GROUP 1 SUCCESS STORIES
Segment 2: Wealth Creators
A very affluent and wealthy segment of the community, Wealth Creators enjoy household income far in excess of $100,000 per annum. This segment is most likely to fully own their residence, which is usually located in prestigious suburbs with high property values. Wealth Creators are often entrepreneurial and have been successful in creating wealth for themselves and their employers.
The Wealth Creators segment tends to be made up of married couples in their 40s and 50s, many with dependent teenage children. They are working predominantly as professionals and senior managers in industries such as professional services, finance, property and business services. Self-employment is a strong characteristic of this segment. The level of education is very high, with degrees and postgraduate qualifications common.
Households within this segment tend to have a medium to high credit demand for line of credit, overdrafts and mortgages, and show a low credit risk profile. These loan products are primarily used for cash flow management and investment in real estate.
Wealth Creators show a preference for cars such as Mercedes Benz, BMW, Subaru and Honda, which are likely to have been manufactured in the last three to four years. These families have high levels of investment in direct ownership of equities, managed investment funds, annuities and portable superannuation funds and show a very high incidence of having in excess of $2 million in investments.
For entertainment, these households tend to patronise restaurants, cafés and cultural events such as the theatre and opera, as well as museums and art galleries, whilst also hosting dinner parties at their home. Wealth Creators are among the least likely to attend a casino.
Households found within these neighbourhoods are most likely to purchase goods and services over the phone or Internet. The most popular categories purchased over the Internet for this segment are share trading, wine and computer hardware.
Wealth Creators tend to consider themselves somewhat intellectual, fashionable and stylish. They have a genuine interest in social equity and are likely to support long term assistance projects, as well as participating in volunteer work in the community.
Newsprint media preferred by this segment includes the Australian Financial Review as well as broadsheet publications. Magazine readership is likely to include BRW, Smart Investor, BOSS (Financial Review insert) and Sydney Magazine (Sydney Morning Herald insert).
The ABC is the most popular radio network with this segment including ABC Classic FM, ABC NewsRadio and ABC metropolitan stations.
Addressed direct mail that is read by these households is most likely to come from an upmarket car brand or dealership, and financial institutions. The most commonly read format of direct mail is an addressed magazine that is delivered to any household occupant.
Examples
Towns & suburbs in this segment
- ACT:
Red Hill, Fadden, Chapman
- NSW:
Wahroonga, West Pennant Hills, Turramurra
- QLD:
Kenmore Hills, Chapel Hill, Brookfield
- SA:
Burnside, Walkerville, Medindie
- VIC:
Camberwell, Glen Iris, Canterbury
- WA:
Dalkeith, Floreat, City Beach.
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.