Migration in Regional WA:
Primary Research Results – Greater Bunbury
(Task 4: Vision and Strategic Planning)
May 2016
Client Contact:
Patrick Smit – Senior Development Manager, LandCorp
Prepared By:
Michelle Clark-Crumpton – Group Account Director
Matthew Stephen – Senior Account Manager
Issa Karmout – Account Executive
CONTENTS
1
Background & Approach
3
2
Who We Spoke To
11
3
Detailed Findings
17
WA Overall
18
Regional WA Overall
23
RCDP Centres: Common Qualitative Themes
45
Greater Bunbury
51
Background & Approach
3
Background
•
LandCorp is currently working to deliver the Regional
Centres Development Plan Phase Two – Regional
Centres (RCDP2). Delivering RCDP2 is a collaborative
effort involving LandCorp, the Regional Development
Council and the Department of Regional Development.
•
The aim is to provide Growth Plans for nine Regional
Centres and their catchment areas to strengthen each
centre’s strategic positioning, attract business and
investment, support the growth of competitive industries,
and build better places to live for existing and new
residents. The primary four Regional Centres are
Broome, Greater Bunbury, Geraldton and Kalgoorlie. In
the next stage, Albany, Busselton, Carnarvon,
Kununurra and Mandurah will be the Regional Centres
for which Growth Plans will be prepared.
•
LandCorp commissioned Painted Dog Research to
assist in the development of the Growth Plans.
4
Background
•
In order to address the complex subject matter, a multi-stage approach has been employed. Each stage builds on
the previous one, taking learnings forward in order to improve project outcomes:
Stage 1:
Desktop research
• Task 2 and Task 3
(Opportunities and
Constraints)
Stage 2:
Primary
research
• Task 4 (Vision
and Strategic
Planning)
Stage 3:
Final Analysis and
Reporting
• Task 5 and Task 6
(Strategy
Formulation and
Deliverability)
This report details the findings from Stage 2 of the research project.
The focus of Stage 2 is on the four primary RCDP centres: Broome, Geraldton, Greater Bunbury and Kalgoorlie.
As appropriate, findings elicited in Stage 1 of the research have also been referenced throughout the report.
5
Overall Strategic Aim and Focus of this Report
•
The overall strategic aim for the project is to:
Identify the factors that affect migration to Regional WA and understand
perceptions of potential migrants, in order to assist in the finalisation of Growth
Plans for the key target Regional Centres.
•
A key focus of this report is on:
The factors that contribute to or detract from the liveability of a regional centre.
These factors impact the economic development of a centre through retention of
skilled workers or acting as a barrier to attracting migrants.
6
Information Objectives
•
The key informational objectives for Stage 2 of the research were:
How many potential migrants are considering moving to Regional WA, and the nine RDCP centres specifically?
When are they likely to move?
What could prompt them to move sooner, if anything?
Will they stay permanently or just temporarily? Why?
Why are they likely to move?
What barriers are preventing the move?
What perceptions do they have of Broome, Greater Bunbury, Geraldton and Kalgoorlie as a place to move to?
Who are the potential migrants?
7
Approach
•
In order to provide thorough insights, a mixed methodological approach in Stage 2 was employed:
1.
Quantitative
Research
•
2.
Qualitative
Research
The quantitative research took place first, followed by the qualitative phase.
8
Approach
1. Quantitative Research
•
•
•
Five questions were included in a national
online omnibus survey with the general
population between the 17th – 21st March
2016.
The questions aimed to determine the
incidence (i.e. market size) of potential
migrants to Regional WA, including the four
primary RCDP centres.
2. Qualitative Research
•
In-depth interviews were conducted with 40
participants, including:
-
n=20 ‘potential’ migrants – those considering moving
in the next 5 years to the four primary RCDP centres
-
-
n=16 ‘lapsed’ migrants – those who have moved in
the past 5 years away from the four primary RCDP
centres
-
-
n=5 per centre
n=7 born overseas
n=4 per centre
n=4 ‘resistant overseas’ migrants – those who have
moved to Perth from overseas in the past 5 years and
are not considering moving to regional WA.
The total sample size was n=1219, including:
–
–
n=150 WA residents (Perth Metro n=103,
Regional WA n=47)
n=1069 interstate residents
• All interviews were approximately 30 minutes
in length and conducted via telephone.
9
Some Notes & Guidelines…
Quantitative Results
•
Data has been post-weighted by age, gender and
location to be representative of ABS population
statistics.
•
Statistically significant differences between groups at
the 95% level of confidence are denoted by the
following symbols:
•
All figures are percentages unless otherwise denoted.
•
Some distribution charts may add up to 99 or 101 due
to rounding.
•
When interpreting the findings, some analyses are
conducted on small base sizes – and thus should be
interpreted with caution. Sample sizes are specified at
the bottom of each chart.
Qualitative Results
•
A series of  and  have been used throughout the
report to indicate the relative frequency that
something was mentioned and whether it was
perceived as positive or negative.
― The scale of  and  ranges from 1 to 5,
where 1 indicates something was mentioned
rarely, while 5 indicates the issue or comment
was very frequently mentioned.
― These  and  symbols are not actual
‘counts’, but are meant to represent themes
mentioned relatively more or less often.
10
Some Notes & Guidelines…
IMPORTANT – PLEASE READ:
• The primary purpose of this report is to provide an understanding of perceptions of migrant segments towards Greater
Bunbury as a place to live and a work.
• The report also aims to provide an understanding of migrants’ perceived factors which contribute positively or
negatively to the liveability of Bunbury, as these factors can then impact the economic development of a centre by
helping to retain skilled workers or acting as a barrier to attracting migrants.
• The qualitative phase of the research aimed to provide this rich depth of understanding. Qualitative results should not be
misinterpreted as quantitative (‘hard’) figures, but rather employed as an insight into the minds of migrant segments to
provide an indication of key attractors and barriers.
• The quantitative (survey) results are more representative of the overall population, although it should be noted that an
above average proportion (compared to the Australian population) of the sample was not employed and/or on low
incomes (see p13).
11
Who We Spoke To
12
Sample Profile:
Quantitative Survey
•
An even spread of demographics was achieved in the quantitative survey including gender, age, and income. However, it
should be noted about half (49%) the sample was not currently employed which is above average. This could be due to a
combination of respondents who are retired, studying, home duties, or unemployed but looking for work.
Total Sample (n=1219)
GenderGender
Household Income
Household Income
Male
49
Female
51
$120,000 or more
19
26
50-64
24
Yes
28
None
Employment Status
Employment Status
Not at all
13
Children 17 yrs or younger living in your household
19
Full-time
20
Prefer not to state 12
35-49
Part-time
$50,000 – $79,999
$100,000 - $119,999 6
18-24 12
65+
36
$80,000 – $99,999 11
Age Age
25-34
Under $50,000
31
20
49
*Weighted by age, gender and location to be representative of ABS population statistics.
72
Current residence
Interstate
89
WA
11
Perth
9
Regional WA
2
13
Who We Spoke To:
Qualitative In-Depth Interviews
➦
Potential Regional WA Migrants
(n=20)
 Current residence
 n=13 born in Australia
 n=7 born overseas
─ From UK, India, NZ, Italy,
Singapore
─ Moved to Australia 8 months –
12 years ago
 Aged 20 – 66 years old
Regional WA
5
Interstate*
2
Perth
13
─ Average age: 38 years
*recruited from national omnibus survey
14
Who We Spoke To:
Qualitative In-Depth Interviews
Lapsed Regional WA Migrants
(n=16)
➦
 Current residence
 n=13 born in Australia
 n=3 born overseas
─ All came from UK
─ Moved to Australia 3 – 27 years
ago
 Aged 23 – 60 years old
Perth
16
─ Average age: 40 years
*Note: one Lapsed Migrant was a ‘soon to be lapsed migrant’ as they are still living in Geraldton but plan to leave in the near future
15
Who We Spoke To:
Qualitative In-Depth Interviews
⌦ Resistant Overseas Migrants
(n=4)
 Current residence:
 n=3 moved to Australia 3-5 years ago
─ From India, Columbia, NZ
 n=1 moved 2 months ago
─ From NZ
 Aged 24 – 35 years old
─ Average age: 30 years
Perth
4
16
Detailed Findings
17
WA Overall
18
Current Migration Trends and Characteristics
(Key Insights from Desk Research)
19
The majority of WA’s population
growth in recent years has come
from overseas migration.
20
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
The most recent estimated population of Western Australia is 2,590,259 (ABS, 2016). This represents an additional
579,052 persons since 2005, or…
29%
growth
in WA’s population
between 2005 and 2015
Source: ABS 2016, Cat. No. 3218.
21
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
Net Overseas Migration (NOM) is the primary driver of WA’s population growth, accounting for 58% of growth between 2005 to
2015 (ABS, 2016). Net Interstate Migration (NIM) plays a smaller role, representing just 9% of WA’s population growth over the
same period. Western Australia experienced negative NIM in the June 2014 quarter, the first time since June 2003, and the trend
seems to be continuing in 2015.
Western Australia Population Changes 1995-2015
30000
Change Over Previous
Quarter
Net Overseas Migration
(NOM)
Natural Increase
25000
20000
15000
10000
5000
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
-5000
1996
0
1995
•
Data Source: ABS, Cat No. 3101 (2015) *Quarterly (not annual) population changes shown
22
Regional WA Overall
23
Current Migration Trends and Characteristics
(Key Insights from Desk Research)
24
Regional WA’s population has grown
moderately over the past ten years,
with migrants largely flowing from
Perth.
25
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
The most recent estimated population of Regional Western Australia is 634,997 (ABS, 2016). This represents an
additional 112,048 persons since 2005, or…
21%
growth
in Regional WA’s population
between 2005 and 2015
Source: ABS 2016, Cat. No. 3218.
26
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
Compared to Perth, intrastate migration accounts for population change in regional WA much more than overseas migration. Nearly
three quarters of regional WA’s population (73.5%) was born in Australia, significantly more than the overall WA proportion (62.9%).
Moreover, only a quarter of new residents in 2011 lived overseas five years previously, with nearly half moving from Perth.
Country of Birth
Sources of Migration to Regional WA
By Place of Usual Residence Five Years Prior to 2006
73.5 %
Australia
United Kingdom
New Zealand
7.4 %
3.4 %
South Africa
1%
Philippines
0.7 %
Germany
26% from
overseas
62.9% for
all WA
48% from
Perth
55% for
Perth metro
26% from
interstate
0.4 %
Source: ABS Census (2011)
NB: ‘Country of birth not stated’ not displayed.
Source: Regional Australia Institute (2014), data originally sourced from ABS Census (2011)
27
The majority of WA’s population growth in recent years has come
from overseas migration, however the majority settle in Perth
rather than in regional WA.
At a state-wide level, net overseas and interstate migration have
also declined in recent years, in line with the employment
downturn in the resources sector.
Therefore, a significant challenge moving forward in the face of
these trends is attracting skilled migrants to the regional centres
instead of Perth.
This will be best achieved through an understanding of which
workforce and demographics segments are most attracted to each
centre, and the key drawcards that can attract those segments...
28
Qualitative Findings
29
Top-of-mind, the main association
with living in a regional WA centre
is a relaxed lifestyle.
30
Top of Mind Perceptions of Living in Regional WA
Potential Migrants
➦
➦
Lapsed Migrants
⌦ Resistant Overseas Migrants
31
Quantitative Survey Findings
32
Less than one in 30 Australians are
considering moving to regional WA in
the next five years.
33
Locations Considered for Moving Within WA
•
3.5% of Australians are considering moving to a regional WA location, with current WA residents much more likely to
consider it (18.2%) compared to Interstate residents (2.0%). Albany, Mandurah and Busselton are the areas with the
highest consideration among WA residents.
All Interstate residents
All WA residents
Total Sample
Perth
4.8
Perth
NET: Regional WA
3.5
NET: Regional WA
26.1
18.2
Perth
2.2
NET: Regional WA
2.0
Albany
1.0
Albany
7.3
Albany
0.3
Busselton
1.0
Busselton
5.1
Busselton
0.3
Mandurah
0.8
Mandurah
5.7
Mandurah
0.3
Geraldton
0.3
Geraldton
Geraldton
0.2
Broome
0.6
Broome
3.4
Broome
0.1
Greater Bunbury
0.6
Greater Bunbury
2.9
Greater Bunbury
0.2
Kalgoorlie-Boulder
0.4
Kalgoorlie-Boulder
1.2
Kalgoorlie-Boulder
0.2
Carnarvon
0.3
Carnarvon
0.0
Carnarvon
0.0
Geraldton
0.3
Geraldton
0.9
Geraldton
0.2
Kununurra
0.2
Kununurra
1.2
Kununurra
0.0
0.9
Q2. Thinking about the idea of moving in the next five years, please select all the areas that you are considering moving to in the next five years.
Base: Total Sample (n=1219); WA residents (n=150); Interstate residents (n=1069) *NB: Interstate residents only shown WA areas.
35
Two fifths of potential migrants
to/within regional WA are considering
moving in the next two years.
However, a similar proportion are not
planning to move until at least 2020.
37
Timeframe for Considering Moving:
Potential Migrants To/Within Regional WA
•
Two in five (40%) of those considering a move to/within regional WA say they are likely to relocate within next two years.
However, a further 37% are not planning to move for another 4-5 years.
40%
21
37
17
16
Within 1-2 years
Within 2-4 years
2
Within 0-6 months
Within 6-12 months
Within 4-5 years
7% not sure
Q3: When are you likely to move? Base: All potential migrants to/within regional WA (n=43)
38
Of the primary RCDP centres,
Broome and Greater Bunbury are
rated the most appealing places to
live.
Only around one in five potential
migrants to regional WA view
Kalgoorlie as appealing.
39
Appeal of RCDP Centres as Places to Live:
All Respondents
•
Across the overall national population, Broome is rated the most appealing centre to live, followed by Greater Bunbury.
WA residents are significantly more likely than interstate residents to view Greater Bunbury as appealing.
%
Appealing
Broome
15
Greater Bunbury
24
25
13
15
24
12
16
18
31
13
15
24
9
WA residents: 41%
Interstate residents: 22%
Geraldton
Kalgoorlie-Boulder
22
17
Don’t Know
24
34
0-2
Not at all appealing
3-4
14
17
18
15
5
15
11
22
7
16
5
6-7
Q5. Based on everything you know or may have heard, how appealing do you feel each of the following areas is as a place to live? Base: All respondents (n=1219)
8-10
Extremely appealing
40
Appeal of RCDP Centres as Places to Live:
All Potential Migrants Considering Moving to Regional WA
•
Of those considering a move anywhere within regional WA, three in five (60%) rate Greater Bunbury as an appealing
place to live. Broome and Geraldton are also appealing to around half. On the other hand, only one in five (20%) rate
Kalgoorlie as appealing place to live, with over half (59%) rating it unappealing.
%
Appealing
= sig difference compared to All Respondents (n=1219)
Greater Bunbury
7 7
Broome
12
Geraldton
10
Kalgoorlie-Boulder
15
Don’t Know
15
28
0-2
Not at all appealing
12
12
14
13
11
18
40
13
31
3-4
34
34
6
5
13
26
60
13
53
10
20
7
6-7
44
8-10
Extremely appealing
Q5. Based on everything you know or may have heard, how appealing do you feel each of the following areas is as a place to live? Base: All Potential Migrants to Regional WA (n=43)
41
Those considering moving to
regional WA are most likely to be
young, working males… and there is
a higher proportion of Potential
Migrants from WA than interstate.
42
Sample Profile:
Quantitative Survey
•
Potential migrants to regional WA in the national survey were most likely to be male (63%), aged 18-34 (54%), and
employed either full-time or part-time (67%). They are also more likely to have children at home compared to the
average Australian.
Potential Migrants to Regional WA (n=43)
Australian
Population (%)
Gender
Male
63
Female
37
49
51
Age Age
18-24
12
19
25-34
35
35-49
50-64
19
26
23
14
23
65+ 10
19
Part-time
Not at all
41
26
33
*Weighted by age, gender and location to be representative of ABS population statistics.
Under $50,000
31
37
$50,000 – $79,999
32
20
$80,000 – $99,999 5
11
$100,000 - $119,999 7
6
$120,000 or more
15
13
Prefer not to state
11
12
Children 17 yrs or younger living in your household
Yes
None
29
46
54
71
Current residence
Employment Status
Full-time
Australian
Population (%)
Household Income
31
20
48
Interstate
89
43
WA
57
11
Perth
28
9
Regional WA
29
2
43
Profile of Potential Migrants to Regional WA:
Quantitative Survey
•
More than of half (57%) potential migrants to regional WA already live in WA (including 29% in regional WA). Of interstate
areas, Melbourne and Regional Queensland had the highest proportions of potential migrants.
Potential Migrants to Regional WA (n=43)
57%
43%
Regional QLD
11%
From WA
Regional WA
29%
From Interstate
Brisbane
3%
Perth
28%
Adelaide
3%
Regional NSW
5%
Sydney
6%
Melbourne
13%
Q. Which of these areas best describes where you live? Base: Those considering moving to regional WA within the next 4 years (n=43) *Weighted by age, gender and location
to be representative of ABS population statistics.
ACT 2%
44
RCDP Centres: Common Qualitative Themes
45
Main Factor(s) for Considering Moving
While a broad system of factors can motivate someone to consider moving to a
regional centre, there are two overriding drawcards:
Employment
Lifestyle
Job/earning opportunities, work
transfers, career development
Relaxed, slower-paced,
more leisure time
Often (but not always), both of these two factors strongly
influence the decision to move.
46
Key Benefits of Regional Living
Beyond being ‘relaxed’, there are several other key lifestyle advantages
consistent across the primary RCDP centres:

Sense of
community

Outdoor / coastal
living

Natural
environment

Convenient size
Access to amenities &
services whilst retaining
‘country town feel’

Pleasant climate
/ weather
47
Key Detractors to Regional Living

However, there are also some common limitations to living in regional centres
which may be inhibiting their growth:
Entertainment
options / culture /
events
e.g. festivals, concerts

Choice of amenities
& services
E.g. shops, restaurants

Access to
education services
Especially universities & high
schools

Antisocial behavior
/ crime
48
Main Barrier to Attracting & Retaining Population
Nonetheless, the largest barrier to attracting and retaining migrants over the
long-term is another factor altogether:
EMPLOYMENT
OPPORTUNITIES
Therefore, stimulating local economic growth to provide sustained
employment opportunities remains the core priority.
49
Key Recommendation & Opportunities
As well as facilitating local employment, other undertakings which may
universally help to further attract and retain migrants include:
More entertainment
/ events
e.g. festivals, galleries
Enhancing local
culture
Through events as well as more
restaurants / cafes / bars, shops,
public art etc.
Additional leisure
options
Promotions /
tourism
Diversification of
local industry
Promote key lifestyle benefits to
attract visitors & potential migrants
Education
opportunities
Higher quantity/quality of high
schools, opportunities for local
tertiary studies
To fuel employment growth
Targeted
communications
Mostly young families & couples
(except Broome)
50
RCDP Centre Findings:
Greater Bunbury
51
Current Migration Trends and Characteristics
(Key Insights from Desk Research)
52
The population of Greater Bunbury
has expanded rapidly in the past
decade, more than any other primary
RCDP centre.
53
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
The most recent estimated population of Greater Bunbury is 93,304 (ABS, 2016). This represents an additional
22,752 persons since 2005, or…
32%
growth
in population between
2005 and 2015
Source: ABS 2016, Cat. No. 3218.
54
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
As with wider regional WA, ABS Census (2011) data indicates limited impact of overseas migration in Greater Bunbury, with three in
four of its population Australian-born and only 5% having moved from overseas five years previously. Nearly three quarters (71%)
remained in the same area, indicating high likelihood of retaining migrants long-term. The majority appear to move from within WA.
Country of Birth (%)
74.6
Australia
19
Total Born Overseas
United Kingdom
New Zealand
‘Place of Usual Residence’ Five Years Prior to 2011
7.4
13%
5%
3.3
Not stated: 7%
another area
within WA
overseas
South Africa
1.6
Philippines
0.8
71%
Italy
0.7
same area
3%
interstate
Source: ABS Census (2011)
Source: ABS Census (2011)
NB: ‘Country of birth not stated’ not displayed.
**Data calculated as an aggregate of Bunbury (C), Capel (S), Harvey (S) and Dardanup (S).
Intrastate migration may thus comprise small proportions of movement between these LGAs.
55
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
Greater Bunbury experienced a large spike in population growth in 2008, and until recently has remained around the same level of
annual population growth. Throughout the same period, net internal migration* has also been positive with movements reflective of
broader trends, suggesting intrastate and interstate migration has a strong influence on population changes in the region.
Population Growth and Net Regional Internal Migration 2007-15
1200
800
21%
600
average ‘churn’
rate2 2007-15
1000
400
200
0
-200
2007
2008
2009
2010
2011
2012r
2013r
2014r
2015p
-400
-600
Population Growth
Net Internal Migration
Compared to other RCDP centres, this
is a moderate level of population churn.
However alike most other RCDP
centres, the turnover in its population
has become lowest in recent years, with
less than 19% of its population leaving
or arriving between 2012 and 2015.
Source: ABS (2016), Cat. No. 3218
*r = revised population estimate. *p = preliminary estimate
*Net regional internal migration was calculated as an aggregate of Bunbury (C), Capel (S), Harvey (S) and Dardanup (S).
Overall net regional internal migration for Greater Bunbury may thus comprise small proportions of movement between these LGAs.
1.
2.
Regional internal migration is the movement of people from one area to another within Australia (both interstate and intrastate), based on annual ABS estimates. It does not include overseas migration movements
Population churn is defined as the total number of people moving in and out of an area, divided by the size of the population in that area (Cashen 2004).
Source: ABS (2016), Cat. No. 3218
56
Current Migration Trends and Characteristics:
Key Insights from Desk Research (Stage 1)
•
A high proportion of Arrivals and Departures for Greater Bunbury were from the 20-34 year old age group.
Arrivals and Departures Profiling1 (2006 to 2011)
All Bunbury Residents2
Age
Arrivals3
Departures4
35
38
29
23 24 23
23 25
20
30 29
21
24
20
14 14
13
14
8 6
5-19 years
Employment Status
20-34 years
35-49 years
50-64 years
Employed,
full-time
65+
12
17
Employed,
part-time
21
23
2 3 4
13
Country of Birth
48
75
82 84
35
6 7 6
Nil
17
Not in the Unemployed Not applicable
labour force but looking
Annual Personal Income
43
22
11 10 12
$1 to $52k
$52k-$78k
12 13
18
$78k+
7 18 1
Not stated
22
17
13
Not
applicable
Australia
7 8 7
6 3 6
United
Kingdom
Not stated
3 2 2
2 1 1
New Zealand South Africa
1. Source: ABS Census (2011) Tablebuilder. 2. All Bunbury Residents are defined as all residents living in the Greater Bunbury area as of 2011. 3. Arrivals are defined as all those living in Greater Bunbury in 2011 but lived elsewhere in 2006. 4.
Departures are defined as those who lived in Greater Bunbury in 2006 but were living elsewhere at the time of the 2011 Census.
Note: There is no profiling data available on a yearly or monthly basis for those arriving or leaving Bunbury so this data is an approximation of the Churn profile for the region.
57
Quantitative Survey Findings
58
National Survey Findings:
Consideration of Moving to Greater Bunbury
•
Less than 1 in 100 Australian residents is considering moving to Greater Bunbury in the next five years – however,
consistent with ABS Census data, more residents in WA (about 1 in 30) are considering it.
0.6%
Of
Australian
residents
Q2. Thinking about the idea of moving in the next five years, please select all the areas that you are considering moving to in the next five years.
Base: Total Sample (n=1219); WA residents (n=150); Interstate residents (n=1069) *NB: Interstate residents only shown WA areas.
2.9%
of WA
residents
0.3%
of interstate
residents
59
National Survey Findings:
Appeal of Greater Bunbury as a Place to Live
•
Approximately one quarter (24%) of Australian residents view Greater Bunbury as an appealing place to live, although a
similar proportion rate it unappealing or don’t know enough about it. However, among those actually considering moving
in the next five years, just over half (54%) rate it as appealing.
%
Appealing
All Australian Residents
(n=1219)
24
All considering moving
to or within WA (n=88)
24
9
23
All considering moving
to regional WA (n=43)
Don’t Know
12
14
0-2
Not at all appealing
3-4
Q5. Based on everything you know or may have heard, how appealing do you feel each of the following areas is as a place to live?
16
8
14
12 7 7
5
15
24
9
31
54
14
34
26
6-7
8-10
Extremely appealing
60
60
Qualitative Findings
61
The main factors driving migrants to
Greater Bunbury are its relaxed,
quieter lifestyle along with
employment opportunities.
62
Main Factor for Considering Moving
TWO main reasons for considering Greater Bunbury:
Lifestyle – quieter / slower pace 
"It's not as hustle-and-bustle. It's much more relaxing and tranquil down there.“
All Potential
➦
Migrants said lifestyle
was their main reason for
considering moving.
– Potential Migrant
“It was when I first came over to Australia. I had to do my regional work, so you
have to go and work outside certain postcodes to qualify to stay an extra year.“
➦
Employment 
All Lapsed Migrants
said employment was a
primary reason for moving.
– Lapsed Migrant, born overseas
63
Main Factor for Considering Moving
TWO main reasons for considering Greater Bunbury:
In most cases, BOTH of these factors have a major influence on an
individual’s decision to consider Bunbury.
“Without the lifestyle, I don't
think we would have ever
moved down there and
started looking for work."
– Lapsed Migrant
Employment
Lifestyle
“I wanted to get away from
the hustle and bustle of
Perth, and then a job
opportunity came up.”
– Lapsed Migrant
64
Other Important Factors for Considering Moving
Ideal size 
Family / Friends 
Proximity to Perth 
• Large enough to have all the
essential amenities/infrastructure;
everything is close-by
• Thus preferred to smaller regional
centres/towns
• Have family members or close
friends living there and it’s nice to
be close to them
• Can commute back and forth more
easily / often
Cost of housing 
Coastal lifestyle 
• Cheaper property and rental prices
than in Perth
• Proximity to beach – ideal for
associated activities e.g. fishing
65
Most Common Reasons for Living in Greater Bunbury
•
These qualitative insights are consistent with desktop research findings where lifestyle was similarly indicated as the
primary ‘pull’ factor for Greater Bunbury migrants, while work commitments / opportunities also figured highly.
Top Overall Reasons for Living in Regional WA – Greater Bunbury Migrants
Personal: lifestyle
81%
Family and friends: friends here
60%
Personal: work commitments
59%
Interests and activities: social
58%
Personal: climate
55%
Personal: friendly place to live
55%
Work, cost and services: good career here
55%
Personal: clean environment
54%
Interests and activities: sporting
52%
Base: Greater Bunbury migrants (n=337) *Results below 50% not shown.
Source: ‘Living in the Regions’ 2013 survey data, provided by WA Department of Regional Development
66
Main Factor for Considering Moving
•
Along with the weather/climate, lifestyle and employment also figured highly in the reasons for considering moving to
Greater Bunbury among relevant national survey respondents (n=6*).
For the weather / climate
For the lifestyle available there
Employment / work / career opportunity
To be closer to family or friends
Cost of living / housing





 
 
 

Q4. Which of the following are reasons why you are considering moving to…? Base: Those considering moving to Greater Bunbury (n=6) *Caution: Very small sample size. Data unweighted. Multiple-response question.
67
Externally, Bunbury is best known
for its relaxed, laid-back lifestyle,
proximity to the beach, and strong
access to amenities.
68
External Impressions of Greater Bunbury
External perceptions of Greater Bunbury are positive across all migrant segments, with some consistency in the key drawcards. However,
some Resistant Overseas Migrants had not seen or heard much about it.
➦
Potential Migrants
All 5 have been to Bunbury before
➦
•
Lapsed Migrants
- opinions prior to moving
2 out of 4 had been to Bunbury before
Relaxed / laid-back lifestyle

Less ‘hustle & bustle’ than Perth
Coastal lifestyle / nice beaches

Well located / not too far from
Perth

Small, quiet country town

(previously lived in Perth)
⌦
Resistant Overseas
Migrants
1 out of 4 have been to Bunbury before
Relaxed / laid-back lifestyle

Coastal lifestyle / nice beaches

Plenty of amenities/activities

Good size – not too big/small

Good access to amenities

Has everything you need
E.g. beach, cafes, restaurants
Good access to amenities

Relaxed / laid-back lifestyle

Don’t know / haven’t heard of it
??
e.g. shops
69
Reality matches external
perceptions, with migrants who have
spent time in Greater Bunbury
reporting a similar range of positive
key attributes.
70
Key Strengths of Greater Bunbury:
Insights from Lapsed Migrants & Previous Visitors
Relaxed lifestyle 
•
•
•
Quieter / slower-paced than city lifestyle
Less traffic a major appeal
Laid-back attitude of locals
Proximity to beach 
•
Natural beauty, plus allows for leisure activities such
as fishing, surfing, boating, crabbing etc.
Well sized 
•
•
Everything is close-by / convenient – less travel time
Still large enough to have everything you need.
Well located 
•
•
Not too far from Perth; close to other popular towns
down south e.g. Busselton, Margaret River, Yallingup
Allows for easy visits to these areas
Lower cost of living / housing 
•
Property prices and rental prices much cheaper than
in Perth
Wide access to amenities 
•
E.g. shopping, health services, schools,
restaurants/pubs, sporting facilities etc.
Other mentions:







Friendly locals
Good sense of community compared to Perth (in certain areas)
Natural beauty of outer Bunbury countryside
Good weather / climate
Good place to raise a family
Safe
Cleaner / fresher environment
71
In the words of migrants…
"On an overall level, Bunbury is
better than Perth…the people,
safety, the lifestyle, being close to
the beach, relaxed atmosphere. It
was almost like a holiday but I had
to work.”
– Lapsed Migrant
"The Australian dream - laid
back, coastal. Still connected
but still a small community".
– Lapsed Migrant
“I actually quite liked it. It was
a bit like home in the UK, with
lots of fields, but still quite
close to the city and shops,
and you could still get to the
beach.“
- Lapsed Migrant
"I like the atmosphere of
Bunbury and that it's a lot
less congested than Perth
is becoming."
– Potential Migrant (visited before)
72
Positively, migrants were not able to
identify any major ‘downsides’ to
living in Bunbury.
However, controlling traffic
congestion may need to be a core
focus of the region’s growth plan to
protect its biggest drawcard –
lifestyle.
73
Detractors to Living in Greater Bunbury:
Insights from Lapsed Migrants & Previous Visitors
Growing traffic congestion  
•
•
Particularly in the mornings and evenings when getting in /
out of town centre
Concerns that Bunbury is on the verge of becoming ‘too
big’, rather than a happy medium
Limited nightlife  
•
Compared to Perth there are fewer options of
venues/activities such as bars, restaurants, clubs, festivals
etc.
Limited shopping/retail options  
•
•
Compared to Perth – e.g. fewer shopping centres / options
However, still offers everything that is needed
Other mentions:
 Perception of drug and alcohol culture
- May just be a stigma but has heard about issues (potential migrant)




Can be ‘too relaxed’ – i.e. not busy enough
Limited culture e.g. street wall art / murals
Lack of activities / groups / support for new mothers
Sense of community not as high in certain areas (Boyanup)
74
In the words of migrants…
“If it does become any more
congested, the advantages of
Bunbury start to get lost.”
“Obviously there's limited
amounts of shops down there
but I think it'll be fine for what
we need."
– Potential Migrant
“A little bit too relaxed maybe.
It's completely different from a
city - like the other end of the
scale. It's not busy enough for
me."
– Lapsed Migrant, moved to Perth
- Potential Migrant
“In Perth you have heaps of major
shopping hubs, while Bunbury
only had two main centres and it
was just Target and Kmart.”
– Lapsed Migrant
75
Strength & Weaknesses of Greater Bunbury:
Findings from Desk Research (Stage 1)
•
Key themes emergent from the qualitative interviews align with desk findings: Greater Bunbury migrants’ mean satisfaction with Lifestyle
and Happiness are above the regional average, while ratings for ‘Connected to local community’ and ‘Sense of community’ are lower (but
above metro residents). This is consistent with sense of community not emerging as a major strength from the qualitative research.
Satisfaction with Key Aspects of Regional Living – Greater Bunbury Migrants
Bunbury Migrants
Lifestyle
9.5
Education and
training options
over past 12
months
9.0
8.5
8.26
Happiness
8.0
Metropolitan
Residents
WA Regional
Residents
8.29
7.5
7.0
6.36
Financial situation
7.02
6.5
Health and
general wellbeing
over last month
6.0
5.5
7.61
5.0
7.03
6.67
6.44
Sense of
community
Connected to
local community
7.92
Employment
prospects
Safety over last 12
months
Base: Greater Bunbury migrants (n=337) *Score out of 10 –
higher scores indicate greater satisfaction (happiness)
Source: ‘Living in the Regions’ 2013 survey data, provided
by WA Department of Regional Development
76
The largest barrier to further migrant
attraction and retention is
employment opportunities, but
personal circumstances are also a
common factor.
Few have any issues with the
lifestyle in Greater Bunbury – further
reinforcing this as a key strength.
77
Main Barriers to Attracting & Retaining Migrants
LAPSED MIGRANTS
➦
Overall reasons for leaving
Employment opportunities

➦ POTENTIAL MIGRANTS
Reasons for not moving sooner
Property market / still deciding

⌦ RESISTANT OVERSEAS
Reasons for ‘resistance’
Limited knowledge

Better job offer / made redundant / visa
working requirements met
Taking time to be certain about the move… but if a
particularly suitable property pops up will be
encouraged to move sooner.
Never heard about / visited Bunbury so have
not considered it
Family & Friends
Family
Employment opportunities


Left to be closer to them in Perth
(Taking care of ill mother)
Too quiet
Employment opportunities


Preferred urban lifestyle
Need to secure work before moving

Happy to move if there is work, but none available
in current industry / qualification
Limited nightlife & shopping

Waiting for rental lease to expire

78
In the words of migrants…
“We got made redundant… and the
job opportunities are very limited
over there, otherwise we would have
stayed as we really enjoyed it.“
- Lapsed Migrant
“If something good (property)
pops up, we'll go earlier than
that.”
– Potential Migrant, planning to
move within 2 years
"If I got the right job, I'll be
down there real quick."
– Potential Migrant
79
Plans to Leave Greater Bunbury and Reasons for Leaving:
Among Bunbury Migrants
•
Over two in three (69%) Bunbury migrants plan to stay and there is no single factor that stands out as a reason for
wanting to leave. This suggests that personal circumstances may largely affect an individual’s decision to leave Bunbury
as opposed to an overriding common issue.
Planning to Leave Greater Bunbury
Reasons for Considering Leaving
Interests and activities: social
42%
Family and friends: closer to family
69
14
16
No
Possible
Seriously Considering
Base: Greater Bunbury migrants (n=337)
Source: ‘Living in the Regions’ 2013 survey data, provided by WA Department of
Regional Development
39%
Work, costs, services: access to shopping
34%
Personal: just want a change
33%
Interests and activities: culture
33%
Work, costs, services: earn more
30%
Personal: looking for a simpler lifestyle
27%
Personal: do not feel connected to this community
26%
Family and friends: closer to friends
25%
Work, costs, services: access to professional development
25%
Work, costs, services: cost of living
24%
Work, costs, services: access to communications and internet
23%
Base: Greater Bunbury migrants considering moving (n=108)
Source: ‘Living in the Regions’ 2013 survey data, provided by WA Department of
Regional Development
80
All Lapsed Migrants say they would
recommend living in the Greater
Bunbury region to others, especially
families.
81
Do Lapsed Migrants recommend Greater Bunbury?
"I was really happy actually… I
had a really good job, made lots
of friends down there and the
atmosphere and the people made
it really enjoyable.”
“If you had school age children it
would be a great place to go. Or if
you were married without kids and
sport orientated - great place.”
“It's a nice place to bring up
children. There's lots of open
land, they will learn
responsibilities quickly and
become independent.”
82
➦
The leading suggestions from
migrants to help attract and retain
others is more cultural and nightlife
activities, and enhancing promotion
and tourism.
83
Key Migrant Suggestions to Attract & Retain More Migrants
…To help attract and retain
more migrants over the long
term…
More culture &
nightlife options

e.g. mini fringe festivals, public
wall art, bars, restaurants, etc.
Keep maintaining
infrastructure

e.g. roads, pathways
“Take a leaf out Perth's book… in the last 5 years
there has been more restaurants, places to go
out, shopping centres and infrastructure has
improved, whereas I don't think Bunbury is there
yet. It doesn't have to be at the scale of Perth but
things like that would make it more appealing.”
More promotion /
tourism

To attract more visitors and
therefore residents. Doesn’t seem
to attract the same no. of visitors as
Busselton & Margaret River.
More bike paths

To make commuting easier and
help limit traffic congestion
Keep the ‘country feel’

Don't let Bunbury get ‘too big’
and become a city; keep infill to
a minimum
- Lapsed Migrant
84
Segment Insights
85
Migrants feel Greater Bunbury is
particularly well-suited to families
and this is reflected in the high
proportion of migrants living there
that have children at home.
86
Ideal Residents
According to Migrants
Who is the Best Suited to Living in Greater Bunbury?
Ideal for…
COUPLES
FAMILIES
EMPTY NESTERS
  
Most commonly mentioned
Less ideal for…

YOUNG ADULTS
Due to limited nightlife
activities & shopping
options compared to Perth
87
Segment Insights:
Findings from Desk Research (Stage 1)
•
Greater Bunbury’s migrants have a relatively older age profile compared to those of other RCDP centres, with only 15% under the age of
40. Half (50%) also have children at home, reinforcing its suitability for families. Employment and income levels are mostly in line with
wider trends, with 63% of migrants employed on a full-time or contract/seasonal basis, and 48% earning above $70,000 per year.
56
Age*
Employment Status
36
29
28
18
11
4
20-29
years
7
1
30-39
years
40-49
years
50-59
years
60-69
years
Employed fulltime
70 plus
years
Employed
part-time
Employed
contract or
seasonal
6
Home duties Unemployed
Income
No children at home
Children at home
19
15
2
16
12
9
7
50
8
4
Child
Status
50
75% high school
age or younger
Base: Greater Bunbury migrants (n=337)
Source: ‘Living in the Regions’ 2013 survey data, provided by WA Department of Regional Development
*NB: Survey conducted only with residents aged 18 years or over. Total sample included a disproportionately low number of persons aged below 30 years
88
Appeal of Greater Bunbury as a Place to Live:
By Demographics
•
The appeal of living in Greater Bunbury is much higher among current WA residents compared to Interstate residents.
Full-time workers are also more likely to rate it as an appealing place to live compared to part-time workers and those
unemployed.
RATE GREATER BUNBURY AS AN APPEALING PLACE TO LIVE
(% sum 6-10 / 10)
LOCATION
No
22
Interstate
25
44
Regional WA
23
Perth
23
Yes
28
$120,000+
65+
Q5. Based on everything you know or may have heard, how appealing do you feel each of the following areas is as a place to live?
31
$80k-$119k
50-64
21
CHILDREN?
39
$50k - $79k
35-49
22
23
Under $50k
24
31
Not at all
25
HH INCOME
Part time
25
Full time
27
17
18-24
22
Females
Males
26
EMPLOYMENT
AGE
25-34
GENDER
89
Segment Insights:
Potential Migrants – Quantitative Survey
•
There is a broad spread of demographics among those considering moving to Greater Bunbury from the national survey*. Notably
however, three are on lower household incomes of under $50,000 despite five of the six respondents being in the workforce.
Potential Migrants to Greater Bunbury
Gender
Male
Female


Age
18-24
25-34

35-49

50-64

65+

Employment Status
*unweighted due to small sample size
(n=6)
Household Income
Under $50,000
$50,000 – $79,999


$80,000 – $99,999
$100,000 - $119,999

Prefer not to say

Children 17 yrs or younger living in your household
Yes
No


Current residence
Full-time

Part-time

WA Regional
Not at all

Interstate
WA Metro



90
➦
Segment Insights:
Lapsed Migrants
Potential
Time spent Migrants
When did
living there




they leave
5 years ago
Current
residence
Employment
Perth
Government
Full-time
12 months
5 years ago
Perth
Home duties
Partner:
Courier
18 months
3 years ago
Perth
RTO training
3 months
2 years ago
Perth
Farmhand
Note: missing information is due to some participants who did not feel comfortable sharing certain information
Main
Reason for
Leaving
Employment
(better pay +
conditions in
Perth)
Be closer to
family &
friends
Housing
Lived In
Centre of
Bunbury
Unit (2 x 1)
Partner, no
kids
Australian
Pelican Point
Standalone
house
(rental)
Married, one
child (7 yrs)
Australian
Married,
three kids
Employment
(made
redundant)
Met visa
working
requirements;
lifestyle (too
quiet)
Resistant Overseas
Status
Nationality
Migrants
Suburb
Australian
(7, 12, 15 yrs)
Boyanup
Granny flat
(on farm)
Partner, no
kids
UK
91
➦
Segment Insights:
Potential Migrants
Time
intended to
stay

When
planning to
move
Status
Intended
Employment
Partner
intended
employment
Potential Migrants
Planned groups
/ activities
Woodwork
classes
Fishing
Permanently
Within 2-4
years
Single
n/a (Workcover)
n/a
Permanently
Within 6
months
Partner, no
kids
Administration
Full-time
Utilities
Full-time
Permanently
Within 18
months – 2
years
Married, kids
moved out of
home
Self-employment
(arts + crafts)
Part-time

Permanently
Within the next
5 years just not
sure when
exactly
Single
Graphic design
Part-time / casual
n/a
Volunteering –
bushfire brigade,
coastal care

Permanently
Within 3-5
years
Married, one
child (7 yrs)
Sales /
warehousing
Full-time
Part-time –
open to
anything
Yes – nothing
specifically in
mind yet


Note: missing information is due to some participants who did not feel comfortable sharing certain information
Carpentry
Full-time
Gym / rec centre
Will research other
groups/clubs over
coming months.
Elderly groups
Disability groups
(helps her
business)
Intended
Housing &
Location
Nationality
Resistant Overseas
Migrants
Australian
Apartment /
townhouse
UK
Standalone
house – with
housemates
Australian
Standalone
house – open
to apartment or
townhouse
Australian
Australian
92
The Future
93
Bunbury’s strong population growth
is expected to continue over the next
decade, with an estimated
population of 112,650 in 2026.
94
Population Projection for Greater Bunbury
•
The population of Greater Bunbury is expected to continue to grow and reach 112,650 people by 2026. The five yearly growth rates
are expected to range from 1.95% to 2.28%. These projections indicate steady continued positive flows of migration to the area.
Population Projection for Greater Bunbury 2011-2026
120000
112,650
103,920
100000
94,430
84,370
80000
GROWTH RATE
60000
2016
2021
2026
40000
2.28%
2.11%
1.95%
20000
Source: WA Planning Commission, WA Tomorrow Medium Term Population
Forecasts (2015), ‘C’ Band1 show in chart
0
2011
2016
2021
2026
Source: WA Planning Commission, WA Tomorrow Medium Term Population Forecasts
(2015), ‘C’ Band1 show in chart
1.
'Band C' represents the median forecast of the 10,000 permutations, which means that the probability that the realisation is higher than 'Band C' is equal to the probability of it being lower (WA Planning Commission, 2015)
95
Key Learnings
96
In summary, Greater Bunbury is seen to offer the benefits and
amenities of a city, with the more relaxed and laid-back lifestyle of the
country. Its other strengths include its location (near Perth, the SW
and beaches) and reasonable cost of living.
These strengths should be the focus of future marketing activities to
attract migrants. Families are the ideal target market, as migrants feel
it is a great place to raise children.
The key challenges for attraction and retention of migrants are
sufficient employment opportunities, and the risk of it growing so big
that it loses its ‘country town feel’.
It is also important to note that different segments will prioritise
different liveability factors, so future development and attraction
strategies should be tailored according to the drawcards for each
segment. For example, access to education services is more
important to families, and nightlife options is important for young
adults.
A SWOT analysis for Greater Bunbury is provided overleaf…
97
SWOT ANALYSIS: GREATER BUNBURY
Strengths








Relaxed lifestyle (quieter, slower-paced)
Access to services & facilities
Well located – close to Perth and SW tourist towns
Beaches – natural beauty, coastal lifestyle
Employment opportunities
Cost of living / housing
Clean / well kept
Education & training options
vs other RCDP centres
Opportunities



More culture / entertainment e.g. festivals
Increased tourism & promotion
Target families & young couples – ideal for raising children
Weaknesses



Growing traffic congestion
Nightlife options (compared to Perth)
Shopping options (compared to Perth)
Threats
 Sense of community – not as strong as other RCDP
centres
 Retaining ‘small country town’ feel
 Sustaining employment opportunities (main reason for
migrants leaving)
98
Hunt Smarter.
Appendix
100
SUMMARY:
Key Insights Across RCDP Centres
Broome





 Employment
 Lifestyle
 Good size / access to services
& facilities
 Coastal/Outdoor Lifestyle
 Friendly locals / sense of
community
 Relaxed atmosphere
 Good work opportunities
 Good climate
 Lifestyle
 Employment






 Employment
 Lifestyle
 Tight-knit community /
welcoming/friendly
 Good employment
opportunities
 Access to services & facilities
 Relaxed lifestyle
Geraldton
Greater
Bunbury
Kalgoorlie
Key Attractors
 Employment
 Lifestyle
Potential Migrants


Main Reason(s)
for Considering
Moving
Relaxed lifestyle
Natural environment
Warm weather
Coastal lifestyle
Sense of community
Relaxed lifestyle
Well located
Proximity to beach
Lower cost of living / housing
Well sized
Wide access to amenities
Key Detractors
 Cost of living & housing
 Friction between locals vs
tourists
 Limited amenities & services
 Safety concerns
Key Barrier(s) to
migration
Best suited
demographics
≠ Employment opportunities
(primary)
≠ Tertiary education
opportunities (secondary)
 Working singles
≠ Employment opportunities
≠ Tertiary education
opportunities




 Growing traffic congestion
 Limited nightlife
 Limited shopping/retail options
≠ Employment opportunities
≠ Personal circumstances (e.g.
family / friends, property
search)
 Families
 Couples
 Empty nesters
 Drinking culture
 Less ideal for mature families
 Safety issues / Antisocial
behaviour
 Prevalence of mining industry
 Limited entertainment/leisure
options
 Cost of living/housing
≠ Employment opportunities
(primary barrier)
≠ Tertiary and Secondary
Education opportunities
(secondary barrier)








Crime rate
Limited entertainment / culture
Limited leisure options
Windy
 Couples
Resistant
Overseas
 Empty nesters
Migrants
Families
Singles
Couples
Empty nesters
Young families
Working singles
Couples
Empty nesters
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