Group 7 Blue Collar City

Segment 28: Subsidised Suburbia

The Subsidised Suburbia segment is comprised of metropolitan Australia’s most struggling young single parent families, caused by high rates of divorce and separation. This segment is characterised by low incomes, with little or no qualifications, and high rates of unemployment. Typically, these households are comprised of one single parent with more than one young preschool or primary school aged child. They are likely to be renting a home in government subsidised, medium density developments.

When employed, Subsidised Suburbia tends to work in the manufacturing, transport, warehousing, postal, administrative and support services market sectors. Vocations are likely to be in semi-skilled and unskilled labouring roles.

These households tend to have a high credit demand for continuing credit, personal loans, communication services and hire purchase. This segment has an extremely high credit risk profile.

Subsidised Suburbia are among the least likely to dine at restaurants and cafés, however often attend the racetrack. They are among the most likely to buy lottery and instant scratchie tickets, as well as play poker machines.

Family venues such as theme and fun parks are popular with these households. They tend to be intimidated by change and feel the government should be doing more to help them.

Subsidised Suburbia are likely to use discount vouchers, special offers and product coupons found on shopping dockets, product packaging and in printed media. They will often enter prize draws and competitions run by newspapers, magazines and radio stations. Subsidised Suburbia will usually buy generic products in preference to ‘branded’ products when shopping.

For printed media, these households tend to read tabloids, however seem to prefer magazine publications. Titles such as Take 5 and That’s Life are extremely popular. Television publications such as TV Week and TV Soap, along with motoring magazines and teen publications like Dolly, are also popular with this segment.

If it is on commercial television, Subsidised Suburbia is likely to watch it. There are some biases towards reality shows, sports and drama series, but all shows on the commercial networks will find a market in this segment.

The ARN - Mix/AC Network (Mix 106.5, Mix 101.1, 97.3 FM, Mix 102.3, Mix 106.3, Edge 96.1) are the most listened to stations on radio, it is unlikely that these households will tune into the ABC network.

Subsidised Suburbia is the least likely segment of the metropolitan market to read direct marketing materials. No topic, or format, appears to interest this segment.

Examples

Towns & suburbs in this segment

  • NSW:

    Blackett, Lethbridge Park, Whalan

  • NT:

    Ludmilla, Gray, Moulden

  • QLD:

    Logan Central, Woodridge, Kingston

  • SA:

    Morphett Vale, Salisbury North, Davoren Park

  • TAS:

    Clarendon Vale, Bridgewater, Gagebrook

  • VIC:

    Frankston North, Norlane, Corio

  • WA:

    Midvale, Brookdale.

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.