Group 12 Living In the Country
Segment 45: Country and Coastal Retirement
The Country and Coastal Retirement segment generally consists of retired empty-nest singles and couples aged over 55, who are living in flats or units that are commonly within medium density special purpose developments. Single person households are common, and the household income is low.
These dwellings are either fully owned or rented from a government housing authority. They tend not to drive, even though they live in regional areas,. Total savings and investments for this segment is usually very modest.
Education up to year 10 at high school is typical of the Country and Coastal Retirement segment. Because of a high need for assistance, there is some employment in these neighbourhoods within the health care, retailing, social services and accommodation industries.
Although these households have low credit demand and are of medium credit risk, they do have a high credit demand for equipment hire to help maintain an independent lifestyle.
Being light spenders, Country & Coastal Retirement households do not tend to have high entertainment lifestyles, and they are not likely to have Internet access. They enjoy buying instant scratchie tickets, and when they do go out, they are commonly found playing on poker machines.
The Country and Coastal Retirement segment tends to read tabloid newspapers, and typical magazines enjoyed include Take 5 and That’s Life.
Typically they do not listen to the radio or go to the cinema. They do watch some television, with favourite shows being coverage of bowls, Landline and long-running Australian drama series.
Households found within the Country and Coastal Retirement segment are not likely to read or respond to addressed mail.
Examples
Towns & suburbs in this segment
- ACT:
Hume, Oaks Estate
- NSW:
Tweed Heads South, Coffs Harbour, Port Macquarie
- NT:
Alice Springs, Katherine
- QLD:
Maryborough, Scarness, Mackay
- SA:
Victor Harbor, Wallaroo, Mount Gambier
- TAS:
Norwood, Ulverstone, Devonport
- VIC:
Shepparton, Castlemaine, Maryborough.
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.