Group 6 High Density Living

Segment 23: Aspiring Ethnic High Rise

The Aspiring Ethnic High Rise segment is predominantly young singles, some with young children. Separation is common, resulting in many single parent families. Most young migrants come from South-East Asian countries including China, Korea, Hong Kong and Indonesia. Many undertake tertiary studies on either a full or a part time basis.

Aspiring Ethnic High Rise often share accommodation with unrelated adults, renting high density units of low property value. Household and personal incomes are very low, and unemployment can be a problem, with some accommodation provided by housing authorities.

Many hold graduate and postgraduate degrees. The high attendance level at university may be driven by necessity to undertake conversion courses in their area of qualification. The most common field of study is IT, followed by science and commerce. Popular employment sectors are financial services, information media and telecommunications.

Overall credit demand is high, as is their credit risk profile. Credit products in demand are continuing credit, personal loans and communications services. There is also some demand for mortgages.

The level of savings and investment for Aspiring Ethnic High Rise is modest and likely to be under $5,000, and occasionally up to $10,000.

Takeaway and fast food meals are far more popular than dining out at restaurants and cafés, and they are also likely to attend nightclubs and discos. Familiar brands will influence decisions while shopping.

Style and fashion are important to Aspiring Ethnic High Rise and they see themselves as intellectual. This segment can be very career focused and achieving success is a motivation. While this segment do seek out new experiences and try and keep up with advances in technology, they find the speed of change a little daunting.

Aspiring Ethnic High Rise tend to read both tabloid and broadsheet daily newspapers and have the highest interest of all segments for reading mX (a free newspaper). Magazine preferences show a bias for health and diet titles such as Healthy Food Guide, technology titles such as Australian PC User, and lifestyle titles including Harper’s Bazaar, Vogue Living, Cleo and Cosmopolitan.

SBS coverage of football is popular in these households. There is a slight preference for news and current affairs on commercial networks, as well as serial sitcoms and drama series. The ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323) and the The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 - Perth) are popular radio preferences, as is ABC NewsRadio.

The Aspiring Ethnic High Rise segment is among the least likely segments of the market to read direct marketing material. This is regardless of topic or format.

Examples

Towns & suburbs in this segment

  • NSW:

    Parramatta, Campsie, Lakemba, Hurstville, Bankstown, Wiley Park, Liverpool, Ashfield, Kogarah, Auburn

  • VIC:

    Carnegie, Albion, Dandenong, Murrumbeena, Footscray, Glen Huntly, Ormond, Carlton, Flemington, Clayton South.

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.