Group 1 Success Stories
Segment 1: Luxurious Living
Luxurious Living is the most affluent segment of the community, made up of mature families, often with dependent young adults as part of the household. With one of the highest household income levels of all segments, there is a significant proportion earning over $130,000 per annum. These neighbourhoods are considered prestigious and exclusive areas with a mix of luxury apartments, townhouses and terrace houses, as well as standalone homes that are usually fully owned.
Luxurious Living households are generally well educated, with tertiary qualifications common. They are most frequently employed as professional practitioners and senior managers in the professional services, real estate, finance and insurance sectors of the market. A high proportion of this segment are self employed or running a business.
Luxurious Living households have a medium to high demand for mortgages, particularly for real estate investments and cash flow management accounts including line of credit and overdrafts. Overall, they tend to have a very low credit risk profile.
They are most likely to drive a late model Mercedes Benz, BMW or Volkswagen. By far the wealthiest segment of the market, they tend to use a range of investment options including allocated pensions and annuities, managed funds and real estate investments. They are highly likely to have over $2 million in savings and investments.
The Luxurious Living demographic tends to patronise all types of restaurants and cafés, and are also most likely to entertain at home. For entertainment, they are the most likely segment to attend the ballet, opera and museums, as well as patronise live music events, concerts and professional sporting events.
Fashion and style are important to people in these neighbourhoods, and they are likely to see themselves as leaders rather than followers. They have a genuine concern for social and economic equity in the community.
They tend to seek information from newspapers, and are likely to read the Australian Financial Review and broadsheet publications. Preferred magazines may include BRW for current affairs and business news, while Harpers Bazaar, Belle and Vogue (all versions) are more popular for lifestyle information.
People found living in this segment prefer ABC and SBS channels for television viewing. Radio preferences include the ABC network, particularly ABC Classic FM and ABC NewsRadio, as well as community radio.
Households within the Luxurious Living areas are likely to read addressed direct mail from financial institutions, real estate companies and luxury car manufacturers or dealers, and they are more likely to read an addressed magazine than a letter.
Examples
Towns & suburbs in this segment
- ACT:
Red Hill, Griffith, Yarralumla
- NSW:
Bellevue Hill, Rose Bay, Vaucluse
- NT:
Larrakeyah
- QLD:
Hamilton, Clayfield, Ascot
- SA:
Glen Osmond, Walkerville, Unley Park
- VIC:
Toorak, Kew, Brighton
- WA:
Applecross, Cottesloe, Nedlands.
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.