8 Affluent Multicultural

Affluent multicultural families.

Tend towards: High household incomes. Predominantly Chinese & a diverse range of other backgrounds with high proficiency in English. Degree qualifications, many in management & commerce. Large family households with mature children living at home. High home ownership. Large dwellings, many with 5 bedrooms or more. Mainly concentrated in Sydney & Melbourne and to a lesser extent Brisbane & Perth. Purchases tend to be driven by stylishness, authenticity & expert recommendations.

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 : 91,464
% OF HOUSEHOLDS : 1.08%
HOUSEHOLD INCOME : $ 104,768

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Chinese languages: 16.8%

SUBURBS

Sydney: Epping, Bella Vista Melbourne: Balwyn North, Templestowe Brisbane: Stretton Adelaide: Auldana Perth: Willetton, Winthrop

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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