Group 7 Blue Collar City

Segment 25: Young Migrant Families

Young Migrant Families are likely to be large families, with dependants in all age ranges. Whilst they have a diverse ethnic background, they are more likely to be from East or South-East Asia. Household incomes are above average as multiple income households are common. Despite this, unemployment can be an issue in these areas.

The overall education level is low, however this segment has the highest instance of young adults attending TAFE. This could be a result of both re-training to have current trade skills recognised, and participation in English language courses. Popular employment sectors are manufacturing and transport with vocations as labourers, semi-skilled machine operators and drivers.

Credit demand is moderately high and the credit risk profile is among the highest in the market. Continuing credit and personal loans are in greatest demand, as well as interest free offers.

Young Migrant Families tend to have very modest amounts in savings and investments, most commonly less than $2,000. Young Migrant Families do not tend to dine out, however are slightly more likely than average to attend a nightclub or disco.

This segment is fairly conservative in outlook and is not necessarily comfortable with change. They are likely to use coupons and discount vouchers, and have a bias towards purchasing generic brand products.

Tabloid newspapers are the most popular with this segment, however they also tend to purchase the Saturday edition of broadsheet publications. Motoring magazines are popular, as well as some teen magazines such as Dolly and Girlfriend. Other magazines that have some popularity are Cleo, New Woman and Ralph.

Television preferences are generally for SBS sports programs, particularly those covering football. Commercial stations are favoured for news and current affairs. Preferred radio networks include the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323) and The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 - Perth).

These households tend to read direct marketing materials from organisations they are not currently customers with, however show a distinct preference for information and offers from motor dealers and manufacturers.

Examples

Towns & suburbs in this segment

  • NSW:

    Auburn, Punchbowl, Bankstown, Greenacre, Merrylands, Cabramatta, Guildford, Fairfield, Canley Heights, Yagoona

  • QLD:

    Darra, Inala, Durack

  • SA:

    Burton

  • VIC:

    Meadow Heights, Springvale, Springvale South, Keysborough, Noble Park, St Albans

  • WA:

    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.