Group 12 Living In The Country

Segment 44: Provincial Havens

Retiring to their favourite holiday destinations and beachside towns, the Provincial Havens segment is characterised by older singles and couples who are retired or semi-retired. Particularly notable is the absence of 20 to 34 year olds. Having raised large families, this segment now enjoys a simple yet comfortable lifestyle. Investments if any, are modest and typically take the form of an allocated pension or annuity.

For Provincial Havens the education levels are typically low, with most completing school at Year 10, and any postgraduate education is at a certificate level that is most likely vocational in nature. Household incomes are modest. Living in their own home or retirement style accommodation, the cost of accommodation is relatively low. Even those renting are usually paying less than $180 per week.

Given their life stage, their need for credit is low, with a moderate level of risk. Credit unions and building societies are a popular choice of financial institution amongst this segment.

These households are most likely to drive an older Nissan or Subaru, at least 15 years old. Leisure activities are basic, with a trip to the RSL or a day trip in the car as the most popular pastimes. Travel is not common, with most leisure time spent close to home. Gambling is also a popular interest.

Conservative in nature, these individuals are unlikely to take risks, and find it challenging to keep up with a fast changing world.

Tabloid newspapers are popular as are gardening magazines, Take 5, That’s Life and motoring magazines including the Open Road. Television viewing preferences cover a range of programs, with sports, including bowls, lifestyle shows, drama and current affairs being favourites.

Readership of addressed mail is low in this segment, making them difficult to reach via direct mail.

Examples

Towns & suburbs in this segment

  • NSW:

    Casino, Forster, Broken Hill

  • QLD:

    Point Vernon, Pialba, Urangan

  • SA:

    Port Pirie West, Goolwa, Encounter Bay

  • TAS:

    George Town, Wynyard, Ulverstone

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  • VIC:

    Cowes, Lakes Entrance, Eaglehawk

  • WA:

    Augusta, Falcon, Dudley Park.

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.