GROUP 4 Urban Development
Segment 12: New Arrivals, New Estates
The New Arrivals, New Estates segment tends to consist of young couples with young children, showing the highest incidence of pre-school age children of all segments. Household incomes are medium to high while personal incomes are in the middle ranges, indicating a high number of dual income households. Most households are purchasing their homes, and mortgage commitments are quite substantial.
The level of education in this segment is moderate, with diplomas and certificates the most common qualification. Popular areas of study are IT and hospitality. Employment is often found within public administration, construction and manufacturing, with popular vocations including trades, clerical, machine operators and drivers.
Overall credit demand is among the highest of all segments and the credit risk profile is slightly high. All types of credit are in high demand within this segment.
New Arrivals, New Estates are far more likely to purchase takeaway and fast food meals than patronise restaurants and cafés. Home based entertainment is much more popular than attending theatre or concerts. Theme parks are often attended, as are trade exhibitions such as the Home Show.
Fashion is important and they like people to notice how they dress. While they are prepared to take risks, this segment does have some concern about job security and this is probably driven by the high level of financial commitment required to buy a new home and raise a young family.
New Arrivals, New Estates are likely to use product coupons from both magazines and product packaging, and take advantage of redemption offers and discount coupons. They enjoy a bit of retail therapy and are prepared to try new products and variants of existing products.
They usually prefer regional newspapers, driven by their geographic location, and some tabloid metropolitan press. Some preferred magazine titles include Alpha, APC (an IT industry publication) and Qweekend (Queensland publication).
Television shows preferred by this segment include sport (rugby league), lifestyle programs, reality TV and drama series. Radio networks preferred include Southern Cross - Music Radio (Magic, 4BH, 96fm) and The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 - Perth).
These households are slightly less likely than the overall community to read direct mail. Mail originating from telecommunications companies and car dealers are the most likely to be read.
Examples
Towns & suburbs in this segment
- ACT:
Nicholls, Dunlop, Gungahlin
- NSW:
Kellyville Ridge, Stanhope Gardens, Kellyville
- NT:
Gunn, Durack, Bakewell
- QLD:
Springfield, Upper Coomera, Forest Lake
- SA:
Pooraka, Northgate, Mawson Lakes
- TAS:
Howrah, Margate, Kingston
- VIC:
Cranbourne, Berwick, Point Cook.
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.