Group 4 Urban Development
Segment 11: Affluent Young Families
Affluent Young Families tend to consist of young couples with children residing in new developments, sometimes on the fringe of established metropolitan areas. Children are usually of primary school age with parents in their 30s. With well above average household incomes, two income households are common, and homes being purchased have a relatively high mortgage commitment.
With diverse backgrounds, many households are multi-lingual. Level of education is moderate, with certificates and diplomas much more likely than university degrees. Clerical or skilled vocations within manufacturing, transport and wholesale industries are common.
There is a very high credit demand with an above average credit risk profile. Credit demand is for continuing credit, hire purchase and mortgages. Affluent Young Families are among the highest users of interest free offers for household goods.
This segment is likely to have more than one motor vehicle, with the most popular brands being the compact, low cost, imports such as Hyundai, Kia, Daewoo and Suzuki.
Households within the Affluent Young Families segment are more likely to purchase takeaway or fast food meals than patronise restaurants and cafés. However for entertainment, they are likely to attend nightclubs, discos, racetracks and the casino. Family based venues such as the zoo, theme parks and amusement parks are also popular.
Fashion is far more important to this segment than style or being noticed. This segment is a little insecure and job security is a high priority, they also find it difficult to switch off from work. These attitudes are probably driven by the financial and emotional commitments that raising a family demands.
Product competitions, coupon offers and loyalty schemes are popular with this segment. Affluent Young Families like to shop, and their purchasing decisions can be influenced by brand.
These households prefer the tabloid newspapers, and the most popular magazines include Cleo, Cosmopolitan, Dolly, FHM and Ralph. Special interest magazines such as Australian PC User, Australian PC World, Gold and Motor are also popular with this segment.
Television consumption is commonly around drama series (Lost, Desperate Housewives), reality shows (Big Brother, Biggest Loser) and sport (rugby, tennis). Radio preferences are for The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 - Perth), Austereo - Triple M (Sydney, Melbourne, Brisbane, Adelaide, Mix 94.5-Perth), and the ARN - Mix/AC Network (Mix 106.5, Mix 101.1, 97.3 FM, Mix 102.3, Mix 106.3, Edge 96.1).
The Affluent Young Families segment has a slight bias towards reading direct marketing materials, with the main interest shown in telecommunications, real estate and financial services information.
Examples
Towns & suburbs in this segment
- ACT:
Calwell, Amaroo, Nicholls
- NSW:
Glenmore Park, Kellyville, Quakers Hill
- QLD:
Parkinson, Albany Creek, Kirwan
- SA:
Golden Grove, Greenwith, Woodcroft
- TAS:
Honeywood, Brighton, Old Beach
- VIC:
Narre Warren, Hoppers Crossing, Mill Park
- WA:
Kinross, Currambine, Canning Vale
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.