34 Multicultural Mixed Urban

Medium density areas with diverse multicultural backgrounds.

Tend towards: Lower middle SES households with a strong representation of young independents & otherwise a broad range of lifecycle stages. Single person households, with many renting. Broad range of multicultural backgrounds with mixed levels of English proficiency. Low-rise flats & medium density dwellings, many with 2 bedrooms. Travel by public transport including train. High levels of full-time employment among young females. Lower household incomes. Relatively high financial distress. Mainly from mainland capitals, especially Melbourne, Adelaide & Perth. Purchases tend to be driven by most popular, latest & 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 : 161,452
% OF HOUSEHOLDS : 1.91%
HOUSEHOLD INCOME : $ 63,582

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

SUBURBS

Sydney: North Parramatta Melbourne: West Footscray, Heidelberg Heights Brisbane: Coopers Plains Adelaide: Klemzig, Enfield Perth: Nollamara, Westminster Regional Cities: Birmingham Gardens (NSW)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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