Group 3: Cosmopolitan Lifestlye

Segment 10: Inner City Living

The Inner City Living segment is predominantly young singles and couples living in high density buildings close to capital cities and in upmarket, trendy locations. Group households and shared accommodation are common. They tend to earn very high personal incomes and while some are not employed, this is due to continuing full time study. This segment holds the lowest incidence of home ownership in the community, and rents are substantial even though they occupy smaller flats or apartments. This segment is highly mobile, with over 75% having moved within the last five years.

Inner City Living has a diverse ethnic background and this adds to the ‘cosmopolitan feel’ of the segment. Popular areas of study include IT or creative arts. They are commonly found working in professional and scientific services, IT, finance and insurance services, in vocations such as professionals and managers. They are focused on being successful in their chosen career.

There is a high credit demand, commonly for continuing credit from banks and telecommunications providers, and this segment also shows a high credit risk profile.

Inner City Living is the segment least likely to own a motor vehicle and hence there is a high reliance on public transport.

Households in these neighbourhoods tend to patronise all types of cafés and restaurants, and attend entertainment venues such as nightclubs, discos, casinos and racetracks. They are not likely to dine in licensed clubs or pubs, however they do have a preference for museums, art galleries, theatre and live music venues.

Inner City Living households are fashion and style conscious, and they are influenced by brand. This segment likes to be noticed and they try to fill their lives with new experiences. They see themselves as intellectual and retain an altruistic outlook on issues of social equity and justice.

For printed media, these households are more likely to purchase the Australian Financial Review or broadsheet newspapers, and also read the mX free publication. Preferred magazine publications include Australian Gourmet Traveller, Belle, Big Issue, GQ and Vogue, as well as PC Authority and Wheels.

For television viewing there is a significant bias towards the SBS channel and some preference for sports programs on tennis and athletics. The DMG - Vega Radio Network (Vega 95.3FM, Vega 91.5FM) is preferred for radio listening, along with Triple J and ABC NewsRadio on the ABC Network.

Inner City Living is likely to respond to addressed direct mail, particularly from new organisations. The mail format in which it is received does not appear critical, however there is a distinct interest for information received on real estate.

Examples

Towns & suburbs in this segment

  • ACT:

    Braddon, Canberra, Duntroon

  • NSW:

    Darlinghurst, Surry Hills, Sydney

  • NT:

    Larrakeyah, Stuart Park, Darwin

  • QLD:

    Spring Hill, Fortitude Valley, Brisbane

  • SA:

    Adelaide

  • TAS:

    Hobart

  • VIC:

    St Kilda, Southbank, Melbourne.

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.