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New Zealand Census of Population and Dwellings

Overview
Similar to Australia, the New Zealand Census is taken every 5 years, except the census planned for 2011 was not held due to the Christchurch earthquake on 22 February 2011. New Zealand Census is the most reliable source of demographic information at that point of time. The latest available Census data is from the 2013 Census of Population and Dwellings conducted on the 5th of March 2013.

Demographic information is available at various geographical levels starting from areas as small as a block (referred to as  a Meshblock, the smallest area used to collect and present statistics and is made of about 60 people in rural areas and 110 in urban areas). Meshblocks are aggregated to form larger geographical areas such as Area Units, Territorial Authorities and Regional Councils.

Detailed data for Census years 1996, 2001, 2006 and 2013 is available through Spectrum on the following subjects:

  • Population/Dwellings Counts
  • Age and Sex
  • Cultural Diversity – including ethnic groups, birthplace and languages spoken
  • Marital Status
  • Education
  • Work - including unemployment rates and occupation
  • Income
  • Families – including types and composition
  • Households
  • Transport
  • Housing

Benefits
Franchisors interested in expanding their operations in New Zealand can benefit in the following ways:

  • Data driven approach providing greater confidence in decisions
  • Conduct pre-entry study 
  • Compare and prioritize ‘New Build’ areas
  • Compare specific area demographics to National or State averages
  • Study the trend in demographics of interest (1996, 2001, 2006 and 2013 Census)

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Geography and Mapping

Overview
All statistics collected by Statistics New Zealand are based on a system of geographic units. The smallest unit in this system is a Meshblock. Spectrum has acquired the latest digital boundaries of these geographical units, which can be aggregated to define higher geographic areas such as area units, territorial authorities, regional councils, urban areas, wards and constituencies. 


Spectrum has also acquired NZ Post’s postcode boundaries and street layers which will be used in our mapping. 
Picture
Aerial map of Wanaka area unit and the overlaid meshblocks (Statistics NZ)
These tools together with Spectrum’s mapping expertise can be utilized for the following:

  • Geo-coding addresses to analyse businesses, trends,  penetration and competition 
  • Territory mapping based on demographic data
  • Target market indexing
  • Colour coding demographic data on maps
Benefits
Using its available data and mapping resources Spectrum can conduct pre-entry studies (demographic oriented) including national/state level summaries of target customers, their growth patterns and maps showing demographically rich areas for your products and services. Spectrum can also provide demographic summaries for any area of interest, which can help get a feel of the area and prioritise ‘New Build’ areas