Group 3: Cosmopolitan Lifestyle
Segment 9: High Living Sophisticates
High Living Sophisticates are found living in trendy, up-and-coming suburbs located close to the city centre and other points of interest, and occupying high density dwellings such as flats and apartments. Households are more likely to be rented than owned. Rental commitments are among the highest in the community and these individuals either live alone, with a defacto partner, or with a group of friends. These individuals are amongst the most educated and mobile of the young professionals, with many still pursuing postgraduate studies.
Earning very high personal incomes, they are commonly employed in professional services, cultural and recreational services, creative arts, property and business services, and tend to be employed as professionals and managers. High Living Sophisticates originate from a range of different ethnic backgrounds, which has resulted in the segment having a diverse set of cultural interests.
These neighbourhoods tend to have a high credit demand and a medium to high credit risk profile. Credit demand is more likely to be for telecommunications and continuing credit, however there is an emerging demand for mortgages.
Although less likely to own a motor vehicle, the brands preferred by High Living Sophisticates are usually late model BMW, Mercedes Benz, Volkswagen and Subaru. Despite their age range, this segment is likely to have substantial amounts in savings and investments. They also prefer niche banks such as HSBC, ING and Macquarie to the five national operating banks. Financial products used commonly with these households include online savings and share trading accounts.
High Living Sophisticates generally patronise a wide range of restaurants and cafés, particularly those offering BYO, and are likely to attend nightclubs and discos as well as a wide range of cultural, social and sporting events. Other leisure venues include museums, art galleries and the beach. High Living Sophisticates often play sport or exercise at the gym. A full social life is an important aspect of this segment.
High Living Sophisticates prefer to be stylish and fashion is important to them, and brand can influence their purchasing decisions. They consider themselves to be quite intellectual and have a tendency to be altruistic.
Print media preferences for this segment are the Australian Financial Review and metropolitan broadsheet publications. As well as magazine inserts such as Boss (AFR) and Melbourne Magazine (The Age), other popular titles include Belle, Australian Gourmet Traveller, Big Issue, GQ, Harpers Bazaar and InStyle.
High Living Sophisticates tend to have a television preference for current affairs and lifestyle shows. There is a bias towards the ABC and SBS channels for news and current affairs. For radio, there is a strong preference towards the ABC Network (ABC Classic FM, ABC Radio National, ABC NewsRadio, Metro ABC) including Triple J. The DMG - Vega Radio Network (Vega 95.3FM, Vega 91.5FM) is the most popular commercial network for this segment.
While High Living Sophisticates are not likely to read direct mail, there is a slight interest in offers involving real estate, charities and financial services.
Examples
Towns & suburbs in this segment
- ACT:
Braddon, Turner, Kingston
- NSW:
Neutral Bay, Mosman, Randwick
- NT:
Larrakeyah
- QLD:
Red Hill, New Farm, Paddington
- SA:
Kent Town, Norwood, North Adelaide
- VIC:
South Yarra, Elwood, Richmond
- WA:
North Fremantle, East Perth, Subiaco.
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.