Group 5 Stable Suburbs

Segment 19: Established Migrant Families

Established Migrant Families neighbourhoods are mainly comprised of mature married couples, often with young adult dependents still living at home. This segment occupies standalone housing in well-established suburbs where they have resided for some time. They come from a wide range of ethnic backgrounds, most of whom migrated to Australia as young adults. Household incomes, whilst above average, are much higher than personal incomes. This indicates many multiple income households.

Typically, education is at a certificate level, and the most common vocations are clerical and semi-skilled roles classified as machinery operators and drivers. The market sectors most likely to employ this segment are transport services, wholesaling and manufacturing.

Overall credit demand is medium as is the credit risk profile. The most common credit products are continuing credit and real estate mortgages.

Established Migrant Families are likely to own more than one motor vehicle, and the common brands are Holden and Toyota. Although they are likely to own their home, the level of savings and investments is around the community average. The wealth for this segment comes from the increased value in their home over a long period of time.

Generally Established Migrant Families do not dine at restaurants and cafés as frequently as other segments, but they do occassionally patronise the casino and local licensed clubs. This segment commonly enjoys the ballet and opera as well as professional sporting events. They also show a preference for family activities such as going to the zoo, amusement parks, and wildlife sanctuaries.

Being stylish and fashionable is somewhat important to Established Migrant Families although they are very conservative and resistant to change.

These households are generally responsive to direct offers in magazines and television, and are likely to use coupons and redemption vouchers found in the press and on product packaging.

Established Migrant Families show a distinct preference for tabloid newspapers. They are big readers of Rugby League Week and other sporting and motoring titles, however they are also likely to purchase lifestyle magazines such as Marie Claire and Madison. People of this segment also seek information from publications such as Australian PC User.

Television preferences are for news and current affairs programs on commercial stations, along with sporting broadcasts and lifestyle shows such as Hot Property and Australia’s Best Backyards. There is also some preference for sitcom series and daytime soaps.

The most preferred radio networks are Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR) and the DMG - Vega Radio Network (Vega 95.3FM, Vega 91.5FM). The ARN National Network (ARN - Classic Hits Network, ARN - Mix/AC Network) also rates highly.

Households in this segment are not as likely to read direct mail as the rest of the community. The topics that may be of interest are information on charities and real estate.

Examples

Towns & suburbs in this segment

  • NSW:

    Blacktown, Earlwood, Greystanes

  • QLD:

    Taigum, Banyo, Boondall

  • SA:

    Flinders Park, Fulham Gardens, Kidman Park

  • VIC:

    Keilor East, Dandenong North, Keilor Downs

  • WA:

    Spearwood, Balcatta, Stirling.

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.