From Diversity Comes Innovation and Growth
Social, Generational and Broader Demographic Matters in Sport
Bernard Salt
11 May 2015
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The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
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Sydney
Melbourne
Hobart
Adelaide
Perth
Darwin
Brisbane
Canberra
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
Australians have always been driven by lifestyle
Areas of high population growth (>2% pa) and loss (<-1% pa) between 1992 and 2014
WINNERS
LOSERS
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
The outlook is for steady elevated growth in South Australia
Components of population growth from 1982 to 2032 in South Australia
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
2014 2025
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
South Australia is an Anglo-Mediterranean-Asian-Indian fusion culture
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
United Kingdom122,300
1
New Zealand12,900
5
China15,900
4
India18,700
3
Italy20,7002
Top 10 population by country of birth in South Australia at the 2011 Census
9Philippines225,000
Vietnam12,000
6
Greece9,800
8
Netherlands7,300
Germany11,4007
10
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
New acronyms for our newest tribes
PUMCINS …
→ Professional Urban Middle Class In Nice Suburbs
…NETTELs
←Not Enough Time To Enjoy Life
KIPPERS …
→ Kids In Parents Pockets Eroding Retirement Savings
…LOMBARDS
←Lots Of Money But A Real Dickhead
Source: KPMG Demographics
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
It’s lifestyle, resources and commuting that drives population growth
Percentage growth in population over 12 months to June 2014 for the 100 largest significant urban areas (SUA) in Australia
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
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Melton
Ellenbrook
Kalgoorlie-Boulder
46. Victor Harbor-Goolwa 72. Mount Gambier52. Port Lincoln 78. Whyalla53. Adelaide 85. Port Pirie61. Murray Bridge 95. Port Augusta
Moe-Newborough
Karratha
Grafton
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Adelaide has a culture of volunteering and most likely in sporting activities
* Excludes suburbs with total population less than 1,000
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
Per cent comparison of selected social indicators in Adelaide at the 2011 Census
Volunteers*
Birdwood 34%
Stirling 34%
Aldgate 34%
Netherby 31%
Bridgewater 31%
Tusmore 31%
Eden Hills 31%
Crafers 30%
Glenalta 30%
Burton 9%
Australian avg. 19%
20-29*
Adelaide 41%
Bedford Park 35%
Kent Town 29%
Kurralta Park 27%
Munno Para West 27%
North Adelaide 25%
Brompton 23%
Norwood 23%
Wayville 23%
Stirling 6%
Australian avg. 14%
Belief*
Newton 85%
Waterloo Corner 85%
Fulham Gardens 85%
Kidman Park 84%
Netley 83%
Croydon Park 83%
Findon 82%
Ferryden Park 81%
Hectorville 81%
Sellicks Beach 51%
Australian avg. 75%
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Men lean towards team sports whereas women often choose individual leisure activities possibly with friends
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
Sports and physical activities participated in by Australians by sex in 2013 - 2014 Population (‘000)
Fitness/GymWalking
Jogging/Running
Yoga
Pilates
Netball
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Net change in South Australian population by 5-year age group over 10 years to 2013 and 10 years to 2023
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
The emphasis on sport in South Australia will shift to children, to young parents and to active grandparents
-10,000
-5,000
-
5,000
10,000
15,000
20,000
25,000
30,000
0-4 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+
2003-2013: 0.15 million (1.52m to 1.67m)
Kids & teenagers
School & sports
Active retirees
Volunteers & supportersCoaches & sponsors
Mature adultsYoung adults
Team sports & social
2013-2023: 0.17 million (1.67m to 1.85m)
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Increasing life expectancy is creating new stages of the lifecycle … and new sporting opportunities later in life
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
0 9010 20 30 40 50 60 70 80
Child Adult Old
1934
Child Teen OldAdult
1974 71
Child Adolescence Lifestyle OldRetired2014
Adult82
63
Change in life expectancy over 80 years in Australia
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
From Boomers to Xers and Ys … and finally to Zeds
Source: KPMG Demographics
Forgotten generation
Wrong place … wrong time
No workplace guilt
Angsty about Ys
XGENERATION
■ Born 1965 – 1982
■ Today 32 – 49
Hierarchical
Indulged their kids
Depression era parents
Sandwich generation
BABYBOOMERS
■ Born 1946 – 1964
■ Today 50 – 68
YGENERATION
Special … bubble-wrap
Chaotic connection
Entrepreneurials
Disappointed generation?
■ Born 1983 – 2000
■ Today 14 – 31
Parents results-oriented
Youth in straitened times
Highly educated, global
Pragmatists … fixers
ZGENERATION
■ Born 2001 – 2019
■ Today 0 – 13
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
There has been a shift in the Australian economy towards knowledge workers
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6 years February 2009 – up 1.4m (9.4m – 10.8m)
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Healthcare & Social Assistance
Professionals & Sciences
EducationAccommodation
& Food
6 years February 2015 – up 1.0m (10.8m – 11.8m)
-100,000
-50,000
0
50,000
100,000
150,000
200,000
250,000
300,000
Co
nst
ruct
ion
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Sporting jobs that are rising … and falling
Net change in sports-related occupations in Australia over 5 years to 2011
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
Occupation 20112006-11
%Occupation 2011
2006-11%
Other Sports Coach or Instructor (basketball, cricket, football)
4,990 44% Horse Riding Coach or Instructor 700 16%
Sports Umpire 3,290 38% Tennis Coach 2,430 13%
Swimming Coach or Instructor 10,280 36% Footballer 1,610 11%
Sportspersons (athletes, tennis players, cyclists, cricketers, surfers, racing drivers)
990 26% Sports Centre Manager 3,580 5%
Gymnastics Coach or Instructor 2,510 23% Snowsport Instructor 550 -4%
Sports Administrator 2,270 19% Jockey 590 -9%
Sports Development Officer 1,070 19% Golfer 1,090 -10%
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Source: KPMG Demographics
Why sport is so central to the Australian lifestyle
Sport in communities delivers social cohesion and a strong sense of community … it also delivers physical wellbeing
Australia’s ethnic mix is changing from Anglo-Mediterranean to an Anglo-Mediterranean-Asian fusion … this new culture may not value sport which would present challenges for the development of “premium” athletes
Ageing of the population creates opportunities for new sporting/leisure pursuits … bowls, bush-walking … as well as scope for sporting involvement … umpires, sponsors, coaches, volunteers
The rise of knowledge work and the demise of labouring work might mean an expansion into sport, leisure and creative pursuits … activity delivers unity
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
Introducing Adelaide’s bachelor hotspot …
Source: Based on Australian Bureau of Statistics data; KPMG Demographics
Hotspot suburbs for single men and women aged 25-34
at the 2011 CensusVale Park1.56:1
Trinity Gardens
Glenside1.34:1
© 2015 KPMG, an Australian partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
The KPMG name, logo and "cutting through complexity" are registered trademarks or trademarks of KPMG International Cooperative ("KPMG International"). Liability limited by a scheme approved under Professional Standards Legislation.
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