consumerism house price rise organisations couple Kirsten Brewer Australia Day ashley mckenzie 2013 Duchess of Cambridge university professional development Myth debt high school