17 Multicultural Family Starter

Young families from diverse cultural backgrounds living in outerlying suburbs.

Tend towards: Mid status younger & middle aged families. Many with children less than 5 years of age. Broad range of cultural backgrounds, many newly arrived in Australia, with a relatively higher proficiency in English. Dwellings being purchased, many with 4+ bedrooms. High outstanding loan balances & debt service ratios. Main concentrations in newer outerlying suburbs of Melbourne & Sydney and to a lesser extent Perth. Purchases tend to be driven by latest, most popular and authenticity.

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 : 127,290
% OF HOUSEHOLDS : 1.50%
HOUSEHOLD INCOME : $ 93,527

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

SUBURBS

Sydney: Glenwood, Kellyville Ridge Melbourne: Point Cook, Caroline Springs Brisbane: Carseldine Adelaide: Mawson Lakes, Northgate Perth: Success, Darch Regional Cities: Gungahlin (ACT), Franklin (ACT)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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