rdawebstatic.s3.amazonaws.comrdawebstatic.s3.amazonaws.com/rdaresearch/pdf/2017...8 A PRODUCT OF RDA RESEARCH ©Copyright RDA Research 2019 Segment % HH Group Name Title Description

55 Segments Revealing the Underlying Diversity

of the Rapidly Evolving Australian Marketplace

2A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019

Contents

Introduction to geoSmart……………………………………………….................................................................................…3

geoSmart positioning chart…………………….....…............….…..……..……................................................................6

geoSmart 55 segments in 11 groups………………….......................................…………………..........7

geoSmart 55 segments summary…………………………….......................................……………..…….......8

11 Group thumbnails………………………………………………….....…............….….. ………………….…………..........................12

55 Segment thumbnails……………………………………………...…............…..….………….…………...............................…25

geoTribes background………………………………………………………...…………………………..….………………….....….82


What is geoSmart?

geoSmart in a proven and powerful segmentation that

assigns all Australian consumers & households into one

of 55 segments and 11 groups. geoSmart has been built

to maximize differences in wallet size, spending patterns,

media consumption, behavioural response and

multicultural influence.

geoSmart incorporates the latest Census, population

growth, household expenditure and economic patterns,

usage of financial services, lifestyle and discretionary

spending power. Through the Census, geoSmart taps

into cultural diversity and emphasizes differentials in

key lifecycle stages across multicultural groups.

Introduction to geoSmart

Why do we use Socioeconomic Status &

Family Orientation as the main way to

represent geoSmart?

The two most powerful drivers of why different types of

people choose to live in the places they do are Family

Orientation and Socioeconomic Status...

Family Orientation discriminates between family areas

where there are kids, mortgages & large houses and

non-family areas where young and older independent

singles & couples choose to live. Family Orientation taps

into lifecycle stage which is a key driver of needs across

most categories.

Socioeconomic Status (SES) represents the combined

effect of educational attainment, occupational status

and income and is a key driver of the spending power

and quality of purchases made by people to meets their

needs. SES drives the price/quality trade-off that is often

the most critical factor in brand positioning.

While psychographics influences consumer behaviour, at

an aggregate geospatial level, it tends to be swamped by

more powerful factors like spending power, cultural

influences and established household expenditure patterns.


Cultural Diversity & the Aging Population?

We are currently witnessing a dramatic shift in the multicultural character

of Australian consumers. Most recently, migrants from North & South Asia

have had a substantial impact on the character of areas across the

country, particularly in Sydney & Melbourne but also to a lesser extent

across metropolitan Australia. Cultural diversity and lifecycle changes are

closely linked as a large proportion of Australia’s new multicultural

residents are in younger lifecycle stages, while much of the growing

boomer & retiree population is Caucasian.

geoSmart is optimised to discriminate across the emerging multicultural

landscape with 23 of the 55 geoSmart segments having a distinctive

multicultural flavour to their character.

Finding Your Target geoSmart Segments?

The key to effective use of geoSmart is finding your target segments.

These are usually the big spenders in your category & aligned to your

brand positioning.

You can find your target geoSmart segments by…

o Profiling your customer database through RDA Research

o Profiling your retail footprint

o Using RDA’s household expenditure profiles

o Using Media Planning Systems like EMMA or CMV

o Using the detailed profiling available for geoSmart to judgementally

work out which segments you would like to target


geoSmart Applications?

geoSmart is a highly flexible segmentation system, providing

powerful solutions for...

1. Database enhancement to better understand the

types of customer you have & how they behave

2. Selecting customers & prospects for campaigns using

lookalike targeting.

3. Creating tailored messaging using psychological &

lifestyle profiling.

4. Profiling website and call centre visitors & purchasers

by tagging them in real time.

5. Media planning using data available from EMMA & CMV.

6. Wallet size estimation using RDA’s household expenditure

profiles.

7. Gap analysis & market penetration to work out the best

areas for business development .

8. Profiling channel usage & understanding how to improve

your channel mix.

9. Planning retail networks by locating your stores or

branches where your target segments reside.

10. Profiling lapsed & newly acquired customers to better

understand the competitive dynamics in your market.

11. Linking third-party data with customer databases,

market research & retail trade area profiles to build a

higher level of customer understanding.


6. Multi-Channel Execution

Execute across multiple

channels to achieve

optimal results...

Database...

• Billing · Website

• CRM · Subscription

• IVR · Loyalty

geoSpatial...

• Letterbox · Retail

• Outdoor · DM

Media Agency...

• Digital · Print

• Broadcast

Target Specs for Media Planning

geoSmart provides a single, consistent segmentation framework linking targeting across all stages of campaign planning.


2. Marketing Database Analytics

Profile databases & key segments (eg new customer

acquisitions, churn behaviour & life time value).

Readily analyse response by channel & segment. Refine targeting based on responsiveness.

3. Target Identification

Choose target

geoSmart segments...

4. Knowledge Building

Understand the defining characteristics

of each target segment; product

usage, behaviour, needs, preferred

features & channels, brand, competitive

positioning & media preferences by

tagging target segments on to...

• Database Analysis

• Geospatial Analysis

• Focus Groups

• Online Communities

• Media Planning (EMMA/CMV)

1. Database Tagging

Tag geoSmart codes onto you customer / member / prospect database.

5. Proposition Development

Develop compelling propositions

based on the target segment's

defining characteristics...

geoSmart

Segments

Product vs General Populationby geoSmart Segment


The 55 geoSmart geodemographic segments are able to be positioned against axes of Socioeconomic Status and Family Orientation. The relative

positioning of segments on the chart facilitates the assignment of each segment to one of 11 higher level Groups (A-K).

geoSmart Positioning Chart 55 Segments (1-55) in 11 Groups (A-K)


The 11 groups (A-K) represent a summary level of analysis which is stratified by Socioeconomic Status and Family Orientation.

geoSmart 55 Segments (1-55) in 11 Groups (A-K)


Segment % HH Group Name Title Description Detail Dominant geoTribes Segments

1 1.2 A PrestigeMature families in

elite suburban areas

Typically: Affluent mature families in prestigious suburban areas. Have highest individual and household incomes and live in large houses with older children (5+ bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High levels of home ownership, financial assets and discretionary spending. Second property purchases and outstanding loan balances.

Rockafellas, Fortunats & Preppies

2 1.3 B High Status UrbanExclusive medium

density areas

Typically: Affluent, medium density urban areas with high individual and household incomes. Many young independents and affluent empty nesters. Use public transport. Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High disposable incomes, investable assets and outstanding loan balances.

Fortunats, Crusaders & Rockafellas

3 0.9 B High Status High DensityExclusive higher density

areas in major capital cities

Typically: Affluent young independents in high density areas. Have high individual and household incomes. Live in flats (4+ storeys with 1-2 bedrooms) with high residential mobility and usage of public transport. Low religious affiliation and culturally diverse. Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High disposable incomes, investable assets and discretionary lifestyle expenses.

Crusaders & Fortunats

4 2.1 A Mature Affluent SuburbanMature affluent households in medium density housing

Typically: Affluent mature family and post-family households. Medium density suburban areas with high household and individual incomes. Work in Professional or Managerial occupations. Home ownership, financial assets and discretionary spending. Investment property purchases and outstanding loan balances.

Fortunats, Rockafellas, Crusaders & Preppies

5 1.8 A Desirable SuburbanProfessionals & managers in

desirable suburban areas

Typically: Affluent middle-aged and mature families in suburban areas. Have high household and individual incomes and live in large houses (5+ bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. Financial assets, outstanding debt and discretionary spending.


6 1.3 C Established High Status FamilyAffluent established households

in stable suburban areas

Typically: Affluent mature families in suburban areas. Have high household and individual incomes and live in large houses with older children (5+ bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High levels of home ownership, financial assets and discretionary spending. Investment property purchases and outstanding loan balances.


7 2.1 E Urban BohemianAffluent young people living in

near-cbd medium density housing

Typically: Affluent, young non-family households. CBD-fringe areas made up of low and high-rise flats. Rent, have high residential mobility and use public transport. Low religious affiliation. Graduated or studying Bachelor degrees. Work in Professional occupations. High disposable incomes, investable assets and discretionary lifestyle spend.

Crusaders & Fortunats

8 1.0 C Affluent Multicultural Affluent multicultural families

Typically: Affluent mature families in suburban areas with a strong North East Asian/multicultural influence. Have high household incomes and large houses (4+ bedrooms, 4+ persons, 2 motor vehicles). When speak another language much more likely to speak English well or very well. Graduated with Bachelor degrees and work in Professional occupations. Home ownership, financial assets and discretionary spending. Second property purchases and outstanding loan balances.

Rockafellas, Fortunats, Preppies & Achievers

9 0.9 C Multicultural Family AchieverYoung families from diverse cultural

backgrounds living in outerlying suburbs

Typically: Affluent families in outerlying suburban areas with a strong multicultural influence. Have high household incomes and live in large houses currently being purchased (4+ bedrooms, 4+ persons). Graduated with Bachelor degrees. High levels of debt, high cost of living expenses and low discretionary spending.

Achievers, Rockafellas, Preppies & Fortunats

10 2.9 E Desirable UrbanAffluent non-family households

in medium-density housing

Typically: Affluent young and older non-family households. Have high individual incomes and live in urban areas made up of semi-detached and low-rise flats. Rent, have high residential mobility and use public transport. Low religious affiliation. Graduated or studying Bachelor or Postgraduate degrees, work in Professional occupations. High disposable incomes, student debt and discretionary spend.

Crusaders, Fortunats, Rockafellas & Achievers

11 1.4 E High Density UrbanAffluent young persons

living in high rise housing

Typically: Affluent young independents in high-density households with a strong multicultural influence. Rent in flats (4+ storeys with 1-2 bedrooms) with high residential mobility and usage of public transport. When speak another language much more likely to speak English well or very well. Graduated or studying Bachelor degrees, work in Professional occupations. High disposable incomes, student debt and discretionary lifestyle spend.

Crusaders, Independents & Fortunats

12 1.7 D Cosmopolitan SuburbanEstablished multicultural suburban

areas in Sydney & Melbourne

Typically: Well-off older families in suburban households with a strong Italian/Southern European influence. Have high household incomes medium-sized houses (3 bedrooms). Graduated with Bachelor degrees, work in Professional or Managerial occupations. High levels of home ownership, financial assets and discretionary spend.

Rockafellas, Achievers, Fortunats, Preppies & Grey Power

13 1.8 D High Status Multicultural SuburbanMid status suburban households from

multicultural backgrounds

Typically: Well-off older families in suburban households with a strong Chinese/multicultural influence. Year 12 and above educational attainment, working in Professional occupations. Both parents born overseas. Above-average levels of home ownership. Property investments and debt.

Achievers, Grey Power, Preppies, Rockafellas & Suburban Splendour

14 2.1 C Affluent Family Better-off families in

large mortgaged houses

Typically: Well-off older families in suburban households. Have high household incomes and live in large, mortgaged houses (4+ bedrooms, 4+ persons, 2+ motor vehicles). High levels of English-only speakers. Outstanding loan balances and living expenses.

Preppies, Achievers, Suburban Splendour, Rockafellas & Fortunats

15 2.7 D Better off Mature Communities Better-off mature households in both

metropolitan & regional areas

Typically: Well-off mature households in metropolitan and regional areas. Live in large houses (4+ bedrooms, 2+ motor vehicles). Retirees, empty nesters and mature families. Many English-only speakers. Parents born in Australia. Financial assets, value of superannuation accounts, recreational spending and high levels of home ownership,.

Fortunats, Grey Power, Achievers & Preppies

16 3.6 D High Status SuburbanAffluent white-collar households

in stable suburban areas

Typically: Well-off families in suburban areas. Have high household and individual incomes and live in medium-sized, mortgaged houses (3 bedrooms, 2 motor vehicles). Mainly Caucasian, English-only speakers. Graduated with Bachelor degrees and work in Professional occupations. Living expenses and high debt.

Achievers, Fortunats, Grey Power,Suburban Splendour & Preppies

geoSmart 55 Segments Summary (1-16)



17 1.2 E Multicultural Urban LifestyleMulticultural householdsin high density housing

Typically: Well-off young independents in culturally diverse areas, principally of Chinese and South Asian backgrounds. High-density areas. Rent in high-rise and low-rise flats (2 bedrooms) with high residential mobility and usage of public transport. Many have moved to Australia in the last 20 years and have both parents born overseas. When speak another language much more likely to speak English well or very well. Graduated or studying Bachelor or Postgraduate degrees, work in Professional occupations. Student debt and income from other sources.

Crusaders & Independents

18 2.4 H Mid Status Urban Mid status households in

high density areas

Typically: Mid-high status young independent households in high-density areas. Rent in low-rise flats (1-3 storeys, 1-2 bedrooms, 0-1 motor vehicles) with high residential mobility and usage of public transport. Never married and live alone or in group households. High levels of full-time employment. Low religious affiliation. Caucasian and mixed multicultural backgrounds. Graduated or studying Bachelor degrees, work in Business occupations. Student debt, income from parents and lifestyle discretionary spend.

Independents & Crusaders

19 1.2 G Multicultural Family StarterYoung families from diverse cultural

backgrounds living in outerlying suburbs

Typically: Mid-high status young and middle-aged family households living on the city fringe. Strong South Asian/multicultural influence. Recently moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor vehicles). Many married at a younger age and have moved to Australia in the last 20 years. Both parents born overseas. When speak another language much more likely to speak English well or very well. Outstanding debt and spend on family essentials.

Achievers, Debtstars & Suburban Splendour

20 2.2 F Family AchieverMid status families in

large mortgaged houses

Typically: Mid-high status family households living on the city fringe. High household incomes and live in large, mortgaged houses (4+ bedrooms, 4+ persons, 2-3 motor vehicles). Majority married, English-only speakers. Parents born in Australia. Outstanding debt and living expenses.

Achievers, Suburban Splendour & Debtstars

21 1.2 G Established Multicultural SuburbanMature multicultural families in established

suburban areas of Sydney & Melbourne

Typically: Mid-high status mature families and seniors living in established, culturally diverse suburban areas. Strong Greek influence. Live in medium-sized houses (3 bedrooms). Both parents born overseas. Use public transport. High levels of home ownership and investable assets.

Suburban Splendour, Grey Power, Achievers & Preppies

22 0.9 G Mid Status Multicultural SuburbanMid status suburban households from

multicultural backgrounds

Typically: Mid-high status suburban households with a strong Chinese/multicultural influence. Many full-time unistudents and extended households. Both parents born overseas. High residential mobility and usage of public transport. Graduated or studying Bachelor degrees. Student debt, income from other sources and spend on essentials.

Independents, Suburban Splendour & Grey Power

23 1.8 G Mid Status Family Starter Financially extended younger

families in newer housing

Typically: Mid-high status young and middle-aged family households living on the city fringe. Mid-range household and individual incomes. Recently moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor vehicles). High levels of full-time employment and Certificate qualifications. Travel by car to work. Outstanding debt and living expenses.

Debtstars, Achievers & Suburban Splendour

24 3.1 H Mid Status Mixed UrbanMid status, medium-density,

mainly Caucasian households with diverse demographics

Typically: Mid-status mix of retirees, young families and young independents in medium density housing. Caucasian backgrounds with low religious affiliation. Many lone person and divorcee households. Diverse household expenditure and economic characteristics.

Boomers, Grey Power, Debtstars & Independents

25 1.0 H University EnclavesUniversity students & other young people living near

major university campuses

Typically: University students and young professionals living near university campuses with a strong Chinese/multicultural influence. Rent in high-rise and low-rise flats (1-2 bedrooms) with high residential mobility and usage of public transport. Many not in the labour force and living in group households. Low religious affiliation. Graduated or studying bachelor degrees. Student debt, income from other sources and spend on essentials.

Independents & Crusaders

26 0.7 G Mining Mining communitiesTypically: Mid-status young or middle aged families renting in mining communities. High household and individual incomes and residential mobility. Caucasian backgrounds. Certificate qualifications, work in Trades and the Mining industry. Vehicle and living expenses. High levels of debt.

Debtstars, Boomers, Suburban Splendour & Achievers

27 1.0 F Establishing Multicultural FamilyOuterlying multicultural suburbs

of Sydney & Melbourne

Typically: Mid-status families in outerlying suburban areas with a strong multicultural influence. Live in large mortgaged houses (4+ bedrooms, 4+ people, 2 motor vehicles), many with both parents born overseas. Outstanding debt and living expenses.

Suburban Splendour, Debtstars &

Twixters

28 1.0 H Elderly EnclavesSuburban areas with a significant

concentration of retirees

Typically: Seniors living in suburban retirement communities. Live in medium density, semi-detached housing. Many lone person households and widows/widowers. High levels of home ownership and other forms of tenure (e.g. retirement homes). Above-average cash investments and investable assets and spending on basic needs.

Grey Power & Survivors

29 2.5 H Multicultural Mixed Urban Medium density areas with

diverse multicultural backgrounds

Typically: Mid-status mixed households in areas with a multicultural influence. Live in low-rise flats, small semi-detached or standalone houses (2-3 bedrooms, 0-1 motor vehicles). Many renters, younger households and users of public transport. Mild financial hardship, spend on essentials.

Independents, Debtstars, Boomers & Suburban Splendour

30 0.8 F Established Multicultural FamilyOuterlying multicultural suburbs

of Sydney & Melbourne

Typically: Mid-status mature families living in outerlying suburbs with a European/multicultural influence. Married and live in large houses (4+ bedrooms, 4+ persons, 2+ motor vehicles). Drive to work. Both parents born overseas. High levels of home ownership. Living expenses and low levels of discretionary spend.

Suburban Splendour, Twixters, Grey Power & Debtstars

31 1.3 G Old European Blue CollarOlder European migrants

in established suburbs

Typically: Mid-status mixed households in suburbs with a strong Italian and to a lesser extent Greek influence. Live in small or medium-sized houses (3 bedrooms). Both parents born overseas. Many Catholics and retirees. Home ownership, income from pensions and spend on basic needs.

Suburban Splendour, Grey Power, Debtstars & Survivors





32 2.4 F Aspiring Family FringeFamilies in large houses, mainly in low-density, city fringe areas

Typically: Mid-status families living in low-density city fringe areas. Live in large houses (4+ bedrooms, 3+ motor vehicles). English-only speakers and people with Caucasian backgrounds. Year 10-Year 11 education and Certificate qualifications. Work in Trades, Agriculture and Construction industries. Outstanding debt and living expenses

Suburban Splendour, Boomers, Debtstars & Grey Power

33 1.7 F Establishing Mid Status FamilyFinancially extended families in newly established housing

Typically: Mid-status families living in newer suburban households in city fringe areas. Mid-range household incomes and live in large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor vehicles). High levels of full-time employment and Certificate qualifications. Work as Technicians and Trade Workers. Travel to work by car. High outstanding loan balances and living expenses.

Debtstars, Suburban Splendour, & Twixters

34 4.1 G Established Mid Status Suburban Established mid status suburban areas

Typically: Mid-status families living in suburban households on city fringes. Mid-range household incomes and live in large houses (3-4 bedrooms, 2-3 motor vehicles). Caucasian backgrounds and English-only speakers. Year 10-Year 11 education and Certificate qualifications. Work in Trades and Construction. Typically travel to work by car. High debt, living expenses and low discretionary spend.

Debtstars, Suburban Splendour, Boomers, Twixters & Grey Power

35 2.1 J Empty Nest & Retirement Less affluent sea and tree change

Typically: Mid-low status retiree/empty nest households in country and coastal towns as well as outerlying suburbs in regional cities. Live in medium-sized houses (1-2 persons, 1 motor vehicle). Many lone person households. Low educational attainment and Certificate qualifications. Almost entirely Caucasian, born in Australia and English-only speaking. High home ownership, income from pensions and living expenses.

Boomers, Survivors & Grey Power

36 3.4 I Mature Provincial SuburbanPoorer seniors & mature

independents in regional areas

Typically: Mid-low status mature households in towns and outerlying suburbs in regional cities. Live in medium-sized houses (3-4 bedrooms, 2 persons). Low educational attainment and Certificate qualifications. Almost entirely Caucasian, born in Australia and English-only speaking. High home ownership, living and motor vehicle expenses.

Boomers, Debtstars, Survivors, Grey Power & Suburban Splendour

37 2.0 I Established Blue Collar SuburbanBlue collar families in stable

suburban areas

Typically: Lower status families living in established suburban households in city fringe areas with diverse multicultural influences. Live in medium-sized houses (3 bedrooms). Work in Transport, Postal and Warehousing. Spend on essentials.

Debtstars, Suburban Splendour, Twixters, Struggleville & True Blues

38 0.9 J Blue Collar Mixed Multicultural Blue collar younger people from diverse multicultural

backgrounds in higher density areas

Typically: Lower status, young independents and families in suburban areas with a very strong and diverse multicultural influence. Rent in low-rise and high-rise flats (2 bedrooms, 0-1 motor vehicles) with high residential mobility and usage of public transport. Many young married households. Both parents born overseas. Work in Trades and as Labourers, Machinery Operators and Drivers. Financial hardship, income from other sources and basic living expenses.

Independents, Debtstars & True Blues

39 3.4 I Blue Collar SuburbanLower status suburban areas with a mix of older and younger persons

Typically: Lower status families and seniors living in suburban areas on city fringes. Live in medium-sized houses (3 bedrooms, 1 motor vehicle). Caucasian backgrounds with low religious affiliation. Year 10-Year 11 education and Certificate qualifications. Work as Technicians and Trade Workers. Travel to work by car. Many lone parent families and lone person households. Income from pensions, spend on basic needs and financial hardship.

Survivors, True Blues, Struggleville & Debtstars

40 2.1 I Provincial FringeHobby farmers & other households on the fringe of provincial centres

Typically: Families, mature independents and early seniors living in regional areas. Homeowners living on large properties (2 persons, 3+ motor vehicles). Low educational attainment, work in Agriculture. Almost entirely Caucasian, born in Australia and English-only speaking. High levels of full-time employment in older people. Home ownership as well as living and motor vehicle expenses.

True Blues, Survivors, Boomers, Struggleville & Debtstars

41 2.4 J Low Status Mixed UrbanSmaller low income & elderly households,

in urban welfare & provincial areas

Typically: Lower status young independent and elderly households living in low-cost/social housing in both metropolitan and provincial areas. Low household and individual income. Rent in flats (2 bedrooms, 0-1 motor vehicles) with high residential mobility. High levels of lone person households (young and old). Divorced or never married. Caucasian backgrounds. Work in Accommodation and Food Services industries. Financial hardship, spend on essentials and welfare assistance.

Independents, Survivors, True Blues & Boomers

42 1.2 I Transient SuburbanHighly transient young people

in low cost housing areas

Typically: Lower status young families living in suburban areas on city fringes. Low household incomes. Rent medium-sized, low-cost housing (3-4 bedrooms, 1-2 motor vehicles) with high residential mobility. Many families with young children and lone parent families. Low religious affiliation. Certificate qualifications and work as Labourers, Trade Workers, Machinery Operators and Drivers. Loan repayments (non-property) and spend on essentials.

Struggleville, True Blues, Independents & Debtstars

43 1.4 I Low Status Mixed Multicultural Lower status suburban areas with diverse multicultural backgrounds

Typically: Lower status, larger mature families and late seniors living in suburban areas with very strong and diverse multicultural influences. Live in medium-sized houses (3 bedrooms), many with both parents born overseas. Low educational attainment, work as Labourers, Machinery Operators and Drivers and in Manufacturing. Financial hardship, seeking welfare assistance, income from pensions and living expenses.

True Blues, Survivors, Struggleville & Twixters

44 3.4 I Low Status Provincial SuburbanPoorer suburbs in regional cities & provincial areas

Typically: Lower status families and mature independents in towns and regional cities. Many young families and lone parent families. Live in medium-sized, mortgaged houses (3 bedrooms) and drive to work. Low educational attainment and Certificate qualifications. Almost entirely Caucasian, born in Australia and English-only speaking. Work as Labourers, Technicians, Trade Workers, Machinery Operators and Drivers. Outstanding debt and financial hardship. Vehicle and living expenses.

Struggleville, True Blues, Survivors & Debtstars




45 1.2 I Agricultural Mainly employed in Agriculture

Typically: Families, mature independents and early seniors living in regional and remote Australia. Homeowners living on large properties (3+ motor vehicles). Low educational attainment. Work in Agriculture. Almost entirely Caucasian, born in Australia and English-only speaking. Marriage and full-time employment in older people. Home ownership and medical costs.

True Blues, Survivors, Struggleville & Boomers

46 1.0 I Middle Eastern MulticulturalAreas with a strong middle eastern cultural influence

Typically: Lower status large families living in suburban areas with a strong Middle-Eastern/multicultural influence. Live in medium-sized houses (3 bedrooms and 4+ persons, many 6+) where both parents were born overseas. High instances of 6+ person households. Many people of Islamic faith. Work in Trades, Transport, Postal and Warehousing Industries. Financial hardship and spend on essentials.

Twixters, True Blues, Struggleville, Survivors & Slender Meanz

47 1.0 K Retirement Living Mainly retirement homesTypically: Seniors in city or regional areas living in retirement homes/communities. Many widows/widowers. High levels of home ownership Low educational attainment. Income from pensions and spending patterns geared towards basic needs.

Survivors & Grey Power

48 4.2 K Small Town BattlerBattling families and seniors

in small regional towns

Typically: Low status seniors and family mix in regional areas. Homeowners in moderately sized houses (3 bedrooms). Only speak English. Low educational attainment and work as Labourers and Trade Workers. Income from pensions and spend on essentials.

Survivors, Slender Meanz, True Blues & Struggleville

49 0.9 K Established Asian Areas with a strong Vietnamese

& other Asian influence

Typically: Low status suburban areas with strong Vietnamese & South East Asian influence. International migration to these areas largely diminished in recent years. Low household and individual income families living in moderately sized houses (3 bedrooms). When speak another language less likely to speak English well. Work in Manufacturing and as Labourers, Machinery Operators and Drivers. Seeking welfare assistance and low levels of discretionary spending.

Slender Meanz, Survivors, Struggleville, True Blues & Twixters

50 1.6 K Low Status Rural FringeLow cost housing areas on the

fringe of provincial towns

Typically: Low status early seniors and mature independents living on the fringes of regional towns. Homeowners with low household and individual incomes. Many lone person households. Low educational attainment and work in agriculture. Financial hardship, spend on essentials and seeking welfare assistance.

Survivors, True Blues, Slender Meanz & Struggleville

51 1.9 K Family Battlers Battling blue collar familiesTypically: Low status families living around the city fringes. Have low household and individual incomes and live in moderately sized houses (3 bedrooms). Attained Certificate qualifications and work in low-skill occupations. Many divorced or have never been married. Financial hardship, spend on essentials, debt and seeking welfare assistance.

Slender Meanz, Struggleville, True Blues & Survivors

52 2.4 K Small Town Blue Collar SuburbanMature households in smaller

country towns & provincial areas

Typically: Low status seniors in regional areas. Homeowners living in retirement in small houses (2 bedrooms). Many lone person households. Low educational attainment. Income from pensions as well as medical and basic living expenses.

Survivors, Slender Meanz & True Blues

53 3.1 K Provincial DistressLow cost suburban housing in

regional cities & provincial towns

Typically: Low status suburban areas in regional cities or provincial towns. Low cost housing. Many lone parent families and lone person households. Have low individual and household incomes. Low educational attainment and high levels of either unemployment and/or not being in the labour force. Tend to work as Labourers, Machine Operators & Drivers. Financial hardship, spend on essentials and seeking welfare assistance.

Slender Meanz, Survivors & Struggleville

54 0.2 K Indigenous Indigenous communitiesTypically: Indigenous communities living in very remote Australia. Renting in low-cost/social housing in extended family groups. Disadvantaged and have low individual and household incomes.

Slender Meanz & Survivors

55 0.9 K Suburban Distress Disadvantaged households

Typically: Disadvantaged, lone parent families renting in low-cost/social housing. Have low individual and household incomes. Many divorces or have never been married. Low educational attainment and high levels of either unemployment and/or not being in the labour force. Tend to work as Labourers, Machine Operators & Drivers. Financial hardship, spend on essentials and seeking welfare assistance.

Slender Meanz & Survivors


geoSmart

11 GroupThumbnails


geoSmart 11 Groups…


Summary Demographics Household Expenditure: Top 15 Composition of Segment by State

Socioeconomic Status Seg % Index

SES AB 88.6 436.5

SES C 10.4 51.6

SES D 0.9 4.4

SES E 0.1 0.4

SES FG 0.0 0.1

Sydney

Lifecycle Stage

Living at Home 12.0 113.7

Young Independents 8.9 68.0

Young Families 6.2 56.7

Middle Aged Families 15.6 116.9

Mature Families 23.6 142.6

Mature Independents 13.7 85.9

Early Seniors 11.6 101.2

Late Seniors 8.5 103.5

Tenure Type

Own 41.4 130.0

Mortgage 38.3 109.2

Melbourne Rent 19.9 61.5

Other 0.5 56.9

Other Characteristics

4+ Bedrooms 45.4 140.1

Flat 4+ Storeys 1.1 22.0

Different Address 5 Yrs Ago 37.8 88.2

Use Public Transport 17.2 135.5

Both Parents Born Overseas 34.8 94.1

Work in Agriculture 0.3 12.7

Attend University F/T 4.9 143.4

Lone Parent Families 10.5 66.5

Top 5 NESB Languages

Other Languages 5.6 83.7

Other Segments within Group A Chinese 4.6 116.5

1 Prestige 4 Mature Affluent Suburban Greek 1.4 135.7

5 Desirable Suburban Indian & Other South Asian 1.2 41.1

Italian 1.2 104.3

Remoteness

geoTribes Composition: Top 5Household Economics: Top 5

Elite Suburban & Family

Highest socioeconomic status group with mature families and elderly

people. High home ownership and larger houses. High discretionary

spend and a diverse range of financial products.

Value of Non-Residential Property

Value of Superannuation Accounts

Loan Balance: Other Property

Value of Residential Property

Value of Shares, Bonds and Trusts

5.9%

8.2%

14.0%

30.2%

41.4%R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Crusaders

CrusadersR ockafellas

Achievers

6.1%

0.2%

1.2%

12.6%

7.7%

15.3%

30.4%

26.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Off Licence Wine Consumption

Animal Care and Grooming

Catholic School Fees

Household Furnishings

Other Property Payments

Donations to Charities

Books

On Licence Wine Consumption

Clothing Repairs and Dry Cleaning

Parking Costs

Sickness and Personal Accident Insurance

Physiotherapy Fees

Gardening Services

Housekeeping and Cleaning Services

Private/Independent School Fees

97.6%

Dummy1 Dummy2

Major Cities of Australia Inner Regional Australia

Outer Regional Australia Remote Australia

Very Remote Australia Dummy

AGroup

5.1% 5.6%Aust Households Aust Population




SES AB 89.7 442.0

SES C 9.7 47.9

SES D 0.5 2.7

SES E 0.0 0.2

SES FG 0.0 0.1

Sydney

Lifecycle Stage









Tenure Type

Own 27.8 87.2

Mortgage 27.1 77.3


Other 0.3 41.5


4+ Bedrooms 10.8 33.4










Other Segments within Group B Chinese 4.5 114.6

2 High Status Urban 3 High Status High Density Italian 1.4 125.8

Vietnamese & Other South East Asian 1.4 54.0

Greek 1.3 127.3

Remoteness


Elite Urban

Very high socioeconomic status group comprising young singles &

couples and mature independents liv ing in high and medium density

dwellings. Mainly in near CBD locations. Transient population. High

incomes. High spend on lifestyle activ ities.

Net Wealth of Household

Income From Wages




1.0%

3.2%

18.3%

33.9%

43.5%Crusaders

Crusaders

Fortunats

Achievers

R ockafellas

Achievers

Crusaders

R ockafellas

Achievers

1.6%

0.1%

0.0%

2.0%

0.0%

5.1%

16.9%

74.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Personal Care Services


Holidays: Overseas

Parking Costs

Rent Payments

Physiotherapy Fees

Gym and Health Club Fees

Meals in Restaurants, Hotels, Clubs etc.


Public Transport



Taxis


Body Corporate Payments: Main Residence

99.9%

Dummy1 Dummy2




BGroup





SES AB 56.8 279.6

SES C 33.3 164.7

SES D 8.5 42.4

SES E 1.4 7.1

SES FG 0.1 0.5

Sydney

Lifecycle Stage









Tenure Type

Own 38.1 119.4

Mortgage 49.5 141.4


Other 0.2 22.3


4+ Bedrooms 71.6 221.2









Chinese 7.4 187.3

Other Segments within Group C Other Languages 6.3 95.1

6 Established High Status Family 8 Affluent Multicultural Indian & Other South Asian 3.8 127.7

9 Multicultural Family Achiever 14 Affluent Family Vietnamese & Other South East Asian 1.9 74.9

Arabic & Other Middle Eastern 1.4 76.9

Remoteness


High Status Family

Affluent family groups consisting of middle aged & mature families

liv ing in larger houses. Higher incomes & degree or higher

qualifications. High spend on serv ices, especially education.

Home Equity

Value of Own Business

Total Household Debt



7.8%

15.7%

18.7%

18.8%

28.9%R ockafellas

Achievers

Crusaders

Crusaders

Fortunats

Achievers

R ockafellas

Achievers

Twixters

S plendourS uburban

3.9%

0.2%

0.0%

15.4%

2.6%

15.8%

23.8%

38.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Holidays: Overseas

Formal Child Care Services

Carpet and Floor Coverings


Parking Costs

Physiotherapy Fees

Cultural Activities

Travel Goods, Handbags, Umbrellas etc.

Mortgage Repayments

Home Improvements

Gardening Services





96.5%

Dummy1 Dummy2




CGroup





SES AB 32.2 158.7

SES C 44.7 221.6

SES D 19.5 97.4

SES E 3.4 17.2

SES FG 0.1 0.8

Sydney

Lifecycle Stage









Tenure Type

Own 39.1 122.6

Mortgage 40.1 114.5


Other 0.3 37.3


4+ Bedrooms 40.4 124.8










Other Segments within Group D Chinese 5.1 128.6

12 Cosmopolitan Suburban 13 High Status Multicultural Suburban Indian & Other South Asian 1.9 62.6

15 Better off Mature Communities 16 High Status Suburban Italian 1.5 132.8


Remoteness


High Status Suburban

Affluent suburban areas consisting of mature families and older groups

liv ing in larger houses. Working as professionals, managers or

administrators.

Value of Property: Main Residence


Home Equity



11.5%

11.5%

14.1%

16.0%

20.3%

R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Grey Power

SurvivorsR ockafellas

Achievers

Crusaders

4.7%

1.1%

1.7%

10.3%

7.1%

18.0%

27.9%

29.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Books

Hospital, Medical and Dental Insurance



Accident and Health Insurance


Physiotherapy Fees

Parking Costs

Home Improvements




Cultural Activities

Gardening Services


84.7%

12.4%

Dummy1 Dummy2




DGroup





SES AB 56.4 277.8

SES C 28.9 143.2

SES D 11.4 57.0

SES E 3.0 15.2

SES FG 0.3 1.5

Sydney

Lifecycle Stage









Tenure Type

Own 19.6 61.4

Mortgage 25.1 71.7


Other 0.4 49.0


4+ Bedrooms 8.7 27.0










Other Segments within Group E Chinese 9.3 235.2

7 Urban Bohemian 10 Desirable Urban Indian & Other South Asian 5.9 199.3

11 High Density Urban 17 Multicultural Urban Lifestyle Vietnamese & Other South East Asian 3.4 133.1

Greek 1.7 165.4

Remoteness


High Status Urban

High socioeconomic status urban groups with a bias to young

independents. Concentrated in Melbourne and Sydney and to a

lesser extent, other metropolitan areas.

Able to Save Money Most Weeks


Income From Wages

Income From Other Regular Sources

Outstanding Loan Balance: HECS

5.7%

8.0%

10.0%

18.3%

47.2%Crusaders

Crusaders

Fortunats

Achievers

Independents

R ockafellas

Achievers

R ockafellas

Achievers

3.4%

0.9%

0.7%

7.6%

3.7%

8.7%

33.8%

41.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Takeaway Coffee


Parking Costs



On Licence Beer Consumption

On Licence Spirits Consumption


Taxis

Public Transport

Rent Payments

Tertiary Education Fees



98.2%

Dummy1 Dummy2




EGroup





SES AB 5.6 27.5

SES C 31.0 153.4

SES D 37.2 186.0

SES E 21.9 110.6

SES FG 4.3 22.0

Sydney

Lifecycle Stage









Tenure Type

Own 28.1 88.1

Mortgage 53.9 153.7


Other 0.2 25.8


4+ Bedrooms 63.4 195.7










Other Segments within Group F Indian & Other South Asian 2.5 85.1

20 Family Achiever 27 Establishing Multicultural Family Vietnamese & Other South East Asian 2.3 88.6

30 Established Multicultural Family 32 Aspiring Family Fringe Arabic & Other Middle Eastern 1.7 94.7

33 Established Mid Status Family Chinese 1.4 36.3

Remoteness


Mid Status Family

Mid socioeconomic status family groups from a broad range of

geographic areas.


Life Insurance

Total Interest Repayments

Mortgage Interest Repayments

Loan Balance: Main Residence

9.9%

10.1%

11.5%

17.8%

22.4%

Twixters

S plendourS uburbanTwixters

debtStars

Boomers

R ockafellas

Achievers

Twixters

debtStars

S plendour

debtStars

Boomers

True Blues

0.2%

1.2%

0.9%

18.0%

3.0%

26.4%

25.4%

24.9%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Jewellery

Vehicle Oils & Lubricants

Toys

Off Licence Spirits Consumption

Pet Supplies / Animal Expenses

Chiropractic Fees


Public School Fees

Sporting Goods and Equipment


Children's Clothing

Vehicle Parts and Accessories


Mortgage Repayments


68.3%

24.8%

6.3%

Dummy1 Dummy2




FGroup





SES AB 7.9 38.7

SES C 27.6 136.5

SES D 35.8 179.2

SES E 23.7 119.6

SES FG 5.1 25.7

Sydney

Lifecycle Stage









Tenure Type

Own 26.8 84.1

Mortgage 43.9 125.3


Other 0.3 35.8


4+ Bedrooms 41.3 127.6










Other Segments within Group G Chinese 5.5 139.6

19 Multicultural Family Starter 21 Established Multicultural Suburban Indian & Other South Asian 4.9 165.8

22 Mid Status Multicultural Suburban 23 Mid Status Family Starter Vietnamese & Other South East Asian 2.8 108.5

26 Mining 31 Old European Blue Collar Greek 2.2 216.2

34 Established Mid Status Suburban

Remoteness


Mid Status Suburban

Mid socioeconomic status suburban groups from a broad range of

geographic areas.

Debt Service Ratio


Loan Balance: Motor Vehicle Purchase



9.1%

9.8%

11.3%

16.4%

19.3%

Twixters

debtStars

Boomers

Twixters

S plendourS uburbanR ockafellas

Achievers

Grey Power

Survivors

debtStars

Boomers

True Blues

1.2%

1.7%

0.2%

13.9%

8.5%

19.6%

28.8%

26.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Pet Food

Soft Drinks

Mobile Telephone Charges / Accounts

Infant's Clothing


Chiropractic Fees

Children's Clothing


Toys

Public School Fees

Pasta and Rice


Mortgage Repayments


Baby Food and Nappies

85.2%

6.1%

Dummy1 Dummy2




GGroup





SES AB 11.9 58.4

SES C 29.1 144.3

SES D 30.1 150.8

SES E 22.6 114.1

SES FG 6.2 31.7

Brisbane

Lifecycle Stage









Tenure Type

Own 24.6 77.0

Mortgage 25.3 72.1


Other 2.0 246.6


4+ Bedrooms 13.8 42.5










Other Segments within Group H Chinese 6.9 174.7

18 Mid Status Urban 24 Mid Status Mixed Urban Indian & Other South Asian 4.2 142.1

25 University Enclaves 28 Elderly Enclaves Vietnamese & Other South East Asian 3.2 126.5

29 Multicultural Mixed Urban Arabic & Other Middle Eastern 1.6 86.8

Remoteness


Mid Status Urban

Mid socioeconomic status non-family groups across diverse

geographic areas, but generally not found in country towns or

prov incial areas.

Spend More Than Receive Each Week


Couldn't Raise Emergency $2K in Week



8.3%

10.5%

11.1%

11.9%

25.1%IndependentsdebtStars

Boomers

True BluesGrey Power

SurvivorsCrusadersTwixters

debtStars

Boomers

2.3%

1.5%

3.1%

12.7%

12.0%

21.6%

25.2%

21.6%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Soy and Non-Dairy Milks


Travel Insurance Payments


Books


Taxis

Internet Fees


Mobile Phones

Public Transport


Rent Payments



80.2%

14.3%

Dummy1 Dummy2




HGroup





SES AB 0.4 2.1

SES C 6.1 30.1

SES D 22.1 110.7

SES E 40.1 202.4

SES FG 31.2 158.6

Sydney

Lifecycle Stage









Tenure Type

Own 34.3 107.6

Mortgage 36.7 104.9


Other 0.5 65.5


4+ Bedrooms 33.6 103.7










Other Segments within Group I Arabic & Other Middle Eastern 3.5 190.0

36 Mature Prov incial Suburban 37 Established Blue Collar Suburban Vietnamese & Other South East Asian 2.8 108.5

39 Blue Collar Suburban 40 Prov incial Fringe Indian & Other South Asian 2.2 74.6

42 Transient Suburban 43 Low Status Mixed Multicultural Chinese 1.5 38.4

44 Low Status Prov incial Suburban 45 Agricultural

46 Middle Eastern Multicultural

Remoteness


Low Status Suburban

Lower socioeconomic status groups across a broad range of lifecycle

stages. Many liv ing in regional cities and provincial areas.


Income From Govt Pensions/Allowances

Sought Assistance Welfare/Community Orgs



10.5%

12.2%

14.7%

14.8%

15.7%

Boomers

True Blues

StrugglevilleGrey Power

SurvivorsTwixters

debtStars

BoomersTwixters

debtStars

S plendour

0.1%

0.4%

3.5%

8.4%

9.1%

22.6%

24.1%

31.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Optical Fees

Public School Fees

Newspapers

Vehicle Fuel



Pet Food

Vehicle Tyres and Tubes

Infant's Clothing

Lotto Type Games and Instant Lottery

Soft Drinks

Art and Craft Materials

Off Licence Beer Consumption

Cigarettes and Tobacco


51.9%

30.8%

14.6%

Dummy1 Dummy2




IGroup





SES AB 2.1 10.2

SES C 10.9 53.9

SES D 22.3 111.5

SES E 31.9 160.7

SES FG 32.9 167.0

Melbourne

Lifecycle Stage









Tenure Type

Own 36.2 113.7

Mortgage 18.5 52.9

Noosa Rent 41.2 127.5

Other 4.1 504.3


4+ Bedrooms 14.2 43.8










Other Segments within Group J Indian & Other South Asian 4.8 160.9

35 Empty Nest & Retirement 38 Blue Collar Mixed Multicultural Arabic & Other Middle Eastern 2.4 128.7

41 Low Status Mixed Urban Vietnamese & Other South East Asian 2.2 87.8

Chinese 2.2 54.9

Remoteness


Low Status Urban

Low socioeconomic status groups liv ing in urban and suburban areas.

Tend to older lifecycle stages with many liv ing in regional cities.


Just Break Even Most Weeks




9.9%

10.9%

11.8%

16.5%

22.6%

Grey Power

Survivors

IndependentsdebtStars

Boomers


Survivors

Boomers

True Blues

0.4%

0.6%

1.8%

7.2%

6.2%

30.5%

17.7%

35.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Coffee

Magazines and Comics

Frozen Prepared Meals

Fixed Telephone Account

Optical Fees

Medicines and Pharmaceutical Products

Condiments and Spreads


Green Fees


Prescriptions

Lottery Tickets

Rent Payments

Newspapers


59.3%

28.1%

10.8%

Dummy1 Dummy2




JGroup





SES AB 0.1 0.4

SES C 0.7 3.3

SES D 4.6 23.1

SES E 20.0 100.7

SES FG 74.7 379.0

Sydney

Lifecycle Stage









Tenure Type

Own 34.3 107.7

Mortgage 26.3 75.0


Other 0.6 79.5


4+ Bedrooms 19.1 59.0










Other Segments within Group K Vietnamese & Other South East Asian 3.5 137.1

47 Retirement Liv ing 48 Small Town Battler Australian Indigenous Languages 1.7 623.9

49 Established Asian 50 Low Status Rural Fringe Chinese 1.3 31.7

51 Family Battlers 52 Small Town Blue Collar Suburban Indian & Other South Asian 1.1 37.4

53 Prov incial Distress 54 Indigenous

55 Suburban Distress

Remoteness


Disadvantaged

Low socioeconomic groups of mixed lifecycle stages, many liv ing in

welfare housing, often in regional and provincial areas. Live in

disadvantaged circumstances characterized by financial distress.






4.4%

13.5%

15.2%

26.0%

32.6%Slender MeanzGrey Power

SurvivorsBoomers

True Blues

Struggleville

Twixters

debtStars

S plendour

0.0%

0.8%

6.1%

7.6%

10.7%

21.8%

21.9%

31.1%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Electricity and Mains: Main Residence

Optical Fees

Delicatessen

Coffee


Soft Drinks


Prescriptions

Pet Food




Newspapers



30.6%

39.8%

24.6%

Dummy1 Dummy2




KGroup



geoSmart

55 SegmentThumbnails


geoSmart 55 Segments …


PrestigeMature families in elite suburban areas.



SES AB 97.6 480.9

SES C 2.1 10.6

SES D 0.2 1.1

SES E 0.0 0.1

SES FG 0.0 0.0

Lifecycle Stage









Tenure Type

Own 47.6 149.2

Mortgage 38.1 108.8

Rent 14.0 43.3

Other 0.3 41.0

Aust Population


Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 61.1 188.7

NSW: Balgowlah Heights, Riverv iew 1 Flat 4+ Storeys 0.7 14.8

VIC: Canterbury, Ivanhoe East 2 Different Address 5 Yrs Ago 36.8 85.9

QLD: Chelmer, Pullenvale 3 Use Public Transport 20.0 158.0

SA: Unley Park, Netherby 4 Both Parents Born Overseas 38.4 103.8

WA: Dalkeith, Peppermint Grove 5 Work in Agriculture 0.4 14.6

ACT: Red Hill, Deakin 6 Attend University F/T 5.5 158.3

7 Lone Parent Families 8.9 56.0

Other Segments within Group A 8

5 Desirable Suburban Top 5 NESB Languages

4 Mature Affluent Suburban Chinese 6.7 170.1


Greek 1.3 127.4

Indian & Other South Asian 1.1 38.4

Italian 1.0 86.0

Aust Households

Remoteness


Typically: Affluent mature families in prestigious suburban areas. Have

highest individual and household incomes and live in large houses with

older children (5+ bedrooms, 4+ persons). Graduated with Bachelor or

Postgraduate degrees and work in Professional or Managerial

occupations. High levels of home ownership, financial assets and

discretionary spending. Second property purchases and outstanding

loan balances.






3.6%

4.1%

17.2%

28.8%

46.2%R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Crusaders

CrusadersR ockafellas

Achievers

A1

2.8%

0.0%

0.0%

10.6%

1.7%

8.3%

25.2%

51.4%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Taxis

Home Improvements



Holidays: Overseas


Books


Parking Costs

Physiotherapy Fees



Gardening Services



1.2% 1.4%

99.4%

Dummy1 Dummy2





High Status UrbanExclusive medium density areas.



SES AB 90.1 443.9

SES C 9.3 46.2

SES D 0.5 2.5

SES E 0.0 0.2

SES FG 0.0 0.1

Lifecycle Stage









Tenure Type

Own 31.2 97.9

Mortgage 30.3 86.4

Rent 38.2 118.2

Other 0.3 43.2

Aust Population



NSW: Birchgrove, Balmain 1 Flat 4+ Storeys 10.6 214.9

VIC: Middle Park, Albert Park 2 Different Address 5 Yrs Ago 49.1 114.5

3 Use Public Transport 33.1 260.9

Other Segments within Group B 4 Both Parents Born Overseas 41.3 111.7

3 High Status High Density 5 Work in Agriculture 0.2 6.8

6 Attend University F/T 3.4 98.8


8



Chinese 3.1 78.0

Greek 1.6 162.5

Italian 1.6 141.3


Aust Households

Remoteness


Typically: Affluent, medium density urban areas with high individual and

household incomes. Many young independents and affluent empty

nesters. Use public transport. Graduated with Bachelor or Postgraduate

degrees and work in Professional or Managerial occupations. High

disposable incomes, investable assets, outstanding loan balances and

discretionary spending.

Income From Wages





1.6%

5.2%

28.8%

32.0%

32.2%

Crusaders

Fortunats

Achievers

Crusaders

R ockafellas

Achievers

Crusaders

R ockafellas

Achievers

B2

0.7%

0.2%

0.0%

0.5%

0.0%

1.7%

16.2%

80.6%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Hairdressing

Holidays: Overseas

Parking Costs




Public Transport

Physiotherapy Fees





Taxis


1.3% 1.2%

99.8%

Dummy1 Dummy2





High Status High DensityExclusive higher density areas in major capital cities



SES AB 89.1 439.2

SES C 10.2 50.4

SES D 0.6 3.1

SES E 0.0 0.2

SES FG 0.0 0.1

Lifecycle Stage









Tenure Type

Own 23.1 72.6

Mortgage 22.8 65.0

Rent 53.8 166.5

Other 0.3 39.1

Aust Population



NSW: Milsons Point, Elizabeth Bay 1 Flat 4+ Storeys 77.3 1563.0

VIC: Port Melbourne, East Melbourne 2 Different Address 5 Yrs Ago 66.7 155.6

QLD: Newstead, Teneriffe 3 Use Public Transport 35.4 279.6

ACT: Barton, Kingston 4 Both Parents Born Overseas 51.9 140.2

5 Work in Agriculture 0.2 7.7

Other Segments within Group B 6 Attend University F/T 3.8 110.1

2 High Status Urban 7 Lone Parent Families 8.1 51.3

8



Chinese 7.0 176.7




Aust Households

Remoteness


Typically: Affluent young independents in high density areas. Have high

individual and household incomes. Live in flats (4+ storeys with 1-2

bedrooms) with high residential mobility and usage of public transport.

Low religious affiliation and culturally diverse. Graduated with Bachelor or


occupations. High disposable incomes, investable assets and

discretionary lifestyle spend.

Total Income From All Sources

Income From Wages




0.0%

0.3%

2.6%

36.4%

60.7%Crusaders

Crusaders

Fortunats

Achievers

R ockafellas

Achievers

Crusaders

Grey Power

Survivors

B3

2.9%

0.0%

0.0%

4.1%

0.0%

9.6%

17.9%

65.6%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Holidays: Overseas


Parking Costs



Women's Footwear



Public Transport

Rent Payments


Taxis



0.9% 0.7%

100.0%

Dummy1 Dummy2





Mature Affluent SuburbanMature affluent households in medium density housing.



SES AB 85.1 419.4

SES C 13.6 67.3

SES D 1.1 5.7

SES E 0.1 0.6

SES FG 0.0 0.2

Lifecycle Stage









Tenure Type

Own 42.2 132.3

Mortgage 31.3 89.4

Rent 25.7 79.7

Other 0.8 95.6

Aust Population



NSW: Austinmer, Bar Beach 1 Flat 4+ Storeys 2.2 44.5

VIC: Black Rock, Caulfield South 2 Different Address 5 Yrs Ago 40.5 94.4

QLD: Fairfield 3 Use Public Transport 16.2 128.0

SA: Torrens Park, Toorak Gardens 4 Both Parents Born Overseas 36.0 97.4

WA: North Fremantle, Claremont 5 Work in Agriculture 0.4 15.5

TAS: Taroona, Sandy Bay 6 Attend University F/T 5.6 163.2

ACT: Yarralumla, I saacs 7 Lone Parent Families 11.5 72.9

8

Other Segments within Group A Top 5 NESB Languages

5 Desirable Suburban Other Languages 5.8 87.1

1 Prestige Chinese 4.9 123.4

Greek 1.8 184.8

Italian 1.5 130.4


Aust Households

Remoteness


Typically: Affluent mature family and post-family households. Medium

density suburban areas with high household and individual incomes.

Work in Professional or Managerial occupations. Home ownership,

financial assets and discretionary spending. Investment property

purchases and outstanding loan balances.






4.7%

11.8%

14.5%

33.0%

35.3%

Crusaders

Fortunats

Achievers

R ockafellas

AchieversCrusadersCrusaders

R ockafellas

Achievers

A4

9.4%

0.2%

2.9%

15.0%

15.9%

6.3%

44.0%

6.4%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW



General Practitioner Doctor's Fees





Books

Physiotherapy Fees


Parking Costs

Gardening Services




2.1% 2.0%

96.6%

Dummy1 Dummy2





Desirable SuburbanProfessionals & managers in desirable suburban areas.



SES AB 86.0 423.6

SES C 12.8 63.5

SES D 1.1 5.4

SES E 0.1 0.5

SES FG 0.0 0.1

Lifecycle Stage









Tenure Type

Own 36.5 114.5

Mortgage 46.1 131.7

Rent 17.2 53.2

Other 0.2 24.1

Aust Population



NSW: Como, North Balgowlah 1 Flat 4+ Storeys 0.1 2.1

VIC: North Warrandyte, Newport 2 Different Address 5 Yrs Ago 35.9 83.8

QLD: Grange, Bardon 3 Use Public Transport 16.2 127.9

SA: Craigburn Farm, Colonel Light Gardens 4 Both Parents Born Overseas 31.1 84.1

WA: Mount Hawthorn, Kensington 5 Work in Agriculture 0.2 9.0

NT: Desert Springs 6 Attend University F/T 3.9 113.7

ACT: Duffy, Torrens 7 Lone Parent Families 10.7 67.5

8

Other Segments within Group A Top 5 NESB Languages

4 Mature Affluent Suburban Other Languages 5.4 81.8

1 Prestige Chinese 2.9 72.6

Italian 1.0 91.2


Greek 0.9 93.0

Aust Households

Remoteness


Typically: Affluent middle-aged and mature families in suburban areas.

Have high household and individual incomes and live in large houses (5+

bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate

degrees and work in Professional or Managerial occupations. Financial

assets, outstanding debt and discretionary spending.






4.4%

8.7%

14.1%

25.7%

47.0%R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Crusaders

R ockafellas

Achievers

Crusaders

A5

4.7%

0.3%

0.2%

11.1%

2.6%

30.0%

18.6%

32.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW




Books

Mortgage Repayments

Cultural Activities

Home Improvements

Gardening Services


Parking Costs


Physiotherapy Fees




1.8% 2.1%

97.7%

Dummy1 Dummy2





Established High Status FamilyAffluent established households in stable suburban areas.



SES AB 84.8 417.6

SES C 13.7 67.9

SES D 1.4 6.8

SES E 0.1 0.7

SES FG 0.0 0.1

Lifecycle Stage









Tenure Type

Own 46.9 147.3

Mortgage 43.6 124.4

Rent 9.3 28.8

Other 0.2 24.5

Aust Population



NSW: Burraneer, Glenhaven 1 Flat 4+ Storeys 0.1 1.3

VIC: Park Orchards, Beaumaris 2 Different Address 5 Yrs Ago 32.0 74.6

QLD: Bunya, Samford Valley 3 Use Public Transport 10.7 84.5

SA: Tusmore 4 Both Parents Born Overseas 34.6 93.4

WA: I luka, Menora 5 Work in Agriculture 0.4 15.7

ACT: Fadden, Nicholls 6 Attend University F/T 4.6 133.4


Other Segments within Group C 8

14 Affluent Family Top 5 NESB Languages

9 Multicultural Family Achiever Other Languages 4.6 69.5

8 Affluent Multicultural Chinese 3.4 85.6

Italian 1.4 121.7

Greek 1.2 121.8


Aust Households

Remoteness


Typically: Affluent mature families in suburban areas. Have high

household and individual incomes and live in large houses with older

children (5+ bedrooms, 4+ persons). Graduated with Bachelor or


occupations. High levels of home ownership, financial assets and

discretionary spending. Investment property purchases and outstanding

loan balances.

Home Equity





1.0%

5.7%

19.1%

30.3%

43.5%R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Crusaders

R ockafellas

Achievers

Crusaders

C6

4.1%

0.3%

0.0%

17.8%

3.1%

19.9%

15.7%

39.1%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Parking Costs


Holidays: Australia

Holidays: Overseas

Cultural Activities



Green Fees

Home Improvements

Physiotherapy Fees



Gardening Services



1.4% 1.6%

96.8%

Dummy1 Dummy2





Urban BohemianAffluent young people living in near-cbd medium density housing.



SES AB 76.3 375.8

SES C 20.2 100.1

SES D 3.3 16.4

SES E 0.2 1.0

SES FG 0.0 0.2

Lifecycle Stage









Tenure Type

Own 19.6 61.4

Mortgage 23.7 67.6

Rent 56.4 174.7

Other 0.4 43.6

Aust Population



NSW: Bondi Beach, Enmore (Inner West) 1 Flat 4+ Storeys 15.1 304.4

VIC: Cremorne, Carlton North 2 Different Address 5 Yrs Ago 61.0 142.2

QLD: New Farm 3 Use Public Transport 37.9 299.0

WA: Leederv ille, Highgate 4 Both Parents Born Overseas 43.9 118.6

ACT: Braddon, Turner 5 Work in Agriculture 0.2 6.9


Other Segments within Group E 7 Lone Parent Families 10.7 67.3

17 Multicultural Urban Lifestyle 8

11 High Density Urban Top 5 NESB Languages

10 Desirable Urban Other Languages 8.7 131.3

Chinese 3.3 82.7


Greek 1.7 174.1

Italian 1.6 142.0

Aust Households

Remoteness


Typically: Affluent, young non-family households. CBD-fringe areas made

up of low and high-rise flats. Rent, have high residential mobility and use

public transport. Low religious affiliation. Graduated or studying Bachelor

degrees. Work in Professional occupations. High disposable incomes,

investable assets and discretionary lifestyle spend.

Total Income From All Sources



Income From Wages


0.7%

1.5%

6.3%

24.5%

66.0%Crusaders

Crusaders

Fortunats

Achievers

R ockafellas

AchieversGrey Power

SurvivorsIndependents

E7

2.9%

0.1%

0.1%

1.4%

0.1%

3.2%

46.5%

45.7%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW



Parking Costs




Rent Payments



Public Transport




Taxis


2.1% 1.7%

99.8%

Dummy1 Dummy2





Affluent MulticulturalAffluent multicultural families.



SES AB 68.6 337.9

SES C 27.2 134.7

SES D 3.8 19.1

SES E 0.4 1.8

SES FG 0.0 0.1

Lifecycle Stage









Tenure Type

Own 45.9 144.1

Mortgage 38.9 110.9

Rent 15.0 46.5

Other 0.2 27.6

Aust Population



NSW: Bella Vista, Cherrybrook 1 Flat 4+ Storeys 1.0 21.2

VIC: Balwyn North, Vermont South 2 Different Address 5 Yrs Ago 33.3 77.7

QLD: Stretton, Kuraby 3 Use Public Transport 21.1 166.1

SA: Wattle Park 4 Both Parents Born Overseas 62.4 168.7

WA: Winthrop, Waterford 5 Work in Agriculture 0.2 6.7


Other Segments within Group C 7 Lone Parent Families 10.9 68.9

14 Affluent Family 8

9 Multicultural Family Achiever Top 5 NESB Languages

6 Established High Status Family Chinese 22.9 579.3





Aust Households

Remoteness


Typically: Affluent mature families in suburban areas with a strong North

East Asian/multicultural influence. Have high household incomes and

large houses (4+ bedrooms, 4+ persons, 2 motor vehicles). When speak

another language much more likely to speak English well or very well.

Graduated with Bachelor degrees and work in Professional occupations.

Home ownership, financial assets and discretionary spending. Second

property purchases and outstanding loan balances.

Home Equity





4.4%

9.9%

20.6%

22.9%

35.9%R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Crusaders

R ockafellas

Achievers

Crusaders

C8

0.2%

0.0%

0.0%

7.9%

0.8%

7.6%

33.0%

50.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Pasta and Rice


Accountant and tax agent fees

Physiotherapy Fees

Holidays: Overseas

Fish and Seafood

Women's Footwear

Public Transport

Cultural Activities

Public School Fees



Gardening Services



1.0% 1.3%

100.0%

Dummy1 Dummy2





Multicultural Family AchieverYoung families from diverse cultural backgrounds living in outerlying suburbs.



SES AB 58.8 289.9

SES C 33.4 165.3

SES D 6.8 33.8

SES E 1.0 4.9

SES FG 0.1 0.3

Lifecycle Stage









Tenure Type

Own 18.5 58.2

Mortgage 62.1 177.1

Rent 19.2 59.5

Other 0.2 22.0

Aust Population



NSW: Glenwood, Kellyv ille Ridge 1 Flat 4+ Storeys 0.4 7.8

VIC: Waterways, Point Cook 2 Different Address 5 Yrs Ago 48.8 113.8

QLD: Heathwood, Rochedale 3 Use Public Transport 15.4 121.8

WA: Darch, Southern River 4 Both Parents Born Overseas 57.9 156.5

ACT: Forde, Harrison 5 Work in Agriculture 0.3 11.2


Other Segments within Group C 7 Lone Parent Families 9.7 61.5

14 Affluent Family 8

8 Affluent Multicultural Top 5 NESB Languages

6 Established High Status Family Indian & Other South Asian 10.7 361.9


Chinese 7.9 199.5



Aust Households

Remoteness


Typically: Affluent families in outerlying suburban areas with a strong

multicultural influence. Have high household incomes and live in large

houses currently being purchased (4+ bedrooms, 4+ persons). Graduated

with Bachelor degrees. High levels of debt, high cost of living expenses

and low discretionary spending.






6.4%

10.3%

15.2%

29.9%

30.2%

R ockafellas

Achievers

R ockafellas

Achievers

Crusaders

Crusaders

Fortunats

Achievers

Twixters

S plendourS uburban

C9

10.8%

0.1%

0.0%

12.7%

0.5%

11.7%

21.6%

42.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Household and Personal Payments


Public School Fees


Children's Clothing


Pasta and Rice

Toys


Home Improvements

Parking Costs



Mortgage Repayments


0.9% 1.2%

99.7%

Dummy1 Dummy2





Desirable UrbanAffluent non-family households in medium-density housing.



SES AB 54.3 267.3

SES C 33.8 167.3

SES D 10.7 53.5

SES E 1.2 5.8

SES FG 0.1 0.6

Lifecycle Stage









Tenure Type

Own 26.9 84.4

Mortgage 29.5 84.3

Rent 43.1 133.6

Other 0.4 53.7

Aust Population



NSW: Newcastle East, Tempe 1 Flat 4+ Storeys 6.3 126.3

VIC: South Kingsv ille, Thornbury 2 Different Address 5 Yrs Ago 51.2 119.5

QLD: Hawthorne, Balmoral 3 Use Public Transport 22.5 177.5

SA: Forestv ille, Wayville 4 Both Parents Born Overseas 41.6 112.3

WA: Como, Fremantle 5 Work in Agriculture 0.3 10.2

TAS: Dynnyrne, West Hobart 6 Attend University F/T 5.6 162.9

NT: Parap, Larrakeyah 7 Lone Parent Families 14.2 89.8

ACT: Downer, Chifley 8


Other Segments within Group E Other Languages 7.6 114.3

17 Multicultural Urban Lifestyle Chinese 4.1 103.8

11 High Density Urban Indian & Other South Asian 2.6 87.3

7 Urban Bohemian Greek 2.5 251.5


Aust Households

Remoteness


Typically: Affluent young and older non-family households. Have high

individual incomes and live in urban areas made up of semi-detached

and low-rise flats. Rent, have high residential mobility and use public

transport. Low religious affiliation. Graduated or studying Bachelor or

Postgraduate degrees, work in Professional occupations. High disposable

incomes, student debt and discretionary spending.






6.8%

10.7%

13.9%

22.7%

31.8%Crusaders

Crusaders

Fortunats

Achievers

R ockafellas

Achievers

R ockafellas

Achievers

Grey Power

Survivors

E10

4.6%

1.9%

1.7%

15.4%

9.3%

15.0%

36.2%

15.9%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Books


Public Transport

Rent Payments



Physiotherapy Fees


Taxis

Parking Costs





2.9% 2.6%

95.8%

Dummy1 Dummy2





High Density UrbanAffluent young persons living in high rise housing.



SES AB 53.5 263.8

SES C 28.1 139.1

SES D 14.6 73.2

SES E 3.3 16.6

SES FG 0.4 2.2

Lifecycle Stage









Tenure Type

Own 10.3 32.2

Mortgage 20.1 57.5

Rent 69.2 214.3

Other 0.4 49.3

Aust Population



NSW: Wolli Creek, Wentworth Point 1 Flat 4+ Storeys 80.7 1630.9

VIC: Docklands, Southbank 2 Different Address 5 Yrs Ago 80.0 186.6

QLD: Fortitude Valley, Bowen Hills 3 Use Public Transport 38.7 305.7

WA: Northbridge, Perth 4 Both Parents Born Overseas 68.4 184.8

ACT: City, Braddon 5 Work in Agriculture 0.1 5.4


Other Segments within Group E 7 Lone Parent Families 8.0 50.8

17 Multicultural Urban Lifestyle 8

10 Desirable Urban Top 5 NESB Languages

7 Urban Bohemian Chinese 16.2 409.7





Aust Households

Remoteness


Typically: Affluent young independents in high-density households with a

strong multicultural influence. Rent in flats (4+ storeys with 1-2 bedrooms)

with high residential mobility and usage of public transport. When speak


Graduated or studying Bachelor degrees, work in Professional

occupations. High disposable incomes, student debt and discretionary

lifestyle spend.

Credit Card Interest Payments


Income From Wages



1.9%

2.4%

12.5%

15.5%

65.3%Crusaders

Independents

Crusaders

Fortunats

Achievers

Grey Power

Survivors

debtStars

Boomers

True Blues

E11

3.9%

0.7%

0.0%

6.8%

0.8%

11.3%

33.3%

43.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Takeaway Coffee


Mobile Phones


Parking Costs



Public Transport




Taxis

Rent Payments



1.4% 1.1%

99.3%

Dummy1 Dummy2





Cosmopolitan SuburbanEstablished multicultural suburban areas in Sydney & Melbourne.



SES AB 41.6 205.0

SES C 41.0 203.2

SES D 15.1 75.5

SES E 2.2 11.1

SES FG 0.1 0.5

Lifecycle Stage









Tenure Type

Own 41.9 131.4

Mortgage 38.0 108.4

Rent 19.8 61.4

Other 0.3 37.3

Aust Population



NSW: Picnic Point, Concord West 1 Flat 4+ Storeys 0.3 6.1

VIC: Essendon West, Bentleigh East 2 Different Address 5 Yrs Ago 32.1 74.9

SA: Sefton Park, Vale Park 3 Use Public Transport 17.0 134.0

WA: Bedford 4 Both Parents Born Overseas 41.9 113.3

ACT: McKellar 5 Work in Agriculture 0.2 6.0


Other Segments within Group D 7 Lone Parent Families 13.2 83.4

16 High Status Suburban 8

15 Better off Mature Communities Top 5 NESB Languages

13 High Status Multicultural Suburban Other Languages 7.1 106.9

Chinese 4.9 124.1

Italian 4.5 397.5

Greek 3.9 388.1


Aust Households

Remoteness


Typically: Well-off older families in suburban households with a strong

Italian/Southern European influence. Have high household incomes

medium-sized houses (3 bedrooms). Graduated with Bachelor degrees,

work in Professional or Managerial occupations. High levels of home

ownership, financial assets and discretionary spending.





Home Equity

12.0%

13.7%

16.4%

18.8%

19.1%R ockafellas

Achievers

R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Crusaders

Grey Power

Survivors

D12

0.7%

0.1%

0.0%

5.7%

10.0%

1.6%

40.5%

41.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Children's Clothing

Books


Toys




Cultural Activities



Gardening Services

Parking Costs

Physiotherapy Fees



1.7% 1.8%

99.9%

Dummy1 Dummy2





High Status Multicultural SuburbanMid status suburban households from multicultural backgrounds.



SES AB 32.9 162.1

SES C 44.3 219.6

SES D 19.6 98.1

SES E 3.0 15.4

SES FG 0.1 0.6

Lifecycle Stage









Tenure Type

Own 37.3 117.1

Mortgage 35.4 100.9

Rent 26.8 83.1

Other 0.5 58.5

Aust Population



NSW: Dundas Valley, North Ryde 1 Flat 4+ Storeys 1.3 26.9

VIC: Forest Hill, Blackburn North 2 Different Address 5 Yrs Ago 39.2 91.5

QLD: Mansfield, Wishart 3 Use Public Transport 21.0 166.0

SA: Linden Park 4 Both Parents Born Overseas 58.5 158.1

WA: Riverton, Willetton 5 Work in Agriculture 0.1 5.8


Other Segments within Group D 7 Lone Parent Families 14.3 90.5

16 High Status Suburban 8

15 Better off Mature Communities Top 5 NESB Languages

12 Cosmopolitan Suburban Chinese 17.6 444.0





Aust Households

Remoteness


Typically: Well-off older families in suburban households with a strong

Chinese/multicultural influence. Year 12 and above educational

attainment, working in Professional occupations. Both parents born

overseas. Above-average levels of home ownership. Property investments

and debt.



Home Equity



11.7%

12.8%

13.2%

13.2%

18.6%

R ockafellas

Achievers

Grey Power

Survivors

Crusaders

R ockafellas

Achievers

Twixters

S plendourS uburban

D13

0.6%

0.2%

0.0%

10.9%

1.6%

6.6%

46.8%

33.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW



Physiotherapy Fees

Toys

Parking Costs


Gardening Services

Fish and Seafood

Cultural Activities


Women's Footwear

Public Transport

Pasta and Rice


Public School Fees

1.8% 1.9%

99.8%

Dummy1 Dummy2





Affluent FamilyBetter-off families in large mortgaged houses.



SES AB 31.9 157.1

SES C 48.8 241.7

SES D 16.1 80.7

SES E 3.0 15.0

SES FG 0.2 1.1

Lifecycle Stage









Tenure Type

Own 37.2 116.6

Mortgage 53.1 151.5

Rent 9.6 29.8

Other 0.1 18.3

Aust Population



NSW: Barden Ridge, Collaroy Plateau 1 Flat 4+ Storeys 0.1 1.2

VIC: Croydon Hills, St Helena 2 Different Address 5 Yrs Ago 30.6 71.3

QLD: Forestdale, Bonogin 3 Use Public Transport 7.8 61.8

SA: Gulfv iew Heights, Onkaparinga Hills 4 Both Parents Born Overseas 32.8 88.6

WA: Woodvale, Jandakot 5 Work in Agriculture 0.5 20.5

ACT: Theodore, Calwell 6 Attend University F/T 3.6 105.7


Other Segments within Group C 8

9 Multicultural Family Achiever Top 5 NESB Languages

8 Affluent Multicultural Other Languages 4.7 70.2

6 Established High Status Family Chinese 2.0 50.4


Italian 1.0 88.6


Aust Households

Remoteness


Typically: Well-off older families in suburban households. Have high

household incomes and live in large, mortgaged houses (4+ bedrooms, 4+

persons, 2+ motor vehicles). High levels of English-only speakers.

Outstanding loan balances and discretionary and household spending.





Life Insurance

12.8%

15.5%

16.2%

18.5%

19.2%

Crusaders

R ockafellas

Achievers

Twixters

S plendourS uburban

R ockafellas

Achievers

Crusaders

Fortunats

Achievers

C14

2.5%

0.2%

0.1%

18.9%

4.0%

19.2%

25.4%

29.6%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Gardening Services


Children's Clothing


Jewellery

Green Fees


Home Improvements

Cultural Activities

Mortgage Repayments






2.1% 2.5%

92.9%

5.6%

Dummy1 Dummy2





Better off Mature CommunitiesBetter-off mature households in both metropolitan & regional areas.



SES AB 29.5 145.3

SES C 46.0 227.7

SES D 20.6 103.2

SES E 3.7 18.8

SES FG 0.2 1.0

Lifecycle Stage









Tenure Type

Own 46.3 145.4

Mortgage 38.5 109.9

Rent 14.8 46.0

Other 0.3 39.8

Aust Population



NSW: Jamberoo, Coal Point 1 Flat 4+ Storeys 0.6 11.5

VIC: Somers, Mount Macedon 2 Different Address 5 Yrs Ago 36.3 84.6

QLD: Tallebudgera Valley, Hollywell 3 Use Public Transport 4.9 38.9

SA: Marino, Bellevue Heights 4 Both Parents Born Overseas 25.0 67.6

WA: Watermans Bay, Gooseberry Hill 5 Work in Agriculture 2.0 78.1

TAS: Kingston Beach, Tranmere 6 Attend University F/T 2.4 69.9


Other Segments within Group D 8

16 High Status Suburban Top 5 NESB Languages

13 High Status Multicultural Suburban Other Languages 3.1 47.4

12 Cosmopolitan Suburban Chinese 1.0 24.0

Italian 0.6 56.1


Greek 0.4 36.2

Aust Households

Remoteness


Typically: Well-off mature households in metropolitan and regional areas.

Live in large houses (4+ bedrooms, 2+ motor vehicles). Retirees, empty

nesters and mature families. Many English-only speakers. Parents born in

Australia. Financial assets, value of superannuation accounts,

recreational spending and high levels of home ownership.


Life Insurance




9.7%

10.9%

16.0%

17.3%

22.3%

Crusaders

Fortunats

Achievers

Grey Power

Survivors

R ockafellas

AchieversCrusaders

Twixters

S plendourS uburban

D15

0.6%

0.1%

3.8%

10.3%

9.8%

25.6%

17.6%

32.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Newspapers

House and Contents Insurance


Repairs and Maintenance

Cultural Activities

Gardening Services



Home Improvements

Optical Fees

Gardening Products



Green Fees

2.7% 2.7%

60.9%

35.6%

Dummy1 Dummy2





High Status SuburbanAffluent white-collar households in stable suburban areas.



SES AB 29.4 144.7

SES C 45.8 226.9

SES D 20.7 103.5

SES E 4.0 20.1

SES FG 0.2 0.8

Lifecycle Stage









Tenure Type

Own 33.3 104.5

Mortgage 44.6 127.3

Rent 21.9 67.8

Other 0.2 25.3

Aust Population



NSW: Kotara, Wamberal 1 Flat 4+ Storeys 0.1 2.2

VIC: Belgrave, Heathmont 2 Different Address 5 Yrs Ago 38.0 88.7

QLD: Everton Hills, Nudgee 3 Use Public Transport 10.6 83.4

SA: Clarence Gardens, Bridgewater 4 Both Parents Born Overseas 28.0 75.6

WA: Melv ille, Myaree 5 Work in Agriculture 0.4 14.4

TAS: Tranmere, Lenah Valley 6 Attend University F/T 2.9 83.4

NT: Jingili, Ludmilla 7 Lone Parent Families 14.8 93.5

ACT: Latham, Giralang 8


Other Segments within Group D Other Languages 4.9 73.1

15 Better off Mature Communities Chinese 1.9 46.8

13 High Status Multicultural Suburban Vietnamese & Other South East Asian 1.2 47.9

12 Cosmopolitan Suburban Indian & Other South Asian 1.2 40.6

Italian 0.8 67.9

Aust Households

Remoteness


Typically: Well-off families in suburban areas. Have high household and

individual incomes and live in medium-sized, mortgaged houses (3

bedrooms, 2 motor vehicles). Mainly Caucasian, English-only speakers.

Graduated with Bachelor degrees and work in Professional occupations.

Living expenses and high debt.






10.0%

11.3%

13.1%

13.4%

25.1%

R ockafellas

Achievers

Crusaders

Fortunats

Achievers

Grey Power

Survivors

Twixters

S plendourS uburbanCrusaders

D16

11.6%

2.7%

1.7%

12.0%

6.3%

25.4%

20.4%

19.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Pet Food


Cultural Activities



Gardening Services



Mortgage Repayments

Home Improvements



Parking Costs


3.6% 3.8%

88.1%

7.1%

Dummy1 Dummy2





Multicultural Urban LifestyleMulticultural households in high density housing.



SES AB 34.1 168.0

SES C 32.5 161.1

SES D 21.7 108.6

SES E 10.8 54.3

SES FG 0.9 4.5

Lifecycle Stage









Tenure Type

Own 13.3 41.6

Mortgage 23.0 65.6

Rent 63.4 196.3

Other 0.4 47.1

Aust Population



NSW: Homebush West, Parramatta 1 Flat 4+ Storeys 46.8 946.5

VIC: Glen Huntly 2 Different Address 5 Yrs Ago 68.0 158.6

WA: Glendalough 3 Use Public Transport 49.9 394.0

4 Both Parents Born Overseas 84.8 229.3

Other Segments within Group E 5 Work in Agriculture 0.1 2.8

11 High Density Urban 6 Attend University F/T 8.7 251.4

10 Desirable Urban 7 Lone Parent Families 12.9 81.6

7 Urban Bohemian 8


Chinese 22.5 567.2





Aust Households

Remoteness


Typically: Well-off young independents in culturally diverse areas,

principally of Chinese and South Asian backgrounds. High-density areas.

Rent in high-rise and low-rise flats (2 bedrooms) with high residential

mobility and usage of public transport. Many have moved to Australia in

the last 20 years and have both parents born overseas. When speak


Graduated or studying Bachelor or Postgraduate degrees, work in

Professional occupations. Student debt and income from other sources.


Income From Wages

Value of Financial Institution Accounts



5.3%

5.9%

8.2%

29.2%

33.3%Crusaders

IndependentsR ockafellas

Achievers

Crusaders

Fortunats

Achievers

Twixters

S plendourS uburban

E17

1.0%

0.0%

0.0%

1.0%

0.2%

0.6%

6.7%

90.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Cinema Fees and Charges

Infant's Clothing

Holidays: Overseas

Furniture

Pasta and Rice




Mobile Phones

Women's Footwear

Taxis


Rent Payments

Public Transport


1.2% 1.2%

100.0%

Dummy1 Dummy2





Mid Status UrbanMid status households in high density areas.



SES AB 22.8 112.3

SES C 37.5 185.7

SES D 24.9 124.5

SES E 11.2 56.4

SES FG 3.7 18.5

Lifecycle Stage









Tenure Type

Own 14.6 45.9

Mortgage 21.4 61.2

Rent 63.5 196.8

Other 0.4 50.0

Aust Population



NSW: North Wollongong, Dee Why 1 Flat 4+ Storeys 19.6 396.8

VIC: Essendon North, Brunswick West 2 Different Address 5 Yrs Ago 68.3 159.2

QLD: Annerley, Nundah 3 Use Public Transport 24.1 190.2

SA: Kent Town, Bowden 4 Both Parents Born Overseas 48.8 132.0

WA: Cockburn Central, Osborne Park 5 Work in Agriculture 0.2 9.4

TAS: Hobart, North Hobart 6 Attend University F/T 8.2 239.5

NT: Yulara, Darwin City 7 Lone Parent Families 14.6 92.2

ACT: Phillip, Dickson 8


Other Segments within Group H Other Languages 10.1 152.4

29 Multicultural Mixed Urban Indian & Other South Asian 6.0 203.0

28 Elderly Enclaves Chinese 5.3 133.6

25 University Enclaves Vietnamese & Other South East Asian 3.4 132.7

24 Mid Status Mixed Urban Arabic & Other Middle Eastern 1.6 89.3

Aust Households

Remoteness


Typically: Mid-high status young independent households in high-density

areas. Rent in low-rise flats (1-3 storeys, 1-2 bedrooms, 0-1 motor vehicles)

with high residential mobility and usage of public transport. Never

married and live alone or in group households. High levels of full-time

employment. Low religious affiliation. Caucasian and mixed multicultural

backgrounds. Graduated or studying Bachelor degrees, work in Business

occupations. Student debt, income from parents and lifestyle

discretionary spend.



Loan Interest Repayments



7.2%

7.5%

9.1%

29.6%

34.7%Independents

CrusadersdebtStars

Boomers

True Blues

Crusaders

Fortunats

Achievers

Grey Power

Survivors

H18

5.0%

3.3%

1.4%

13.7%

4.7%

38.8%

16.0%

17.0%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Computer Software and Hardware

Parking Costs



Internet Fees



Public Transport

Taxis




Rent Payments


2.4% 1.9%

91.4%

5.8%

Dummy1 Dummy2





Multicultural Family StarterYoung families from diverse cultural backgrounds living in outerlying suburbs.



SES AB 19.3 95.2

SES C 39.6 196.2

SES D 28.4 142.1

SES E 11.6 58.4

SES FG 1.1 5.5

Lifecycle Stage









Tenure Type

Own 9.7 30.6

Mortgage 60.4 172.3

Rent 29.7 92.0

Other 0.2 21.6

Aust Population



NSW: Pendle Hill, Schofields 1 Flat 4+ Storeys 0.5 9.4

VIC: Williams Landing, Wollert 2 Different Address 5 Yrs Ago 69.3 161.6

QLD: Doolandella, Fitzgibbon 3 Use Public Transport 19.6 154.9

WA: Dayton, Piara Waters 4 Both Parents Born Overseas 73.2 197.9

ACT: Bonner 5 Work in Agriculture 0.4 16.4


Other Segments within Group G 7 Lone Parent Families 12.2 76.9

34 Established Mid Status Suburban 8

31 Old European Blue Collar Top 5 NESB Languages

26 Mining Indian & Other South Asian 22.4 757.2

23 Mid Status Family Starter Other Languages 15.3 231.0

22 Mid Status Multicultural Suburban Vietnamese & Other South East Asian 6.4 251.2

21 Established Multicultural Suburban Chinese 5.5 137.6


Aust Households

Remoteness


Typically: Mid status young and middle-aged family households living on

the city fringe. Strong South Asian/multicultural influence. Recently

moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor

vehicles). Many married at a younger age and have moved to Australia

in the last 20 years. Both parents born overseas. When speak another

language much more likely to speak English well or very well. Outstanding

debt and spend on family essentials.


Debt Service Ratio




4.8%

6.4%

15.0%

23.3%

27.1%

R ockafellas

AchieversTwixters

debtStars

Boomers

Twixters

S plendourS uburbanCrusaders

Twixters

debtStars

S plendour

G19

2.5%

0.2%

0.0%

11.6%

0.8%

4.3%

59.6%

21.0%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Household and Personal Payments


Current Housing Costs


Parking Costs

Mobile Phones

Toys

Children's Clothing

Public Transport

Public School Fees

Mortgage Repayments

Pasta and Rice

Infant's Clothing



1.2% 1.5%

99.8%

Dummy1 Dummy2





Family AchieverMid status families in large mortgaged houses.



SES AB 15.2 74.6

SES C 46.1 228.4

SES D 28.3 141.4

SES E 9.4 47.6

SES FG 1.0 5.3

Lifecycle Stage









Tenure Type

Own 23.6 73.9

Mortgage 60.4 172.5

Rent 15.9 49.2

Other 0.1 15.9

Aust Population



NSW: Shell Cove, Harrington Park 1 Flat 4+ Storeys 0.0 0.7

VIC: Botanic Ridge, Strathfieldsaye 2 Different Address 5 Yrs Ago 43.3 101.0

QLD: Upper Kedron, New Beith 3 Use Public Transport 5.2 41.3

SA: Hewett, McLaren Flat 4 Both Parents Born Overseas 24.4 65.9

WA: Atwell, Wandina 5 Work in Agriculture 1.0 38.8

TAS: Acton Park 6 Attend University F/T 2.0 59.0

NT: Girraween, Herbert 7 Lone Parent Families 10.3 65.1

8

Other Segments within Group F Top 5 NESB Languages

33 Established Mid Status Family Other Languages 3.8 56.6

32 Aspiring Family Fringe Indian & Other South Asian 1.0 32.7

30 Established Multicultural Family Chinese 0.8 19.8

27 Establishing Multicultural Family Vietnamese & Other South East Asian 0.7 25.9

Italian 0.5 44.5

Aust Households

Remoteness


Typically: Mid status family households living on the city fringe. High

household incomes and live in large, mortgaged houses (4+ bedrooms, 4+

persons, 2-3 motor vehicles). Majority married, English-only speakers.

Parents born in Australia. Outstanding debt and living expenses.

Life Insurance





8.7%

9.1%

13.7%

20.5%

23.1%

R ockafellas

Achievers

Twixters


debtStars

BoomersGrey Power

Survivors

debtStars

Boomers

True Blues

F20

0.8%

0.7%

0.7%

14.3%

3.7%

32.2%

18.8%

28.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Hardware Supplies


Toys

Chiropractic Fees

Home Improvements

Jewellery

Children's Clothing







Mortgage Repayments


2.2% 2.7%

64.0%

26.8%

8.6%

Dummy1 Dummy2





Established Multicultural SuburbanMature multicultural families in established suburban areas of Sydney & Melbourne.



SES AB 15.5 76.2

SES C 36.3 179.7

SES D 32.5 162.4

SES E 14.7 74.3

SES FG 1.1 5.4

Lifecycle Stage









Tenure Type

Own 42.3 132.8

Mortgage 32.3 92.3

Rent 24.9 77.3

Other 0.4 47.3

Aust Population



NSW: Bexley North, Earlwood 1 Flat 4+ Storeys 1.6 32.3

VIC: Oakleigh, Mulgrave 2 Different Address 5 Yrs Ago 32.3 75.3


Other Segments within Group G 4 Both Parents Born Overseas 60.4 163.2

34 Established Mid Status Suburban 5 Work in Agriculture 0.1 3.6

31 Old European Blue Collar 6 Attend University F/T 4.4 128.3

26 Mining 7 Lone Parent Families 15.5 97.8

23 Mid Status Family Starter 8

22 Mid Status Multicultural Suburban Top 5 NESB Languages

19 Multicultural Family Starter Greek 12.3 1233.7

Chinese 10.2 257.6




Aust Households

Remoteness


Typically: Mid status mature families and seniors living in established,

culturally diverse suburban areas. Strong Greek influence. Live in medium-

sized houses (3 bedrooms). Both parents born overseas. Use public

transport. High levels of home ownership and investable assets.





Home Equity

6.7%

9.9%

14.4%

17.2%

20.0%

Twixters

S plendourS uburban

Grey Power

Survivors

R ockafellas

AchieversCrusaders

Twixters

debtStars

Boomers

G21

0.0%

0.2%

0.0%

0.0%

1.7%

0.0%

30.7%

67.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Footwear


Fish and Seafood



Toys


Pasta and Rice

Physiotherapy Fees

Gardening Services

Cultural Activities

Public Transport


Women's Footwear

1.2% 1.3%

99.8%

Dummy1 Dummy2





Mid Status Multicultural SuburbanMid status suburban households from multicultural backgrounds.



SES AB 13.1 64.8

SES C 32.2 159.4

SES D 32.9 164.7

SES E 18.7 94.1

SES FG 3.1 15.7

Lifecycle Stage









Tenure Type

Own 31.8 99.8

Mortgage 28.6 81.7

Rent 39.1 121.2

Other 0.4 55.7

Aust Population



NSW: Lidcombe, Riverwood 1 Flat 4+ Storeys 6.2 124.4

VIC: Clayton, Doncaster 2 Different Address 5 Yrs Ago 49.8 116.1

QLD: Sunnybank, Macgregor 3 Use Public Transport 29.9 235.5

WA: Karawara 4 Both Parents Born Overseas 76.1 205.8


Other Segments within Group G 6 Attend University F/T 10.1 292.2

34 Established Mid Status Suburban 7 Lone Parent Families 15.5 97.8

31 Old European Blue Collar 8

26 Mining Top 5 NESB Languages

23 Mid Status Family Starter Chinese 31.5 795.9

21 Established Multicultural Suburban Other Languages 11.6 174.3

19 Multicultural Family Starter Indian & Other South Asian 6.9 232.7



Aust Households

Remoteness


Typically: Mid status suburban households with a strong

Chinese/multicultural influence. Many full-time uni students and

extended families. Both parents born overseas. High residential mobility

and usage of public transport. Graduated or studying Bachelor degrees.

Student debt, income from other sources and spend on essentials.






8.5%

8.8%

10.2%

16.3%

21.3%Independents

Twixters

S plendourS uburban

Grey Power

SurvivorsCrusadersR ockafellas

Achievers

G22

0.0%

0.1%

0.0%

2.6%

0.0%

21.9%

26.1%

49.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Toiletries and Cosmetics


Footwear


Rent Payments

Cultural Activities

Public School Fees

Fish and Seafood


Pasta and Rice

Mobile Phones

Women's Footwear

Public Transport


0.9% 1.1%

99.9%

Dummy1 Dummy2





Mid Status Family StarterFinancially extended younger families in newer housing.



SES AB 8.7 42.9

SES C 36.5 180.8

SES D 37.3 186.6

SES E 15.3 77.2

SES FG 2.2 11.2

Lifecycle Stage









Tenure Type

Own 10.5 33.1

Mortgage 54.9 156.6

Rent 34.4 106.6

Other 0.2 22.5

Aust Population



NSW: Jordan Springs, Oran Park 1 Flat 4+ Storeys 0.3 5.3

VIC: Armstrong Creek, Doreen 2 Different Address 5 Yrs Ago 75.7 176.6

QLD: Kirkwood, Burdell 3 Use Public Transport 7.5 59.1

SA: Whyalla Jenkins, Freeling 4 Both Parents Born Overseas 33.5 90.6

WA: Alkimos, Brabham 5 Work in Agriculture 0.8 33.6

NT: Bakewell, Gunn 6 Attend University F/T 2.2 63.9

ACT: Casey, Coombs 7 Lone Parent Families 13.6 85.6

8

Other Segments within Group G Top 5 NESB Languages

34 Established Mid Status Suburban Other Languages 6.5 98.1

31 Old European Blue Collar Indian & Other South Asian 3.7 125.5

26 Mining Vietnamese & Other South East Asian 2.3 91.9

22 Mid Status Multicultural Suburban Chinese 1.4 35.9

21 Established Multicultural Suburban Arabic & Other Middle Eastern 0.8 46.0

19 Multicultural Family Starter

Aust Households

Remoteness


Typically: Mid status young and middle-aged family households living on

the city fringe. Mid-range household and individual incomes. Recently

moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor

vehicles). High levels of full-time employment and Certificate

qualifications. Travel by car to work. Outstanding debt and living

expenses.






6.6%

7.4%

13.3%

19.3%

29.4%

Twixters

debtStars

Boomers

R ockafellas

Achievers

Twixters

S plendourS uburban

debtStars

Boomers

True BluesTwixters

debtStars

S plendour

G23

3.0%

8.3%

0.3%

25.1%

3.0%

24.1%

20.9%

15.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Current Housing Costs

Jewellery


Children's Clothing

Toys


Furniture

Infant's Clothing


Chiropractic Fees


Mortgage Repayments




1.8% 2.1%

61.9%18.1%

16.5%

Dummy1 Dummy2





Mid Status Mixed UrbanMid status, medium-density, mainly Caucasian households with diverse demographics.



SES AB 9.0 44.4

SES C 29.5 145.9

SES D 33.2 166.0

SES E 23.7 119.4

SES FG 4.7 23.7

Lifecycle Stage









Tenure Type

Own 31.6 99.2

Mortgage 29.9 85.2

Rent 38.0 117.7

Other 0.5 66.2

Aust Population



NSW: Carrington (Newcastle), Mayfield East 1 Flat 4+ Storeys 1.8 37.3

VIC: Ballarat Central, Bendigo 2 Different Address 5 Yrs Ago 46.3 108.0

QLD: Railway Estate (Townsv ille), Sunshine Beach 3 Use Public Transport 5.8 45.5

SA: Exeter, Glenelg South 4 Both Parents Born Overseas 22.9 61.8

WA: Beresford, Albany 5 Work in Agriculture 1.1 44.0

TAS: East Launceston, Mount Nelson 6 Attend University F/T 3.1 88.8

NT: Tennant Creek, Marrara 7 Lone Parent Families 19.2 121.2

ACT: Greenway 8


Other Segments within Group H Other Languages 3.8 57.3

29 Multicultural Mixed Urban Chinese 1.1 28.3

28 Elderly Enclaves Indian & Other South Asian 1.0 34.9

25 University Enclaves Vietnamese & Other South East Asian 0.8 33.2

18 Mid Status Urban Italian 0.6 52.5

Aust Households

Remoteness


Typically: Mid status mix of retirees, young families and young

independents in medium density housing. Caucasian backgrounds with

low religious affiliation. Many lone person and divorcee households.

Diverse household expenditure and economic characteristics.






9.3%

11.6%

12.4%

14.7%

18.5%

debtStars

Boomers


Survivors

Twixters

debtStars

BoomersIndependents

Twixters

S plendourS uburban

H24

1.3%

1.4%

7.4%

5.1%

9.5%

21.9%

25.0%

28.4%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Optical Fees

Internet Fees

Gardening Services

Pet Food


Rent Payments



Books



Newspapers


Gardening Products


3.1% 2.7%51.2%

38.4%

7.9%

Dummy1 Dummy2





University EnclavesUniversity students & other young people living near major university campuses.



SES AB 11.2 55.1

SES C 24.7 122.5

SES D 28.0 140.2

SES E 30.4 153.5

SES FG 5.6 28.6

Lifecycle Stage









Tenure Type

Own 13.0 40.9

Mortgage 13.4 38.4

Rent 72.7 225.1

Other 0.8 103.6

Aust Population



NSW: Haymarket, Ultimo 1 Flat 4+ Storeys 60.2 1216.3

VIC: Carlton, Melbourne 2 Different Address 5 Yrs Ago 81.9 191.0

QLD: St Lucia, Kelv in Grove 3 Use Public Transport 36.8 290.5

SA: Adelaide 4 Both Parents Born Overseas 77.8 210.3

WA: Crawley 5 Work in Agriculture 0.2 8.5


Other Segments within Group H 7 Lone Parent Families 12.0 75.5

29 Multicultural Mixed Urban 8

28 Elderly Enclaves Top 5 NESB Languages

24 Mid Status Mixed Urban Chinese 34.3 865.8

18 Mid Status Urban Other Languages 9.4 141.4




Aust Households

Remoteness


Typically: University students and young professionals living near university

campuses with a strong Chinese/multicultural influence. Rent in high-rise

and low-rise flats (1-2 bedrooms) with high residential mobility and usage

of public transport. Many not in the labour force and living in group

households. Low religious affiliation. Graduated or studying bachelor

degrees. Student debt, income from other sources and spend on

essentials.






3.6%

3.8%

4.0%

12.9%

69.9%Independents

CrusadersdebtStars

Boomers

True Blues

Twixters

S plendourS uburban

Grey Power

Survivors

H25

1.5%

0.1%

1.3%

2.5%

4.4%

13.9%

46.4%

29.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Holidays: Overseas

Computer Software and Hardware



Pasta and Rice


Books

Toiletries and Cosmetics




Public Transport

Mobile Phones

Rent Payments


1.0% 0.8%

98.1%

Dummy1 Dummy2





MiningMining communities.



SES AB 7.7 37.9

SES C 26.7 132.2

SES D 35.0 175.2

SES E 22.6 114.0

SES FG 8.0 40.6

Lifecycle Stage









Tenure Type

Own 14.9 46.7

Mortgage 25.2 72.0

Rent 59.4 184.0

Other 0.5 62.3

Aust Population



NSW: Hunterv iew, Cobar 1 Flat 4+ Storeys 0.1 2.4

QLD: Moranbah, Blackwater 2 Different Address 5 Yrs Ago 58.5 136.4

SA: Roxby Downs 3 Use Public Transport 5.0 39.5

WA: South Kalgoorlie, Port Hedland 4 Both Parents Born Overseas 23.7 64.1

NT: Jabiru, Nhulunbuy 5 Work in Agriculture 1.4 56.3


Other Segments within Group G 7 Lone Parent Families 12.3 77.6

34 Established Mid Status Suburban 8

31 Old European Blue Collar Top 5 NESB Languages

23 Mid Status Family Starter Other Languages 3.3 50.1

22 Mid Status Multicultural Suburban Vietnamese & Other South East Asian 2.3 90.1

21 Established Multicultural Suburban Indian & Other South Asian 0.9 29.9

19 Multicultural Family Starter Australian Indigenous Languages 0.7 264.1

Chinese 0.5 13.1

Aust Households

Remoteness


Typically: Mid status young or middle aged families renting in mining

communities. High household and individual incomes and residential

mobility. Caucasian backgrounds. Certificate qualifications, work in

Trades and the Mining industry. Vehicle and living expenses. High levels of

debt.

Income From Wages


Other Loan Interest Repayments



8.3%

11.6%

12.8%

14.4%

24.6%

Twixters

debtStars

Boomers

debtStars

Boomers

True Blues

Twixters

S plendourS uburbanR ockafellas

Achievers

Independents

G26

0.0%

2.8%

0.5%

47.9%

3.1%

36.9%

0.0%

8.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Children's Clothing




Hardware Supplies




Rent Payments


Dental Fees





0.7% 0.7%

7.0%

37.5%

40.8%

14.7%

Dummy1 Dummy2





Establishing Multicultural FamilyOuterlying multicultural suburbs of Sydney & Melbourne.



SES AB 2.8 13.7

SES C 28.6 141.6

SES D 41.6 208.3

SES E 23.2 117.2

SES FG 3.8 19.1

Lifecycle Stage









Tenure Type

Own 21.0 65.9

Mortgage 59.6 170.1

Rent 19.2 59.6

Other 0.2 19.0

Aust Population



NSW: Hoxton Park, Oakhurst 1 Flat 4+ Storeys 0.1 2.2

VIC: Taylors Hill, Narre Warren South 2 Different Address 5 Yrs Ago 34.9 81.3

WA: Bennett Springs, Darch 3 Use Public Transport 13.6 107.4


Other Segments within Group F 5 Work in Agriculture 0.3 11.4

33 Established Mid Status Family 6 Attend University F/T 3.8 111.0

32 Aspiring Family Fringe 7 Lone Parent Families 14.5 91.4

30 Established Multicultural Family 8

20 Family Achiever Top 5 NESB Languages





Chinese 3.2 82.0

Aust Households

Remoteness


Typically: Mid status families in outerlying suburban areas with a strong

multicultural influence. Live in large mortgaged houses (4+ bedrooms, 4+

people, 2 motor vehicles), many with both parents born overseas.

Outstanding debt and living expenses.

Life Insurance





6.7%

10.7%

15.0%

21.7%

28.1%

Twixters


debtStars

BoomersTwixters

debtStars

S plendour

R ockafellas

Achievers

Grey Power

Survivors

F27

0.0%

0.1%

0.0%

6.1%

0.5%

1.1%

52.5%

39.7%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Comprehensive Motor Vehicle Insurance


Infant's Clothing


Vehicle Crash Repairs

Mobile Phones

Toys

Public Transport


Children's Clothing

Pasta and Rice


Mortgage Repayments

Public School Fees


1.0% 1.4%

99.9%

Dummy1 Dummy2





Elderly EnclavesSuburban areas with a significant concentration of retirees.



SES AB 12.4 61.2

SES C 22.4 111.1

SES D 24.9 124.5

SES E 25.3 127.6

SES FG 15.0 76.1

Lifecycle Stage









Tenure Type

Own 41.0 128.5

Mortgage 21.0 60.0

Rent 23.1 71.5

Other 14.9 1857.6

Aust Population



NSW: Taren Point, Bayview 1 Flat 4+ Storeys 3.1 62.8

VIC: Marshall 2 Different Address 5 Yrs Ago 44.5 103.8

QLD: Rosemount 3 Use Public Transport 10.0 78.7

SA: Leabrook, Pasadena 4 Both Parents Born Overseas 33.9 91.6

WA: Myaree, Calista 5 Work in Agriculture 0.8 31.0


Other Segments within Group H 7 Lone Parent Families 12.7 79.9

29 Multicultural Mixed Urban 8

25 University Enclaves Top 5 NESB Languages

24 Mid Status Mixed Urban Other Languages 4.6 70.0

18 Mid Status Urban Chinese 2.8 70.2


Italian 1.2 106.3


Aust Households

Remoteness


Typically: Seniors living in suburban retirement communities. Live in

medium density, semi-detached housing. Many lone person households

and widows/widowers. High levels of home ownership and other forms of

tenure (e.g. retirement homes). Above-average cash investments and

investable assets and spending on basic needs.

Home Equity


Investable Assets



7.0%

7.1%

8.8%

20.9%

22.3%Grey Power

Survivors

Grey Power

Survivors

Crusaders

Fortunats

Achievers

Twixters

S plendourS uburban

debtStars

Boomers

True Blues

H28

1.7%

0.5%

2.2%

11.0%

18.1%

18.3%

20.8%

27.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Green Fees


Hairdressing





Prescriptions




Gardening Services

Lottery Tickets

Newspapers


1.0% 0.8%

83.8%

13.0%

Dummy1 Dummy2





Multicultural Mixed UrbanMedium density areas with diverse multicultural backgrounds.



SES AB 5.4 26.7

SES C 25.4 125.9

SES D 34.1 170.6

SES E 27.6 139.3

SES FG 7.5 37.9

Lifecycle Stage









Tenure Type

Own 23.1 72.6

Mortgage 29.4 84.1

Rent 46.9 145.2

Other 0.6 69.0

Aust Population



NSW: Brighton-le-Sands, Fairy Meadow 1 Flat 4+ Storeys 2.8 55.9

VIC: Heidelberg West, West Footscray 2 Different Address 5 Yrs Ago 52.5 122.3

QLD: Rocklea, Richlands 3 Use Public Transport 17.9 141.2

SA: Clearv iew, Clovelly Park 4 Both Parents Born Overseas 54.6 147.5

WA: Nollamara, Carlisle 5 Work in Agriculture 0.5 18.2

NT: Wagaman, Coconut Grove 6 Attend University F/T 5.3 153.7


Other Segments within Group H 8

28 Elderly Enclaves Top 5 NESB Languages

25 University Enclaves Other Languages 10.9 163.8

24 Mid Status Mixed Urban Indian & Other South Asian 7.2 244.5

18 Mid Status Urban Chinese 6.1 154.9



Aust Households

Remoteness


Typically: Mid status households in mixed areas with a multicultural

influence. Live in low-rise flats, small semi-detached or standalone houses

(2-3 bedrooms, 0-1 motor vehicles). Many renters, younger households

and users of public transport. Financial hardship, spend on essentials.






9.3%

10.3%

11.8%

14.1%

21.8%IndependentsTwixters

debtStars

Boomers

debtStars

Boomers

True Blues

Twixters

S plendourS uburban

Grey Power

Survivors

H29

1.4%

0.9%

0.5%

26.1%

22.6%

8.5%

28.1%

12.0%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Infant's Clothing

Parking Costs

Packaged Waters


Mobile Phones

Chiropractic Fees




Internet Fees

Public Transport


Pasta and Rice


Rent Payments

2.5% 2.3%

97.6%

Dummy1 Dummy2





Established Multicultural FamilyOuterlying multicultural suburbs of Sydney & Melbourne.



SES AB 2.9 14.1

SES C 26.6 131.8

SES D 38.6 193.2

SES E 26.2 132.4

SES FG 5.7 28.9

Lifecycle Stage









Tenure Type

Own 46.6 146.1

Mortgage 39.6 113.1

Rent 13.6 42.1

Other 0.2 27.4

Aust Population



NSW: Greystanes, Wetherill Park 1 Flat 4+ Storeys 0.0 0.0

VIC: Taylors Lakes, Keilor Downs 2 Different Address 5 Yrs Ago 24.1 56.1

WA: Noranda, Munster 3 Use Public Transport 9.2 72.7


Other Segments within Group F 5 Work in Agriculture 1.0 39.3

33 Established Mid Status Family 6 Attend University F/T 4.0 114.7

32 Aspiring Family Fringe 7 Lone Parent Families 12.7 80.2

27 Establishing Multicultural Family 8

20 Family Achiever Top 5 NESB Languages



Italian 5.9 516.8


Chinese 3.6 91.5

Aust Households

Remoteness


Typically: Mid status mature families living in outerlying suburbs with a

European/multicultural influence. Married and live in large houses (4+

bedrooms, 4+ persons, 2+ motor vehicles). Drive to work. Both parents

born overseas. High levels of home ownership. Living expenses and low

levels of discretionary spend.





Home Equity

8.2%

11.7%

11.7%

14.9%

27.7%

Twixters

S plendourS uburban

Twixters

debtStars

S plendour

Grey Power

Survivors

Twixters

debtStars

Boomers

Crusaders

F30

0.0%

0.0%

0.0%

9.7%

0.5%

0.0%

49.8%

40.0%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Women's Footwear

Children's Clothing

Jewellery

Packaged Waters

Rate Payments

Men's Clothing


Public School Fees


Pasta and Rice






0.8% 1.0%

99.6%

Dummy1 Dummy2





Old European Blue CollarOlder European migrants in established suburbs.



SES AB 5.6 27.6

SES C 24.2 119.7

SES D 32.9 164.7

SES E 28.9 145.6

SES FG 8.4 42.9

Lifecycle Stage









Tenure Type

Own 42.9 134.7

Mortgage 29.6 84.6

Rent 26.8 83.1

Other 0.6 76.7

Aust Population



NSW: Coniston, Port Kembla 1 Flat 4+ Storeys 0.2 5.0

VIC: Airport West, Hadfield 2 Different Address 5 Yrs Ago 34.4 80.2

SA: Newton, Kidman Park 3 Use Public Transport 12.7 100.1

WA: Spearwood, Balcatta 4 Both Parents Born Overseas 51.5 139.3


Other Segments within Group G 6 Attend University F/T 3.4 100.2

34 Established Mid Status Suburban 7 Lone Parent Families 16.4 103.3

26 Mining 8

23 Mid Status Family Starter Top 5 NESB Languages

22 Mid Status Multicultural Suburban Italian 10.9 959.0

21 Established Multicultural Suburban Other Languages 8.5 128.1

19 Multicultural Family Starter Greek 4.0 401.0

Chinese 3.7 93.2


Aust Households

Remoteness


Typically: Mid status mixed households in suburbs with a strong Italian and

to a lesser extent Greek influence. Live in small or medium-sized houses (3

bedrooms). Both parents born overseas. Many Catholics and retirees.

Home ownership, income from pensions and spend on basic needs.




Home Equity


9.0%

11.3%

12.8%

14.6%

16.3%

Twixters

S plendourS uburban

Grey Power

Survivors

Twixters

debtStars

Boomers

Grey Power

SurvivorsdebtStars

Boomers

True Blues

G31

0.0%

0.0%

0.0%

10.9%

31.9%

0.7%

47.7%

8.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Dried Fruit and Nuts

Fresh Vegetables


Household Cleaning Products

Packaged Waters

Delicatessen

Women's Footwear


Rate Payments

Pasta and Rice



Optical Fees

Coffee


1.3% 1.3%

97.3%

Dummy1 Dummy2





Aspiring Family FringeFamilies in large houses, mainly in low-density, city fringe areas.



SES AB 2.0 9.7

SES C 25.2 124.6

SES D 40.1 200.8

SES E 26.8 135.3

SES FG 5.9 30.1

Lifecycle Stage









Tenure Type

Own 38.3 120.2

Mortgage 49.6 141.6

Rent 11.8 36.5

Other 0.3 39.3

Aust Population



NSW: Londonderry, Oakville 1 Flat 4+ Storeys 0.0 0.0

VIC: Cranbourne South, Devon Meadows 2 Different Address 5 Yrs Ago 31.8 74.1

QLD: Tamborine, North Maclean 3 Use Public Transport 2.4 18.7

SA: Lewiston, Two Wells 4 Both Parents Born Overseas 18.9 51.1

WA: Lower Chittering, Mundijong 5 Work in Agriculture 4.8 189.3

TAS: Sandford, Granton 6 Attend University F/T 1.6 45.6

NT: Humpty Doo, Howard Springs 7 Lone Parent Families 10.2 64.4

8

Other Segments within Group F Top 5 NESB Languages

33 Established Mid Status Family Other Languages 2.1 31.2

30 Established Multicultural Family Italian 0.6 48.8

27 Establishing Multicultural Family Vietnamese & Other South East Asian 0.4 13.9

20 Family Achiever Chinese 0.3 7.9

Greek 0.2 16.3

Aust Households

Remoteness


Typically: Mid status families living in low-density city fringe areas. Live in

large houses (4+ bedrooms, 3+ motor vehicles). English-only speakers and

people with Caucasian backgrounds. Year 10-Year 11 education and

Certificate qualifications. Work in Trades, Agriculture and Construction

industries. Outstanding debt and living expenses



Value of Vehicles

Life Insurance


9.7%

12.5%

15.8%

16.8%

21.4%

Twixters

S plendourS uburban

debtStars

Boomers

True Blues

Twixters

debtStars

BoomersGrey Power

SurvivorsTwixters

debtStars

S plendour

F32

0.0%

2.3%

2.3%

12.5%

4.7%

30.4%

22.5%

25.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Mortgage Repayments

Hardware Supplies




Home Improvements



Pet Food


Green Fees





2.4% 2.8% 32.5%

54.9%

11.4%

Dummy1 Dummy2





Establishing Mid Status FamilyFinancially extended familes in newly established housing.



SES AB 1.8 9.1

SES C 23.8 117.7

SES D 40.6 203.2

SES E 27.8 140.4

SES FG 6.0 30.2

Lifecycle Stage









Tenure Type

Own 15.5 48.5

Mortgage 54.4 155.4

Rent 29.9 92.6

Other 0.2 22.6

Aust Population



NSW: Currans Hill 1 Flat 4+ Storeys 0.1 1.6

VIC: Skye 2 Different Address 5 Yrs Ago 49.6 115.8

QLD: Springfield (Ipswich), Pacific Pines 3 Use Public Transport 8.2 64.5

SA: Burton 4 Both Parents Born Overseas 39.7 107.3

WA: Golden Bay, Port Kennedy 5 Work in Agriculture 0.6 23.5

NT: Driver, Woodroffe 6 Attend University F/T 2.2 63.6


Other Segments within Group F 8

32 Aspiring Family Fringe Top 5 NESB Languages

30 Established Multicultural Family Other Languages 7.0 105.9

27 Establishing Multicultural Family Indian & Other South Asian 2.3 78.4

20 Family Achiever Vietnamese & Other South East Asian 2.2 85.6

Chinese 1.6 39.2


Aust Households

Remoteness


Typically: Mid status families living in newer suburban city fringe areas.

Mid-range household incomes and live in large mortgaged houses (4

bedrooms, 3-4 persons, 2 motor vehicles). High levels of full-time

employment and Certificate qualifications. Work as Technicians and

Trade Workers. Travel to work by car. High outstanding loan balances and

living expenses.






8.4%

8.6%

11.3%

19.5%

26.5%

Twixters

debtStars

Boomers

Twixters

S plendourS uburban

Twixters

debtStars

S plendour

debtStars

Boomers

True Blues

R ockafellas

Achievers

F33

0.0%

1.5%

0.0%

41.2%

2.4%

40.9%

10.5%

3.6%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Potato Crisps and Savoury Confectionery


Public School Fees

Pet Food

Children's Clothing

Packaged Waters






Mortgage Repayments


Chiropractic Fees


1.7% 2.1%

90.9%

5.8%

Dummy1 Dummy2





Established Mid Status SuburbanEstablished mid status suburban areas.



SES AB 1.0 4.7

SES C 17.3 85.7

SES D 40.2 201.3

SES E 33.7 170.0

SES FG 7.8 39.7

Lifecycle Stage









Tenure Type

Own 30.0 94.2

Mortgage 49.0 139.9

Rent 20.8 64.4

Other 0.2 20.1

Aust Population



NSW: Werrington Downs, Ruse 1 Flat 4+ Storeys 0.0 0.2

VIC: Mount Evelyn, Langwarrin 2 Different Address 5 Yrs Ago 35.6 83.0

QLD: Bald Hills, Camira 3 Use Public Transport 7.0 55.0

SA: Trott Park, Redwood Park 4 Both Parents Born Overseas 27.6 74.5

WA: Beldon, Heathridge 5 Work in Agriculture 0.5 21.1

TAS: Lauderdale 6 Attend University F/T 2.1 61.7

ACT: Richardson, Gilmore 7 Lone Parent Families 17.3 109.1

8

Other Segments within Group G Top 5 NESB Languages

31 Old European Blue Collar Other Languages 4.3 64.3

26 Mining Chinese 1.1 28.1

23 Mid Status Family Starter Vietnamese & Other South East Asian 1.1 42.1

22 Mid Status Multicultural Suburban Indian & Other South Asian 1.0 33.3

21 Established Multicultural Suburban Arabic & Other Middle Eastern 0.6 30.2

19 Multicultural Family Starter

Aust Households

Remoteness


Typically: Mid status families living in suburban households on city fringes.

Mid-range household incomes and live in large houses (3-4 bedrooms, 2-3

motor vehicles). Caucasian backgrounds and English-only speakers. Year

10-Year 11 education and Certificate qualifications. Work in Trades and

Construction. Typically travel to work by car. High debt, living expenses

and low discretionary spend.




Debt Service Ratio


10.1%

11.0%

13.2%

17.6%

22.0%

Twixters

debtStars

Boomers

Twixters

S plendourS uburban

debtStars

Boomers

True BluesTwixters

debtStars

S plendour

Grey Power

Survivors

G34

1.2%

0.4%

0.3%

11.5%

10.4%

30.3%

22.3%

23.7%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW



Public School Fees




Soft Drinks

Delicatessen



Chiropractic Fees

Mortgage Repayments


Pet Food


4.1% 4.4%

94.2%

Dummy1 Dummy2





Empty Nest & RetirementLess affluent sea and tree change.



SES AB 3.6 17.6

SES C 16.0 79.4

SES D 27.0 135.3

SES E 33.1 167.0

SES FG 20.3 102.8

Lifecycle Stage









Tenure Type

Own 53.0 166.3

Mortgage 24.4 69.6

Rent 21.9 67.8

Other 0.7 89.3

Aust Population



NSW: Tuross Head, Bundanoon 1 Flat 4+ Storeys 3.1 62.5

VIC: Sorrento, Metung 2 Different Address 5 Yrs Ago 42.3 98.6

QLD: Mapleton, Woodgate 3 Use Public Transport 2.3 18.2

SA: Normanville, Hindmarsh I sland 4 Both Parents Born Overseas 22.7 61.5

WA: South Yunderup, Bluff Point 5 Work in Agriculture 2.7 108.9

TAS: Shearwater, Evandale 6 Attend University F/T 1.0 28.3


Other Segments within Group J 8

41 Low Status Mixed Urban Top 5 NESB Languages

38 Blue Collar Mixed Multicultural Other Languages 2.3 34.5

Italian 0.5 39.9

Chinese 0.4 10.4


Greek 0.2 22.3

Aust Households

Remoteness


Typically: Mid-low status retiree/empty nest households in country and

coastal towns as well as outerlying suburbs in regional cities. Live in

medium-sized houses (1-2 persons, 1 motor vehicle). Many lone person

households. Lower educational attainment and Certificate qualifications.

Almost entirely Caucasian, born in Australia and English-only speaking.

High home ownership, income from pensions and living expenses.




Investable Assets


8.1%

8.2%

18.8%

20.0%

20.0%

debtStars

Boomers

True Blues

Grey Power

Survivors

Grey Power

Survivors

Twixters

debtStars

Boomers

Boomers

True Blues

J35

0.0%

0.0%

3.5%

6.5%

6.6%

25.0%

19.9%

38.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW






Lottery Tickets



Gardening Products

Prescriptions

Gardening Services

Optical Fees

Green Fees

Newspapers


2.1% 1.8% 30.2%

53.2%

15.5%

Dummy1 Dummy2





Mature Provincial SuburbanPoorer seniors & mature independents in regional areas.



SES AB 0.8 4.1

SES C 12.7 63.0

SES D 32.2 161.3

SES E 37.8 190.7

SES FG 16.4 83.3

Lifecycle Stage









Tenure Type

Own 42.2 132.3

Mortgage 38.8 110.8

Rent 18.7 57.8

Other 0.4 45.1

Aust Population



NSW: Rathmines, Gulmarrad 1 Flat 4+ Storeys 0.0 0.4

VIC: Clifton Springs, Drysdale 2 Different Address 5 Yrs Ago 37.1 86.5

QLD: Craignish, Pomona 3 Use Public Transport 1.8 14.2

SA: Macclesfield, Birdwood 4 Both Parents Born Overseas 16.7 45.2

WA: Silver Sands, Bayonet Head 5 Work in Agriculture 3.0 117.6

TAS: Legana, Turners Beach 6 Attend University F/T 1.2 33.8


Other Segments within Group I 8

46 Middle Eastern Multicultural Top 5 NESB Languages

45 Agricultural Other Languages 1.8 27.8

44 Low Status Prov incial Suburban Italian 0.4 34.7

43 Low Status Mixed Multicultural Vietnamese & Other South East Asian 0.4 14.4

42 Transient Suburban Chinese 0.3 8.1

40 Prov incial Fringe Indian & Other South Asian 0.3 8.9

39 Blue Collar Suburban

37 Established Blue Collar Suburban

Aust Households

Remoteness


Typically: Mid-low status mature households in towns and outerlying

suburbs in regional cities. Live in medium-sized houses (3-4 bedrooms, 2

persons). Lower educational attainment and Certificate qualifications.


High home ownership, living and motor vehicle expenses.


Life Insurance


Value of Contents: Main Residence

Value of Vehicles

11.6%

12.3%

13.8%

15.9%

17.7%

debtStars

Boomers

True Blues

Twixters

debtStars

Boomers

Grey Power

Survivors

Grey Power

Survivors

Twixters

S plendourS uburban

I36

0.0%

0.0%

6.2%

6.8%

6.6%

22.5%

20.9%

36.9%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Hardware Supplies



Pet Food




Gardening Products


Optical Fees



Newspapers


Green Fees

3.4% 3.4%23.2%

61.9%

13.9%

Dummy1 Dummy2





Established Blue Collar SuburbanBlue collar families in stable suburban areas.



SES AB 0.6 3.0

SES C 9.2 45.7

SES D 28.8 144.2

SES E 43.8 220.9

SES FG 17.6 89.1

Lifecycle Stage









Tenure Type

Own 29.0 91.0

Mortgage 41.6 118.9

Rent 29.1 90.0

Other 0.3 34.1

Aust Population



NSW: Ingleburn, Blacktown 1 Flat 4+ Storeys 0.1 2.5

VIC: Hampton Park, Hoppers Crossing 2 Different Address 5 Yrs Ago 36.3 84.7

QLD: Algester 3 Use Public Transport 15.3 120.4

WA: Kenwick, Beckenham 4 Both Parents Born Overseas 56.1 151.6

NT: Karama, Wagaman 5 Work in Agriculture 0.4 17.0


Other Segments within Group I 7 Lone Parent Families 19.5 123.2

46 Middle Eastern Multicultural 8

45 Agricultural Top 5 NESB Languages

44 Low Status Prov incial Suburban Other Languages 12.9 194.9

43 Low Status Mixed Multicultural Indian & Other South Asian 8.4 285.0

42 Transient Suburban Vietnamese & Other South East Asian 5.6 217.9

40 Prov incial Fringe Arabic & Other Middle Eastern 4.3 230.7

39 Blue Collar Suburban Chinese 3.6 90.7

36 Mature Prov incial Suburban

Aust Households

Remoteness


Typically: Lower status families living in established suburban city fringe

areas with diverse multicultural influences. Live in medium-sized houses (3

bedrooms). Work in Transport, Postal and Warehousing. Spend on

essentials.



Debt Service Ratio



11.3%

12.9%

13.8%

15.3%

17.1%

Twixters

debtStars

Boomers

Twixters

S plendourS uburban

Twixters

debtStars

S plendour

StrugglevilleBoomers

True Blues

I37

0.0%

1.4%

0.0%

17.0%

3.3%

3.8%

34.3%

40.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Packaged Waters

Pay TV Subscription

Mobile Phones


Cakes, Tarts and Puddings

Toilet soap



Lottery Tickets

Soft Drinks

Public Transport


Pasta and Rice


Public School Fees

2.0% 2.2%

98.3%

Dummy1 Dummy2





Blue Collar Mixed MulticulturalBlue collar younger people from diverse multicultural backgrounds in higher density areas.



SES AB 0.3 1.3

SES C 9.6 47.6

SES D 25.0 124.9

SES E 34.7 175.3

SES FG 30.4 154.4

Lifecycle Stage









Tenure Type

Own 16.1 50.4

Mortgage 20.5 58.5

Rent 63.1 195.5

Other 0.3 42.2

Aust Population



NSW: Lakemba, Liverpool 1 Flat 4+ Storeys 12.9 261.3

VIC: Dandenong, Noble Park 2 Different Address 5 Yrs Ago 55.4 129.2

SA: Kilburn, Blair Athol 3 Use Public Transport 29.7 234.4

WA: Cannington 4 Both Parents Born Overseas 84.5 228.5


Other Segments within Group J 6 Attend University F/T 5.4 156.0

41 Low Status Mixed Urban 7 Lone Parent Families 20.0 126.5

35 Empty Nest & Retirement 8






Chinese 6.9 175.2

Aust Households

Remoteness


Typically: Lower status, young independents and families in suburban

areas with a very strong and diverse multicultural influence. Rent in low-

rise and high-rise flats (2 bedrooms, 0-1 motor vehicles) with high

residential mobility and usage of public transport. Many married at a

young age. Both parents born overseas. Work in Trades and as Labourers,

Machinery Operators and Drivers. Financial hardship, income from other

sources and basic living expenses.






8.5%

9.6%

11.5%

15.4%

32.3%IndependentsTwixters

debtStars

Boomers

Boomers


Survivors

Struggleville

J38

0.2%

0.0%

0.0%

1.6%

3.3%

2.6%

31.0%

61.4%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Women's Footwear

Toilet soap

Taxis



Infant's Clothing

Public School Fees



Pasta and Rice

Mobile Phones


Rent Payments

Public Transport

0.9% 1.0%

99.1%

Dummy1 Dummy2





Blue Collar SuburbanLower status suburban areas with a mix of older and younger persons.



SES AB 0.4 2.2

SES C 6.3 31.1

SES D 23.1 115.7

SES E 41.0 206.9

SES FG 29.2 148.0

Lifecycle Stage









Tenure Type

Own 32.2 101.0

Mortgage 36.0 102.7

Rent 31.4 97.1

Other 0.5 58.8

Aust Population



NSW: Noraville, Wallsend 1 Flat 4+ Storeys 0.1 2.4

VIC: Kilsyth, Frankston 2 Different Address 5 Yrs Ago 39.5 92.1

QLD: Pacific Paradise, Battery Hill 3 Use Public Transport 7.3 57.2

SA: Old Noarlunga, Hackham 4 Both Parents Born Overseas 28.5 77.0

WA: Hillman, Eden Hill 5 Work in Agriculture 0.6 22.8

ACT: Charnwood 6 Attend University F/T 2.0 57.2





44 Low Status Prov incial Suburban Vietnamese & Other South East Asian 1.2 46.2



40 Prov incial Fringe Italian 0.7 63.2



Aust Households

Remoteness


Typically: Lower status families and seniors living in suburban areas on city

fringes. Live in medium-sized houses (3 bedrooms, 1 motor vehicle).

Caucasian backgrounds with low religious affiliation. Year 10-Year 11

education and Certificate qualifications. Work as Technicians and Trade

Workers. Travel to work by car. Many lone parent families and lone person

households. Income from pensions, spend on basic needs and financial

hardship.






9.5%

12.8%

13.8%

15.2%

17.3%

Grey Power

SurvivorsBoomers

True Blues

StrugglevilleTwixters

debtStars

BoomersTwixters

debtStars

S plendour

I39

0.5%

0.0%

1.0%

10.4%

21.2%

22.3%

21.3%

23.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Coffee


Green Fees


Prescriptions

Newspapers

Delicatessen

Lottery Tickets


Soft Drinks




Pet Food


3.4% 3.2%

94.9%

Dummy1 Dummy2





Provincial FringeHobby farmers & other households on the fringe of provincial centres.



SES AB 0.4 1.8

SES C 6.5 32.0

SES D 23.8 119.1

SES E 39.6 199.7

SES FG 29.8 151.1

Lifecycle Stage









Tenure Type

Own 45.3 142.0

Mortgage 37.5 107.0

Rent 16.4 50.9

Other 0.8 99.4

Aust Population



NSW: Merriwa, Gol Gol 1 Flat 4+ Storeys 0.0 0.0

VIC: Porepunkah, Red Cliffs 2 Different Address 5 Yrs Ago 29.2 68.1

QLD: Forest Hill, Miles 3 Use Public Transport 0.6 5.0

SA: Renmark West, Eudunda 4 Both Parents Born Overseas 13.5 36.6

WA: Kojonup, Bakers Hill 5 Work in Agriculture 22.7 899.4

NT: Cossack, Virginia 6 Attend University F/T 0.7 20.8





44 Low Status Prov incial Suburban Italian 0.7 58.2


42 Transient Suburban Indian & Other South Asian 0.2 6.1

39 Blue Collar Suburban Greek 0.2 17.4



Aust Households

Remoteness


Typically: Families, mature independents and early seniors living in

regional areas. Homeowners living on large properties (2 persons, 3+ motor

vehicles). Lower educational attainment, work in Agriculture. Almost

entirely Caucasian, born in Australia and English-only speaking. High

levels of full-time employment in older people. Home ownership as well as

living and motor vehicle expenses.



Value of Vehicles



11.2%

11.4%

14.1%

15.9%

19.1%

Boomers


SurvivorsdebtStars

Boomers

True BluesStrugglevilleTwixters

debtStars

Boomers

I40

0.0%

0.6%

5.9%

8.1%

11.4%

24.4%

29.0%

20.7%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Pet Food







Optical Fees

Gardening Products




Infant's Clothing


Newspapers

2.1% 2.1%

58.5%

37.8%

Dummy1 Dummy2





Low Status Mixed UrbanSmaller low income & elderly households, in urban welfare & provincial areas.



SES AB 1.8 8.9

SES C 8.5 42.0

SES D 20.2 101.1

SES E 32.4 163.3

SES FG 37.1 188.4

Lifecycle Stage









Tenure Type

Own 21.2 66.6

Mortgage 17.5 50.0

Rent 60.5 187.3

Other 0.7 92.4

Aust Population



NSW: South Albury, Gosford 1 Flat 4+ Storeys 10.5 211.3

VIC: Thomson (Greater Geelong), Rockbank 2 Different Address 5 Yrs Ago 56.2 131.0

QLD: Bungalow, Gladstone Central 3 Use Public Transport 8.5 67.0

SA: Port Adelaide, Peterhead 4 Both Parents Born Overseas 34.0 91.9

WA: Fitzroy Crossing, Midland 5 Work in Agriculture 1.5 57.5

TAS: Launceston 6 Attend University F/T 2.7 79.0

NT: Katherine South, Ross 7 Lone Parent Families 25.6 161.6

8

Other Segments within Group J Top 5 NESB Languages

38 Blue Collar Mixed Multicultural Other Languages 6.2 94.2

35 Empty Nest & Retirement Indian & Other South Asian 2.3 77.8


Chinese 1.9 48.1


Aust Households

Remoteness


Typically: Lower status young independent and elderly households living

in low-cost/social housing in both metropolitan and provincial areas. Low

household and individual income. Rent in flats (2 bedrooms, 0-1 motor

vehicles) with high residential mobility. High levels of lone person

households (young and old). Divorced or never married. Caucasian

backgrounds. Work in Accommodation and Food Services industries.

Financial hardship, spend on essentials and welfare assistance.






6.9%

11.1%

13.1%

16.7%

27.6%IndependentsGrey Power

SurvivorsBoomers

True BluesdebtStars

Boomers

True BluesSlender Meanz

J41

0.5%

1.7%

1.4%

7.9%

6.2%

47.0%

11.5%

23.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Haircare Products

Prescriptions

Mobile Phones

Coffee




Internet Fees



Taxis


Rent Payments


2.4% 1.7%

63.7%

18.2%

14.1%

Dummy1 Dummy2





Transient SuburbanHighly transient young people in low cost housing areas.



SES AB 0.3 1.5

SES C 3.5 17.3

SES D 16.5 82.4

SES E 42.2 212.9

SES FG 37.5 190.4

Lifecycle Stage









Tenure Type

Own 9.8 30.7

Mortgage 30.9 88.2

Rent 59.1 183.2

Other 0.2 22.2

Aust Population



QLD: Yarrabilba, Pimpama 1 Flat 4+ Storeys 0.2 4.2

SA: Munno Para West, Seaford Meadows 2 Different Address 5 Yrs Ago 67.4 157.2

WA: Brookdale 3 Use Public Transport 5.8 46.2


Other Segments within Group I 5 Work in Agriculture 1.0 38.8

46 Middle Eastern Multicultural 6 Attend University F/T 2.1 62.0

45 Agricultural 7 Lone Parent Families 26.9 170.0

44 Low Status Prov incial Suburban 8

43 Low Status Mixed Multicultural Top 5 NESB Languages

40 Prov incial Fringe Other Languages 8.3 124.9

39 Blue Collar Suburban Indian & Other South Asian 2.0 67.1

37 Established Blue Collar Suburban Vietnamese & Other South East Asian 1.8 71.3

36 Mature Prov incial Suburban Chinese 1.0 26.0


Aust Households

Remoteness


Typically: Lower status younger independents and families living in

suburban areas on city fringes. Low household incomes. Rent medium-

sized, low-cost housing (3-4 bedrooms, 1-2 motor vehicles) with high

residential mobility. Many families with young children and lone parent

families. Low religious affiliation. Certificate qualifications and work as

Labourers, Trade Workers, Machinery Operators and Drivers. Loan

repayments (non-property) and spend on essentials.






9.8%

10.8%

11.7%

14.4%

27.9%StrugglevilleBoomers

True Blues

IndependentsTwixters

debtStars

BoomersTwixters

debtStars

S plendour

I42

0.1%

0.3%

0.0%

6.6%

6.5%

76.4%

7.0%

3.1%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Internet Fees


Infant's Clothing



Pay TV Subscription


Public School Fees

Soft Drinks





Rent Payments

1.2% 1.4%

85.7%

8.9%

5.3%

Dummy1 Dummy2





Low Status Mixed MulticulturalLower status suburban areas with diverse multicultural backgrounds.



SES AB 0.1 0.7

SES C 1.9 9.4

SES D 11.7 58.6

SES E 37.4 188.4

SES FG 48.9 248.2

Lifecycle Stage









Tenure Type

Own 37.5 117.8

Mortgage 31.5 89.8

Rent 30.6 94.6

Other 0.4 54.4

Aust Population



NSW: Fairfield Heights, Wakeley 1 Flat 4+ Storeys 0.1 2.7

VIC: Thomastown, Deer Park 2 Different Address 5 Yrs Ago 32.6 76.1

SA: Virginia, Croydon Park 3 Use Public Transport 14.1 111.3

WA: Mirrabooka 4 Both Parents Born Overseas 75.1 203.0


Other Segments within Group I 6 Attend University F/T 3.7 108.0

46 Middle Eastern Multicultural 7 Lone Parent Families 20.9 132.1

45 Agricultural 8

44 Low Status Prov incial Suburban Top 5 NESB Languages

42 Transient Suburban Other Languages 22.2 334.4

40 Prov incial Fringe Vietnamese & Other South East Asian 13.8 543.3

39 Blue Collar Suburban Arabic & Other Middle Eastern 8.8 474.9

37 Established Blue Collar Suburban Chinese 5.2 131.6

36 Mature Prov incial Suburban Indian & Other South Asian 5.1 171.3

Aust Households

Remoteness


Typically: Lower status, larger mature families and late seniors living in

suburban areas with very strong and diverse multicultural influences. Live

in medium-sized houses (3 bedrooms), many with both parents born

overseas. Lower educational attainment, work as Labourers, Machinery

Operators and Drivers and in Manufacturing. Financial hardship, welfare

assistance, income from pensions and living expenses.






8.3%

15.4%

16.2%

18.6%

19.7%

Boomers


Survivors

Struggleville

Twixters

debtStars

S plendour

Slender Meanz

I43

0.0%

0.0%

0.0%

3.5%

5.8%

0.2%

49.5%

41.0%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Packaged Waters


Meat



Fish and Seafood



Public Transport


Mobile Phones

Public School Fees


Pasta and Rice

1.4% 1.7%

99.7%

Dummy1 Dummy2





Low Status Provincial SuburbanPoorer suburbs in regional cities & provincial areas



SES AB 0.2 0.9

SES C 2.2 10.7

SES D 16.5 82.4

SES E 40.5 204.5

SES FG 40.7 206.4

Lifecycle Stage









Tenure Type

Own 28.7 90.0

Mortgage 41.3 117.9

Rent 29.8 92.2

Other 0.3 31.3

Aust Population



NSW: Westdale (Tamworth), West Nowra 1 Flat 4+ Storeys 0.0 0.2

VIC: Dennington, Longwarry 2 Different Address 5 Yrs Ago 42.4 98.9

QLD: Andergrove (Mackay), Frenchville (Rockhampton) 3 Use Public Transport 1.7 13.2

SA: Stirling North, Lobethal 4 Both Parents Born Overseas 13.8 37.2

WA: Sunset Beach, Eaton 5 Work in Agriculture 2.7 107.6

TAS: Oakdowns, Spreyton 6 Attend University F/T 1.2 33.8

NT: Katherine, Moulden 7 Lone Parent Families 19.7 124.3

8

Other Segments within Group I Top 5 NESB Languages

46 Middle Eastern Multicultural Other Languages 1.9 29.0

45 Agricultural Vietnamese & Other South East Asian 0.8 32.7



40 Prov incial Fringe Italian 0.3 24.2

39 Blue Collar Suburban



Aust Households

Remoteness


Typically: Lower status families and mature independents in towns and

regional cities. Many young families and lone parent families. Live in

medium-sized, mortgaged houses (3 bedrooms) and drive to work. Lower

educational attainment and Certificate qualifications. Almost entirely

Caucasian, born in Australia and English-only speaking. Work as

Labourers, Technicians, Trade Workers, Machinery Operators and Drivers.

Outstanding debt and financial hardship. Vehicle and living expenses.






9.7%

9.9%

15.3%

19.8%

22.0%StrugglevilleBoomers


SurvivorsTwixters

debtStars

BoomersTwixters

debtStars

S plendour

I44

0.0%

0.5%

8.2%

7.1%

5.5%

30.6%

17.4%

30.7%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Hardware Supplies

Vehicle Fuel

Soft Drinks




Pet Food


Infant's Clothing







3.4% 3.4%14.8%

63.4%

18.6%

Dummy1 Dummy2





AgriculturalMainly employed in Agriculture



SES AB 0.2 1.2

SES C 2.6 12.9

SES D 17.2 86.1

SES E 38.3 193.5

SES FG 41.6 211.1

Lifecycle Stage









Tenure Type

Own 48.3 151.6

Mortgage 24.9 71.0

Rent 24.4 75.7

Other 2.4 292.6

Aust Population



NSW: Mathoura, Walcha 1 Flat 4+ Storeys 0.0 0.0

VIC: Timboon 2 Different Address 5 Yrs Ago 27.2 63.4

QLD: Texas, Mitchell 3 Use Public Transport 0.4 3.0

SA: Burra 4 Both Parents Born Overseas 8.7 23.4

WA: Hopetoun 5 Work in Agriculture 55.9 2216.4

TAS: Cressy 6 Attend University F/T 0.5 13.5




44 Low Status Prov incial Suburban Other Languages 0.9 13.5


42 Transient Suburban Italian 0.2 16.6

40 Prov incial Fringe Australian Indigenous Languages 0.1 44.6

39 Blue Collar Suburban Chinese 0.1 2.5



Aust Households

Remoteness


Typically: Families, mature independents and early seniors living in

regional and remote Australia. Homeowners living on large properties (3+

motor vehicles). Lower educational attainment. Work in Agriculture.


Marriage and full-time employment in older people. Home ownership

and medical costs.






9.2%

10.1%

16.6%

19.0%

23.6%

Boomers


Survivors

StrugglevilledebtStars

Boomers

True Blues

Twixters

debtStars

Boomers

I45

0.0%

0.9%

1.8%

12.4%

11.4%

20.1%

19.3%

34.1%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW



Home Improvements

Prescriptions

Specialist Doctor's Fees


Biscuits

Accountant and tax agent fees



Public School Fees

Optical Fees

Newspapers


Infant's Clothing

1.2% 1.1%13.3%

61.1%

16.6%

9.0%

Dummy1 Dummy2





Middle Eastern MulticulturalAreas with a strong middle eastern cultural influence.



SES AB 0.2 1.1

SES C 2.9 14.1

SES D 16.2 81.3

SES E 40.9 206.3

SES FG 39.8 202.0

Lifecycle Stage









Tenure Type

Own 28.9 90.7

Mortgage 34.3 97.8

Rent 36.3 112.5

Other 0.5 61.5

Aust Population



NSW: South Granville, Greenacre 1 Flat 4+ Storeys 0.6 12.7

VIC: Roxburgh Park, Meadow Heights 2 Different Address 5 Yrs Ago 34.4 80.3


Other Segments within Group I 4 Both Parents Born Overseas 73.4 198.5

45 Agricultural 5 Work in Agriculture 0.2 7.7

44 Low Status Prov incial Suburban 6 Attend University F/T 3.9 113.0

43 Low Status Mixed Multicultural 7 Lone Parent Families 20.5 129.4

42 Transient Suburban 8

40 Prov incial Fringe Top 5 NESB Languages

39 Blue Collar Suburban Arabic & Other Middle Eastern 32.3 1752.3

37 Established Blue Collar Suburban Other Languages 13.0 195.3

36 Mature Prov incial Suburban Vietnamese & Other South East Asian 6.0 235.2


Chinese 4.6 116.1

Aust Households

Remoteness


Typically: Lower status large families living in suburban areas with a strong

Middle-Eastern/multicultural influence. Live in medium-sized houses (3

bedrooms and 4+ persons, many 6+) where both parents were born

overseas. Many people of Islamic faith. Work in Trades, Transport, Postal

and Warehousing Industries. Financial hardship and spend on essentials.






11.2%

13.4%

13.7%

14.9%

16.9%Twixters

debtStars

S plendour

Boomers

True Blues

StrugglevilleGrey Power

Survivors

Slender Meanz

I46

0.0%

0.0%

0.0%

0.3%

0.0%

0.0%

26.3%

73.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW




Soft Drinks

Women's Footwear


Pasta and Rice

Public School Fees

Public Transport


Children's Clothing




Mobile Phones

1.0% 1.3%

99.5%

Dummy1 Dummy2





Retirement LivingMainly retirement homes.



SES AB 1.2 6.0

SES C 5.2 25.6

SES D 11.5 57.4

SES E 23.5 118.4

SES FG 58.7 297.8

Lifecycle Stage









Tenure Type

Own 55.6 174.4

Mortgage 6.3 17.9

Rent 15.0 46.3

Other 23.2 2879.2

Aust Population



NSW: Canton Beach, West Haven 1 Flat 4+ Storeys 3.0 61.4

QLD: Cranley, Park Ridge 2 Different Address 5 Yrs Ago 42.1 98.2

SA: Waterloo Corner 3 Use Public Transport 4.9 38.6

WA: Menora, Murdoch 4 Both Parents Born Overseas 31.5 85.1


Other Segments within Group K 6 Attend University F/T 0.6 18.9

55 Suburban Distress 7 Lone Parent Families 8.2 51.8

54 Indigenous 8

53 Prov incial Distress Top 5 NESB Languages

52 Small Town Blue Collar Suburban Other Languages 2.8 42.2

51 Family Battlers Chinese 0.6 15.8

50 Low Status Rural Fringe Italian 0.6 49.7

49 Established Asian Indian & Other South Asian 0.4 12.3

48 Small Town Battler Vietnamese & Other South East Asian 0.3 12.8

Aust Households

Remoteness


Typically: Seniors in city or regional areas living in retirement

homes/communities. Many widows/widowers. High levels of home

ownership. Lower educational attainment. Income from pensions and

spending patterns geared towards basic needs.

Home Equity


Investable Assets



3.3%

4.4%

6.2%

12.8%

62.0%

Grey Power

Survivors

Grey Power

SurvivorsSlender MeanzBoomers

True BluesdebtStars

Boomers

True Blues

K47

0.9%

0.0%

1.0%

12.5%

8.2%

28.3%

15.8%

33.4%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Green Fees

Specialist Doctor's Fees







Prescriptions


Gardening Services

Lottery Tickets

Newspapers


1.0% 0.6%

74.6%

23.3%

Dummy1 Dummy2





Small Town BattlerBattling families and seniors in small regional towns



SES AB 0.1 0.7

SES C 0.9 4.4

SES D 6.7 33.5

SES E 25.5 128.8

SES FG 66.8 338.8

Lifecycle Stage









Tenure Type

Own 39.7 124.6

Mortgage 29.2 83.4

Rent 30.6 94.8

Other 0.5 56.7

Aust Population



NSW: Harden, Guyra 1 Flat 4+ Storeys 0.0 0.4

VIC: Nathalia, Tallangatta 2 Different Address 5 Yrs Ago 37.6 87.8

QLD: Winton, Home Hill 3 Use Public Transport 0.9 7.0

SA: Balaklava, Crystal Brook 4 Both Parents Born Overseas 13.1 35.3

WA: Kellerberrin, Wonthella 5 Work in Agriculture 6.0 236.0

TAS: Scottsdale, Port Sorell 6 Attend University F/T 0.6 18.1


Other Segments within Group K 8

55 Suburban Distress Top 5 NESB Languages

54 Indigenous Other Languages 1.5 22.4

53 Prov incial Distress Vietnamese & Other South East Asian 0.6 24.2

52 Small Town Blue Collar Suburban Italian 0.5 42.7

51 Family Battlers Indian & Other South Asian 0.4 14.6

50 Low Status Rural Fringe Chinese 0.4 9.4

49 Established Asian

47 Retirement Liv ing

Aust Households

Remoteness


Typically: Low status seniors and families in regional areas. Homeowners in

moderately sized houses (3 bedrooms). Only speak English. Lower

educational attainment and work as Labourers and Trade Workers.

Income from pensions and spend on essentials.






5.0%

16.4%

19.1%

19.8%

28.8%

Grey Power

Survivors

Slender MeanzBoomers

True Blues

Struggleville

Twixters

debtStars

S plendour

K48

0.0%

0.0%

6.1%

5.2%

7.8%

19.2%

24.3%

37.3%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Green Fees

Prescriptions

Gardening Products

Optical Fees

Coffee



Pet Food







Newspapers

4.1% 3.6%

6.6%

54.3%

34.9%

Dummy1 Dummy2





Established AsianAreas with a strong Vietnamese & other Asian influence.



SES AB 0.1 0.6

SES C 1.1 5.5

SES D 6.6 33.0

SES E 24.2 122.1

SES FG 68.0 345.0

Lifecycle Stage









Tenure Type

Own 31.4 98.4

Mortgage 28.0 80.1

Rent 40.1 124.2

Other 0.5 62.6

Aust Population



NSW: Cabramatta, Canley Heights 1 Flat 4+ Storeys 2.5 50.6

VIC: Springvale South, Sunshine North 2 Different Address 5 Yrs Ago 35.6 83.0

QLD: Inala, Darra 3 Use Public Transport 16.3 128.9

SA: Woodville Gardens, Athol Park 4 Both Parents Born Overseas 82.6 223.3


Other Segments within Group K 6 Attend University F/T 4.8 139.9

55 Suburban Distress 7 Lone Parent Families 25.3 160.0

54 Indigenous 8


52 Small Town Blue Collar Suburban Vietnamese & Other South East Asian 31.5 1237.7

51 Family Battlers Other Languages 18.1 273.4


48 Small Town Battler Indian & Other South Asian 4.4 149.5

47 Retirement Liv ing Arabic & Other Middle Eastern 3.4 182.6

Aust Households

Remoteness


Typically: Low status suburban areas with strong Vietnamese & South East

Asian influence. Low household and individual income families living in

moderately sized houses (3 bedrooms). When speak another language

less likely to speak English well. Work in Manufacturing and as Labourers,

Machinery Operators and Drivers. Welfare assistance and low levels of

discretionary spending.






10.0%

16.6%

16.8%

17.0%


Survivors


True Blues

Twixters

debtStars

S plendour

K49

0.0%

0.0%

0.0%

1.3%

10.0%

8.6%

50.3%

29.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Non-Prescribed Pain Relievers



Meat




Mobile Phones

Public Transport



Fish and Seafood


Public School Fees

Pasta and Rice

0.9% 1.1%

99.8%

Dummy1 Dummy2





Low Status Rural FringeLow cost housing areas on the fringe of provincial towns.



SES AB 0.1 0.3

SES C 0.9 4.3

SES D 7.1 35.6

SES E 25.6 129.0

SES FG 66.4 336.9

Lifecycle Stage









Tenure Type

Own 50.1 157.1

Mortgage 28.9 82.6

Rent 20.0 62.0

Other 1.0 121.4

Aust Population



NSW: Nimbin, Mathoura 1 Flat 4+ Storeys 0.0 0.1

VIC: Venus Bay, Casterton 2 Different Address 5 Yrs Ago 32.4 75.6

QLD: Glenwood, Jandowae 3 Use Public Transport 0.9 6.8

SA: Cowell, Yorketown 4 Both Parents Born Overseas 16.4 44.3

WA: Denham, Nannup 5 Work in Agriculture 19.4 768.1

TAS: Primrose Sands, St Helens 6 Attend University F/T 0.3 9.8






52 Small Town Blue Collar Suburban Italian 0.2 18.5

51 Family Battlers Chinese 0.2 4.2

49 Established Asian Australian Indigenous Languages 0.1 44.9

48 Small Town Battler


Aust Households

Remoteness


Typically: Low status early seniors and mature independents living on the

fringes of regional towns. Homeowners with low household and individual

incomes. Many lone person households. Lower educational attainment

and work in agriculture. Financial hardship, spend on essentials and

welfare assistance.






4.4%

12.6%

21.0%

23.6%

28.4%

Grey Power

SurvivorsBoomers

True Blues

Slender MeanzStrugglevilledebtStars

Boomers

True Blues

K50

0.0%

0.9%

10.2%

11.5%

9.8%

31.2%

14.5%

21.9%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Coffee



Pet Food

Prescriptions

Gardening Products




Optical Fees




Newspapers

1.6% 1.3% 28.2%

58.3%

7.6%

Dummy1 Dummy2





Family BattlersBattling blue collar families.



SES AB 0.0 0.2

SES C 0.4 2.0

SES D 4.2 20.8

SES E 24.8 124.9

SES FG 70.6 358.5

Lifecycle Stage









Tenure Type

Own 23.1 72.6

Mortgage 35.9 102.6

Rent 40.6 125.9

Other 0.3 34.7

Aust Population



NSW: Blackett, North St Marys 1 Flat 4+ Storeys 0.0 0.3

VIC: Melton South, Corio 2 Different Address 5 Yrs Ago 39.6 92.2

QLD: Kingston, Logan Central 3 Use Public Transport 8.5 66.9

SA: Brahma Lodge, Salisbury North 4 Both Parents Born Overseas 37.1 100.4

WA: Camillo, Midvale 5 Work in Agriculture 1.3 50.0


Other Segments within Group K 7 Lone Parent Families 29.2 184.0

55 Suburban Distress 8

54 Indigenous Top 5 NESB Languages

53 Prov incial Distress Other Languages 9.5 142.9


50 Low Status Rural Fringe Indian & Other South Asian 2.4 79.7

49 Established Asian Arabic & Other Middle Eastern 1.4 76.7

48 Small Town Battler Chinese 1.1 27.2


Aust Households

Remoteness


Typically: Low status families living around the city fringes. Have low

household and individual incomes and live in moderately sized houses (3

bedrooms). Attained Certificate qualifications and work in low-skill

occupations. Many divorced or have never been married. Financial

hardship, spend on essentials, debt and welfare assistance.






6.8%

16.7%

18.0%

21.3%

30.4%Slender MeanzStrugglevilleBoomers


Survivors

Twixters

debtStars

S plendour

K51

0.0%

0.4%

0.1%

21.2%

14.6%

33.0%

16.3%

14.5%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW


Rent Payments

Pay TV Subscription




Delicatessen


Pet Food


Public School Fees


Soft Drinks



1.9% 2.0%

93.0%

Dummy1 Dummy2





Small Town Blue Collar SuburbanMature households in smaller country towns & provincial areas.



SES AB 0.1 0.6

SES C 0.9 4.4

SES D 4.2 20.8

SES E 16.3 82.1

SES FG 78.6 398.7

Lifecycle Stage









Tenure Type

Own 44.1 138.4

Mortgage 18.3 52.3

Rent 36.3 112.6

Other 1.2 154.0

Aust Population



NSW: I luka, Chinderah 1 Flat 4+ Storeys 1.2 23.8

VIC: Orbost, Beaufort 2 Different Address 5 Yrs Ago 41.7 97.2

QLD: Tin Can Bay, Howard 3 Use Public Transport 1.7 13.5

SA: Peterborough, Goolwa 4 Both Parents Born Overseas 18.4 49.7

WA: Augusta, Furnissdale 5 Work in Agriculture 4.7 184.4

TAS: St Helens, Beauty Point 6 Attend University F/T 0.5 15.9






51 Family Battlers Italian 0.5 41.4

50 Low Status Rural Fringe Indian & Other South Asian 0.5 15.9

49 Established Asian Chinese 0.4 10.1



Aust Households

Remoteness


Typically: Low status seniors in regional areas. Homeowners living in

retirement in small houses (2 bedrooms). Many lone person households.

Lower educational attainment. Income from pensions as well as medical

and basic living expenses.






4.2%

8.3%

12.9%

26.7%

41.0%

Grey Power

Survivors

Slender MeanzBoomers

True Blues

Struggleville

Independents

K52

0.1%

0.0%

5.5%

4.4%

8.3%

20.7%

22.8%

38.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW





Green Fees

Gardening Services

Coffee


Optical Fees

Prescriptions





Newspapers

2.4% 1.7%18.8%

53.2%

25.6%

Dummy1 Dummy2





Provincial DistressLow cost suburban housing in regional cities & provincial towns.



SES AB 0.1 0.3

SES C 0.3 1.3

SES D 1.9 9.3

SES E 13.0 65.6

SES FG 84.8 430.5

Lifecycle Stage









Tenure Type

Own 28.0 88.0

Mortgage 26.3 75.0

Rent 45.3 140.2

Other 0.4 51.0

Aust Population



NSW: South Lismore, Argenton 1 Flat 4+ Storeys 0.1 2.9

VIC: Whittington, Sebastopol 2 Different Address 5 Yrs Ago 40.5 94.3

QLD: Walkervale, Barney Point 3 Use Public Transport 2.2 17.6

SA: Solomontown, Whyalla Norrie 4 Both Parents Born Overseas 15.7 42.6

WA: Nulsen, Lockyer 5 Work in Agriculture 3.3 129.5

TAS: Risdon Vale, Waverley 6 Attend University F/T 1.1 32.4






51 Family Battlers Indian & Other South Asian 0.8 28.2


49 Established Asian Arabic & Other Middle Eastern 0.3 17.5



Aust Households

Remoteness


Typically: Low status suburban areas in regional cities or provincial towns.

Low cost housing. Many lone parent families and lone person households.

Have low individual and household incomes. Lower educational

attainment and high levels of either unemployment and/or not being in

the labour force. Tend to work as Labourers, Machine Operators & Drivers.

Financial hardship, spend on essentials and welfare assistance.






3.4%

9.7%

11.3%

23.6%


Survivors


True Blues

Independents

K53

0.1%

0.3%

10.5%

5.4%

12.0%

21.5%

19.1%

31.1%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW



Other Confectionery



Infant's Clothing

Soft Drinks

Rent Payments

Pet Food


Newspapers





3.1% 2.7%20.1%

58.5%

18.1%

Dummy1 Dummy2





IndigenousIndigenous communities



SES AB 0.1 0.4

SES C 0.3 1.7

SES D 0.7 3.3

SES E 4.2 21.3

SES FG 94.7 480.5

Lifecycle Stage









Tenure Type

Own 4.4 13.8

Mortgage 0.7 1.9

Rent 93.2 288.8

Other 1.7 211.9

Aust Population



WA: Dampier Peninsula, Halls Creek 1 Flat 4+ Storeys 0.0 0.0

2 Different Address 5 Yrs Ago 15.4 35.9

Other Segments within Group K 3 Use Public Transport 2.4 18.5


53 Prov incial Distress 5 Work in Agriculture 3.9 156.2

52 Small Town Blue Collar Suburban 6 Attend University F/T 0.1 2.0

51 Family Battlers 7 Lone Parent Families 32.4 204.8

50 Low Status Rural Fringe 8

49 Established Asian Top 5 NESB Languages

48 Small Town Battler Australian Indigenous Languages 58.6 22138.5

47 Retirement Liv ing Other Languages 2.6 39.8


Chinese 0.1 1.4


Aust Households

Remoteness


Typically: Indigenous communities living in very remote Australia. Renting

in low-cost/social housing in extended family groups. Disadvantaged and

have low individual and household incomes.






0.8%

1.8%

3.3%

11.5%


Survivors


True Blues

Independents

K54

0.0%

41.6%

0.0%

20.2%

4.1%

29.8%

0.0%

4.2%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Household Consumables

Public School Fees

Pasta and Rice

Soft Drinks





Mobile Phones

Infant's Clothing

Rent Payments



Children's Clothing


0.2% 0.4%

6.0%

14.0%

77.5%

Dummy1 Dummy2





Suburban DistressDisadvantaged households



SES AB 0.0 0.2

SES C 0.3 1.2

SES D 1.2 5.9

SES E 5.7 28.7

SES FG 92.9 471.2

Lifecycle Stage









Tenure Type

Own 10.8 33.9

Mortgage 13.6 38.9

Rent 74.9 231.9

Other 0.7 85.3

Aust Population



NSW: Airds, Claymore 1 Flat 4+ Storeys 7.3 148.5

VIC: Norlane 2 Different Address 5 Yrs Ago 35.7 83.3

QLD: Leichhardt, Ellen Grove 3 Use Public Transport 11.0 86.9

SA: Elizabeth South, Elizabeth North 4 Both Parents Born Overseas 30.6 82.7

TAS: Gagebrook, Shorewell Park 5 Work in Agriculture 1.8 72.7


Other Segments within Group K 7 Lone Parent Families 45.6 288.0

54 Indigenous 8


52 Small Town Blue Collar Suburban Other Languages 8.7 130.9

51 Family Battlers Arabic & Other Middle Eastern 2.5 136.8

50 Low Status Rural Fringe Vietnamese & Other South East Asian 2.3 90.1

49 Established Asian Chinese 1.6 40.9

48 Small Town Battler Indian & Other South Asian 1.2 39.6


Aust Households

Remoteness


Typically: Disadvantaged, lone parent families renting in low-cost/social

housing. Have low individual and household incomes. Many divorces or

have never been married. Lower educational attainment and high levels

of either unemployment and/or not being in the labour force. Tend to

work as Labourers, Machine Operators & Drivers. Financial hardship,

spend on essentials and welfare assistance.






1.8%

3.5%

3.7%

20.8%


Survivors


True Blues

Independents

K55

0.0%

0.2%

6.0%

1.8%

21.8%

8.6%

18.8%

42.8%

ACT

NT

TAS

WA

SA

QLD

VIC

NSW

Household Consumables

Other Confectionery



Taxis

Mobile Phones



Soft Drinks


Public School Fees

Infant's Clothing


Rent Payments


0.9% 0.8%

67.7%

22.4%

8.5%

Dummy1 Dummy2





geoTribes backgroundLeading corporations and agencies use geoTribes person level segments for customer base

and audience profiling, integration of market research & behavioural data and targeted

personalised communications.

geoTribes is built using advanced person-level geodemographic modeling and is available

through a global web-service platform that supports execution across digital, CRM and

geospatial channels.


geoTribes 15 Segments Positioning Chart

geoTribes has 15 Person-Level Segments based on Socioeconomic Status & Lifecycle Stage. Factual age is used in tagging to give each Tribe a

distinct Lifecycle Stage rather than the blend found in other geodemographic tools.

(0.0%) = % Australian Population 18+ yo

A PRODUCT OF RDA RESEARCH © Copyright Robert Dommett & Associates Pty Ltd 2018

1

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15

Affluent Mature FamiliesVery high incomes & discretionary spend. Mature

children. High home ownership & investments.

Enjoying the position of success.

Exclusive, distinctive, aesthetic, quality & genuine status.

Ambitious Younger & Middle Aged Families

Higher SES with high levels of income & debt.

High household spend. Younger children.

Family ambition & commitment to “Making it!”

Accessible status memorable experiences that show success.

Financially Secure Retirees & Pre-Retirees

Incomes primarily from superannuation &

investments.

Comfortable enjoying the fruits of a successful life.

Exclusive, sophisticated, epicurean, quality evolved & cultural.

Career-OrientedSingles & Couples

High earned incomes & hours worked. Higher

occupational status, especially professionals.

Getting the most from life, getting ahead. Finding the ‘right’ someone.

Fashionable, branded, stylish, status & great experiences.

Mature Children Living With Affluent Parents

Privately educated. Tertiary studies.

Enjoying recreation & travel.

“All about me.” Having a great life & looking good among my friends.

Funky, popular, memorable & safe rebellion.

Young Singles& Couples

Studying. Casual & part-time employment.

Personal debt & travel. Renting.

Having fun with friends & working out how to get ahead.

Popular, affordable goods & experiences.

Middle ClassMature Families

Mature aged families with dependent children.

High mortgage debt & interest payments.

Fitting into the fabric of suburban life. Finding indulgencies along the way.

Practical & sensible. Personal expressions like sports, hobbies & lifestyle.

Mature ChildrenLiving at Home

Part-time employment. Studying. High digital

media usage & telecommunication spend.

Enjoying life with my friends, while being mindful of the challenges ahead.

Popular affordable status.

Financially Extended Younger Families

Middle-SES with high levels of mortgage, credit

card & consumer debt. Infants & young children.

Coming to grips with family responsibility.

Affordable, mass status & tight budgeting. Developing personal interests.

White Collar PostFamily Pre-Retirees

Middle SES singles & couples. Investments,

especially in property, cash & shares.

Conserving the better things of life. Practical, conservative & more than

a little cynical, with further development of personal interests.

Blue Collar Mature Families & Pre-Retiree Singles or Couples

Lower SES & long working hours.Realistic acceptance that this is it.

Basic, tradition, value, modesty, necessity & genuine community.

Struggling Young & Middle Aged Families

Lower SES. Young children, employment problems,

lone parents, consumer debt & government support.

Pushing ahead inspite of the hardships. Low cost status, affordable

experiences, fantasy, escape & dreams of a better life.

Better Off RetireesHome ownership. Cash investments. Voluntary

work. Religious & community involvement.

Aging well.

Basics, expert endorsement, familiarity security & community.

Retirees Living on Minimal Incomes

Subsistence living on government benefits.Holing on to what you can.

Basics, tradition, independence & minimization.

People Living inUnderprivileged Circumstances

Government benefits. Public housing. Unemployment,

dislocation, divorces & personal trauma.

Living the life of an underdog.

Basics, little indulgencies & small pleasures. Living for now.

HIGHLIGHTS KEY NEEDSSUMMARY15 geoTRIBES

Lvl 2, 68 York Street, North Sydney, NSW 2060 t +61 2 8923 6600 e [email protected]

© Copyright RDA Research 2018. All rights reserved. All information deemed to be correct at time of publication. Subject to revision without notice. RDA Research maintains intellectual property rights over all information and material included In this document.

No part of the document or information contained herein may be copied or used in any way without the express permission of RDA Research. RDA Research ABN 30 003 357 328. geoSmart USER GUIDE 2019 4a

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