Group 7 Blue Collar City
Segment 27: Diverse Welfare
Diverse Welfare households come from a diverse range of cultures, residing in standalone dwellings in medium density areas. While home ownership is around the national average, rented accommodation is often provided by a government housing authority. Property values in these neighbourhoods tend to be low to average. There is a bias towards the older age ranges but most are consistent with the national distribution. Household incomes are low to modest, and unemployment is much higher than average. The level of education tends to be quite low with the older members of this segment not completing high school.
When employed, this segment is most likely to be working in the manufacturing, transport, postal and warehousing sectors. Common vocations include labourers, machinery operators and drivers.
Credit demand is just above the average for this segment and the credit risk profile is high. The credit products in highest demand are communication services and continuing credit. There is also above average demand for personal loans and hire purchase.
Dining out at restaurants and cafés is not common for Diverse Welfare. There is an interest in attending the opera or ballet, however this is probably by the older age ranges with a European heritage. Popular family venues are amusement and fun parks.
Diverse Welfare are likely to take advantage of discount coupons found on shopping dockets, product packaging, and in magazines.
Popular newspapers favoured are tabloid publications. Magazine preferences are Dolly (for the younger residents), and Home Beautiful, with popular TV titles such as TV Week and Soaps. Television favourites include league and AFL coverage, as well as daytime soaps such as Days of Our Lives and The Bold and the Beautiful. News and current affairs from the SBS and Ten Networks are also watched by this segment. Radio networks preferred are The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 - Perth) and the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323).
These households are much less likely than other segments to read direct marketing materials.
Examples
Towns & suburbs in this segment
- NSW:
Smithfield, Liverpool, Blacktown
- QLD:
Darra, Richlands, Inala
- SA:
Ottoway, Woodville Gardens, Parafield Gardens
- TAS:
Warrane
- VIC:
Noble Park, St Albans, Reservoir
- WA:
Balcatta, Westminster, Mirrabooka.
Disclaimer: Owing to the nature of segmentation, information provided in a segment descriptions is indicative only. Images are broadly representative of characteristics associated with group descriptions.