54 Low Status Mixed Multicultural

Lower status suburban areas with diverse multicultural backgrounds.

Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards mature families & mature children living at home. Low levels of educational attainment. Speak a broad range of languages including Vietnamese, European, Arabic, Persian & Dari, with mixed levels of English proficiency. Work in manufacturing and as machine operators, drivers & labourers. Low individual incomes & high levels of financial distress. Mainly in Sydney & Melbourne. Purchases tend to be driven by most popular, cheapest & latest.

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 : 124,062
% OF HOUSEHOLDS : 1.46%
HOUSEHOLD INCOME : $ 61,281

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Vietnamese: 11.9%

SUBURBS

Sydney: Bossley Park, Smithfield Melbourne: St Albans, Dandenong North Brisbane: Darra Adelaide: Croydon Park, Ottoway Perth: Mirrabooka, Koondoola Regional Cities: Cringila (NSW)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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