Veda Advantage - LandScape

Group 2 Professionals in Transition

Segment 7: Working Students

The Working Students neighbourhoods are defined by students mainly in their 20s and 30s, attending tertiary institutions whilst working full time. These neighbourhoods, because of the moderate rents, also have an older population, who may be the historical residents. Divorce and separation are common and some households are single parent and single person households. Household incomes are low to moderate and the predominant housing type is medium density townhouses, semi-detached or terrace homes. Property values in these neighbourhoods tend to be only slightly above the average.

The main areas of study are hospitality, creative arts and personal services. Popular market sectors for employment are accommodation and food services, along with rental, hiring and real estate services. The most common vocation is within community and personal services. This profile indicates that tertiary studies are being undertaken as part of their career development.

Overall credit demand is very high, with a high credit risk profile. Credit demand is highest for continuing credit, hire purchase and personal loans. There is some demand for mortgages.

Total savings and investments are likely to be less than $5,000. Working Students often patronise the casino or racetrack over cafés or restaurants. They show a high interest in attending rock or pop concerts, as well as attending both theme and amusement parks.

Working Students are most commonly found in Queensland, South Australia and Victoria. Popular magazine titles, apart from those contained in the weekend press, include Cleo, Cosmopolitan, Zoo and Who.

Television preferences are quite eclectic with SBS current affairs, news and sports coverage all popular, as well as reality shows such as Big Brother and America’s Next Top Model.

The radio preferences for Working Students are quite diverse. All commercial networks are included, as well as Triple J on the ABC Network.

Working Students show a slight interest in reading direct marketing material from organisations they are already a customer with, otherwise they are not likely to read the material. The topic of most interest is for real estate.