Group 5 Stable Suburbs
Segment 20: Comfortable Suburban Professionals
The Comfortable Suburban Professionals neighbourhoods are predominantly made up of mature households, with some residents already in retirement. Many members continue to practice their profession, despite being of an age where retirement could be an option. They tend to live in large standalone houses, which they are likely to own, with a medium to high property value. They can be found in well-established suburbs where they usually hold a long tenure at their current address.
Members of this segment are generally very well qualified, with tertiary degrees and postgraduate studies common. Education to this level, for this generation, would be the exception rather than the rule, and this has resulted in this segment believing they are more intellectual than their contemporaries.
Overall credit demand is low to medium, as is their credit risk profile.
While they are not likely to be a multiple motor vehicle household, the brands that are preferred by Comfortable Suburban Professionals are Mazda or Honda, which are likely to be a few years old. These households tend to have a reasonably high level of savings and investment.
While they enjoy entertaining at home, Comfortable Suburban Professionals are also likely to dine out and patronise a wide range of cafés and restaurants. This segment also shows an interest in a wide range of entertainment such as the opera, ballet, live music performances and recitals. They are also likely to attend professional sporting events. This active social and cultural lifestyle leaves this segment feeling time poor.
Comfortable Suburban Professionals generally read a wide range of newspapers. Magazine preferences are dominated by magazine style inserts in the major metropolitan newspapers. Other magazine titles that are popular include Vogue, Donna Hay and the Australian Gourmet Traveller.
For television viewing there is a strong interest in news, current affairs and sports coverage on the ABC and SBS channels. For commercial channels, there is a preference for sports coverage and some reality shows.
These households show a preference for Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR). They have the most diverse listening habits of any segment of the community. They are much more likely to listen to all radio networks, with the exception of Triple J, than any other segment.
Members of this segment are likely to read the content of direct mail, providing it comes from an organisation they have a current relationship with. Direct Mail that is most likely to be read would be from charities, utilities, telecommunications and financial services, and the preferred mail format is addressed magazines and product brochures, followed by letters.
Examples
Towns & suburbs in this segment
- ACT:
Torrens
- NSW:
Bulli, Blaxland, Springwood
- QLD:
Aspley, Stafford Heights, Chermside West
- SA:
Blackwood, Lockleys, Rostrevor
- TAS:
Kingston Beach, Lindisfarne, Howrah
- VIC:
Bentleigh, Mount Waverley, Bentleigh East
- WA:
Hamersley, Yokine, Dianella.
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.