55 segments revealing the underlying diversity of …...positioning of segments on the chart...
TRANSCRIPT
55 Segments Revealing the Underlying Diversity
of the Rapidly Evolving Australian Marketplace
2A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Contents
Introduction to geoSmart……………………………………………….................................................................................…3
geoSmart positioning chart…………………….....…............….…..……..……................................................................6
geoSmart 55 segments in 11 groups………………….......................................…………………..........7
geoSmart 55 segments summary…………………………….......................................……………..…….......8
11 Group thumbnails………………………………………………….....…............….….. ………………….…………..........................12
55 Segment thumbnails……………………………………………...…............…..….………….…………...............................…25
geoTribes background………………………………………………………...…………………………..….………………….....….82
3A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
What is geoSmart?
geoSmart in a proven and powerful segmentation that
assigns all Australian consumers & households into one
of 55 segments and 11 groups. geoSmart has been built
to maximize differences in wallet size, spending patterns,
media consumption, behavioural response and
multicultural influence.
geoSmart incorporates the latest Census, population
growth, household expenditure and economic patterns,
usage of financial services, lifestyle and discretionary
spending power. Through the Census, geoSmart taps
into cultural diversity and emphasizes differentials in
key lifecycle stages across multicultural groups.
Introduction to geoSmart
Why do we use Socioeconomic Status &
Family Orientation as the main way to
represent geoSmart?
The two most powerful drivers of why different types of
people choose to live in the places they do are Family
Orientation and Socioeconomic Status...
Family Orientation discriminates between family areas
where there are kids, mortgages & large houses and
non-family areas where young and older independent
singles & couples choose to live. Family Orientation taps
into lifecycle stage which is a key driver of needs across
most categories.
Socioeconomic Status (SES) represents the combined
effect of educational attainment, occupational status
and income and is a key driver of the spending power
and quality of purchases made by people to meets their
needs. SES drives the price/quality trade-off that is often
the most critical factor in brand positioning.
While psychographics influences consumer behaviour, at
an aggregate geospatial level, it tends to be swamped by
more powerful factors like spending power, cultural
influences and established household expenditure patterns.
4A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Cultural Diversity & the Aging Population?
We are currently witnessing a dramatic shift in the multicultural character
of Australian consumers. Most recently, migrants from North & South Asia
have had a substantial impact on the character of areas across the
country, particularly in Sydney & Melbourne but also to a lesser extent
across metropolitan Australia. Cultural diversity and lifecycle changes are
closely linked as a large proportion of Australia’s new multicultural
residents are in younger lifecycle stages, while much of the growing
boomer & retiree population is Caucasian.
geoSmart is optimised to discriminate across the emerging multicultural
landscape with 23 of the 55 geoSmart segments having a distinctive
multicultural flavour to their character.
Finding Your Target geoSmart Segments?
The key to effective use of geoSmart is finding your target segments.
These are usually the big spenders in your category & aligned to your
brand positioning.
You can find your target geoSmart segments by…
o Profiling your customer database through RDA Research
o Profiling your retail footprint
o Using RDA’s household expenditure profiles
o Using Media Planning Systems like EMMA or CMV
o Using the detailed profiling available for geoSmart to judgementally
work out which segments you would like to target
Introduction to geoSmart
geoSmart Applications?
geoSmart is a highly flexible segmentation system, providing
powerful solutions for...
1. Database enhancement to better understand the
types of customer you have & how they behave
2. Selecting customers & prospects for campaigns using
lookalike targeting.
3. Creating tailored messaging using psychological &
lifestyle profiling.
4. Profiling website and call centre visitors & purchasers
by tagging them in real time.
5. Media planning using data available from EMMA & CMV.
6. Wallet size estimation using RDA’s household expenditure
profiles.
7. Gap analysis & market penetration to work out the best
areas for business development .
8. Profiling channel usage & understanding how to improve
your channel mix.
9. Planning retail networks by locating your stores or
branches where your target segments reside.
10. Profiling lapsed & newly acquired customers to better
understand the competitive dynamics in your market.
11. Linking third-party data with customer databases,
market research & retail trade area profiles to build a
higher level of customer understanding.
5A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
6. Multi-Channel Execution
Execute across multiple
channels to achieve
optimal results...
Database...
• Billing · Website
• CRM · Subscription
• IVR · Loyalty
geoSpatial...
• Letterbox · Retail
• Outdoor · DM
Media Agency...
• Digital · Print
• Broadcast
Target Specs for Media Planning
geoSmart provides a single, consistent segmentation framework linking targeting across all stages of campaign planning.
Introduction to geoSmart
2. Marketing Database Analytics
Profile databases & key segments (eg new customer
acquisitions, churn behaviour & life time value).
Readily analyse response by channel & segment. Refine targeting based on responsiveness.
3. Target Identification
Choose target
geoSmart segments...
4. Knowledge Building
Understand the defining characteristics
of each target segment; product
usage, behaviour, needs, preferred
features & channels, brand, competitive
positioning & media preferences by
tagging target segments on to...
• Database Analysis
• Geospatial Analysis
• Focus Groups
• Online Communities
• Media Planning (EMMA/CMV)
1. Database Tagging
Tag geoSmart codes onto you customer / member / prospect database.
5. Proposition Development
Develop compelling propositions
based on the target segment's
defining characteristics...
geoSmart
Segments
Product vs General Populationby geoSmart Segment
6A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
The 55 geoSmart geodemographic segments are able to be positioned against axes of Socioeconomic Status and Family Orientation. The relative
positioning of segments on the chart facilitates the assignment of each segment to one of 11 higher level Groups (A-K).
geoSmart Positioning Chart 55 Segments (1-55) in 11 Groups (A-K)
7A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
The 11 groups (A-K) represent a summary level of analysis which is stratified by Socioeconomic Status and Family Orientation.
geoSmart 55 Segments (1-55) in 11 Groups (A-K)
8A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Segment % HH Group Name Title Description Detail Dominant geoTribes Segments
1 1.2 A PrestigeMature families in
elite suburban areas
Typically: Affluent mature families in prestigious suburban areas. Have highest individual and household incomes and live in large houses with older children (5+ bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High levels of home ownership, financial assets and discretionary spending. Second property purchases and outstanding loan balances.
Rockafellas, Fortunats & Preppies
2 1.3 B High Status UrbanExclusive medium
density areas
Typically: Affluent, medium density urban areas with high individual and household incomes. Many young independents and affluent empty nesters. Use public transport. Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High disposable incomes, investable assets and outstanding loan balances.
Fortunats, Crusaders & Rockafellas
3 0.9 B High Status High DensityExclusive higher density
areas in major capital cities
Typically: Affluent young independents in high density areas. Have high individual and household incomes. Live in flats (4+ storeys with 1-2 bedrooms) with high residential mobility and usage of public transport. Low religious affiliation and culturally diverse. Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High disposable incomes, investable assets and discretionary lifestyle expenses.
Crusaders & Fortunats
4 2.1 A Mature Affluent SuburbanMature affluent households in medium density housing
Typically: Affluent mature family and post-family households. Medium density suburban areas with high household and individual incomes. Work in Professional or Managerial occupations. Home ownership, financial assets and discretionary spending. Investment property purchases and outstanding loan balances.
Fortunats, Rockafellas, Crusaders & Preppies
5 1.8 A Desirable SuburbanProfessionals & managers in
desirable suburban areas
Typically: Affluent middle-aged and mature families in suburban areas. Have high household and individual incomes and live in large houses (5+ bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. Financial assets, outstanding debt and discretionary spending.
Rockafellas, Fortunats & Preppies
6 1.3 C Established High Status FamilyAffluent established households
in stable suburban areas
Typically: Affluent mature families in suburban areas. Have high household and individual incomes and live in large houses with older children (5+ bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate degrees and work in Professional or Managerial occupations. High levels of home ownership, financial assets and discretionary spending. Investment property purchases and outstanding loan balances.
Rockafellas, Fortunats & Preppies
7 2.1 E Urban BohemianAffluent young people living in
near-cbd medium density housing
Typically: Affluent, young non-family households. CBD-fringe areas made up of low and high-rise flats. Rent, have high residential mobility and use public transport. Low religious affiliation. Graduated or studying Bachelor degrees. Work in Professional occupations. High disposable incomes, investable assets and discretionary lifestyle spend.
Crusaders & Fortunats
8 1.0 C Affluent Multicultural Affluent multicultural families
Typically: Affluent mature families in suburban areas with a strong North East Asian/multicultural influence. Have high household incomes and large houses (4+ bedrooms, 4+ persons, 2 motor vehicles). When speak another language much more likely to speak English well or very well. Graduated with Bachelor degrees and work in Professional occupations. Home ownership, financial assets and discretionary spending. Second property purchases and outstanding loan balances.
Rockafellas, Fortunats, Preppies & Achievers
9 0.9 C Multicultural Family AchieverYoung families from diverse cultural
backgrounds living in outerlying suburbs
Typically: Affluent families in outerlying suburban areas with a strong multicultural influence. Have high household incomes and live in large houses currently being purchased (4+ bedrooms, 4+ persons). Graduated with Bachelor degrees. High levels of debt, high cost of living expenses and low discretionary spending.
Achievers, Rockafellas, Preppies & Fortunats
10 2.9 E Desirable UrbanAffluent non-family households
in medium-density housing
Typically: Affluent young and older non-family households. Have high individual incomes and live in urban areas made up of semi-detached and low-rise flats. Rent, have high residential mobility and use public transport. Low religious affiliation. Graduated or studying Bachelor or Postgraduate degrees, work in Professional occupations. High disposable incomes, student debt and discretionary spend.
Crusaders, Fortunats, Rockafellas & Achievers
11 1.4 E High Density UrbanAffluent young persons
living in high rise housing
Typically: Affluent young independents in high-density households with a strong multicultural influence. Rent in flats (4+ storeys with 1-2 bedrooms) with high residential mobility and usage of public transport. When speak another language much more likely to speak English well or very well. Graduated or studying Bachelor degrees, work in Professional occupations. High disposable incomes, student debt and discretionary lifestyle spend.
Crusaders, Independents & Fortunats
12 1.7 D Cosmopolitan SuburbanEstablished multicultural suburban
areas in Sydney & Melbourne
Typically: Well-off older families in suburban households with a strong Italian/Southern European influence. Have high household incomes medium-sized houses (3 bedrooms). Graduated with Bachelor degrees, work in Professional or Managerial occupations. High levels of home ownership, financial assets and discretionary spend.
Rockafellas, Achievers, Fortunats, Preppies & Grey Power
13 1.8 D High Status Multicultural SuburbanMid status suburban households from
multicultural backgrounds
Typically: Well-off older families in suburban households with a strong Chinese/multicultural influence. Year 12 and above educational attainment, working in Professional occupations. Both parents born overseas. Above-average levels of home ownership. Property investments and debt.
Achievers, Grey Power, Preppies, Rockafellas & Suburban Splendour
14 2.1 C Affluent Family Better-off families in
large mortgaged houses
Typically: Well-off older families in suburban households. Have high household incomes and live in large, mortgaged houses (4+ bedrooms, 4+ persons, 2+ motor vehicles). High levels of English-only speakers. Outstanding loan balances and living expenses.
Preppies, Achievers, Suburban Splendour, Rockafellas & Fortunats
15 2.7 D Better off Mature Communities Better-off mature households in both
metropolitan & regional areas
Typically: Well-off mature households in metropolitan and regional areas. Live in large houses (4+ bedrooms, 2+ motor vehicles). Retirees, empty nesters and mature families. Many English-only speakers. Parents born in Australia. Financial assets, value of superannuation accounts, recreational spending and high levels of home ownership,.
Fortunats, Grey Power, Achievers & Preppies
16 3.6 D High Status SuburbanAffluent white-collar households
in stable suburban areas
Typically: Well-off families in suburban areas. Have high household and individual incomes and live in medium-sized, mortgaged houses (3 bedrooms, 2 motor vehicles). Mainly Caucasian, English-only speakers. Graduated with Bachelor degrees and work in Professional occupations. Living expenses and high debt.
Achievers, Fortunats, Grey Power,Suburban Splendour & Preppies
geoSmart 55 Segments Summary (1-16)
9A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Segment % HH Group Name Title Description Detail Dominant geoTribes Segments
17 1.2 E Multicultural Urban LifestyleMulticultural householdsin high density housing
Typically: Well-off young independents in culturally diverse areas, principally of Chinese and South Asian backgrounds. High-density areas. Rent in high-rise and low-rise flats (2 bedrooms) with high residential mobility and usage of public transport. Many have moved to Australia in the last 20 years and have both parents born overseas. When speak another language much more likely to speak English well or very well. Graduated or studying Bachelor or Postgraduate degrees, work in Professional occupations. Student debt and income from other sources.
Crusaders & Independents
18 2.4 H Mid Status Urban Mid status households in
high density areas
Typically: Mid-high status young independent households in high-density areas. Rent in low-rise flats (1-3 storeys, 1-2 bedrooms, 0-1 motor vehicles) with high residential mobility and usage of public transport. Never married and live alone or in group households. High levels of full-time employment. Low religious affiliation. Caucasian and mixed multicultural backgrounds. Graduated or studying Bachelor degrees, work in Business occupations. Student debt, income from parents and lifestyle discretionary spend.
Independents & Crusaders
19 1.2 G Multicultural Family StarterYoung families from diverse cultural
backgrounds living in outerlying suburbs
Typically: Mid-high status young and middle-aged family households living on the city fringe. Strong South Asian/multicultural influence. Recently moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor vehicles). Many married at a younger age and have moved to Australia in the last 20 years. Both parents born overseas. When speak another language much more likely to speak English well or very well. Outstanding debt and spend on family essentials.
Achievers, Debtstars & Suburban Splendour
20 2.2 F Family AchieverMid status families in
large mortgaged houses
Typically: Mid-high status family households living on the city fringe. High household incomes and live in large, mortgaged houses (4+ bedrooms, 4+ persons, 2-3 motor vehicles). Majority married, English-only speakers. Parents born in Australia. Outstanding debt and living expenses.
Achievers, Suburban Splendour & Debtstars
21 1.2 G Established Multicultural SuburbanMature multicultural families in established
suburban areas of Sydney & Melbourne
Typically: Mid-high status mature families and seniors living in established, culturally diverse suburban areas. Strong Greek influence. Live in medium-sized houses (3 bedrooms). Both parents born overseas. Use public transport. High levels of home ownership and investable assets.
Suburban Splendour, Grey Power, Achievers & Preppies
22 0.9 G Mid Status Multicultural SuburbanMid status suburban households from
multicultural backgrounds
Typically: Mid-high status suburban households with a strong Chinese/multicultural influence. Many full-time unistudents and extended households. Both parents born overseas. High residential mobility and usage of public transport. Graduated or studying Bachelor degrees. Student debt, income from other sources and spend on essentials.
Independents, Suburban Splendour & Grey Power
23 1.8 G Mid Status Family Starter Financially extended younger
families in newer housing
Typically: Mid-high status young and middle-aged family households living on the city fringe. Mid-range household and individual incomes. Recently moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor vehicles). High levels of full-time employment and Certificate qualifications. Travel by car to work. Outstanding debt and living expenses.
Debtstars, Achievers & Suburban Splendour
24 3.1 H Mid Status Mixed UrbanMid status, medium-density,
mainly Caucasian households with diverse demographics
Typically: Mid-status mix of retirees, young families and young independents in medium density housing. Caucasian backgrounds with low religious affiliation. Many lone person and divorcee households. Diverse household expenditure and economic characteristics.
Boomers, Grey Power, Debtstars & Independents
25 1.0 H University EnclavesUniversity students & other young people living near
major university campuses
Typically: University students and young professionals living near university campuses with a strong Chinese/multicultural influence. Rent in high-rise and low-rise flats (1-2 bedrooms) with high residential mobility and usage of public transport. Many not in the labour force and living in group households. Low religious affiliation. Graduated or studying bachelor degrees. Student debt, income from other sources and spend on essentials.
Independents & Crusaders
26 0.7 G Mining Mining communitiesTypically: Mid-status young or middle aged families renting in mining communities. High household and individual incomes and residential mobility. Caucasian backgrounds. Certificate qualifications, work in Trades and the Mining industry. Vehicle and living expenses. High levels of debt.
Debtstars, Boomers, Suburban Splendour & Achievers
27 1.0 F Establishing Multicultural FamilyOuterlying multicultural suburbs
of Sydney & Melbourne
Typically: Mid-status families in outerlying suburban areas with a strong multicultural influence. Live in large mortgaged houses (4+ bedrooms, 4+ people, 2 motor vehicles), many with both parents born overseas. Outstanding debt and living expenses.
Suburban Splendour, Debtstars &
Twixters
28 1.0 H Elderly EnclavesSuburban areas with a significant
concentration of retirees
Typically: Seniors living in suburban retirement communities. Live in medium density, semi-detached housing. Many lone person households and widows/widowers. High levels of home ownership and other forms of tenure (e.g. retirement homes). Above-average cash investments and investable assets and spending on basic needs.
Grey Power & Survivors
29 2.5 H Multicultural Mixed Urban Medium density areas with
diverse multicultural backgrounds
Typically: Mid-status mixed households in areas with a multicultural influence. Live in low-rise flats, small semi-detached or standalone houses (2-3 bedrooms, 0-1 motor vehicles). Many renters, younger households and users of public transport. Mild financial hardship, spend on essentials.
Independents, Debtstars, Boomers & Suburban Splendour
30 0.8 F Established Multicultural FamilyOuterlying multicultural suburbs
of Sydney & Melbourne
Typically: Mid-status mature families living in outerlying suburbs with a European/multicultural influence. Married and live in large houses (4+ bedrooms, 4+ persons, 2+ motor vehicles). Drive to work. Both parents born overseas. High levels of home ownership. Living expenses and low levels of discretionary spend.
Suburban Splendour, Twixters, Grey Power & Debtstars
31 1.3 G Old European Blue CollarOlder European migrants
in established suburbs
Typically: Mid-status mixed households in suburbs with a strong Italian and to a lesser extent Greek influence. Live in small or medium-sized houses (3 bedrooms). Both parents born overseas. Many Catholics and retirees. Home ownership, income from pensions and spend on basic needs.
Suburban Splendour, Grey Power, Debtstars & Survivors
geoSmart 55 Segments Summary (17-31)
10A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoSmart 55 Segments Summary (32-44)
Segment % HH Group Name Title Description Detail Dominant geoTribes Segments
32 2.4 F Aspiring Family FringeFamilies in large houses, mainly in low-density, city fringe areas
Typically: Mid-status families living in low-density city fringe areas. Live in large houses (4+ bedrooms, 3+ motor vehicles). English-only speakers and people with Caucasian backgrounds. Year 10-Year 11 education and Certificate qualifications. Work in Trades, Agriculture and Construction industries. Outstanding debt and living expenses
Suburban Splendour, Boomers, Debtstars & Grey Power
33 1.7 F Establishing Mid Status FamilyFinancially extended families in newly established housing
Typically: Mid-status families living in newer suburban households in city fringe areas. Mid-range household incomes and live in large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor vehicles). High levels of full-time employment and Certificate qualifications. Work as Technicians and Trade Workers. Travel to work by car. High outstanding loan balances and living expenses.
Debtstars, Suburban Splendour, & Twixters
34 4.1 G Established Mid Status Suburban Established mid status suburban areas
Typically: Mid-status families living in suburban households on city fringes. Mid-range household incomes and live in large houses (3-4 bedrooms, 2-3 motor vehicles). Caucasian backgrounds and English-only speakers. Year 10-Year 11 education and Certificate qualifications. Work in Trades and Construction. Typically travel to work by car. High debt, living expenses and low discretionary spend.
Debtstars, Suburban Splendour, Boomers, Twixters & Grey Power
35 2.1 J Empty Nest & Retirement Less affluent sea and tree change
Typically: Mid-low status retiree/empty nest households in country and coastal towns as well as outerlying suburbs in regional cities. Live in medium-sized houses (1-2 persons, 1 motor vehicle). Many lone person households. Low educational attainment and Certificate qualifications. Almost entirely Caucasian, born in Australia and English-only speaking. High home ownership, income from pensions and living expenses.
Boomers, Survivors & Grey Power
36 3.4 I Mature Provincial SuburbanPoorer seniors & mature
independents in regional areas
Typically: Mid-low status mature households in towns and outerlying suburbs in regional cities. Live in medium-sized houses (3-4 bedrooms, 2 persons). Low educational attainment and Certificate qualifications. Almost entirely Caucasian, born in Australia and English-only speaking. High home ownership, living and motor vehicle expenses.
Boomers, Debtstars, Survivors, Grey Power & Suburban Splendour
37 2.0 I Established Blue Collar SuburbanBlue collar families in stable
suburban areas
Typically: Lower status families living in established suburban households in city fringe areas with diverse multicultural influences. Live in medium-sized houses (3 bedrooms). Work in Transport, Postal and Warehousing. Spend on essentials.
Debtstars, Suburban Splendour, Twixters, Struggleville & True Blues
38 0.9 J Blue Collar Mixed Multicultural Blue collar younger people from diverse multicultural
backgrounds in higher density areas
Typically: Lower status, young independents and families in suburban areas with a very strong and diverse multicultural influence. Rent in low-rise and high-rise flats (2 bedrooms, 0-1 motor vehicles) with high residential mobility and usage of public transport. Many young married households. Both parents born overseas. Work in Trades and as Labourers, Machinery Operators and Drivers. Financial hardship, income from other sources and basic living expenses.
Independents, Debtstars & True Blues
39 3.4 I Blue Collar SuburbanLower status suburban areas with a mix of older and younger persons
Typically: Lower status families and seniors living in suburban areas on city fringes. Live in medium-sized houses (3 bedrooms, 1 motor vehicle). Caucasian backgrounds with low religious affiliation. Year 10-Year 11 education and Certificate qualifications. Work as Technicians and Trade Workers. Travel to work by car. Many lone parent families and lone person households. Income from pensions, spend on basic needs and financial hardship.
Survivors, True Blues, Struggleville & Debtstars
40 2.1 I Provincial FringeHobby farmers & other households on the fringe of provincial centres
Typically: Families, mature independents and early seniors living in regional areas. Homeowners living on large properties (2 persons, 3+ motor vehicles). Low educational attainment, work in Agriculture. Almost entirely Caucasian, born in Australia and English-only speaking. High levels of full-time employment in older people. Home ownership as well as living and motor vehicle expenses.
True Blues, Survivors, Boomers, Struggleville & Debtstars
41 2.4 J Low Status Mixed UrbanSmaller low income & elderly households,
in urban welfare & provincial areas
Typically: Lower status young independent and elderly households living in low-cost/social housing in both metropolitan and provincial areas. Low household and individual income. Rent in flats (2 bedrooms, 0-1 motor vehicles) with high residential mobility. High levels of lone person households (young and old). Divorced or never married. Caucasian backgrounds. Work in Accommodation and Food Services industries. Financial hardship, spend on essentials and welfare assistance.
Independents, Survivors, True Blues & Boomers
42 1.2 I Transient SuburbanHighly transient young people
in low cost housing areas
Typically: Lower status young families living in suburban areas on city fringes. Low household incomes. Rent medium-sized, low-cost housing (3-4 bedrooms, 1-2 motor vehicles) with high residential mobility. Many families with young children and lone parent families. Low religious affiliation. Certificate qualifications and work as Labourers, Trade Workers, Machinery Operators and Drivers. Loan repayments (non-property) and spend on essentials.
Struggleville, True Blues, Independents & Debtstars
43 1.4 I Low Status Mixed Multicultural Lower status suburban areas with diverse multicultural backgrounds
Typically: Lower status, larger mature families and late seniors living in suburban areas with very strong and diverse multicultural influences. Live in medium-sized houses (3 bedrooms), many with both parents born overseas. Low educational attainment, work as Labourers, Machinery Operators and Drivers and in Manufacturing. Financial hardship, seeking welfare assistance, income from pensions and living expenses.
True Blues, Survivors, Struggleville & Twixters
44 3.4 I Low Status Provincial SuburbanPoorer suburbs in regional cities & provincial areas
Typically: Lower status families and mature independents in towns and regional cities. Many young families and lone parent families. Live in medium-sized, mortgaged houses (3 bedrooms) and drive to work. Low educational attainment and Certificate qualifications. Almost entirely Caucasian, born in Australia and English-only speaking. Work as Labourers, Technicians, Trade Workers, Machinery Operators and Drivers. Outstanding debt and financial hardship. Vehicle and living expenses.
Struggleville, True Blues, Survivors & Debtstars
11A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoSmart 55 Segments Summary (45-55)
Segment % HH Group Name Title Description Detail Dominant geoTribes Segments
45 1.2 I Agricultural Mainly employed in Agriculture
Typically: Families, mature independents and early seniors living in regional and remote Australia. Homeowners living on large properties (3+ motor vehicles). Low educational attainment. Work in Agriculture. Almost entirely Caucasian, born in Australia and English-only speaking. Marriage and full-time employment in older people. Home ownership and medical costs.
True Blues, Survivors, Struggleville & Boomers
46 1.0 I Middle Eastern MulticulturalAreas with a strong middle eastern cultural influence
Typically: Lower status large families living in suburban areas with a strong Middle-Eastern/multicultural influence. Live in medium-sized houses (3 bedrooms and 4+ persons, many 6+) where both parents were born overseas. High instances of 6+ person households. Many people of Islamic faith. Work in Trades, Transport, Postal and Warehousing Industries. Financial hardship and spend on essentials.
Twixters, True Blues, Struggleville, Survivors & Slender Meanz
47 1.0 K Retirement Living Mainly retirement homesTypically: Seniors in city or regional areas living in retirement homes/communities. Many widows/widowers. High levels of home ownership Low educational attainment. Income from pensions and spending patterns geared towards basic needs.
Survivors & Grey Power
48 4.2 K Small Town BattlerBattling families and seniors
in small regional towns
Typically: Low status seniors and family mix in regional areas. Homeowners in moderately sized houses (3 bedrooms). Only speak English. Low educational attainment and work as Labourers and Trade Workers. Income from pensions and spend on essentials.
Survivors, Slender Meanz, True Blues & Struggleville
49 0.9 K Established Asian Areas with a strong Vietnamese
& other Asian influence
Typically: Low status suburban areas with strong Vietnamese & South East Asian influence. International migration to these areas largely diminished in recent years. Low household and individual income families living in moderately sized houses (3 bedrooms). When speak another language less likely to speak English well. Work in Manufacturing and as Labourers, Machinery Operators and Drivers. Seeking welfare assistance and low levels of discretionary spending.
Slender Meanz, Survivors, Struggleville, True Blues & Twixters
50 1.6 K Low Status Rural FringeLow cost housing areas on the
fringe of provincial towns
Typically: Low status early seniors and mature independents living on the fringes of regional towns. Homeowners with low household and individual incomes. Many lone person households. Low educational attainment and work in agriculture. Financial hardship, spend on essentials and seeking welfare assistance.
Survivors, True Blues, Slender Meanz & Struggleville
51 1.9 K Family Battlers Battling blue collar familiesTypically: Low status families living around the city fringes. Have low household and individual incomes and live in moderately sized houses (3 bedrooms). Attained Certificate qualifications and work in low-skill occupations. Many divorced or have never been married. Financial hardship, spend on essentials, debt and seeking welfare assistance.
Slender Meanz, Struggleville, True Blues & Survivors
52 2.4 K Small Town Blue Collar SuburbanMature households in smaller
country towns & provincial areas
Typically: Low status seniors in regional areas. Homeowners living in retirement in small houses (2 bedrooms). Many lone person households. Low educational attainment. Income from pensions as well as medical and basic living expenses.
Survivors, Slender Meanz & True Blues
53 3.1 K Provincial DistressLow cost suburban housing in
regional cities & provincial towns
Typically: Low status suburban areas in regional cities or provincial towns. Low cost housing. Many lone parent families and lone person households. Have low individual and household incomes. Low educational attainment and high levels of either unemployment and/or not being in the labour force. Tend to work as Labourers, Machine Operators & Drivers. Financial hardship, spend on essentials and seeking welfare assistance.
Slender Meanz, Survivors & Struggleville
54 0.2 K Indigenous Indigenous communitiesTypically: Indigenous communities living in very remote Australia. Renting in low-cost/social housing in extended family groups. Disadvantaged and have low individual and household incomes.
Slender Meanz & Survivors
55 0.9 K Suburban Distress Disadvantaged households
Typically: Disadvantaged, lone parent families renting in low-cost/social housing. Have low individual and household incomes. Many divorces or have never been married. Low educational attainment and high levels of either unemployment and/or not being in the labour force. Tend to work as Labourers, Machine Operators & Drivers. Financial hardship, spend on essentials and seeking welfare assistance.
Slender Meanz & Survivors
12A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoSmart
11 GroupThumbnails
13A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoSmart 11 Groups…
14A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 88.6 436.5
SES C 10.4 51.6
SES D 0.9 4.4
SES E 0.1 0.4
SES FG 0.0 0.1
Sydney
Lifecycle Stage
Living at Home 12.0 113.7
Young Independents 8.9 68.0
Young Families 6.2 56.7
Middle Aged Families 15.6 116.9
Mature Families 23.6 142.6
Mature Independents 13.7 85.9
Early Seniors 11.6 101.2
Late Seniors 8.5 103.5
Tenure Type
Own 41.4 130.0
Mortgage 38.3 109.2
Melbourne Rent 19.9 61.5
Other 0.5 56.9
Other Characteristics
4+ Bedrooms 45.4 140.1
Flat 4+ Storeys 1.1 22.0
Different Address 5 Yrs Ago 37.8 88.2
Use Public Transport 17.2 135.5
Both Parents Born Overseas 34.8 94.1
Work in Agriculture 0.3 12.7
Attend University F/T 4.9 143.4
Lone Parent Families 10.5 66.5
Top 5 NESB Languages
Other Languages 5.6 83.7
Other Segments within Group A Chinese 4.6 116.5
1 Prestige 4 Mature Affluent Suburban Greek 1.4 135.7
5 Desirable Suburban Indian & Other South Asian 1.2 41.1
Italian 1.2 104.3
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Elite Suburban & Family
Highest socioeconomic status group with mature families and elderly
people. High home ownership and larger houses. High discretionary
spend and a diverse range of financial products.
Value of Non-Residential Property
Value of Superannuation Accounts
Loan Balance: Other Property
Value of Residential Property
Value of Shares, Bonds and Trusts
5.9%
8.2%
14.0%
30.2%
41.4%R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Crusaders
CrusadersR ockafellas
Achievers
6.1%
0.2%
1.2%
12.6%
7.7%
15.3%
30.4%
26.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Off Licence Wine Consumption
Animal Care and Grooming
Catholic School Fees
Household Furnishings
Other Property Payments
Donations to Charities
Books
On Licence Wine Consumption
Clothing Repairs and Dry Cleaning
Parking Costs
Sickness and Personal Accident Insurance
Physiotherapy Fees
Gardening Services
Housekeeping and Cleaning Services
Private/Independent School Fees
97.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
AGroup
5.1% 5.6%Aust Households Aust Population
15A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 89.7 442.0
SES C 9.7 47.9
SES D 0.5 2.7
SES E 0.0 0.2
SES FG 0.0 0.1
Sydney
Lifecycle Stage
Living at Home 4.9 46.3
Young Independents 33.3 255.3
Young Families 6.1 55.6
Middle Aged Families 10.9 81.8
Mature Families 11.6 69.9
Mature Independents 17.1 107.6
Early Seniors 9.6 83.6
Late Seniors 6.6 80.1
Tenure Type
Own 27.8 87.2
Mortgage 27.1 77.3
Melbourne Rent 44.8 138.8
Other 0.3 41.5
Other Characteristics
4+ Bedrooms 10.8 33.4
Flat 4+ Storeys 38.2 771.8
Different Address 5 Yrs Ago 55.7 130.0
Use Public Transport 34.0 268.4
Both Parents Born Overseas 45.2 122.3
Work in Agriculture 0.2 7.2
Attend University F/T 3.5 103.0
Lone Parent Families 10.4 65.7
Top 5 NESB Languages
Other Languages 8.6 130.1
Other Segments within Group B Chinese 4.5 114.6
2 High Status Urban 3 High Status High Density Italian 1.4 125.8
Vietnamese & Other South East Asian 1.4 54.0
Greek 1.3 127.3
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Elite Urban
Very high socioeconomic status group comprising young singles &
couples and mature independents liv ing in high and medium density
dwellings. Mainly in near CBD locations. Transient population. High
incomes. High spend on lifestyle activ ities.
Net Wealth of Household
Income From Wages
Loan Balance: Other Property
Value of Shares, Bonds and Trusts
Value of Residential Property
1.0%
3.2%
18.3%
33.9%
43.5%Crusaders
Crusaders
Fortunats
Achievers
R ockafellas
Achievers
Crusaders
R ockafellas
Achievers
1.6%
0.1%
0.0%
2.0%
0.0%
5.1%
16.9%
74.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Personal Care Services
Off Licence Wine Consumption
Holidays: Overseas
Parking Costs
Rent Payments
Physiotherapy Fees
Gym and Health Club Fees
Meals in Restaurants, Hotels, Clubs etc.
Housekeeping and Cleaning Services
Public Transport
Other Property Payments
Clothing Repairs and Dry Cleaning
Taxis
On Licence Wine Consumption
Body Corporate Payments: Main Residence
99.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
BGroup
2.2% 1.9%Aust Households Aust Population
16A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 56.8 279.6
SES C 33.3 164.7
SES D 8.5 42.4
SES E 1.4 7.1
SES FG 0.1 0.5
Sydney
Lifecycle Stage
Living at Home 16.1 153.5
Young Independents 4.7 36.3
Young Families 7.7 70.4
Middle Aged Families 16.1 120.5
Mature Families 26.4 159.5
Mature Independents 13.4 84.4
Early Seniors 10.2 88.8
Late Seniors 5.3 64.7
Tenure Type
Own 38.1 119.4
Mortgage 49.5 141.4
Melbourne Rent 12.2 37.9
Other 0.2 22.3
Other Characteristics
4+ Bedrooms 71.6 221.2
Flat 4+ Storeys 0.3 6.3
Different Address 5 Yrs Ago 34.7 80.9
Use Public Transport 12.3 97.1
Both Parents Born Overseas 43.5 117.6
Work in Agriculture 0.4 15.2
Attend University F/T 4.4 129.1
Lone Parent Families 9.6 60.7
Top 5 NESB Languages
Chinese 7.4 187.3
Other Segments within Group C Other Languages 6.3 95.1
6 Established High Status Family 8 Affluent Multicultural Indian & Other South Asian 3.8 127.7
9 Multicultural Family Achiever 14 Affluent Family Vietnamese & Other South East Asian 1.9 74.9
Arabic & Other Middle Eastern 1.4 76.9
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
High Status Family
Affluent family groups consisting of middle aged & mature families
liv ing in larger houses. Higher incomes & degree or higher
qualifications. High spend on serv ices, especially education.
Home Equity
Value of Own Business
Total Household Debt
Value of Residential Property
Loan Balance: Other Property
7.8%
15.7%
18.7%
18.8%
28.9%R ockafellas
Achievers
Crusaders
Crusaders
Fortunats
Achievers
R ockafellas
Achievers
Twixters
S plendourS uburban
3.9%
0.2%
0.0%
15.4%
2.6%
15.8%
23.8%
38.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Holidays: Overseas
Formal Child Care Services
Carpet and Floor Coverings
Household Furnishings
Parking Costs
Physiotherapy Fees
Cultural Activities
Travel Goods, Handbags, Umbrellas etc.
Mortgage Repayments
Home Improvements
Gardening Services
Sickness and Personal Accident Insurance
Catholic School Fees
Housekeeping and Cleaning Services
Private/Independent School Fees
96.5%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
CGroup
5.4% 6.6%Aust Households Aust Population
17A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 32.2 158.7
SES C 44.7 221.6
SES D 19.5 97.4
SES E 3.4 17.2
SES FG 0.1 0.8
Sydney
Lifecycle Stage
Living at Home 11.3 107.6
Young Independents 7.8 60.0
Young Families 9.2 84.2
Middle Aged Families 15.2 113.9
Mature Families 19.5 117.9
Mature Independents 15.9 99.7
Early Seniors 12.6 109.5
Late Seniors 8.5 103.4
Tenure Type
Own 39.1 122.6
Mortgage 40.1 114.5
Melbourne Rent 20.5 63.4
Other 0.3 37.3
Other Characteristics
4+ Bedrooms 40.4 124.8
Flat 4+ Storeys 0.5 9.9
Different Address 5 Yrs Ago 36.7 85.7
Use Public Transport 12.2 95.9
Both Parents Born Overseas 35.3 95.5
Work in Agriculture 0.7 28.2
Attend University F/T 3.3 97.0
Lone Parent Families 13.1 82.8
Top 5 NESB Languages
Other Languages 5.5 83.6
Other Segments within Group D Chinese 5.1 128.6
12 Cosmopolitan Suburban 13 High Status Multicultural Suburban Indian & Other South Asian 1.9 62.6
15 Better off Mature Communities 16 High Status Suburban Italian 1.5 132.8
Vietnamese & Other South East Asian 1.4 56.5
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
High Status Suburban
Affluent suburban areas consisting of mature families and older groups
liv ing in larger houses. Working as professionals, managers or
administrators.
Value of Property: Main Residence
Value of Shares, Bonds and Trusts
Home Equity
Loan Balance: Other Property
Value of Superannuation Accounts
11.5%
11.5%
14.1%
16.0%
20.3%
R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Grey Power
SurvivorsR ockafellas
Achievers
Crusaders
4.7%
1.1%
1.7%
10.3%
7.1%
18.0%
27.9%
29.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Books
Hospital, Medical and Dental Insurance
Other Property Payments
Formal Child Care Services
Accident and Health Insurance
Carpet and Floor Coverings
Physiotherapy Fees
Parking Costs
Home Improvements
Private/Independent School Fees
Catholic School Fees
Sickness and Personal Accident Insurance
Cultural Activities
Gardening Services
Housekeeping and Cleaning Services
84.7%
12.4%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
DGroup
9.8% 10.3%Aust Households Aust Population
18A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 56.4 277.8
SES C 28.9 143.2
SES D 11.4 57.0
SES E 3.0 15.2
SES FG 0.3 1.5
Sydney
Lifecycle Stage
Living at Home 5.5 52.6
Young Independents 42.2 323.6
Young Families 8.5 77.9
Middle Aged Families 9.8 73.4
Mature Families 9.3 56.4
Mature Independents 13.3 83.3
Early Seniors 6.4 55.6
Late Seniors 5.0 61.0
Tenure Type
Own 19.6 61.4
Mortgage 25.1 71.7
Melbourne Rent 54.9 170.1
Other 0.4 49.0
Other Characteristics
4+ Bedrooms 8.7 27.0
Flat 4+ Storeys 28.6 577.4
Different Address 5 Yrs Ago 61.6 143.7
Use Public Transport 34.5 272.0
Both Parents Born Overseas 54.6 147.6
Work in Agriculture 0.2 7.2
Attend University F/T 7.1 205.9
Lone Parent Families 12.2 76.9
Top 5 NESB Languages
Other Languages 10.4 156.4
Other Segments within Group E Chinese 9.3 235.2
7 Urban Bohemian 10 Desirable Urban Indian & Other South Asian 5.9 199.3
11 High Density Urban 17 Multicultural Urban Lifestyle Vietnamese & Other South East Asian 3.4 133.1
Greek 1.7 165.4
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
High Status Urban
High socioeconomic status urban groups with a bias to young
independents. Concentrated in Melbourne and Sydney and to a
lesser extent, other metropolitan areas.
Able to Save Money Most Weeks
Value of Residential Property
Income From Wages
Income From Other Regular Sources
Outstanding Loan Balance: HECS
5.7%
8.0%
10.0%
18.3%
47.2%Crusaders
Crusaders
Fortunats
Achievers
Independents
R ockafellas
Achievers
R ockafellas
Achievers
3.4%
0.9%
0.7%
7.6%
3.7%
8.7%
33.8%
41.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Other Property Payments
Takeaway Coffee
Personal Care Services
Parking Costs
Clothing Repairs and Dry Cleaning
Meals in Restaurants, Hotels, Clubs etc.
On Licence Beer Consumption
On Licence Spirits Consumption
Gym and Health Club Fees
Taxis
Public Transport
Rent Payments
Tertiary Education Fees
On Licence Wine Consumption
Body Corporate Payments: Main Residence
98.2%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
EGroup
7.7% 6.6%Aust Households Aust Population
19A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 5.6 27.5
SES C 31.0 153.4
SES D 37.2 186.0
SES E 21.9 110.6
SES FG 4.3 22.0
Sydney
Lifecycle Stage
Living at Home 13.9 132.1
Young Independents 5.3 41.0
Young Families 12.3 112.0
Middle Aged Families 18.6 139.4
Mature Families 21.9 132.4
Mature Independents 14.6 91.9
Early Seniors 9.1 79.3
Late Seniors 4.2 51.3
Tenure Type
Own 28.1 88.1
Mortgage 53.9 153.7
Melbourne Rent 17.8 55.3
Other 0.2 25.8
Other Characteristics
4+ Bedrooms 63.4 195.7
Flat 4+ Storeys 0.0 0.8
Different Address 5 Yrs Ago 38.2 89.2
Use Public Transport 6.6 52.0
Both Parents Born Overseas 35.0 94.6
Work in Agriculture 1.9 74.3
Attend University F/T 2.4 69.0
Lone Parent Families 12.6 79.2
Top 5 NESB Languages
Other Languages 6.9 104.1
Other Segments within Group F Indian & Other South Asian 2.5 85.1
20 Family Achiever 27 Establishing Multicultural Family Vietnamese & Other South East Asian 2.3 88.6
30 Established Multicultural Family 32 Aspiring Family Fringe Arabic & Other Middle Eastern 1.7 94.7
33 Established Mid Status Family Chinese 1.4 36.3
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Mid Status Family
Mid socioeconomic status family groups from a broad range of
geographic areas.
Total Household Debt
Life Insurance
Total Interest Repayments
Mortgage Interest Repayments
Loan Balance: Main Residence
9.9%
10.1%
11.5%
17.8%
22.4%
Twixters
S plendourS uburbanTwixters
debtStars
Boomers
R ockafellas
Achievers
Twixters
debtStars
S plendour
debtStars
Boomers
True Blues
0.2%
1.2%
0.9%
18.0%
3.0%
26.4%
25.4%
24.9%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Jewellery
Vehicle Oils & Lubricants
Toys
Off Licence Spirits Consumption
Pet Supplies / Animal Expenses
Chiropractic Fees
Private/Independent School Fees
Public School Fees
Sporting Goods and Equipment
Sickness and Personal Accident Insurance
Children's Clothing
Vehicle Parts and Accessories
Carpet and Floor Coverings
Mortgage Repayments
Catholic School Fees
68.3%
24.8%
6.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
FGroup
8.2% 9.9%Aust Households Aust Population
20A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 7.9 38.7
SES C 27.6 136.5
SES D 35.8 179.2
SES E 23.7 119.6
SES FG 5.1 25.7
Sydney
Lifecycle Stage
Living at Home 11.8 112.6
Young Independents 10.9 83.6
Young Families 16.2 148.0
Middle Aged Families 16.0 120.0
Mature Families 17.2 104.1
Mature Independents 12.6 79.3
Early Seniors 9.0 78.2
Late Seniors 6.2 75.4
Tenure Type
Own 26.8 84.1
Mortgage 43.9 125.3
Melbourne Rent 29.0 89.8
Other 0.3 35.8
Other Characteristics
4+ Bedrooms 41.3 127.6
Flat 4+ Storeys 0.8 16.7
Different Address 5 Yrs Ago 47.9 111.7
Use Public Transport 12.5 98.9
Both Parents Born Overseas 44.0 118.8
Work in Agriculture 0.6 23.2
Attend University F/T 3.3 95.2
Lone Parent Families 15.4 97.1
Top 5 NESB Languages
Other Languages 7.5 113.6
Other Segments within Group G Chinese 5.5 139.6
19 Multicultural Family Starter 21 Established Multicultural Suburban Indian & Other South Asian 4.9 165.8
22 Mid Status Multicultural Suburban 23 Mid Status Family Starter Vietnamese & Other South East Asian 2.8 108.5
26 Mining 31 Old European Blue Collar Greek 2.2 216.2
34 Established Mid Status Suburban
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Mid Status Suburban
Mid socioeconomic status suburban groups from a broad range of
geographic areas.
Debt Service Ratio
Total Interest Repayments
Loan Balance: Motor Vehicle Purchase
Mortgage Interest Repayments
Loan Balance: Main Residence
9.1%
9.8%
11.3%
16.4%
19.3%
Twixters
debtStars
Boomers
Twixters
S plendourS uburbanR ockafellas
Achievers
Grey Power
Survivors
debtStars
Boomers
True Blues
1.2%
1.7%
0.2%
13.9%
8.5%
19.6%
28.8%
26.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Pet Food
Soft Drinks
Mobile Telephone Charges / Accounts
Infant's Clothing
Pet Supplies / Animal Expenses
Chiropractic Fees
Children's Clothing
Vehicle Parts and Accessories
Toys
Public School Fees
Pasta and Rice
Carpet and Floor Coverings
Mortgage Repayments
Formal Child Care Services
Baby Food and Nappies
85.2%
6.1%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
GGroup
11.2% 12.3%Aust Households Aust Population
21A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 11.9 58.4
SES C 29.1 144.3
SES D 30.1 150.8
SES E 22.6 114.1
SES FG 6.2 31.7
Brisbane
Lifecycle Stage
Living at Home 7.1 67.5
Young Independents 28.2 216.6
Young Families 10.6 96.5
Middle Aged Families 9.9 73.7
Mature Families 10.5 63.3
Mature Independents 14.7 92.5
Early Seniors 9.5 83.2
Late Seniors 9.5 116.0
Tenure Type
Own 24.6 77.0
Mortgage 25.3 72.1
Melbourne Rent 48.2 149.3
Other 2.0 246.6
Other Characteristics
4+ Bedrooms 13.8 42.5
Flat 4+ Storeys 11.8 239.2
Different Address 5 Yrs Ago 56.1 130.9
Use Public Transport 16.8 132.4
Both Parents Born Overseas 43.6 117.9
Work in Agriculture 0.6 24.2
Attend University F/T 8.3 240.2
Lone Parent Families 17.2 108.3
Top 5 NESB Languages
Other Languages 7.7 116.0
Other Segments within Group H Chinese 6.9 174.7
18 Mid Status Urban 24 Mid Status Mixed Urban Indian & Other South Asian 4.2 142.1
25 University Enclaves 28 Elderly Enclaves Vietnamese & Other South East Asian 3.2 126.5
29 Multicultural Mixed Urban Arabic & Other Middle Eastern 1.6 86.8
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Mid Status Urban
Mid socioeconomic status non-family groups across diverse
geographic areas, but generally not found in country towns or
prov incial areas.
Spend More Than Receive Each Week
Able to Save Money Most Weeks
Couldn't Raise Emergency $2K in Week
Outstanding Loan Balance: HECS
Income From Other Regular Sources
8.3%
10.5%
11.1%
11.9%
25.1%IndependentsdebtStars
Boomers
True BluesGrey Power
SurvivorsCrusadersTwixters
debtStars
Boomers
2.3%
1.5%
3.1%
12.7%
12.0%
21.6%
25.2%
21.6%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Soy and Non-Dairy Milks
Meals in Restaurants, Hotels, Clubs etc.
Travel Insurance Payments
On Licence Wine Consumption
Books
On Licence Beer Consumption
Taxis
Internet Fees
Gym and Health Club Fees
Mobile Phones
Public Transport
On Licence Spirits Consumption
Rent Payments
Tertiary Education Fees
Body Corporate Payments: Main Residence
80.2%
14.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
HGroup
10.0% 8.5%Aust Households Aust Population
22A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.4 2.1
SES C 6.1 30.1
SES D 22.1 110.7
SES E 40.1 202.4
SES FG 31.2 158.6
Sydney
Lifecycle Stage
Living at Home 11.4 108.4
Young Independents 7.6 58.6
Young Families 12.6 114.8
Middle Aged Families 13.4 100.6
Mature Families 16.8 101.6
Mature Independents 17.7 111.1
Early Seniors 12.5 109.4
Late Seniors 7.9 96.3
Tenure Type
Own 34.3 107.6
Mortgage 36.7 104.9
Melbourne Rent 28.4 88.1
Other 0.5 65.5
Other Characteristics
4+ Bedrooms 33.6 103.7
Flat 4+ Storeys 0.1 1.9
Different Address 5 Yrs Ago 38.3 89.3
Use Public Transport 5.9 46.8
Both Parents Born Overseas 31.6 85.4
Work in Agriculture 7.7 303.9
Attend University F/T 1.9 54.8
Lone Parent Families 18.0 113.4
Top 5 NESB Languages
Other Languages 6.3 95.1
Other Segments within Group I Arabic & Other Middle Eastern 3.5 190.0
36 Mature Prov incial Suburban 37 Established Blue Collar Suburban Vietnamese & Other South East Asian 2.8 108.5
39 Blue Collar Suburban 40 Prov incial Fringe Indian & Other South Asian 2.2 74.6
42 Transient Suburban 43 Low Status Mixed Multicultural Chinese 1.5 38.4
44 Low Status Prov incial Suburban 45 Agricultural
46 Middle Eastern Multicultural
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Low Status Suburban
Lower socioeconomic status groups across a broad range of lifecycle
stages. Many liv ing in regional cities and provincial areas.
Couldn't Raise Emergency $2K in Week
Income From Govt Pensions/Allowances
Sought Assistance Welfare/Community Orgs
Value of Non-Residential Property
Value of Own Business
10.5%
12.2%
14.7%
14.8%
15.7%
Boomers
True Blues
StrugglevilleGrey Power
SurvivorsTwixters
debtStars
BoomersTwixters
debtStars
S plendour
0.1%
0.4%
3.5%
8.4%
9.1%
22.6%
24.1%
31.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Optical Fees
Public School Fees
Newspapers
Vehicle Fuel
Vehicle Parts and Accessories
Baby Food and Nappies
Pet Food
Vehicle Tyres and Tubes
Infant's Clothing
Lotto Type Games and Instant Lottery
Soft Drinks
Art and Craft Materials
Off Licence Beer Consumption
Cigarettes and Tobacco
Vehicle Oils & Lubricants
51.9%
30.8%
14.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
IGroup
19.1% 19.8%Aust Households Aust Population
23A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 2.1 10.2
SES C 10.9 53.9
SES D 22.3 111.5
SES E 31.9 160.7
SES FG 32.9 167.0
Melbourne
Lifecycle Stage
Living at Home 6.1 58.5
Young Independents 14.1 107.9
Young Families 8.1 74.2
Middle Aged Families 8.1 60.7
Mature Families 9.7 58.8
Mature Independents 19.3 121.5
Early Seniors 17.6 153.3
Late Seniors 16.9 206.3
Tenure Type
Own 36.2 113.7
Mortgage 18.5 52.9
Noosa Rent 41.2 127.5
Other 4.1 504.3
Other Characteristics
4+ Bedrooms 14.2 43.8
Flat 4+ Storeys 7.2 145.5
Different Address 5 Yrs Ago 49.3 115.0
Use Public Transport 10.6 83.5
Both Parents Born Overseas 39.3 106.3
Work in Agriculture 1.7 68.9
Attend University F/T 2.3 68.1
Lone Parent Families 17.0 107.2
Top 5 NESB Languages
Other Languages 7.1 106.5
Other Segments within Group J Indian & Other South Asian 4.8 160.9
35 Empty Nest & Retirement 38 Blue Collar Mixed Multicultural Arabic & Other Middle Eastern 2.4 128.7
41 Low Status Mixed Urban Vietnamese & Other South East Asian 2.2 87.8
Chinese 2.2 54.9
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Low Status Urban
Low socioeconomic status groups liv ing in urban and suburban areas.
Tend to older lifecycle stages with many liv ing in regional cities.
Able to Save Money Most Weeks
Just Break Even Most Weeks
Sought Assistance Welfare/Community Orgs
Couldn't Raise Emergency $2K in Week
Income From Govt Pensions/Allowances
9.9%
10.9%
11.8%
16.5%
22.6%
Grey Power
Survivors
IndependentsdebtStars
Boomers
True BluesGrey Power
Survivors
Boomers
True Blues
0.4%
0.6%
1.8%
7.2%
6.2%
30.5%
17.7%
35.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Coffee
Magazines and Comics
Frozen Prepared Meals
Fixed Telephone Account
Optical Fees
Medicines and Pharmaceutical Products
Condiments and Spreads
Travel Insurance Payments
Green Fees
Lotto Type Games and Instant Lottery
Prescriptions
Lottery Tickets
Rent Payments
Newspapers
Body Corporate Payments: Main Residence
59.3%
28.1%
10.8%
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JGroup
6.4% 5.0%Aust Households Aust Population
24A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.4
SES C 0.7 3.3
SES D 4.6 23.1
SES E 20.0 100.7
SES FG 74.7 379.0
Sydney
Lifecycle Stage
Living at Home 9.6 90.9
Young Independents 8.2 62.6
Young Families 11.3 102.9
Middle Aged Families 10.5 78.8
Mature Families 13.7 83.0
Mature Independents 19.9 124.8
Early Seniors 15.2 132.8
Late Seniors 11.6 142.0
Tenure Type
Own 34.3 107.7
Mortgage 26.3 75.0
Melbourne Rent 38.8 120.1
Other 0.6 79.5
Other Characteristics
4+ Bedrooms 19.1 59.0
Flat 4+ Storeys 0.8 16.5
Different Address 5 Yrs Ago 37.7 87.8
Use Public Transport 4.2 32.9
Both Parents Born Overseas 24.3 65.7
Work in Agriculture 5.4 212.5
Attend University F/T 1.2 34.0
Lone Parent Families 24.8 156.7
Top 5 NESB Languages
Other Languages 4.6 69.2
Other Segments within Group K Vietnamese & Other South East Asian 3.5 137.1
47 Retirement Liv ing 48 Small Town Battler Australian Indigenous Languages 1.7 623.9
49 Established Asian 50 Low Status Rural Fringe Chinese 1.3 31.7
51 Family Battlers 52 Small Town Blue Collar Suburban Indian & Other South Asian 1.1 37.4
53 Prov incial Distress 54 Indigenous
55 Suburban Distress
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Disadvantaged
Low socioeconomic groups of mixed lifecycle stages, many liv ing in
welfare housing, often in regional and provincial areas. Live in
disadvantaged circumstances characterized by financial distress.
Spend More Than Receive Each Week
Just Break Even Most Weeks
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
4.4%
13.5%
15.2%
26.0%
32.6%Slender MeanzGrey Power
SurvivorsBoomers
True Blues
Struggleville
Twixters
debtStars
S plendour
0.0%
0.8%
6.1%
7.6%
10.7%
21.8%
21.9%
31.1%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Electricity and Mains: Main Residence
Optical Fees
Delicatessen
Coffee
Fixed Telephone Account
Soft Drinks
Vehicle Tyres and Tubes
Prescriptions
Pet Food
Lotto Type Games and Instant Lottery
Frozen Prepared Meals
Off Licence Beer Consumption
Newspapers
Vehicle Oils & Lubricants
Cigarettes and Tobacco
30.6%
39.8%
24.6%
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KGroup
15.0% 13.6%Aust Households Aust Population
25A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoSmart
55 SegmentThumbnails
26A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoSmart 55 Segments …
27A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
PrestigeMature families in elite suburban areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 97.6 480.9
SES C 2.1 10.6
SES D 0.2 1.1
SES E 0.0 0.1
SES FG 0.0 0.0
Lifecycle Stage
Living at Home 14.1 134.5
Young Independents 5.8 44.1
Young Families 4.3 39.2
Middle Aged Families 14.7 109.6
Mature Families 28.6 173.1
Mature Independents 12.0 75.2
Early Seniors 12.2 106.8
Late Seniors 8.3 101.5
Tenure Type
Own 47.6 149.2
Mortgage 38.1 108.8
Rent 14.0 43.3
Other 0.3 41.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 61.1 188.7
NSW: Balgowlah Heights, Riverv iew 1 Flat 4+ Storeys 0.7 14.8
VIC: Canterbury, Ivanhoe East 2 Different Address 5 Yrs Ago 36.8 85.9
QLD: Chelmer, Pullenvale 3 Use Public Transport 20.0 158.0
SA: Unley Park, Netherby 4 Both Parents Born Overseas 38.4 103.8
WA: Dalkeith, Peppermint Grove 5 Work in Agriculture 0.4 14.6
ACT: Red Hill, Deakin 6 Attend University F/T 5.5 158.3
7 Lone Parent Families 8.9 56.0
Other Segments within Group A 8
5 Desirable Suburban Top 5 NESB Languages
4 Mature Affluent Suburban Chinese 6.7 170.1
Other Languages 5.4 81.5
Greek 1.3 127.4
Indian & Other South Asian 1.1 38.4
Italian 1.0 86.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent mature families in prestigious suburban areas. Have
highest individual and household incomes and live in large houses with
older children (5+ bedrooms, 4+ persons). Graduated with Bachelor or
Postgraduate degrees and work in Professional or Managerial
occupations. High levels of home ownership, financial assets and
discretionary spending. Second property purchases and outstanding
loan balances.
Net Wealth of Household
Loan Balance: Other Property
Value of Residential Property
Value of Non-Residential Property
Value of Shares, Bonds and Trusts
3.6%
4.1%
17.2%
28.8%
46.2%R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Crusaders
CrusadersR ockafellas
Achievers
A1
2.8%
0.0%
0.0%
10.6%
1.7%
8.3%
25.2%
51.4%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Taxis
Home Improvements
Other Property Payments
On Licence Wine Consumption
Holidays: Overseas
Household Furnishings
Books
Donations to Charities
Parking Costs
Physiotherapy Fees
Sickness and Personal Accident Insurance
Clothing Repairs and Dry Cleaning
Gardening Services
Housekeeping and Cleaning Services
Private/Independent School Fees
1.2% 1.4%
99.4%
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28A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
High Status UrbanExclusive medium density areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 90.1 443.9
SES C 9.3 46.2
SES D 0.5 2.5
SES E 0.0 0.2
SES FG 0.0 0.1
Lifecycle Stage
Living at Home 6.3 60.4
Young Independents 25.3 193.9
Young Families 6.6 60.6
Middle Aged Families 13.6 102.1
Mature Families 15.1 91.2
Mature Independents 16.0 100.4
Early Seniors 10.0 87.3
Late Seniors 7.0 85.4
Tenure Type
Own 31.2 97.9
Mortgage 30.3 86.4
Rent 38.2 118.2
Other 0.3 43.2
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 16.6 51.4
NSW: Birchgrove, Balmain 1 Flat 4+ Storeys 10.6 214.9
VIC: Middle Park, Albert Park 2 Different Address 5 Yrs Ago 49.1 114.5
3 Use Public Transport 33.1 260.9
Other Segments within Group B 4 Both Parents Born Overseas 41.3 111.7
3 High Status High Density 5 Work in Agriculture 0.2 6.8
6 Attend University F/T 3.4 98.8
7 Lone Parent Families 11.7 74.1
8
Top 5 NESB Languages
Other Languages 7.9 119.5
Chinese 3.1 78.0
Greek 1.6 162.5
Italian 1.6 141.3
Vietnamese & Other South East Asian 1.0 40.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent, medium density urban areas with high individual and
household incomes. Many young independents and affluent empty
nesters. Use public transport. Graduated with Bachelor or Postgraduate
degrees and work in Professional or Managerial occupations. High
disposable incomes, investable assets, outstanding loan balances and
discretionary spending.
Income From Wages
Net Wealth of Household
Loan Balance: Other Property
Value of Shares, Bonds and Trusts
Value of Residential Property
1.6%
5.2%
28.8%
32.0%
32.2%
Crusaders
Fortunats
Achievers
Crusaders
R ockafellas
Achievers
Crusaders
R ockafellas
Achievers
B2
0.7%
0.2%
0.0%
0.5%
0.0%
1.7%
16.2%
80.6%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Private/Independent School Fees
Hairdressing
Holidays: Overseas
Parking Costs
Meals in Restaurants, Hotels, Clubs etc.
Formal Child Care Services
Off Licence Wine Consumption
Public Transport
Physiotherapy Fees
Housekeeping and Cleaning Services
Other Property Payments
Clothing Repairs and Dry Cleaning
Body Corporate Payments: Main Residence
Taxis
On Licence Wine Consumption
1.3% 1.2%
99.8%
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29A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
High Status High DensityExclusive higher density areas in major capital cities
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 89.1 439.2
SES C 10.2 50.4
SES D 0.6 3.1
SES E 0.0 0.2
SES FG 0.0 0.1
Lifecycle Stage
Living at Home 2.6 25.2
Young Independents 45.2 347.1
Young Families 5.3 48.1
Middle Aged Families 6.9 51.5
Mature Families 6.3 38.0
Mature Independents 18.9 118.4
Early Seniors 8.9 77.9
Late Seniors 5.9 72.2
Tenure Type
Own 23.1 72.6
Mortgage 22.8 65.0
Rent 53.8 166.5
Other 0.3 39.1
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 2.9 9.1
NSW: Milsons Point, Elizabeth Bay 1 Flat 4+ Storeys 77.3 1563.0
VIC: Port Melbourne, East Melbourne 2 Different Address 5 Yrs Ago 66.7 155.6
QLD: Newstead, Teneriffe 3 Use Public Transport 35.4 279.6
ACT: Barton, Kingston 4 Both Parents Born Overseas 51.9 140.2
5 Work in Agriculture 0.2 7.7
Other Segments within Group B 6 Attend University F/T 3.8 110.1
2 High Status Urban 7 Lone Parent Families 8.1 51.3
8
Top 5 NESB Languages
Other Languages 9.8 148.0
Chinese 7.0 176.7
Vietnamese & Other South East Asian 2.0 76.9
Indian & Other South Asian 1.8 61.7
Arabic & Other Middle Eastern 1.2 62.7
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent young independents in high density areas. Have high
individual and household incomes. Live in flats (4+ storeys with 1-2
bedrooms) with high residential mobility and usage of public transport.
Low religious affiliation and culturally diverse. Graduated with Bachelor or
Postgraduate degrees and work in Professional or Managerial
occupations. High disposable incomes, investable assets and
discretionary lifestyle spend.
Total Income From All Sources
Income From Wages
Value of Shares, Bonds and Trusts
Loan Balance: Other Property
Value of Residential Property
0.0%
0.3%
2.6%
36.4%
60.7%Crusaders
Crusaders
Fortunats
Achievers
R ockafellas
Achievers
Crusaders
Grey Power
Survivors
B3
2.9%
0.0%
0.0%
4.1%
0.0%
9.6%
17.9%
65.6%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Personal Care Services
Holidays: Overseas
Housekeeping and Cleaning Services
Parking Costs
On Licence Beer Consumption
Other Property Payments
Women's Footwear
Meals in Restaurants, Hotels, Clubs etc.
Gym and Health Club Fees
Public Transport
Rent Payments
Clothing Repairs and Dry Cleaning
Taxis
On Licence Wine Consumption
Body Corporate Payments: Main Residence
0.9% 0.7%
100.0%
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30A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Mature Affluent SuburbanMature affluent households in medium density housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 85.1 419.4
SES C 13.6 67.3
SES D 1.1 5.7
SES E 0.1 0.6
SES FG 0.0 0.2
Lifecycle Stage
Living at Home 10.7 101.3
Young Independents 12.5 96.3
Young Families 6.0 54.6
Middle Aged Families 12.6 93.9
Mature Families 20.0 121.2
Mature Independents 15.0 94.2
Early Seniors 13.0 113.1
Late Seniors 10.2 124.9
Tenure Type
Own 42.2 132.3
Mortgage 31.3 89.4
Rent 25.7 79.7
Other 0.8 95.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 33.2 102.5
NSW: Austinmer, Bar Beach 1 Flat 4+ Storeys 2.2 44.5
VIC: Black Rock, Caulfield South 2 Different Address 5 Yrs Ago 40.5 94.4
QLD: Fairfield 3 Use Public Transport 16.2 128.0
SA: Torrens Park, Toorak Gardens 4 Both Parents Born Overseas 36.0 97.4
WA: North Fremantle, Claremont 5 Work in Agriculture 0.4 15.5
TAS: Taroona, Sandy Bay 6 Attend University F/T 5.6 163.2
ACT: Yarralumla, I saacs 7 Lone Parent Families 11.5 72.9
8
Other Segments within Group A Top 5 NESB Languages
5 Desirable Suburban Other Languages 5.8 87.1
1 Prestige Chinese 4.9 123.4
Greek 1.8 184.8
Italian 1.5 130.4
Indian & Other South Asian 1.5 49.4
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent mature family and post-family households. Medium
density suburban areas with high household and individual incomes.
Work in Professional or Managerial occupations. Home ownership,
financial assets and discretionary spending. Investment property
purchases and outstanding loan balances.
Net Wealth of Household
Loan Balance: Other Property
Value of Superannuation Accounts
Value of Residential Property
Value of Shares, Bonds and Trusts
4.7%
11.8%
14.5%
33.0%
35.3%
Crusaders
Fortunats
Achievers
R ockafellas
AchieversCrusadersCrusaders
R ockafellas
Achievers
A4
9.4%
0.2%
2.9%
15.0%
15.9%
6.3%
44.0%
6.4%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Household Furnishings
Tertiary Education Fees
General Practitioner Doctor's Fees
Animal Care and Grooming
Sickness and Personal Accident Insurance
Donations to Charities
Other Property Payments
Books
Physiotherapy Fees
Clothing Repairs and Dry Cleaning
Parking Costs
Gardening Services
On Licence Wine Consumption
Private/Independent School Fees
Housekeeping and Cleaning Services
2.1% 2.0%
96.6%
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31A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Desirable SuburbanProfessionals & managers in desirable suburban areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 86.0 423.6
SES C 12.8 63.5
SES D 1.1 5.4
SES E 0.1 0.5
SES FG 0.0 0.1
Lifecycle Stage
Living at Home 11.8 112.2
Young Independents 7.1 54.7
Young Families 7.8 71.1
Middle Aged Families 19.5 146.1
Mature Families 23.8 143.9
Mature Independents 13.5 84.6
Early Seniors 9.7 84.8
Late Seniors 6.8 82.4
Tenure Type
Own 36.5 114.5
Mortgage 46.1 131.7
Rent 17.2 53.2
Other 0.2 24.1
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 48.5 149.8
NSW: Como, North Balgowlah 1 Flat 4+ Storeys 0.1 2.1
VIC: North Warrandyte, Newport 2 Different Address 5 Yrs Ago 35.9 83.8
QLD: Grange, Bardon 3 Use Public Transport 16.2 127.9
SA: Craigburn Farm, Colonel Light Gardens 4 Both Parents Born Overseas 31.1 84.1
WA: Mount Hawthorn, Kensington 5 Work in Agriculture 0.2 9.0
NT: Desert Springs 6 Attend University F/T 3.9 113.7
ACT: Duffy, Torrens 7 Lone Parent Families 10.7 67.5
8
Other Segments within Group A Top 5 NESB Languages
4 Mature Affluent Suburban Other Languages 5.4 81.8
1 Prestige Chinese 2.9 72.6
Italian 1.0 91.2
Indian & Other South Asian 1.0 34.7
Greek 0.9 93.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent middle-aged and mature families in suburban areas.
Have high household and individual incomes and live in large houses (5+
bedrooms, 4+ persons). Graduated with Bachelor or Postgraduate
degrees and work in Professional or Managerial occupations. Financial
assets, outstanding debt and discretionary spending.
Loan Balance: Main Residence
Total Household Debt
Value of Residential Property
Loan Balance: Other Property
Value of Shares, Bonds and Trusts
4.4%
8.7%
14.1%
25.7%
47.0%R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Crusaders
R ockafellas
Achievers
Crusaders
A5
4.7%
0.3%
0.2%
11.1%
2.6%
30.0%
18.6%
32.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Donations to Charities
Clothing Repairs and Dry Cleaning
Household Furnishings
Books
Mortgage Repayments
Cultural Activities
Home Improvements
Gardening Services
Catholic School Fees
Parking Costs
Sickness and Personal Accident Insurance
Physiotherapy Fees
Formal Child Care Services
Private/Independent School Fees
Housekeeping and Cleaning Services
1.8% 2.1%
97.7%
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32A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Established High Status FamilyAffluent established households in stable suburban areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 84.8 417.6
SES C 13.7 67.9
SES D 1.4 6.8
SES E 0.1 0.7
SES FG 0.0 0.1
Lifecycle Stage
Living at Home 15.8 150.2
Young Independents 3.5 27.1
Young Families 5.2 47.7
Middle Aged Families 13.5 100.9
Mature Families 27.4 165.7
Mature Independents 14.9 93.5
Early Seniors 12.8 111.8
Late Seniors 6.8 83.4
Tenure Type
Own 46.9 147.3
Mortgage 43.6 124.4
Rent 9.3 28.8
Other 0.2 24.5
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 71.3 220.3
NSW: Burraneer, Glenhaven 1 Flat 4+ Storeys 0.1 1.3
VIC: Park Orchards, Beaumaris 2 Different Address 5 Yrs Ago 32.0 74.6
QLD: Bunya, Samford Valley 3 Use Public Transport 10.7 84.5
SA: Tusmore 4 Both Parents Born Overseas 34.6 93.4
WA: I luka, Menora 5 Work in Agriculture 0.4 15.7
ACT: Fadden, Nicholls 6 Attend University F/T 4.6 133.4
7 Lone Parent Families 8.1 51.4
Other Segments within Group C 8
14 Affluent Family Top 5 NESB Languages
9 Multicultural Family Achiever Other Languages 4.6 69.5
8 Affluent Multicultural Chinese 3.4 85.6
Italian 1.4 121.7
Greek 1.2 121.8
Indian & Other South Asian 1.1 38.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent mature families in suburban areas. Have high
household and individual incomes and live in large houses with older
children (5+ bedrooms, 4+ persons). Graduated with Bachelor or
Postgraduate degrees and work in Professional or Managerial
occupations. High levels of home ownership, financial assets and
discretionary spending. Investment property purchases and outstanding
loan balances.
Home Equity
Value of Superannuation Accounts
Loan Balance: Other Property
Value of Shares, Bonds and Trusts
Value of Residential Property
1.0%
5.7%
19.1%
30.3%
43.5%R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Crusaders
R ockafellas
Achievers
Crusaders
C6
4.1%
0.3%
0.0%
17.8%
3.1%
19.9%
15.7%
39.1%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Parking Costs
Accident and Health Insurance
Holidays: Australia
Holidays: Overseas
Cultural Activities
Clothing Repairs and Dry Cleaning
Household Furnishings
Green Fees
Home Improvements
Physiotherapy Fees
Catholic School Fees
Sickness and Personal Accident Insurance
Gardening Services
Housekeeping and Cleaning Services
Private/Independent School Fees
1.4% 1.6%
96.8%
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33A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Urban BohemianAffluent young people living in near-cbd medium density housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 76.3 375.8
SES C 20.2 100.1
SES D 3.3 16.4
SES E 0.2 1.0
SES FG 0.0 0.2
Lifecycle Stage
Living at Home 4.0 38.1
Young Independents 48.0 368.3
Young Families 6.7 60.9
Middle Aged Families 8.1 60.6
Mature Families 7.8 47.1
Mature Independents 14.5 91.3
Early Seniors 6.3 54.7
Late Seniors 4.6 56.6
Tenure Type
Own 19.6 61.4
Mortgage 23.7 67.6
Rent 56.4 174.7
Other 0.4 43.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 7.5 23.2
NSW: Bondi Beach, Enmore (Inner West) 1 Flat 4+ Storeys 15.1 304.4
VIC: Cremorne, Carlton North 2 Different Address 5 Yrs Ago 61.0 142.2
QLD: New Farm 3 Use Public Transport 37.9 299.0
WA: Leederv ille, Highgate 4 Both Parents Born Overseas 43.9 118.6
ACT: Braddon, Turner 5 Work in Agriculture 0.2 6.9
6 Attend University F/T 5.6 164.0
Other Segments within Group E 7 Lone Parent Families 10.7 67.3
17 Multicultural Urban Lifestyle 8
11 High Density Urban Top 5 NESB Languages
10 Desirable Urban Other Languages 8.7 131.3
Chinese 3.3 82.7
Vietnamese & Other South East Asian 2.1 83.7
Greek 1.7 174.1
Italian 1.6 142.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent, young non-family households. CBD-fringe areas made
up of low and high-rise flats. Rent, have high residential mobility and use
public transport. Low religious affiliation. Graduated or studying Bachelor
degrees. Work in Professional occupations. High disposable incomes,
investable assets and discretionary lifestyle spend.
Total Income From All Sources
Value of Residential Property
Income From Other Regular Sources
Income From Wages
Outstanding Loan Balance: HECS
0.7%
1.5%
6.3%
24.5%
66.0%Crusaders
Crusaders
Fortunats
Achievers
R ockafellas
AchieversGrey Power
SurvivorsIndependents
E7
2.9%
0.1%
0.1%
1.4%
0.1%
3.2%
46.5%
45.7%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Off Licence Wine Consumption
Other Property Payments
Parking Costs
Personal Care Services
Meals in Restaurants, Hotels, Clubs etc.
Clothing Repairs and Dry Cleaning
Rent Payments
Tertiary Education Fees
On Licence Beer Consumption
Public Transport
On Licence Spirits Consumption
Body Corporate Payments: Main Residence
Gym and Health Club Fees
Taxis
On Licence Wine Consumption
2.1% 1.7%
99.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
34A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Affluent MulticulturalAffluent multicultural families.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 68.6 337.9
SES C 27.2 134.7
SES D 3.8 19.1
SES E 0.4 1.8
SES FG 0.0 0.1
Lifecycle Stage
Living at Home 17.4 165.4
Young Independents 6.3 48.7
Young Families 6.0 54.7
Middle Aged Families 13.4 100.1
Mature Families 27.1 163.6
Mature Independents 11.0 68.9
Early Seniors 11.6 101.3
Late Seniors 7.3 88.5
Tenure Type
Own 45.9 144.1
Mortgage 38.9 110.9
Rent 15.0 46.5
Other 0.2 27.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 66.0 203.7
NSW: Bella Vista, Cherrybrook 1 Flat 4+ Storeys 1.0 21.2
VIC: Balwyn North, Vermont South 2 Different Address 5 Yrs Ago 33.3 77.7
QLD: Stretton, Kuraby 3 Use Public Transport 21.1 166.1
SA: Wattle Park 4 Both Parents Born Overseas 62.4 168.7
WA: Winthrop, Waterford 5 Work in Agriculture 0.2 6.7
6 Attend University F/T 6.4 186.3
Other Segments within Group C 7 Lone Parent Families 10.9 68.9
14 Affluent Family 8
9 Multicultural Family Achiever Top 5 NESB Languages
6 Established High Status Family Chinese 22.9 579.3
Other Languages 8.0 120.1
Indian & Other South Asian 5.6 190.1
Vietnamese & Other South East Asian 2.6 100.8
Arabic & Other Middle Eastern 2.2 117.2
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent mature families in suburban areas with a strong North
East Asian/multicultural influence. Have high household incomes and
large houses (4+ bedrooms, 4+ persons, 2 motor vehicles). When speak
another language much more likely to speak English well or very well.
Graduated with Bachelor degrees and work in Professional occupations.
Home ownership, financial assets and discretionary spending. Second
property purchases and outstanding loan balances.
Home Equity
Value of Shares, Bonds and Trusts
Loan Balance: Other Property
Value of Non-Residential Property
Value of Residential Property
4.4%
9.9%
20.6%
22.9%
35.9%R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Crusaders
R ockafellas
Achievers
Crusaders
C8
0.2%
0.0%
0.0%
7.9%
0.8%
7.6%
33.0%
50.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Pasta and Rice
Other Property Payments
Accountant and tax agent fees
Physiotherapy Fees
Holidays: Overseas
Fish and Seafood
Women's Footwear
Public Transport
Cultural Activities
Public School Fees
Travel Goods, Handbags, Umbrellas etc.
Tertiary Education Fees
Gardening Services
Housekeeping and Cleaning Services
Private/Independent School Fees
1.0% 1.3%
100.0%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
35A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Multicultural Family AchieverYoung families from diverse cultural backgrounds living in outerlying suburbs.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 58.8 289.9
SES C 33.4 165.3
SES D 6.8 33.8
SES E 1.0 4.9
SES FG 0.1 0.3
Lifecycle Stage
Living at Home 13.8 131.4
Young Independents 7.3 56.0
Young Families 14.1 128.6
Middle Aged Families 25.1 187.9
Mature Families 22.3 134.9
Mature Independents 9.3 58.4
Early Seniors 5.6 49.0
Late Seniors 2.5 29.9
Tenure Type
Own 18.5 58.2
Mortgage 62.1 177.1
Rent 19.2 59.5
Other 0.2 22.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 76.1 235.1
NSW: Glenwood, Kellyv ille Ridge 1 Flat 4+ Storeys 0.4 7.8
VIC: Waterways, Point Cook 2 Different Address 5 Yrs Ago 48.8 113.8
QLD: Heathwood, Rochedale 3 Use Public Transport 15.4 121.8
WA: Darch, Southern River 4 Both Parents Born Overseas 57.9 156.5
ACT: Forde, Harrison 5 Work in Agriculture 0.3 11.2
6 Attend University F/T 3.9 113.1
Other Segments within Group C 7 Lone Parent Families 9.7 61.5
14 Affluent Family 8
8 Affluent Multicultural Top 5 NESB Languages
6 Established High Status Family Indian & Other South Asian 10.7 361.9
Other Languages 10.2 154.4
Chinese 7.9 199.5
Vietnamese & Other South East Asian 4.6 180.6
Arabic & Other Middle Eastern 2.6 141.2
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent families in outerlying suburban areas with a strong
multicultural influence. Have high household incomes and live in large
houses currently being purchased (4+ bedrooms, 4+ persons). Graduated
with Bachelor degrees. High levels of debt, high cost of living expenses
and low discretionary spending.
Loan Balance: Other Property
Total Interest Repayments
Total Household Debt
Mortgage Interest Repayments
Loan Balance: Main Residence
6.4%
10.3%
15.2%
29.9%
30.2%
R ockafellas
Achievers
R ockafellas
Achievers
Crusaders
Crusaders
Fortunats
Achievers
Twixters
S plendourS uburban
C9
10.8%
0.1%
0.0%
12.7%
0.5%
11.7%
21.6%
42.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Household and Personal Payments
Sickness and Personal Accident Insurance
Public School Fees
Baby Food and Nappies
Children's Clothing
Other Property Payments
Pasta and Rice
Toys
Housekeeping and Cleaning Services
Home Improvements
Parking Costs
Catholic School Fees
Private/Independent School Fees
Mortgage Repayments
Formal Child Care Services
0.9% 1.2%
99.7%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
36A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Desirable UrbanAffluent non-family households in medium-density housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 54.3 267.3
SES C 33.8 167.3
SES D 10.7 53.5
SES E 1.2 5.8
SES FG 0.1 0.6
Lifecycle Stage
Living at Home 7.6 72.0
Young Independents 26.9 206.9
Young Families 9.2 84.1
Middle Aged Families 12.0 89.8
Mature Families 13.1 79.1
Mature Independents 15.5 97.2
Early Seniors 8.7 75.6
Late Seniors 7.0 85.8
Tenure Type
Own 26.9 84.4
Mortgage 29.5 84.3
Rent 43.1 133.6
Other 0.4 53.7
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 15.5 47.8
NSW: Newcastle East, Tempe 1 Flat 4+ Storeys 6.3 126.3
VIC: South Kingsv ille, Thornbury 2 Different Address 5 Yrs Ago 51.2 119.5
QLD: Hawthorne, Balmoral 3 Use Public Transport 22.5 177.5
SA: Forestv ille, Wayville 4 Both Parents Born Overseas 41.6 112.3
WA: Como, Fremantle 5 Work in Agriculture 0.3 10.2
TAS: Dynnyrne, West Hobart 6 Attend University F/T 5.6 162.9
NT: Parap, Larrakeyah 7 Lone Parent Families 14.2 89.8
ACT: Downer, Chifley 8
Top 5 NESB Languages
Other Segments within Group E Other Languages 7.6 114.3
17 Multicultural Urban Lifestyle Chinese 4.1 103.8
11 High Density Urban Indian & Other South Asian 2.6 87.3
7 Urban Bohemian Greek 2.5 251.5
Vietnamese & Other South East Asian 2.3 88.8
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent young and older non-family households. Have high
individual incomes and live in urban areas made up of semi-detached
and low-rise flats. Rent, have high residential mobility and use public
transport. Low religious affiliation. Graduated or studying Bachelor or
Postgraduate degrees, work in Professional occupations. High disposable
incomes, student debt and discretionary spending.
Value of Shares, Bonds and Trusts
Value of Residential Property
Loan Balance: Other Property
Income From Other Regular Sources
Outstanding Loan Balance: HECS
6.8%
10.7%
13.9%
22.7%
31.8%Crusaders
Crusaders
Fortunats
Achievers
R ockafellas
Achievers
R ockafellas
Achievers
Grey Power
Survivors
E10
4.6%
1.9%
1.7%
15.4%
9.3%
15.0%
36.2%
15.9%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Meals in Restaurants, Hotels, Clubs etc.
Books
Other Property Payments
Public Transport
Rent Payments
Clothing Repairs and Dry Cleaning
Housekeeping and Cleaning Services
Physiotherapy Fees
Tertiary Education Fees
Taxis
Parking Costs
Gym and Health Club Fees
Body Corporate Payments: Main Residence
On Licence Spirits Consumption
On Licence Wine Consumption
2.9% 2.6%
95.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
37A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
High Density UrbanAffluent young persons living in high rise housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 53.5 263.8
SES C 28.1 139.1
SES D 14.6 73.2
SES E 3.3 16.6
SES FG 0.4 2.2
Lifecycle Stage
Living at Home 2.8 26.8
Young Independents 64.8 497.6
Young Families 6.4 58.1
Middle Aged Families 5.1 38.0
Mature Families 4.2 25.3
Mature Independents 10.8 68.0
Early Seniors 3.6 31.4
Late Seniors 2.3 28.1
Tenure Type
Own 10.3 32.2
Mortgage 20.1 57.5
Rent 69.2 214.3
Other 0.4 49.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 1.5 4.7
NSW: Wolli Creek, Wentworth Point 1 Flat 4+ Storeys 80.7 1630.9
VIC: Docklands, Southbank 2 Different Address 5 Yrs Ago 80.0 186.6
QLD: Fortitude Valley, Bowen Hills 3 Use Public Transport 38.7 305.7
WA: Northbridge, Perth 4 Both Parents Born Overseas 68.4 184.8
ACT: City, Braddon 5 Work in Agriculture 0.1 5.4
6 Attend University F/T 11.0 320.8
Other Segments within Group E 7 Lone Parent Families 8.0 50.8
17 Multicultural Urban Lifestyle 8
10 Desirable Urban Top 5 NESB Languages
7 Urban Bohemian Chinese 16.2 409.7
Other Languages 13.1 198.0
Vietnamese & Other South East Asian 5.9 233.5
Indian & Other South Asian 3.7 123.3
Arabic & Other Middle Eastern 2.0 108.2
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Affluent young independents in high-density households with a
strong multicultural influence. Rent in flats (4+ storeys with 1-2 bedrooms)
with high residential mobility and usage of public transport. When speak
another language much more likely to speak English well or very well.
Graduated or studying Bachelor degrees, work in Professional
occupations. High disposable incomes, student debt and discretionary
lifestyle spend.
Credit Card Interest Payments
Able to Save Money Most Weeks
Income From Wages
Outstanding Loan Balance: HECS
Income From Other Regular Sources
1.9%
2.4%
12.5%
15.5%
65.3%Crusaders
Independents
Crusaders
Fortunats
Achievers
Grey Power
Survivors
debtStars
Boomers
True Blues
E11
3.9%
0.7%
0.0%
6.8%
0.8%
11.3%
33.3%
43.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Takeaway Coffee
Personal Care Services
Mobile Phones
Clothing Repairs and Dry Cleaning
Parking Costs
Meals in Restaurants, Hotels, Clubs etc.
On Licence Spirits Consumption
Public Transport
Gym and Health Club Fees
On Licence Wine Consumption
On Licence Beer Consumption
Taxis
Rent Payments
Body Corporate Payments: Main Residence
Tertiary Education Fees
1.4% 1.1%
99.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
38A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Cosmopolitan SuburbanEstablished multicultural suburban areas in Sydney & Melbourne.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 41.6 205.0
SES C 41.0 203.2
SES D 15.1 75.5
SES E 2.2 11.1
SES FG 0.1 0.5
Lifecycle Stage
Living at Home 13.1 125.0
Young Independents 8.0 61.7
Young Families 7.6 69.3
Middle Aged Families 15.4 115.0
Mature Families 21.8 131.5
Mature Independents 12.7 79.5
Early Seniors 11.3 98.5
Late Seniors 10.1 123.6
Tenure Type
Own 41.9 131.4
Mortgage 38.0 108.4
Rent 19.8 61.4
Other 0.3 37.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 35.5 109.5
NSW: Picnic Point, Concord West 1 Flat 4+ Storeys 0.3 6.1
VIC: Essendon West, Bentleigh East 2 Different Address 5 Yrs Ago 32.1 74.9
SA: Sefton Park, Vale Park 3 Use Public Transport 17.0 134.0
WA: Bedford 4 Both Parents Born Overseas 41.9 113.3
ACT: McKellar 5 Work in Agriculture 0.2 6.0
6 Attend University F/T 3.8 110.8
Other Segments within Group D 7 Lone Parent Families 13.2 83.4
16 High Status Suburban 8
15 Better off Mature Communities Top 5 NESB Languages
13 High Status Multicultural Suburban Other Languages 7.1 106.9
Chinese 4.9 124.1
Italian 4.5 397.5
Greek 3.9 388.1
Arabic & Other Middle Eastern 2.1 116.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Well-off older families in suburban households with a strong
Italian/Southern European influence. Have high household incomes
medium-sized houses (3 bedrooms). Graduated with Bachelor degrees,
work in Professional or Managerial occupations. High levels of home
ownership, financial assets and discretionary spending.
Value of Shares, Bonds and Trusts
Loan Balance: Other Property
Value of Residential Property
Value of Property: Main Residence
Home Equity
12.0%
13.7%
16.4%
18.8%
19.1%R ockafellas
Achievers
R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Crusaders
Grey Power
Survivors
D12
0.7%
0.1%
0.0%
5.7%
10.0%
1.6%
40.5%
41.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Children's Clothing
Books
Private/Independent School Fees
Toys
Clothing Repairs and Dry Cleaning
Formal Child Care Services
Other Property Payments
Cultural Activities
Sickness and Personal Accident Insurance
On Licence Wine Consumption
Gardening Services
Parking Costs
Physiotherapy Fees
Housekeeping and Cleaning Services
Catholic School Fees
1.7% 1.8%
99.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
39A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
High Status Multicultural SuburbanMid status suburban households from multicultural backgrounds.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 32.9 162.1
SES C 44.3 219.6
SES D 19.6 98.1
SES E 3.0 15.4
SES FG 0.1 0.6
Lifecycle Stage
Living at Home 13.3 126.1
Young Independents 11.0 84.2
Young Families 8.7 79.6
Middle Aged Families 15.1 113.1
Mature Families 20.6 124.8
Mature Independents 11.5 72.3
Early Seniors 10.9 94.8
Late Seniors 8.9 108.6
Tenure Type
Own 37.3 117.1
Mortgage 35.4 100.9
Rent 26.8 83.1
Other 0.5 58.5
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 37.0 114.2
NSW: Dundas Valley, North Ryde 1 Flat 4+ Storeys 1.3 26.9
VIC: Forest Hill, Blackburn North 2 Different Address 5 Yrs Ago 39.2 91.5
QLD: Mansfield, Wishart 3 Use Public Transport 21.0 166.0
SA: Linden Park 4 Both Parents Born Overseas 58.5 158.1
WA: Riverton, Willetton 5 Work in Agriculture 0.1 5.8
6 Attend University F/T 5.1 149.5
Other Segments within Group D 7 Lone Parent Families 14.3 90.5
16 High Status Suburban 8
15 Better off Mature Communities Top 5 NESB Languages
12 Cosmopolitan Suburban Chinese 17.6 444.0
Other Languages 8.9 133.9
Indian & Other South Asian 5.6 189.2
Vietnamese & Other South East Asian 3.2 125.6
Arabic & Other Middle Eastern 2.6 141.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Well-off older families in suburban households with a strong
Chinese/multicultural influence. Year 12 and above educational
attainment, working in Professional occupations. Both parents born
overseas. Above-average levels of home ownership. Property investments
and debt.
Income From Other Regular Sources
Value of Property: Main Residence
Home Equity
Value of Residential Property
Loan Balance: Other Property
11.7%
12.8%
13.2%
13.2%
18.6%
R ockafellas
Achievers
Grey Power
Survivors
Crusaders
R ockafellas
Achievers
Twixters
S plendourS uburban
D13
0.6%
0.2%
0.0%
10.9%
1.6%
6.6%
46.8%
33.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Private/Independent School Fees
Meals in Restaurants, Hotels, Clubs etc.
Physiotherapy Fees
Toys
Parking Costs
Other Property Payments
Gardening Services
Fish and Seafood
Cultural Activities
Travel Goods, Handbags, Umbrellas etc.
Women's Footwear
Public Transport
Pasta and Rice
Tertiary Education Fees
Public School Fees
1.8% 1.9%
99.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
40A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Affluent FamilyBetter-off families in large mortgaged houses.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 31.9 157.1
SES C 48.8 241.7
SES D 16.1 80.7
SES E 3.0 15.0
SES FG 0.2 1.1
Lifecycle Stage
Living at Home 16.7 159.3
Young Independents 3.5 27.1
Young Families 7.3 67.0
Middle Aged Families 15.2 113.4
Mature Families 27.2 164.4
Mature Independents 15.6 98.1
Early Seniors 9.8 85.4
Late Seniors 4.6 56.2
Tenure Type
Own 37.2 116.6
Mortgage 53.1 151.5
Rent 9.6 29.8
Other 0.1 18.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 72.7 224.4
NSW: Barden Ridge, Collaroy Plateau 1 Flat 4+ Storeys 0.1 1.2
VIC: Croydon Hills, St Helena 2 Different Address 5 Yrs Ago 30.6 71.3
QLD: Forestdale, Bonogin 3 Use Public Transport 7.8 61.8
SA: Gulfv iew Heights, Onkaparinga Hills 4 Both Parents Born Overseas 32.8 88.6
WA: Woodvale, Jandakot 5 Work in Agriculture 0.5 20.5
ACT: Theodore, Calwell 6 Attend University F/T 3.6 105.7
7 Lone Parent Families 9.8 62.1
Other Segments within Group C 8
9 Multicultural Family Achiever Top 5 NESB Languages
8 Affluent Multicultural Other Languages 4.7 70.2
6 Established High Status Family Chinese 2.0 50.4
Indian & Other South Asian 1.2 39.9
Italian 1.0 88.6
Vietnamese & Other South East Asian 1.0 38.4
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Well-off older families in suburban households. Have high
household incomes and live in large, mortgaged houses (4+ bedrooms, 4+
persons, 2+ motor vehicles). High levels of English-only speakers.
Outstanding loan balances and discretionary and household spending.
Value of Property: Main Residence
Value of Own Business
Loan Balance: Main Residence
Loan Balance: Other Property
Life Insurance
12.8%
15.5%
16.2%
18.5%
19.2%
Crusaders
R ockafellas
Achievers
Twixters
S plendourS uburban
R ockafellas
Achievers
Crusaders
Fortunats
Achievers
C14
2.5%
0.2%
0.1%
18.9%
4.0%
19.2%
25.4%
29.6%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Gardening Services
Accident and Health Insurance
Children's Clothing
Household Furnishings
Jewellery
Green Fees
Travel Goods, Handbags, Umbrellas etc.
Home Improvements
Cultural Activities
Mortgage Repayments
Carpet and Floor Coverings
Housekeeping and Cleaning Services
Sickness and Personal Accident Insurance
Catholic School Fees
Private/Independent School Fees
2.1% 2.5%
92.9%
5.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
41A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Better off Mature CommunitiesBetter-off mature households in both metropolitan & regional areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 29.5 145.3
SES C 46.0 227.7
SES D 20.6 103.2
SES E 3.7 18.8
SES FG 0.2 1.0
Lifecycle Stage
Living at Home 10.0 94.8
Young Independents 4.7 36.0
Young Families 6.8 61.9
Middle Aged Families 12.6 94.3
Mature Families 19.2 115.9
Mature Independents 21.1 132.5
Early Seniors 16.7 146.1
Late Seniors 8.9 108.9
Tenure Type
Own 46.3 145.4
Mortgage 38.5 109.9
Rent 14.8 46.0
Other 0.3 39.8
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 50.7 156.6
NSW: Jamberoo, Coal Point 1 Flat 4+ Storeys 0.6 11.5
VIC: Somers, Mount Macedon 2 Different Address 5 Yrs Ago 36.3 84.6
QLD: Tallebudgera Valley, Hollywell 3 Use Public Transport 4.9 38.9
SA: Marino, Bellevue Heights 4 Both Parents Born Overseas 25.0 67.6
WA: Watermans Bay, Gooseberry Hill 5 Work in Agriculture 2.0 78.1
TAS: Kingston Beach, Tranmere 6 Attend University F/T 2.4 69.9
7 Lone Parent Families 10.0 63.4
Other Segments within Group D 8
16 High Status Suburban Top 5 NESB Languages
13 High Status Multicultural Suburban Other Languages 3.1 47.4
12 Cosmopolitan Suburban Chinese 1.0 24.0
Italian 0.6 56.1
Vietnamese & Other South East Asian 0.4 14.4
Greek 0.4 36.2
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Well-off mature households in metropolitan and regional areas.
Live in large houses (4+ bedrooms, 2+ motor vehicles). Retirees, empty
nesters and mature families. Many English-only speakers. Parents born in
Australia. Financial assets, value of superannuation accounts,
recreational spending and high levels of home ownership.
Value of Residential Property
Life Insurance
Net Wealth of Household
Value of Shares, Bonds and Trusts
Value of Superannuation Accounts
9.7%
10.9%
16.0%
17.3%
22.3%
Crusaders
Fortunats
Achievers
Grey Power
Survivors
R ockafellas
AchieversCrusaders
Twixters
S plendourS uburban
D15
0.6%
0.1%
3.8%
10.3%
9.8%
25.6%
17.6%
32.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Accident and Health Insurance
Newspapers
House and Contents Insurance
Travel Insurance Payments
Repairs and Maintenance
Cultural Activities
Gardening Services
Sickness and Personal Accident Insurance
Off Licence Wine Consumption
Home Improvements
Optical Fees
Gardening Products
Private/Independent School Fees
Housekeeping and Cleaning Services
Green Fees
2.7% 2.7%
60.9%
35.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
42A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
High Status SuburbanAffluent white-collar households in stable suburban areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 29.4 144.7
SES C 45.8 226.9
SES D 20.7 103.5
SES E 4.0 20.1
SES FG 0.2 0.8
Lifecycle Stage
Living at Home 10.4 99.2
Young Independents 8.4 64.7
Young Families 12.1 110.8
Middle Aged Families 17.2 128.5
Mature Families 18.1 109.2
Mature Independents 15.8 98.9
Early Seniors 10.9 94.9
Late Seniors 7.1 86.8
Tenure Type
Own 33.3 104.5
Mortgage 44.6 127.3
Rent 21.9 67.8
Other 0.2 25.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 36.7 113.4
NSW: Kotara, Wamberal 1 Flat 4+ Storeys 0.1 2.2
VIC: Belgrave, Heathmont 2 Different Address 5 Yrs Ago 38.0 88.7
QLD: Everton Hills, Nudgee 3 Use Public Transport 10.6 83.4
SA: Clarence Gardens, Bridgewater 4 Both Parents Born Overseas 28.0 75.6
WA: Melv ille, Myaree 5 Work in Agriculture 0.4 14.4
TAS: Tranmere, Lenah Valley 6 Attend University F/T 2.9 83.4
NT: Jingili, Ludmilla 7 Lone Parent Families 14.8 93.5
ACT: Latham, Giralang 8
Top 5 NESB Languages
Other Segments within Group D Other Languages 4.9 73.1
15 Better off Mature Communities Chinese 1.9 46.8
13 High Status Multicultural Suburban Vietnamese & Other South East Asian 1.2 47.9
12 Cosmopolitan Suburban Indian & Other South Asian 1.2 40.6
Italian 0.8 67.9
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Well-off families in suburban areas. Have high household and
individual incomes and live in medium-sized, mortgaged houses (3
bedrooms, 2 motor vehicles). Mainly Caucasian, English-only speakers.
Graduated with Bachelor degrees and work in Professional occupations.
Living expenses and high debt.
Value of Superannuation Accounts
Total Household Debt
Total Interest Repayments
Mortgage Interest Repayments
Loan Balance: Main Residence
10.0%
11.3%
13.1%
13.4%
25.1%
R ockafellas
Achievers
Crusaders
Fortunats
Achievers
Grey Power
Survivors
Twixters
S plendourS uburbanCrusaders
D16
11.6%
2.7%
1.7%
12.0%
6.3%
25.4%
20.4%
19.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Household Furnishings
Pet Food
Carpet and Floor Coverings
Cultural Activities
Catholic School Fees
Animal Care and Grooming
Gardening Services
Pet Supplies / Animal Expenses
Sickness and Personal Accident Insurance
Mortgage Repayments
Home Improvements
General Practitioner Doctor's Fees
Housekeeping and Cleaning Services
Parking Costs
Formal Child Care Services
3.6% 3.8%
88.1%
7.1%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
43A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Multicultural Urban LifestyleMulticultural households in high density housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 34.1 168.0
SES C 32.5 161.1
SES D 21.7 108.6
SES E 10.8 54.3
SES FG 0.9 4.5
Lifecycle Stage
Living at Home 6.2 59.1
Young Independents 42.9 329.0
Young Families 12.0 109.6
Middle Aged Families 12.4 93.1
Mature Families 8.9 53.8
Mature Independents 9.1 57.3
Early Seniors 4.5 39.0
Late Seniors 4.0 48.3
Tenure Type
Own 13.3 41.6
Mortgage 23.0 65.6
Rent 63.4 196.3
Other 0.4 47.1
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 3.5 10.9
NSW: Homebush West, Parramatta 1 Flat 4+ Storeys 46.8 946.5
VIC: Glen Huntly 2 Different Address 5 Yrs Ago 68.0 158.6
WA: Glendalough 3 Use Public Transport 49.9 394.0
4 Both Parents Born Overseas 84.8 229.3
Other Segments within Group E 5 Work in Agriculture 0.1 2.8
11 High Density Urban 6 Attend University F/T 8.7 251.4
10 Desirable Urban 7 Lone Parent Families 12.9 81.6
7 Urban Bohemian 8
Top 5 NESB Languages
Chinese 22.5 567.2
Indian & Other South Asian 21.0 709.3
Other Languages 16.1 242.5
Vietnamese & Other South East Asian 5.2 204.6
Arabic & Other Middle Eastern 3.2 174.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Well-off young independents in culturally diverse areas,
principally of Chinese and South Asian backgrounds. High-density areas.
Rent in high-rise and low-rise flats (2 bedrooms) with high residential
mobility and usage of public transport. Many have moved to Australia in
the last 20 years and have both parents born overseas. When speak
another language much more likely to speak English well or very well.
Graduated or studying Bachelor or Postgraduate degrees, work in
Professional occupations. Student debt and income from other sources.
Spend More Than Receive Each Week
Income From Wages
Value of Financial Institution Accounts
Outstanding Loan Balance: HECS
Income From Other Regular Sources
5.3%
5.9%
8.2%
29.2%
33.3%Crusaders
IndependentsR ockafellas
Achievers
Crusaders
Fortunats
Achievers
Twixters
S plendourS uburban
E17
1.0%
0.0%
0.0%
1.0%
0.2%
0.6%
6.7%
90.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Cinema Fees and Charges
Infant's Clothing
Holidays: Overseas
Furniture
Pasta and Rice
Formal Child Care Services
On Licence Beer Consumption
Meals in Restaurants, Hotels, Clubs etc.
Mobile Phones
Women's Footwear
Taxis
Tertiary Education Fees
Rent Payments
Public Transport
Body Corporate Payments: Main Residence
1.2% 1.2%
100.0%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
44A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Mid Status UrbanMid status households in high density areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 22.8 112.3
SES C 37.5 185.7
SES D 24.9 124.5
SES E 11.2 56.4
SES FG 3.7 18.5
Lifecycle Stage
Living at Home 5.2 49.8
Young Independents 44.6 342.6
Young Families 9.9 90.5
Middle Aged Families 7.9 58.9
Mature Families 7.2 43.4
Mature Independents 13.9 87.3
Early Seniors 6.4 56.0
Late Seniors 4.9 59.3
Tenure Type
Own 14.6 45.9
Mortgage 21.4 61.2
Rent 63.5 196.8
Other 0.4 50.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 6.6 20.4
NSW: North Wollongong, Dee Why 1 Flat 4+ Storeys 19.6 396.8
VIC: Essendon North, Brunswick West 2 Different Address 5 Yrs Ago 68.3 159.2
QLD: Annerley, Nundah 3 Use Public Transport 24.1 190.2
SA: Kent Town, Bowden 4 Both Parents Born Overseas 48.8 132.0
WA: Cockburn Central, Osborne Park 5 Work in Agriculture 0.2 9.4
TAS: Hobart, North Hobart 6 Attend University F/T 8.2 239.5
NT: Yulara, Darwin City 7 Lone Parent Families 14.6 92.2
ACT: Phillip, Dickson 8
Top 5 NESB Languages
Other Segments within Group H Other Languages 10.1 152.4
29 Multicultural Mixed Urban Indian & Other South Asian 6.0 203.0
28 Elderly Enclaves Chinese 5.3 133.6
25 University Enclaves Vietnamese & Other South East Asian 3.4 132.7
24 Mid Status Mixed Urban Arabic & Other Middle Eastern 1.6 89.3
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid-high status young independent households in high-density
areas. Rent in low-rise flats (1-3 storeys, 1-2 bedrooms, 0-1 motor vehicles)
with high residential mobility and usage of public transport. Never
married and live alone or in group households. High levels of full-time
employment. Low religious affiliation. Caucasian and mixed multicultural
backgrounds. Graduated or studying Bachelor degrees, work in Business
occupations. Student debt, income from parents and lifestyle
discretionary spend.
Couldn't Raise Emergency $2K in Week
Able to Save Money Most Weeks
Loan Interest Repayments
Income From Other Regular Sources
Outstanding Loan Balance: HECS
7.2%
7.5%
9.1%
29.6%
34.7%Independents
CrusadersdebtStars
Boomers
True Blues
Crusaders
Fortunats
Achievers
Grey Power
Survivors
H18
5.0%
3.3%
1.4%
13.7%
4.7%
38.8%
16.0%
17.0%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Personal Care Services
Computer Software and Hardware
Parking Costs
Cinema Fees and Charges
Meals in Restaurants, Hotels, Clubs etc.
Internet Fees
On Licence Wine Consumption
On Licence Beer Consumption
Public Transport
Taxis
On Licence Spirits Consumption
Gym and Health Club Fees
Tertiary Education Fees
Rent Payments
Body Corporate Payments: Main Residence
2.4% 1.9%
91.4%
5.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
45A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Multicultural Family StarterYoung families from diverse cultural backgrounds living in outerlying suburbs.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 19.3 95.2
SES C 39.6 196.2
SES D 28.4 142.1
SES E 11.6 58.4
SES FG 1.1 5.5
Lifecycle Stage
Living at Home 11.6 110.0
Young Independents 12.9 98.8
Young Families 24.8 226.7
Middle Aged Families 22.6 168.9
Mature Families 15.4 93.0
Mature Independents 6.3 39.7
Early Seniors 4.2 36.7
Late Seniors 2.2 27.4
Tenure Type
Own 9.7 30.6
Mortgage 60.4 172.3
Rent 29.7 92.0
Other 0.2 21.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 55.0 169.9
NSW: Pendle Hill, Schofields 1 Flat 4+ Storeys 0.5 9.4
VIC: Williams Landing, Wollert 2 Different Address 5 Yrs Ago 69.3 161.6
QLD: Doolandella, Fitzgibbon 3 Use Public Transport 19.6 154.9
WA: Dayton, Piara Waters 4 Both Parents Born Overseas 73.2 197.9
ACT: Bonner 5 Work in Agriculture 0.4 16.4
6 Attend University F/T 3.6 103.4
Other Segments within Group G 7 Lone Parent Families 12.2 76.9
34 Established Mid Status Suburban 8
31 Old European Blue Collar Top 5 NESB Languages
26 Mining Indian & Other South Asian 22.4 757.2
23 Mid Status Family Starter Other Languages 15.3 231.0
22 Mid Status Multicultural Suburban Vietnamese & Other South East Asian 6.4 251.2
21 Established Multicultural Suburban Chinese 5.5 137.6
Arabic & Other Middle Eastern 3.6 197.9
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status young and middle-aged family households living on
the city fringe. Strong South Asian/multicultural influence. Recently
moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor
vehicles). Many married at a younger age and have moved to Australia
in the last 20 years. Both parents born overseas. When speak another
language much more likely to speak English well or very well. Outstanding
debt and spend on family essentials.
Total Household Debt
Debt Service Ratio
Total Interest Repayments
Mortgage Interest Repayments
Loan Balance: Main Residence
4.8%
6.4%
15.0%
23.3%
27.1%
R ockafellas
AchieversTwixters
debtStars
Boomers
Twixters
S plendourS uburbanCrusaders
Twixters
debtStars
S plendour
G19
2.5%
0.2%
0.0%
11.6%
0.8%
4.3%
59.6%
21.0%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Household and Personal Payments
Mobile Telephone Charges / Accounts
Current Housing Costs
Catholic School Fees
Parking Costs
Mobile Phones
Toys
Children's Clothing
Public Transport
Public School Fees
Mortgage Repayments
Pasta and Rice
Infant's Clothing
Formal Child Care Services
Baby Food and Nappies
1.2% 1.5%
99.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
46A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Family AchieverMid status families in large mortgaged houses.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 15.2 74.6
SES C 46.1 228.4
SES D 28.3 141.4
SES E 9.4 47.6
SES FG 1.0 5.3
Lifecycle Stage
Living at Home 11.5 109.2
Young Independents 4.9 37.9
Young Families 13.4 121.9
Middle Aged Families 23.2 173.6
Mature Families 21.4 129.4
Mature Independents 14.5 90.8
Early Seniors 7.9 68.7
Late Seniors 3.3 39.8
Tenure Type
Own 23.6 73.9
Mortgage 60.4 172.5
Rent 15.9 49.2
Other 0.1 15.9
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 73.4 226.6
NSW: Shell Cove, Harrington Park 1 Flat 4+ Storeys 0.0 0.7
VIC: Botanic Ridge, Strathfieldsaye 2 Different Address 5 Yrs Ago 43.3 101.0
QLD: Upper Kedron, New Beith 3 Use Public Transport 5.2 41.3
SA: Hewett, McLaren Flat 4 Both Parents Born Overseas 24.4 65.9
WA: Atwell, Wandina 5 Work in Agriculture 1.0 38.8
TAS: Acton Park 6 Attend University F/T 2.0 59.0
NT: Girraween, Herbert 7 Lone Parent Families 10.3 65.1
8
Other Segments within Group F Top 5 NESB Languages
33 Established Mid Status Family Other Languages 3.8 56.6
32 Aspiring Family Fringe Indian & Other South Asian 1.0 32.7
30 Established Multicultural Family Chinese 0.8 19.8
27 Establishing Multicultural Family Vietnamese & Other South East Asian 0.7 25.9
Italian 0.5 44.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status family households living on the city fringe. High
household incomes and live in large, mortgaged houses (4+ bedrooms, 4+
persons, 2-3 motor vehicles). Majority married, English-only speakers.
Parents born in Australia. Outstanding debt and living expenses.
Life Insurance
Total Household Debt
Total Interest Repayments
Mortgage Interest Repayments
Loan Balance: Main Residence
8.7%
9.1%
13.7%
20.5%
23.1%
R ockafellas
Achievers
Twixters
S plendourS uburbanTwixters
debtStars
BoomersGrey Power
Survivors
debtStars
Boomers
True Blues
F20
0.8%
0.7%
0.7%
14.3%
3.7%
32.2%
18.8%
28.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Hardware Supplies
Off Licence Spirits Consumption
Toys
Chiropractic Fees
Home Improvements
Jewellery
Children's Clothing
Carpet and Floor Coverings
Sickness and Personal Accident Insurance
Sporting Goods and Equipment
Private/Independent School Fees
Vehicle Parts and Accessories
Formal Child Care Services
Mortgage Repayments
Catholic School Fees
2.2% 2.7%
64.0%
26.8%
8.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
47A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Established Multicultural SuburbanMature multicultural families in established suburban areas of Sydney & Melbourne.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 15.5 76.2
SES C 36.3 179.7
SES D 32.5 162.4
SES E 14.7 74.3
SES FG 1.1 5.4
Lifecycle Stage
Living at Home 14.5 137.5
Young Independents 9.8 75.2
Young Families 7.7 70.6
Middle Aged Families 13.2 98.6
Mature Families 21.0 127.2
Mature Independents 10.7 67.4
Early Seniors 11.8 102.9
Late Seniors 11.3 137.4
Tenure Type
Own 42.3 132.8
Mortgage 32.3 92.3
Rent 24.9 77.3
Other 0.4 47.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 30.6 94.5
NSW: Bexley North, Earlwood 1 Flat 4+ Storeys 1.6 32.3
VIC: Oakleigh, Mulgrave 2 Different Address 5 Yrs Ago 32.3 75.3
3 Use Public Transport 23.1 182.5
Other Segments within Group G 4 Both Parents Born Overseas 60.4 163.2
34 Established Mid Status Suburban 5 Work in Agriculture 0.1 3.6
31 Old European Blue Collar 6 Attend University F/T 4.4 128.3
26 Mining 7 Lone Parent Families 15.5 97.8
23 Mid Status Family Starter 8
22 Mid Status Multicultural Suburban Top 5 NESB Languages
19 Multicultural Family Starter Greek 12.3 1233.7
Chinese 10.2 257.6
Other Languages 9.6 144.1
Arabic & Other Middle Eastern 6.1 333.2
Vietnamese & Other South East Asian 3.9 152.2
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status mature families and seniors living in established,
culturally diverse suburban areas. Strong Greek influence. Live in medium-
sized houses (3 bedrooms). Both parents born overseas. Use public
transport. High levels of home ownership and investable assets.
Loan Balance: Other Property
Value of Property: Main Residence
Value of Residential Property
Value of Non-Residential Property
Home Equity
6.7%
9.9%
14.4%
17.2%
20.0%
Twixters
S plendourS uburban
Grey Power
Survivors
R ockafellas
AchieversCrusaders
Twixters
debtStars
Boomers
G21
0.0%
0.2%
0.0%
0.0%
1.7%
0.0%
30.7%
67.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Cinema Fees and Charges
Footwear
Meals in Restaurants, Hotels, Clubs etc.
Fish and Seafood
Tertiary Education Fees
Catholic School Fees
Toys
Clothing Repairs and Dry Cleaning
Pasta and Rice
Physiotherapy Fees
Gardening Services
Cultural Activities
Public Transport
Other Property Payments
Women's Footwear
1.2% 1.3%
99.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
48A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Mid Status Multicultural SuburbanMid status suburban households from multicultural backgrounds.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 13.1 64.8
SES C 32.2 159.4
SES D 32.9 164.7
SES E 18.7 94.1
SES FG 3.1 15.7
Lifecycle Stage
Living at Home 13.5 128.3
Young Independents 22.8 175.1
Young Families 9.6 87.8
Middle Aged Families 11.3 84.8
Mature Families 17.8 107.9
Mature Independents 9.3 58.5
Early Seniors 8.4 73.1
Late Seniors 7.2 87.8
Tenure Type
Own 31.8 99.8
Mortgage 28.6 81.7
Rent 39.1 121.2
Other 0.4 55.7
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 32.9 101.7
NSW: Lidcombe, Riverwood 1 Flat 4+ Storeys 6.2 124.4
VIC: Clayton, Doncaster 2 Different Address 5 Yrs Ago 49.8 116.1
QLD: Sunnybank, Macgregor 3 Use Public Transport 29.9 235.5
WA: Karawara 4 Both Parents Born Overseas 76.1 205.8
5 Work in Agriculture 0.3 11.2
Other Segments within Group G 6 Attend University F/T 10.1 292.2
34 Established Mid Status Suburban 7 Lone Parent Families 15.5 97.8
31 Old European Blue Collar 8
26 Mining Top 5 NESB Languages
23 Mid Status Family Starter Chinese 31.5 795.9
21 Established Multicultural Suburban Other Languages 11.6 174.3
19 Multicultural Family Starter Indian & Other South Asian 6.9 232.7
Vietnamese & Other South East Asian 4.9 193.2
Arabic & Other Middle Eastern 3.5 190.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status suburban households with a strong
Chinese/multicultural influence. Many full-time uni students and
extended families. Both parents born overseas. High residential mobility
and usage of public transport. Graduated or studying Bachelor degrees.
Student debt, income from other sources and spend on essentials.
Value of Non-Residential Property
Loan Balance: Other Property
Value of Residential Property
Outstanding Loan Balance: HECS
Income From Other Regular Sources
8.5%
8.8%
10.2%
16.3%
21.3%Independents
Twixters
S plendourS uburban
Grey Power
SurvivorsCrusadersR ockafellas
Achievers
G22
0.0%
0.1%
0.0%
2.6%
0.0%
21.9%
26.1%
49.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Travel Goods, Handbags, Umbrellas etc.
Toiletries and Cosmetics
Cinema Fees and Charges
Footwear
Meals in Restaurants, Hotels, Clubs etc.
Rent Payments
Cultural Activities
Public School Fees
Fish and Seafood
Body Corporate Payments: Main Residence
Pasta and Rice
Mobile Phones
Women's Footwear
Public Transport
Tertiary Education Fees
0.9% 1.1%
99.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
49A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Mid Status Family StarterFinancially extended younger families in newer housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 8.7 42.9
SES C 36.5 180.8
SES D 37.3 186.6
SES E 15.3 77.2
SES FG 2.2 11.2
Lifecycle Stage
Living at Home 8.5 80.8
Young Independents 12.2 93.9
Young Families 29.2 266.1
Middle Aged Families 20.3 152.1
Mature Families 12.9 78.3
Mature Independents 10.1 63.7
Early Seniors 4.8 42.3
Late Seniors 1.8 22.3
Tenure Type
Own 10.5 33.1
Mortgage 54.9 156.6
Rent 34.4 106.6
Other 0.2 22.5
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 61.2 189.1
NSW: Jordan Springs, Oran Park 1 Flat 4+ Storeys 0.3 5.3
VIC: Armstrong Creek, Doreen 2 Different Address 5 Yrs Ago 75.7 176.6
QLD: Kirkwood, Burdell 3 Use Public Transport 7.5 59.1
SA: Whyalla Jenkins, Freeling 4 Both Parents Born Overseas 33.5 90.6
WA: Alkimos, Brabham 5 Work in Agriculture 0.8 33.6
NT: Bakewell, Gunn 6 Attend University F/T 2.2 63.9
ACT: Casey, Coombs 7 Lone Parent Families 13.6 85.6
8
Other Segments within Group G Top 5 NESB Languages
34 Established Mid Status Suburban Other Languages 6.5 98.1
31 Old European Blue Collar Indian & Other South Asian 3.7 125.5
26 Mining Vietnamese & Other South East Asian 2.3 91.9
22 Mid Status Multicultural Suburban Chinese 1.4 35.9
21 Established Multicultural Suburban Arabic & Other Middle Eastern 0.8 46.0
19 Multicultural Family Starter
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status young and middle-aged family households living on
the city fringe. Mid-range household and individual incomes. Recently
moved into, large mortgaged houses (4 bedrooms, 3-4 persons, 2 motor
vehicles). High levels of full-time employment and Certificate
qualifications. Travel by car to work. Outstanding debt and living
expenses.
Total Interest Repayments
Loan Interest Repayments
Mortgage Interest Repayments
Loan Balance: Main Residence
Loan Balance: Motor Vehicle Purchase
6.6%
7.4%
13.3%
19.3%
29.4%
Twixters
debtStars
Boomers
R ockafellas
Achievers
Twixters
S plendourS uburban
debtStars
Boomers
True BluesTwixters
debtStars
S plendour
G23
3.0%
8.3%
0.3%
25.1%
3.0%
24.1%
20.9%
15.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Current Housing Costs
Jewellery
Vehicle Tyres and Tubes
Children's Clothing
Toys
Pet Supplies / Animal Expenses
Furniture
Infant's Clothing
Carpet and Floor Coverings
Chiropractic Fees
Vehicle Parts and Accessories
Mortgage Repayments
Sporting Goods and Equipment
Formal Child Care Services
Baby Food and Nappies
1.8% 2.1%
61.9%18.1%
16.5%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
50A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Mid Status Mixed UrbanMid status, medium-density, mainly Caucasian households with diverse demographics.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 9.0 44.4
SES C 29.5 145.9
SES D 33.2 166.0
SES E 23.7 119.4
SES FG 4.7 23.7
Lifecycle Stage
Living at Home 7.7 73.5
Young Independents 14.0 107.6
Young Families 11.2 101.7
Middle Aged Families 11.8 88.0
Mature Families 13.2 79.8
Mature Independents 20.3 127.3
Early Seniors 12.3 107.2
Late Seniors 9.6 116.8
Tenure Type
Own 31.6 99.2
Mortgage 29.9 85.2
Rent 38.0 117.7
Other 0.5 66.2
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 19.4 59.8
NSW: Carrington (Newcastle), Mayfield East 1 Flat 4+ Storeys 1.8 37.3
VIC: Ballarat Central, Bendigo 2 Different Address 5 Yrs Ago 46.3 108.0
QLD: Railway Estate (Townsv ille), Sunshine Beach 3 Use Public Transport 5.8 45.5
SA: Exeter, Glenelg South 4 Both Parents Born Overseas 22.9 61.8
WA: Beresford, Albany 5 Work in Agriculture 1.1 44.0
TAS: East Launceston, Mount Nelson 6 Attend University F/T 3.1 88.8
NT: Tennant Creek, Marrara 7 Lone Parent Families 19.2 121.2
ACT: Greenway 8
Top 5 NESB Languages
Other Segments within Group H Other Languages 3.8 57.3
29 Multicultural Mixed Urban Chinese 1.1 28.3
28 Elderly Enclaves Indian & Other South Asian 1.0 34.9
25 University Enclaves Vietnamese & Other South East Asian 0.8 33.2
18 Mid Status Urban Italian 0.6 52.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status mix of retirees, young families and young
independents in medium density housing. Caucasian backgrounds with
low religious affiliation. Many lone person and divorcee households.
Diverse household expenditure and economic characteristics.
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
Able to Save Money Most Weeks
Outstanding Loan Balance: HECS
9.3%
11.6%
12.4%
14.7%
18.5%
debtStars
Boomers
True BluesGrey Power
Survivors
Twixters
debtStars
BoomersIndependents
Twixters
S plendourS uburban
H24
1.3%
1.4%
7.4%
5.1%
9.5%
21.9%
25.0%
28.4%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Optical Fees
Internet Fees
Gardening Services
Pet Food
Travel Insurance Payments
Rent Payments
Cigarettes and Tobacco
Art and Craft Materials
Books
General Practitioner Doctor's Fees
Off Licence Wine Consumption
Newspapers
Soy and Non-Dairy Milks
Gardening Products
Body Corporate Payments: Main Residence
3.1% 2.7%51.2%
38.4%
7.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
51A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
University EnclavesUniversity students & other young people living near major university campuses.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 11.2 55.1
SES C 24.7 122.5
SES D 28.0 140.2
SES E 30.4 153.5
SES FG 5.6 28.6
Lifecycle Stage
Living at Home 4.4 41.5
Young Independents 67.1 514.8
Young Families 6.0 54.4
Middle Aged Families 4.8 35.8
Mature Families 4.9 29.4
Mature Independents 6.2 39.0
Early Seniors 3.5 30.9
Late Seniors 3.2 39.2
Tenure Type
Own 13.0 40.9
Mortgage 13.4 38.4
Rent 72.7 225.1
Other 0.8 103.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 7.8 24.0
NSW: Haymarket, Ultimo 1 Flat 4+ Storeys 60.2 1216.3
VIC: Carlton, Melbourne 2 Different Address 5 Yrs Ago 81.9 191.0
QLD: St Lucia, Kelv in Grove 3 Use Public Transport 36.8 290.5
SA: Adelaide 4 Both Parents Born Overseas 77.8 210.3
WA: Crawley 5 Work in Agriculture 0.2 8.5
6 Attend University F/T 37.8 1097.9
Other Segments within Group H 7 Lone Parent Families 12.0 75.5
29 Multicultural Mixed Urban 8
28 Elderly Enclaves Top 5 NESB Languages
24 Mid Status Mixed Urban Chinese 34.3 865.8
18 Mid Status Urban Other Languages 9.4 141.4
Vietnamese & Other South East Asian 8.6 336.7
Indian & Other South Asian 4.8 162.5
Arabic & Other Middle Eastern 2.4 132.8
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: University students and young professionals living near university
campuses with a strong Chinese/multicultural influence. Rent in high-rise
and low-rise flats (1-2 bedrooms) with high residential mobility and usage
of public transport. Many not in the labour force and living in group
households. Low religious affiliation. Graduated or studying bachelor
degrees. Student debt, income from other sources and spend on
essentials.
Couldn't Raise Emergency $2K in Week
Just Break Even Most Weeks
Spend More Than Receive Each Week
Outstanding Loan Balance: HECS
Income From Other Regular Sources
3.6%
3.8%
4.0%
12.9%
69.9%Independents
CrusadersdebtStars
Boomers
True Blues
Twixters
S plendourS uburban
Grey Power
Survivors
H25
1.5%
0.1%
1.3%
2.5%
4.4%
13.9%
46.4%
29.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Holidays: Overseas
Computer Software and Hardware
On Licence Beer Consumption
Cinema Fees and Charges
Pasta and Rice
Personal Care Services
Books
Toiletries and Cosmetics
Meals in Restaurants, Hotels, Clubs etc.
Travel Goods, Handbags, Umbrellas etc.
Body Corporate Payments: Main Residence
Public Transport
Mobile Phones
Rent Payments
Tertiary Education Fees
1.0% 0.8%
98.1%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
52A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
MiningMining communities.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 7.7 37.9
SES C 26.7 132.2
SES D 35.0 175.2
SES E 22.6 114.0
SES FG 8.0 40.6
Lifecycle Stage
Living at Home 7.9 74.8
Young Independents 13.4 102.9
Young Families 21.4 195.5
Middle Aged Families 18.2 136.0
Mature Families 13.7 82.9
Mature Independents 17.9 112.7
Early Seniors 5.2 45.0
Late Seniors 2.3 28.2
Tenure Type
Own 14.9 46.7
Mortgage 25.2 72.0
Rent 59.4 184.0
Other 0.5 62.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 36.2 111.8
NSW: Hunterv iew, Cobar 1 Flat 4+ Storeys 0.1 2.4
QLD: Moranbah, Blackwater 2 Different Address 5 Yrs Ago 58.5 136.4
SA: Roxby Downs 3 Use Public Transport 5.0 39.5
WA: South Kalgoorlie, Port Hedland 4 Both Parents Born Overseas 23.7 64.1
NT: Jabiru, Nhulunbuy 5 Work in Agriculture 1.4 56.3
6 Attend University F/T 0.4 11.3
Other Segments within Group G 7 Lone Parent Families 12.3 77.6
34 Established Mid Status Suburban 8
31 Old European Blue Collar Top 5 NESB Languages
23 Mid Status Family Starter Other Languages 3.3 50.1
22 Mid Status Multicultural Suburban Vietnamese & Other South East Asian 2.3 90.1
21 Established Multicultural Suburban Indian & Other South Asian 0.9 29.9
19 Multicultural Family Starter Australian Indigenous Languages 0.7 264.1
Chinese 0.5 13.1
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status young or middle aged families renting in mining
communities. High household and individual incomes and residential
mobility. Caucasian backgrounds. Certificate qualifications, work in
Trades and the Mining industry. Vehicle and living expenses. High levels of
debt.
Income From Wages
Loan Balance: Other Property
Other Loan Interest Repayments
Loan Interest Repayments
Loan Balance: Motor Vehicle Purchase
8.3%
11.6%
12.8%
14.4%
24.6%
Twixters
debtStars
Boomers
debtStars
Boomers
True Blues
Twixters
S plendourS uburbanR ockafellas
Achievers
Independents
G26
0.0%
2.8%
0.5%
47.9%
3.1%
36.9%
0.0%
8.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Children's Clothing
Formal Child Care Services
Lotto Type Games and Instant Lottery
Cigarettes and Tobacco
Hardware Supplies
Sporting Goods and Equipment
Sickness and Personal Accident Insurance
Off Licence Beer Consumption
Rent Payments
Vehicle Tyres and Tubes
Dental Fees
Other Property Payments
Baby Food and Nappies
Vehicle Parts and Accessories
Vehicle Oils & Lubricants
0.7% 0.7%
7.0%
37.5%
40.8%
14.7%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
53A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Establishing Multicultural FamilyOuterlying multicultural suburbs of Sydney & Melbourne.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 2.8 13.7
SES C 28.6 141.6
SES D 41.6 208.3
SES E 23.2 117.2
SES FG 3.8 19.1
Lifecycle Stage
Living at Home 18.8 178.6
Young Independents 6.1 47.1
Young Families 13.0 118.8
Middle Aged Families 20.0 149.4
Mature Families 24.5 148.2
Mature Independents 8.6 54.2
Early Seniors 6.0 52.4
Late Seniors 2.9 35.9
Tenure Type
Own 21.0 65.9
Mortgage 59.6 170.1
Rent 19.2 59.6
Other 0.2 19.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 58.5 180.5
NSW: Hoxton Park, Oakhurst 1 Flat 4+ Storeys 0.1 2.2
VIC: Taylors Hill, Narre Warren South 2 Different Address 5 Yrs Ago 34.9 81.3
WA: Bennett Springs, Darch 3 Use Public Transport 13.6 107.4
4 Both Parents Born Overseas 65.3 176.4
Other Segments within Group F 5 Work in Agriculture 0.3 11.4
33 Established Mid Status Family 6 Attend University F/T 3.8 111.0
32 Aspiring Family Fringe 7 Lone Parent Families 14.5 91.4
30 Established Multicultural Family 8
20 Family Achiever Top 5 NESB Languages
Other Languages 17.1 257.5
Indian & Other South Asian 10.2 344.7
Vietnamese & Other South East Asian 8.1 317.5
Arabic & Other Middle Eastern 5.7 310.6
Chinese 3.2 82.0
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status families in outerlying suburban areas with a strong
multicultural influence. Live in large mortgaged houses (4+ bedrooms, 4+
people, 2 motor vehicles), many with both parents born overseas.
Outstanding debt and living expenses.
Life Insurance
Total Household Debt
Total Interest Repayments
Mortgage Interest Repayments
Loan Balance: Main Residence
6.7%
10.7%
15.0%
21.7%
28.1%
Twixters
S plendourS uburbanTwixters
debtStars
BoomersTwixters
debtStars
S plendour
R ockafellas
Achievers
Grey Power
Survivors
F27
0.0%
0.1%
0.0%
6.1%
0.5%
1.1%
52.5%
39.7%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Comprehensive Motor Vehicle Insurance
Private/Independent School Fees
Infant's Clothing
Vehicle Oils & Lubricants
Vehicle Crash Repairs
Mobile Phones
Toys
Public Transport
Cinema Fees and Charges
Children's Clothing
Pasta and Rice
Baby Food and Nappies
Mortgage Repayments
Public School Fees
Catholic School Fees
1.0% 1.4%
99.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
54A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Elderly EnclavesSuburban areas with a significant concentration of retirees.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 12.4 61.2
SES C 22.4 111.1
SES D 24.9 124.5
SES E 25.3 127.6
SES FG 15.0 76.1
Lifecycle Stage
Living at Home 6.3 60.3
Young Independents 6.9 53.2
Young Families 6.5 59.3
Middle Aged Families 8.3 62.4
Mature Families 11.0 66.5
Mature Independents 11.6 73.1
Early Seniors 17.3 151.4
Late Seniors 31.9 389.1
Tenure Type
Own 41.0 128.5
Mortgage 21.0 60.0
Rent 23.1 71.5
Other 14.9 1857.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 19.9 61.4
NSW: Taren Point, Bayview 1 Flat 4+ Storeys 3.1 62.8
VIC: Marshall 2 Different Address 5 Yrs Ago 44.5 103.8
QLD: Rosemount 3 Use Public Transport 10.0 78.7
SA: Leabrook, Pasadena 4 Both Parents Born Overseas 33.9 91.6
WA: Myaree, Calista 5 Work in Agriculture 0.8 31.0
6 Attend University F/T 2.4 68.5
Other Segments within Group H 7 Lone Parent Families 12.7 79.9
29 Multicultural Mixed Urban 8
25 University Enclaves Top 5 NESB Languages
24 Mid Status Mixed Urban Other Languages 4.6 70.0
18 Mid Status Urban Chinese 2.8 70.2
Indian & Other South Asian 1.7 56.9
Italian 1.2 106.3
Vietnamese & Other South East Asian 1.2 45.4
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Seniors living in suburban retirement communities. Live in
medium density, semi-detached housing. Many lone person households
and widows/widowers. High levels of home ownership and other forms of
tenure (e.g. retirement homes). Above-average cash investments and
investable assets and spending on basic needs.
Home Equity
Value of Financial Institution Accounts
Investable Assets
Value of Shares, Bonds and Trusts
Income From Govt Pensions/Allowances
7.0%
7.1%
8.8%
20.9%
22.3%Grey Power
Survivors
Grey Power
Survivors
Crusaders
Fortunats
Achievers
Twixters
S plendourS uburban
debtStars
Boomers
True Blues
H28
1.7%
0.5%
2.2%
11.0%
18.1%
18.3%
20.8%
27.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Green Fees
Lotto Type Games and Instant Lottery
Hairdressing
Medicines and Pharmaceutical Products
Magazines and Comics
Condiments and Spreads
Clothing Repairs and Dry Cleaning
Prescriptions
Travel Insurance Payments
Housekeeping and Cleaning Services
Donations to Charities
Gardening Services
Lottery Tickets
Newspapers
Body Corporate Payments: Main Residence
1.0% 0.8%
83.8%
13.0%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
55A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Multicultural Mixed UrbanMedium density areas with diverse multicultural backgrounds.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 5.4 26.7
SES C 25.4 125.9
SES D 34.1 170.6
SES E 27.6 139.3
SES FG 7.5 37.9
Lifecycle Stage
Living at Home 9.4 89.8
Young Independents 22.3 171.5
Young Families 13.9 126.4
Middle Aged Families 12.0 89.8
Mature Families 12.3 74.4
Mature Independents 13.5 84.6
Early Seniors 8.6 75.3
Late Seniors 8.0 97.0
Tenure Type
Own 23.1 72.6
Mortgage 29.4 84.1
Rent 46.9 145.2
Other 0.6 69.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 13.5 41.7
NSW: Brighton-le-Sands, Fairy Meadow 1 Flat 4+ Storeys 2.8 55.9
VIC: Heidelberg West, West Footscray 2 Different Address 5 Yrs Ago 52.5 122.3
QLD: Rocklea, Richlands 3 Use Public Transport 17.9 141.2
SA: Clearv iew, Clovelly Park 4 Both Parents Born Overseas 54.6 147.5
WA: Nollamara, Carlisle 5 Work in Agriculture 0.5 18.2
NT: Wagaman, Coconut Grove 6 Attend University F/T 5.3 153.7
7 Lone Parent Families 19.4 122.7
Other Segments within Group H 8
28 Elderly Enclaves Top 5 NESB Languages
25 University Enclaves Other Languages 10.9 163.8
24 Mid Status Mixed Urban Indian & Other South Asian 7.2 244.5
18 Mid Status Urban Chinese 6.1 154.9
Vietnamese & Other South East Asian 4.6 182.4
Arabic & Other Middle Eastern 3.0 163.1
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status households in mixed areas with a multicultural
influence. Live in low-rise flats, small semi-detached or standalone houses
(2-3 bedrooms, 0-1 motor vehicles). Many renters, younger households
and users of public transport. Financial hardship, spend on essentials.
Outstanding Loan Balance: HECS
Spend More Than Receive Each Week
Couldn't Raise Emergency $2K in Week
Income From Other Regular Sources
Sought Assistance Welfare/Community Orgs
9.3%
10.3%
11.8%
14.1%
21.8%IndependentsTwixters
debtStars
Boomers
debtStars
Boomers
True Blues
Twixters
S plendourS uburban
Grey Power
Survivors
H29
1.4%
0.9%
0.5%
26.1%
22.6%
8.5%
28.1%
12.0%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Infant's Clothing
Parking Costs
Packaged Waters
Body Corporate Payments: Main Residence
Mobile Phones
Chiropractic Fees
Baby Food and Nappies
Mobile Telephone Charges / Accounts
Gym and Health Club Fees
Internet Fees
Public Transport
On Licence Spirits Consumption
Pasta and Rice
Tertiary Education Fees
Rent Payments
2.5% 2.3%
97.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
56A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Established Multicultural FamilyOuterlying multicultural suburbs of Sydney & Melbourne.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 2.9 14.1
SES C 26.6 131.8
SES D 38.6 193.2
SES E 26.2 132.4
SES FG 5.7 28.9
Lifecycle Stage
Living at Home 20.4 194.5
Young Independents 4.1 31.5
Young Families 7.3 66.7
Middle Aged Families 12.1 90.5
Mature Families 26.1 157.5
Mature Independents 11.8 74.4
Early Seniors 11.5 100.8
Late Seniors 6.6 80.3
Tenure Type
Own 46.6 146.1
Mortgage 39.6 113.1
Rent 13.6 42.1
Other 0.2 27.4
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 59.5 183.8
NSW: Greystanes, Wetherill Park 1 Flat 4+ Storeys 0.0 0.0
VIC: Taylors Lakes, Keilor Downs 2 Different Address 5 Yrs Ago 24.1 56.1
WA: Noranda, Munster 3 Use Public Transport 9.2 72.7
4 Both Parents Born Overseas 56.8 153.5
Other Segments within Group F 5 Work in Agriculture 1.0 39.3
33 Established Mid Status Family 6 Attend University F/T 4.0 114.7
32 Aspiring Family Fringe 7 Lone Parent Families 12.7 80.2
27 Establishing Multicultural Family 8
20 Family Achiever Top 5 NESB Languages
Other Languages 14.5 218.9
Arabic & Other Middle Eastern 6.2 336.8
Italian 5.9 516.8
Vietnamese & Other South East Asian 3.8 150.1
Chinese 3.6 91.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status mature families living in outerlying suburbs with a
European/multicultural influence. Married and live in large houses (4+
bedrooms, 4+ persons, 2+ motor vehicles). Drive to work. Both parents
born overseas. High levels of home ownership. Living expenses and low
levels of discretionary spend.
Value of Residential Property
Value of Own Business
Value of Property: Main Residence
Value of Non-Residential Property
Home Equity
8.2%
11.7%
11.7%
14.9%
27.7%
Twixters
S plendourS uburban
Twixters
debtStars
S plendour
Grey Power
Survivors
Twixters
debtStars
Boomers
Crusaders
F30
0.0%
0.0%
0.0%
9.7%
0.5%
0.0%
49.8%
40.0%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Women's Footwear
Children's Clothing
Jewellery
Packaged Waters
Rate Payments
Men's Clothing
Sickness and Personal Accident Insurance
Public School Fees
Cinema Fees and Charges
Pasta and Rice
Comprehensive Motor Vehicle Insurance
Other Property Payments
Travel Goods, Handbags, Umbrellas etc.
Vehicle Crash Repairs
Catholic School Fees
0.8% 1.0%
99.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
57A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Old European Blue CollarOlder European migrants in established suburbs.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 5.6 27.6
SES C 24.2 119.7
SES D 32.9 164.7
SES E 28.9 145.6
SES FG 8.4 42.9
Lifecycle Stage
Living at Home 11.9 113.2
Young Independents 10.4 79.7
Young Families 9.3 85.2
Middle Aged Families 11.9 89.3
Mature Families 17.1 103.5
Mature Independents 12.9 80.8
Early Seniors 13.0 113.2
Late Seniors 13.5 164.1
Tenure Type
Own 42.9 134.7
Mortgage 29.6 84.6
Rent 26.8 83.1
Other 0.6 76.7
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 24.3 75.0
NSW: Coniston, Port Kembla 1 Flat 4+ Storeys 0.2 5.0
VIC: Airport West, Hadfield 2 Different Address 5 Yrs Ago 34.4 80.2
SA: Newton, Kidman Park 3 Use Public Transport 12.7 100.1
WA: Spearwood, Balcatta 4 Both Parents Born Overseas 51.5 139.3
5 Work in Agriculture 0.8 31.2
Other Segments within Group G 6 Attend University F/T 3.4 100.2
34 Established Mid Status Suburban 7 Lone Parent Families 16.4 103.3
26 Mining 8
23 Mid Status Family Starter Top 5 NESB Languages
22 Mid Status Multicultural Suburban Italian 10.9 959.0
21 Established Multicultural Suburban Other Languages 8.5 128.1
19 Multicultural Family Starter Greek 4.0 401.0
Chinese 3.7 93.2
Arabic & Other Middle Eastern 3.2 175.6
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status mixed households in suburbs with a strong Italian and
to a lesser extent Greek influence. Live in small or medium-sized houses (3
bedrooms). Both parents born overseas. Many Catholics and retirees.
Home ownership, income from pensions and spend on basic needs.
Just Break Even Most Weeks
Value of Property: Main Residence
Spend More Than Receive Each Week
Home Equity
Income From Govt Pensions/Allowances
9.0%
11.3%
12.8%
14.6%
16.3%
Twixters
S plendourS uburban
Grey Power
Survivors
Twixters
debtStars
Boomers
Grey Power
SurvivorsdebtStars
Boomers
True Blues
G31
0.0%
0.0%
0.0%
10.9%
31.9%
0.7%
47.7%
8.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Dried Fruit and Nuts
Fresh Vegetables
Other Property Payments
Household Cleaning Products
Packaged Waters
Delicatessen
Women's Footwear
Electricity and Mains: Main Residence
Rate Payments
Pasta and Rice
On Licence Spirits Consumption
Soy and Non-Dairy Milks
Optical Fees
Coffee
Catholic School Fees
1.3% 1.3%
97.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
58A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Aspiring Family FringeFamilies in large houses, mainly in low-density, city fringe areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 2.0 9.7
SES C 25.2 124.6
SES D 40.1 200.8
SES E 26.8 135.3
SES FG 5.9 30.1
Lifecycle Stage
Living at Home 12.5 118.6
Young Independents 3.8 29.1
Young Families 8.6 78.2
Middle Aged Families 14.8 111.0
Mature Families 22.0 133.2
Mature Independents 20.2 126.8
Early Seniors 12.4 108.5
Late Seniors 5.7 69.0
Tenure Type
Own 38.3 120.2
Mortgage 49.6 141.6
Rent 11.8 36.5
Other 0.3 39.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 56.6 174.8
NSW: Londonderry, Oakville 1 Flat 4+ Storeys 0.0 0.0
VIC: Cranbourne South, Devon Meadows 2 Different Address 5 Yrs Ago 31.8 74.1
QLD: Tamborine, North Maclean 3 Use Public Transport 2.4 18.7
SA: Lewiston, Two Wells 4 Both Parents Born Overseas 18.9 51.1
WA: Lower Chittering, Mundijong 5 Work in Agriculture 4.8 189.3
TAS: Sandford, Granton 6 Attend University F/T 1.6 45.6
NT: Humpty Doo, Howard Springs 7 Lone Parent Families 10.2 64.4
8
Other Segments within Group F Top 5 NESB Languages
33 Established Mid Status Family Other Languages 2.1 31.2
30 Established Multicultural Family Italian 0.6 48.8
27 Establishing Multicultural Family Vietnamese & Other South East Asian 0.4 13.9
20 Family Achiever Chinese 0.3 7.9
Greek 0.2 16.3
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status families living in low-density city fringe areas. Live in
large houses (4+ bedrooms, 3+ motor vehicles). English-only speakers and
people with Caucasian backgrounds. Year 10-Year 11 education and
Certificate qualifications. Work in Trades, Agriculture and Construction
industries. Outstanding debt and living expenses
Loan Balance: Motor Vehicle Purchase
Value of Superannuation Accounts
Value of Vehicles
Life Insurance
Value of Own Business
9.7%
12.5%
15.8%
16.8%
21.4%
Twixters
S plendourS uburban
debtStars
Boomers
True Blues
Twixters
debtStars
BoomersGrey Power
SurvivorsTwixters
debtStars
S plendour
F32
0.0%
2.3%
2.3%
12.5%
4.7%
30.4%
22.5%
25.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Mortgage Repayments
Hardware Supplies
Vehicle Oils & Lubricants
Lotto Type Games and Instant Lottery
Repairs and Maintenance
Home Improvements
Sporting Goods and Equipment
Sickness and Personal Accident Insurance
Pet Food
Off Licence Spirits Consumption
Green Fees
House and Contents Insurance
Vehicle Parts and Accessories
Off Licence Beer Consumption
Carpet and Floor Coverings
2.4% 2.8% 32.5%
54.9%
11.4%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
59A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Establishing Mid Status FamilyFinancially extended familes in newly established housing.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 1.8 9.1
SES C 23.8 117.7
SES D 40.6 203.2
SES E 27.8 140.4
SES FG 6.0 30.2
Lifecycle Stage
Living at Home 12.3 116.5
Young Independents 8.2 63.3
Young Families 18.4 168.0
Middle Aged Families 20.7 155.1
Mature Families 18.4 111.1
Mature Independents 12.4 77.9
Early Seniors 6.6 57.7
Late Seniors 2.9 35.9
Tenure Type
Own 15.5 48.5
Mortgage 54.4 155.4
Rent 29.9 92.6
Other 0.2 22.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 64.9 200.4
NSW: Currans Hill 1 Flat 4+ Storeys 0.1 1.6
VIC: Skye 2 Different Address 5 Yrs Ago 49.6 115.8
QLD: Springfield (Ipswich), Pacific Pines 3 Use Public Transport 8.2 64.5
SA: Burton 4 Both Parents Born Overseas 39.7 107.3
WA: Golden Bay, Port Kennedy 5 Work in Agriculture 0.6 23.5
NT: Driver, Woodroffe 6 Attend University F/T 2.2 63.6
7 Lone Parent Families 17.4 110.1
Other Segments within Group F 8
32 Aspiring Family Fringe Top 5 NESB Languages
30 Established Multicultural Family Other Languages 7.0 105.9
27 Establishing Multicultural Family Indian & Other South Asian 2.3 78.4
20 Family Achiever Vietnamese & Other South East Asian 2.2 85.6
Chinese 1.6 39.2
Arabic & Other Middle Eastern 0.7 40.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status families living in newer suburban city fringe areas.
Mid-range household incomes and live in large mortgaged houses (4
bedrooms, 3-4 persons, 2 motor vehicles). High levels of full-time
employment and Certificate qualifications. Work as Technicians and
Trade Workers. Travel to work by car. High outstanding loan balances and
living expenses.
Mortgage Interest Repayments
Loan Balance: Main Residence
Other Loan Interest Repayments
Loan Interest Repayments
Loan Balance: Motor Vehicle Purchase
8.4%
8.6%
11.3%
19.5%
26.5%
Twixters
debtStars
Boomers
Twixters
S plendourS uburban
Twixters
debtStars
S plendour
debtStars
Boomers
True Blues
R ockafellas
Achievers
F33
0.0%
1.5%
0.0%
41.2%
2.4%
40.9%
10.5%
3.6%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Potato Crisps and Savoury Confectionery
Off Licence Spirits Consumption
Public School Fees
Pet Food
Children's Clothing
Packaged Waters
Sporting Goods and Equipment
Carpet and Floor Coverings
Formal Child Care Services
Vehicle Parts and Accessories
Baby Food and Nappies
Mortgage Repayments
Catholic School Fees
Chiropractic Fees
Pet Supplies / Animal Expenses
1.7% 2.1%
90.9%
5.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
60A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Established Mid Status SuburbanEstablished mid status suburban areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 1.0 4.7
SES C 17.3 85.7
SES D 40.2 201.3
SES E 33.7 170.0
SES FG 7.8 39.7
Lifecycle Stage
Living at Home 12.7 120.6
Young Independents 6.7 51.5
Young Families 13.8 125.5
Middle Aged Families 15.3 114.4
Mature Families 18.8 113.7
Mature Independents 16.3 102.2
Early Seniors 10.8 94.0
Late Seniors 5.7 69.6
Tenure Type
Own 30.0 94.2
Mortgage 49.0 139.9
Rent 20.8 64.4
Other 0.2 20.1
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 40.0 123.5
NSW: Werrington Downs, Ruse 1 Flat 4+ Storeys 0.0 0.2
VIC: Mount Evelyn, Langwarrin 2 Different Address 5 Yrs Ago 35.6 83.0
QLD: Bald Hills, Camira 3 Use Public Transport 7.0 55.0
SA: Trott Park, Redwood Park 4 Both Parents Born Overseas 27.6 74.5
WA: Beldon, Heathridge 5 Work in Agriculture 0.5 21.1
TAS: Lauderdale 6 Attend University F/T 2.1 61.7
ACT: Richardson, Gilmore 7 Lone Parent Families 17.3 109.1
8
Other Segments within Group G Top 5 NESB Languages
31 Old European Blue Collar Other Languages 4.3 64.3
26 Mining Chinese 1.1 28.1
23 Mid Status Family Starter Vietnamese & Other South East Asian 1.1 42.1
22 Mid Status Multicultural Suburban Indian & Other South Asian 1.0 33.3
21 Established Multicultural Suburban Arabic & Other Middle Eastern 0.6 30.2
19 Multicultural Family Starter
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid status families living in suburban households on city fringes.
Mid-range household incomes and live in large houses (3-4 bedrooms, 2-3
motor vehicles). Caucasian backgrounds and English-only speakers. Year
10-Year 11 education and Certificate qualifications. Work in Trades and
Construction. Typically travel to work by car. High debt, living expenses
and low discretionary spend.
Loan Balance: Motor Vehicle Purchase
Total Interest Repayments
Mortgage Interest Repayments
Debt Service Ratio
Loan Balance: Main Residence
10.1%
11.0%
13.2%
17.6%
22.0%
Twixters
debtStars
Boomers
Twixters
S plendourS uburban
debtStars
Boomers
True BluesTwixters
debtStars
S plendour
Grey Power
Survivors
G34
1.2%
0.4%
0.3%
11.5%
10.4%
30.3%
22.3%
23.7%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Off Licence Beer Consumption
House and Contents Insurance
Public School Fees
Off Licence Spirits Consumption
Sporting Goods and Equipment
Animal Care and Grooming
Soft Drinks
Delicatessen
Art and Craft Materials
Vehicle Parts and Accessories
Chiropractic Fees
Mortgage Repayments
Carpet and Floor Coverings
Pet Food
Pet Supplies / Animal Expenses
4.1% 4.4%
94.2%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
61A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Empty Nest & RetirementLess affluent sea and tree change.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 3.6 17.6
SES C 16.0 79.4
SES D 27.0 135.3
SES E 33.1 167.0
SES FG 20.3 102.8
Lifecycle Stage
Living at Home 5.4 51.8
Young Independents 5.0 38.6
Young Families 5.8 52.5
Middle Aged Families 8.1 60.6
Mature Families 11.2 67.7
Mature Independents 24.6 154.6
Early Seniors 24.4 213.2
Late Seniors 15.4 188.0
Tenure Type
Own 53.0 166.3
Mortgage 24.4 69.6
Rent 21.9 67.8
Other 0.7 89.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 29.4 90.7
NSW: Tuross Head, Bundanoon 1 Flat 4+ Storeys 3.1 62.5
VIC: Sorrento, Metung 2 Different Address 5 Yrs Ago 42.3 98.6
QLD: Mapleton, Woodgate 3 Use Public Transport 2.3 18.2
SA: Normanville, Hindmarsh I sland 4 Both Parents Born Overseas 22.7 61.5
WA: South Yunderup, Bluff Point 5 Work in Agriculture 2.7 108.9
TAS: Shearwater, Evandale 6 Attend University F/T 1.0 28.3
7 Lone Parent Families 11.8 74.5
Other Segments within Group J 8
41 Low Status Mixed Urban Top 5 NESB Languages
38 Blue Collar Mixed Multicultural Other Languages 2.3 34.5
Italian 0.5 39.9
Chinese 0.4 10.4
Vietnamese & Other South East Asian 0.4 13.8
Greek 0.2 22.3
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid-low status retiree/empty nest households in country and
coastal towns as well as outerlying suburbs in regional cities. Live in
medium-sized houses (1-2 persons, 1 motor vehicle). Many lone person
households. Lower educational attainment and Certificate qualifications.
Almost entirely Caucasian, born in Australia and English-only speaking.
High home ownership, income from pensions and living expenses.
Value of Superannuation Accounts
Value of Financial Institution Accounts
Value of Shares, Bonds and Trusts
Investable Assets
Income From Govt Pensions/Allowances
8.1%
8.2%
18.8%
20.0%
20.0%
debtStars
Boomers
True Blues
Grey Power
Survivors
Grey Power
Survivors
Twixters
debtStars
Boomers
Boomers
True Blues
J35
0.0%
0.0%
3.5%
6.5%
6.6%
25.0%
19.9%
38.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Off Licence Wine Consumption
Medicines and Pharmaceutical Products
House and Contents Insurance
Magazines and Comics
Repairs and Maintenance
Lottery Tickets
Travel Insurance Payments
Lotto Type Games and Instant Lottery
Gardening Products
Prescriptions
Gardening Services
Optical Fees
Green Fees
Newspapers
Body Corporate Payments: Main Residence
2.1% 1.8% 30.2%
53.2%
15.5%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
62A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Mature Provincial SuburbanPoorer seniors & mature independents in regional areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.8 4.1
SES C 12.7 63.0
SES D 32.2 161.3
SES E 37.8 190.7
SES FG 16.4 83.3
Lifecycle Stage
Living at Home 8.6 81.8
Young Independents 5.0 38.1
Young Families 9.7 88.1
Middle Aged Families 13.0 97.7
Mature Families 16.1 97.3
Mature Independents 21.8 136.7
Early Seniors 16.2 141.0
Late Seniors 9.7 118.1
Tenure Type
Own 42.2 132.3
Mortgage 38.8 110.8
Rent 18.7 57.8
Other 0.4 45.1
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 40.2 124.0
NSW: Rathmines, Gulmarrad 1 Flat 4+ Storeys 0.0 0.4
VIC: Clifton Springs, Drysdale 2 Different Address 5 Yrs Ago 37.1 86.5
QLD: Craignish, Pomona 3 Use Public Transport 1.8 14.2
SA: Macclesfield, Birdwood 4 Both Parents Born Overseas 16.7 45.2
WA: Silver Sands, Bayonet Head 5 Work in Agriculture 3.0 117.6
TAS: Legana, Turners Beach 6 Attend University F/T 1.2 33.8
7 Lone Parent Families 13.9 87.9
Other Segments within Group I 8
46 Middle Eastern Multicultural Top 5 NESB Languages
45 Agricultural Other Languages 1.8 27.8
44 Low Status Prov incial Suburban Italian 0.4 34.7
43 Low Status Mixed Multicultural Vietnamese & Other South East Asian 0.4 14.4
42 Transient Suburban Chinese 0.3 8.1
40 Prov incial Fringe Indian & Other South Asian 0.3 8.9
39 Blue Collar Suburban
37 Established Blue Collar Suburban
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Mid-low status mature households in towns and outerlying
suburbs in regional cities. Live in medium-sized houses (3-4 bedrooms, 2
persons). Lower educational attainment and Certificate qualifications.
Almost entirely Caucasian, born in Australia and English-only speaking.
High home ownership, living and motor vehicle expenses.
Value of Superannuation Accounts
Life Insurance
Income From Govt Pensions/Allowances
Value of Contents: Main Residence
Value of Vehicles
11.6%
12.3%
13.8%
15.9%
17.7%
debtStars
Boomers
True Blues
Twixters
debtStars
Boomers
Grey Power
Survivors
Grey Power
Survivors
Twixters
S plendourS uburban
I36
0.0%
0.0%
6.2%
6.8%
6.6%
22.5%
20.9%
36.9%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Hardware Supplies
Repairs and Maintenance
Vehicle Tyres and Tubes
Pet Food
Sporting Goods and Equipment
Vehicle Parts and Accessories
Art and Craft Materials
Gardening Products
House and Contents Insurance
Optical Fees
Lotto Type Games and Instant Lottery
Off Licence Beer Consumption
Newspapers
Vehicle Oils & Lubricants
Green Fees
3.4% 3.4%23.2%
61.9%
13.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
63A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Established Blue Collar SuburbanBlue collar families in stable suburban areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.6 3.0
SES C 9.2 45.7
SES D 28.8 144.2
SES E 43.8 220.9
SES FG 17.6 89.1
Lifecycle Stage
Living at Home 15.7 149.6
Young Independents 8.9 68.2
Young Families 13.2 120.6
Middle Aged Families 14.2 106.1
Mature Families 19.8 119.6
Mature Independents 12.5 78.8
Early Seniors 9.7 84.7
Late Seniors 6.0 72.6
Tenure Type
Own 29.0 91.0
Mortgage 41.6 118.9
Rent 29.1 90.0
Other 0.3 34.1
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 30.8 95.1
NSW: Ingleburn, Blacktown 1 Flat 4+ Storeys 0.1 2.5
VIC: Hampton Park, Hoppers Crossing 2 Different Address 5 Yrs Ago 36.3 84.7
QLD: Algester 3 Use Public Transport 15.3 120.4
WA: Kenwick, Beckenham 4 Both Parents Born Overseas 56.1 151.6
NT: Karama, Wagaman 5 Work in Agriculture 0.4 17.0
6 Attend University F/T 3.1 91.0
Other Segments within Group I 7 Lone Parent Families 19.5 123.2
46 Middle Eastern Multicultural 8
45 Agricultural Top 5 NESB Languages
44 Low Status Prov incial Suburban Other Languages 12.9 194.9
43 Low Status Mixed Multicultural Indian & Other South Asian 8.4 285.0
42 Transient Suburban Vietnamese & Other South East Asian 5.6 217.9
40 Prov incial Fringe Arabic & Other Middle Eastern 4.3 230.7
39 Blue Collar Suburban Chinese 3.6 90.7
36 Mature Prov incial Suburban
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status families living in established suburban city fringe
areas with diverse multicultural influences. Live in medium-sized houses (3
bedrooms). Work in Transport, Postal and Warehousing. Spend on
essentials.
Loan Balance: Main Residence
Couldn't Raise Emergency $2K in Week
Debt Service Ratio
Sought Assistance Welfare/Community Orgs
Spend More Than Receive Each Week
11.3%
12.9%
13.8%
15.3%
17.1%
Twixters
debtStars
Boomers
Twixters
S plendourS uburban
Twixters
debtStars
S plendour
StrugglevilleBoomers
True Blues
I37
0.0%
1.4%
0.0%
17.0%
3.3%
3.8%
34.3%
40.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Packaged Waters
Pay TV Subscription
Mobile Phones
Potato Crisps and Savoury Confectionery
Cakes, Tarts and Puddings
Toilet soap
Mobile Telephone Charges / Accounts
Comprehensive Motor Vehicle Insurance
Lottery Tickets
Soft Drinks
Public Transport
Cigarettes and Tobacco
Pasta and Rice
Baby Food and Nappies
Public School Fees
2.0% 2.2%
98.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
64A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Blue Collar Mixed MulticulturalBlue collar younger people from diverse multicultural backgrounds in higher density areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.3 1.3
SES C 9.6 47.6
SES D 25.0 124.9
SES E 34.7 175.3
SES FG 30.4 154.4
Lifecycle Stage
Living at Home 10.6 101.1
Young Independents 25.4 194.8
Young Families 14.5 132.0
Middle Aged Families 12.7 94.7
Mature Families 12.6 76.2
Mature Independents 11.2 70.0
Early Seniors 7.1 62.3
Late Seniors 5.9 72.5
Tenure Type
Own 16.1 50.4
Mortgage 20.5 58.5
Rent 63.1 195.5
Other 0.3 42.2
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 6.7 20.7
NSW: Lakemba, Liverpool 1 Flat 4+ Storeys 12.9 261.3
VIC: Dandenong, Noble Park 2 Different Address 5 Yrs Ago 55.4 129.2
SA: Kilburn, Blair Athol 3 Use Public Transport 29.7 234.4
WA: Cannington 4 Both Parents Born Overseas 84.5 228.5
5 Work in Agriculture 0.6 22.3
Other Segments within Group J 6 Attend University F/T 5.4 156.0
41 Low Status Mixed Urban 7 Lone Parent Families 20.0 126.5
35 Empty Nest & Retirement 8
Top 5 NESB Languages
Indian & Other South Asian 20.5 693.7
Other Languages 20.2 304.2
Arabic & Other Middle Eastern 11.0 596.3
Vietnamese & Other South East Asian 7.5 293.2
Chinese 6.9 175.2
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status, young independents and families in suburban
areas with a very strong and diverse multicultural influence. Rent in low-
rise and high-rise flats (2 bedrooms, 0-1 motor vehicles) with high
residential mobility and usage of public transport. Many married at a
young age. Both parents born overseas. Work in Trades and as Labourers,
Machinery Operators and Drivers. Financial hardship, income from other
sources and basic living expenses.
Income From Govt Pensions/Allowances
Spend More Than Receive Each Week
Income From Other Regular Sources
Sought Assistance Welfare/Community Orgs
Couldn't Raise Emergency $2K in Week
8.5%
9.6%
11.5%
15.4%
32.3%IndependentsTwixters
debtStars
Boomers
Boomers
True BluesGrey Power
Survivors
Struggleville
J38
0.2%
0.0%
0.0%
1.6%
3.3%
2.6%
31.0%
61.4%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Formal Child Care Services
Women's Footwear
Toilet soap
Taxis
Mobile Telephone Charges / Accounts
Vehicle Crash Repairs
Infant's Clothing
Public School Fees
Baby Food and Nappies
Tertiary Education Fees
Pasta and Rice
Mobile Phones
Body Corporate Payments: Main Residence
Rent Payments
Public Transport
0.9% 1.0%
99.1%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
65A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Blue Collar SuburbanLower status suburban areas with a mix of older and younger persons.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.4 2.2
SES C 6.3 31.1
SES D 23.1 115.7
SES E 41.0 206.9
SES FG 29.2 148.0
Lifecycle Stage
Living at Home 10.3 98.2
Young Independents 9.0 69.2
Young Families 12.4 112.7
Middle Aged Families 12.2 91.1
Mature Families 14.9 90.1
Mature Independents 17.5 110.1
Early Seniors 13.6 118.7
Late Seniors 10.1 123.0
Tenure Type
Own 32.2 101.0
Mortgage 36.0 102.7
Rent 31.4 97.1
Other 0.5 58.8
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 22.6 69.7
NSW: Noraville, Wallsend 1 Flat 4+ Storeys 0.1 2.4
VIC: Kilsyth, Frankston 2 Different Address 5 Yrs Ago 39.5 92.1
QLD: Pacific Paradise, Battery Hill 3 Use Public Transport 7.3 57.2
SA: Old Noarlunga, Hackham 4 Both Parents Born Overseas 28.5 77.0
WA: Hillman, Eden Hill 5 Work in Agriculture 0.6 22.8
ACT: Charnwood 6 Attend University F/T 2.0 57.2
7 Lone Parent Families 22.2 140.3
Other Segments within Group I 8
46 Middle Eastern Multicultural Top 5 NESB Languages
45 Agricultural Other Languages 4.6 69.1
44 Low Status Prov incial Suburban Vietnamese & Other South East Asian 1.2 46.2
43 Low Status Mixed Multicultural Indian & Other South Asian 1.0 34.8
42 Transient Suburban Chinese 1.0 25.8
40 Prov incial Fringe Italian 0.7 63.2
37 Established Blue Collar Suburban
36 Mature Prov incial Suburban
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status families and seniors living in suburban areas on city
fringes. Live in medium-sized houses (3 bedrooms, 1 motor vehicle).
Caucasian backgrounds with low religious affiliation. Year 10-Year 11
education and Certificate qualifications. Work as Technicians and Trade
Workers. Travel to work by car. Many lone parent families and lone person
households. Income from pensions, spend on basic needs and financial
hardship.
Just Break Even Most Weeks
Spend More Than Receive Each Week
Couldn't Raise Emergency $2K in Week
Income From Govt Pensions/Allowances
Sought Assistance Welfare/Community Orgs
9.5%
12.8%
13.8%
15.2%
17.3%
Grey Power
SurvivorsBoomers
True Blues
StrugglevilleTwixters
debtStars
BoomersTwixters
debtStars
S plendour
I39
0.5%
0.0%
1.0%
10.4%
21.2%
22.3%
21.3%
23.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Coffee
Electricity and Mains: Main Residence
Green Fees
Off Licence Beer Consumption
Prescriptions
Newspapers
Delicatessen
Lottery Tickets
Animal Care and Grooming
Soft Drinks
Frozen Prepared Meals
Pet Supplies / Animal Expenses
Lotto Type Games and Instant Lottery
Pet Food
Cigarettes and Tobacco
3.4% 3.2%
94.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
66A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Provincial FringeHobby farmers & other households on the fringe of provincial centres.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.4 1.8
SES C 6.5 32.0
SES D 23.8 119.1
SES E 39.6 199.7
SES FG 29.8 151.1
Lifecycle Stage
Living at Home 8.6 81.6
Young Independents 4.3 33.3
Young Families 8.2 74.5
Middle Aged Families 12.9 96.8
Mature Families 17.4 105.2
Mature Independents 25.6 160.7
Early Seniors 15.5 135.6
Late Seniors 7.4 90.8
Tenure Type
Own 45.3 142.0
Mortgage 37.5 107.0
Rent 16.4 50.9
Other 0.8 99.4
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 38.5 118.8
NSW: Merriwa, Gol Gol 1 Flat 4+ Storeys 0.0 0.0
VIC: Porepunkah, Red Cliffs 2 Different Address 5 Yrs Ago 29.2 68.1
QLD: Forest Hill, Miles 3 Use Public Transport 0.6 5.0
SA: Renmark West, Eudunda 4 Both Parents Born Overseas 13.5 36.6
WA: Kojonup, Bakers Hill 5 Work in Agriculture 22.7 899.4
NT: Cossack, Virginia 6 Attend University F/T 0.7 20.8
7 Lone Parent Families 9.9 62.3
Other Segments within Group I 8
46 Middle Eastern Multicultural Top 5 NESB Languages
45 Agricultural Other Languages 1.2 17.4
44 Low Status Prov incial Suburban Italian 0.7 58.2
43 Low Status Mixed Multicultural Vietnamese & Other South East Asian 0.3 11.5
42 Transient Suburban Indian & Other South Asian 0.2 6.1
39 Blue Collar Suburban Greek 0.2 17.4
37 Established Blue Collar Suburban
36 Mature Prov incial Suburban
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Families, mature independents and early seniors living in
regional areas. Homeowners living on large properties (2 persons, 3+ motor
vehicles). Lower educational attainment, work in Agriculture. Almost
entirely Caucasian, born in Australia and English-only speaking. High
levels of full-time employment in older people. Home ownership as well as
living and motor vehicle expenses.
Loan Balance: Motor Vehicle Purchase
Value of Contents: Main Residence
Value of Vehicles
Value of Non-Residential Property
Value of Own Business
11.2%
11.4%
14.1%
15.9%
19.1%
Boomers
True BluesGrey Power
SurvivorsdebtStars
Boomers
True BluesStrugglevilleTwixters
debtStars
Boomers
I40
0.0%
0.6%
5.9%
8.1%
11.4%
24.4%
29.0%
20.7%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Pet Food
Vehicle Parts and Accessories
Magazines and Comics
Vehicle Oils & Lubricants
House and Contents Insurance
Off Licence Spirits Consumption
Lotto Type Games and Instant Lottery
Optical Fees
Gardening Products
Vehicle Tyres and Tubes
Cigarettes and Tobacco
Off Licence Beer Consumption
Infant's Clothing
Art and Craft Materials
Newspapers
2.1% 2.1%
58.5%
37.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
67A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Low Status Mixed UrbanSmaller low income & elderly households, in urban welfare & provincial areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 1.8 8.9
SES C 8.5 42.0
SES D 20.2 101.1
SES E 32.4 163.3
SES FG 37.1 188.4
Lifecycle Stage
Living at Home 6.1 57.9
Young Independents 21.9 168.4
Young Families 9.6 87.7
Middle Aged Families 7.9 58.9
Mature Families 9.0 54.5
Mature Independents 22.0 138.0
Early Seniors 13.0 113.1
Late Seniors 10.5 128.3
Tenure Type
Own 21.2 66.6
Mortgage 17.5 50.0
Rent 60.5 187.3
Other 0.7 92.4
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 7.3 22.5
NSW: South Albury, Gosford 1 Flat 4+ Storeys 10.5 211.3
VIC: Thomson (Greater Geelong), Rockbank 2 Different Address 5 Yrs Ago 56.2 131.0
QLD: Bungalow, Gladstone Central 3 Use Public Transport 8.5 67.0
SA: Port Adelaide, Peterhead 4 Both Parents Born Overseas 34.0 91.9
WA: Fitzroy Crossing, Midland 5 Work in Agriculture 1.5 57.5
TAS: Launceston 6 Attend University F/T 2.7 79.0
NT: Katherine South, Ross 7 Lone Parent Families 25.6 161.6
8
Other Segments within Group J Top 5 NESB Languages
38 Blue Collar Mixed Multicultural Other Languages 6.2 94.2
35 Empty Nest & Retirement Indian & Other South Asian 2.3 77.8
Vietnamese & Other South East Asian 2.0 77.6
Chinese 1.9 48.1
Arabic & Other Middle Eastern 0.7 37.3
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status young independent and elderly households living
in low-cost/social housing in both metropolitan and provincial areas. Low
household and individual income. Rent in flats (2 bedrooms, 0-1 motor
vehicles) with high residential mobility. High levels of lone person
households (young and old). Divorced or never married. Caucasian
backgrounds. Work in Accommodation and Food Services industries.
Financial hardship, spend on essentials and welfare assistance.
Spend More Than Receive Each Week
Just Break Even Most Weeks
Income From Govt Pensions/Allowances
Sought Assistance Welfare/Community Orgs
Couldn't Raise Emergency $2K in Week
6.9%
11.1%
13.1%
16.7%
27.6%IndependentsGrey Power
SurvivorsBoomers
True BluesdebtStars
Boomers
True BluesSlender Meanz
J41
0.5%
1.7%
1.4%
7.9%
6.2%
47.0%
11.5%
23.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Medicines and Pharmaceutical Products
Haircare Products
Prescriptions
Mobile Phones
Coffee
Condiments and Spreads
On Licence Beer Consumption
Lotto Type Games and Instant Lottery
Internet Fees
Off Licence Spirits Consumption
Frozen Prepared Meals
Taxis
Cigarettes and Tobacco
Rent Payments
Body Corporate Payments: Main Residence
2.4% 1.7%
63.7%
18.2%
14.1%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
68A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Transient SuburbanHighly transient young people in low cost housing areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.3 1.5
SES C 3.5 17.3
SES D 16.5 82.4
SES E 42.2 212.9
SES FG 37.5 190.4
Lifecycle Stage
Living at Home 10.7 101.7
Young Independents 14.6 112.4
Young Families 24.4 222.1
Middle Aged Families 16.5 123.3
Mature Families 13.7 82.7
Mature Independents 11.1 69.6
Early Seniors 6.3 55.1
Late Seniors 2.8 33.6
Tenure Type
Own 9.8 30.7
Mortgage 30.9 88.2
Rent 59.1 183.2
Other 0.2 22.2
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 45.0 138.8
QLD: Yarrabilba, Pimpama 1 Flat 4+ Storeys 0.2 4.2
SA: Munno Para West, Seaford Meadows 2 Different Address 5 Yrs Ago 67.4 157.2
WA: Brookdale 3 Use Public Transport 5.8 46.2
4 Both Parents Born Overseas 34.7 93.7
Other Segments within Group I 5 Work in Agriculture 1.0 38.8
46 Middle Eastern Multicultural 6 Attend University F/T 2.1 62.0
45 Agricultural 7 Lone Parent Families 26.9 170.0
44 Low Status Prov incial Suburban 8
43 Low Status Mixed Multicultural Top 5 NESB Languages
40 Prov incial Fringe Other Languages 8.3 124.9
39 Blue Collar Suburban Indian & Other South Asian 2.0 67.1
37 Established Blue Collar Suburban Vietnamese & Other South East Asian 1.8 71.3
36 Mature Prov incial Suburban Chinese 1.0 26.0
Arabic & Other Middle Eastern 0.7 37.5
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status younger independents and families living in
suburban areas on city fringes. Low household incomes. Rent medium-
sized, low-cost housing (3-4 bedrooms, 1-2 motor vehicles) with high
residential mobility. Many families with young children and lone parent
families. Low religious affiliation. Certificate qualifications and work as
Labourers, Trade Workers, Machinery Operators and Drivers. Loan
repayments (non-property) and spend on essentials.
Sought Assistance Welfare/Community Orgs
Couldn't Raise Emergency $2K in Week
Other Loan Interest Repayments
Loan Balance: Motor Vehicle Purchase
Loan Interest Repayments
9.8%
10.8%
11.7%
14.4%
27.9%StrugglevilleBoomers
True Blues
IndependentsTwixters
debtStars
BoomersTwixters
debtStars
S plendour
I42
0.1%
0.3%
0.0%
6.6%
6.5%
76.4%
7.0%
3.1%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Vehicle Oils & Lubricants
Internet Fees
Potato Crisps and Savoury Confectionery
Infant's Clothing
Cigarettes and Tobacco
Off Licence Spirits Consumption
Pay TV Subscription
Mobile Telephone Charges / Accounts
Public School Fees
Soft Drinks
Sporting Goods and Equipment
Pet Supplies / Animal Expenses
Baby Food and Nappies
Formal Child Care Services
Rent Payments
1.2% 1.4%
85.7%
8.9%
5.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
69A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Low Status Mixed MulticulturalLower status suburban areas with diverse multicultural backgrounds.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.7
SES C 1.9 9.4
SES D 11.7 58.6
SES E 37.4 188.4
SES FG 48.9 248.2
Lifecycle Stage
Living at Home 17.8 169.0
Young Independents 8.0 61.4
Young Families 10.0 91.2
Middle Aged Families 11.7 87.4
Mature Families 21.1 127.8
Mature Independents 10.6 66.2
Early Seniors 11.7 101.8
Late Seniors 9.2 112.1
Tenure Type
Own 37.5 117.8
Mortgage 31.5 89.8
Rent 30.6 94.6
Other 0.4 54.4
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 28.3 87.4
NSW: Fairfield Heights, Wakeley 1 Flat 4+ Storeys 0.1 2.7
VIC: Thomastown, Deer Park 2 Different Address 5 Yrs Ago 32.6 76.1
SA: Virginia, Croydon Park 3 Use Public Transport 14.1 111.3
WA: Mirrabooka 4 Both Parents Born Overseas 75.1 203.0
5 Work in Agriculture 0.8 30.3
Other Segments within Group I 6 Attend University F/T 3.7 108.0
46 Middle Eastern Multicultural 7 Lone Parent Families 20.9 132.1
45 Agricultural 8
44 Low Status Prov incial Suburban Top 5 NESB Languages
42 Transient Suburban Other Languages 22.2 334.4
40 Prov incial Fringe Vietnamese & Other South East Asian 13.8 543.3
39 Blue Collar Suburban Arabic & Other Middle Eastern 8.8 474.9
37 Established Blue Collar Suburban Chinese 5.2 131.6
36 Mature Prov incial Suburban Indian & Other South Asian 5.1 171.3
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status, larger mature families and late seniors living in
suburban areas with very strong and diverse multicultural influences. Live
in medium-sized houses (3 bedrooms), many with both parents born
overseas. Lower educational attainment, work as Labourers, Machinery
Operators and Drivers and in Manufacturing. Financial hardship, welfare
assistance, income from pensions and living expenses.
Value of Non-Residential Property
Sought Assistance Welfare/Community Orgs
Spend More Than Receive Each Week
Couldn't Raise Emergency $2K in Week
Income From Govt Pensions/Allowances
8.3%
15.4%
16.2%
18.6%
19.7%
Boomers
True BluesGrey Power
Survivors
Struggleville
Twixters
debtStars
S plendour
Slender Meanz
I43
0.0%
0.0%
0.0%
3.5%
5.8%
0.2%
49.5%
41.0%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Mobile Telephone Charges / Accounts
Packaged Waters
Cakes, Tarts and Puddings
Meat
Cinema Fees and Charges
Comprehensive Motor Vehicle Insurance
Fish and Seafood
Cigarettes and Tobacco
Vehicle Crash Repairs
Public Transport
Baby Food and Nappies
Mobile Phones
Public School Fees
Vehicle Oils & Lubricants
Pasta and Rice
1.4% 1.7%
99.7%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
70A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Low Status Provincial SuburbanPoorer suburbs in regional cities & provincial areas
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.2 0.9
SES C 2.2 10.7
SES D 16.5 82.4
SES E 40.5 204.5
SES FG 40.7 206.4
Lifecycle Stage
Living at Home 9.5 90.7
Young Independents 8.1 61.9
Young Families 16.5 150.6
Middle Aged Families 14.7 109.8
Mature Families 14.9 90.1
Mature Independents 18.3 114.6
Early Seniors 11.1 96.7
Late Seniors 7.0 85.0
Tenure Type
Own 28.7 90.0
Mortgage 41.3 117.9
Rent 29.8 92.2
Other 0.3 31.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 33.2 102.4
NSW: Westdale (Tamworth), West Nowra 1 Flat 4+ Storeys 0.0 0.2
VIC: Dennington, Longwarry 2 Different Address 5 Yrs Ago 42.4 98.9
QLD: Andergrove (Mackay), Frenchville (Rockhampton) 3 Use Public Transport 1.7 13.2
SA: Stirling North, Lobethal 4 Both Parents Born Overseas 13.8 37.2
WA: Sunset Beach, Eaton 5 Work in Agriculture 2.7 107.6
TAS: Oakdowns, Spreyton 6 Attend University F/T 1.2 33.8
NT: Katherine, Moulden 7 Lone Parent Families 19.7 124.3
8
Other Segments within Group I Top 5 NESB Languages
46 Middle Eastern Multicultural Other Languages 1.9 29.0
45 Agricultural Vietnamese & Other South East Asian 0.8 32.7
43 Low Status Mixed Multicultural Indian & Other South Asian 0.6 19.2
42 Transient Suburban Chinese 0.4 9.6
40 Prov incial Fringe Italian 0.3 24.2
39 Blue Collar Suburban
37 Established Blue Collar Suburban
36 Mature Prov incial Suburban
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status families and mature independents in towns and
regional cities. Many young families and lone parent families. Live in
medium-sized, mortgaged houses (3 bedrooms) and drive to work. Lower
educational attainment and Certificate qualifications. Almost entirely
Caucasian, born in Australia and English-only speaking. Work as
Labourers, Technicians, Trade Workers, Machinery Operators and Drivers.
Outstanding debt and financial hardship. Vehicle and living expenses.
Loan Interest Repayments
Other Loan Interest Repayments
Sought Assistance Welfare/Community Orgs
Couldn't Raise Emergency $2K in Week
Loan Balance: Motor Vehicle Purchase
9.7%
9.9%
15.3%
19.8%
22.0%StrugglevilleBoomers
True BluesGrey Power
SurvivorsTwixters
debtStars
BoomersTwixters
debtStars
S plendour
I44
0.0%
0.5%
8.2%
7.1%
5.5%
30.6%
17.4%
30.7%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Hardware Supplies
Vehicle Fuel
Soft Drinks
Off Licence Spirits Consumption
Lotto Type Games and Instant Lottery
Baby Food and Nappies
Pet Food
Art and Craft Materials
Infant's Clothing
Vehicle Tyres and Tubes
Vehicle Parts and Accessories
Cigarettes and Tobacco
Sporting Goods and Equipment
Off Licence Beer Consumption
Vehicle Oils & Lubricants
3.4% 3.4%14.8%
63.4%
18.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
71A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
AgriculturalMainly employed in Agriculture
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.2 1.2
SES C 2.6 12.9
SES D 17.2 86.1
SES E 38.3 193.5
SES FG 41.6 211.1
Lifecycle Stage
Living at Home 7.2 68.7
Young Independents 6.1 47.2
Young Families 10.0 90.8
Middle Aged Families 13.2 98.8
Mature Families 15.0 90.9
Mature Independents 26.3 165.1
Early Seniors 14.6 127.5
Late Seniors 7.5 91.8
Tenure Type
Own 48.3 151.6
Mortgage 24.9 71.0
Rent 24.4 75.7
Other 2.4 292.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 41.4 127.7
NSW: Mathoura, Walcha 1 Flat 4+ Storeys 0.0 0.0
VIC: Timboon 2 Different Address 5 Yrs Ago 27.2 63.4
QLD: Texas, Mitchell 3 Use Public Transport 0.4 3.0
SA: Burra 4 Both Parents Born Overseas 8.7 23.4
WA: Hopetoun 5 Work in Agriculture 55.9 2216.4
TAS: Cressy 6 Attend University F/T 0.5 13.5
7 Lone Parent Families 8.3 52.7
Other Segments within Group I 8
46 Middle Eastern Multicultural Top 5 NESB Languages
44 Low Status Prov incial Suburban Other Languages 0.9 13.5
43 Low Status Mixed Multicultural Vietnamese & Other South East Asian 0.3 12.8
42 Transient Suburban Italian 0.2 16.6
40 Prov incial Fringe Australian Indigenous Languages 0.1 44.6
39 Blue Collar Suburban Chinese 0.1 2.5
37 Established Blue Collar Suburban
36 Mature Prov incial Suburban
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Families, mature independents and early seniors living in
regional and remote Australia. Homeowners living on large properties (3+
motor vehicles). Lower educational attainment. Work in Agriculture.
Almost entirely Caucasian, born in Australia and English-only speaking.
Marriage and full-time employment in older people. Home ownership
and medical costs.
Net Wealth of Household
Value of Shares, Bonds and Trusts
Sought Assistance Welfare/Community Orgs
Value of Non-Residential Property
Value of Own Business
9.2%
10.1%
16.6%
19.0%
23.6%
Boomers
True BluesGrey Power
Survivors
StrugglevilledebtStars
Boomers
True Blues
Twixters
debtStars
Boomers
I45
0.0%
0.9%
1.8%
12.4%
11.4%
20.1%
19.3%
34.1%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Cigarettes and Tobacco
Carpet and Floor Coverings
Home Improvements
Prescriptions
Specialist Doctor's Fees
Off Licence Beer Consumption
Biscuits
Accountant and tax agent fees
Off Licence Spirits Consumption
Magazines and Comics
Public School Fees
Optical Fees
Newspapers
Art and Craft Materials
Infant's Clothing
1.2% 1.1%13.3%
61.1%
16.6%
9.0%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
72A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Middle Eastern MulticulturalAreas with a strong middle eastern cultural influence.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.2 1.1
SES C 2.9 14.1
SES D 16.2 81.3
SES E 40.9 206.3
SES FG 39.8 202.0
Lifecycle Stage
Living at Home 19.9 189.7
Young Independents 7.6 58.6
Young Families 11.6 106.0
Middle Aged Families 13.9 103.7
Mature Families 21.4 129.4
Mature Independents 9.2 57.7
Early Seniors 8.9 77.5
Late Seniors 7.5 91.0
Tenure Type
Own 28.9 90.7
Mortgage 34.3 97.8
Rent 36.3 112.5
Other 0.5 61.5
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 29.5 91.0
NSW: South Granville, Greenacre 1 Flat 4+ Storeys 0.6 12.7
VIC: Roxburgh Park, Meadow Heights 2 Different Address 5 Yrs Ago 34.4 80.3
3 Use Public Transport 16.2 127.9
Other Segments within Group I 4 Both Parents Born Overseas 73.4 198.5
45 Agricultural 5 Work in Agriculture 0.2 7.7
44 Low Status Prov incial Suburban 6 Attend University F/T 3.9 113.0
43 Low Status Mixed Multicultural 7 Lone Parent Families 20.5 129.4
42 Transient Suburban 8
40 Prov incial Fringe Top 5 NESB Languages
39 Blue Collar Suburban Arabic & Other Middle Eastern 32.3 1752.3
37 Established Blue Collar Suburban Other Languages 13.0 195.3
36 Mature Prov incial Suburban Vietnamese & Other South East Asian 6.0 235.2
Indian & Other South Asian 5.6 189.8
Chinese 4.6 116.1
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Lower status large families living in suburban areas with a strong
Middle-Eastern/multicultural influence. Live in medium-sized houses (3
bedrooms and 4+ persons, many 6+) where both parents were born
overseas. Many people of Islamic faith. Work in Trades, Transport, Postal
and Warehousing Industries. Financial hardship and spend on essentials.
Just Break Even Most Weeks
Spend More Than Receive Each Week
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
11.2%
13.4%
13.7%
14.9%
16.9%Twixters
debtStars
S plendour
Boomers
True Blues
StrugglevilleGrey Power
Survivors
Slender Meanz
I46
0.0%
0.0%
0.0%
0.3%
0.0%
0.0%
26.3%
73.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Potato Crisps and Savoury Confectionery
Mobile Telephone Charges / Accounts
Cakes, Tarts and Puddings
Soft Drinks
Women's Footwear
Clothing Repairs and Dry Cleaning
Pasta and Rice
Public School Fees
Public Transport
Cigarettes and Tobacco
Children's Clothing
Vehicle Crash Repairs
Vehicle Oils & Lubricants
Baby Food and Nappies
Mobile Phones
1.0% 1.3%
99.5%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
73A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Retirement LivingMainly retirement homes.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 1.2 6.0
SES C 5.2 25.6
SES D 11.5 57.4
SES E 23.5 118.4
SES FG 58.7 297.8
Lifecycle Stage
Living at Home 2.2 21.1
Young Independents 2.9 22.4
Young Families 2.2 20.4
Middle Aged Families 2.7 20.0
Mature Families 3.9 23.5
Mature Independents 9.7 60.8
Early Seniors 24.9 217.6
Late Seniors 51.5 627.6
Tenure Type
Own 55.6 174.4
Mortgage 6.3 17.9
Rent 15.0 46.3
Other 23.2 2879.2
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 4.9 15.0
NSW: Canton Beach, West Haven 1 Flat 4+ Storeys 3.0 61.4
QLD: Cranley, Park Ridge 2 Different Address 5 Yrs Ago 42.1 98.2
SA: Waterloo Corner 3 Use Public Transport 4.9 38.6
WA: Menora, Murdoch 4 Both Parents Born Overseas 31.5 85.1
5 Work in Agriculture 1.2 47.1
Other Segments within Group K 6 Attend University F/T 0.6 18.9
55 Suburban Distress 7 Lone Parent Families 8.2 51.8
54 Indigenous 8
53 Prov incial Distress Top 5 NESB Languages
52 Small Town Blue Collar Suburban Other Languages 2.8 42.2
51 Family Battlers Chinese 0.6 15.8
50 Low Status Rural Fringe Italian 0.6 49.7
49 Established Asian Indian & Other South Asian 0.4 12.3
48 Small Town Battler Vietnamese & Other South East Asian 0.3 12.8
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Seniors in city or regional areas living in retirement
homes/communities. Many widows/widowers. High levels of home
ownership. Lower educational attainment. Income from pensions and
spending patterns geared towards basic needs.
Home Equity
Value of Shares, Bonds and Trusts
Investable Assets
Value of Financial Institution Accounts
Income From Govt Pensions/Allowances
3.3%
4.4%
6.2%
12.8%
62.0%
Grey Power
Survivors
Grey Power
SurvivorsSlender MeanzBoomers
True BluesdebtStars
Boomers
True Blues
K47
0.9%
0.0%
1.0%
12.5%
8.2%
28.3%
15.8%
33.4%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Clothing Repairs and Dry Cleaning
Green Fees
Specialist Doctor's Fees
Medicines and Pharmaceutical Products
Fixed Telephone Account
Frozen Prepared Meals
Condiments and Spreads
Magazines and Comics
Travel Insurance Payments
Prescriptions
Lotto Type Games and Instant Lottery
Gardening Services
Lottery Tickets
Newspapers
Body Corporate Payments: Main Residence
1.0% 0.6%
74.6%
23.3%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
74A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Small Town BattlerBattling families and seniors in small regional towns
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.7
SES C 0.9 4.4
SES D 6.7 33.5
SES E 25.5 128.8
SES FG 66.8 338.8
Lifecycle Stage
Living at Home 7.3 69.8
Young Independents 7.0 54.0
Young Families 11.4 104.1
Middle Aged Families 10.7 80.3
Mature Families 12.3 74.5
Mature Independents 21.1 132.7
Early Seniors 16.4 143.4
Late Seniors 13.6 165.6
Tenure Type
Own 39.7 124.6
Mortgage 29.2 83.4
Rent 30.6 94.8
Other 0.5 56.7
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 22.5 69.4
NSW: Harden, Guyra 1 Flat 4+ Storeys 0.0 0.4
VIC: Nathalia, Tallangatta 2 Different Address 5 Yrs Ago 37.6 87.8
QLD: Winton, Home Hill 3 Use Public Transport 0.9 7.0
SA: Balaklava, Crystal Brook 4 Both Parents Born Overseas 13.1 35.3
WA: Kellerberrin, Wonthella 5 Work in Agriculture 6.0 236.0
TAS: Scottsdale, Port Sorell 6 Attend University F/T 0.6 18.1
7 Lone Parent Families 19.8 124.9
Other Segments within Group K 8
55 Suburban Distress Top 5 NESB Languages
54 Indigenous Other Languages 1.5 22.4
53 Prov incial Distress Vietnamese & Other South East Asian 0.6 24.2
52 Small Town Blue Collar Suburban Italian 0.5 42.7
51 Family Battlers Indian & Other South Asian 0.4 14.6
50 Low Status Rural Fringe Chinese 0.4 9.4
49 Established Asian
47 Retirement Liv ing
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Low status seniors and families in regional areas. Homeowners in
moderately sized houses (3 bedrooms). Only speak English. Lower
educational attainment and work as Labourers and Trade Workers.
Income from pensions and spend on essentials.
Value of Contents: Main Residence
Just Break Even Most Weeks
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
Income From Govt Pensions/Allowances
5.0%
16.4%
19.1%
19.8%
28.8%
Grey Power
Survivors
Slender MeanzBoomers
True Blues
Struggleville
Twixters
debtStars
S plendour
K48
0.0%
0.0%
6.1%
5.2%
7.8%
19.2%
24.3%
37.3%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Green Fees
Prescriptions
Gardening Products
Optical Fees
Coffee
House and Contents Insurance
Art and Craft Materials
Pet Food
Frozen Prepared Meals
Vehicle Tyres and Tubes
Lotto Type Games and Instant Lottery
Off Licence Beer Consumption
Cigarettes and Tobacco
Vehicle Oils & Lubricants
Newspapers
4.1% 3.6%
6.6%
54.3%
34.9%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
75A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Established AsianAreas with a strong Vietnamese & other Asian influence.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.6
SES C 1.1 5.5
SES D 6.6 33.0
SES E 24.2 122.1
SES FG 68.0 345.0
Lifecycle Stage
Living at Home 17.6 167.2
Young Independents 10.8 83.0
Young Families 10.4 94.5
Middle Aged Families 11.7 87.7
Mature Families 21.2 128.0
Mature Independents 10.7 67.0
Early Seniors 9.8 85.4
Late Seniors 7.9 96.2
Tenure Type
Own 31.4 98.4
Mortgage 28.0 80.1
Rent 40.1 124.2
Other 0.5 62.6
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 22.1 68.3
NSW: Cabramatta, Canley Heights 1 Flat 4+ Storeys 2.5 50.6
VIC: Springvale South, Sunshine North 2 Different Address 5 Yrs Ago 35.6 83.0
QLD: Inala, Darra 3 Use Public Transport 16.3 128.9
SA: Woodville Gardens, Athol Park 4 Both Parents Born Overseas 82.6 223.3
5 Work in Agriculture 1.2 47.1
Other Segments within Group K 6 Attend University F/T 4.8 139.9
55 Suburban Distress 7 Lone Parent Families 25.3 160.0
54 Indigenous 8
53 Prov incial Distress Top 5 NESB Languages
52 Small Town Blue Collar Suburban Vietnamese & Other South East Asian 31.5 1237.7
51 Family Battlers Other Languages 18.1 273.4
50 Low Status Rural Fringe Chinese 9.2 232.1
48 Small Town Battler Indian & Other South Asian 4.4 149.5
47 Retirement Liv ing Arabic & Other Middle Eastern 3.4 182.6
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Low status suburban areas with strong Vietnamese & South East
Asian influence. Low household and individual income families living in
moderately sized houses (3 bedrooms). When speak another language
less likely to speak English well. Work in Manufacturing and as Labourers,
Machinery Operators and Drivers. Welfare assistance and low levels of
discretionary spending.
Value of Non-Residential Property
Sought Assistance Welfare/Community Orgs
Spend More Than Receive Each Week
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
10.0%
16.6%
16.8%
17.0%
26.6%Slender MeanzGrey Power
Survivors
StrugglevilleBoomers
True Blues
Twixters
debtStars
S plendour
K49
0.0%
0.0%
0.0%
1.3%
10.0%
8.6%
50.3%
29.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Non-Prescribed Pain Relievers
Comprehensive Motor Vehicle Insurance
Mobile Telephone Charges / Accounts
Meat
Cigarettes and Tobacco
Vehicle Crash Repairs
Baby Food and Nappies
Mobile Phones
Public Transport
Travel Goods, Handbags, Umbrellas etc.
Tertiary Education Fees
Fish and Seafood
Vehicle Oils & Lubricants
Public School Fees
Pasta and Rice
0.9% 1.1%
99.8%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
76A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Low Status Rural FringeLow cost housing areas on the fringe of provincial towns.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.3
SES C 0.9 4.3
SES D 7.1 35.6
SES E 25.6 129.0
SES FG 66.4 336.9
Lifecycle Stage
Living at Home 5.9 56.1
Young Independents 4.8 37.1
Young Families 6.7 61.5
Middle Aged Families 9.4 70.0
Mature Families 12.2 74.0
Mature Independents 30.8 193.3
Early Seniors 20.3 177.4
Late Seniors 9.8 119.7
Tenure Type
Own 50.1 157.1
Mortgage 28.9 82.6
Rent 20.0 62.0
Other 1.0 121.4
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 23.1 71.5
NSW: Nimbin, Mathoura 1 Flat 4+ Storeys 0.0 0.1
VIC: Venus Bay, Casterton 2 Different Address 5 Yrs Ago 32.4 75.6
QLD: Glenwood, Jandowae 3 Use Public Transport 0.9 6.8
SA: Cowell, Yorketown 4 Both Parents Born Overseas 16.4 44.3
WA: Denham, Nannup 5 Work in Agriculture 19.4 768.1
TAS: Primrose Sands, St Helens 6 Attend University F/T 0.3 9.8
7 Lone Parent Families 13.7 86.4
Other Segments within Group K 8
55 Suburban Distress Top 5 NESB Languages
54 Indigenous Other Languages 1.3 20.0
53 Prov incial Distress Vietnamese & Other South East Asian 0.3 11.3
52 Small Town Blue Collar Suburban Italian 0.2 18.5
51 Family Battlers Chinese 0.2 4.2
49 Established Asian Australian Indigenous Languages 0.1 44.9
48 Small Town Battler
47 Retirement Liv ing
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Low status early seniors and mature independents living on the
fringes of regional towns. Homeowners with low household and individual
incomes. Many lone person households. Lower educational attainment
and work in agriculture. Financial hardship, spend on essentials and
welfare assistance.
Couldn't Raise Emergency $2K in Week
Income From Govt Pensions/Allowances
Sought Assistance Welfare/Community Orgs
Value of Own Business
Value of Non-Residential Property
4.4%
12.6%
21.0%
23.6%
28.4%
Grey Power
SurvivorsBoomers
True Blues
Slender MeanzStrugglevilledebtStars
Boomers
True Blues
K50
0.0%
0.9%
10.2%
11.5%
9.8%
31.2%
14.5%
21.9%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Frozen Prepared Meals
Coffee
Repairs and Maintenance
Vehicle Tyres and Tubes
Pet Food
Prescriptions
Gardening Products
House and Contents Insurance
Magazines and Comics
Off Licence Beer Consumption
Optical Fees
Lotto Type Games and Instant Lottery
Cigarettes and Tobacco
Vehicle Oils & Lubricants
Newspapers
1.6% 1.3% 28.2%
58.3%
7.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
77A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Family BattlersBattling blue collar families.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.0 0.2
SES C 0.4 2.0
SES D 4.2 20.8
SES E 24.8 124.9
SES FG 70.6 358.5
Lifecycle Stage
Living at Home 13.9 131.8
Young Independents 9.3 71.4
Young Families 14.6 132.7
Middle Aged Families 12.9 96.7
Mature Families 17.3 104.3
Mature Independents 15.1 95.0
Early Seniors 10.6 92.9
Late Seniors 6.3 77.2
Tenure Type
Own 23.1 72.6
Mortgage 35.9 102.6
Rent 40.6 125.9
Other 0.3 34.7
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 23.4 72.3
NSW: Blackett, North St Marys 1 Flat 4+ Storeys 0.0 0.3
VIC: Melton South, Corio 2 Different Address 5 Yrs Ago 39.6 92.2
QLD: Kingston, Logan Central 3 Use Public Transport 8.5 66.9
SA: Brahma Lodge, Salisbury North 4 Both Parents Born Overseas 37.1 100.4
WA: Camillo, Midvale 5 Work in Agriculture 1.3 50.0
6 Attend University F/T 1.6 46.6
Other Segments within Group K 7 Lone Parent Families 29.2 184.0
55 Suburban Distress 8
54 Indigenous Top 5 NESB Languages
53 Prov incial Distress Other Languages 9.5 142.9
52 Small Town Blue Collar Suburban Vietnamese & Other South East Asian 2.9 115.4
50 Low Status Rural Fringe Indian & Other South Asian 2.4 79.7
49 Established Asian Arabic & Other Middle Eastern 1.4 76.7
48 Small Town Battler Chinese 1.1 27.2
47 Retirement Liv ing
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Low status families living around the city fringes. Have low
household and individual incomes and live in moderately sized houses (3
bedrooms). Attained Certificate qualifications and work in low-skill
occupations. Many divorced or have never been married. Financial
hardship, spend on essentials, debt and welfare assistance.
Loan Balance: Motor Vehicle Purchase
Spend More Than Receive Each Week
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
6.8%
16.7%
18.0%
21.3%
30.4%Slender MeanzStrugglevilleBoomers
True BluesGrey Power
Survivors
Twixters
debtStars
S plendour
K51
0.0%
0.4%
0.1%
21.2%
14.6%
33.0%
16.3%
14.5%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Off Licence Beer Consumption
Rent Payments
Pay TV Subscription
Vehicle Oils & Lubricants
Lotto Type Games and Instant Lottery
Mobile Telephone Charges / Accounts
Delicatessen
Potato Crisps and Savoury Confectionery
Pet Food
Frozen Prepared Meals
Public School Fees
Pet Supplies / Animal Expenses
Soft Drinks
Baby Food and Nappies
Cigarettes and Tobacco
1.9% 2.0%
93.0%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
78A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Small Town Blue Collar SuburbanMature households in smaller country towns & provincial areas.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.6
SES C 0.9 4.4
SES D 4.2 20.8
SES E 16.3 82.1
SES FG 78.6 398.7
Lifecycle Stage
Living at Home 5.3 50.5
Young Independents 6.6 50.4
Young Families 7.2 65.5
Middle Aged Families 7.2 53.6
Mature Families 9.3 56.0
Mature Independents 22.1 138.8
Early Seniors 21.9 191.2
Late Seniors 20.5 250.1
Tenure Type
Own 44.1 138.4
Mortgage 18.3 52.3
Rent 36.3 112.6
Other 1.2 154.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 14.0 43.2
NSW: I luka, Chinderah 1 Flat 4+ Storeys 1.2 23.8
VIC: Orbost, Beaufort 2 Different Address 5 Yrs Ago 41.7 97.2
QLD: Tin Can Bay, Howard 3 Use Public Transport 1.7 13.5
SA: Peterborough, Goolwa 4 Both Parents Born Overseas 18.4 49.7
WA: Augusta, Furnissdale 5 Work in Agriculture 4.7 184.4
TAS: St Helens, Beauty Point 6 Attend University F/T 0.5 15.9
7 Lone Parent Families 20.5 129.2
Other Segments within Group K 8
55 Suburban Distress Top 5 NESB Languages
54 Indigenous Other Languages 1.9 28.0
53 Prov incial Distress Vietnamese & Other South East Asian 0.6 23.3
51 Family Battlers Italian 0.5 41.4
50 Low Status Rural Fringe Indian & Other South Asian 0.5 15.9
49 Established Asian Chinese 0.4 10.1
48 Small Town Battler
47 Retirement Liv ing
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Low status seniors in regional areas. Homeowners living in
retirement in small houses (2 bedrooms). Many lone person households.
Lower educational attainment. Income from pensions as well as medical
and basic living expenses.
Value of Financial Institution Accounts
Just Break Even Most Weeks
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
Income From Govt Pensions/Allowances
4.2%
8.3%
12.9%
26.7%
41.0%
Grey Power
Survivors
Slender MeanzBoomers
True Blues
Struggleville
Independents
K52
0.1%
0.0%
5.5%
4.4%
8.3%
20.7%
22.8%
38.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Vehicle Oils & Lubricants
Magazines and Comics
Medicines and Pharmaceutical Products
Condiments and Spreads
Green Fees
Gardening Services
Coffee
Fixed Telephone Account
Optical Fees
Prescriptions
Frozen Prepared Meals
Lotto Type Games and Instant Lottery
Cigarettes and Tobacco
Body Corporate Payments: Main Residence
Newspapers
2.4% 1.7%18.8%
53.2%
25.6%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
79A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Provincial DistressLow cost suburban housing in regional cities & provincial towns.
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.3
SES C 0.3 1.3
SES D 1.9 9.3
SES E 13.0 65.6
SES FG 84.8 430.5
Lifecycle Stage
Living at Home 9.5 90.1
Young Independents 10.0 77.0
Young Families 13.2 120.8
Middle Aged Families 10.8 80.5
Mature Families 13.1 79.2
Mature Independents 19.6 122.8
Early Seniors 13.3 116.0
Late Seniors 10.5 128.3
Tenure Type
Own 28.0 88.0
Mortgage 26.3 75.0
Rent 45.3 140.2
Other 0.4 51.0
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 15.4 47.4
NSW: South Lismore, Argenton 1 Flat 4+ Storeys 0.1 2.9
VIC: Whittington, Sebastopol 2 Different Address 5 Yrs Ago 40.5 94.3
QLD: Walkervale, Barney Point 3 Use Public Transport 2.2 17.6
SA: Solomontown, Whyalla Norrie 4 Both Parents Born Overseas 15.7 42.6
WA: Nulsen, Lockyer 5 Work in Agriculture 3.3 129.5
TAS: Risdon Vale, Waverley 6 Attend University F/T 1.1 32.4
7 Lone Parent Families 30.2 190.5
Other Segments within Group K 8
55 Suburban Distress Top 5 NESB Languages
54 Indigenous Other Languages 2.3 34.3
52 Small Town Blue Collar Suburban Vietnamese & Other South East Asian 1.0 37.4
51 Family Battlers Indian & Other South Asian 0.8 28.2
50 Low Status Rural Fringe Chinese 0.6 14.6
49 Established Asian Arabic & Other Middle Eastern 0.3 17.5
48 Small Town Battler
47 Retirement Liv ing
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Low status suburban areas in regional cities or provincial towns.
Low cost housing. Many lone parent families and lone person households.
Have low individual and household incomes. Lower educational
attainment and high levels of either unemployment and/or not being in
the labour force. Tend to work as Labourers, Machine Operators & Drivers.
Financial hardship, spend on essentials and welfare assistance.
Spend More Than Receive Each Week
Just Break Even Most Weeks
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
3.4%
9.7%
11.3%
23.6%
48.2%Slender MeanzGrey Power
Survivors
StrugglevilleBoomers
True Blues
Independents
K53
0.1%
0.3%
10.5%
5.4%
12.0%
21.5%
19.1%
31.1%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Sporting Goods and Equipment
Baby Food and Nappies
Other Confectionery
Vehicle Tyres and Tubes
Vehicle Parts and Accessories
Infant's Clothing
Soft Drinks
Rent Payments
Pet Food
Lotto Type Games and Instant Lottery
Newspapers
Frozen Prepared Meals
Off Licence Beer Consumption
Vehicle Oils & Lubricants
Cigarettes and Tobacco
3.1% 2.7%20.1%
58.5%
18.1%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
80A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
IndigenousIndigenous communities
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.1 0.4
SES C 0.3 1.7
SES D 0.7 3.3
SES E 4.2 21.3
SES FG 94.7 480.5
Lifecycle Stage
Living at Home 17.1 163.0
Young Independents 8.5 65.1
Young Families 19.4 176.7
Middle Aged Families 13.7 102.6
Mature Families 20.1 121.6
Mature Independents 9.6 60.5
Early Seniors 7.4 64.2
Late Seniors 4.2 51.0
Tenure Type
Own 4.4 13.8
Mortgage 0.7 1.9
Rent 93.2 288.8
Other 1.7 211.9
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 22.8 70.3
WA: Dampier Peninsula, Halls Creek 1 Flat 4+ Storeys 0.0 0.0
2 Different Address 5 Yrs Ago 15.4 35.9
Other Segments within Group K 3 Use Public Transport 2.4 18.5
4 Both Parents Born Overseas 2.6 7.1
53 Prov incial Distress 5 Work in Agriculture 3.9 156.2
52 Small Town Blue Collar Suburban 6 Attend University F/T 0.1 2.0
51 Family Battlers 7 Lone Parent Families 32.4 204.8
50 Low Status Rural Fringe 8
49 Established Asian Top 5 NESB Languages
48 Small Town Battler Australian Indigenous Languages 58.6 22138.5
47 Retirement Liv ing Other Languages 2.6 39.8
Vietnamese & Other South East Asian 0.1 3.7
Chinese 0.1 1.4
Indian & Other South Asian 0.0 1.3
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Indigenous communities living in very remote Australia. Renting
in low-cost/social housing in extended family groups. Disadvantaged and
have low individual and household incomes.
Loan Interest Repayments
Income From Govt Pensions/Allowances
Spend More Than Receive Each Week
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
0.8%
1.8%
3.3%
11.5%
81.7%Slender MeanzGrey Power
Survivors
StrugglevilleBoomers
True Blues
Independents
K54
0.0%
41.6%
0.0%
20.2%
4.1%
29.8%
0.0%
4.2%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Household Consumables
Public School Fees
Pasta and Rice
Soft Drinks
Formal Child Care Services
Cinema Fees and Charges
Off Licence Beer Consumption
Vehicle Parts and Accessories
Mobile Phones
Infant's Clothing
Rent Payments
Vehicle Oils & Lubricants
Cigarettes and Tobacco
Children's Clothing
Baby Food and Nappies
0.2% 0.4%
6.0%
14.0%
77.5%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
81A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
Suburban DistressDisadvantaged households
Summary Demographics Household Expenditure: Top 15 Composition of Segment by State
Socioeconomic Status Seg % Index
SES AB 0.0 0.2
SES C 0.3 1.2
SES D 1.2 5.9
SES E 5.7 28.7
SES FG 92.9 471.2
Lifecycle Stage
Living at Home 12.7 121.1
Young Independents 10.1 77.7
Young Families 12.2 111.1
Middle Aged Families 10.6 79.2
Mature Families 14.8 89.3
Mature Independents 18.3 115.0
Early Seniors 12.4 108.0
Late Seniors 8.9 108.9
Tenure Type
Own 10.8 33.9
Mortgage 13.6 38.9
Rent 74.9 231.9
Other 0.7 85.3
Aust Population
Other Characteristics
Towns/Suburbs Exemplifying this Segment 4+ Bedrooms 10.2 31.4
NSW: Airds, Claymore 1 Flat 4+ Storeys 7.3 148.5
VIC: Norlane 2 Different Address 5 Yrs Ago 35.7 83.3
QLD: Leichhardt, Ellen Grove 3 Use Public Transport 11.0 86.9
SA: Elizabeth South, Elizabeth North 4 Both Parents Born Overseas 30.6 82.7
TAS: Gagebrook, Shorewell Park 5 Work in Agriculture 1.8 72.7
6 Attend University F/T 1.2 34.6
Other Segments within Group K 7 Lone Parent Families 45.6 288.0
54 Indigenous 8
53 Prov incial Distress Top 5 NESB Languages
52 Small Town Blue Collar Suburban Other Languages 8.7 130.9
51 Family Battlers Arabic & Other Middle Eastern 2.5 136.8
50 Low Status Rural Fringe Vietnamese & Other South East Asian 2.3 90.1
49 Established Asian Chinese 1.6 40.9
48 Small Town Battler Indian & Other South Asian 1.2 39.6
47 Retirement Liv ing
Aust Households
Remoteness
geoTribes Composition: Top 5Household Economics: Top 5
Typically: Disadvantaged, lone parent families renting in low-cost/social
housing. Have low individual and household incomes. Many divorces or
have never been married. Lower educational attainment and high levels
of either unemployment and/or not being in the labour force. Tend to
work as Labourers, Machine Operators & Drivers. Financial hardship,
spend on essentials and welfare assistance.
Just Break Even Most Weeks
Spend More Than Receive Each Week
Income From Govt Pensions/Allowances
Couldn't Raise Emergency $2K in Week
Sought Assistance Welfare/Community Orgs
1.8%
3.5%
3.7%
20.8%
68.2%Slender MeanzGrey Power
Survivors
StrugglevilleBoomers
True Blues
Independents
K55
0.0%
0.2%
6.0%
1.8%
21.8%
8.6%
18.8%
42.8%
ACT
NT
TAS
WA
SA
QLD
VIC
NSW
Household Consumables
Other Confectionery
Potato Crisps and Savoury Confectionery
Vehicle Oils & Lubricants
Taxis
Mobile Phones
Electricity and Mains: Main Residence
Off Licence Beer Consumption
Soft Drinks
Frozen Prepared Meals
Public School Fees
Infant's Clothing
Baby Food and Nappies
Rent Payments
Cigarettes and Tobacco
0.9% 0.8%
67.7%
22.4%
8.5%
Dummy1 Dummy2
Major Cities of Australia Inner Regional Australia
Outer Regional Australia Remote Australia
Very Remote Australia Dummy
82A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoTribes backgroundLeading corporations and agencies use geoTribes person level segments for customer base
and audience profiling, integration of market research & behavioural data and targeted
personalised communications.
geoTribes is built using advanced person-level geodemographic modeling and is available
through a global web-service platform that supports execution across digital, CRM and
geospatial channels.
83A PRODUCT OF RDA RESEARCH © Copyright RDA Research 2019
geoTribes 15 Segments Positioning Chart
geoTribes has 15 Person-Level Segments based on Socioeconomic Status & Lifecycle Stage. Factual age is used in tagging to give each Tribe a
distinct Lifecycle Stage rather than the blend found in other geodemographic tools.
(0.0%) = % Australian Population 18+ yo
A PRODUCT OF RDA RESEARCH © Copyright Robert Dommett & Associates Pty Ltd 2018
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Affluent Mature FamiliesVery high incomes & discretionary spend. Mature
children. High home ownership & investments.
Enjoying the position of success.
Exclusive, distinctive, aesthetic, quality & genuine status.
Ambitious Younger & Middle Aged Families
Higher SES with high levels of income & debt.
High household spend. Younger children.
Family ambition & commitment to “Making it!”
Accessible status memorable experiences that show success.
Financially Secure Retirees & Pre-Retirees
Incomes primarily from superannuation &
investments.
Comfortable enjoying the fruits of a successful life.
Exclusive, sophisticated, epicurean, quality evolved & cultural.
Career-OrientedSingles & Couples
High earned incomes & hours worked. Higher
occupational status, especially professionals.
Getting the most from life, getting ahead. Finding the ‘right’ someone.
Fashionable, branded, stylish, status & great experiences.
Mature Children Living With Affluent Parents
Privately educated. Tertiary studies.
Enjoying recreation & travel.
“All about me.” Having a great life & looking good among my friends.
Funky, popular, memorable & safe rebellion.
Young Singles& Couples
Studying. Casual & part-time employment.
Personal debt & travel. Renting.
Having fun with friends & working out how to get ahead.
Popular, affordable goods & experiences.
Middle ClassMature Families
Mature aged families with dependent children.
High mortgage debt & interest payments.
Fitting into the fabric of suburban life. Finding indulgencies along the way.
Practical & sensible. Personal expressions like sports, hobbies & lifestyle.
Mature ChildrenLiving at Home
Part-time employment. Studying. High digital
media usage & telecommunication spend.
Enjoying life with my friends, while being mindful of the challenges ahead.
Popular affordable status.
Financially Extended Younger Families
Middle-SES with high levels of mortgage, credit
card & consumer debt. Infants & young children.
Coming to grips with family responsibility.
Affordable, mass status & tight budgeting. Developing personal interests.
White Collar PostFamily Pre-Retirees
Middle SES singles & couples. Investments,
especially in property, cash & shares.
Conserving the better things of life. Practical, conservative & more than
a little cynical, with further development of personal interests.
Blue Collar Mature Families & Pre-Retiree Singles or Couples
Lower SES & long working hours.Realistic acceptance that this is it.
Basic, tradition, value, modesty, necessity & genuine community.
Struggling Young & Middle Aged Families
Lower SES. Young children, employment problems,
lone parents, consumer debt & government support.
Pushing ahead inspite of the hardships. Low cost status, affordable
experiences, fantasy, escape & dreams of a better life.
Better Off RetireesHome ownership. Cash investments. Voluntary
work. Religious & community involvement.
Aging well.
Basics, expert endorsement, familiarity security & community.
Retirees Living on Minimal Incomes
Subsistence living on government benefits.Holing on to what you can.
Basics, tradition, independence & minimization.
People Living inUnderprivileged Circumstances
Government benefits. Public housing. Unemployment,
dislocation, divorces & personal trauma.
Living the life of an underdog.
Basics, little indulgencies & small pleasures. Living for now.
HIGHLIGHTS KEY NEEDSSUMMARY15 geoTRIBES
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