Group 11 Small Towns & Beyond

Segment 41: Remote Towns & Communities

Remote Towns and Communities are settlements and towns that are located some distance from cities and regional centres. This segment is made up of a mix of older-aged households, as well as married or defacto families with school-aged children. Household incomes are low, typically under $30,000 per annum. Dwelling types in this segment are mostly houses, either fully owned or rented from housing authorities, individuals and cooperatives.

Typically, they are unlikely to have finished high school; those who progress carry on to certificate level. Employment is mainly in the agriculture, public administration and transport industries, with a high proportion of tradespersons, machinery workers and labourers. Self-employment is common, as is farm work.

Remote Towns & Communities tend to have high demand for personal loans from finance companies, which is most likely used to purchase a car. This segment has a high credit risk profile.

Toyota, Ford and Holden are the most common car brands, with a high incidence of 4WDs and working vehicles such as utes and vans. However, walking and cycling to work is also common. Savings and investments tend to be low, although there are a few wealthy households in these areas. This segment tends to save in term deposits and bonus accounts, preferring regional banks.

For entertainment, Remote Towns & Communities commonly enjoy going to the racetrack, betting at the TAB, and purchasing instant scratchie and lotto tickets. As a hobby, they tend to work on the car or out in the garden. They often enjoy a weekend away, but tend to avoid the cities.

These individuals generally like things to stay the same, and don’t need to know too much about what goes on in the world. They enjoy entering competitions, and are likely to have made a purchase as a result of a television or telephone sales offer. People in this segment are highly likely to never have accessed the Internet.

Remote Towns and Communities prefer local newspaper publications. Magazines such as Reader’s Digest, Better Homes & Gardens, That’s Life and TV Week have high rates of readership.

Being in remote areas, they do not tend to seek information from the radio, and prefer to watch Seven Nightly News.

As Remote Towns & Communities are unlikely to respond to addressed mail, these households are more likely than other segments to have a ‘No Junk Mail’ sign. They find catalogues useful in selecting and purchasing products.

Examples

Towns & suburbs in this segment

  • NSW:

    Moree, Wee Waa, Cobar

  • NT:

    Pine Creek, Tennant Creek

  • QLD:

    St George, Tully, Charleville

  • SA:

    Keith, Thevenard, Ceduna

  • TAS:

    Zeehan, Rosebery, Queenstown

  • VIC:

    Robinvale

  • WA:

    Katanning, Northam, Collie.

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.