GROUP 1 SUCCESS STORIES
Segment 3: Affluent Mature Neighbourhoods
Affluent Mature Neighbourhoods are found in traditional fringe suburbs of metropolitan areas. Households are generally made up of a broad range of families, some with dependants up to university age. These households have a tendency to be long term residents of their current home. The majority of these families either own or are purchasing their homes, and for those still with mortgage commitments, amounts are usually very high. This group enjoys high annual household incomes, well above $100,000 per annum. A significant number of households also have a second part time income.
Overall, this segment has one of the highest levels of education, with tertiary and postgraduate qualifications common. Popular areas of study are natural and physical sciences, health and creative arts. These families are most likely to work in the professional services, education and IT sectors, with common vocations including professionals and managers.
These households tend to have a low to medium credit demand with a low credit risk profile. Credit products that do have some demand within this segment are real estate mortgages, continuing credit and overdrafts.
Popular motor vehicle brands for this segment are BMW, Volkswagen and Mercedes Benz between three to five years of age. Affluent Mature Neighbourhoods tend to use a wide range of investment products including online cash management and share trading accounts. These households are likely to have savings and investments between $100k and $2 million.
People of this segment tend to patronise a wide range of restaurants and cafés, particularly those offering BYO. For entertainment, they attend a wide range of cultural events and venues, including the opera, ballet, live theatre, music recitals, and museums as well as professional sporting events. They also attend family based venues such as the zoo, wildlife sanctuaries and the beach. These households are also likely to entertain friends and relatives at home with dinner parties. They are physically active and like to play sport or exercise to a greater degree than the community.
Members of this segment generally read the Australian Financial Review, and are far more likely to read broadsheet newspapers than tabloids. Preferred magazines include BRW and Time Magazine.
Television preferences for these neighbourhoods are the ABC and SBS channels. Programs offering sports coverage such as rugby union and tennis are also popular. This segment has a strong preference for the ABC radio network, particularly ABC Radio National and ABC NewsRadio.
In terms of direct mail, Affluent Mature Neighbourhoods are more likely to read an offer from a company they are not currently a customer of, either from a charity, a real estate offer, or communications from financial services and telecommunications providers. They will also read direct mail in the form of an addressed magazine, brochure or letter.
Examples
Towns & suburbs in this segment
- ACT:
Hughes, Farrer, Curtin
- NSW:
Chatswood, Lane Cove, Gladesville
- QLD:
Bardon, Kenmore, Ashgrove
- SA:
Torrens Park, Stirling, Kingswood
- TAS:
Sandy Bay
- VIC:
Surrey Hills, Glen Iris, Camberwell
- WA:
Mount Lawley, Wembley, Floreat
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.