Group 2 Professionals in Transition
Segment 6: Urban Professionals
Urban Professionals neighbourhoods are likely to be comprised of young singles and couples, usually in their 20s and 30s, who are living in terrace houses, townhouses and apartments in suburban areas. Urban Professionals are more likely to be renting than buying and enjoy very high personal incomes. This is a very mobile segment of the market.
Urban Professionals are generally very well qualified, with degrees and postgraduate qualifications common. The areas of study are likely to be creative arts, business and commerce, sciences and IT. The market sectors employing Urban Professionals are mainly professional services, IT and financial services. Many are working as professionals, with some employed as managers. It is likely that this segment has a lot of contractors and very small professional practices.
Overall credit demand is high for this segment, with a slightly above average credit risk profile. The products with the highest level of credit demand are continuing credit and communications services.
Motor vehicle brands that appeal to this segment are late model BMW, Mercedes Benz, Honda and Subaru. This segment has a higher level of savings and investments than the overall community.
Urban Professionals are likely to patronise all types of cafés and restaurants for meals, and also attend nightclubs and discos. Live music events are popular with this segment and they also enjoy live theatre, opera, museums and art galleries.
While Urban Professionals have a full social life, they are also very focused on their careers. Taking responsibility and being successful is important to them. This segment is health conscious; they are likely to exercise regularly and are careful about their diet.
These households tend to prefer financial publications such as the Australian Financial Review and broadsheet newspapers. Magazine titles that are popular with this segment are lifestyle publications such as Harpers Bazaar, Marie Claire, Australian Gourmet Traveller and Vogue Entertaining and Travel. New Scientist is also a popular business magazine for this segment.
Television viewing preferences include news, business and current affairs programs, particularly those on the ABC and SBS channels. Radio preferences are dominated by the ABC Network (ABC Classic FM, ABC Radio National, ABC NewsRadio, Metro ABC) including Triple J.
These households are more responsive to direct mail than the rest of the community, with a magazine format more appealing than a letter. Direct mail about real estate will interest this segment the most.
Examples
Towns & suburbs in this segment
- ACT:
Downer, O'Connor, Ainslie
- NSW:
Cronulla, Marrickville, Dulwich Hill
- NT:
Rapid Creek, Fannie Bay, Nightcliff
- QLD:
Greenslopes, Annerley, Coorparoo
- SA:
Mile End, Parkside, Norwood
- TAS:
North Hobart, West Hobart, Sandy Bay
- VIC:
Thornbury, BruNSW:ick West, Northcote.
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.