THE latest snapshot of Tasmania is in, and the news is mostly good.
We are richer and smarter than two years ago. We call ourselves optimists, but we can be a little tight with the purse strings. We don't trust governments, but we reckon we lead full and busy lives.
Every year leading advertising company Clemenger puts together a comprehensive snapshot of the habits and mood of the nation.
Based on quarterly Roy Morgan surveys of more than 50,000 people, it identifies the traits we share and the things that set us apart from each other.
Clemenger's report, The State of Tasmania, reveals locals are generally upbeat about their lives, particularly in Hobart, where the proportion of people counting their glass as half-full approaches 80 per cent. But drill down deeper and the picture becomes more nuanced.
While Tasmanians are more likely than other Australians to feel financially stable and are less likely to have cut down on their spending, a strong and growing majority believe the gap between rich and poor is growing.
And despite the global financial crisis receding in the rear view mirror, the number of people believing the economy is in freefall is growing.
Far more than Australians elsewhere, Tasmanians don't trust governments. Only a small minority in each region report that they trust the current Federal Government and distrust is significantly higher in the state's North-West, something that may spell trouble in the key marginal seat of Bass.
And we are more likely to believe corruption is a major problem, with up to 60 per cent agreeing.
The Clemenger report revealed distinct differences between the state's three regional centres of Hobart, Launceston and Burnie/Devonport.
"The Hobart region showed optimism in terms of the economy and the future of Tasmania, despite a feeling of financial instability. The Hobart demographic is characterised by older households of white-collar workers, managers and professionals who value social interaction, new opportunities and knowledge," the report concluded.
Interestingly, Launceston emerged as a more liberal, health-conscious, environmental hub.
"The Launceston region showed an increase in income and a shift towards a more health-conscious consumer," the report said.
"This involves the consumption of organic and additive-free foods, as well as increasing concern for the environment.
"The Launceston demographic is characterised by the mid-life households of skilled workers who value security, reliability and family.
Perhaps unsurprisingly, the state's North-West emerged with its own distinct identity too.
"The Burnie/Devonport region showed increasing disregard for their health, as well as a large degree of distrust and dissatisfaction with the Government," the report said. "[The] demographic is characterised by young-parent households of skilled workers who value security, reliability and family."
READ THE FULL COVERAGE IN TODAY'S SATURDAY MERCURY ...
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