35 Old European Blue Collar

Older European migrants in established suburbs.

Tend towards: Lower SES mature family & retiree households. Mature children living at home. High home ownership. Speak Italian & other European languages, many with both parents born overseas. Mixed levels of English proficiency. Low individual & household incomes. Mainly from Melbourne, Adelaide & to a lesser extent Sydney.

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 : 71,652
% OF HOUSEHOLDS : 0.85%
HOUSEHOLD INCOME : $ 68,049

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Italian: 18.2%

SUBURBS

Sydney: Haberfield, Austral Melbourne: Keilor East, Bulleen Adelaide: Seaton, Fulham Gardens Perth: Balcatta

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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