While Australia may have a big brand presence globally, it’s often forgotten that it’s a relatively small market of 26 million people. This has significant cost implications if you’re not careful – a few minor tweaks to your sample frame can create big savings without compromising the robustness of your research. If you’re looking for Australian sample, request a quote from Pureprofile.
Here are three things to think about when commissioning Australian online market research panels:
1. How important are breakdowns by Australia’s smaller states and territories to your study?
To deliver properly nationally representative at a 95% confidence level requires 1295 survey completes (see sample frame at the bottom of this article). The smaller states and territories of the Australian Capital Territory (ACT), Northern Territory (NT), and Tasmania (TAS) represent just 1.6%, 0.9%, and 0.9% of Australia’s population respectively. Combining these quotas with their neighboring states can have a profound effect on cost and time in the field, without impacting the robustness of results and still being nationally representative. The combinations we recommend are ACT/NSW, NT/SA, and TAS/VIC. Always ask about these options when commissioning Australian sample.
2. Will the Eastern seaboard suffice?
The majority of Australia’s population is located on the East coast, and Australian city dwellers are fairly homogeneous across Australian cities, as are regional Australians throughout country Australia. Depending on the type of study being undertaken, it may be viable to run the study on the Eastern seaboard only – that means the states of Victoria, New South Wales, and Queensland, with metro/regional splits, or even just Sydney, Melbourne, Brisbane if the metro/regional split is not required.
3. Beware the global panel mark-up
As Australia is a small market with a limited number of panelists, many of the large global providers choose not to invest in their proprietary Australian panel, and instead will commission local panel providers which they then mark-up by as much as 50%. You can save significant cost by reaching out to local Australian panel providers directly.
If you’re looking for an Australian online market research panel, we’d love to hear from you.
Pureprofile has been Australia and New Zealand’s leading online panel provider since pioneering the industry in 2002. We have continually invested in panelist acquisition and retention over those 16 years to afford us the most active panel in the region. Headquartered in Sydney, with local offices in 7 markets, including London, New York, and Mumbai, we have 24/7 coverage and client service teams that will look after you no matter your time zone.
Australian Demographic Splits
| Age | Gender | Location | |||
| MALE | 49.30% | 15-17 | 4.44% | NSW | 31.98% |
| FEMALE | 50.70% | 18-24 | 11.68% | VIC | 25.61% |
| 25-29 | 9.09% | QLD | 20.03% | ||
| 30-34 | 9.10% | SA | 7.04% | ||
| 35-39 | 8.24% | WA | 10.53% | ||
| 40-44 | 8.26% | ACT | 1.67% | ||
| 45-49 | 8.21% | TAS | 2.13% | ||
| 50-54 | 7.88% | NT | 1.00% | ||
| 55-59 | 7.56% | ||||
| 60-64 | 6.71% | ||||
| 65+ | 18.83% | ||||
Based on Estimated Resident Population (ERP) Sep 2016
| 1. NSW | 2. VIC | 3. QLD | 4. SA | 5. WA | 6. TAS | 7. NT | 8. ACT | Grand Total | |
| F | |||||||||
| 15-17 | 0.68% | 0.53% | 0.46% | 0.15% | 0.23% | 0.05% | 0.02% | 0.03% | 2.15% |
| 18-24 | 1.81% | 1.52% | 1.17% | 0.39% | 0.58% | 0.11% | 0.06% | 0.11% | 5.76% |
| 25-29 | 1.47% | 1.24% | 0.89% | 0.29% | 0.50% | 0.08% | 0.06% | 0.09% | 4.62% |
| 30-34 | 1.47% | 1.23% | 0.88% | 0.29% | 0.51% | 0.08% | 0.06% | 0.09% | 4.60% |
| 35-39 | 1.32% | 1.07% | 0.81% | 0.27% | 0.45% | 0.08% | 0.05% | 0.08% | 4.12% |
| 40-44 | 1.32% | 1.06% | 0.85% | 0.27% | 0.44% | 0.08% | 0.04% | 0.07% | 4.14% |
| 45-49 | 1.31% | 1.08% | 0.86% | 0.29% | 0.44% | 0.09% | 0.04% | 0.07% | 4.18% |
| 50-54 | 1.27% | 1.00% | 0.81% | 0.29% | 0.42% | 0.09% | 0.04% | 0.06% | 3.98% |
| 55-59 | 1.24% | 0.96% | 0.77% | 0.29% | 0.39% | 0.10% | 0.03% | 0.06% | 3.84% |
| 60-64 | 1.10% | 0.85% | 0.68% | 0.26% | 0.35% | 0.09% | 0.03% | 0.05% | 3.40% |
| 65+ | 3.32% | 2.55% | 1.92% | 0.83% | 0.93% | 0.26% | 0.04% | 0.14% | 9.99% |
| F Total | 16.30% | 13.10% | 10.09% | 3.64% | 5.25% | 1.10% | 0.47% | 0.85% | 50.79% |
| M | |||||||||
| 15-17 | 0.72% | 0.56% | 0.48% | 0.16% | 0.24% | 0.05% | 0.02% | 0.03% | 2.26% |
| 18-24 | 1.88% | 1.59% | 1.20% | 0.41% | 0.62% | 0.12% | 0.06% | 0.12% | 6.00% |
| 25-29 | 1.47% | 1.24% | 0.88% | 0.30% | 0.52% | 0.08% | 0.06% | 0.09% | 4.63% |
| 30-34 | 1.44% | 1.20% | 0.86% | 0.29% | 0.53% | 0.08% | 0.06% | 0.09% | 4.55% |
| 35-39 | 1.31% | 1.07% | 0.79% | 0.27% | 0.46% | 0.07% | 0.05% | 0.08% | 4.10% |
| 40-44 | 1.30% | 1.04% | 0.82% | 0.27% | 0.45% | 0.08% | 0.05% | 0.07% | 4.08% |
| 45-49 | 1.24% | 1.02% | 0.82% | 0.29% | 0.45% | 0.09% | 0.04% | 0.07% | 4.01% |
| 50-54 | 1.23% | 0.96% | 0.78% | 0.28% | 0.42% | 0.09% | 0.04% | 0.06% | 3.86% |
| 55-59 | 1.19% | 0.91% | 0.74% | 0.28% | 0.39% | 0.09% | 0.04% | 0.06% | 3.69% |
| 60-64 | 1.05% | 0.80% | 0.65% | 0.25% | 0.33% | 0.09% | 0.03% | 0.05% | 3.25% |
| 65+ | 2.90% | 2.20% | 1.73% | 0.71% | 0.84% | 0.23% | 0.05% | 0.12% | 8.77% |
| M Total | 15.74% | 12.60% | 9.74% | 3.51% | 5.24% | 1.05% | 0.50% | 0.82% | 49.21% |
