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August 2009

Statistics New Zealand recently incorporated the results of the 2006 Census into its Household Labour Force Survey. This has allowed Roy Morgan to incorporate the 2006 Census into our Single Source Weighting.

Roy Morgan Research population estimates are calculated by applying the latest quarterly Household Labour Force Survey estimates (at a National, five-year age break level) to the results of the latest Census (at a sub-national, single-year age by gender break). Census figures are updated every five years.

With the inclusion of Census 2006 data there has been shift in the Roy Morgan Research population estimates; in particular at the sub-national level. Some population differences are noticeable and will result in changes to estimates of readership, product consumption and other data. Phasing in of the new Statistics New Zealand population changes will minimise their impact.

All Regional Councils will be affected with the largest changes occurring in Auckland, which will grow by 5.8%, and Southland, which will decrease by 7.3%. The new Statistics New Zealand population estimates will apply from August 2009 onwards. Previously released data will not be amended.

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