Retail Trade
Age by Industry
Age by Occupation
Age by Education
Age by Working Arrangements
Age by Industry Trends
Age by Industry
The average age (mean) of the Retail Trade industry is 33.4 years. This
represents the youngest industry across all sectors. The chart below displays
the age distribution of workers in Retail Trade. The largest proportion of
workers are in the 15 to 19 year age group (21.3 per cent), followed 20 to 24
years (14.9 per cent).
AGE BY INDUSTRY
Retail Trade
Age grouping
ABS (2001) Labour Force Australia
Projections of the age profile of the Retail Trade industry against the age profile of the population in ten years time, shows that there could be substantial variation between these two profiles. Most noticeable is the diversion at the 15 to 34 years age group, demonstrating a higher proportional concentration of young people compared to the Australia population.
Retail Trade
Workforce Population Age Profile Year 2004
Age by Occupation
The oldest employees within Retail Trade are Advanced Clerical and Service
Workers, with an average age of 41.4 years, followed by Managers and
Administrators, aged 40 years. The youngest group are Labourers and Related
Workers, 28.5 years.
AGE BY OCCUPATION
Retail Trade
Occupation
ABS (2001) Labour Force Australia
Age by Education
The level and currency of post-secondary qualifications held by workers within Retail Trade reflects the effectiveness and capacity of the industry over the long term. One in three workers in Retail Trade has a post-secondary education. The majority of the workers, who do hold a post-secondary qualification, have a certificate level qualification (19.2 per cent).
Older people aged 45 and over years, have a slightly greater proportion of workers who have obtained qualifications. 39 per cent of people in this age group have qualifications, compared to 32 per cent of workers aged between 15 to 44 years. Eighty per cent of workers aged 45 years and over who do hold post-secondary qualifications, obtained them before 1980. For workers aged less than 45 years, 38 per cent had completed their qualification prior to 1990.
| Highest Qualification | 15 to 44yrs | 45yrs and over | Total |
|---|---|---|---|
| Postgraduate Degree Level | .4% | .7% | .5% |
| Graduate Diploma and Graduate Certificate Level | .2% | .8% | .4% |
| Bachelor Degree Level | 5.1% | 5.6% | 5.2% |
| Advanced Diploma and Diploma Level | 3.5% | 4.4% | 3.7% |
| Certificate Level | 18.4% | 21.5% | 19.2% |
| No Post-secondary Education | 67.8% | 61.0% | 66.1% |
| Other | 4.6% | 6.0% | 4.9% |
| Total | 100.0% | 100.0% | 100.0% |
| Year completed qualification | 15 to 44yrs | 45yrs and over | Total |
|---|---|---|---|
| Before 1971 | 46.4% | 12.8% | |
| 1971-1980 | 10.7% | 33.8% | 17.1% |
| 1981-1985 | 12.8% | 5.5% | 10.8% |
| 1986-1990 | 14.4% | 5.5% | 11.9% |
| 1991-1995 | 18.8% | 3.6% | 14.7% |
| 1996-1997 | 10.3% | 1.5% | 7.8% |
| 1998-1999 | 15.8% | 2.3% | 12.1% |
| 2000-2001 | 17.2% | 1.5% | 12.9% |
| Total | 100.0% | 100.0% | 100.0% |
Age by Working Arrangements
The working arrangements of employees within Retail Trade are varied, with only one in eight Retail Trade workers employed on a standard full-time, 40 hour week basis. Sixty percent of employees within the industry work less than 40 hours a week. There are a higher proportion of younger people (15 to 44 years) who work less than 40 hours compared to older workers, 63.5 per cent and 49.9 per cent respectively.
| Hours worked | 15 to 44yrs | 45yrs and over | Total |
|---|---|---|---|
| 1-15 hours | 27.6% | 11.0% | 23.5% |
| 16-24 hours | 11.8% | 11.6% | 11.7% |
| 25-34 hours | 10.1% | 13.7% | 11.0% |
| 35-39 hours | 14.0% | 13.6% | 13.9% |
| 40 hours | 13.2% | 13.8% | 13.3% |
| 41-48 hours | 9.7% | 10.3% | 9.8% |
| 49 or more hours | 13.6% | 26.0% | 16.7% |
| Total | 100.0% | 100.0% | 100.0% |
Age by Industry Trends
The Retail industry has traditionally relied on a low-skilled, young and female workforce. In the face of population ageing in Australia however, retailers will need to consider how they will sustain themselves into the future. Critical to this will be the growth of strong learning and development pathways, particularly in small business environments.
New technologies and distribution channels are extending the range of technical and generic skills required within the industry. Such demands necessitate an industry culture of lifelong learning. Deregulation in trading hours has changed the profile of the workforce with increased levels of flexible, casual and part time employment. This has increased the demand for skill development to be equally flexible and responsive. Of particular relevance is the implementation of skill recognition strategies that create a shortcut for older workers into formal training.
People aged 45 to 54 years are the biggest consumers of retail products (including food, beverages, tobacco products, clothing and footwear and household furnishings and equipment), spending $315 weekly on such items. This is 15 per cent more than people aged under 45 years. Given the significance of the mature age market segment, retail marketers must have a good understand of the consumer preferences of this group. Common characteristics mature age consumers seek from retail outlets include:
- Staff that are courteous, friendly and efficient
- Quality service
- In-store customer assistance and service after the sale
- Accessibility
- Close and easy parking
- Comfortable store environment (lighting, flooring, seating, noise levels, music, temperature)
General marketing considerations include:
- An understanding that the ‘baby boomer’ generation are ‘the new old’ – ‘ageless’ and ‘eternally young.’
- Commentators suggest depicting consumers ten to fifteen years younger than their chronological age.
- Currently, mature consumers tend to show increased loyalty to particular brands; decreased price sensitivity; greater preference for the use of nostalgia appeals in advertising; preference for higher levels of quality; and a tendency to make join buying decisions.
- The mature market is not static. There will be changing spending patterns, product, ongoing service and distribution redesign requirements; and a continuous re-alignment of marketing and sales efforts.
Sources:
ABS (1999) Household Expenditure Survey, ABS Cat. No. 6530.0
ACCI (2003) Mature Age Employment Changing Culture
Positive Ageing Foundation of Australia (2002) The Age Friendly Guidelines Project
Wholesale Retail and Personal Services (2003) National Industry VET Plan 2003 – 2006
A Plan by the National WRAPS ITAB to Profile - Industry and Identify Skill Development NeedsSectors 2003 – 2006
