Group 5 Stable Suburbs
Segment 21: Satellite Growth Centres
Satellite Growth Centres are growth areas on the fringe of major metropolitan areas, or suburbs that are an easy commute to employment. In the past, these locations would have been considered regional, but metropolitan areas have expanded to their doorstep.
Families with teenage dependents occupy these houses. Separation and divorce are common, as are blended families. Household incomes are around the average, and mortgage commitments are low, supporting the high incidence of houses purchased some time ago.
With a modest level of education, trade certificates are the most common. They typically work in manufacturing, construction and recreational services, in semi-skilled blue collar occupations including trade workers and labourers.
Overall credit demand is high, as is the credit risk profile. Credit products in demand are continuing credit, overdrafts and mortgages.
Satellite Growth Centres are likely to have more than one car per household and the most popular brands are Ford and Holden. Property values are frequently below average. The level of savings and investment is inconsistent across this segment.
This segment is more likely to go to a pub or club for a meal, than a café or restaurant, and they also enjoy the casino. They are interested in attending exhibitions such as the Home Show, the zoo or wildlife park. Satellite Growth Centres do not usually attend cultural events or live music venues. This segment is generally risk averse and somewhat resistant to change.
The newspapers preferred by Satellite Growth Centres are related to their location, Sunday papers in particular are popular, as well as weekend publications from the major metropolitan newspapers.
There are few magazines that have high levels of popularity with this segment. Some motoring and gardening publications have a slightly higher readership than the overall community.
Satellite Growth Centres have a preference for weekend AFL coverage and some reality TV programs such as Real Stories, Judge Judy, Big Brother and The Biggest Loser. With the exception of the ABC, this segment listen to most networks, however the most popular is the ARN - Classic Hits Network (WS FM, Gold 104.3, 4KQ, Cruise 1323).
These households are much more likely to read addressed direct marketing materials than other segments of the market. The topics of most interest are those with motor vehicle, supermarket and real estate content.
Examples
Towns & suburbs in this segment
- NSW:
Hobartville, Lawson, Riverstone
- NT:
Howard Springs, Humpty Doo
- QLD:
Clontarf, Kippa-Ring, Brighton
- SA:
Salisbury East, Ingle Farm, Morphett Vale
- TAS:
Geilston Bay, Lenah Valley, Rosetta
- VIC:
Croydon, Ferntree Gully, Boronia
- WA:
Lynwood, Walliston.
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.