Spots & Space

Community snapshots


Community snapshots

The Indian community in Australia

  • One of the fastest-growing communities in Australia, at 74,224 an increase of 50.1 % from the 2006 to 2011 census (ABS Census 2011)
  • 382,839 speak an Indian language in the home (ABS Census 2011)
  • Accounted for the most permanent migrants in 2011-2012
  • Business migration, skilled migration, tertiary study and family reunions are driving the numbers
  • Multiple countries of origin: India, Fiji, Bangladesh, Pakistan, Nepal
  • Young: more than 40% aged 25-44 years compared to 28% of Australian-born.

Key insight: Although proficiency in English is excellent, the unique and vibrant Indian culture is not reflected in mainstream media. This is why the Indian community supports 11 TV channels, 4 full time radio stations, nine monthly community papers and a national fortnightly paper running to 84 pages. Ask us which channels would be most effective for your product or service.

For more detailed metrics and consumption habits contact us


The Chinese community in Australia

650,930 speak a Chinese language in the home (ABS Census, 2011)

Now the largest migrant group in Australia and still growing rapidly. Chinese speakers in Australia come from multiple countries of origin including China, Hong Kong, Taiwan, Singapore, Malaysia and Indonesia.

Key Insight: Since the early 1990s the majority of Chinese have come to Australia under the Business Skills Migration Scheme. To be eligible, applicants must demonstrate they can operate a business in Australia for a minimum of two years before they may gain permanent residency.

The Vietnamese community in Australia

More than 200,000 Vietnam-born living in Australia

  • First wave of migrants came as refugees from the mid-1970s
  • In recent years migrants are entering Australia as skilled migrants
  • Aspirational community who put a premium on education and job security

Key insight: Per capital earnings in Australia are 10 x more than in Vietnam. Migration from Vietnam is economically-driven with nearly a third of tertiary educated Vietnamese migrating to France, America, Canada or Australia. Remittances back to Vietnam were $5 Billion (USD) in 2016.


The Filipino community in Australia

Seventh largest migrant community in Australia with 183,000 Filipino-born living in Australia at the last census (2011)

  • Majority enter Australia as employer-sponsored skilled labour particularly in the mining industry, (22%) and professions (18%), including registered nurses.
  • Labour force participation rate is 74%, well above the national average

Key Insight: Because the community is geographically-dispersed throughout Australia, web-based marketing, and in-language radio are cost-effective ways of targeting Filipino in Australia.