56 Established Asian

Areas with a strong Vietnamese & other Asian influence.

Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards mature families & mature children living at home. Speak Vietnamese & Chinese, with a relatively low level of proficiency in English. Work in manufacturing and as machine operators, drivers & labourers. High levels of financial distress. Use public transport. Mainly in Sydney & Melbourne. Purchases tend to be driven by most popular, latest & cheapest.

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 : 50,908
% OF HOUSEHOLDS : 0.60%
HOUSEHOLD INCOME : $ 59,192

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Vietnamese: 31.4%
Chinese languages: 12.5%

SUBURBS

Sydney: Cabramatta, Canley Vale Melbourne: Springvale, Sunshine North Brisbane: Durack Adelaide: Mansfield Park

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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