GROUP 2 PROFESSIONALS IN TRANSITION
Segment 8: Ambitious New Arrivals
The Ambitious New Arrivals segment consists predominantly of young singles and couples in their 20s, from a range of ethnic backgrounds. Many members have arrived in Australia since 2002. These neighbourhoods are medium to high density, mainly in suburban locations. They earn modest personal and household incomes and often share rented accommodation with other unrelated adults. Rent is moderately low, with some government housing provided. These areas have low to medium property values.
They are already well educated, however some are still attending TAFE colleges and universities to gain additional skills and qualifications. The main area of study is IT, followed by creative arts and science. Popular employment sectors are accommodation, food services, information media, telecommunications, administration and support services. Common vocations are as professionals and community & personal services workers.
This segment tends to have a high credit demand and a high credit risk profile. Credit products with high demand are continuing credit, personal loans, hire purchase and communication services. There is also some demand for mortgages.
They are likely to have a reasonable level of savings and investment up to around $20,000.
Ambitious New Arrivals tend to patronise a wide range of cafés and restaurants as well as hotels, nightclubs and the casino. This segment also shows an interest for entertainment venues such as live theatre, ballet, opera, and live music venues. Cultural venues such as museums and art galleries are also popular.
Members of Ambitious New Arrivals are usually fashion and style conscious, they like crowds and tend to lead a full social life, balanced with a strong focus on their career.
Broadsheet newspapers are preferred by this segment, as is the free publication mX. Magazine titles preferred include InStyle, Cosmopolitan and Vogue Australia. Television preferences include SBS news and current affair shows, rugby league coverage, and some reality programs such as Big Brother, Real Stories and Judge Judy. There is a slight bias towards community radio and ABC NewsRadio.
These households are only slightly more likely than the rest of the community to read direct marketing materials, if they are sourced from companies they are not currently customers of. Topics of most interest concern real estate and charitable organisations.
Examples
Towns & suburbs in this segment
- ACT:
Kingston, Griffith, Reid
- NSW:
Parramatta, Strathfield, Wollongong
- NT:
Nightcliff, Coconut Grove, Stuart Park
- QLD:
Parramatta Park, Sunnybank, Southport
- SA:
Torrensville, Kent Town, Mile End
- TAS:
West Hobart, North Hobart, Hobart
- VIC:
Clayton, Preston, Footscray.
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.