Group 8 Vintage Australia

Segment 31: Vintage Lifestyle

Vintage Lifestyle neighbourhoods are areas that historically would have been considered holiday locations. In most cases, metropolitan areas have expanded to include these neighbourhoods. Proximity to recreation facilities and support services are what these senior Australians seek, as they either plan for or enjoy their retirement. These neighbourhoods have a mix of standalone houses, as well as medium and high density dwellings.

Incomes are low, with the majority no longer in the workforce. Property values are low to medium, and they tend to either own their properties or reside in housing provided by a range of government agencies. Single person households are common, as a significant proportion of this segment is widowed, divorced or separated. They tend to have relatively low levels of savings.

Credit demand is moderate for this segment and the credit risk profile is well above average.

When dining out, Vintage Lifestyle is more likely to patronise a local licensed club than dine in a café or restaurant.

Members of this segment tend to use discount and special offer coupons found in magazines, shopping dockets and on product packaging.

Newspapers that are popular with this segment include the tabloids and regional publications. Lifestyle magazines such as Good Health & Medicine and Men’s Health are read by this segment, along with competition and puzzle titles such as Take 5 and That’s Life.

Television preferences for this segment are unclear, they appear to watch a lot of television across a wide spectrum of shows. Southern Cross - Music Radio (Magic, 4BH, 96fm) seems the most popular for radio preferences, as well as community radio.

Households within the Vintage Lifestyle segment are only slightly more likely to read direct marketing materials than the general community, and only if it is from a company they have no relationship with. The topic of most interest is real estate.

Examples

Towns & suburbs in this segment

  • ACT:

    Oaks Estate, Wanniassa, Symonston

  • NSW:

    Ettalong Beach, Woy Woy, Umina Beach

  • NT:

    Malak, Coconut Grove, The Narrows

  • QLD:

    Bongaree, Redcliffe, Margate

  • SA:

    Salisbury, Morphettville, Christies Beach

  • TAS:

    Montrose, Bellerive, Glenorchy

  • VIC:

    East Geelong, Rosebud, Frankston.

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.