Group 5 Stable Suburbs
Segment 17: Metropolitan Gentry
The Metropolitan Gentry segment mainly consists of married couples with teenage and young adult dependants. The parents are usually in their 50s with above average household incomes, whilst a second part time income is common. Households are usually standalone dwellings, either owned or being purchased. These houses are often located on large blocks of land on the fringes of metropolitan areas, and for those still purchasing their homes, the mortgage commitments are substantial.
Trade qualifications and diplomas are common and the market sectors most likely to employ this segment are construction, education and service industries. Vocations tend to include management and trades positions.
Overall credit demand for these neighbourhoods is medium to high with a low credit risk profile. The most common credit products in demand are hire purchase and real estate mortgages.
Metropolitan Gentry is the most likely metropolitan segment to have three or more motor vehicles per household, with the most common being late model low cost imports. Property values in these areas are at the high end of the market, and this segment also shows a substantial amount of money in savings and investments.
Whilst they often patronise restaurants and cafés, they are also likely to attend a racetrack or casino. They show an interest for live music concerts and also attend cultural events such as the theatre, ballet and opera. Family based venues such as the zoo, amusement parks, theme parks and the beach are also popular with this segment.
Appearance is important and they like to dress to be noticed. This segment shows a preference for reading broadsheet newspapers, and when watching television they enjoy sports programs, particularly the AFL, as well as the ABC channel for current affairs and news. Lifestyle and drama programs are also popular in these areas.
The two radio networks that are most commonly listened to are the Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR) and the Austereo - Triple M Network (Sydney, Melbourne, Brisbane, Adelaide, Mix 94.5-Perth).
Households of the Metropolitan Gentry segment are more likely to read direct mail from a company they already deal with, and the preferred subject matter is for motor vehicles and financial services. Direct marketing materials would be read by anyone in the household, not just the addressee.
Examples
Towns & suburbs in this segment
- NSW:
Oakville, The Oaks, Kurrajong
- NT:
Virginia, Howard Springs, Humpty Doo
- QLD:
Jimboomba, Greenbank, Burpengary
- SA:
Flagstaff Hill, Hawthorndene, Coromandel Valley
- TAS:
Howden, Cambridge, Acton Park
- VIC:
Wandin North, Cranbourne, Pakenham
- WA:
Kingsley, Duncraig, Willetton.
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.