Group 8 Vintage Australia
Segment 29: Lifestyle Living & City Breaks
The Lifestyle Living & City Breaks neighbourhoods are located in areas with a reliance on tourism to boost the local economy. The population tends to be mature with many retirees, however there are also some young adults in their late teens and early 20s. Short stay accommodation is common and this accounts for a high level of group households. Home ownership is average for the community, and rents are disproportionately high. Employment is around the national average, with household incomes slightly low when compared to the population.
There is a modest level of education, and the most common employment sectors are rental and real estate services, or accommodation and food services.
Credit demand is slightly above average, with a higher credit risk profile. The highest demand for credit is with continuing credit, however there is also some demand for equipment hire and for real estate mortgages.
Lifestyle Living & City Breaks tend to have very modest savings and investment levels. For dining out, this segment has a preference for cafés and BYO restaurants. They are also likely to patronise the race tracks, and some live music venues.
Weekend tabloid newspapers are more popular than weekday issues of any type. Magazine preferences are for TV guides and some lifestyle titles such as Paradise, Men’s Health and Good Health & Medicine.
Television preferences in these households are for news, documentaries and lifestyle shows on the ABC and SBS channels. Reality shows such as Big Brother, Dr Phil and Judge Judy are also popular with this segment, with the most popular radio network being Southern Cross - News Talk Radio (2UE, 3AW, 4BC, 6PR).
These households are less likely than the broader community to read direct marketing materials.
Examples
Towns & suburbs in this segment
- ACT:
Weston, Pialligo, Reid
- NSW:
Leura, Cronulla, Katoomba
- NT:
Howard Springs, Humpty Doo, Berry Springs
- QLD:
Burleigh Heads, Mermaid Beach, Surfers Paradise
- SA:
Aldinga Beach, Waterloo Corner, Glenelg
- TAS:
Hobart, Battery Point, Risdon Vale
- VIC:
Moorabbin, Dromana, Rye.
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.