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Changing Times, Changing Trends: 7 Social & Demographic Trends Defining Australia Today. WSAA Members’ Meeting Mark McCrindle Tuesday 14 February 2012. Technology Timeline. 1956 TV in Australia. 1991 WWW launched. 13 years to reach 50 million. 4 years to reach 50 million. 2011

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Presentation Transcript
slide1

Changing Times, Changing Trends:

7 Social & Demographic Trends Defining Australia Today.

WSAA Members’ Meeting

Mark McCrindle

Tuesday 14 February 2012

slide2

Technology Timeline

1956

TV in Australia

1991

WWW launched

13 years to reach

50 million

4 years to reach

50 million

2011

Rebecca Black “Friday” video

2006

Facebook opens

12 months to reach

50 million

12 days to reach

50 million

slide3

Technology Timeline

1982

Commodore 64 launched

2010

iPad launched

1 million soldin 4 years

1million sold

In 4 weeks

2010

Pacman anniversary

1980

Pacman launched

Google logo:126 million play inone day

Game sells 7 million

trend 1

Trend #1

Changing Population

today 1 retiree 5 workers 2050 1 retiree 2 7 workers

Changing workforce

Today:1 retiree : 5 workers

2050: 1 retiree : 2.7 workers

2010: Total population increase: 370,000

Working age population increase: 170,000

changing population 5 key factors
Population ageing & growing

Workforce ageing & shrinking

Economic shifts

Cultural diversity

Increasing mobility

Changing population: 5 key factors

www.mccrindle.com.au

trend 2

Trend #2

Transitioning Generations

slide22

Speaking Gen Z:

A quiz

dis

chron

soz

defs

‘rents

epic

foshizzle

confuzzled

chillax

hectic

lol

rofluts

bff

all g

trend 3

Trend #3

Consumer Lifestages

slide24

Family

2011

2014

Fastest Growing

slide25

Timeline

Traditionally:

Education Career Retirement

Today:

Ed 1 Career 1 Ed 2 Career 2 Career 3

Ed 3 Career 4Semi-Retirement Work Retirement

slide26

1972

2012

bye bye aussie dream

Gen Y:

Housing

Food

Transport

Clothing

Education

Health insurance

Mobile phone

Internet

Consumer electronics…

Bye Bye Aussie Dream?

Baby Boomers:

Housing

Food

Transport

Clothing

trend 4

Trend #4

Customer Influences

slide29

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

slide30

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

slide31

iPhone

iPad

GPS

slide32

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

slide34

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

slide36

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Short-term wants

slide38

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Short-term wants

Process

slide40

Tradition

Reputation

Sit & Listen

Long-term needs

Content

Authority

Innovation

Recommendation

Try & See

Short-term wants

Process

Authenticity

trend 5

Trend #5

Changing Structures

post structural 5 defining characteristics
Churn, change, mobility

Options & fragmentation

From experts to social networks

Creators, collaborators, UGC

Multi-taskers & message-screeners

Post-structural: 5 defining characteristics

www.mccrindle.com.au

slide46

L

FINANCE

OPERATIONS

MARKETING

slide47

L

L

L

L

L

L

L

L

trend 6

Trend #6

Changed Communication

trend 7

Trend #7

Customer Engagement

slide63

SEEKERS

EMBRACERS

HECKLERS

AGREE-ERS

www.mccrindle.com.au

Post Rational: cognitive-emotive engagement

+

EMOTIVE

-

-

+

COGNITIVE