Group 10 Regional Centres
Segment 36: Young Regional Families
Young Regional Families are traditional family units. Parents are aged between 25 and 44, and typically married with two or three children. They have a higher than average household income, with a high proportion of females staying home performing domestic duties. They are buying their homes in regional growth centres. Mortgage commitments are lower than average, despite high property values for these areas. They are likely to have moved to their current address in the last five years.
With a range of educational levels, post-school qualifications include certificates and diplomas in engineering, education and health care. They are likely to be employed within health care, retail or construction in non-labour roles.
Overall, they have a low demand for credit with a low credit risk profile. They do have a high demand for mortgages, which they use for their own houses as well as investment properties.
Young Regional Families often have two or more cars, preferring large luxurious models from Ford, Holden and Toyota.
Some members of this segment have quite high amounts of savings and investments, and this is probably a result of higher than average incomes, with lower than average accommodation costs.
For entertainment, these families enjoy attending the RSL, Leagues Club or other Club. Day trips in the car and weekends away are popular leisure activities.
Although these households encompass a range of attitudes, they are less concerned about environmental issues than other segments, concentrating more on family life and achievement. They have a mix of broadband and dial-up Internet access, which they use to purchase a range of goods including computer hardware, software and DVDs. They use the Internet to check sporting news, especially NRL, rugby union and motorsports, and to research motor vehicle prices.
Young Regional Families tend to read a mixture of regional newspapers and city tabloids. They also enjoy reading magazines on gardening and motor vehicles, as well as women’s magazines.
This segment shows a high interest in watching drama and police television shows on the ABC channel, as well as televised sport, and particularly motor sports. Favourite movie genres are adventure, family and romance movies. Young Regional Families tend to listen to ABC Radio National and Triple J.
With only an average response to addressed mail readership, these households are more likely to read an addressed magazine, but will not read mail from an unfamiliar financial institution.
Examples
Towns & suburbs in this segment
- NSW:
Port Macquarie, Jerrabomberra, Tamworth
- NT:
Alice Springs, Nhulunbuy
- QLD:
Tannum Sands, Middle Ridge, Highfields
- SA:
Hewett, Mount Gambier, Roxby Downs
- TAS:
Riverside, Launceston, Trevallyn
- VIC:
West Wodonga, Lara, Bendigo
- WA:
Wandina, Leschenault, Australind.
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.