The largest and longest-running Chinese language newspaper in Australia, Sing Tao Daily went into liquidation on Thursday, ending its 38-year legacy and adding uncertainty to the diversity and independence of the Chinese- language media in the country.
The sudden closure of the local publication that formed part of 16 overseas editions of Hong Kong’s second-largest Chinese-language newspaper comes as Australia’s largest non-English language community is overwhelmingly embracing digital media, including popular social media platform WeChat.
With a circulation of more than 15,300 for weekdays and 25,000 for the Saturday paper nationally, according to Dentsu Aegis, Sing Tao had also been facing criticism globally for being influenced by the Chinese Communist Party.
An ASIC notice confirmed the liquidation of Sing Tao News papers Pty Ltd, while the global group described the move as part of its business adjustment to adapt to the operational environment, adding they also planned to boost other overseas businesses.
More than 20 staff in its only remaining office in Sydney were reportedly left in shock when they turned up to work late last week, with many concerned about their unpaid benefits as they were told the liquidation process would probably take up to three months.
“Sing Tao is not just any other publication; it’s an icon in the local multicultural media landscape,” said Thang Ngo, managing director of Australia’s leading multicultural marketing agency, Identity Communications.
“The loss of Sing Tao and other local Chinese-language publications will significantly reduce the diversity of media available to the community here.”
Mr Ngo said the number of paid Chinese publications was down to fewer than 35, from almost 90 a decade ago.
Sing Tao is the second Chinese newspaper in Australia that has stopped printing in six months. In September, another daily Chinese paper, Australian New Express Daily, owned by Chinese-Australian billionaire Chau Chak Wing, scrapped its print edition.
“The general Chinese media landscape is worse off because of the loss of the paper, but I’m not surprised,” said UTS professor of media and cultural studies, Wanning Sun.
“Sing Tao has undergone many changes in terms of style, readership and business model, and also in its editorial positions,” she added.
“There have been challenges for two reasons: the decline of Cantonese-speaking older generation of migrants in Australia; and, at the same time, the rapid growth of a Mandarin-speaking younger audience.”
A survey of 522 Mandarin-speaking Australians conducted by Professor Sun and her team found as many as 60 per cent of respondents identified WeChat as their primary source of news.
It also found that while most Chinese-Australian participants did not regularly access news and information from mainland Chinese legacy media, a “strikingly similar” proportion regularly accessed mainstream English-language media.
SunRice is discarding the usual cultural clichés this Chinese New Year with a new campaign that aims to create a more authentic portrayal of an Asian-Australian family.
The campaign depicts a new-migrant experience – hosting their Australian neighbours for dinner for the first time. The initial dinner table awkwardness is immediately overcome when a bowl of Sunrice arrives.
The spot positions SunRice as the ideal cultural “rice breaker” in the situation, launching to coincide with Chinese New Year.
“Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them,” SunRice head of marketing Andrew Jeffrey said.
“As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families. Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community”.
The campaign creative was developed by multicultural communications agency, Identity.
Identity MD Thang Ngo said: “There are around one million Chinese speakers in Australia, making this audience highly attractive for brands.
“Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore. It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés.
“Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience”.
The campaign will be rolled out on SBS TV and Chinese and Vietnamese channels including pay TV, digital, print, Weibo and WeChat social media and bi-lingual out of home.
One of Australia’s most successful food companies, SunRice, is discarding the usual cultural clichés this Chinese New Year for a more authentic portrayal of an Asian-Australian family.
SunRice is launching a national campaign depicting a new-migrant experience – hosting their Australian neighbours for dinner for the first time.
The initial dinner table awkwardness is immediately overcome when a steaming bowl of SunRice arrives, proving that SunRice is the ideal cultural ‘rice breaker’.
SunRice head of marketing Andrew Jeffrey said: “Chinese New Year is the biggest cultural occasion for the community, and we wanted to be there to celebrate this special occasion with them.
“As a proud Australian brand, we want to show our Asian consumers that we understand the aspirations of modern Asian-Australian families.
“Our Asian family is proud of their heritage, but they are also eager to be part of the Australian community”.
The campaign creative was developed by multicultural communications agency, Identity.
Identity Communications managing director Thang Ngo: “There are around one million Chinese speakers in Australia, making this audience highly attractive for brands.
“Just using red and gold colours or number 8’s in creative doesn’t cut-through anymore.
“It’s not new, doesn’t stand out and doesn’t demonstrate an understanding beyond cultural clichés.
“Brands need to demonstrate more sophistication and deeper understanding if they want to build an authentic connection with this valuable audience”.
The campaign will be rolled out on SBS TV and Chinese and Vietnamese channels including Pay TV, digital, print, Weibo and WeChat social media and bi-lingual out of home.
CREDITS:
Client: SunRice
Head of Marketing & Insights: Andrew Jeffrey
Senior Marketing Manager: Shannon Cumberlidge
Brand Manager: Peta Thomas
Agency: Identity Communications
Managing Director: Thang Ngo
Head of Studio: Tobias Young
Creative Director: Yasmin Quemard
Art Director: Rachel Liang
Writers: Yasmin Quemard, Brenda Leung and Sean Zhu
If this story resonates with you, I think you have a career with Identity Communications – the intelligent multicultural marketing agency. Read on and you’ll see what I mean…
Sure these songs are ultra pop with incredible talent, dancing and over the top production value. If you’ve watched Big Bang’s Fantastic Baby music video (images above and video below) you’ll be impressed by the big budget, epic production.
The naysayers had their doubts:
There just wasn’t enough Korean teenagers for a feasible audience.
WRONG. While there were a few thousand Korean teenagers in Australia back in 2011, Korean Pop (Kpop) was a phenomenon that was spreading across Asia, particularly South East Asia, China and Japan. The Kpop wave was infectious. So the potential audience in Australia includes local Koreans, Asian-Australian teenagers and also local teens.
It’s in Korean limiting the audience base.
The doubters warned that local teens wouldn’t get Kpop because the lyrics are in Korean. When I asked a local youth in Phnom Penh why Kpop was so popular in Cambodia when the songs are Korean, he shrugged and said “we don’t understand that much English and we like American pop. Kpop shows that Asians can be cool and sexy too”. A quick scan of SBS PopAsia’s facebook page today shows the diversity of the show’s fan base.
These clips were available free on YouTube so why would this audience tune into a TV show?
On the surface, this objection made a lot of sense. I was confident the show would work because SBS PopAsia wasn’t just a two-hour TV show, it was a community. The avid fans of Kpop at the time thought they were the only ones in Australia who loved Big Bang, 2NE1, 2PM, Girl’s Generation and other Kpop groups. They were watching it on their own, on their laptop in the isolation of their bedroom. SBS PopAsia was the first Asian pop music show on free to air TV. It wasn’t a secret. To build engagement, for the first 6 weeks of the show, I managed the twitter account while other members of the team managed the Facebook page. Our purpose was to engage with the fans and encourage them to engage with each other, to build a thriving, exciting community. They also had a chance to interact with the show with selected viewer tweets and Facebook comments appearing on TV.
The other reason the fans told us they loved tuning in was that they could watch their favourite show on the big TV screen, in glorious hi-definition and pump the music loud through the lounge room audio system.
SBS doesn’t have a budget to pay for these music videos.
At the time, Australia was the #3 country in terms of illegal Kpop music downloading. In negotiation with the Korean music labels, we argued that SBS could build the Kpop market further via our TV show and they could commercialise it by setting up Australian iTunes stores. I had no real negotiation experience, but the logic was compelling enough for these music labels to agree to supply SBS with their music clips.
What’s the moral of this story?
At a superficial level, some may see challenges and it’s easy to find reasons to say ‘no’. Others can’t see past the surface. At Identity, we’re about insights not anecdotes. We believe a multicultural marketing agency shouldn’t speak in shallow cliches. Our team looks beyond to understand the real reasons that motivates our audience. Our recommendations come from considered strategy that have been built on available data and insights.
Join Us
Due to a string of new business wins, we’re looking for a strategy/channel planner. Starting a pop music TV show isn’t a prerequisite, but a wide-eye curiosity and desire to understand “why” is a great start.
Our core behaviours, the ones we encourage you to employ daily, are also the ones you will be rewarded for. We’d love you to be:
Open-minded
Collaborative
Positive
Knowledgeable
Good
If this is of interest, call a taxi, Mr Taxi (watch the clip below) and submit your application here. It’s a great role and one that doesn’t come along everyday!
Key multicultural stats for NSW from the 2016 Census.
NSW is one of Australia’s most culturally diverse states where one in four (25%) speaks a language other than English at home. In Sydney the figure rises to one in three (36%). This is due to the high concentration of culturally and linguistically diverse (CALD) audiences in greater Sydney, only 8% of CALD audiences live outside of Sydney.
Top languages spoken in NSW The top languages (other than English) spoken at home in NSW and their English proficiency are shown below. The top five languages are unchanged since 2006, however the order have changed.
Mandarin is now the state’s most spoken language, overtaking Arabic. Mandarin is up 72% since the past Census, Hindi is up by 27% and Korean by 26%. All language groups in the top 10 have recorded increases except Greek, down 6% and Italian, down 9% since the 2011 Census.
Rank
Language
High Proficiency
Low Proficiency
Total
Not applicable
Grand Total
1
Mandarin
170426
68165
238591
1351
239947
2
Arabic
167006
31935
198941
1882
200828
3
Cantonese
103820
38770
142590
746
143338
4
Vietnamese
68948
33346
102294
604
102896
5
Greek
68294
12576
80870
816
81685
6
Italian
65141
9594
74735
959
75697
7
Hindi
63456
3020
66476
562
67037
8
Spanish
55340
7518
62858
672
63523
9
Korean
39428
19952
59380
533
59914
10
Tagalog
43363
1313
44676
451
45133
11
Nepali
31883
2434
34317
283
34608
12
Punjabi
29658
3480
33138
291
33429
13
Bengali
28944
2530
31474
207
31687
14
Indonesian
26836
2979
29815
219
30032
15
Urdu
26951
2430
29381
330
29723
16
Tamil
26793
2669
29462
206
29676
17
Macedonian
23063
4749
27812
326
28144
18
Thai
18205
6396
24601
232
24841
19
Filipino
23333
673
24006
209
24211
20
French
22566
958
23524
222
23743
21
German
22090
662
22752
284
23029
22
Portuguese
19524
3233
22757
238
23005
23
Persian (excluding Dari)
17872
3955
21827
209
22044
24
Turkish
17425
3989
21414
210
21623
25
Serbian
17554
3709
21263
220
21489
26
Croatian
18186
2759
20945
208
21149
27
Assyrian Neo-Aramaic
15608
4512
20120
193
20316
28
Gujarati
16971
1779
18750
127
18875
29
Russian
15838
2823
18661
110
18765
30
Japanese
14587
2598
17185
136
17321
31
Samoan
14833
1370
16203
338
16544
32
Polish
12547
1452
13999
126
14127
33
Malayalam
12748
1034
13782
96
13885
34
Telugu
11541
816
12357
100
12463
35
Maltese
11264
897
12161
167
12328
37
Khmer
7628
3938
11566
119
11697
38
Sinhalese
10741
435
11176
56
11232
39
Tongan
9175
949
10124
160
10286
40
Chaldean Neo-Aramaic
6229
3049
9278
64
9340
41
Dari
6745
2272
9017
122
9141
42
Dutch
8388
194
8582
111
8688
43
Armenian
6969
827
7796
45
7839
44
Afrikaans
7571
119
7690
51
7735
45
Min Nan
5546
1632
7178
40
7213
46
Chinese, nfd
4554
2512
7066
55
7114
47
Hungarian
5881
596
6477
52
6533
48
Marathi
5615
321
5936
31
5967
49
Lao
3819
1535
5354
51
5405
50
Burmese
3817
1039
4856
37
4902
51
Hazaraghi
2989
1790
4779
64
4834
52
Fijian
4315
152
4467
68
4532
53
Bosnian
3192
654
3846
40
3889
54
Kannada
3468
179
3647
17
3663
55
Hebrew
3316
121
3437
32
3468
56
Czech
3182
187
3369
29
3395
57
Swedish
3184
105
3289
25
3316
58
Inadequately described
2261
624
2885
367
3247
59
Malay
2682
141
2823
19
2838
60
Southern Asian Languages, nfd
2507
205
2712
40
2750
61
Auslan
1971
661
2632
63
2693
62
Kurdish
2082
534
2616
39
2653
63
Pashto
2047
549
2596
57
2650
64
Shona
2511
52
2563
22
2580
65
Romanian
2198
235
2433
21
2450
66
Maori (New Zealand)
2322
59
2381
51
2432
67
Slovak
2104
124
2228
15
2239
68
Ukrainian
1965
224
2189
21
2208
69
Wu
1471
674
2145
3
2147
70
Dinka
1642
335
1977
32
2012
71
Serbo-Croatian/Yugoslavian, so described
1520
265
1785
41
1828
72
Swahili
1611
140
1751
23
1770
73
Akan
1632
81
1713
31
1743
74
Danish
1682
39
1721
5
1731
75
Hakka
1279
395
1674
9
1675
76
Maori (Cook Island)
1477
93
1570
47
1612
77
Finnish
1436
138
1574
15
1588
78
Mongolian
901
597
1498
8
1507
79
Fijian Hindustani
1386
63
1449
13
1458
80
Krio
1179
95
1274
40
1314
81
Slovene
1165
89
1254
15
1271
82
Somali
1066
164
1230
17
1245
83
Bisaya
976
41
1017
8
1028
84
Rohingya
421
532
953
15
968
85
Norwegian
929
27
956
5
960
86
Latvian
835
29
864
10
871
87
Tibetan
566
280
846
7
859
88
Bulgarian
787
55
842
5
844
89
African Languages, nec
755
65
820
20
841
90
Konkani
786
37
823
4
829
91
Karen
456
370
826
3
825
92
Amharic
693
64
757
20
773
93
Albanian
667
98
765
10
772
94
Mauritian Creole
719
42
761
10
760
95
Cebuano
729
25
754
7
754
96
Lithuanian
686
33
719
5
717
97
Igbo
688
15
703
14
715
98
Tok Pisin (Neomelanesian)
594
32
626
8
642
99
Yoruba
616
10
626
3
631
100
Estonian
573
26
599
3
609
101
Indo-Aryan, nfd
555
40
595
12
609
102
Australian Indigenous Languages, nfd
528
30
558
59
609
103
African Languages, nfd
527
59
586
13
600
104
Irish
574
6
580
6
587
105
Tokelauan
392
52
444
12
458
106
Sindhi
425
41
466
4
457
107
Welsh
421
11
432
5
434
108
Sign Languages, nfd
210
165
375
19
387
109
Tigrinya
304
68
372
3
382
110
Wiradjuri
344
7
351
11
374
111
French Creole, nfd
360
10
370
0
368
112
Ndebele
352
0
352
0
355
113
Indo-Aryan, nec
293
42
335
0
334
114
Gaelic (Scotland)
303
0
303
6
321
115
Niue
302
7
309
4
318
116
Oriya
288
26
314
4
309
117
Burmese and Related Languages, nec
189
114
303
12
306
118
Other Southern Asian Languages
287
17
304
0
302
119
Tetum
246
50
296
4
301
120
Iranic, nfd
226
67
293
8
295
121
Uygur
207
84
291
0
288
122
Kirundi (Rundi)
185
51
236
4
248
123
Fulfulde
203
32
235
6
242
124
IIokano
212
15
227
0
220
125
Ilonggo (Hiligaynon)
219
0
219
0
219
126
Rotuman
203
6
209
0
206
127
Tulu
185
3
188
0
197
128
Azeri
166
22
188
3
187
129
Madi
155
30
185
0
184
130
Zulu
164
0
164
3
172
131
Aboriginal English, so described
165
3
168
6
168
132
Swiss, so described
165
0
165
0
168
133
Chin Haka
82
80
162
0
165
134
Other Australian Indigenous Languages, nec
153
4
157
3
163
135
Catalan
153
8
161
0
159
136
Hmong
97
54
151
0
153
137
Ewe
127
26
153
4
152
138
Turkmen
129
22
151
0
150
139
Kinyarwanda (Rwanda)
120
25
145
0
147
140
Luganda
136
0
136
0
144
141
Assamese
135
4
139
0
138
142
Yiddish
122
3
125
4
136
143
Creole, nfd
124
4
128
0
129
144
Norf'k-Pitcairn
125
0
125
0
127
145
Timorese
92
38
130
6
125
146
Mandinka
101
14
115
4
118
147
Oromo
97
21
118
0
116
148
Pampangan
96
3
99
0
106
149
Georgian
76
18
94
0
103
150
Latin
87
19
106
0
100
151
Tswana
92
0
92
0
95
152
Southeast Asian Austronesian Languages, nec
87
4
91
0
88
153
Bandjalang
85
0
85
6
88
154
Cypriot, so described
77
13
90
0
87
155
Gumbaynggir
84
0
84
0
87
156
Mandaean (Mandaic)
74
13
87
4
85
157
Yumplatok (Torres Strait Creole)
71
3
74
4
82
158
Bislama
76
0
76
0
81
159
Kashmiri
76
0
76
0
79
160
Ga
78
3
81
0
77
161
Bari
71
4
75
0
74
162
Czechoslovakian, so described
70
10
80
0
73
163
Southeast Asian Austronesian Languages, nfd
68
0
68
0
72
164
Icelandic
63
4
67
0
72
165
Pidgin, nfd
68
8
76
0
71
166
Acholi
67
3
70
0
71
167
Gamilaraay
66
3
69
0
70
168
Balinese
56
9
65
0
70
169
Uzbek
58
11
69
0
69
170
Pacific Austronesian Languages, nec
57
10
67
0
69
171
Hausa
55
9
64
0
68
172
Solomon Islands Pijin
66
0
66
0
67
173
Dan (Gio-Dan)
55
4
59
0
64
174
Gilbertese
57
0
57
3
63
175
Burmese and Related Languages, nfd
30
27
57
3
62
176
Zomi
16
41
57
0
60
177
Bemba
58
0
58
0
59
178
Dhivehi
53
4
57
0
59
179
Balochi
50
3
53
0
57
180
Moro (Nuba Moro)
33
12
45
5
57
181
Other Eastern Asian Languages, nec
31
25
56
0
56
182
Key Word Sign Australia
25
23
48
3
55
183
Papua New Guinea Languages, nfd
52
0
52
0
54
184
Motu (HiriMotu)
58
0
58
0
52
185
Liberian (Liberian English)
45
5
50
4
52
186
Themne
44
5
49
0
52
187
Seychelles Creole
45
0
45
3
52
188
Acehnese
28
20
48
0
51
189
Xhosa
39
0
39
6
46
190
Dravidian, nec
41
0
41
0
45
191
Belorussian
36
6
42
0
43
192
Nyanja (Chichewa)
35
0
35
0
41
193
Eastern European Languages, nfd
33
0
33
0
39
194
American Languages
37
6
43
0
38
195
Mon-Khmer, nec
34
7
41
0
35
196
Invented Languages
36
0
36
0
34
197
Anuak
30
5
35
0
33
198
Romany
19
6
25
0
32
199
Dhanggatti
24
6
30
0
31
200
Papua New Guinea Languages, nec
30
0
30
0
30
201
Luo
26
0
26
0
29
202
Dharawal
22
0
22
3
29
203
Bikol
25
0
25
0
28
204
Other Australian Indigenous Languages, nfd
23
3
26
0
27
205
Yolngu Matha, nfd
25
0
25
3
27
206
Kikuyu
23
0
23
0
27
207
Mon
18
12
30
0
26
208
Middle Eastern Semitic Languages, nec
24
4
28
0
26
209
Tuvaluan
23
0
23
0
26
210
Nuer
17
0
17
0
26
211
Paakantyi
26
3
29
0
24
212
Lingala
26
4
30
0
22
213
Other Southeast Asian Languages
22
0
22
0
22
214
Pacific Austronesian Languages, nfd
19
0
19
3
22
215
Turkic, nec
19
5
24
0
21
216
Javanese
12
3
15
0
21
217
Other Southern European Languages, nec
12
6
18
0
19
218
Bassa
15
0
15
0
19
219
Harari
13
0
13
0
19
220
Sign Languages, nec
9
7
16
0
17
221
Eastern Asian Languages, nfd
12
3
15
0
16
222
Chinese, nec
12
3
15
0
15
223
Nyungar
11
0
11
0
15
224
Shilluk
18
0
18
0
14
225
Iberian Romance, nfd
13
0
13
0
14
226
Iranic, nec
10
3
13
0
14
227
Mann
8
0
8
0
14
228
Yankunytjatjara
11
0
11
0
13
229
Letzeburgish
9
0
9
0
13
230
Basque
17
0
17
0
12
231
Frisian
8
0
8
0
12
232
Celtic, nec
15
0
15
0
11
233
Tai, nec
10
0
10
0
11
234
Nauruan
13
4
17
0
10
235
Iberian Romance, nec
13
0
13
0
10
236
Other Eastern Asian Languages, nfd
13
0
13
0
10
237
Middle Eastern Semitic Languages, nfd
5
0
5
0
10
238
Ngarrindjeri
9
0
9
0
9
239
German and Related Languages, nfd
5
0
5
0
9
240
Iban
4
0
4
0
9
241
Finnish and Related Languages, nfd
10
0
10
0
8
242
Kalaw Kawaw Ya/Kalaw Lagaw Ya
10
0
10
0
8
243
Warlpiri
7
0
7
0
8
244
Kpelle
6
0
6
0
8
245
Southwest and Central Asian Languages, nfd
11
0
11
0
7
246
Arrernte, nec
7
0
7
0
7
247
Gurindji
6
0
6
0
7
248
Scandinavian, nec
5
0
5
0
7
249
Kuuku-Ya'u
6
0
6
3
6
250
Pitjantjatjara
6
0
6
0
6
251
Torres Strait Island Languages, nfd
3
0
3
0
6
252
Krahn
0
0
0
0
6
253
Oceanian Pidgins and Creoles, nec
0
0
0
0
6
254
Tai, nfd
7
0
7
0
5
255
Finnish and Related Languages, nec
5
0
5
0
5
256
Southern European Languages, nfd
5
0
5
0
5
257
Tiwi
5
0
5
0
5
258
Oceanian Pidgins and Creoles, nfd
5
0
5
0
5
259
Muruwari
4
0
4
0
5
260
Other Southwest and Central Asian Languages, nec
3
0
3
0
5
261
Murrinh Patha
4
0
4
0
4
262
Guugu Yimidhirr
4
0
4
0
4
263
Meriam Mir
4
0
4
0
4
264
Arrernte, nfd
4
0
4
0
4
265
Portuguese Creole, nfd
4
0
4
0
4
266
Baltic, nfd
0
0
0
0
4
267
Githabul
7
0
7
0
3
268
Yorta Yorta
4
0
4
0
3
269
Celtic, nfd
3
0
3
0
3
270
South Slavic, nfd
3
0
3
0
3
271
Other Eastern European Languages, nec
3
0
3
0
3
272
Southeast Asian Languages, nfd
3
0
3
0
3
273
Anindilyakwa
3
0
3
0
3
274
Kriol
3
0
3
0
3
275
Aromunian (Macedo-Romanian)
0
0
0
0
3
276
Tatar
0
0
0
0
3
277
Luritja
0
0
0
0
3
Total
1549025
336268
1885293
5594786
7480194
.
Note: does not include English and Not Stated. Low Proficiency include “Not Well” or “Not at All”, High Proficiency include “Well” or “Very Well” in relation to English language proficiency.
Top local government areas (LGAs) ranked by the percentage of residents who speak a language other than English (LOTE) at home in NSW.
Rank
LGA
Total
LOTE
% LOTE
1
Fairfield (C)
198816
140724
71
2
Cumberland (A)
216077
141811
66
3
Strathfield (A)
40313
25870
64
4
Burwood (A)
36810
23421
63
5
Canterbury-Bankstown (A)
346300
208323
60
6
Rockdale (C)
109402
61542
56
7
Georges River (A)
146834
78617
54
8
Parramatta (C)
226153
117616
52
9
Liverpool (C)
204330
106094
52
10
Ryde (C)
116304
55901
48
11
Botany Bay (C)
46651
20789
45
12
Blacktown (C)
336965
138300
41
13
Canada Bay (A)
88015
35968
41
14
Willoughby (C)
74303
29896
40
15
Sydney (C)
208376
75386
36
16
Randwick (C)
140659
45112
32
17
The Hills Shire (A)
157243
50112
32
18
Hornsby (A)
142666
44379
31
19
Campbelltown (C) (NSW)
157007
47716
30
20
Inner West (A)
182037
51715
28
21
Ku-ring-gai (A)
118053
32746
28
22
Lane Cove (A)
36050
9514
26
23
North Sydney (A)
67655
15053
22
24
Waverley (A)
66813
14016
21
25
Griffith (C)
25635
5347
21
26
Hunters Hill (A)
13999
2722
19
27
Penrith (C)
196064
33077
17
28
Wollongong (C)
203630
34297
17
29
Woollahra (A)
54239
8376
15
30
Northern Beaches (A)
252876
38209
15
31
Mosman (A)
28476
4302
15
32
Camden (A)
78220
11272
14
33
Sutherland Shire (A)
218465
28411
13
34
Queanbeyan-Palerang Regional (A)
56027
6787
12
35
Shellharbour (C)
68460
7112
10
36
Newcastle (C)
155412
15381
10
37
Armidale Regional (A)
29451
2333
8
38
Coffs Harbour (C)
72949
5460
7
39
Leeton (A)
11167
816
7
40
Albury (C)
51080
3451
6
41
Byron (A)
31556
2126
7
42
Balranald (A)
2290
154
7
43
Wagga Wagga (C)
62383
4128
7
44
Blue Mountains (C)
76902
4708
6
45
Carrathool (A)
2723
164
6
46
Orange (C)
40348
2411
6
47
Hawkesbury (C)
64591
3851
6
48
Central Coast (C) (NSW)
327736
19213
6
49
Wollondilly (A)
48520
2766
6
50
Wingecarribee (A)
47878
2701
6
51
Walgett (A)
6112
326
5
52
Snowy Monaro Regional (A)
20216
1069
5
53
Goulburn Mulwaree (A)
29608
1401
5
54
Western Plains Regional (A)
50075
2348
5
55
Lismore (C)
43134
1989
5
56
Lake Macquarie (C)
197373
8749
4
57
Kiama (A)
21466
931
4
58
Tweed (A)
91374
3851
4
59
Bathurst Regional (A)
41301
1694
4
60
Cobar (A)
4650
189
4
61
Shoalhaven (C)
99649
4013
4
62
Maitland (C)
77307
3067
4
63
Hay (A)
2945
112
4
64
Ballina (A)
41786
1582
4
65
Eurobodalla (A)
37229
1400
4
66
Tamworth Regional (A)
59662
2239
4
67
Yass Valley (A)
16143
572
4
68
Moree Plains (A)
13158
466
4
69
Brewarrina (A)
1645
58
4
70
Snowy Valleys (A)
14398
503
3
71
Lithgow (C)
21090
733
3
72
Muswellbrook (A)
16086
559
3
73
Hilltops (A)
18497
634
3
74
Port Stephens (A)
69556
2371
3
75
Oberon (A)
5301
180
3
76
Murrumbidgee (A)
3838
127
3
77
Edward River (A)
8847
289
3
78
Bellingen (A)
12670
403
3
79
Inverell (A)
16485
521
3
80
Singleton (A)
22990
716
3
81
Berrigan (A)
8462
262
3
82
Port Macquarie-Hastings (A)
78541
2400
3
83
Junee (A)
6295
192
3
84
Bega Valley (A)
33254
1010
3
85
Upper Hunter Shire (A)
14112
420
3
86
Wentworth (A)
6798
200
3
87
Parkes (A)
14611
415
3
88
Bourke (A)
2633
72
3
89
Kyogle (A)
8939
244
3
90
Mid-Western Regional (A)
24079
652
3
91
Cowra (A)
12464
331
3
92
Central Darling (A)
1831
48
3
93
Mid-Coast (A)
90302
2362
3
94
Broken Hill (C)
17709
446
3
95
Murray River (A)
11682
292
3
96
Narrandera (A)
5853
144
3
97
Tenterfield (A)
6624
159
2
98
Nambucca (A)
19210
456
2
99
Bland (A)
5958
138
2
100
Kempsey (A)
28886
647
2
101
Gunnedah (A)
12214
273
2
102
Bogan (A)
2689
60
2
103
Temora (A)
6110
134
2
104
Lachlan (A)
6195
133
2
105
Clarence Valley (A)
50670
1082
2
106
Cabonne (A)
13391
281
2
107
Forbes (A)
9589
201
2
108
Glen Innes Severn (A)
8832
184
2
109
Warren (A)
2730
56
2
110
Gundagai (A)
11144
227
22
111
Warrumbungle Shire (A)
9380
191
2
112
Greater Hume Shire (A)
10357
209
2
113
Gilgandra (A)
4234
84
2
114
Federation (A)
12279
239
2
115
Cessnock (C)
55561
1056
2
116
Narrabri (A)
13083
227
2
117
Richmond Valley (A)
22805
391
2
118
Uralla (A)
6049
98
2
119
Blayney (A)
7259
117
2
120
Upper Lachlan Shire (A)
7694
121
2
121
Lockhart (A)
3121
43
1
122
Weddin (A)
3660
50
1
123
Coonamble (A)
3919
49
1
124
Walcha (A)
3090
38
1
125
Narromine (A)
6444
77
1
126
Coolamon (A)
4313
51
1
127
Gwydir (A)
5255
60
1
128
Liverpool Plains (A)
7689
84
1
129
Dungog (A)
8976
76
0
Total
7480230
1882018
25
Note: Unincorporated NSW, No usual address (NSW) and Migratory – Offshore – Shipping (NSW).
NSW is home to over 216,000 people who identify as an Aboriginal or Torres Strait Islander more than any other Australian state or territory. This is an increase of 25% since the 2011 Census. Seven in 10 of the community (68%) live outside greater Sydney.
0-4
5-14
15-24
25-44
45-64
65+
Total
Males
13006
25339
21109
24496
18041
5379
107368
Females
11958
23971
20217
26141
20323
6200
108809
Total
24956
49315
41327
50653
38354
11576
216176
As always, get in touch if you have any questions on how to reach multicultural audiences.
Please read other IDENTITY posts for data from the 2016 Census on:
