Group 8 Vintage Australia

Segment 30: Pensioners, Villas & Villages

The oldest of all of the segments, Pensioners, Villas & Villages neighbourhoods can be found where there are retirement homes, villages and other types of specialised accommodation for the elderly. This segment also shows the highest clusters of people who are living alone. They generally pay low levels of rent, and are most likely to be on some form of pension. Where they own property, the value is in the middle ranges. Some members of this segment have substantial amounts in savings and investment, with amounts up to $500,000.

For neighbourhoods within the Pensioners, Villas and Villages segment, household incomes are modest, as their participation in the workforce is limited.

Credit demand for these households is generally very low and the credit risk profile is also low.

Pensioners, Villas and Villages tend to dine at licensed clubs in preference to cafés and restaurants. They are likely to use discount vouchers found on shopping dockets.

They show a preference for tabloid newspapers and regional press. Magazine preferences are for titles such as Woman’s Day and Burke’s Backyard.

Television viewing preferences that are popular with this segment include sports coverage, SBS football, golf, rugby union, and British drama series. For radio there are some slight preferences for the ABC Network (ABC Classic FM, ABC Radio National, ABC NewsRadio, Metro ABC) and The Today Network (Fox FM, 2Day FM, B105 FM, SA FM, 92.9 - Perth).

Pensioners, Villas and Villages are less likely than the community to read direct mail from an organisation they do not have an existing relationship with. The direct marketing most likely to be read is from charitable institutions.

Examples

Towns & suburbs in this segment

  • ACT:

    Page, Monash, Deakin

  • NSW:

    Belmont North, Cardiff, Charlestown

  • QLD:

    Maroochydore, Aspley, Buderim

  • SA:

    Marion, Brighton, Happy Valley

  • TAS:

    Claremont, Lindisfarne, Sandy Bay

  • VIC:

    Burwood, Berwick, Mornington

  • WA:

    Claremont, Kingsley, Innaloo.

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.