SEGMENT 1

GROUP A HIGH NET WORTH AND LUXURY LIVING

DESCRIPTION
This segment contains Australia’s wealthiest people living
in today’s highest value properties. Mature families with
two or three children are prevalent. The children are most
commonly in the 15 to 19 year age bracket, but also infant
and primary level school is sometimes present. People in
this segment tend to stay put their areas are referred to
as “stable suburbs,” and over time, people are increasing
their wealth. Those that rent often pay $650 per week or
above. Volunteerism is strong compared to other segments.
Occupation tends toward professional, financial services,
media, management, science and technology services and
real estate.

HOUSEHOLD INCOME
Personal income in this segment is well above $155,000,
ranked in the top decile. They are the highest spending
of all segments.

EDUCATION
Private school education and university attendance is high.

DRIVING
Typically, many households have three or more motor
vehicles. All luxury cars, including: Bentley, BMW, Ferrari,
DEFINING FEATURES Lexus, Maserati, Mercedes Benz and Porsche. Also, they
Mature families spend above average on smart cars including Volvo, Land
High net worth Rover and Range Rover.
Professionals
SPENDING
High level of education
With Australia’s wealthiest people, it is not surprising
Wealthy now and getting wealthier
that this is the highest spending segment. Some of the
Well established and less likely to move
top expenditure items include private school fees, tax,
superannuation, and insurance as well as leisure items
OVERALL SEGMENT POPULATION
such as meals out, wine, books, theatre tickets and
(HOUSEHOLDS)
admission fees to sporting events.
237,711

% OF OVERALL POPULATION
2.2%

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 2
GROUP B
A
G
1
11
LONG
HIGH NET
URBANCOMMUTE
SOPHISTICATES
WORTHFAMILIES
& LUXURY LIVING

DEFINING FEATURES DESCRIPTION

Young couples and singles This segment consists of younger urban sophisticates
currently in multi-level, high density living. The 20-34 year
High net worth
age group is prevalent, with a high number of de facto and
Professionals single person households coming from diverse backgrounds.
High level of education
Wealthy now and getting wealthier HOUSEHOLD INCOME
The proportion of people with annual incomes above
Likely to move
$110,000 is four times the national average.

OVERALL SEGMENT POPULATION EDUCATION

(HOUSEHOLDS) Above average numbers at university enrolled in
post-graduate studies.
103,298
DRIVING
% OF OVERALL POPULATION None or one vehicle, and four times more likely to walk to
1.0% work. Those who own a car predominantly purchase luxury
brands such as Aston Martin, Audi, Bentley, BMW, Ferrari,
Lexus, Maserati, Mercedes Benz and Porsche. Also, they
spend above average on other brands: Alfa Romeo, Fiat,
Range Rover, Citroen, Volkswagen, Volvo and smart cars.

SPENDING
This segment spends well above average on body corporate
(housing) fees, housekeeping and cleaning services, rent,
taxis, motor tolls, education and pre-school, spectator sports,
fitness fees and holiday car hire.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 3
GROUP A
G
1
11
LONG
HIGHPROFESSIONALS
UBER NET
COMMUTE
WORTHFAMILIES
& LUXURY
WITH LIVING
RISING WEALTH

DEFINING FEATURES DESCRIPTION

Young couples and singles This segment is made up of young professional couples,
with very high incomes who at this stage of their careers,
High net worth live in multi-story flats, units or apartments. If it is true
Professionals that Australia is a knowledge economy, this is where the
knowledge economy is most visible. At this time, many of
High level of education them are in the “never married” category with the 25-34
Wealthy now and getting wealthier years age group strong and some have children. People in
this segment tend strongly toward professional occupations,
Likely to move especially working in scientific and technology services,
financial/insurance services and media/telecommunications.
OVERALL SEGMENT POPULATION
HOUSEHOLD INCOME
(HOUSEHOLDS) In terms of both median household income and household
250,676 net worth, this segment ranks at the top. People in this
segment are four times more likely than average to
command an annual salary above $100,000.
% OF OVERALL POPULATION
EDUCATION
2.4% Those above 25 years of age are more likely than average to
be at university.

DRIVING
People in this segment typically have one car or no car. Many
luxury cars, such as Alfa Romeo, Aston Martin, Audi, BMW,
Bentley, Maserati, Mercedes Benz, Porsche, Range Rover and
Volvo are over represented.

SPENDING
Reflecting their very high incomes, people in this segment
are some of the highest spenders, particularly on school
fees, tax, rent, superannuation, meals out, gym memberships,
motoring tolls, books and car rental for holidays in Australia.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 4
GROUP A
G
1
11
LONG
HIGH NET
MAINSTREAM
COMMUTE
WORTH
PROFESSIONALS
FAMILIES
& LUXURY LIVING

DEFINING FEATURES DESCRIPTION

Unmarried young couples Young unmarried couples in de facto relationships and some
with families who enjoy a good quality life, dominate in this
High net worth
segment. Whilst 25-44 years of age are prevalent in this
Professionals segment, other age groups are still extensive.
High level of education
Wealthy now and getting wealthier HOUSEHOLD INCOME
Personal annual income for this segment is above $150,000,
Quite likely to move
and they are three times more likely than average to have an
annual income above $100,000.
OVERALL SEGMENT POPULATION
(HOUSEHOLDS) EDUCATION
This segment has a high level of education with many
341,655
completing post-graduate degrees. Full-time TAFE
attendance is above average.
% OF OVERALL POPULATION
3.2% DRIVING
None or one vehicle with above average spend on luxury
cars such as Audi, Mercedes Benz, Saab, Aston Martin,
Ferrari, Porsche and Lamborghini. This segment also spends
above average on smart cars, Citroen, Rover, Subaru,
Peugeot and Lexus.

SPENDING
In line with their good quality of life, people in this segment
spend heavily on secondary school and preschool fees,
superannuation, gym memberships, rent, body corporate
fees and meals out.

Suite 2, Level 1, Wharf 10 | 52 Pirrama Rd. | Pyrmont NSW 2009

GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 5
GROUP C
A
G
1
11
LONG
HIGH NET
STABLE
COMMUTE
MATURE
WORTHFAMILIES
FAMILIES
& LUXURY LIVING
DESCRIPTION
This segment contains Australia’s wealthiest people living in
today’s highest value properties. Mature families with two
or three children are prevalent. Currently, the children are
most commonly in the 15 to 19 year age bracket, but also
infant and primary level school is sometimes present. People
in this segment tend to stay put — their areas are referred
to as ‘stable suburbs’ and over time, people are increasing
their wealth. Those that rent often pay $650 per week or
above. Volunteerism is strong compared to other segments.
Occupation tends toward professional, financial services
media, management, science and technology services,
real estate.

DEFINING FEATURES DESCRIPTION

HOUSEHOLD INCOME
Mature families Mature
Personalfamilies
incomewith a high
in this rate of
segment is marriage and
well above late teen
$155,000,
children tend to dominate in this segment. Often made up
Net worth quite high ranked in the top decile,
of married couples in theThey
45 toare
64theagehighest spending
group with children
Professionals and working of all segments.
ranging from early teens to early/mid-20s. People from this
Affluence declining segment are twice as likely to work in wholesale trade and
Settled and less likely to move financial/insurance
EDUCATION services.
Live at the same address for more than Private schoolINCOME
education and university attendance
HOUSEHOLD
five years is high. very high in terms of household income, personal
Ranked
annual incomes are generally above $100,000.
OVERALL SEGMENT POPULATION DRIVING
EDUCATION
(HOUSEHOLDS) Typically,
People in many households
this segment havehave threeaverage
an above or morelikelihood
motor to
282,607 vehicles. All luxury cars, including: Bentley, BMW,
have an advanced diploma or diploma level of education. Ferrari,
Lexus, Maserati, Mercedes Benz, Porsche. Also, they spend
% OF OVERALL POPULATION DRIVING
above average on smart cars though, Volvo, Land Rover
This segment purchases a wide range of motor vehicles and
2.7% and Range
is less likelyRover
to purchase smart cars or luxury cars. Tend to
have three or four cars.
SPENDING
SPENDING
With Australia’s wealthiest people, it is not surprising that
With high household income, this segment does lots of big
High Society
spending. is the
Items highest
that tend tospending segment.
soak up money Some home
include of
the top expenditure
purchase, items include
home renovations private school
and landscaping, fees,as
as well tax,
fees for independent
superannuation, and private
and insurance asschools.
well as leisure items such
as meals out, wine, books, theatre tickets and admission fees
to sporting events.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 6
GROUP C
A
G
1
11
HIGH AMENITY
NET WORTH
AND
& RISING
LUXURY LIVING

DEFINING FEATURES DESCRIPTION

Mature families These are predominantly mature families, living in
increasingly sought after and desirable urban areas with
High net worth low levels of recent migration. This segment generally has a
Professionals fairly uniform age distribution and the proportion of married
Wealthy now and getting wealthier couples is average. They work in information, media and
telecommunications, public administration/safety, scientific
Settled and less likely to move and technical services.

OVERALL SEGMENT POPULATION HOUSEHOLD INCOME

Representation of both lower and higher personal income
(HOUSEHOLDS) levels 1.5 times the national average for people earning over
371,269 $100,000 a year.

EDUCATION
% OF OVERALL POPULATION People in this segment have an above average private
3.5% education and higher education. People in this segment
are 1.5 times as likely to have a post-graduate or graduate
diploma qualification.

DRIVING
Two or more cars are common, and people in this segment
are more likely to own mid-price to high end vehicles brands
such as Lotus, Volkswagen, Subaru, Renault, Lexus, Audi and
Alfa Romeo.

SPENDING
This segment spends far more than average on income tax,
mortgage repayments and superannuation. These people
are twice as likely to spend between $450-$550 a week on
rent. However, life is not dull, for they also outspend most
Australians on artwork, photographic equipment, meals out,
overseas accommodation and clothing accessories.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 7
GROUP C
A
G
1
11
LONG
HIGH NET
ESTABLISHED
COMMUTE
WORTH
ANDFAMILIES
&
COMFORTABLE
LUXURY LIVING
DESCRIPTION
Stability and high affluence are key attributes for this
segment, where numerous mature families are found from
European parents living in two plus story semi-detached
houses and townhouses. They tend to work in public
administration and safety and scientific and technical
services.

HOUSEHOLD INCOME
For median household income, this segment ranks very high
and also quite high for household net worth. Annual incomes
are generally above $100,000.

EDUCATION
These people have education levels that are generally
reflective of the Australian averages, although they
are slightly above average in graduate diplomas
and certificates.

DRIVING
This segment purchases a wide range of cars. Above average
spend on Lotus and Renault.

SPENDING
The affluent, mature families that make up this segment
DEFINING FEATURES spend significantly on private tuition fees and independent
Mature families secondary schools. They spend less than average on rent and
Net worth quite high body corporate fees.
Professionals
Affluence increasing only slightly
Settled and less likely to move

OVERALL SEGMENT POPULATION

(HOUSEHOLDS)
266,679

% OF OVERALL POPULATION
2.5%

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 8
GROUP E
A
G
1
11
LONG
HIGH NET
DEVELOPERS
COMMUTE
WORTH
DREAM
FAMILIES
& LUXURY
ESTATESLIVING
DESCRIPTION
This segment contains Australia’s wealthiest people living in
today’s highest value properties. Mature families with two
or three children are prevalent. Currently, the children are
most commonly in the 15 to 19 year age bracket, but also
infant and primary level school is sometimes present. People
in this segment tend to stay put — their areas are referred
to as ‘stable suburbs’ and over time, people are increasing
their wealth. Those that rent often pay $650 per week or
above. Volunteerism is strong compared to other segments.
Occupation tends toward professional, financial services
media, management, science and technology services,
real estate.

DEFINING FEATURES DESCRIPTION

HOUSEHOLD
DESCRIPTIONINCOME
Mature families With large estates built in the 1990s, this segment features
Personal
This segmentincome in thisupsegment
is made is well
of mature above
families $155,000,
that travel
many quiet cul-de-sacs where high mortgage families live
Very low net worth an average
ranked of top
in the 45 kilometers
decile, each
They way to workspending
are between
the highest each day.
with 45-54 year old parents with one and three
Mix of working people and those receiving Many, but not all of these areas are low density and are on
of all segments.
children in their late teens.
the outskirts of the city. There is an over representation of
government assistance
people from all the continents. Many work in construction
HOUSEHOLD INCOME
Affluence heading south EDUCATION
and wholesale trade. income, this segment ranks well
For median household
Fairly settled and unlikely to move Privateaverage,
above school education and university
but household net worthattendance
is very low.
HOUSEHOLD
Annual INCOME
is high. incomes tend to be below $65,000.
For median household income, this segment ranks slightly
OVERALL SEGMENT POPULATION
higher than average, and for household net worth it is right
EDUCATION
(HOUSEHOLDS) DRIVING
on average, with a mixture of rented andthe
owned property.
People found in this segment are under average
323,833 Typically,
for many households have three or more motor
certificates.
EDUCATION
vehicles. All luxury cars, including: Bentley, BMW, Ferrari,
Generally
DRIVING in education they are about average, although
% OF OVERALL POPULATION Lexus, Maserati,
Car slightlyisMercedes
theyownership
are Benz, Porsche.
over-represented in
slightly above average
Also, they spend
with three or four
3.1% above
graduate
cars peraverage on smart
certificates.
household, cars though,owning
predominantly Volvo, brands
Land Rover
such as
Hyundai, Kia
and Range Rover and Suzuki and less likely than average
DRIVING
to spend on luxury brands.
These people are heavy train users for commuting, although
SPENDING
SPENDING
70 percent of households have one or two cars. This
With Australia’s
high
segment awealthiest
mortgages,
owns broadthis people,
segment
range it
is is
of vehicle not
not surprising
a big
brands that
with Renault
spending
slightly group.
over
High Society However,
indexing.
is the highestspending
spendingissegment.
above average
Some offor
government primary school fees, ambulance insurance
the top expenditure items include private school fees, tax,
and personal belongings insurance.
SPENDING
superannuation, and insurance
Above average spending as wellpurchases,
on property as leisure property
items such
as meals
repairs out,
and wine, books,gambling
maintenance, theatre tickets and alimony
products, admission fees
payments,
to sportingambulance
events. insurance and
baby goods.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 9
GROUP G
A
1
11
LONG
HIGH NET
MAINSTREAM
COMMUTE
WORTH
ESTATE
FAMILIES
& LUXURY
LIVING LIVING
DESCRIPTION
This segment contains Australia’s wealthiest people living in
today’s highest value properties. Mature families with two
or three children are prevalent. Currently, the children are
most commonly in the 15 to 19 year age bracket, but also
infant and primary level school is sometimes present. People
in this segment tend to stay put — their areas are referred
to as ‘stable suburbs’ and over time, people are increasing
their wealth. Those that rent often pay $650 per week or
above. Volunteerism is strong compared to other segments.
Occupation tends toward professional, financial services
media, management, science and technology services,
real estate.

DEFINING FEATURES DESCRIPTION

HOUSEHOLD
DESCRIPTIONINCOME
Young families This segment is dominated by young families – mainly
Personal
This income
segment in thisupsegment
is made is well
of mature above
families $155,000,
that travel
couples aged 35 to 44 years with children aged 5 to 14.
Low net worth an averagethe
ranked of top
45 kilometers each
are way to workspending
each day.
There isinalso decile,
a higher than They
averagethe highest
number of people 75 and
Working people Many, but not all of these areas are low density and are on
of all segments.
older and a higher than average presence of widows.
the outskirts of the city. There is an over representation of
Affluence heading south
people from all the continents. Many work in construction
HOUSEHOLD INCOME
Fairly settled and less likely to move EDUCATION
and wholesale trade. income, this segment ranks well
For median household
Privateaverage,
above school education and university
but household net worthattendance
is very low.
OVERALL SEGMENT POPULATION HOUSEHOLD INCOME
is high.
For median household income, this segment ranks slightly
EDUCATION
(HOUSEHOLDS)
higher than average,
In education and for household
levels obtained, net worth
and in current it is right
enrolments,
196,617 DRIVING
on average, with a mixture of rented and owned property.
people in this segment are about average.
Typically, many households have three or more motor
% OF OVERALL POPULATION EDUCATION
DRIVING
vehicles. All luxury cars, including: Bentley, BMW, Ferrari,
Generally
Whilst makes in education they are about
such as Chevrolet, Daewoo average, although
and Eunos are over
1.9% Lexus, Maserati, Mercedes Benz, Porsche. Also, they spend
they are slightly
represented over-represented
in this segment, the top in five manufacturers of
above average
graduate on smart
certificates. cars though, Volvo, Land
car by volume are Holden, Ford, Toyota, Mazda and Hyundai. Rover
and Range Rover
DRIVING
SPENDING
Theseannual
With peopleincomes
are heavy close
train
tousers
the national
for commuting,
average, although
this
SPENDING
segment
70 percent spends around average
of households have one levels on most
or two household
cars. This
With Australia’s
items.
segmentThey owns wealthiest
areaabove
broadaverage
rangepeople,
ofon it is not
government
vehicle surprising
brands primary that
with Renault
school
slightly fees,
over baby
High Society is thegoods,
indexing.highestambulance
spending insurance and personal
segment. Some of
belongings insurance.
the top expenditure items include private school fees, tax,
SPENDING
superannuation,
Above average spendingand insurance as wellpurchases,
on property as leisure property
items such
as meals
repairs andout, wine, books,gambling
maintenance, theatre tickets and alimony
products, admission fees
payments,
to sportingambulance
events. insurance and
baby goods.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 10
GROUP B
A
G
1
11
LONG
HIGH NET
VIBRANT
COMMUTE
INNER
WORTHSUBURBAN
FAMILIES
& LUXURYMIX
LIVING

DEFINING FEATURES DESCRIPTION

Youth-elderly mix This segment comprises a mix of youth and the elderly
evenly distributed between 25-34 years old, living a
High net worth
highly social life in very densely populated areas with
Mix of professionals and those receiving close proximity to pubs and other entertainment facilities.
government assistance Typically you see professionals, students and pensioners
Affluence slowly improving living alongside one another. There are large numbers of
single-person households, people who have never married
Quite likely to move
and people born overseas.

OVERALL SEGMENT POPULATION HOUSEHOLD INCOME

(HOUSEHOLDS) For median household income, this segment ranks well
above average to high; for household net worth it ranks
307,222
very near the top.

% OF OVERALL POPULATION EDUCATION

2.9% Post graduate and bachelor degree levels are well
above average.

DRIVING
While most households have no vehicle, those that do tend
toward high end such as Audi, Aston Martin, Alfa Romeo,
Citeron, Ferrari, Lamborghini, Maserati and Renault.

SPENDING
People in this segment tend to spend well above average
on fees for higher education, taxis, rent, home repairs and
maintenance. Reflecting the higher spending power of the
younger age groups in this mixed segment, there is also
above average spending on preschools, baby goods and
health and fitness.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 11
GROUP G
A
1
LONG
HIGH NET
COMMUTE
WORTHFAMILIES
& LUXURY LIVING
DESCRIPTION
This segment contains Australia’s wealthiest people living in
today’s highest value properties. Mature families with two
or three children are prevalent. Currently, the children are
most commonly in the 15 to 19 year age bracket, but also
infant and primary level school is sometimes present. People
in this segment tend to stay put — their areas are referred
to as ‘stable suburbs’ and over time, people are increasing
their wealth. Those that rent often pay $650 per week or
above. Volunteerism is strong compared to other segments.
Occupation tends toward professional, financial services
media, management, science and technology services,
real estate.

DEFINING FEATURES DESCRIPTION

HOUSEHOLD INCOME
Mature families This segment
Personal is made
income in thisupsegment
of mature families
is well that
above travel
$155,000,
an average of 45 kilometre s each way to work each day.
Average net worth ranked in the
Many, but nottop decile,
all of theseThey are
areas the
are highest
low spending
density and are on
Professionals and working of all segments.
the outskirts of the city. There is an over representation of
Affluence slowly improving people from all the continents. Many work in construction
Fairly settled and wholesale trade.
EDUCATION
Private
HOUSEHOLDschoolINCOME
education and university attendance
OVERALL SEGMENT POPULATION is
Forhigh.
median household income, this segment ranks slightly
(HOUSEHOLDS) higher than average, and for household net worth it is right
371,955 on average, with a mixture of rented and owned property.
DRIVING

DEFINING FEATURES Typically,

EDUCATION many households have three or more motor
% OF OVERALL POPULATION vehicles.
GenerallyAllin luxury cars,they
education including: Bentley,
are about BMW,
average, Ferrari,
although
Mature families
3.5% they are
Lexus, slightly Mercedes
Maserati, over represented in graduate
Benz, Porsche. Also, certificates.
they spend
High net worth
Professionals above average on smart cars though, Volvo, Land Rover
DRIVING
High level of education and
TheseRange Rover
people are heavy train users for commuting, although
Wealthy now and getting wealthier 70 percent of households have one or two cars. This
segment
SPENDING owns a broad range of vehicle brands with Renault
Well established and less likely to move
slightly over indexing.
With Australia’s wealthiest people, it is not surprising that

OVERALL SEGMENT POPULATION High Society is the highest spending segment. Some of
SPENDING
(HOUSEHOLDS) the topaverage
Above expenditure itemsoninclude
spending private
property schoolproperty
purchases, fees, tax,
repairs and maintenance,
superannuation, gambling
and insurance products,
as well alimony
as leisure items such
231,200
payments, ambulance insurance and baby goods.
as meals out, wine, books, theatre tickets and admission fees

% OF OVERALL POPULATION to sporting events.

2.5%

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 15
GROUP C
X
X
MODERATE
TITLE BASE AND RISING
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Mature aged People in this segment are experiencing a growth in
affluence. Longer term, less well off residents are being
Divorced supplemented by more cashed-up recent arrivals. This
De facto or widowed segment is above average in terms of the presence of
High net worth divorced, widowed and de facto people, and those older
than 75. They tend to live in semis, townhouses either
Wealthy now and getting wealthier rented or owned.
More likely to move
HOUSEHOLD INCOME
For median household income, this segment ranks above
OVERALL SEGMENT POPULATION average to high, while for household net worth the ranking is
(HOUSEHOLDS) quite high. Many people have middle and higher levels
of income.
242,140
EDUCATION
% OF OVERALL POPULATION The number of people with post graduate qualifications is
above average.
2.3%
DRIVING
Across most brands of this segment indexes are on average
with slightly above for Hyundai and Renault.

SPENDING
Spending patterns are generally average across all
categories, except spending here is above average for
insurance on personal belongings, but below
average for casino games.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 21
GROUP E
X
X
NAPPY
TITLE VALLEY
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Young families For people in this segment, nappies, kids’ toys and child
car seats figure strongly in their lives. The influx of young
Net worth very low families to these areas has created pressure for additional
Income is very high due to mining facilities such as schools, child care facilities and other
infrastructure. The age breakdown shows that 15-19 year
sector employment
olds and the 35-44 age group are most dominant. This
segment contains mostly separate houses in low population
OVERALL SEGMENT POPULATION density areas, with the daytime population declining by
32%. Mining is the dominant occupation with an even
(HOUSEHOLDS)
distribution to a lesser degree across trades, machine
459,010 operators/drivers, construction and public administration.

HOUSEHOLD INCOME
% OF OVERALL POPULATION For median household income, this segment ranks in the highest
4.3% decile, but for household net worth the ranking is very low.

EDUCATION
Both private and other non-private schools are chosen at an
above average rate.

DRIVING
Compared with the Australian average, households in this
segment are more likely to have two to three cars. The five
most common cars are Toyota, Holden, Ford, Mazda and
Nissan. More affordable brands such as Hyundai and Kia are
well represented.

SPENDING
Spend highest on nappies, baby food and independent
primary school fees. Also have above average spend on
gambling (TAB), outdoor renovations, toys, and photographic
studios. Spend is significantly below average on rent and
body corporate and property.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 22
GROUP A
X
X
AFFLUENT
TITLE COASTAL LIFESTYLE
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Mature families This segment consists of affluent mature families that enjoy
living in the coastal environment, with excellent residential
High net worth amenity and a good quality of life. Many families comprise
Professionals parents in the 45-54 age bracket with two children, 15 to 19
Affluence slowly improving years. These are very stable areas, and they are becoming
increasingly wealthy as a result of the people moving in.
Settled and less likely to move
HOUSEHOLD INCOME
OVERALL SEGMENT POPULATION For median household income, this segment ranks near the
very top and for household net worth, it is in the top decile.
(HOUSEHOLDS) Incomes tend to be higher at $100k plus with growth in the
185,517 lower end of incomes of $30k-$60k.
DEFINING FEATURES
EDUCATION
M
% OF OVERALL POPULATION Non-government primary and secondary education is strong
1.8% in this segment, as is private schooling. Part-time enrolment
OVERALL SEGMENT POPULATION at TAFE is above average for students aged 15-24.
(HOUSEHOLDS)
DRIVING
2 Two to four cars are not uncommon for households in this
segment. Typical of more affluent segments, many own
luxury European brands.
% OF OVERALL POPULATION
2 SPENDING
With a passion for the good life, this affluent segment
spends more than average on wine, travel goods, holiday
vehicle rental, holiday accommodation and packaged tours
within Australia. Other over represented items include
mortgage repayments and loans.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 24
GROUP E
X
X
NEW
TITLE AND UPMARKET ESTATES
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Young couples Many people in this segment enjoy recently built mid- to
upper level housing, often in up market estates and other
Net worth low master planned developments. Their location means that
Professionals and working people land costs are not excessive and that they are able to put
Affluence rapidly increasing additional money into the homes that are built to suit
their lifestyle. Above average levels of migrants with many
More likely to move at any time parents from Filipino, Indian, Maori, New Zealand and South
African backgrounds.
OVERALL SEGMENT POPULATION
HOUSEHOLD INCOME
(HOUSEHOLDS) For median household income this segment ranks quite
315,023 high, but for household net worth it is well below average.
DEFINING FEATURES Personal incomes are above average in all bands, between
$31,000 and $100,000 per annum.
M
% OF OVERALL POPULATION
3.0% EDUCATION
OVERALL SEGMENT POPULATION There is more than the average number of people
at university.
(HOUSEHOLDS)
2 DRIVING
Average across all vehicle brands with Hummer indexing
slightly above average.
% OF OVERALL POPULATION
2 SPENDING
Although there are many upmarket estates within this
segment, there is above average spending on rent and
body corporate fees. Spending is also high for the TAB,
gym membership, pet purchases and baby foods.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 25
GROUP B
X
X
RENTAL
TITLE AND GROUP HOUSEHOLDS
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Singles and young couples There is an even distribution across all age bands within this
segment, though slightly more likely to be older than 45
Net worth quite high, professionals and living in apartments paying above $650 per week; three
Affluence slowly improving times more likely to live in mobile or alternative homes.
More likely to move at any time Group and lone person households are prevalent; working
in environment, mining, agriculture, forestry and fishing.
This segment has two times the proportion of indigenous
OVERALL SEGMENT POPULATION population.
(HOUSEHOLDS)
HOUSEHOLD INCOME
62,688 For median household income this segment ranks quite
high, and for household net worth, it is well above average.
Personal incomes are above average in all bands, above
% OF OVERALL POPULATION
$52,000. Many people earn more than $100,000.
0.6%
EDUCATION
There is more than the average number of people at
university — either part time or full time.

DRIVING
Bicycle and walking to work are well above average. Whilst
below average ownership of luxury and sports brands and
average ownership across non-luxury brands is prevalent.

SPENDING
Spend above average on wood for fuel, pets, motor
vehicle insurance, registration, and accessories. Spend is
significantly less on property purchases.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 26
GROUP B
X
X
STUDENT
TITLE LIFESTYLE
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Young singles and couples This segment is found in densely populated areas with many
group households and many loneperson households and
Average net worth a strong presence of people 15 to 34 years of age. Many
Mix of professionals and those receiving live in rented flats, apartments, townhouses and semis.
government assistance Unemployed people looking for full and part-time work
are also prevalent. Those employed work in food services,
Affluence increasing slightly education/training, and arts/recreation. There are high rates
More likely to move at any time of people who have recently arrived in Australia, particularly
from China and India.

OVERALL SEGMENT POPULATION HOUSEHOLD INCOME

(HOUSEHOLDS) For median household income and for household net wealth
this segment ranks right on average, between $30,000 and
97,945
$60,000 per annum.

% OF OVERALL POPULATION EDUCATION

This segment has good accessibility to major educational
0.9%
campuses and is a very strong segment for students with
very high levels attending a university full time.

DRIVING
Many households in this segment have no car; however,
those that do indicate ownership across most brands,
including some luxury and sport vehicles.

SPENDING
With many young people, this segment has more renters
than usual and therefore spends more money on rent and
body corporate fees. The high number of students also
means there is substantial spending on books and higher
education fees.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 27
GROUP G
X
X
CITY
TITLE SPRAWL
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Older married couples and singles This segment includes many older couples that are either
married or in de facto. Singles who are often divorced or
Net worth below average widowed also indexed above average. Interestingly, this
Mix of working people and those on segment covers a broad range of cultural backgrounds with
government assistance predominance of Aboriginal and Torres Strait Islanders,
Maori, Canadian, German, former Yugoslavian, Italian,
Affluence slowly improving New Zealander and UK backgrounds. Many townhouses,
More likely to move at any time apartments and flats form a significant part of the housing
stock, with most being owned. This segment contains an
over representation of people aged 65 to 84. During the
OVERALL SEGMENT POPULATION daytime, the population in these areas swells by about 50%,
(HOUSEHOLDS) indicating that these are high activity areas.
DEFINING
185,028 FEATURES
HOUSEHOLD INCOME
M
For median household income this segment ranks low to
% OF OVERALL POPULATION average, for household net worth it is also well below average.
OVERALL SEGMENT POPULATION Personal incomes are strongest, up to $60,000 per annum.
1.8%
(HOUSEHOLDS)
EDUCATION
2 People in this segment indexed higher for certificate level
of qualification.
% OF OVERALL POPULATION
DRIVING
2 In this segment vehicle ownership is average across many
brands, including European.

SPENDING
With very low personal incomes, it is not surprising that
spending is below average on a large range of items
including nappies, children’s clothing, overseas airfares,
mortgage interest payments, school fees, sports lessons, fast
food, toys and road tolls.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 28
GROUP C
X
X
TAKING
TITLE OFF
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Singles and couples The people in this segment skew to an older age profile
(65 and older). Lone person households are strongly over
Net worth above average represented, and rented semis, townhouses, flats, and
Mix of working people and those on apartments up to two stories are prevalent here (owned,
government assistance rented and non-profit housing).

Affluence increasing rapidly HOUSEHOLD INCOME

More likely to move For median household income this segment ranks low to
average at up to $60,000 per annum, and for household net
worth, it is just above average.
OVERALL SEGMENT POPULATION
(HOUSEHOLDS) EDUCATION
DEFINING Given the older age group that has dominance in this
162,918 FEATURES
segment, certificate level of qualification was more common
M
than university level.
% OF OVERALL POPULATION
OVERALL SEGMENT POPULATION DRIVING
1.5%
Compared with the national average, car ownership is low.
(HOUSEHOLDS)
For those who do own a car ownership is average across
2 most brands.

SPENDING
% OF OVERALL POPULATION
With so many older people and lone households, this is
2 not a high spending segment. However, as new people
move in, spending is increasing. There is above average
spending on insurance, rent and travel related items.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 33
GROUP D
X
X
REGIONAL
TITLE LIFESTYLE LIVING
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Larger mature families This segment features traditional settlers from European
backgrounds, in particular England, Netherlands, German
High net worth and Maltese. Separate house ownership is above average.
Mix of professionals Married couples (55 to 74 years) with children (5 to 15
Working people and those receiving years) are well represented, and there is an above average
presence of four, five and six children in these households.
government assistance
Affluence heading south HOUSEHOLD INCOME
Settled and less likely to move For median household income, this segment ranks above
average and in household net wealth is in the top decile.
Lower to mid personal income is prevalent. Employment
OVERALL SEGMENT POPULATION in agriculture, forestry and fishing is strong, followed by
DEFINING FEATURES construction and mining.
(HOUSEHOLDS)
M
303,963 EDUCATION
There is an over representation of people with certificates.
OVERALL SEGMENT
% OF OVERALL POPULATION
POPULATION
DRIVING
(HOUSEHOLDS)
2.9% Three to four cars per household is common in this segment.
2 The top car manufacturers, in order, are: Toyota, Holden, Ford,
Nissan and Hyundai.
% OF OVERALL POPULATION
SPENDING
2 Despite the high net worth of the families that make up this
segment, spending across all categories is relatively average.
Spend is above average on independent primary school fees,
gas and wood fuel. Spend is below average on rent, body
corporate, maintenance, motoring tolls, fitness fees, baby
goods and private tuition.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 34
GROUP C
X
X
UPWARD
TITLE BOUND
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Mature families People working in the mining sector are over represented in
this segment, then machine operators and drivers, and those
Net worth above average working in utilities. This segment has high marriage rates.
Professional and working people Free standing houses, both owned and being purchased
Affluence growing rapidly are above average. The age profile of this segment is
predominantly middle aged, with 45-54 years being high.
Fairly settled
HOUSEHOLD INCOME
OVERALL SEGMENT POPULATION For median household income this segment has a high
ranking, and in household net wealth it is also above
(HOUSEHOLDS) average. Personal annual incomes are above average in the
173,169 range from $67,000 to $104,000.
DEFINING FEATURES
EDUCATION
M
% OF OVERALL POPULATION People in this segment are only slightly over indexed for
1.6% certificate level of education, which is in line with the high
OVERALL SEGMENT POPULATION proportion of mining industry workers.
(HOUSEHOLDS)
DRIVING
2 Car choice shows a mixed bag in this segment of increasing
affluence.
% OF OVERALL POPULATION
SPENDING
2 Spend for this segment is average or less across most
categories. Above average spend on home or family related
items such as pets, tools, motor vehicle accessories and fuel.
Below average spend on property purchase, fitness fees and
motoring tolls.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 35
GROUP D REGIONAL GROWTH
DESCRIPTION
These areas are best characterised as having high de facto
rates and low regular marriage rates. Above average rates
for separated, divorced and widowed are also apparent.
Predominantly older people (75 and up). Lone person
households are above average in every age band. One and
two story flats and apartments (owned and rented) are over
represented here.

HOUSEHOLD INCOME
For both median household income and household net
wealth this segment ranks below average. The annual
income bands that are most over represented range from up
to $30,000 and $30,000-$60,000 Employment is strong in
the accommodation and food services sectors.

EDUCATION
This segment only slightly over indexes for certificate level
of education.

DRIVING
As expected, this segment has a fairly even distribution of
budget ranged brands for vehicle ownership.

SPENDING
DEFINING FEATURES Animal purchases, non-holiday vehicle hire and wood for
Mature families and couples fuel are all items of high expenditure in this regional based
Net worth below average segment. People in this segment also spend above average
Mix of professionals on casino games.
Working people and those receiving
government assistance
Affluence slowly improving
More likely to move

OVERALL SEGMENT POPULATION

(HOUSEHOLDS)
181,265

% OF OVERALL POPULATION
1.7%

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 37
GROUP G
X
X
LEVEL
TITLE HEADED
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Older couples This segment is best characterised as retired couples
and mature families on modest incomes who are being
Net worth below average supplemented by newer residents with higher incomes.
Mix of professional There are above average levels of married couples. The age
Working people and those receiving profile is strongest in over 70 bracket. They are more than
twice as likely to have a German background and almost
government assistance three times as likely to have a Greek background.

OVERALL SEGMENT POPULATION HOUSEHOLD INCOME

For median household income this segment ranks right
(HOUSEHOLDS) on average, and in household net wealth it is just below
271,150 average. Personal income levels are above average in all
DEFINING FEATURES bands up to $100,000, and they tail off considerably at the
higher levels. Employment is strong in utilities.
M
% OF OVERALL POPULATION
2.6% DRIVING
OVERALL SEGMENT POPULATION The cars most commonly seen in this segment are Toyota,
Holden, Ford, Mazda and Hyundai.
(HOUSEHOLDS)
2 SPENDING
Reflecting the presence of many older couples, spending is
above average on animals, fuels and casino games. However,
% OF OVERALL POPULATION
spending is way below average on school fees, baby goods
2 and rent.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 43
GROUP D
X
X
TREE
TITLE CHANGE
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Mature families There is a strong sense of community in this segment,
with many volunteers and quite high property values;
Net worth quite high professional people have been attracted for lifestyle
Professionals reasons. There is little evidence of semis, townhouses, flats
Affluence declining or apartments, with residents in these areas preferring to
live in separate houses, either owned or being purchased.
Settled and less likely to move This segment is over represented from ages 55-64.

OVERALL SEGMENT POPULATION HOUSEHOLD INCOME

For both median household income and household net
(HOUSEHOLDS) worth this segment ranks quite high. Personal incomes
46,880 rank predominantly in the range of $30,000-$60,000 per
DEFINING FEATURES annum, with a lesser representation above and below this.
Employment is strongest in agriculture, forestry, fishing
M
% OF OVERALL POPULATION and utilities.
0.4%
OVERALL SEGMENT POPULATION EDUCATION
Given the industries this segment attracts, they are above
(HOUSEHOLDS)
average for certificate level of education.
2
DRIVING
Predominantly indexing brands are across the mid-range
% OF OVERALL POPULATION
such as Toyota, Holden, Ford, Mitsubishi, and Nissan.
2
SPENDING
There is a very diverse collection of items where the people
in this mature families segment are big spenders, including
vehicle rentals, LPG, animal purchases, food, ambulance
insurance, women’s knitwear and hand tools.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 44
GROUP K
X
X
MINERAL
TITLE BOOM
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Young families Australia’s mineral boom has provided lots of highly
paid employment for workers in the mining towns of this
Net worth quite high segment. Large families are over represented here. There is
Mix of working people and those receiving also an above average presence of indigenous people. Fully
government assistance owned and government and private rented separate houses
are predominant here.
Affluence static
Equal chances of moving and staying HOUSEHOLD INCOME
For median household income this segment ranks right
at the national average, but for household net worth the
OVERALL SEGMENT POPULATION ranking is quite high. Personal annual incomes are strong,
(HOUSEHOLDS) from $30,000-$60,000 per annum. Employment in the
DEFINING mining sector is dominant, 10 times the Australian
84,494 FEATURES
average. Machine Operators and drivers are also vastly
M
over represented.
% OF OVERALL POPULATION
OVERALL SEGMENT POPULATION EDUCATION
0.8%
With mining being the dominant employer for this segment,
(HOUSEHOLDS)
it is not surprising that there is an above average certificate
2 education level.

DRIVING
% OF OVERALL POPULATION
Dodge, Hummer, Nissan, Proton and Ssangyong are over
2 represented in this rural and remote segment.

SPENDING
Located in rural and remote areas, this segment surprisingly
spends more than average on the purchase of dwellings,
vehicle insurance and registration, pets, gas fuel, and betting
and gaming. The spend is less than average on education
fees, men’s jeans, interest payments and motoring tolls.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 45
GROUP K FORESTRY, FISHING AND FARMING
DESCRIPTION
People who work in forestry dominate this segment. There
is a high presence of married couples and an above average
number of women who have had three to five children.
Accommodation typically comprises a separate house, which
is either owned or being purchased. People in this segment
tend to be over represented in 55-74 age group.

HOUSEHOLD INCOME
For median household income this segment ranks below
average, but for household net worth the ranking is high.
Many people earn between $30,000 and $60,000 per
annum and very few have high incomes. Employment is
five times the Australian average in agriculture, forestry
and fishing.

EDUCATION
There is a strong reliance on government schooling in
this segment.

DRIVING
In this segment, many households have three or four
vehicles with the most common being mid-range brands.

SPENDING
DEFINING FEATURES As mature families in rural and remote areas, with affluence
Mature families levels in decline, people in this segment spend close to
Net worth quite high average across most of the items of household expenditure
Professional and below average on rent, motoring tolls and fitness fees.
Affluence declining rapidly
Settled and less likely to move

OVERALL SEGMENT POPULATION

(HOUSEHOLDS)
25,852

% OF OVERALL POPULATION
0.2%

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 46
GROUP K
X
X
MIXED
TITLE FARMING
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Mature families Classed as “professionals and managers”, many of the people
here are farm managers, looking after the large farms that
Net worth quite high feed Australia and provide our food exports. Mature families
Professional dominate with parents in the 55 to 74 age bracket. Many
Affluence declining rapidly women have had three or more children. This segment is
significantly above average for the proportion of both males
Settled and less likely to move and females who weekly do more than 30 hours of unpaid
domestic work. There are very high levels of volunteering.
OVERALL SEGMENT POPULATION
HOUSEHOLD INCOME
(HOUSEHOLDS) For median household income this segment ranks below
162,864 average, but for household net worth the ranking is high.
Many people earn between $30,000 and $60,000 per
annum. Market gardens, sugar plantations, cattle stations,
% OF OVERALL POPULATION sheep and wheat farming provide the backbone of
1.5% employment in these areas.

EDUCATION
There is a strong reliance on government schooling in
this segment.

DRIVING
This is one of only five segments where Holden is the
most popular car. As the third most popular, Ford is also
over represented.

SPENDING
The professionals and managers who mainly make up the
mature families of this segment tend to be high spenders
on all the items that are important for rural living including
animals, fuels and vehicle hire. In addition they spend well
above average on gaming and mortgage repayments.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au
SEGMENT 48
GROUP K
X
X
DEFENSE
TITLE ESTABLISHMENTS
DESCRIPTION
T

HOUSEHOLD INCOME
P

EDUCATION
P

DRIVING
T

SPENDING
W

DEFINING FEATURES DESCRIPTION

Young singles In this segment Australia’s defense forces are at work. During
the daytime, the population in these areas swells by a
Net worth above average massive 400%. This segment has a very high proportion of
Professionals people aged 20-34 living in owner-occupied apartments and
Affluence growing very rapidly flats. However, those living in rental apartments and flats is
about half that, but still high.
Likely to move at any time
HOUSEHOLD INCOME
OVERALL SEGMENT POPULATION For median household income this segment is very near the
top, and household net worth the ranking is above average.
(HOUSEHOLDS) Personal annual income levels are strongest in the income
71,634 bands from $88,000 to $156,000.

EDUCATION
% OF OVERALL POPULATION Tertiary qualifications are over represented here, with twice
0.7% the average rate of post-graduate degrees

DRIVING
This segment has the largest proportion of luxury and
sports vehicle ownership, with brands like Aston Martin and
Maserati indexing twice as high as any others.

SPENDING
With their affluence growing, the young singles in this
segment are big spenders. They spend more than twice the
average on rent and five times the average on body corporate
fees. They also spend heavily on items like education,
gyms, income tax, children’s clothing, superannuation, dry
cleaning, holidays, mortgages, household services and baby
goods. Spend is below average for property renovations
and gardening, fuel, pets, dairy products charity donations,
children’s clothes and education fees.

Suite 2, Level 1,
1 |Wharf
52 Pirrama
10 | 52
Rd.
Pirrama
| Pyrmont
Rd. |NSW
Pyrmont
2009NSW 2009
GPO Box 2633 | Sydney NSW 2001 | www.acxiom.com.au