GROUP 4 URBAN DEVELOPMENT
Segment 15: Mature Suburbia
Mature Suburbia neighbourhoods have a strong bias towards retired adults living in standalone houses, which they are either likely to own, or are provided by various government housing authorities. They are more likely to be medium density developments in suburban locations. Some of these neighbourhoods will also contain younger families employed by the support services required for these areas.
For those members of this segment that are renting, the weekly rent is very low in comparison to the rest of the community. Personal incomes for this segment are modest but the property values are above average.
While the younger residents tend to be well qualified, the mature residents would most commonly have left school prior to completing high school. Market sectors employing people in these neighbourhoods are mostly administrative and support services, as well as health care and social assistance.
These neighbourhoods generally have a medium credit demand and a slightly higher credit risk profile. The credit product in most demand is for overdrafts and equipment hire.
The level of savings and investments for Mature Suburbia is around the average for the overall community.
Members of these households tend to patronise hotels for meals and are likely to attend the casino. Other entertainment destinations for this segment include exhibitions, such as the Home Show, the zoo, or wildlife sanctuaries.
Mature Suburbia are more likely to read broadsheet newspapers than tabloids. The magazines made available as inserts to metropolitan newspapers are also popular with this segment.
Preferred television viewing is for sports coverage, particularly the AFL, and lifestyle programs such as Burke’s Backyard, Australia’s Best Backyard, and Garden Gurus. Popular reality shows include Missing Persons, RPA and Amazing Medical Stories.
For radio, Mature Suburbia has a marked preference for the DMG National Network (DMG - Nova Radio Network, DMG - Vega Radio Network, FIVEaa) and the ARN National Network (ARN - Classic Hits Network, ARN - Mix/AC Network).
These households are slightly more responsive to direct mail than the rest of the community. Information from supermarkets and retail stores is of most interest to this segment.
Examples
Towns & suburbs in this segment
- NSW:
Balgownie, Wollongong, Coniston
- QLD:
Salisbury, Mount Gravatt, Wynnum
- SA:
West Croydon, Findon, Seaton
- VIC:
Pascoe Vale, Highton, Belmont
- WA:
Balcatta, Morley, Hamilton Hill.
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.