Spots & Space

Community Snapshots


Community snapshots

The Indian community in Australia

  • One of the fastest-growing communities in Australia, Australia’s Indian community has grown from 455,388 to 673,352 in the four years to 2021 (ABS Census 2021)
  • Indian migrants are the most highly educated of all Australians with 54.6% holding a bachelor degree or higher
  • Accounted for the most permanent migrants in 2016 to 2021
  • Business migration, skilled migration, tertiary study and family reunions are driving the numbers
  • Punjabi has made it into the top 10 languages spoken in Australia (2021 Census)

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 20 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

Chinese born number 40,063, up 7.9% since the 2016 census. (Census, 2021)
Now the second 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.

Chinese Australians record high levels of educational attainment that match and surpass the national average. With a high degree of upward academic and socioeconomic advancement and achievement, Chinese Australians are among the most well-educated groups in Australia and comprise a large percentage of Australia’s upper-middle class

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

38,642 Vietnamese speaking in Australia which has increased 17.6% in the years between 2016-2021. (Census, 2021)

  • 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

Now the third largest migrant community in Australia with 61,506 Filipino speaking in Australia which has increased 26.5% between 2016-2021. (Census, 2021)

  • 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.


Arabic speakers in Australia

According to the latest census there are 367,159 Arabic speakers in Australia, more than half (58.6%) of Arabic speakers were born overseas with the most common countries of birth were Lebanon (20.4%), Iraq (12.0%) and Egypt (7.6%). (Census, 2021)

  • Highly diverse population from multiple countries of origin (22)
  • Lebanon, Iraq and Egypt make up the three largest country of origin groupings

Key Insight: The identity of Arabic-speaking Australians, as with many immigrant communities, is complex and multifaceted. It is influenced by a range of factors, including their settlement experience in Australia and their own identification with, and attachment to, their country of origin, their religion, their distinct ethnicity and their language