IDENTITY understands your customers

%

One in three people in Sydney speak a language other than English at home.

%

The top 6 languages (other than English) spoken in Sydney account for almost half of the non-English speaking population.

%

Seven in 10 residents in Fairfield and Auburn local government areas speak a language other than English.

%

The number of Mandarin speakers in Australia increased by 53% between the 2006 and 2011 Census.

Top 10 Multicultural LGAs in NSW

More than half of the population in these local government areas (LGAs) speak a language other than English at home. All are in metropolitan Sydney and most are located in Sydney’s West.

  • Auburn 71.6%
  • Fairfield 70.4%
  • Canterbury 64.4%
  • Strathfield 61.2%
  • Burwood 59.6%
  • Bankstown 55.2%
  • Rockdale 54.7%
  • Holroyd 51.5%
  • Parramatta 50.7%
  • Liverpool 50.3%

High concentration

One in three (35%) of Vietnamese speakers in Sydney live in just three postcodes: Cabramatta, Bankstown and Fairfield.

Q: “Are there more channels than just press and radio to reach multicultural audiences?”

A: “Definitely. We can open up more efficient and cost effective channels such as digital, social, mobile and search.”

Digital and Social

India is poised to become the world's #1 Facebook country by 2017 with 145.9m people on Facebook.

Chinese social media

WeChat is China's most popular social media platform. One influential Sydney-based WeChat account has over 400,000 followers. Facebook is banned in China.