at "Papamoa Beach." Strictly geographically speaking, "Papamoa" is actually located closer inland towards the Papamoa Hills, in an area covered by the Western Bay of Plenty District Council. Papamoa (situated at Papamoa Beach) can be split into two areas: Papamoa East and Papamoa West. Legally speaking, Domain Road separates Papamoa West from Papamoa East, although to many locals Papamoa East starts on the Eastern side of Parton Road. Papamoa East (of Parton Road) in the 1970s and 1980s used to be seen as more of an alternative place to live, a bit like the Coromandel Peninsula. Demographics Papamoa covers and had an estimated population of as of with a population density of people per km2. Papamoa had a population of 25,272 at the 2018 New Zealand census, an increase of 5,928 people (30.6%) since the 2013 census, and an increase of 9,096 people (56.2%) since the 2006 census. There were 9,006 households, comprising 12,300 males and 12,972 females, giving a sex ratio of 0.95 males per female, with 5,805 people (23.0%) aged under 15 years, 3,963 (15.7%) aged 15 to 29, 11,232 (44.4%) aged 30 to 64, and 4,275 (16.9%) aged 65 or older. Ethnicities were 85.3% European/Pākehā, 17.2% Māori, 2.8% Pacific peoples, 6.4% Asian, and 2.3% other ethnicities. People may identify with more than one ethnicity. The percentage of people born overseas was 22.7, compared with 27.1% nationally. Although some people chose not to answer the census's question about religious affiliation, 56.6% had no religion, 30.6% were Christian, 0.8% had Māori religious beliefs, 0.8% were Hindu, 0.3% were Muslim, 0.4% were Buddhist and 3.5% had other religions. Of those at least 15 years old, 3,579 (18.4%) people had a bachelor's or higher degree, and 3,405 (17.5%) people had no formal qualifications. 3,408 people (17.5%) earned over $70,000 compared to 17.2% nationally. The employment status of those at least 15 was that 9,612 (49.4%) people were employed full-time, 2,892 (14.9%) were part-time, and 645 (3.3%) were unemployed. Economy Papamoa Beach has a large shopping area located to the west of Domain Road,. There is a small section of industrial activity located to the east of Parton Road. Retail Papamoa Plaza, a shopping centre covering 14,120 m², opened in 1997. It has 650 carparks and 39 shops, including Countdown and The Warehouse. Fashion Island, another shopping centre covering 3,315 m², opened in 2006. It has 20 stores. Education Papamoa College is