Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards younger families. Lone parent households. Children less than 5 years of age. Low educational attainment. Low household & individual incomes. Welfare housing. Renting. Very high levels of financial distress. Spend on baby products & tobacco. Broad range of geographies, in both metropolitan & regional areas. Purchases tend to be driven by most popular, most reward points & best discounts.
|NUMBER IN AUST HOUSEHOLDS :||114,283|
|% OF HOUSEHOLDS :||1.35%|
|HOUSEHOLD INCOME :||$ 46,228|
Sydney: Whalan, Lethbridge Park Brisbane: Riverview, Ellen Grove Adelaide: Davoren Park, Elizabeth South Regional Cities: Norlane (VIC), Windale (NSW) Country Towns: Whyalla Stuart (SA), Shorewell Park (TAS) Provincial Areas: South Kempsey (NSW)