GROUP 5 STABLE SUBURBS

Segment 16: Established White Collar

Established White Collar neighbourhoods represent families with primary and high school aged children, often attending non-government schools. They usually have higher than average household incomes. They are likely to own or are purchasing their home, commonly standalone housing, which they have occupied for a long period. Property values in these neighbourhoods would be considered high to very high.

Established White Collar are generally well educated, with diplomas and degrees common. Areas of study are most likely to be within education and management. The most common vocations are management, sales and clerical occupations, and with well paying jobs and family commitments, they consider themselves time poor.

Overall, credit demand is medium to high, even though they show a very low credit risk profile. The most common demand is for mortgages, with some demand for overdrafts and line of credit facilities.

These households use a wide range of financial products including online savings accounts, term deposits, cash management and share trading accounts. Some households have significant investments, often exceeding $100,000 per annum.

Households within these neighbourhoods tend to enjoy dining in cafés and restaurants, particularly those offering BYO. They are among the most likely to have visited a casino. Entertaining at home with dinner parties is popular, and renting or buying DVDs is also very common. Other leisure interests focus on family based activities such as theme parks and day trips in the car.

Style and fashion are important to Established White Collar, and there is a lot of importance put on their social life. They prefer Internet banking and managed financial risks with insurance products.

Members of this segment are often readers of the Australian Financial Review, and only show a slight preference for the tabloid newspapers. Magazine readership is focused on titles associated with child development and motoring.

Television preferences in these neighbourhoods are generally lifestyle shows, reality programs and American sitcoms. They also choose sport as preferred viewing on television. The most popular radio network is the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323).

Established White Collar are more likely to read an addressed magazine or catalogue than an addressed letter. They are also most likely to read direct mail about real estate and telecommunications, as well as addressed mail from a company with whom they do not have an existing relationship with.

Examples

Towns & suburbs in this segment

  • ACT:

    Monash, Gilmore, Macarthur

  • NSW:

    Glenhaven, Baulkham Hills, Illawong

  • QLD:

    Eatons Hill, Carindale, Shailer Park

  • SA:

    Athelstone, Flagstaff Hill, Aberfoyle Park

  • VIC:

    Taylors Lakes, Eltham, Rowville

  • WA:

    Ocean Reef, Leeming, Woodvale.

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.