Group 11 Small Towns & Beyond
Segment 42: Mining Communities
Mining Communities mostly consist of young families living and working in remote regions across Australia. Earning high incomes, this segment is well skilled, with educational attainment typically at the certificate level. These families tend to reside in low cost rental accommodation quite likely to have been provided or subsidised by employers. Savings and investments are very substantial, generated by high incomes and the limited avenues for spending that is typical of remote communities.
This segment is characterised by a high level of mobility, with many having moved in the last 12 months. The primary industry of employment is mining, with a small number working in construction and real estate services. Most hold positions as tradesmen, machinery operators and drivers.
This segment is very credit hungry and presents an above average level of risk to lending institutions. Credit cards, hire purchase, personal loans and property mortgages are the more commonly sought after credit facilities. A range of financial institutions including banks, credit unions and finance companies are engaged by this segment to provide credit.
Two to three vehicles are common amongst Mining Communities, with a range of new and older model cars from Hyundai and Nissan.
A wide range of leisure activities appeal to this segment, with a meal at a pub or restaurant commonly enjoyed. Gambling is also a popular pursuit among Mining Communities.
Magazine readership includes automotive magazines, men’s magazines like FHM, as well as women’s titles such as Bride to Be and Mother & Baby. More general titles like People, Picture and Zoo weekly are also popular. With a strong presence in Western Australia, some specific titles such as Horizons Sunday Times Magazine and the West Magazine are frequently read.
Television viewing preferences are varied, however popular genres include sports, reality TV and drama. There is a particularly strong interest Channel Seven programming in this segment, which is possibly due to limited availability of other channels, with Most Shocking being a particular favourite.
Internet is limited at home, but frequently accessed at work to buy clothes and toys amongst other items.
Mining Communities do show some interest in direct mail for real estate, supermarkets, utilities, charities and government or political party mail. For financial services, the Mining Communities segment looks to the Internet and newspapers for information relating to home mortgages.
Towns & suburbs in this segment
Katherine, Alice Springs
Emerald, Blackwater, Mount Isa, Moranbah, Middlemount, Moura
Boulder, Halls Head, South Kalgoorlie, Eaton, Greenfields, 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.