Every 5 years the whole of Australia sits down after dinner to complete their household census (well maybe not everyone this year!). Love or hate it, the data that the ABS collects can be extremely useful to you and your business, especially if you know where to find the data and how to correctly interpret it.
To help you pull out the data that is most crucial to your small business we have collated 3 pieces of data that could be most useful, particularly from a sales and marketing perspective.
Quickstats are a great way to get an overview of a certain suburb/area that you may be looking to market to. The stats provide great information including;
- How many people live in the area
- Male/Female breakdown
- The number of families
- Average number of children per household, and
- A multitude of household spending data.
To browse through Quickstats, click here.
If you are looking for something a little more in-depth, then Community Profiles can provide you with more complex data.
From a marketing perspective, determining whether your target market is situated in a particular area can help you to focus in on what segments of the market to target. For example, if you had a small party planning business that you wanted to market to in Darlinghurst, but the census data concludes that there are predominately singles living in that area, then you may want to re-think your marketing strategy, or re-develop your ideal client.
To access Community Profiles, click here.
Stories from the Census
If you are more of an analytical being, and don’t do well with the whole numbers thing, then Stories from the census is for you! The ABS has created a resource full of articles that interprets and makes projections based on the census data.
These articles can provide you with a wealth of information, particularly if you want to focus on outlooks and trends, which will help you to tailor your marketing plan accordingly.
An example as to how these articles may be helpful is, if you were say the owner of a real estate agency, and you wanted to target people who were likely to move into the areas that you service, you could use the projection articles to try and determine where the best value would be to spend your marketing dollars.
To access the Analytical Articles, click here.
As you can see the Census can provide business owners with an unlimited amount of data and information. Should you want to tailor your marketing strategy to include this type of statistical information, please contact us.