all being growth from only 1,400 in 1991. Much of this growth has been driven by immigration to New Zealand, particularly from Asia, and the CBD is the area in New Zealand with the highest percentage share (32%) of the Asian ethnic group in New Zealand. Also striking is the high number of students (both tertiary education and overseas students studying English in one of the many institutes), making up 27% of all residents (2001 Census) and contributing to the relative youth of the city residents. With increasing population, available services have also changed – from only about one superette in the early 2000s, this has ballooned to one supermarket and 38 superettes by 2011. In early 2012, two major supermarket chains opened a branch in the city centre, with Countdown opening on Victoria Street in January and New World opening a branch on Queen Street in early March. However, the population remains highly focused on ethnically diverse, mostly young and childless residents. According to an in-depth study of security perception in the Auckland CBD undertaken in 2005, most visitors and locals feel safe visiting and living in the CBD. Police and the Council have in part ascribed these positive feelings to over a dozen safety initiatives undertaken by authorities (from alcohol bans in parts of the CBD to CCTV surveillance and street lighting measures). However, in spite of the general perception of the CBD being safe, there was a feeling that crime had risen somewhat in the last five years (whereas in fact numbers had declined). This was considered to be mostly due to a media-driven public image. Economy With 8,500 businesses, the CBD accounts for 18% of all businesses in Auckland City, with the largest being Ports of Auckland, and the largest employment sectors being financial services, business and ICT services. The CBD is also the largest employment centre in New Zealand, with around 65,000 jobs, representing 13% of the regional workforce, and 25% of the Auckland City workforce. Around 73,000 people enter the CBD every morning between 7 am and 9 am, 60% of these by car, while the total 'turnover' is around 270,000 people per day. In 2003 many large corporations were housed in the Auckland CBD. During the same year, an Auckland City report stated that the Auckland CBD, compared to several central business districts in Australia, had "a broader and more dominant role in