Group 6 High Density Living
Segment 22: Student Communities
The Student Communities households are predominantly groups of young students who rent flats, units or apartments close to their chosen university or campus. The rental commitment on their accommodation tends to be high. Members of this segment are generally not married, and are earning low incomes in part time jobs while they study. Some members have commenced their first job in the workplace, and it is usually as a professional, giving these individuals a reasonably high personal income. A high proportion are overseas students, who often receive financial support from overseas.
Part time jobs for Student Communities are predominantly within service industries such as accommodation, cafés, and restaurants. Student Communities are usually extremely well educated, earning qualifications such as postgraduate and bachelor degrees in a variety of different fields.
Credit demand is generally low for these households, however their credit risk profile is medium to high. The most common credit enquiry is for communication services.
This segment has modest amounts of savings and investments. The Student Communities segment shows a bias towards eating out at BYO restaurants, however they do occasionally patronise other cafés and restaurants. This segment does show a marked preference for nightclubs, discos, pubs and, on occasion, the casino.
They are likely to attend a wide range of cultural and entertainment events, particularly theatre restaurants, cabarets and live music venues, as well as museums, art galleries and theme parks. To compliment their active social life, they also tend to exercise and participate in organised sports.
Student Communities generally like to be stylish and fashionable, and dress to be noticed. They see themselves as intellectual leaders and clear thinkers. Brand plays definite role in the selection of goods and services.
Broadsheet newspapers and the Australian Financial Review are far more popular with Student Communities than the tabloid press. Magazine preferences include The Big Issue and BRW. Lifestyle titles preferred include Alpha, New Woman, New Scientist, Travel & Leisure and Vogue.
These households do not appear to have a lot of strong television preferences apart from some sports coverage, news and current affairs on the SBS and Ten networks. Rage is also a popular program with this segment. Radio networks preferred are Triple J, ABC NewsRadio and community radio.
Student Communities are among the least likely to read direct marketing material.
Examples
Towns & suburbs in this segment
- ACT:
Belconnen, Bruce, Acton
- NSW:
Randwick, Kensington, Kingsford
- QLD:
Toowong, Taringa, St Lucia
- SA:
Adelaide, Bedford Park, North Adelaide
- TAS:
South Hobart, Dynnyrne, Sandy Bay
- VIC:
Hawthorn, Clayton, Carlton
- WA:
Nedlands, Bentley, Crawley.
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.