Group 11 Small Towns & Beyond

Segment 43: Itinerant Workers

From mining towns to tourist towns, Itinerant Workers are a mobile workforce seeking work where it can be found throughout the year. This segment typically consists of singles, most commonly men, and defacto couples aged 20 to 34. Family arrangements are mixed, and group household living arrangements are common. Some backpackers on working holidays also reside in these areas as they travel throughout Australia.

Household incomes are low to moderate, most likely due to the nature of the work undertaken, which is seasonal or intermittent in nature. Unlikely to own a house or car, accommodation typically consists of caravans and campsites, plus onsite accommodation provided by their employer.

Education levels are basic, and employment tends to be in the mining, agriculture, accommodation and food services industries in a manual capacity.

Demand for credit services is low, and those with credit represent a relatively high risk. There is some demand for continuing credit, hire purchase and personal loans. Banks, credit unions and finance companies are the most popular choice of financial institution amongst this segment.

A few members of this segment have substantial savings and investments, and these are likely to be the property owners and employers of Itinerant Workers.

Itinerant workers generally like to unwind at the pub, nightclub or with a day at the races. Travel is popular and they will often hire a car for leisure, as they do not own a car. They are avid consumers of a range of products, and special offers are appealing to this segment. Itinerant Workers are characteristically more open to risk taking and are less conservative in their attitudes than other segments.

Members of this segment read a number of magazine titles, with 4x4, FHM, Big League, Modern Fishing, New Scientist, NW, People, Picture and Rugby League week being quite popular. Television viewing follows a somewhat similar pattern, with rugby league being a common choice.

Examples

Towns & suburbs in this segment

  • ACT:

    Hume

  • NSW:

    Lennox Head, Kempsey, Byron Bay

  • NT:

    Nhulunbuy, Katherine, Alice Springs

  • QLD:

    Port Douglas, Bowen, Mount Isa

  • SA:

    Roxby Downs, Robe, Goolwa South

  • TAS:

    Prospect, Launceston, St Leonards

  • VIC:

    The Gurdies, Grantville, Mildura.

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.