47 Blue Collar Mixed Multicultural

Blue collar younger people from diverse multicultural backgrounds, in higher density areas.

Tend towards: Pre-family singles & couples and younger families. Children less than 5 years of age. Speak a broad range of languages including Arabic, Persian, Dari, Chinese & South Asian. Mixed levels of English proficiency. Living in flats, mainly 2 bedrooms. Renting & high levels of residential mobility. 1 or no motor vehicles. Travel by public transport including train. High levels of financial distress. Mainly in Sydney & to a lesser extent Melbourne. Purchases tend to be driven by latest & most popular.

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 : 65,406
% OF HOUSEHOLDS : 0.77%
HOUSEHOLD INCOME : $ 53,800

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Indo Aryan Languages: 15.3%
Arabic: 11.2%

SUBURBS

Sydney: Bankstown, Campsie Melbourne: Dandenong

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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