GROUP 4 URBAN DEVELOPMENT

Segment 13: Sunshine Growth

Sunshine Growth is a segment only found in Queensland. This segment consists of families, possibly with school-aged children, who have migrated to Queensland to take advantage of lower living costs, higher economic growth and a preferred lifestyle. These neighbourhoods are high growth areas for Queensland, families have above average household incomes, and a second part time income is common. They are living in standalone houses, which are either fully owned or being purchased.

Sunshine Growth are likely to be qualified to certificate level and most appear to be trade workers. Common employment sectors are construction, rental hiring and real estate services. Part time employment is most likely in retail and food services.

They have a high credit demand, with a slightly above average credit risk profile. The highest demand is for mortgages, continuing credit, personal loans and overdrafts.

Level of savings are high, and it is common for these households to have in excess of $100,000 in savings and investments.

Sunshine Growth tends to patronise local licensed clubs, and they are also likely to dine out in cafés, BYO restaurants, and the casino. They commonly take advantage of discount coupons and special offers found in magazines as well as on product packaging, and there is a slight tendency to buy generic brands rather than national brands.

Broadsheet publications are popular with this segment, as are magazines such as Money Magazine, Alpha, Men’s Health and Queensland based publications such as Paradise. There is also a slight interest in motoring magazines.

Preferred television viewing is for programs showing sports coverage, particularly rugby league, as well as lifestyle shows such as Australia’s Best Backyard and Burke’s Backyard. Reality crime shows are also popular.

The Southern Cross Radio Network (Southern Cross - News Talk Radio, Southern Cross - Music Radio) is the network most frequently listened to by Sunshine Growth. Both Triple J and community radio are also popular choices.

These households are highly likely to read direct marketing materials, especially from organisations they are not yet customers of. The most popular topics appear to be related to financial services and real estate.

Examples

Towns & suburbs in this segment

  • QLD:

    Robina, Ashmore, Burleigh Waters, Helensvale, Elanora, Victoria Point, Rochedale South.

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.