Group 11 Small Towns & Beyond
Segment 39: Country Battlers
Country Battlers are families with school-aged children living in small to medium houses in regional locations. Single parents, stepfamilies and defacto relationships are common. Household income tends to be below average. Rent is minimal in these areas due to a high proportion of state housing, however where the house is being purchased, repayments are low.
They are not likely to have completed high school, however some have gone onto trades or certificate courses in a building, hospitality or agriculture related discipline.
Blue collar work and an absence of professionals or managers characterises the segment, with many employed as technicians, machinery operators and labourers.
Country Battlers have the highest credit risk profile when compared to other rural segments. They have a high credit demand, and they are more likely to borrow from building societies, credit unions and finance companies.
The high credit demand for Country Battlers is most commonly for personal loans which they use for car purchases and equipment hire. Being low to medium spenders, Country Battlers are likely to use lay-by terms to purchase household goods. They see themselves as wanting a fairer deal. Some members of this segment have a small nest egg in savings and investment.
Newspapers preferred by this segment are the local and regional publications. New Idea is a popular women’s magazine, as well as Take 5 and That’s Life. Popular girls’ magazines include Dolly and Girlfriend, and other magazines that are also commonly bought include People and Picture, with many car and fishing magazine titles also frequently purchased.
Channel Seven is a favourite with this segment, especially Home and Away. NRL football, V8 and true crime shows also have wide appeal. Radio is not popular with Country Battlers, and when they go to the cinema, they enjoy children’s movies.
Country Battlers are most likely to read addressed mail from telecommunications and utilities companies.
Examples
Towns & suburbs in this segment
- NSW:
Dubbo, Raymond Terrace, Tamworth
- NT:
Katherine, Alice Springs
- QLD:
Mount Isa, Wilsonton, Andergrove
- SA:
Mount Gambier, Whyalla Norrie, Whyalla Stuart
- TAS:
Newnham, Mayfield, Rave
- VIC:
Shepparton, Mildura, West Wodonga
- WA:
South Yunderup, Halls Head, Rangeway.
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.