9 High Density Urban

Affluent young persons living in near cbd high rise housing.

Tend towards: Pre-family singles & group households living in high rise dwellings. Non-private dwellings. Diverse multicultural backgrounds with high proficiency in English. Travel by public transport, bicycle & walking to work. Higher proportion of younger full-time employed females. High residential mobility & renting. Enjoy restaurant meals & overseas holidays. Mainly in near-CBD areas of Sydney & Melbourne. Purchases tend to be driven by most popular, latest, stylishness, authenticity & brand leader.

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 : 110,430
% OF HOUSEHOLDS : 1.30%
HOUSEHOLD INCOME : $ 81,586

SOCIOECONOMIC STATUS

NON ENGLISH SPEAKING BACKGROUND

Significant NESB Groups:
Chinese languages: 10.6%

SUBURBS

Sydney: Surry Hills, Darlinghurst Melbourne: Southbank, Travancore Brisbane: Brisbane City, Spring Hill Perth: Perth, East Perth Regional Cities: City (ACT)

LETTERBOX PSYCHOGRAPHICS

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LETTERBOX APPEAL

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