Group 11 Small Towns & Beyond

Segment 40: Blue Collar Towns

Blue Collar Towns are a blend of families with school-aged children, and older-aged households, living in standalone houses in country towns. A high proportion either own or part own their homes, leading to a low incidence of rented accommodation in these areas. Household incomes are low to medium, but they are able to manage the moderate mortgage commitments.

This segment is not very educated, and most have not completed high school. Continuing study tends to be for certificates and diplomas at TAFE colleges in agriculture, hospitality or an engineering related discipline. Overwhelmingly blue collar workers, they are employed in manufacturing, health care, retail and agricultural industries as labourers and in semi-skilled vocational roles.

These households have a low credit demand and represent a low credit risk. Where they have loans, they tend to be with credit unions.

Blue Collar Towns often have two or more cars, with Fords and Holdens very popular. For the older members of this segment, having substantial amounts in savings and investments is common.

Being frugal, members of this segment do not have high entertainment lifestyles, prefering home activities such as gardening and stamp collecting, or going to the cinema. They are unlikely to visit the city for leisure, and avoid organised tours.

These individuals do not like to be judged by their clothing, and they do not perceive themselves as intellectual.

As well as the city tabloid newspapers, gardening and country lifestyle magazines are also commonly read, which is a reflection of hobbies for this segment.

On television, they enjoy gardening shows and sports coverage, such as AFL and racing. They tend to listen to ABC Classic FM and Triple J on the radio.

Members of this segment are about average in responding to direct mail offers, although they tend not to pay attention to real estate offers. They find catalogues valuable in making purchasing decisions.

Examples

Towns & suburbs in this segment

  • NSW:

    Narrabri, Deniliquin, Broken Hill

  • QLD:

    Home Hill, Boonah, Ayr

  • SA:

    Mount Barker, Murray Bridge, Mount Gambier

  • TAS:

    Devonport, Legana, Ulverstone

  • VIC:

    Hamilton, Elliminyt, Eaglehawk

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.