11 Desirable Urban

Affluent non-family households in medium-density housing.

Tend towards: Affluent pre-family singles & couples and post family households. Bachelor degrees & occupation as professionals. Diverse multicultural backgrounds, generally with a high proficiency in English. Use public transport, bicycles & walking. Medium density housing. High residential mobility & renting. Broad geographic representation in mainland capitals & regional cities. Tendency to not have a religious affiliation. Purchases tend to be driven by stylishness, authenticity , latest & most popular.

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 : 163,977
% OF HOUSEHOLDS : 1.94%
HOUSEHOLD INCOME : $ 81,925

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

SUBURBS

Sydney: Freshwater Melbourne: Carnegie, Ripponlea Brisbane: Annerley, Highgate Hill Adelaide: Norwood, Kensington Perth: Scarborough, Mount Lawley Regional Cities: Cooks Hill (NSW), Larrakeyah (NT)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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