2 Affluent Suburban

Mature households in large houses in exclusive areas.

Tend towards: Very affluent mature families & seniors living in large houses in elite suburban areas. High home ownership. Professionals, degree qualified, high personal & household incomes. Overseas holidays, donations to charities and a broad range of investments. Broadly distributed in mainland capitals & regional cities, with an especially high concentration in Melbourne. Purchases tend to be driven by expert recommendations, reward points & stylishness.

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 : 129,012
% OF HOUSEHOLDS : 1.52%
HOUSEHOLD INCOME : $ 120,026

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

SUBURBS

Sydney: Point Piper Melbourne: Brighton, Canterbury Brisbane: Chapel Hill Adelaide: Aldgate, Malvern Perth: Nedlands, Applecross Regional Cities: Farrer (ACT), Yarralumla (ACT)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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