Sydney agency people live in a media bubble and most have never even been to Parramatta, suggests study

More than twice as many Sydney agency people have eaten in trendy restaurant North Bondi Italian as have been to Parramatta, new research from out of home company Adshel suggests.

The survey – based on responses to a “How agency are you?” survey carried out by Adshel – appears to reinforce the perception that many agency people live in a suburban bubble that leaves them out of touch with middle Australia.

A far greater proportion of Sydney’s population is centred around Parramatta, to the city’s west, than in the city’s CBD and eastern suburbs where most agency people live and work.

Only 24 per cent of agency people in NSW have been to Parramatta, while 62 per cent have been to North Bondi Italian – 11 per cent of them in the last month.

According to the survey, 41 per cent of Sydney agency folk live in the city or inner city, compared to just 4 per cent of the public.

Another 25 per cent of agency staffers are in the eastern suburbs, compared to just 5 per cent of the general population.

agency people living

everyone else living

Meanwhile, according to the 3,178 completed agency surveys, the average agency commute is much less than the general population.

Among the most common journeys to work for agency people is from Bondi to the city, an average of 6.3km, compared to a more typical 11.6km Chatswood to the city commute for the general population.

Agency people travel 6.8km to work on average while the general public commutes 21.7km.

Amother difference in the typical agency person’s experience to the public is that while 72 per cent of real people  drive to work, only 25 per cent of agency people do so. A total of 40 per cent take the train, compared to 21 per cent of the public.

Other findings from the survey show that 27 per cent of agency people own between one and five ironic T-shirts, while 12 per cent have more than five.

The most popular music played in agencies is Mumford & Sons.

Nicole McInnes, marketing director of Adshel said: “Most of us who work in media and marketing don’t realise what a bubble we live in. Sydney is much more diverse and multi-faceted than we realise, with the majority of the action happening outside of the Eastern suburbs, CBD and the inner west.”

The “How agency are you?” survey can be completed via this link. (Declaration of interest: The survey was originally promoted through advertising on Mumbrella and elsewhere.)

Adshel infographic (click to enlarge):


(Click to enlarge) | Source: Adshel/ Common Ventures


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