Audience Survey

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Australia’s housing stock traditionally has been dominated by single detached houses. In the 2006 census data it is recorded that detached dwellings constituted 74% of all Australian homes. With continued population growth and the sensible restriction of the urban growth boundary this dominance of the detached house will continue to be reduced by the increased construction of higher density options.

As Australia becomes increasingly urban it will be imperative that our new higher density building stock meets the needs and wants of the community. High quality design will be crucial to this process.

Architects Atelier Red+Black have been undertaking an innovative research project looking at the state of Australia's current building stock. The research project involves a data collection website <a href="http://ratemybuilding.com.au/">ratemybuilding.com.au</a> which commenced in October 2014.

<figure><img alt="" class="image-article_full_width_580px" height="294" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image15_1.jpg?itok=e_jxw2SK" title="ratemybuilding.com.au" width="580"></figure>It is a common argument put forward that due to apartment buildings being typically located near centres of urban activity, apartment dwellers do not want or require substantial living or kitchen spaces. This argument suggests that apartment residents would instead prefer to entertain guests in restaurants, pubs, cafes or public spaces.

This relatively straight forward assumption about how people want to live, is the first to be tested by the Rate My Building research project.

The hypothesis tested is as follows: is being able to entertain guests at home is as important to apartment dwellers as it is to those who live in detached houses?

<h2>Was there sufficient data?</h2>

There was sufficient data, despite the moderate sample size of 217 responses, for our independent mathematician to be highly confident that the two separate groups, house dwellers and apartment dwellers, were statistically no different in their response to this question.

We can point to the diversity of the responses as an indication of it being representative of the greater population. Responses were received from postcodes in the ACT, New South Wales, Victoria, Queensland, South Australia, and Western Australia. The most common postcodes were in Victoria. Within the apartment survey, there was generally a diverse spread of apartment types in the responses both in terms of number of bedrooms and in the estimated age of the building.

A limiting factor in this test however was the low number of respondents living in studio apartments.

<h2>Results</h2>

A Chi Square test was undertaken on the data which determined to a 95% confidence level that people living in houses and people living in apartments think the same way about entertaining guests in their home. Note this result may or may not apply to people living in studio apartments. More research would need to be undertaken to verify for this apartment type.

Figure 1. How important to your lifestyle is being able to entertain guests in your home?

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/image25_1.jpg" rel="gallery-all" title="Results for lifestyle and entertaining questions"><img alt="" class="image-article-full-width-580px" height="113" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/image25_1.jpg?itok=mbeb1n1K" title="Results for lifestyle and entertaining questions" width="580"></a>

<figcaption>Results for lifestyle and entertaining questions</figcaption></figure>For more information on our results, see our data sheet available for download at <a href="http://ratemybuilding.com.au/">ratemybuilding.com.au</a>.

This research shows that Australians want to entertain guests in their home, regardless of whether that home is a single bedroom apartment or four bedroom house. Architects, property developers and local councils need to ensure that the dwellings that they are creating are genuinely suitable for entertaining guests.

<h2>What does this mean for the design of apartment buildings in Australia?</h2>

This research shows that people living within Australian apartments consider entertaining guests in their home is no less important to them than those living in detached houses. This has important ramifications for developers who commission apartments, Architects who design them and Councils who approve them. Whilst the free market may apply significant pressure on the reduction of apartment sizes, Australians will not be satisfied with apartments where the kitchen and living spaces are so small that they cannot accommodate guests.

As Architects we would contend that best practice would allow for at least 6 people to occupy the living spaces within an apartment dwelling whilst also offering a communal entertaining area available for larger gatherings. This research also gives significant weight to the argument for minimum apartment standards to safeguard living standards in apartments.

Commenting on the debate around minimum design Standards Australian Institute of Architects Victorian President Peter Malatt strongly reiterated the position of the AIA that apartment standards, similar to SEPP 65 NSW are needed in all jurisdictions.

<blockquote>
It is not a question of whether we do or do not need these standards, the need is clear and urgent. The protection of the rights of the Australian public is our principle concern. All housing in Australia should provide for a dignified and sustainable way of life, and that includes apartment housing.
<cite>Peter Malatt</cite>
</blockquote>

The Office of the Victorian Government Architect (OVGA) has been working on the minimum apartment standards for some time. This process however has been hindered by the previous government's reduction in funding and refusal to appoint a Victorian Government Architect. This apparent apathy towards the OVGA may have been removed along with the Liberal Government last November, however we are still yet to see real changes by Labor. We need minimum standards urgently and for that we need a strong and fully funded OVGA.
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redblackarchitect

Do apartment dwellers want to entertain guests at home?

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How would you rate the quality of your apartment? What about the quality of your office? Architects Atelier Red + Black together with media partner Urban.com.au want you to tell us!

A new website <a href="http://ratemybuilding.com.au/">RateMyBuilding.com.au</a> has been set up as a portal for the general public to participate in research relating to the quality of our houses, townhouses, apartments and offices. Whilst these buildings are being designed for everyone to use and hopefully love, a large question remains over what people like and dislike about their current buildings. Are they the right size? Are they functional? What functions do they perform well and how can they be improved?

The Rate My Building project has already been operating for a few days and whilst it is far too early to draw specific conclusions about what the research will find, the initial data received raises some interesting questions that will hopefully be answered in time.

Over half of the respondents who have so far rated their house have indicated that their home size is either too big or small for their needs. By contrast a greater percentage of the initial respondents living in apartments were satisfied with the size of their dwelling.

<figure><a href="http://ratemybuilding.com.au/" title="Visit the Rate My Building website."><img alt="" class="image-article-full-width-580px" height="167" src="/sites/urbanmelbourne.info/files/styles/article_full_width_580px/public/pictures/article-images/stats2.jpg?itok=lLRdS2wD" width="580"></a></figure>In offices the initial responses suggest that there may be an issue with the percentage of workers who are unsure about the availability of important Health and Safety equipment such as first aid kits and defibrillators. Further responses will be required to determine if this is statistically significant, however the example highlights the value of undertaking such research.

<blockquote>
Architects are always concerned with how occupants will use their buildings. This research will shed further light on what is working and what isn’t. This can then enable us to design better performing buildings that actively respond to the end user requirements.
<cite>Sonia Sarangi, Co-Director of Atelier Red + Black</cite>
</blockquote>

Once sufficient responses are collected and the data analysed, Atelier Red + Black hope to share the insights of the project with Urban.com.au and architects across Australia in a bid to improve future buildings and make them more responsive to the needs of the end user.

So go check out the website today! The more survey responses received, the better the picture we will have about the quality of our built environment.

<a href="http://ratemybuilding.com.au/">RateMyBuilding.com.au</a>
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Atelier Red + Black announce RateMyBuilding.com.au

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It appears the 'wrong side of the Yarra, right side of Maribyrnong' encompassing Fitzroy, Carlton, Brunswick, North Melbourne and Northcote has been chosen as the region where most Urban.com.au readers would like to live or own a property.  The centre of the city and inner South round out the most popular regions of Melbourne respectively.  

That's the conclusion drawn from our ongoing <a href="http://www.effectivemeasure.com/" target="_blank">Effective Measure</a> reader surveys that are now in their third month.

The large amount of investment - both in infrastructure and residential construction - currently being funneled into Footscray does not appear to sway Urban.com.au readers as only 15% of Urban.com.au's audience selected inner West.  The inner East including Richmond - the suburb which lead the inner-city gentrification through the early 90s - appears to be off the boil with only 33% of the Urban.com.au audience selecting it in the multi-choice question.

We did attempt to correlate any kind of relationship with the number of projects we're tracking on our database with the survey responses however we came up empty.

The total projects we're tracking in <a href="https://www.urban.com.au/developments/fitzroy-vic" target="_blank">Fitzroy</a>, <a href="https://www.urban.com.au/developments/carlton-vic" target="_blank">Carlton</a>, <a href="https://www.urban.com.au/developments/collingwood-vic" target="_blank">Collingwood</a>, <a href="https://www.urban.com.au/developments/northcote-vic" target="_blank">Northcote</a>, <a href="https://www.urban.com.au/new-apartments/brunswick-vic" target="_blank">Brunswick</a> and <a href="https://www.urban.com.au/developments/brunswick-east-vic" target="_blank">East Brunswick</a> rounds out to 46.  The inner South representing <a href="https://www.urban.com.au/developments/south-yarra-vic" target="_blank">South Yarra</a>, <a href="https://www.urban.com.au/developments/prahran-vic" target="_blank">Prahran</a>, <a href="https://www.urban.com.au/developments/st-kilda-vic" target="_blank">St Kilda</a>, <a href="https://www.urban.com.au/developments/south-melbourne-vic" target="_blank">South Melbourne</a> and <a href="https://www.urban.com.au/developments/port-melbourne-vic" target="_blank">Port Melbourne</a> totals 59.  

The centre of the city -<a href="https://www.urban.com.au/developments/melbourne-vic" target="_blank"> Melbourne</a> (postcodes 3000 and 3004), <a href="https://www.urban.com.au/new-apartments/docklands-vic" target="_blank">Docklands</a> and <a href="https://www.urban.com.au/new-apartments/southbank-vic" target="_blank">Southbank</a> - totals a mammoth 77 projects.

The data provided by Effective Measure breaks down the responses in to gender categories - Urban.com.au's total audience gender breakdown is 75% male, 25% female.

Amongst males, the inner North again came out on top whilst female readers nominated the centre of the City as their most desirable place to live or own a property. 

It mightn't come as any surprise that the outer suburbs barely registered on the survey and it appears Urban.com.au might have a small tree-changer following with 13% of audience share allocated to a rural area / other regional city in Victora.

So what is it that makes the inner North a favourite of Urban.com.au readers?  

Truth be known, there was no specific purpose in asking the question on the survey - we thought we'd just throw it out there but it has given the editors some ideas for the next round of surveys which will be rolled out soon.

Perhaps this is a good time to disclaim that both Urban.com.au editors currently live on 'the wrong side of the Yarra, but right side of the Maribyrnong' - one is a native of the region, the other a 'migrant' from the outer South East.  

We're very much interested in having a discussion on why the inner North has come up trumps, so feel free to leave a comment in the box provided below.

 

The question asked:  Which of the following areas would you find most desirable to live, invest or own a property in (choose a maximum of 3)?

<table border="1" cellpadding="1" cellspacing="1" style="width: 100%;"><tbody>
<tr>
<td>Region</td>
			<td>Audience Share</td>
			<td>Male</td>
			<td>Female</td>
		</tr>
<tr>
<td>Inner North (Fitzroy, Carlton, Brunswick, Northcote, North Melbourne)</td>
			<td>57%</td>
			<td>60%</td>
			<td>43%</td>
		</tr>
<tr>
<td>The Centre of the City (CBD, Southbank, Docklands)</td>
			<td>52%</td>
			<td>51%</td>
			<td>57%</td>
		</tr>
<tr>
<td>Inner South (South Melbourne, Port Melbourne, South Yarra, St. Kilda, Fishermans Bend)</td>
			<td>45%</td>
			<td>46%</td>
			<td>43%</td>
		</tr>
<tr>
<td>Inner East (Richmond, Hawthorn/Glenferrie)</td>
			<td>33%</td>
			<td>34%</td>
			<td>29%</td>
		</tr>
<tr>
<td>Inner West (Footscray, Yarraville, Maribyrnong)</td>
			<td>15%</td>
			<td>15%</td>
			<td>14%</td>
		</tr>
<tr>
<td>A rural area / other regional city or town in Victoria</td>
			<td>13%</td>
			<td>11%</td>
			<td>21%</td>
		</tr>
<tr>
<td>Middle ring of suburbs - North or West of the Yarra (Coburg, Thornbury, Moonee Ponds, Essendon, Heidelberg, Williamstown)</td>
			<td>11%</td>
			<td>12%</td>
			<td>8%</td>
		</tr>
<tr>
<td>Middle ring of suburbs - South or East of the Yarra (Sandringham, Elsternwick, Moorabbin, Caulfield, Oakleigh, Camberwell, Doncaster)</td>
			<td>10%</td>
			<td>9%</td>
			<td>14%</td>
		</tr>
<tr>
<td>The urban heart of a regional city (Bendigo, Ballarat, Geelong) </td>
			<td>7%</td>
			<td>6%</td>
			<td>7%</td>
		</tr>
<tr>
<td>Outer ring of Suburbs - South or East of the Yarra</td>
			<td>4%</td>
			<td>4%</td>
			<td>1%</td>
		</tr>
<tr>
<td>Outer ring of Suburbs - North or West of the Yarra</td>
			<td>1%</td>
			<td>1%</td>
			<td>1%</td>
		</tr>
</tbody></table>
To see the rest of our demographic data captured through the user surveys, you can view it on our recently published Media Kit located <a href="https://www.urban.com.au/contact">here</a>.

 
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Alastair Taylor

The inner North: most favoured by Urban.com.au readers

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For the past few weeks you may have noticed a small popup in the bottom right hand corner stating Urban.com.au is looking to better understand its audience.  

<img alt="" class="image-article_half_width_351px" height="241" src="/sites/urbanmelbourne.info/files/styles/article_half_width_351px/public/pictures/article-images/share_feedback.jpg?itok=tq3_DJaN" title="Share Feedback button" width="351">

We have recently onboarded Melbourne-based global online measurement company <a href="http://www.effectivemeasure.com/" target="_blank">Effective Measure</a> to help us with this task.

The <a href="http://survey-b.effectivemeasure.net/launch/2WpsjiGs0nqv38ixax2wzukhyYrCqq3MEAflYoSrybVOjEHh5YDFZMLzcZn9HZO9/info" target="_blank">survey</a> has standard market research questions - age group, gender, profession, level of education and income brackets - however we have also added 3 custom questions to the survey more specific to Urban.com.au.   And it's these Urban.com.au questions along with the profession-based Market Research questions which will have an impact on the content we plan to publish in the new year - so we would greatly appreciate as many responses as possible.

All data is reported to us in aggregate form - meaning no personally identifiable information appears in the Effective Measure reports - and you have the choice of not answering specific questions.  Along with helping us plan our content for next year, the data collected during November and December will be used for a new media kit we will be producing in January 2014.

So on behalf of the Editors of Urban.com.au we'd like to thank you for helping us out by you taking a few minutes out of your day to complete the survey.

You can directly access the survey via this <a href="http://survey-b.effectivemeasure.net/launch/2WpsjiGs0nqv38ixax2wzukhyYrCqq3MEAflYoSrybVOjEHh5YDFZMLzcZn9HZO9/info" target="_blank">link</a>. (Opens in New Window).

Our privacy policy can be viewed <a href="https://www.urban.com.au/privacy" target="_blank">here</a>.  Effective Measure's privacy policy can be viewed <a href="http://www.effectivemeasure.com/privacy-policy" target="_blank">here</a>.

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