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Melbourne Metrotechs vote Green

Source: Roy Morgan Single Source (Australia), October 2010 – June 2013 (n = 142,773).
The Federal Election may be over, but there’s no end to the interesting data that continues to emerge in the aftermath. The news that Greens deputy Adam Bandt held on to the party’s single lower house seat after beating out the ALP’s Cath Bowtell in Melbourne reinforces research from Roy Morgan’s new consumer profiling product, Helix Personas*.

More than 90% of voters who live in the Federal seat of Melbourne fall within Helix Community 200, known as Metrotechs. Well-educated, high-earning young singles, individuals matching the Metrotech profile have strong social consciences and are genuinely concerned about issues such as global warming, human rights and education standards. You could say Bandt was preaching to the converted.

If the Greens were to hang on to any seat around the country, Metrotech Melbourne was it.

Melbourne electorate – home of Greens-voting Metrotechs

metrotech-helix-map

Source: Roy Morgan Single Source (Australia), October 2010 – June 2013 (n = 142,773).

Michele Levine, CEO, Roy Morgan Research, says:

“Although the Greens didn’t do as well as they would have liked in the election, Adam Bandt held onto Melbourne for the party, even in the face of the L-NP preferencing Labor ahead of the Greens.

“This speaks volumes about the electorate’s voters, and their concern for typically ‘Green’ social issues such as the environment, human rights and education.

“Helix Personas, Roy Morgan’s new profiling system, indicates that more than 90% of Melbourne’s voting population is made up of ‘Metrotechs’, a community of socially aware individuals whose values and attitudes align very closely with those of the Australian Greens. As much as these things can be, Bandt’s success in Melbourne was a foregone conclusion. It’s also further evidence of Helix Personas’ remarkable profiling capabilities.”

Click here to view the Helix Personas website.

Click here to read more political findings from Roy Morgan Research.

* Helix Personas is a range of products designed to provide accurate profiling of Australian consumers across a variety of attributes. The attributes that have been included in creating Helix Personas have been selected as the most predictive and defining consumer attributes. Helix Personas is a Trademark of Roy Morgan Research.

For comments or more information please contact:

Michele Levine

CEO

Office: +61 (3) 9224 5215

Mobile: +61 411 129 093

Michele.Levine@roymorgan.com

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About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2