7 Urban Bohemian

Affluent young people living in near-cbd medium density housing.

Tend towards: Pre-family singles & couples. Group households. Degree qualifications. Qualified in creative arts. Medium density housing. Travel by public transport. Tend not to have a religious affiliation. High residential mobility & renting. Mainly in near-CBD areas of Melbourne, Sydney & to a lesser extent Brisbane. Enjoy restaurant meals & overseas holidays. Purchases tend to be driven by authenticity , latest, most popular & stylishness.

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 : 169,445
% OF HOUSEHOLDS : 2.00%
HOUSEHOLD INCOME : $ 89,536

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

SUBURBS

Sydney: Newtown, Bondi Beach Melbourne: Richmond, Brunswick Brisbane: New Farm, Herston Adelaide: Norwood Perth: Leederville Regional Cities: Braddon (ACT), Kingston (ACT)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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