Group 5 Stable Suburbs

Segment 18: Quarter Acre Families

Households found within the Quarter Acre Families segment are mainly married couples of 45 to 55 years old with school aged dependents, both primary and high school. These households have a reasonably high household income, and are often found in areas where a traditional quarter acre housing block is still customary. These households tend to be of medium property value.

There is a modest level of tertiary education, with trade certificates and diplomas the most common post school qualification, usually gained in building, hospitality and engineering related trades. Employment is commonly found within construction, manufacturing and wholesale, with the most popular vocations in trades, clerical and sales roles.

Quarter Acre Families have an overall high credit demand, with a low to medium credit risk profile. The highest demand is for real estate mortgages and personal loans, as well as interest free offers on household goods.

Motor vehicle brands that are popular with Quarter Acre Families are Holden and Hyundai. This segment is more likely than the broader community to have over $50,000 in investments and savings.

Quarter Acre Families are more likely to buy takeaway or fast food meals rather than patronise a restaurant, however there is a slight bias towards pubs for meals. They are also likely to attend professional sporting events.

Quarter Acre Families consider themselves to be a ‘Mr Fix-it’ sort of group and will often service and repair their own car.

Print media preferences are for tabloid newspapers. Lifestyle magazines such as the Australian Good Taste and Australian Table are popular with this segment, as well as Ralph, FHM and motoring magazines.

Quarter Acre Families tend to favour reality television shows, drama series and lifestyle shows, particularly those related to food and diet. The radio network preferences are for the DMG - Vega Radio Network (Vega 95.3FM, Vega 91.5FM), Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR) and the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323).

These households have only a slight interest in reading direct mail. If the material offers information on cars, or is from a new financial service provider, they are likely to show more interest.

Examples

Towns & suburbs in this segment

  • NSW:

    Ruse, South Penrith, St Clair

  • QLD:

    Bracken Ridge, Ferny Hills, Capalaba

  • SA:

    Hallett Cove, Happy Valley, Wynn Vale

  • TAS:

    Cremorne, Sandford, Blackmans Bay

  • VIC:

    Mooroolbark, Rowville, Ferntree Gully

  • WA:

    Quinns Rocks, Alexander Heights, Ballajura.

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.