6 Mature Affluent Urban

Mature affluent households in medium density housing.

Tend towards: Mature families & seniors. Managers & professionals living in medium density housing. Smaller households. Travel by public transport. Bachelor degrees, some qualified in society & culture. Broad geographic distribution with the highest concentration in Melbourne. Purchases tend to be driven by stylishness, expert recommendations, authenticity & most reward points.

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 : 132,886
% OF HOUSEHOLDS : 1.57%
HOUSEHOLD INCOME : $ 90,880

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

SUBURBS

Sydney: Abbotsford Melbourne: Toorak, Caulfield Brisbane: Hamilton Adelaide: Unley, St Peters Perth: Claremont, North Fremantle Regional Cities: Sandy Bay (TAS), Mount Nelson (TAS)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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