L Disadvantaged

Low socioeconomic groups of mixed lifecycle stages, many living in welfare housing, often in regional and provincial areas. Live in disadvantaged circumstances characterized by financial distress.

Consists of:

LIFECYCLE STAGE


    • Living at
      Home

    • Young
      Independents

    • Young
      Families
    Generation Y

    • Middle Aged
      Families
    Generation X

    • Mature
      Families

    • Mature
      Independents
    Baby Boomers

    • Early
      Seniors

    • Late
      Seniors
    Builders

PERSONAL VALUES & BUYING DRIVERS

PERSONAL VALUES

BUYING DRIVERS

PROFILING DATA FROM NIELSEN CMV+

ATTITUDES

LIFESTYLE

Source: Nielsen Australian Consumer and Media View Shopper+ Database, CMV Survey 5 Homescan Period 7 2015 (data ending June 2015, Main Grocery Buyers 18+). Learn more about CMV+
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HOUSEHOLD ECONOMICS

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HOUSEHOLD EXPENDITURE

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NUMBER IN AUST HOUSEHOLDS : 1,375,893
% OF HOUSEHOLDS : 16.25%
HOUSEHOLD INCOME : $ 52,090

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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