Group 10 Regional Centres
Segment 38: Bush Scholars
As their name suggests, Bush Scholars are student communities in regional centres where tertiary institutions are located. Typically aged between 15 and 24, they tend to rent flats and semi-detached houses in relatively high density neighbourhoods. When not living alone, they commonly live in group households, leading to higher household incomes than their low individual incomes might suggest.
Bush Scholars are often studying for bachelor degrees and graduate diplomas in agricultural studies, education and commerce. Those who have employment tend to work part time in accommodation, food services, education and training.
While this segment has a medium overall credit demand, the highest demand is for personal loans and credit for interest free purchases. These households represent a medium to high credit risk; they see credit as a means to let them obtain the things they desire.
Bush Scholars tend to have one car, with Subaru being a popular make. It is common for Bush Scholars to have reasonable amounts in savings and investments, and this may be provided by parents for the students who are living away from home.
Bush Scholars generally have an active lifestyle and like to spend. They mix entertaining at home, where they host dinner parties, play video games and rent DVDs, with going out to nightclubs, exhibitions and live entertainment. When going to the movies, they enjoy horror and comedy features. For a break, they like to get away to the big cities.
Bush Scholars tend to see themselves as being intellectual and extroverted; a mix of youthful optimism and social awareness. They are more likely to be vegetarian than any of the other segments, and they regularly eat at cafés and from takeaway restaurants. Although they are less likely to be connected to the Internet at home, they go online at cafés and libraries, where they purchase mobile accessories and clothing, as well as download music. They probably have a MySpace profile and many have used online dating services.
Rather than having a strong preference for newspapers, Bush Scholars tend to read a variety of broadsheet and tabloid publications. The magazines they read reflect their interests, which include computers, gaming and motoring magazines.
Television viewing for Bush Scholars is commonly with the ABC and SBS productions, and programs covering entertainment and music are viewed regardless of the channel. They tend to listen to the ABC Network (ABC Classic FM, ABC Radio National, ABC NewsRadio, Metro ABC) and Racing Radio (2KY, Sport 927, 4TAB, TAB Radio, Racing Radio, 8TAB).
Bush Scholars are generally responsive to receiving direct mail offers from banks, telecommunications companies, retailers and charities. They are likely to respond to bill or statement inserts, as well as addressed magazines and catalogues.
Examples
- NSW:
Wagga Wagga, Bathurst, Armidale
- NT:
Alice Springs
- QLD:
East Toowoomba, Darling Heights, Kearneys Spring
- TAS:
West Launceston, South Launceston, Launceston
- VIC:
Ballarat, Ballarat Central, Bendigo
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.