22 Multicultural Urban Lifestyle

Multicultural households in high density housing.

Tend towards: Pre-family singles & couples. Predominantly of Chinese & South Asian backgrounds. Bachelor degree & Year 12 education. Qualifications in management & commerce. Travel by public transport including by train. Many households without a motor vehicle. High incidence of full-time employment by young females. High residential mobility. Mainly high density areas away from the CBD's of Sydney & to a much lesser extent Melbourne. Purchases tend to be driven by latest, most popular & 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 : 87,868
% OF HOUSEHOLDS : 1.04%
HOUSEHOLD INCOME : $ 67,586

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Chinese languages: 23.3%
Indo Aryan Languages: 16.3%

SUBURBS

Sydney: Ashfield, Parramatta Melbourne: Glen Huntly

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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