Conceptual modelling is thought (by academics at least) to be a key activity of Business Systems Analysis. For decades, comprehensive research has been conducted on related topics such as data modelling, process modelling, meta modelling, model quality, and the like. Related empirical studies of modelling in practice, however, have often focused on experiments, limited case studies, and interviews. Recent comprehensive data on the actual practice of modelling appears to be rare. This study attempts to fill this void by analysing the actual popularity of modelling in Australian practice. The presented results have been derived from a web-based survey that was conducted in collaboration with the Australian Computer Society (ACS) during 2002.