Group 7 Blue Collar City
Segment 26: Suburban Battlers
Suburban Battlers show a high incidence of households on very modest incomes, often renting houses of low property value from a government housing authority. Separation and divorce are common, resulting in a high number of single parent households. Many left school before completing any landmark secondary certificates, and unemployment is a constant issue. This segment tends to think life is like a lottery, it all depends on the luck of the draw.
Those that have completed a certificate course are likely to have studied hospitality, personal services or a building trade. Employment is commonly found within the warehousing and transport industries. Common vocations are machinery operators, drivers, labourers or building trade workers.
Credit demand is very high, as is their credit risk profile. Hire purchase and personal loans are in the highest demand, and often associated with buying a second hand car.
Suburban Battlers are far more likely to buy takeaway meals than to dine in any restaurants or cafés, and they are likely to patronise their local licensed clubs. This segment also has the highest propensity for gambling of any of the segments across the community. For entertainment, theme parks and amusement parks are popular.
Suburban Battlers, despite relying on government bodies for housing, consider themselves as self sufficient. They consider themselves as being handy around the house, a ‘Mr Fix-It’ sort of segment and often repair their own cars. They are likely to buy generic brands of groceries and will use discount vouchers and coupons found on supermarket dockets and product packaging. They may be partial to responding to competitions and prize draws.
The newspaper preferences for this segment are often driven by the affordable location of the neighbourhoods. Tabloid publications are much more popular than broadsheets.
Motoring magazines such as Just Car and Motor are popular with Suburban Battlers, as are Dolly and FHM. Competition publications such as Take 5 and That’s Life are also popular. TV programming that is commonly watched by this segment includes sports coverage (rugby league or AFL), motor sport shows, drama series and some reality TV.
Radio preferences include Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR) and the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323).
These households are far less likely than the rest of the community to read direct marketing material. Information on cars may get their attention but the format is not influential.
Examples
Towns & suburbs in this segment
- NSW:
Berkeley, Warilla, St Marys
- NT:
Malak, Karama, Alawa
- QLD:
Acacia Ridge, Caboolture, Deception Bay
- SA:
Gilles Plains, Greenacres, Rosewater
- TAS:
Moonah, Claremont, Glenorchy
- VIC:
Frankston, Cranbourne, Corio
- WA:
Balga, Girrawheen, Armadale.
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.