Group 2 Professionals in Transition
Segment 5: Independent Professionals
Households found within the Independent Professionals segment are generally very well educated, with postgraduate degrees common. They are enjoying high personal income, and are living in small (one or two person) households. Some of these households are likely to be single parent households. With no particular age biases, this segment is most likely to be found in medium density areas where terrace houses, townhouses or small standalone dwellings are present. These dwellings show a high property value.
The areas of qualification are most likely to be natural and physical sciences, creative arts and health. The market sectors most likely to employ these individuals are professional, science, technical services, education and training. Career is important to this segment and they have a drive to be successful.
These households are likely to have a medium to high overall credit demand with a low to medium risk profile. The type of credit in most demand for this segment is for real estate mortgages.
Motor vehicle brands generally preferred by Independent Professionals are BMW, Mercedes Benz, Honda, Mazda and Subaru. They are likely to have substantial savings and investments, certainly much higher than the community average.
Independent Professionals tend to patronise a wide range of restaurants and cafés, particularly those offering BYO. They also have a wide range of cultural pursuits and often attend live theatre, opera, ballet and live music venues. For leisure, they go to museums, art galleries and places of historical interest open to the public.
Members of this segment are somewhat health conscious and are careful about their diet. A full social life is important and they are careful in choosing attire, they see themselves as intellectual leaders.
Independent Professionals are likely to read broadsheet newspapers and are also regular readers of the Australian Financial Review. Magazine preference is commonly for inserts in the major weekend metropolitan newspapers.
Television preferences are for news and current affairs programs, particularly those on the ABC and those directly related to business news on all channels. Radio networks preferred by this segment are Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR) and the ABC Network (ABC Classic FM, ABC Radio National, ABC NewsRadio, Metro ABC).
Independent Professionals are more likely to read direct mail from a range of organisations where they are not already customers, and preferred mail formats are product brochures and magazine style presentations. Categories of most interest are retail offers and those with motor vehicle content.
Examples
Towns & suburbs in this segment
- ACT:
Mawson, Chifley, Lyons
- NSW:
Newport, Castle Hill, Northmead
- QLD:
Tarragindi, Morningside, Camp Hill
- SA:
Clarence Park, Somerton Park, Prospect
- TAS:
South Hobart, Battery Point, Sandy Bay
- VIC:
Heidelberg, Moonee Ponds, Essendon
- WA:
North Perth, Mount Hawthorn, Como.
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.