Group 7 Blue Collar City

Segment 24: Young Blue Collar Families

Young Blue Collar Families are predominantly young adults with young children. Divorce and separation is common and this leads to a high instance of single parents and blended families. They tend to live in standalone housing, and household incomes are usually modest to medium. Property values are low to medium, in areas where families on modest incomes can afford to purchase a home.

The highest qualification for Young Blue Collar Families is usually at a certificate level, with tertiary qualifications rare. Market sectors for employment of this segment include manufacturing, transport and construction. Vocations such as labourers, machinery operators, drivers and trades workers are the most dominant.

Credit demand is very high as is the credit risk profile. All credit products are in demand and they are the most likely segment to use both lay-bys and interest free terms to purchase household goods.

It is common for Young Blue Collar Families to own more than one motor vehicle. The most likely brands are older model budget imports such as Hyundai and Kia. Despite their modest incomes, Young Blue Collar Families show a level of savings and investments higher than the community average, and this may be a result of saving for a deposit on a home.

These households are much more likely to purchase takeaway meals than patronise cafés and restaurants, and they also attend nightclubs. Family entertainment such as the zoo, amusement parks and wildlife sanctuaries are also popular.

They are likely to use coupons and special offers found in magazines and on product packaging. They are also interested in entering prize draws and competitions associated with product promotions.

Newspaper preferences for Young Blue Collar families are tabloid publications. Magazine preferences are fairly eclectic, with titles such as Woman’s Day, Ralph and FHM popular, as well as Zoo Weekly, That’s Life and TV Soap.

Television preferences include drama series in commercial networks along with reality shows such as Cops, America’s Next Top Model and The Biggest Loser. Weekend sports coverage is also popular. Radio networks that are preferred include Austereo - Triple M (Sydney, Melbourne, Brisbane, Adelaide, Mix 94.5-Perth) and Southern Cross - Music Radio (Magic, 4BH, 96fm).

Young Blue Collar Families are slightly less likely than the community to read direct marketing materials. Topics that may interest them come from financial services companies, where they are not currently a customer of, as well as offers from telecommunications organisations.

Examples

Towns & suburbs in this segment

  • ACT:

    Charnwood

  • NSW:

    St Helens Park, Cambridge Park, Colyton

  • NT:

    Driver, Woodroffe, Karama

  • QLD:

    Regents Park, Redbank Plains, Kallangur

  • SA:

    Burton, Craigmore, Paralowie

  • TAS:

    Brighton, Old Beach, Austins Ferry

  • VIC:

    Hampton Park, Carrum Downs, Cranbourne.

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.