Group 9: Farming Heartland

Segment 33: Traditional Agriculture

Traditional Agriculture comprises of families with older couples and children living on farms. Although over-represented in having children aged from 5 to 14, the most common family structure in Traditional Agriculture is for married couples without children. Many households provide accommodation for farm labourers and seasonal workers. Although mid-range household incomes are common, Traditional Agriculture are also likely to report a nil or negative income, and females are likely to perform domestic duties at home.

Typically they do not have high levels of education, however many have gained certificates and diplomas in agricultural related areas or in health and education, and few have attended university.

Traditional Agriculture includes the property owners along with farm workers and labourers. The owners classify themselves as managers or small business owners. They have business and public liability insurance to cover their large investments and valuable assets, and self-managed superannuation is common.

Traditional Agriculture has an extremely low credit profile, both in demand and risk.

Households in this segment tend to have many cars, with three or more being common. Some have quite substantial savings and investments, these are probably the long-term owners of farms and ranches.

While they find it difficult to get to many forms of entertainment, Traditional Agriculture enjoy going to the racetrack and betting through bookmakers. Other pastimes include gardening and dressmaking. They prefer traditional meals at home as opposed to going out to restaurants. They are generally light spenders however have high grocery bills.

People found living in this segment are generally not fashion conscious. Although largely limited to dial-up Internet, they do like to get onto the Internet a few times every month, where they often check weather conditions.

They prefer to read regional newspapers and tabloids, and magazines about gardening and country lifestyle, as well as magazines such as That’s Life.

They tend to watch television programs targeted to country viewers, such as Landline, as well as shows about gardening, current affairs and mysteries. When listening to the radio, they tend to listen to ABC Radio National.

These households will generally read addressed mail from retailers and political parties, in the form of a magazine and catalogue.

Examples

Towns & suburbs in this segment

  • ACT:

    Tharwa

  • NSW:

    Inverell, Cowra, Tamworth, Forbes, Parkes, Mudgee

  • NT:

    Katherine

  • QLD:

    Pittsworth, Ingham, Ayr

  • SA:

    Callington, Renmark, Loxton

  • TAS:

    Ross, Redpa, Marrawah

  • VIC:

    Jancourt East, Mansfield, Kyabram

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.