21 Mid Status Multicultural Suburban

Mid status suburban households from multicultural backgrounds.

Tend towards: Mixture of middle & higher status households. Predominantly Chinese and a diverse range of other backgrounds & with mixed levels of English proficiency. Young independents & mature families with mature children living at home. Use public transport, including travel by train. Mainly separate houses, with some semi-detached dwellings. Qualifications in management & commerce and information technology. Degree & Year 12 education levels, with many in professional occupations. Mainly in Sydney, Melbourne & Brisbane. Purchases tend to be driven by authenticity , latest & 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+
Hover over the bars to see the full label.

HOUSEHOLD ECONOMICS

Hover over the bars to see the full label.

HOUSEHOLD EXPENDITURE

Hover over the bars to see the full label.
NUMBER IN AUST HOUSEHOLDS : 100,087
% OF HOUSEHOLDS : 1.18%
HOUSEHOLD INCOME : $ 77,656

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Chinese languages: 25.9%

SUBURBS

Sydney: Narwee, Strathfield South Melbourne: Glen Waverley Brisbane: Sunnybank Hills, Sunnybank Perth: Riverton

LETTERBOX PSYCHOGRAPHICS

Hover over the pie chart to learn more.

LETTERBOX APPEAL

Hover over the quadrants to learn more.