no slide title user...11 desirable urban 1.9% affluent non-family hhs in medium-density housing 12...

User Guide with Sample Maps

Geodemographic segments

V3.0

Marketfind

Copyright Robert Dommett & Associates Pty Ltd 20132

Contents

Introduction to Marketfind………………………………………………..................................……..… 3

Marketfind 58 Segments key descriptors, ranked

by descending socioeconomic status……........……………......….........................…… 7

Marketfind positioning chart…………………….....…............….…..……..…………...................... 8

Marketfind 58 Segments in 12 Groups…………………......................................…….... 9

12 Group thumbnail sketches…………………….....…............….…..……..……………….......... 11

58 Segment thumbnail sketches………………..…............…..….…………….................…… 24

geoTribes background…………………………………………………………………………..……….…. 83

Sample maps…………………………………………………………………………..……………………..………... 86


The Marketfind geodemographic segmentation system is a

powerful market analysis tool, enabling marketers and

service providers to focus their strategies on specific market

segments or geographic areas, based on differences in

population characteristics.

Applications for the Marketfind segments include database

segmentation, customer acquisition, trade area profiling &

letterbox targeting.

Differences in population characteristics between areas

come about through the choices that people make about

where they would like to live. These choices are influenced

by factors such as…

Family lifecycle stage

Socioeconomic status

Proximity to work

Family, social & cultural affiliations

The 2011 Census of Population & Housing (from the

Australian Bureau of Statistics) provides a multitude of

measures relating to the drivers of where and how different

types of people choose to live. However, this information is

often difficult to analyse because of complex interactions

among the measures.

Introduction to Marketfind

Marketfind geodemographic segments are built using a

powerful clustering algorithm to cut through the complexity

of the 2011 Census data by assigning each SA1 area to 1 of

58 segments. The segments are fitted to a nationally

standardised file, so SA1’s in a particular segment are similar,

regardless of where they are located within Australia.

The construction of Marketfind emphasises differences in the

characteristics of people, family and households, including

modeled details of their household economics and key

expenditure patterns. Allocation to segments does not take

into account any information relating to the location of

particular SA1s or their population density. Thus the scheme

is based purely on differences between people, their

resources & needs and lifestyles.

Marketfind geodemographic segments are ranked from 1 to

57 based on descending values of a Socioeconomic Status

(SES) score. The scheme has been constructed to emphasize

SES as a key differentiator between segments and hence

the segment rank number gives an immediate insight into

differences in the social resources ranking between

segments.


The 58 Marketfind geodemographic segments have been

developed using SA1s in Australia's built up and fringe rural areas.

SA1s outside of this footprint have been assigned to Segment 58

Indigenous and Remote segment.

To facilitate analysis at a more summary level, each of the 58

segments is also assigned to one of 12 groups. Each group contains

a number of geodemographic segments which are similar in terms

of their Family Orientation and Socioeconomic Status.

Family Orientation is based on household composition, mortgaged

home acquisition and the type of dwelling. The Family Orientation

score reflects family lifecycle, which is a major determinant of the

types of goods and services required by households.

SES comprises a summary of educational, vocational and income

measures. The SES score represents social resources and hence the

ability of households to purchase goods & services of greater or

lesser quality & expense.

Because Marketfind geodemographic segments are fitted at SA1

level, they can be used to profile areas which are groups of SA1s,

such as Postcodes, Walker Areas, representatives' territories or store

trade areas.

The Marketfind system is updated regularly for changes in SA1

composition due to household growth.

Some SA1s have been excluded due to low household counts or

highly unusual population characteristics. These constitute the

Unclassified segment which is assigned a number of 99.

The statistical distribution for Family Orientation reflects

Australia’s preference for living in separate houses and hence

is centred on higher values within the distribution. The

distribution has a long tail towards lower values, reflecting the

relatively small amount of high density urban living in

Australia.

The Family Orientation score is most highly correlated with

census measures such as; % family with children, % married, %

separate house, % 4 persons in household, % 2 motor vehicles,

% child under 15 & % dwelling being purchased. It is most

negatively correlated with lone person & group households,

rentals & flats.

Family Orientation Score

Fre

qu

en

cy

Weaker Family Stronger Family

Q3Family

Orientation Q1

Median

High

Low

Family Orientation Score

Fre

qu

en

cy

Weaker Family Stronger Family

Q3Family

Orientation Q1

Median

High

Low



The Socioeconomic Status score used for ranking of Marketfind

geodemographic segments is the estimated average SES score

for all persons 18+ resident in a particular SA1.

The statistical distribution of this measure reflects the relative

rarity of high incomes, high educational attainment & high

status occupations and hence is centred on lower values. The

longer tail of the distribution towards higher values reflects the

small number of ‘exclusive’ areas in Australia.

The Socioeconomic Status score is most highly correlated with

census measures such as, % individual income $104,000+,

% household income $208,000+, % degree or higher

qualifications and % professionals.

It is most negatively correlated with % certificate

qualifications, % do not use the Internet, % individual income

LT $15,599 & % labourers.

The average SES score shows a steeper decline down to

segment 15, after which a more gradual rate of decline

occurs. The bottom segments have substantially lower SES

scores.

As an aid to understanding, the Marketfind segments have

been interpreted in terms of Marketfind person-level

segments. An overview of the geoTribes scheme is presented

on pages 83-85.

Marketfind Segment Numbers

Low

High

Lower

Fre

qu

en

cy

Higher

Q3

Socioeconomic

StatusQ1

MedianHigh

Low

Socioeconomic Status Score

Lower

Fre

qu

en

cy

Higher

Q3

Socioeconomic

StatusQ1

MedianHigh

Low

Socioeconomic Status Score


SES

Score


Group

J

Group

I

Group

H

Group

G

Group

D

Group

C

Disadvantaged

Group

L

Marketfind12 Groups…

Elite Suburban & Family

Elite Urban

High Status Family

High Status Suburban

High Status Urban

Mid Status FamilyGroup

F

Group

E

Mid Status Suburban

Mid Status Urban

Low Status Family

Low Status Suburban

Low Status UrbanGroup

K

Group

B

Group

A


1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

30 Established Multicultural Family 0.7% Outerlying multicultural suburbs of Sydney & Melbourne

31 Established Mid Status Suburban 4.3% Mid status established suburban areas

32 Sea & Tree Change 1.4% Post family households in coastal & provincial areas

33 Provincial Fringe 1.9% Hobby farmers & other hhs on the fringe of provincial centres

34 Multicultural Mixed Urban 1.9% Medium density areas with diverse multicultural backgrounds

35 Old European Blue Collar 0.9% Older European migrants in established suburbs

36 Provincial Mixed Urban 3.1% Medium density areas in regional cities & towns

37 Mature Provincial Suburban 4.4% Poorer seniors &mature independents in regional areas

38 Establishing Multicultural Family 0.8% Outerlying multicultural suburbs of Sydney & Melbourne

39 Established Blue Collar Suburban 1.8% Blue collar families in stable suburban areas

40 Coastal Empty Nest & Retirement 1.6% Less affluent seniors in coastal towns

41 Inland Rural Fringe 1.1%

42 Mixed Multicultural Suburban 1.8% Blue collar multicultural families in stable suburban areas

43 Low Status Suburban 3.5% Poorer suburbs in regional cities & provincial areas

44 Transient Suburban 0.8% Highly transient young people in low cost housing areas

45 Low Status Higher Density 0.8% Lower status households in high density housing

46 Elderly Enclaves 1.1% Mainly retirement homes

47 Blue Collar Mixed Multicultural 0.8%

48 Blue Collar Family 3.0% Battling blue collar families

49 Poor Mixed Urban 1.9% Low income & elderly households, mainly in coastal areas

50 Elderly Provincial Urban 0.5%

51 Low Status Rural Fringe 1.7%

52 Small Town Blue Collar Suburban 3.4% Mature households in smaller country towns & provincial areas

53 Provincial Battler 4.9% Low cost suburban housing in regional cities & provincial towns

54 Low Status Mixed Multicultural 1.5%

55 Middle Eastern Multicultural 0.9% Areas with a strong middle eastern cultural influence

56 Established Asian 0.6%

57 Suburban Distress 1.4% Disadvantaged hhs in low & medium density housing

58 Indigenous & Remote 1.5% Sparsely populated farming & indigenous areas

% of Aust HHMarketfind 58 Segments... Key Descriptors... % of Aust HH Key Descriptors...

1 Prestige 1.1% Mature families in elite suburban areas

2 Affluent Suburban 1.6% Mature households in large houses in exclusive areas

3 High Status Urban 1.5% Exclusive medium density areas

4 High Status High Density 1.0% Exclusive higher density areas

5 Desirable Suburban 2.0% Professionals & managers in desirable suburban areas

6 Mature Affluent Urban 1.6% Mature affluent households in medium density housing

7 Urban Bohemian 2.0%

8 Affluent Multicultural 1.1% Affluent multicultural families

9 High Density Urban 1.1% Affluent young persons living in near-cbd high rise housing

10 Established High Status Family 1.8% Affluent established households in stable suburban areas

11 Desirable Urban 1.9% Affluent non-family hhs in medium-density housing

12 Affluent Family 1.2% Better-off families in large mortgaged houses

13 Mature Affluent Communities 1.8% Better-off mature hhs in both metro & regional areas

14 Cosmopolitan Lifestyle 1.3%

15 High Status Family 2.1% Affluent white-collar households in stable suburban areas

16 Cosmopolitan Suburban 2.2% Established multicultural suburban areas in Syd & Melb

17 Multicultural Family Starter 1.2%

18 University Enclaves 0.7%

19 Mid Status Suburban 3.1% Stable mid status suburban areas

20 Family Achiever 1.7% Mid status families in large mortgaged houses

21 Mid Status Multicultural Suburban 1.2% Mid status suburban hhs from multicultural backgrounds

22 Multicultural Urban Lifestyle 1.0% Multicultural households in high density housing

23 Mining 0.7% Mining communities

24 Mid Status Mixed Suburban 2.8% Mixed mid status hhs in modest suburban areas

25 Established Multicultural Suburban 1.0%

26 Mid Status Urban 2.0% Mid status households in high density areas

27 Aspiring Family 2.5%

28 Metro Fringe 0.7%

29 Mid Status Family Starter 2.3% Financially extended younger families in newer housing

Young families from diverse cultural backgrounds

living in outerlying suburbs

University students & other young people living near

major university campuses

Mature multicultural families in established suburban

areas of Sydney & Melbourne

Financially extended families in large houses in less

expensive locations

Tradespersons & hobby farmers in large houses in

metropolitan fringe areas

Seniors & mature independents in caravan parks, cabins &

smaller dwellings

Low cost housing areas on the fringe of provincial towns

Lower status suburban areas with diverse multicultural

backgrounds

Areas with a strong Vietnamese & other Asian influence

Blue Collar younger people from diverse multicultural

backgrounds, in higher density areas

Living in rural areas within 20 km of population centres &

engaged in Agriculture

Better-off households from diverse cultural

backgrounds in medium density areas

17

Marketfind 58 Segments...

Affluent young people living in near-cbd medium

density housing


The 58 Marketfind 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 12 higher level groups.

Marketfind positioning chart 58 Segments (1-58) in 12 Groups (A-L)


Family Orientation

Urban Suburban

So

cio

ec

on

om

ic S

tatu

s

High SES

Mid SES

Low SES

Disadvantaged

Family

Elite

Weaker Stronger

Low

High

5 Desirable Suburban

13 Mature Affluent Communities

15 High Status Family

1 Prestige

2 Affluent Suburban

8 Affluent Multicultural

10 Established High

Status Family

12 Affluent Family

35 Old European Blue Collar

37 Mature Provincial Suburban

41 Inland Rural Fringe

42 Mixed Multicultural Suburban

43 Low Status Suburban

44 Transient Suburban

48 Blue Collar Family

58 Indigenous & Remote

38 Establishing

Multicultural Family

39 Established Blue

Collar Suburban

16 Cosmopolitan Suburban19 Mid Status Suburban21 Mid Status Multicultural Suburban23 Mining

25 Established Multicultural Suburban28 Metro Fringe29 Mid Status Family Starter 31 Established Mid Status Suburban32 Sea & Tree Change33 Provincial Fringe

17 Multicultural

Family Starter

20 Family Achiever

27 Aspiring Family

30 Established

Multicultural Family

3 High Status Urban

4 High Status High Density

54 Low Status Mixed Multicultural

55 Middle Eastern Multicultural

56 Established Asian

57 Suburban Distress

36 Provincial Mixed Urban

40 Coastal Empty Nest & Retirement

45 Low Status Higher Density

46 Elderly Enclaves

47 Blue Collar Mixed Multicultural

18 University Enclaves

22 Multicultural Urban Lifestyle

24 Mid Status Mixed Suburban

26 Mid Status Urban

34 Multicultural Mixed Urban

6 Mature Affluent Urban

7 Urban Bohemian

9 High Density Urban

11 Desirable Urban

14 Cosmopolitan Lifestyle

49 Poor Mixed Urban

50 Elderly Provincial Urban

51 Low Status Rural Fringe

52 Small Town Blue Collar Suburban

53 Provincial Battler

L Disadvantaged

A Elite Suburban & FamilyB Elite Urban

C High Status FamilyD High Status SuburbanE High Status Urban

F Mid Status FamilyG Mid Status SuburbanH Mid Status Urban

I Low Status FamilyJ Low Status Suburban'K Low Status Urban

2.7%17.0%7.4%

16.6%

8.4%

7.9%

2.5% 2.6%

5.9% 4.1%

18.8% 6.1%

The 12 groups represent a summary level of analysis which is stratified by Socioeconomic Status and Family Orientation.

Marketfind 58 Segments (1-58) in 12 Groups (A-L)


Thumbnails...


Group

J

Group

I

Group

H

Group

G

Group

D

Group

C

Disadvantaged

Group

L

Marketfind 12 Groups…


Elite Urban

High Status Family


High Status Urban

Mid Status FamilyGroup

F

Group

E

Mid Status Suburban

Mid Status Urban

Low Status Family

Low Status Suburban


K

Group

B

Group

A


Group

A

Elite Suburban

& Family...

1 Prestige page 25

2 Affluent Suburban page 26

0.0%

0.0%

10.4%

16.3%

7.4%

10.1%

24.7%

31.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Economics... Demographics... 2.6% (214,380) of all Australian householdsGeography...

0.0 100.0 200.0 300.0 400.0

Donations to charities

Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income

Outstanding Loan Balance

Investment property

Investable Assets

Value of savings accounts

Couldn't raise $2k in emerg

Trusts

Debt Service Ratio

Recommended by experts

Most reward points

Most stylish

Most environmentally friendly

Best performing

Most authentic

Best customer service

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

44.7%

31.1%

13.6%

5.7%

4.8%

Rockafellas

Fortunats

Preppies

Crusaders

Achievers

Top 5 geoTribes...

Social Economic Status Grp % Index

SES AB 64.5 315.2

SES C 29.9 145.4

SES D 3.4 16.8

SES E 1.5 7.6

SES FG 0.7 3.5

Lifecycle Stage

Liv ing at Home 12.3 133.9

Young Independents 6.2 47.7

Young Families 5.0 38.8

Middle Aged Families 15.9 99.5

Mature Families 27.0 159.8

Mature Independents 14.0 92.4

Early Seniors 11.1 118.4

Late Seniors 8.4 112.7

Tenure Type

Own 48.7 146.7

Mortgage 36.0 99.7

Rent 15.2 49.7

Other Characteristics

4+ Bedrooms 55.1 178.5

Flat 4+ Storeys 1.0 27.8

Different Address 5 yrs Ago 34.5 82.8

Use Public Transport 12.5 121.2

Both Parents Born Overseas 35.8 104.2

Work in Agriculture 0.4 15.9

Attend University F/T 5.7 188.1

Lone Parent Families 7.4 52.4

Top 5 NESB Languages

Other Languages 5.5 82.8

Chinese 4.3 134.2

Greek 1.4 117.1

Italian 1.4 96.4

South Asian 1.2 58.4


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic


Most stylish

Brand leader

Latest

Most popular

Most reward points

Index

100= Nat Avg

200

Group

B

Elite

Urban...

3 High Status Urban page 27

4 High Status High Density page 28

0.0%

0.1%

4.2%

3.7%

0.4%

6.7%

19.9%

65.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


Buying Drivers...

Spend

Finance

37.8%

30.3%

22.6%

4.8%

3.6%

Crusaders

Fortunats

Rockafellas

Achievers

Preppies

Top 5 geoTribes...


SES AB 58.3 284.9

SES C 32.6 158.4

SES D 6.1 29.8

SES E 2.2 11.1

SES FG 0.9 4.6

Lifecycle Stage









Tenure Type

Own 27.5 82.8

Mortgage 27.7 76.7

Rent 44.8 146.2


4+ Bedrooms 10.6 34.3










Chinese 3.3 105.0

Greek 1.8 142.7

Italian 1.7 114.9



Group

C

High Status

Family...

8 Affluent Multicultural page 32

10 Established High Status Family page 34

12 Affluent Family page 36

Economics... Demographics...

0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish


Most authentic

Most reward points

Best performing

Brand leader


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

1.6%

0.1%

11.2%

16.4%

2.7%

13.1%

23.7%

31.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

4.1% (329,059) of all Australian householdsGeography...

32.1%

19.9%

19.3%

15.9%

5.4%

Rockafellas

Achievers

Fortunats

Preppies

Suburban Splendour

Top 5 geoTribes...


SES AB 39.7 193.8

SES C 30.2 146.7

SES D 21.9 108.0

SES E 5.1 25.9

SES FG 3.1 16.4

Lifecycle Stage









Tenure Type

Own 40.2 121.0

Mortgage 49.2 136.0

Rent 10.7 34.9


4+ Bedrooms 69.1 224.1









Chinese 6.0 188.3



Italian 1.5 102.2

Middle Eastern 1.5 66.0


High Status

Suburban...

5 Desirable Suburban page 29

13 Mature Affluent Communities page 37

15 High Status Family page 39

Group

D

2.3%

2.1%

25.8%

11.2%

6.1%

16.8%

16.8%

18.9%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Most stylish

Most reward points

Brand leader

Most authentic

Best performing


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

27.5%

24.3%

20.8%

9.6%

6.5%

Rockafellas

Fortunats

Achievers

Preppies

Grey Power

Top 5 geoTribes...


SES AB 40.2 196.4

SES C 31.9 155.1

SES D 21.9 107.6

SES E 4.1 20.7

SES FG 2.0 10.4

Lifecycle Stage









Tenure Type

Own 38.2 115.2

Mortgage 40.8 112.7

Rent 21.0 68.5


4+ Bedrooms 38.1 123.4











6 Mature Affluent Urban page 30

7 Urban Bohemian page 31

9 High Density Urban page 33

11 Desirable Urban page 35

14 Cosmopolitan Lifestyle page 38

High Status

Urban...

Group

E

0.1%

0.1%

9.8%

10.2%

6.9%

10.7%

36.7%

25.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic

Most stylish

Most popular

Latest


Brand leader

Most reward points

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

40.2%

21.4%

15.1%

9.1%

5.0%

Crusaders

Fortunats

Rockafellas

Achievers

Grey Power

Top 5 geoTribes...


SES AB 42.4 207.0

SES C 30.4 147.8

SES D 20.7 101.8

SES E 4.4 22.5

SES FG 2.1 11.2

Lifecycle Stage









Tenure Type

Own 25.4 76.6

Mortgage 27.0 74.6

Rent 47.6 155.3


4+ Bedrooms 12.5 40.4










Chinese 5.3 167.1


Greek 2.5 204.9

Italian 2.3 156.6


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most stylish


Safest



Recommended by family/friends

Index

100= Nat Avg

200

Mid Status

Family...

17 Multicultural Family Starter page 41

20 Family Achiever page 44

27 Aspiring Family page 51

30 Established Multicultural Family page 54


Buying Drivers...

Spend

Finance

11.0%

2.1%

20.2%

12.4%

3.8%

11.7%

24.8%

14.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Group

F

21.1%

20.8%

19.2%

9.3%

7.5%

Suburban Splendour

Debtstars

Achievers

Boomers

Preppies

Top 5 geoTribes...


SES AB 19.4 94.9

SES C 25.8 125.3

SES D 24.6 120.9

SES E 21.4 108.2

SES FG 8.9 46.9

Lifecycle Stage









Tenure Type

Own 25.0 75.4

Mortgage 59.3 164.0

Rent 15.7 51.2


4+ Bedrooms 63.4 205.4












Chinese 1.9 59.3

Italian 1.5 99.6


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio



Australian made

Safest


Best warranty

Most comfortable

Index

100= Nat Avg

200

Mid Status

Suburban...

16 Cosmopolitan Suburban page 40

19 Mid Status Suburban page 43

21 Mid Status Multicultural Suburban page 45

23 Mining page 47

25 Established Multicultural Suburban page 49

28 Metro Fringe page 52

29 Mid Status Family Starter page 53

31 Established Mid Status Suburban page 55

32 Sea & Tree Change page 56

33 Provincial Fringe page 57

Economics... Demographics... 18.8% (1,527,851) of all Australian households

Buying Drivers...

Spend

Finance

15.9%

3.1%

18.3%

8.6%

5.8%

10.5%

18.1%

19.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Geography...

Group

G

17.6%

16.7%

12.7%

12.3%

11.5%

Debtstars

Suburban Splendour

Achievers

Boomers

Grey Power

Top 5 geoTribes...


SES AB 17.7 86.4

SES C 22.1 107.3

SES D 27.5 135.0

SES E 23.2 117.4

SES FG 9.6 50.9

Lifecycle Stage









Tenure Type

Own 35.4 106.7

Mortgage 41.7 115.3

Rent 22.9 74.7


4+ Bedrooms 39.9 129.4










Chinese 3.6 113.9

Greek 1.8 145.7

Italian 1.4 95.1



Mid Status

Urban...

Group

H

18 University Enclaves page 42

22 Multicultural Urban Lifestyle page 46

24 Mid Status Mixed Suburban page 48

26 Mid Status Urban page 50

34 Multicultural Mixed Urban page 58

0.6%

1.2%

18.6%

12.5%

11.6%

10.6%

20.6%

24.3%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Most authentic

Most stylish

Cheapest

Brand leader


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

25.9%

11.4%

10.0%

9.3%

9.3%

Independents

Crusaders

Boomers

Suburban Splendour

Grey Power

Top 5 geoTribes...


SES AB 20.9 101.9

SES C 21.6 105.2

SES D 27.9 137.3

SES E 21.1 107.0

SES FG 8.5 44.8

Lifecycle Stage









Tenure Type

Own 23.7 71.4

Mortgage 27.7 76.5

Rent 48.6 158.7


4+ Bedrooms 11.7 37.8










Chinese 8.8 277.2



Filipino 2.3 220.5


Low Status

Family...

Group

I38 Establishing Multicultural Family page 62

39 Established Blue Collar Suburban page 63

0.0%

0.2%

2.0%

9.2%

2.4%

5.2%

37.3%

43.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular


Best warranty

Safest

Best discounts

Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

20.8%

16.0%

15.8%

11.8%

11.5%

Debtstars

Suburban Splendour

Struggleville

True Blues

Twixters

Top 5 geoTribes...


SES AB 10.8 52.7

SES C 16.2 78.6

SES D 18.5 90.9

SES E 28.9 146.2

SES FG 25.7 136.0

Lifecycle Stage









Tenure Type

Own 22.8 68.6

Mortgage 55.5 153.7

Rent 21.7 70.7


4+ Bedrooms 42.2 136.7












Filipino 4.4 420.3

Chinese 3.1 97.0


Low Status

Suburban...

35 Old European Blue Collar page 59

37 Mature Provincial Suburban page 61

41 Inland Rural Fringe page 65

42 Mixed Multicultural Suburban page 66

43 Low Status Suburban page 67

44 Transient Suburban page 68

48 Blue Collar Family page 72

58 Indigenous & Remote page 82

Group

J

26.8%

6.8%

20.8%

6.7%

8.1%

9.3%

12.8%

8.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Economics... Demographics... 17.0% (1,382,268) of all Australian householdsGeography...

0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Best warranty

Safest

Favourite brand

Best discounts



Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

17.4%

15.1%

13.0%

12.5%

8.7%

Struggleville

True Blues

Survivors

Debtstars

Suburban Splendour

Top 5 geoTribes...


SES AB 7.7 37.5

SES C 14.2 69.0

SES D 17.6 86.4

SES E 29.9 151.3

SES FG 30.7 162.4

Lifecycle Stage









Tenure Type

Own 35.7 107.5

Mortgage 36.5 101.0

Rent 27.8 90.8


4+ Bedrooms 30.4 98.5










Italian 1.8 125.5



Chinese 0.8 26.4


Low Status

Urban...

36 Provincial Mixed Urban page 60

40 Coastal Empty Nest & Retirement page 64

45 Low Status Higher Density page 69

46 Elderly Enclaves page 70

47 Blue Collar Mixed Multicultural page 71

Group

K

14.7%

6.9%

33.1%

4.4%

5.0%

5.9%

11.7%

18.4%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Favourite brand



Best warranty

Best discounts

Best value

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

19.4%

15.2%

10.6%

9.5%

9.3%

Survivors

Independents

Boomers

Grey Power

True Blues

Top 5 geoTribes...


SES AB 9.4 45.9

SES C 13.9 67.7

SES D 19.5 95.8

SES E 30.5 154.2

SES FG 26.8 141.7

Lifecycle Stage









Tenure Type

Own 35.5 107.0

Mortgage 21.6 59.8

Rent 42.9 139.9


4+ Bedrooms 13.3 43.1












Chinese 2.6 81.9

Vietnamese 1.4 111.1


Disadvantaged...

49 Poor Mixed Urban page 73

50 Elderly Provincial Urban page 74

51 Low Status Rural Fringe page 75

52 Small Town Blue Collar Suburban page 76

53 Provincial Battler page 77

54 Low Status Mixed Multicultural page 78

55 Middle Eastern Multicultural page 79

56 Established Asian page 80

57 Suburban Distress page 81

Group

L

32.6%

12.4%

20.3%

1.9%

4.5%

4.9%

10.0%

13.4%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Economics... Demographics... 16.6% (1,351,289) of all Australian householdsGeography...

0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Best warranty

Australian made

Best discounts

Safest

Cheapest

Favourite brand


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

29.5%

21.5%

15.8%

15.4%

5.3%

Slender Meanz

Survivors

True Blues

Struggleville

Twixters

Top 5 geoTribes...


SES AB 4.5 22.2

SES C 8.6 41.8

SES D 11.2 55.1

SES E 21.2 107.3

SES FG 54.5 288.3

Lifecycle Stage









Tenure Type

Own 35.0 105.5

Mortgage 28.2 78.0

Rent 36.8 120.0


4+ Bedrooms 19.1 61.8












Chinese 1.9 58.2



Group

J

Group

I

Group

H

Group

D

Group

C

Disadvantaged

Group

L

Marketfind 58 Segments…


Elite Urban

High Status Family


High Status Urban

Mid Status Family

Group

E

Mid Status Suburban

Mid Status Urban

Low Status Family

Low Status Suburban


K

Group

B

Group

A1 2

3 4

8 10 12

5 13 15

6 7 9 11 14

17 20 27 30

16 19 21 23 25 28 29 31 32 33

18 22 24 26 34

38 39

35 37 41 42 43 44 48 58

36 40 45 46 47

49 50 51 52 53 54 55 56 57

Group

G

Group

F


Prestige...

Tend towards: Highest socioeconomic status, highest household & personal incomes, large houses, many with 5 or more bedrooms. Children

in private schools. Five persons in household, Bachelor & advanced degrees. Work as managers & professionals, 3 or more motor vehicles.

Teenage children. Many with private health insurance & large loan balances. Broad range of investments. Highest concentrations are in

Sydney. Purchases tend to be driven by expert recommendations, reward points & stylishness.

The dominant geoTribes segments are Rockafellas, Fortunats & Preppies.

Most similar Marketfind segments in order of similarity are: 2 Affluent Suburban, 5 Desirable Suburban, 10 Established High Status Family, 8 Affluent Multicultural, 12 Affluent Family

Mature families in elite suburban areas.

Sydney: St Ives, Pymble Melbourne: Donvale, Camberwell Brisbane: Fig Tree Pocket, Pullenvale Perth: Floreat, Dalkeith Regional Cities: Fadden (ACT)

1


0.0%

0.0%

7.5%

12.3%

0.2%

13.6%

13.4%

53.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Most reward points

Most stylish


Best performing

Most authentic

Best quality

Index

100= Nat Avg

200

Economics...

Buying Drivers...

Spend

Finance

50.5%

26.9%

15.6%

4.4%

2.6%

Rockafellas

Fortunats

Preppies

Achievers

Crusaders

Top 5 geoTribes...

Social Economic Status Seg % Index

SES AB 68.6 335.2

SES C 26.0 126.3

SES D 3.2 15.7

SES E 1.4 7.1

SES FG 0.8 4.4

Lifecycle Stage









Tenure Type

Own 48.8 146.9

Mortgage 40.2 111.3

Rent 11.0 35.9


4+ Bedrooms 69.4 224.9










Chinese 5.2 163.8


Greek 1.2 101.0

Italian 1.2 84.2


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Most reward points

Most stylish

Most authentic


Best performing


Index

100= Nat Avg

200

Affluent Suburban...

Mature households in large houses in exclusive areas.

2

Tend towards: Very affluent mature families & seniors living in large houses in elite suburban areas. High home ownership. Professionals,

degree qualified, high personal & household incomes. Overseas holidays, donations to charities and a broad range of investments.

Broadly distributed in mainland capitals & regional cities, with an especially high concentration in Melbourne. Purchases tend to be driven

by expert recommendations, reward points & stylishness.

The dominant geoTribes segments are Rockafellas & Fortunats.

Most similar Marketfind segments in order of similarity are: 5 Desirable Suburban, 1 Prestige, 10 Established High Status Family, 13 Mature Affluent Communities

Sydney: Point Piper Melbourne: Brighton, Canterbury Brisbane: Chapel Hill Adelaide: Aldgate, Malvern Perth: Nedlands, Applecross Regional Cities: Farrer (ACT), Yarralumla (ACT)


0.0%

0.0%

12.5%

19.1%

12.4%

7.7%

32.6%

15.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


Buying Drivers...

Spend

Finance

40.3%

34.4%

12.1%

8.0%

5.2%

Rockafellas

Fortunats

Preppies

Crusaders

Achievers

Top 5 geoTribes...


SES AB 61.6 300.7

SES C 32.7 159.2

SES D 3.6 17.6

SES E 1.6 8.0

SES FG 0.6 2.9

Lifecycle Stage









Tenure Type

Own 48.7 146.6

Mortgage 33.1 91.4

Rent 18.3 59.6


4+ Bedrooms 44.9 145.6










Chinese 3.5 110.1

Greek 1.6 130.2

Italian 1.6 106.3



3 High Status Urban...

Exclusive medium density areas.

Tend towards: High Socioeconomic status with high household & personal incomes. Medium density housing, young independents & renters.

Use public transport. Tertiary qualifications in arts and commerce. High residential mobility, eating out in restaurants and enjoying overseas

holidays. Disposed to not having a religious affiliation. Highest concentrations are in Sydney & to a lesser extent Melbourne, in close proximity

to the CBD. Purchases tend to be driven by authenticity, expert recommendations & stylishness.

The dominant geoTribes segments are Crusaders, Rockafellas & Fortunats.

Most similar Marketfind segments in order of similarity are: 14 Cosmopolitan Lifestyle, 6 Mature Affluent Urban, 7 Urban Bohemian, 4 High Status High Density

Sydney: Paddington, Drummoyne Melbourne: Albert Park, Middle Park Brisbane: Paddington, Red Hill Adelaide: Eastwood Regional Cities: Campbell (ACT)


0.0%

0.1%

2.9%

1.2%

0.1%

4.1%

23.0%

68.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic


Most stylish

Latest

Brand leader

Most reward points

Most popular

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

31.5%

30.7%

25.6%

6.8%

5.0%

Crusaders

Rockafellas

Fortunats

Achievers

Preppies

Top 5 geoTribes...


SES AB 59.7 291.6

SES C 31.9 155.4

SES D 5.3 25.9

SES E 2.2 11.2

SES FG 0.9 4.7

Lifecycle Stage









Tenure Type

Own 28.3 85.3

Mortgage 31.3 86.6

Rent 40.4 131.8


4+ Bedrooms 14.6 47.3










Chinese 2.6 82.9

Greek 2.2 177.3

Italian 1.9 128.4



4 High Status High Density...

Exclusive higher density areas.

Tend towards: High personal incomes. Pre-family singles, couples & post family households. High rise accommodation & use of public transport.

Very high residential mobility & renting. More likely to speak Chinese & ‘other’ languages. Highest concentration in Sydney. Purchases tend to

be driven by authenticity, expert recommendations & stylishness.

The dominant geoTribes segments are Crusaders & Fortunats.

Most similar Marketfind segments in order of similarity are: 7 Urban Bohemian, 11 Desirable Urban, 9 High Density Urban

Sydney: Cremorne, Wollstonecraft Melbourne: East Melbourne Brisbane: Kangaroo Point, Teneriffe Adelaide: Glenelg Perth: South Perth

Regional Cities: Main Beach (QLD)


0.0%

0.0%

6.1%

7.4%

0.7%

10.8%

15.2%

59.8%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic


Most stylish

Brand leader

Latest

Most popular

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

48.5%

38.2%

8.6%

1.6%

1.5%

Crusaders

Fortunats

Rockafellas

Grey Power

Achievers

Top 5 geoTribes...


SES AB 56.4 275.6

SES C 33.4 162.7

SES D 7.2 35.2

SES E 2.2 10.9

SES FG 0.8 4.3

Lifecycle Stage









Tenure Type

Own 26.1 78.7

Mortgage 21.9 60.6

Rent 51.9 169.5


4+ Bedrooms 4.1 13.3

Flat 4+ Storeys 63.8 1,759.0









Chinese 4.7 148.5


Italian 1.3 88.3



5 Desirable Suburban...

Professionals &managers in desirable suburban areas.

Tend towards: High household & personal incomes. Professionals & managers. Middle aged & mature families. Bachelor & higher degrees.

Qualifications in management & commerce. Likely to have health insurance. High outstanding loan balances. Broad geographic

representation in mainland capitals & regional cities. Relatively lower concentration in Adelaide. Purchases tend to be driven by expert

recommendations, stylishness & most reward points.

The dominant geoTribes segments are Rockafellas & Fortunats.

Most similar Marketfind segments in order of similarity are: 2 Affluent Suburban, 1 Prestige, 10 Established High Status Family, 12 Affluent Family

Sydney: Frenchs Forest, Thornleigh Melbourne: Williamstown, Kew East Brisbane: Ashgrove, Kenmore Adelaide: Millswood Perth: Mount Hawthorn, Trigg Regional Cities: Weston (ACT), Austinmer (NSW)


0.0%

0.2%

7.5%

10.3%

2.7%

17.6%

26.7%

35.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Most stylish

Most reward points

Brand leader

Best performing

Most authentic

Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

47.4%

25.9%

10.1%

10.0%

6.3%

Rockafellas

Fortunats

Preppies

Achievers

Crusaders

Top 5 geoTribes...


SES AB 53.3 260.4

SES C 35.0 170.3

SES D 8.0 39.4

SES E 2.5 12.8

SES FG 1.1 6.1

Lifecycle Stage









Tenure Type

Own 39.0 117.5

Mortgage 41.7 115.3

Rent 19.3 63.1


4+ Bedrooms 39.3 127.2










Chinese 3.0 92.8

Greek 1.8 141.9

Italian 1.6 108.9



6 Mature Affluent Urban...

Mature affluent households in medium density housing.

Tend towards: Mature families & seniors. Managers & professionals living in medium density housing. Smaller households. Travel by public

transport. Bachelor degrees, some qualified in society & culture. Broad geographic distribution with the highest concentration in Melbourne.

Purchases tend to be driven by stylishness, expert recommendations, authenticity & most reward points.

The dominant geoTribes segments are Fortunats, Rockafellas & Crusaders.

Most similar Marketfind segments in order of similarity are: 3 High Status Urban, 4 High Status High Density, 7 Urban Bohemian, 14 Cosmopolitan Lifestyle

Sydney: Abbotsford Melbourne: Toorak, Caulfield Brisbane: Hamilton Adelaide: Unley, St Peters Perth: Claremont, North Fremantle Regional Cities: Sandy Bay (TAS), Mount Nelson (TAS)


0.0%

0.0%

15.0%

16.3%

18.2%

4.6%

33.2%

12.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish


Most authentic

Most reward points

Best performing


Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

34.9%

27.2%

18.6%

8.3%

6.8%

Fortunats

Rockafellas

Crusaders

Preppies

Achievers

Top 5 geoTribes...


SES AB 46.2 225.6

SES C 38.0 185.0

SES D 11.8 58.2

SES E 2.7 13.8

SES FG 1.2 6.5

Lifecycle Stage









Tenure Type

Own 40.6 122.2

Mortgage 27.4 75.7

Rent 32.0 104.5


4+ Bedrooms 23.4 75.8










Chinese 4.3 135.4

Italian 1.8 120.0


Greek 1.6 130.1


7 Urban Bohemian...

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

Tend towards: Pre-family singles & couples. Group households. Degree qualifications. Qualified in creative arts. Medium density housing.

Travel by public transport. Tend not to have a religious affiliation. High residential mobility & renting. Mainly in near-CBD areas of Melbourne,

Sydney & to a lesser extent Brisbane. Enjoy restaurant meals & overseas holidays. Purchases tend to be driven by authenticity , latest, most

popular & stylishness.

The dominant geoTribes segment is Crusaders.

Most similar Marketfind segments in order of similarity are: 11 Desirable Urban, 4 High Status High Density, 9 High Density Urban, 3 High Status Urban

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


0.0%

0.0%

5.5%

2.0%

1.0%

11.1%

44.5%

35.8%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic

Latest

Most popular

Most stylish

Brand leader


Cheapest

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

58.0%

19.1%

13.0%

5.0%

2.3%

Crusaders

Fortunats

Rockafellas

Achievers

Grey Power

Top 5 geoTribes...


SES AB 47.9 234.1

SES C 30.7 149.3

SES D 16.4 80.5

SES E 3.5 17.6

SES FG 1.5 8.2

Lifecycle Stage









Tenure Type

Own 18.0 54.3

Mortgage 24.6 68.2

Rent 57.3 187.0












Chinese 4.2 132.6


Greek 1.9 157.2

Italian 1.6 110.1


8 Affluent Multicultural...

Affluent multicultural families.

Tend towards: High household incomes. Predominantly Chinese & a diverse range of other backgrounds with high proficiency in English. Degree

qualifications, many in management & commerce. Large family households with mature children living at home. High home ownership. Large

dwellings, many with 5 bedrooms or more. Mainly concentrated in Sydney & Melbourne and to a lesser extent Brisbane & Perth. Purchases tend

to be driven by stylishness, authenticity & expert recommendations.

The dominant geoTribes segments are Rockafellas, Fortunats & Preppies.

Most similar Marketfind segments in order of similarity are: 1 Prestige, 5 Desirable Suburban, 12 Affluent Family, 16 Cosmopolitan Suburban

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


0.0%

0.0%

0.7%

15.0%

0.6%

8.1%

35.2%

40.4%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish

Most authentic


Most reward points

Best performing

Brand leader

Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

35.5%

21.2%

17.3%

12.8%

4.3%

Rockafellas

Fortunats

Preppies

Achievers

Crusaders

Top 5 geoTribes...


SES AB 43.6 212.8

SES C 28.8 140.2

SES D 19.0 93.4

SES E 4.6 23.1

SES FG 4.1 21.5

Lifecycle Stage









Tenure Type

Own 47.2 142.1

Mortgage 39.2 108.5

Rent 13.6 44.3


4+ Bedrooms 64.0 207.3









Chinese 17.2 540.6



Greek 2.6 211.5



71.5%

16.6%

3.8%

2.9%

2.7%

Crusaders

Fortunats

Rockafellas

Independents

Grey Power

9 High Density Urban...

Affluent young persons living in near cbd high rise housing.

Tend towards: Pre-family singles & group households living in high rise dwellings. Non-private dwellings. Diverse multicultural backgrounds with

high proficiency in English. Travel by public transport, bicycle & walking to work. Higher proportion of younger full-time employed females. High

residential mobility & renting. Enjoy restaurant meals & overseas holidays. Mainly in near-CBD areas of Sydney & Melbourne. Purchases tend to

be driven by most popular, latest, stylishness, authenticity & brand leader.

The dominant geoTribes segment is Crusaders.

Most similar Marketfind segments in order of similarity are: 11 Desirable Urban, 7 Urban Bohemian, 4 High Status High Density, 26 Mid Status

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


0.0%

0.0%

5.2%

8.4%

1.0%

9.6%

24.3%

51.5%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Latest

Most stylish

Most authentic

Brand leader

Cheapest


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 42.5 207.8

SES C 31.2 152.0

SES D 19.5 95.8

SES E 4.7 23.9

SES FG 2.0 10.7

Lifecycle Stage









Tenure Type

Own 11.2 33.8

Mortgage 23.4 64.7

Rent 65.4 213.3


4+ Bedrooms 2.0 6.4

Flat 4+ Storeys 74.5 2,053.8









Chinese 12.2 382.0


Filipino 3.3 316.4



33.5%

23.8%

17.9%

16.1%

3.9%

Rockafellas

Fortunats

Achievers

Preppies

Grey Power

10 Established High Status Family...

Affluent established households in stable suburban areas.

Tend towards: Dwellings being purchased. Large mature families in large houses. High household incomes & home ownership. Work as managers

& administrators. Investments & larger loan balances. Multiple vehicles. More likely to have private health insurance. Broad geographic

representation in mainland capitals & regional cities. Purchases tend to be driven by stylishness, recommended by experts and most reward points.

The dominant geoTribes segments are Rockafellas, Fortunats, Achievers & Preppies.

Most similar Marketfind segments in order of similarity are: 12 Affluent Family, 19 Mid Status Suburban, 1 Prestige, 5 Desirable Suburban, 20 Family Achiever

Sydney: Caringbah South, Gymea Bay Melbourne: Eltham North, Wonga Park Brisbane: Newport, Forestdale Adelaide: Crafers Perth: Leeming, Connolly Regional Cities: Eleebana (NSW), Wandana Heights (VIC)


3.2%

0.3%

14.0%

16.7%

4.1%

12.6%

19.2%

30.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish


Most reward points

Most authentic

Best performing


Brand leader

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 39.2 191.5

SES C 30.7 149.6

SES D 23.2 114.2

SES E 4.5 22.5

SES FG 2.4 12.6

Lifecycle Stage









Tenure Type

Own 44.2 133.0

Mortgage 46.9 129.8

Rent 8.9 29.2


4+ Bedrooms 66.5 215.4











39.8%

19.9%

12.0%

10.5%

7.1%

Crusaders

Fortunats

Rockafellas

Achievers

Grey Power

11 Desirable Urban...

Affluent non-family households in medium-density housing.

Tend towards: Affluent pre-family singles & couples and post family households. Bachelor degrees & occupation as professionals. Diverse

multicultural backgrounds, generally with a high proficiency in English. Use public transport, bicycles & walking. Medium density housing. High

residential mobility & renting. Broad geographic representation in mainland capitals & regional cities. Tendency to not have a religious

affiliation. Purchases tend to be driven by stylishness, authenticity , latest & most popular.

The dominant geoTribes segments are Crusaders & Fortunats. Most similar Marketfind segments in order of similarity are: 9 High Density Urban,

7 Urban Bohemian, 4 High Status High Density, 26 Mid Status Urban, 18 University Enclaves

Sydney: Freshwater Melbourne: Carnegie, Ripponlea Brisbane: Annerley, Highgate Hill Adelaide: Norwood, Kensington Perth: Scarborough,

Mount Lawley Regional Cities: Cooks Hill (NSW), Larrakeyah (NT)


0.2%

0.5%

17.9%

18.8%

7.0%

22.6%

19.2%

13.9%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish

Most authentic

Latest

Most popular


Brand leader

Most reward points

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 37.6 183.9

SES C 28.0 136.3

SES D 26.8 131.7

SES E 5.1 25.8

SES FG 2.5 13.1

Lifecycle Stage









Tenure Type

Own 23.1 69.4

Mortgage 27.1 75.0

Rent 49.8 162.6


4+ Bedrooms 12.3 39.8










Chinese 4.7 148.2


Italian 1.6 110.5

Greek 1.5 119.2


29.5%

27.0%

14.3%

11.0%

10.2%

Achievers

Rockafellas

Preppies

Fortunats

Suburban Splendour

12 Affluent Family...

Better-off families in large mortgaged houses.

Tend towards: High household & individual incomes. Large dwellings many with 5+ bedrooms, being purchased. Large outstanding loan

balances & high debt service ratios. High rates of marriage. Large families, many with teenage children. Likely to have private health insurance.

2 to 3 motor vehicles & likely to travel to work in a private vehicle. Occupations as managers. High levels of education to year 12. Broad

geographic representation in mainland capitals & regional cities. Purchases tend to be driven by stylishness and expert recommendations.

The dominant geoTribes segments are Achievers, Rockafellas & Preppies.

Most similar Marketfind segments in order of similarity are: 20 Family Achiever, 10 Established High Status Family, 1 Prestige, 5 Desirable Suburban

Sydney: Kellyville, Barden Ridge Melbourne: Lysterfield, Waterways Brisbane: Albany Creek Adelaide: Golfview Heights Perth: Mindarie, Iluka Regional Cities: Jerrabomberra (NSW), Conder (ACT)


0.8%

0.0%

16.9%

17.3%

2.7%

18.4%

19.9%

24.2%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish


Most reward points

Most popular

Most authentic

Best performing

Brand leader

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 36.6 179.0

SES C 30.6 149.0

SES D 23.0 113.3

SES E 6.6 33.2

SES FG 3.1 16.7

Lifecycle Stage









Tenure Type

Own 28.0 84.3

Mortgage 61.4 169.9

Rent 10.6 34.6


4+ Bedrooms 77.7 251.8

Flat 4+ Storeys










Chinese 2.5 77.2


Italian 1.2 81.5


32.5%

19.5%

18.5%

11.7%

8.8%

Fortunats

Achievers

Rockafellas

Grey Power

Preppies

13 Mature Affluent Communities...

Better-off mature households in both metropolitan &regional areas.

Tend towards: Affluent, mature families, independents & retirees. High home ownership & private health insurance. Bachelor degrees &

professional occupations, as well as many living in comfortable retirement. Broad range of investments. Broad geographic distribution, with

higher concentrations in affluent areas of regional cities within driving distance of mainland capital cities. Purchases tend to be driven by

recommended by experts & best customer service.

The dominant geoTribes segments are Fortunats, Achievers & Rockafellas.

Most similar Marketfind segments in order of similarity are: 19 Mid Status Suburban, 10 Established High Status Family, 33 Provincial Fringe, 2 Affluent Suburban

Sydney: North Avoca, Palm Beach Melbourne: Olinda Brisbane: Ormiston, Manly Adelaide: Blackwood, Eden Hills Perth: Gooseberry Hill,

Marmion Regional Cities: Bundall (QLD), Twin Waters (QLD) Country Towns: Burradoo (NSW)


6.6%

4.4%

34.0%

10.5%

12.7%

7.4%

12.4%

11.8%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio



Most stylish

Best performing

Australian made

Most authentic


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 32.5 158.8

SES C 31.7 154.0

SES D 29.6 145.7

SES E 4.3 21.6

SES FG 2.0 10.4

Lifecycle Stage









Tenure Type

Own 48.0 144.6

Mortgage 35.9 99.4

Rent 16.0 52.3


4+ Bedrooms 44.2 143.2











20.9%

18.2%

16.7%

14.9%

9.1%

Achievers

Crusaders

Rockafellas

Fortunats

Grey Power

14 Cosmopolitan Lifestyle...

Better-off hhs from diverse cultural backgrounds in medium density areas.

Tend towards: Affluent small households. Pre-family households & retirees. Travel by public transport & train. Diverse multicultural backgrounds,

with generally a higher proficiency in English. Occupations as professionals & qualifications in creative arts. Tendency not to have a religious

affiliation. Mainly in Melbourne & to a lesser extent Sydney. Purchases tend to be driven by authenticity , stylishness & latest.

The dominant geoTribes segments are Achievers, Crusaders, Rockafellas & Fortunats.

Most similar Marketfind segments in order of similarity are: 3 High Status Urban, 7 Urban Bohemian, 6 Mature Affluent Urban

Sydney: Tempe Melbourne: Coburg, Thornbury Brisbane: West End Adelaide: Maylands, Thebarton Perth: North Perth

Regional Cities: Downer (ACT)


0.0%

0.0%

1.9%

4.1%

6.7%

0.9%

65.4%

21.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic

Most stylish

Latest

Most popular


Brand leader

Most reward points

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 36.3 177.5

SES C 24.1 117.1

SES D 29.5 145.2

SES E 6.5 33.1

SES FG 3.5 18.7

Lifecycle Stage









Tenure Type

Own 32.6 98.2

Mortgage 32.4 89.5

Rent 35.0 114.3


4+ Bedrooms 15.6 50.4










Greek 6.7 542.5

Italian 5.3 361.0

Chinese 4.5 140.7



32.6%

15.9%

15.3%

9.9%

8.2%

Achievers

Fortunats

Rockafellas

Preppies

Grey Power

15 High Status Family...

Affluent white-collar households in stable suburban areas.

Tend towards: Affluent white collar family households with a relatively high incidence of younger children. Many employed as clerical &

administrative workers and as professionals. High full-time employment rates for younger females. Degree qualifications. Higher outstanding

loan balances. Tendency to not have a religious affiliation. Purchases tend to be driven by stylishness & most reward points.

The dominant geoTribes segments are Achievers, Fortunats & Rockafellas.

Most similar Marketfind segments in order of similarity are: 29 Mid Status Family Starter

Sydney: Mt Colah Melbourne: Newport Brisbane: Camp Hill, Tarragindi Adelaide: Cumberland Park, Nailsworth Perth: Manning, Alfred Cove

Regional Cities: Kambah (ACT), Wanniassa (ACT) Country Towns: Cable Beach (WA), East Side (NT)


1.0%

2.1%

36.4%

12.7%

3.8%

23.9%

10.9%

9.3%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish

Most reward points


Brand leader

Most authentic

Best performing

Most comfortable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 34.0 166.1

SES C 29.1 141.5

SES D 28.8 141.5

SES E 5.4 27.4

SES FG 2.8 14.6

Lifecycle Stage









Tenure Type

Own 29.5 88.9

Mortgage 43.8 121.2

Rent 26.7 87.0


4+ Bedrooms 31.9 103.5











23.4%

16.3%

13.6%

10.6%

9.5%

Achievers

Grey Power

Suburban Splendour

Preppies

Fortunats

16 Cosmopolitan Suburban...

Established multicultural suburban areas in Sydney & Melbourne.

Tend towards: Middle & higher SES, middle aged & mature families and retirees. Diverse multicultural backgrounds with high levels of English

proficiency. Work in clerical & administrative occupations and as managers & professionals. Qualifications in management and commerce.

Mainly concentrated in Sydney & Melbourne.

The dominant geoTribes segments are Achievers, Grey Power & Suburban Splendour.

Most similar Marketfind segments in order of similarity are: 5 Desirable Suburban, 10 Established High Status Family, 19 Mid Status Suburban, 8 Affluent Multicultural

Sydney: Ryde, Winston Hills Melbourne: Bentleigh East, Blackburn South Brisbane: Wishart Adelaide: Athelstone, Tranmere Perth: Noranda, Samson


0.0%

0.0%

2.5%

6.2%

7.8%

2.8%

44.5%

36.2%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Most authentic

Most stylish

Best performing

Brand leader


Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 27.8 135.7

SES C 22.0 106.8

SES D 33.6 165.4

SES E 11.8 59.6

SES FG 4.9 25.8

Lifecycle Stage









Tenure Type

Own 45.4 136.9

Mortgage 36.4 100.8

Rent 18.1 59.1


4+ Bedrooms 35.1 113.8










Chinese 6.9 215.6

Greek 4.3 344.5

Italian 4.1 279.0



33.4%

18.6%

12.2%

8.7%

7.9%

Achievers

Debtstars

Suburban Splendour

Preppies

Rockafellas0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish

Latest

Most popular

Most reward points


Most authentic


Index

100= Nat Avg

200

17 Multicultural Family Starter...

Young families from diverse cultural backgrounds living in outerlying suburbs.

Tend towards: Mid status younger & middle aged families. Many with children less than 5 years of age. Broad range of cultural backgrounds, many

newly arrived in Australia, with a relatively higher proficiency in English. Dwellings being purchased, many with 4+ bedrooms. High outstanding loan

balances & debt service ratios. Main concentrations in newer outerlying suburbs of Melbourne & Sydney and to a lesser extent Perth. Purchases

tend to be driven by latest, most popular and authenticity.

The main geoTribes segments are Achievers, DebtStars & Suburban Splendour.

Most similar Marketfind segments in order of similarity are: 38 Establishing Multicultural Family, 8 Affluent Multicultural, 30 Established Multicultural Family

Sydney: Glenwood, Kellyville Ridge Melbourne: Point Cook, Caroline Springs Brisbane: Carseldine Adelaide: Mawson Lakes, Northgate

Perth: Success, Darch Regional Cities: Gungahlin (ACT), Franklin (ACT)


0.0%

0.0%

8.1%

15.3%

3.8%

5.6%

44.6%

22.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


Buying Drivers...

Spend

Finance


SES AB 23.5 114.6

SES C 26.7 130.0

SES D 23.0 113.1

SES E 19.0 96.2

SES FG 7.8 41.4

Lifecycle Stage









Tenure Type

Own 11.7 35.2

Mortgage 65.6 181.5

Rent 22.7 74.1


4+ Bedrooms 61.4 199.0











Chinese 5.9 184.7

Filipino 4.1 387.2



39.9%

36.8%

4.7%

4.6%

4.0%

Crusaders

Independents

Grey Power

Fortunats

Suburban Splendour

18 University Enclaves...

University students & other young people living near major uni campuses.

Tend towards: Pre-family singles & couples. Many living in group households. High proportion with Chinese & South Asian backgrounds. Many

full-time students attending university. Flats 4+ stories. High residential mobility & use of public transport. Eat out at restaurants & enjoy overseas

holidays. Tend not to have a religious affiliation. Purchases tend to be driven by latest, most popular & authenticity.

The dominant geoTribes segments are Crusaders & Independents.

Most similar Marketfind segments in order of similarity are: 22 Multicultural Urban Lifestyle, 26 Mid Status Urban, 9 High Density Urban

Sydney: Ultimo, Haymarket Melbourne: Melbourne, Clayton Brisbane: St Lucia Perth: Crawley


0.0%

0.2%

9.5%

4.7%

5.0%

12.4%

39.5%

28.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Most authentic

Most stylish

Cheapest

Brand leader


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 24.4 119.2

SES C 27.4 133.1

SES D 31.4 154.6

SES E 13.4 67.9

SES FG 3.4 18.0

Lifecycle Stage









Tenure Type

Own 15.2 45.8

Mortgage 16.1 44.5

Rent 68.7 224.2



Flat 4+ Storeys 51.4 1,416.5





Attend University F/T 34.2 1,137.6



Chinese 28.4 889.3


Filipino 6.6 619.8




26.3%

19.6%

15.1%

10.9%

10.2%

Achievers

Suburban Splendour

Grey Power

Preppies

Boomers

19 Mid Status Suburban...

Stable mid status suburban areas.

Tend towards: Mid status, middle aged, mature & post-family households. High rates of home ownership & purchase. Many houses with 4+

bedrooms. Qualifications in education. Likely to have private health insurance. Relatively high household incomes with many working spouses.

Broad geographic representation in mainland capitals & regional cities.

The main geoTribes segments are Achievers, Suburban Splendour & Grey Power.

Most similar Marketfind segments in order of similarity are: 27 Aspiring Family, 10 Established High Status Family, 20 Family Achiever,

13 Mature Affluent Communities

Sydney: Engadine, Winmalee Melbourne: Upwey, Belgrave Brisbane: Everton Hills Adelaide: Coromandel Valley, North Brighton

Perth: Kingsley, Mullaloo Regional Cities: Middle Ridge (QLD), Kiama Downs (NSW) Provincial Areas: Junortoun (VIC)


5.4%

2.3%

25.3%

10.1%

7.4%

10.3%

16.0%

23.4%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio



Best performing

Brand leader

Safest

Most comfortable

Australian made

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 23.6 115.3

SES C 26.3 127.9

SES D 34.5 169.5

SES E 11.5 58.4

SES FG 4.1 21.8

Lifecycle Stage









Tenure Type

Own 39.0 117.5

Mortgage 46.6 128.9

Rent 14.4 47.0


4+ Bedrooms 47.3 153.3











32.8%

20.0%

15.9%

9.5%

7.3%

Achievers

Suburban Splendour

Debtstars

Preppies

Boomers

20 Family Achiever...

Mid status families in large mortgaged houses.

Tend towards: Mid status, younger & middle aged families. Many with children under 15 years of age. Purchasing larger houses, many with

4+ bedrooms. Many spouses working either full or part-time. More likely to have private health insurance. Most likely to have 2 motor vehicles

& travel to work by car. High debt service ratios, borrowings & expenditure across a broad range of categories. Broad geographic representation

in outerlying suburbs of mainland capitals & regional cities. Purchases tend to be driven by latest & stylishness and expert recommendation.

The main geoTribes segments are Achievers, Suburban Splendour & DebtStars.

Most similar Marketfind segments in order of similarity are: 12 Affluent Family, 27 Aspiring Family, 19 Mid Status Suburban, 10 Established High Status Family

Sydney: Harrington Park, Woongarrah Melbourne: Beaconsfield Brisbane: Wakerley, Mount Cotton Adelaide: Hewett Perth: Secret Harbour, Atwell Regional Cities: Reedy Creek (QLD), Shell Cove (NSW)


3.9%

2.5%

28.6%

22.7%

3.4%

17.7%

11.5%

9.8%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most stylish


Most popular


Safest

Brand leader

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

Top 5 geoTribes...


SES AB 21.2 103.7

SES C 31.5 153.5

SES D 27.9 137.4

SES E 14.1 71.6

SES FG 5.2 27.4

Lifecycle Stage









Tenure Type

Own 18.4 55.3

Mortgage 63.8 176.4

Rent 17.9 58.3


4+ Bedrooms 75.6 245.1











16.3%

14.2%

11.7%

9.9%

9.4%

Suburban Splendour

Achievers

Grey Power

Independents

Preppies

21 Mid Status Multicultural Suburban...

Mid status suburban households from multicultural backgrounds.

Tend towards: Mixture of middle & higher status households. Predominantly Chinese and a diverse range of other backgrounds & with mixed

levels of English proficiency. Young independents & mature families with mature children living at home. Use public transport, including travel by

train. Mainly separate houses, with some semi-detached dwellings. Qualifications in management & commerce and information technology.

Degree & Year 12 education levels, with many in professional occupations. Mainly in Sydney, Melbourne & Brisbane. Purchases tend to be driven by

authenticity , latest & stylishness.

The main geoTribes segments are Suburban Splendour, Achievers, Grey Power & Independents.

Most similar Marketfind segments in order of similarity are: 47 Blue Collar Mixed Multicultural, 22 Multicultural Urban Lifestyle, 34 Multicultural Mixed Urban, 38 Establishing Multicultural Family

Sydney: Narwee, Strathfield South Melbourne: Glen Waverley Brisbane: Sunnybank Hills, Sunnybank Perth: Riverton


0.0%

0.0%

0.0%

1.7%

0.2%

15.0%

30.7%

52.3%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic

Latest

Most stylish

Most popular

Cheapest


Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance

Top 5 geoTribes...


SES AB 27.8 135.7

SES C 19.1 93.1

SES D 25.9 127.2

SES E 16.6 84.2

SES FG 10.6 56.0

Lifecycle Stage









Tenure Type

Own 37.4 112.5

Mortgage 32.3 89.4

Rent 30.3 98.9


4+ Bedrooms 31.6 102.4









Chinese 27.1 849.3




Greek 2.8 228.9


35.1%

23.3%

8.4%

6.1%

5.3%

Independents

Crusaders

Suburban Splendour

Achievers

Boomers

22 Multicultural Urban Lifestyle...

Multicultural households in high density housing.

Tend towards: Pre-family singles & couples. Predominantly of Chinese & South Asian backgrounds. Bachelor degree & Year 12 education.

Qualifications in management & commerce. Travel by public transport including by train. Many households without a motor vehicle. High

incidence of full-time employment by young females. High residential mobility. Mainly high density areas away from the CBD’s of Sydney & to a

much lesser extent Melbourne. Purchases tend to be driven by latest, most popular & authenticity.

The dominant geoTribes segments are Independents & Crusaders.

Most similar Marketfind segments in order of similarity are: 18 University Enclaves, 47 Blue Collar Mixed Multicultural, 26 Mid Status Urban,

9 High Density Urban, 34 Multicultural Mixed Urban

Sydney: Ashfield, Parramatta Melbourne: Glen Huntly


0.0%

0.0%

0.0%

1.4%

0.3%

0.9%

9.9%

87.5%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Most authentic

Most stylish

Cheapest

Brand leader

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 28.3 138.4

SES C 21.0 102.3

SES D 24.4 120.2

SES E 17.8 89.9

SES FG 8.4 44.7

Lifecycle Stage









Tenure Type

Own 14.8 44.6

Mortgage 25.9 71.5

Rent 59.3 193.5



Flat 4+ Storeys 37.5 1,033.3








Chinese 25.3 793.3




Filipino 3.6 335.4


25.0%

17.6%

13.4%

8.8%

6.3%

Achievers

Debtstars

Suburban Splendour

Boomers

Preppies

23 Mining...

Mining communities.

Tend towards: Young & middle aged families, many with children under 5 years of age. High individual & household incomes. High residential

mobility & renting. Many employed in the mining industry. Education to Certificate, Year 10/11 education. Qualifications in engineering & related

technologies. Occupation as technicians, trade workers, machinery operators and drivers. Purchases of tobacco & baby products. Concentrated

in mining towns in regional areas, especially in WA & QLD. Purchases tend to be driven by stylishness, cheapest & most reward points.

The main geoTribes segments are Achievers, DebtStars & Suburban Splendour.

Most similar Marketfind segment is: 36 Provincial Mixed Urban

Regional Cities: Boulder (WA), Kalgoorlie (WA) Country Towns: Emerald (QLD), Singleton Heights (NSW) Provincial Areas: Moranbah (QLD), Blackwater (QLD)


45.7%

39.1%

15.3%

0.0%

0.0%

0.0%

0.0%

0.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most stylish

Cheapest

Most reward points


Most comfortable

Best quality

Best performing

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 22.8 111.3

SES C 29.9 145.7

SES D 26.6 130.6

SES E 13.8 69.7

SES FG 7.0 36.8

Lifecycle Stage









Tenure Type

Own 15.4 46.4

Mortgage 27.8 76.9

Rent 56.8 185.3


4+ Bedrooms 34.0 110.3










Filipino 1.5 144.3


Chinese 0.5 17.1

Italian 0.2 16.9


17.8%

15.1%

13.4%

11.3%

10.1%

Achievers

Grey Power

Suburban Splendour

Boomers

Debtstars

24 Mid Status Mixed Suburban...

Mixed mid status households in modest suburban areas.

Tend towards: Mid status households from a broad range of demographic backgrounds. Lone person, elderly & divorcee households. High

residential mobility. Year 12 & degree qualifications. Work in administration or finance. Broad geographic distribution in mainland capitals &

regional cities.

The main geoTribes segments are Achievers, Grey Power, Suburban Splendour & Boomers.

Most similar Marketfind segments in order of similarity are: 37 Mature Provincial Suburban, 31 Established Mid Status Suburban, 43 Low Status Suburban

Sydney: Miranda, Jannali Melbourne: Altona, Mordialloc Brisbane: Salisbury Adelaide: Magill, Warradale Perth: Bassendean, Willagee Regional Cities: New Lambton (NSW), Geelong West (VIC)


0.9%

2.6%

29.5%

12.7%

15.8%

11.5%

20.0%

7.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Most authentic

Most stylish



Best performing

Most comfortable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 21.2 103.6

SES C 22.7 110.4

SES D 33.0 162.5

SES E 17.7 89.4

SES FG 5.4 28.7

Lifecycle Stage









Tenure Type

Own 32.7 98.4

Mortgage 33.9 93.8

Rent 33.4 109.0


4+ Bedrooms 18.7 60.6










Chinese 2.0 63.2

Italian 1.6 105.9


Greek 1.1 92.6


17.7%

14.2%

13.5%

12.8%

8.3%

Suburban Splendour

Grey Power

Debtstars

Achievers

Boomers

25 Established Multicultural Suburban...

Mature multicultural families in established suburban areas of Syd & Melb.

Tend towards: Mature multicultural families with mature children and home and seniors. From Greek & otherwise diverse multicultural

backgrounds with mixed levels of English proficiency. High home ownership. High use of public transport. Work in clerical & administrative

occupations. Year 12 & Bachelor degree qualifications. Investments in property & trusts. Mainly in Sydney & Melbourne. Purchases tend to be

driven by authenticity & expert recommendations.

The main geoTribes segments are Suburban Splendour, Grey Power & DebtStars.

Most similar Marketfind segments in order of similarity are: 35 Old European Blue Collar, 54 Low Status Mixed Multicultural, 21 Mid Status Multicultural Suburban

Sydney: Bexley, Kingsgrove Melbourne: Oakleigh South Adelaide: Torrensville


0.0%

0.0%

0.3%

0.0%

3.0%

0.0%

31.1%

65.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic



Safest

Latest

Best quality

Best performing

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 20.7 101.2

SES C 16.6 80.6

SES D 24.5 120.6

SES E 26.0 131.6

SES FG 12.2 64.6

Lifecycle Stage









Tenure Type

Own 46.4 139.7

Mortgage 32.0 88.6

Rent 21.6 70.5


4+ Bedrooms 27.4 88.8









Greek 15.2 1,227.4


Chinese 8.9 279.0


Italian 4.2 287.5


44.9%

14.8%

11.2%

7.1%

4.6%

Independents

Boomers

Crusaders

Grey Power

Survivors

26 Mid Status Urban...

Mid status households in high density areas.

Tend towards: Pre-family singles & couples. Many in group households. High density dwellings. High incidence of full-time work by young

females. High residential mobility & renting. Concentrated in mainland capitals & regional cities. Purchases tend to be driven by latest,

most popular & authenticity.

The dominant geoTribes segments are Independents, Boomers & Crusaders.

Most similar Marketfind segments in order of similarity are: 11 Desirable Urban, 9 High Density Urban, 18 University Enclaves, 22 Multicultural Urban Lifestyle

Sydney: Dee Why, Sutherland Melbourne: North Essendon Brisbane: Nundah, Gaythorne Adelaide: Plympton Perth: Tuart Hill, Glendalough

Regional Cities: Surfers Paradise (QLD), Queanbeyan (NSW) Country Towns: The Gap (NT)


1.1%

1.1%

29.7%

12.9%

5.8%

18.5%

8.2%

22.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Most authentic

Cheapest

Most stylish

Brand leader

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 18.6 91.1

SES C 21.7 105.7

SES D 28.6 140.7

SES E 21.8 110.2

SES FG 9.2 48.9

Lifecycle Stage









Tenure Type

Own 15.3 46.1

Mortgage 22.4 62.0

Rent 62.3 203.2













Chinese 4.3 134.7

Filipino 2.1 195.6



25.7%

24.3%

14.4%

8.7%

7.3%

Debtstars

Suburban Splendour

Boomers

Grey Power

Achievers

27 Aspiring Family...

Financially extended families in large houses in less expensive locations.

Tend towards: Middle aged & mature families, living in larger dwellings, many with 5+ bedrooms. 3 or 4 motor vehicles. Travel to work by car.

Year 12 & certificate qualifications in engineering & related technologies. Work as technicians & in trades. Dwellings being purchased. Large

outstanding loan balances & debt service ratios. Spend on fuel. Broadly distributed geography with high concentrations in outerlying suburbs of

regional cities & provincial areas. Purchases tend to be driven by most environmentally friendly, Australian made & best customer service.

The main geoTribes segments are DebtStars, Suburban Splendour & Boomers.

Most similar Marketfind segments in order of similarity are: 19 Mid Status Suburban, 20 Family Achiever, 10 Established High Status Family,

31 Established Mid Status Suburban, 43 Low Status Suburban

Sydney: Silverdale, McGraths Hill Melbourne: Mount Evelyn, Kilsyth South Brisbane: Jimboomba, Upper Caboolture Adelaide: Onkaparinga Hills,

Angle Vale Perth: Bullsbrook, Jane Brook Regional Cities: Maiden Gully (VIC), Tallebudgera (QLD) Provincial Areas: Humpty Doo (NT), Virginia (NT)


23.6%

3.5%

24.5%

6.8%

4.8%

13.6%

14.1%

9.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Australian made


Best warranty

Safest


Most durable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 13.5 65.7

SES C 22.5 109.3

SES D 25.3 124.6

SES E 28.4 143.9

SES FG 10.3 54.6

Lifecycle Stage









Tenure Type

Own 31.7 95.5

Mortgage 56.1 155.3

Rent 12.2 39.7


4+ Bedrooms 57.3 185.7











19.4%

14.3%

14.0%

10.9%

7.4%

Suburban Splendour

Debtstars

Boomers

Grey Power

Preppies

28 Metro Fringe...

Tradespersons & hobby farmers in large houses in metro fringe areas.

Tend towards: Mature families, many with mature children living at home & post family households. Large houses, many with 5+ bedrooms.

Have 4+ motor vehicles. Work in construction, as technicians & trade workers. Qualifications in engineering & related technologies. Education

to certificate & Year 10/11 education. Mainly on the fringe of mainland capitals, with Adelaide having a notably lower concentration.

Purchases tend to be driven by most environmentally friendly & Australian made.

The main geoTribes segments are Suburban Splendour, DebtStars & Boomers.

Most similar Marketfind segments in order of similarity are: 33 Provincial Fringe, 41 Inland Rural Fringe, 27 Aspiring Family, 51 Low Status Rural Fringe

Sydney: Londonderry, Leppington Melbourne: Devon Meadows Brisbane: Greenbank Perth: Oakford


8.4%

0.1%

11.6%

14.3%

2.3%

12.9%

19.9%

30.4%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Australian made

Cheapest


Safest

Best warranty

Best performing

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 15.9 77.5

SES C 17.2 83.5

SES D 23.5 115.7

SES E 27.0 136.5

SES FG 16.5 87.3

Lifecycle Stage









Tenure Type

Own 43.9 132.3

Mortgage 39.9 110.3

Rent 16.2 52.9


4+ Bedrooms 57.2 185.3

Flat 4+ Storeys









Italian 2.4 166.2

Chinese 1.0 31.0


Vietnamese 0.6 47.9


38.4%

14.7%

9.5%

7.3%

6.8%

Debtstars

Suburban Splendour

Struggleville

Boomers

Achievers

29 Mid Status Family Starter...

Financially extended younger families in newer housing.

Tend towards: Mainly young & to a lesser extent middle aged families. Living in large suburban houses. Younger children, many under 5 years of

age. Certificate & Year 10/11 education. Dwellings being purchased. High levels of household debt & debt service ratios. Elevated levels of

financial distress. Purchases of baby products. Mainly living in newer outerlying suburbs of mainland capitals & regional cities with Sydney &

Adelaide having notably lower concentrations. Purchases tend to be driven by most popular, latest & recommended by family/friends.

The dominant geoTribes segments are DebtStars & Suburban Splendour.

Most similar Marketfind segment is: 15 High Status Family

Sydney: Currans Hill, Wadalba Melbourne: Doreen, Brookfield Brisbane: Springfield Lakes, Tanah Merah Adelaide: Andrews Farm, Munno Para West

Perth: Ellenbrook, Clarkson Regional Cities: Pacific Pines (QLD), New Auckland (QLD) Country Towns: Larapinta (NT) Provincial Areas: Katherine East (NT), Marian (QLD)


6.6%

3.2%

30.2%

21.8%

4.1%

16.9%

12.7%

4.5%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Latest



Most stylish

Safest

Most comfortable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 10.4 50.7

SES C 25.7 125.1

SES D 26.0 128.1

SES E 26.0 131.7

SES FG 11.9 62.8

Lifecycle Stage









Tenure Type

Own 12.0 36.1

Mortgage 54.9 151.9

Rent 33.1 108.0


4+ Bedrooms 58.1 188.3











Filipino 1.1 101.2

Chinese 0.8 24.3



26.5%

19.0%

11.1%

7.3%

7.1%

Suburban Splendour

Debtstars

Twixters

Preppies

Achievers

30 Established Multicultural Family...

Outerlying multicultural suburbs of Sydney & Melbourne.

Tend towards: Mature families, many with mature children living at home. European & otherwise diverse multicultural backgrounds. High levels

of home ownership & purchasing. Large households, many with 4+ motor vehicles. Large outstanding loan balances. Mainly in outerlying

suburbs of Melbourne & to a lesser extent Sydney. Purchases tend to be driven by latest, most popular & cheapest.

The dominant geoTribes segments are Suburban Splendour & DebtStars and to a lesser extent Twixters.

Most similar Marketfind segments in order of similarity are: 39 Established Blue Collar Suburban, 8 Affluent Multicultural, 12 Affluent Family,

38 Establishing Multicultural Family

Sydney: Cecil Hills, Abbotsbury Melbourne: Mill Park, Taylors Lakes


0.0%

0.0%

3.6%

2.8%

0.6%

0.0%

64.2%

28.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Cheapest


Safest

Best warranty

Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 16.2 79.3

SES C 17.4 84.7

SES D 20.6 101.3

SES E 27.6 139.5

SES FG 18.2 96.4

Lifecycle Stage









Tenure Type

Own 40.4 121.8

Mortgage 48.5 134.0

Rent 11.1 36.3


4+ Bedrooms 58.8 190.4











Italian 6.8 461.8

Greek 3.5 286.0



26.8%

18.0%

15.0%

9.2%

7.4%

Debtstars

Suburban Splendour

Boomers

Grey Power

Twixters

31 Established Mid Status Suburban...

Mid status established suburban areas.

Tend towards: Lower middle SES households from a broad range of lifecycle stages. Dwellings being purchased. Certificate & Year 10/11

education. Occupations as technical & trades workers. 2 motor vehicles. 3 bedroom houses. Higher debt service ratios. Predominantly in

mainland capitals & regional cities.

The main geoTribes segments are DebtStars, Suburban Splendour & Boomers.

Most similar Marketfind segments in order of similarity are: 43 Low Status Suburban, 37 Mature Provincial Suburban, 27 Aspiring Family, 33 Provincial Fringe

Sydney: South Penrith, Jamisontown Melbourne: Ferntree Gully, Knoxfield Brisbane: Rochedale South, Strathpine Adelaide: Happy Valley,

Modbury North Perth: Padbury, Craigie Regional Cities: Ashmore (QLD), Elermore Vale (NSW) Provincial Areas: Exmouth (WA)


2.8%

1.3%

28.2%

11.6%

11.1%

19.5%

15.8%

9.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Australian made

Best warranty

Safest


Best discounts


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 12.0 58.6

SES C 20.0 97.5

SES D 24.6 121.1

SES E 32.7 165.7

SES FG 10.6 56.2

Lifecycle Stage









Tenure Type

Own 32.2 97.1

Mortgage 44.8 124.0

Rent 22.9 74.9


4+ Bedrooms 33.7 109.2











25.2%

16.3%

14.5%

11.5%

7.8%

Boomers

Debtstars

Grey Power

Suburban Splendour

Survivors

32 Sea & Tree Change...

Post family households in coastal & provincial areas.

Tend towards: Lower middle SES households with mature independents and retirees. Mature couples without children living at home. Some

workers in agriculture. More likely to be separated or divorced & not to have a religious affiliation. High home ownership. Higher part-time

female employment. Mainly in coastal & hinterland areas and to a lesser extent the fringe of regional cities. Purchases tend to be driven by

most environmentally friendly, Australian made & best customer service.

The main geoTribes segments are Boomers, DebtStars & Grey Power.

Most similar Marketfind segments in order of similarity are: 51 Low Status Rural Fringe, 40 Coastal Empty Nest & Retirement,

52 Small Town Blue Collar Suburban, 53 Provincial Battler, 41 Inland Rural Fringe, 37 Mature Provincial Suburban

Sydney: Katoomba, Blackheath Melbourne: Warburton Regional Cities: Tamborine Mountain (QLD), Maleny (QLD) Provincial Areas: Castlemaine (VIC), Beechworth (VIC)


57.5%

4.1%

24.0%

0.4%

1.1%

1.5%

3.8%

7.5%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made



Best warranty

Safest

Most durable

Best performing

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 12.8 62.7

SES C 18.6 90.5

SES D 24.8 122.2

SES E 30.7 155.5

SES FG 13.0 68.8

Lifecycle Stage









Tenure Type

Own 42.5 127.9

Mortgage 31.2 86.3

Rent 26.3 86.0


4+ Bedrooms 25.9 83.9











22.8%

20.4%

17.9%

13.0%

5.9%

Boomers

Debtstars

Suburban Splendour

Grey Power

Survivors

33 Provincial Fringe...

Hobby farmers & other households on the fringe of provincial centres.

Tend towards: Lower middle SES. Mature families, independents & early seniors, also with some middle aged families. High ownership & purchasing

of larger dwellings, many with 4+ bedrooms. 3 or 4 motor vehicles. Work in agriculture. Higher part-time female employment. Certificate &

Year 10/11 education. Mainly from smaller country towns & to a lesser extent the fringes of regional cities. Purchases tend to be driven by most

environmentally friendly, Australian made & best customer service.

The main geoTribes segments are Boomers, DebtStars & Suburban Splendour.

Most similar Marketfind segments in order of similarity are: 28 Metro Fringe, 37 Mature Provincial Suburban, 41 Inland Rural Fringe,

31 Established Mid Status Suburban, 51 Low Status Rural Fringe, 13 Mature Affluent Communities

Regional Cities: Dundowran Beach (QLD) Provincial Areas: Tolga (QLD), Richmond (TAS)


73.9%

2.2%

9.7%

2.1%

2.8%

4.1%

4.1%

1.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio


Australian made


Best warranty

Cheapest

Safest

Most durable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 13.0 63.4

SES C 19.2 93.3

SES D 22.8 112.1

SES E 32.1 162.4

SES FG 13.0 68.7

Lifecycle Stage









Tenure Type

Own 45.3 136.5

Mortgage 40.4 111.6

Rent 14.3 46.8


4+ Bedrooms 43.4 140.6











24.4%

14.5%

11.1%

9.4%

8.4%

Independents

Debtstars

Suburban Splendour

Boomers

Survivors

34 Multicultural Mixed Urban...

Medium density areas with diverse multicultural backgrounds.

Tend towards: Lower middle SES households with a strong representation of young independents & otherwise a broad range of lifecycle stages.

Single person households, with many renting. Broad range of multicultural backgrounds with mixed levels of English proficiency. Low-rise flats &

medium density dwellings, many with 2 bedrooms. Travel by public transport including train. High levels of full-time employment among young

females. Lower household incomes. Relatively high financial distress. Mainly from mainland capitals, especially Melbourne, Adelaide & Perth.

Purchases tend to be driven by most popular, latest & authenticity.

The dominant geoTribes segments are Independents and to a lesser extent DebtStars & Suburban Splendour.

Most similar Marketfind segments in order of similarity are: 47 Blue Collar Mixed Multicultural, 22 Multicultural Urban Lifestyle, 26 Mid Status Urban, 18 University Enclaves, 21 Mid Status Multicultural Suburban

Sydney: North Parramatta Melbourne: West Footscray, Heidelberg Heights Brisbane: Coopers Plains Adelaide: Klemzig, Enfield Perth: Nollamara, Westminster Regional Cities: Birmingham Gardens (NSW)


0.3%

0.2%

4.2%

20.3%

19.8%

5.6%

33.5%

16.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Latest

Most authentic

Cheapest

Most stylish


Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 15.2 74.4

SES C 17.4 84.7

SES D 21.4 105.1

SES E 31.6 160.2

SES FG 14.4 76.0

Lifecycle Stage









Tenure Type

Own 26.5 79.9

Mortgage 28.6 79.2

Rent 44.9 146.3


4+ Bedrooms 13.6 43.9











Chinese 6.9 216.8


Italian 3.4 234.9


14.7%

12.1%

12.0%

10.5%

7.3%

Survivors

Debtstars

Suburban Splendour

Grey Power

Struggleville

35 Old European Blue Collar...

Older European migrants in established suburbs.

Tend towards: Lower SES mature family & retiree households. Mature children living at home. High home ownership. Speak Italian & other

European languages, many with both parents born overseas. Mixed levels of English proficiency. Low individual & household incomes. Mainly

from Melbourne, Adelaide & to a lesser extent Sydney.

The main geoTribes segments are Survivors, DebtStars, Suburban Splendour & Grey Power.

Most similar Marketfind segments in order of similarity are: 54 Low Status Mixed Multicultural, 25 Established Multicultural Suburban,

42 Mixed Multicultural Suburban

Sydney: Haberfield, Austral Melbourne: Keilor East, Bulleen Adelaide: Seaton, Fulham Gardens Perth: Balcatta


2.4%

2.3%

1.1%

7.1%

23.5%

0.0%

51.5%

12.2%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most authentic

Safest


Best warranty

Most popular

Australian made

Best quality

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 14.6 71.2

SES C 14.8 71.9

SES D 20.5 100.9

SES E 28.8 145.9

SES FG 21.3 112.9

Lifecycle Stage









Tenure Type

Own 50.8 153.0

Mortgage 26.1 72.3

Rent 23.1 75.3


4+ Bedrooms 26.0 84.2









Italian 19.0 1,292.5



Greek 4.9 394.2

Chinese 3.1 96.9


21.0%

14.9%

14.0%

11.9%

8.1%

Independents

Boomers

Debtstars

Survivors

Suburban Splendour

36 Provincial Mixed Urban...

Medium density areas in regional cities & towns.

Tend towards: Low SES households from a broad range of lifecycle stages. Single person households. More likely to be separated or divorced.

Many lone parent households. Low rise flats & other medium density dwellings. Many renting. High residential mobility. 1 or 2 motor vehicles.

Low household incomes. High levels of financial distress. Mainly from regional cities.

The main geoTribes segments are Independents, Boomers, DebtStars & Survivors.

Most similar Marketfind segments in order of similarity are: 50 Elderly Provincial Urban, 46 Elderly Enclaves, 45 Low Status Higher Density,

49 Poor Mixed Urban

Sydney: Richmond Melbourne: Croydon Brisbane: Woody Point Adelaide: Seacombe Gardens, Sturt Perth: Coolbellup Regional Cities:

Labrador (QLD), Mooloolaba (QLD) Country Towns: Lismore (NSW), Sadadeen (NT) Provincial Areas: Byron Bay (NSW), Longreach (QLD)


8.9%

7.5%

58.1%

3.5%

5.2%

5.5%

7.7%

3.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Favourite brand



Most comfortable

Best discounts

Most popular

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 11.0 53.8

SES C 17.0 82.5

SES D 20.7 101.7

SES E 33.6 170.1

SES FG 17.7 93.9

Lifecycle Stage









Tenure Type

Own 27.0 81.3

Mortgage 25.5 70.5

Rent 47.5 155.1


4+ Bedrooms 13.0 42.1











17.6%

14.3%

14.1%

12.8%

11.2%

Debtstars

Boomers

Survivors

Suburban Splendour

Grey Power

37 Mature Provincial Suburban...

Poorer seniors &mature independents in regional areas.

Tend towards: Low SES post-family households. Higher home ownership. Mature couples without children living at home. Many elderly. Younger

persons in houses. More likely to have children. Certificate & Year10/11 education. Low household incomes. Mainly from regional cities, country

towns & provincial areas. Purchases tend to be driven by Australian made, best warranty & most environmentally friendly.

The main geoTribes segments are DebtStars, Boomers & Survivors.

Most similar Marketfind segments in order of similarity are: 31 Established Mid Status Suburban, 43 Low Status Suburban, 33 Provincial Fringe,

51 Low Status Rural Fringe

Sydney: Point Clare Melbourne: McCrae Brisbane: Boonah Adelaide: McLaren Vale, Hahndorf Perth: Safety Bay Regional Cities: Howrah

(TAS), Clifton Springs (VIC) Country Towns: Horsham (VIC), North Nowra (NSW) Provincial Areas: Alstonville (NSW), Pottsville (NSW)


24.6%

17.9%

35.6%

3.3%

5.3%

3.3%

5.4%

4.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Best warranty



Safest

Most comfortable

Most durable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 9.6 47.1

SES C 17.3 84.2

SES D 20.6 101.6

SES E 33.2 168.2

SES FG 19.2 101.5

Lifecycle Stage









Tenure Type

Own 42.5 128.1

Mortgage 34.2 94.6

Rent 23.3 76.0


4+ Bedrooms 31.0 100.6











22.9%

16.9%

14.7%

10.8%

10.5%

Debtstars

Suburban Splendour

Struggleville

Twixters

True Blues

38 Establishing Multicultural Family...

Outerlying multicultural suburbs of Sydney & Melbourne.

Tend towards: Lower SES family households. Mature children living at home, as well as infants. Extended families. Speak South Asian, European,

Filipino, Arabic, Persian & Dari languages. Many with both parents born overseas. Qualifications in management & commerce. Work in

manufacturing. Larger dwellings being purchased. Large outstanding loan balances, debt service ratios & a higher likelihood of financial

distress. Purchase fuel & baby products and spend on public transport. Mainly from Sydney & Melbourne. Purchases tend to be driven by latest,

most popular and recommended by family & friends.

The main geoTribes segments are DebtStars, Suburban Splendour, Struggleville & Twixters.

Most similar Marketfind segments in order of similarity are: 17 Multicultural Family Starter, 54 Low Status Mixed Multicultural, 21 Mid Status Multicultural Suburban, 30 Established Multicultural Family

Sydney: Prestons, Hinchinbrook Melbourne: Hampton Park, Lynbrook


0.1%

0.0%

0.0%

1.7%

0.1%

1.9%

38.3%

57.8%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular


Most stylish

Cheapest

Best quality

Most authentic

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 12.6 61.4

SES C 16.4 79.7

SES D 18.3 89.9

SES E 28.0 141.6

SES FG 24.8 131.3

Lifecycle Stage









Tenure Type

Own 18.3 55.0

Mortgage 59.6 164.8

Rent 22.2 72.3


4+ Bedrooms 48.0 155.6












Filipino 8.2 770.7



19.7%

16.4%

15.5%

12.5%

11.9%

Debtstars

Struggleville

Suburban Splendour

True Blues

Twixters

39 Established Blue Collar Suburban...

Blue collar families in stable suburban areas.

Tend towards: Broad range of family lifecycle stages, some with mature children living at home. Certificate qualifications. Work in manufacturing

and as machine operators & drivers. 3 & 4 bedroom houses. Dwellings being purchased. High outstanding loan balances & debt service ratios.

Mainly from Sydney & Melbourne and to a lesser extent Perth. Purchases tend to be driven by latest, most popular and recommended by family

& friends.

The main geoTribes segments are DebtStars, Struggleville, Suburban Splendour, True Blues & Twixters.

Most similar Marketfind segments in order of similarity are: 30 Established Multicultural Family, 20 Family Achiever, 27 Aspiring Family

Sydney: St Clair, Ambarvale Melbourne: Hoppers Crossing, Narre Warren South Brisbane: Forest Lake Adelaide: Walkley Heights Perth: Ballajura, Marangaroo Regional Cities: Karama (NT)


0.0%

0.3%

2.9%

12.7%

3.5%

6.8%

36.9%

37.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular


Best warranty

Safest

Best discounts

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 9.7 47.3

SES C 16.0 77.9

SES D 18.6 91.5

SES E 29.4 149.1

SES FG 26.3 138.9

Lifecycle Stage









Tenure Type

Own 24.9 75.0

Mortgage 53.7 148.5

Rent 21.4 69.9


4+ Bedrooms 39.5 127.9












Chinese 2.7 85.4

Filipino 2.6 241.0


25.0%

15.0%

14.2%

11.8%

6.8%

Survivors

Grey Power

Boomers

True Blues

Debtstars

40 Coastal Empty Nest & Retirement...

Less affluent seniors in coastal towns.

Tend towards: Retirees & mature independents. Single & couple households. Year 9, 10 & 11 and certificate level education. Low household

incomes. High home ownership. Mainly from regional cities & provincial areas near the coast. Purchases tend to be driven by Australian made,

most environmentally friendly & best customer service.

The main geoTribes segments are Survivors, Grey Power & Boomers.

Most similar Marketfind segments in order of similarity are: 52 Small Town Blue Collar Suburban, 32 Sea & Tree Change, 46 Elderly Enclaves, 49 Poor Mixed Urban, 50 Elderly Provincial Urban

Sydney: Lake Munmorah Melbourne: Sorrento Brisbane: Banksia Beach, Macleay Island Perth: South Yunderup Regional Cities: Portarlington

(VIC), St Leonards (VIC) Country Towns: Encounter Bay (SA), West Ballina (NSW) Provincial Areas: Yamba (NSW), Paynesville (VIC)


45.7%

13.4%

18.6%

4.3%

2.2%

6.9%

5.4%

3.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made



Best warranty

Safest

Best value

Most durable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 8.1 39.6

SES C 13.6 66.0

SES D 20.3 99.9

SES E 30.2 152.8

SES FG 27.8 147.4

Lifecycle Stage









Tenure Type

Own 56.8 171.2

Mortgage 21.2 58.6

Rent 22.0 71.7


4+ Bedrooms 23.3 75.6











16.5%

15.5%

14.1%

12.6%

11.6%

Boomers

Debtstars

True Blues

Struggleville

Survivors

41 Inland Rural Fringe...

Living in rural areas within 20 km of population centres &engaged

in Agriculture.

Tend towards: Mature independents & early seniors. High home ownership. Qualifications & work in agriculture. 4+ motor vehicles. Certificate &

Year 10/11 education. Almost exclusively in rural fringe areas. Purchases tend to be driven by Australian made, most environmentally friendly &

best warranty.

The main geoTribes segments are Boomers, DebtStars, True Blues & Struggleville.

Most similar Marketfind segments in order of similarity are: 51 Low Status Rural Fringe, 33 Provincial Fringe, 32 Sea & Tree Change, 28 Metro

FringeNo typical suburbs.


95.9%

0.0%

0.6%

0.3%

0.1%

1.5%

1.0%

0.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made


Best warranty

Cheapest


Most durable

Most comfortable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 9.1 44.6

SES C 13.9 67.7

SES D 17.6 86.5

SES E 33.3 168.5

SES FG 26.1 138.0

Lifecycle Stage









Tenure Type

Own 47.7 143.8

Mortgage 31.7 87.6

Rent 20.6 67.2


4+ Bedrooms 37.8 122.6

Flat 4+ Storeys




Work in Agriculture 38.6 1,518.1






15.1%

14.2%

14.1%

13.6%

10.4%

Survivors

Debtstars

Struggleville

True Blues

Suburban Splendour

42 Mixed Multicultural Suburban...

Blue collar multicultural families in stable suburban areas.

Tend towards: Mature families with children living at home. Early seniors & retirees. Diverse multicultural backgrounds, with a relatively lower

proficiency in English. Low educational attainment. Low individual incomes. Work in manufacturing and as machinery operators & drivers.

Higher levels of financial distress. Concentrated in the mainland capitals, excluding Brisbane. Purchases are more likely to be driven by best

warranty & safest.

The main geoTribes segments are Survivors, DebtStars, Struggleville & True Blues.

Most similar Marketfind segments in order of similarity are: 48 Blue Collar Family, 54 Low Status Mixed Multicultural, 35 Old European Blue Collar

Sydney: Greystanes, Belfield Melbourne: Altona Meadows, Tullamarine Adelaide: Pooraka, Royal Park Perth: Morley, Beckenham Regional Cities: Bell Park (VIC), Port Kembla (NSW)


0.6%

0.2%

10.1%

13.0%

16.7%

1.3%

33.1%

24.9%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Best warranty

Safest

Most popular

Best discounts


Most authentic

Australian made

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 8.8 43.2

SES C 13.1 63.8

SES D 14.9 73.4

SES E 32.2 163.2

SES FG 30.9 163.5

Lifecycle Stage









Tenure Type

Own 39.5 118.8

Mortgage 33.0 91.3

Rent 27.5 89.8


4+ Bedrooms 23.2 75.1











Italian 3.9 268.9


Chinese 3.1 97.7


24.7%

21.6%

13.0%

11.5%

10.6%

Struggleville

True Blues

Debtstars

Survivors

Twixters

43 Low Status Suburban...

Poorer suburbs in regional cities &provincial areas.

Tend towards: Low SES households from a broad range of lifecycle stages. Work as technicians, trades workers and as machine operators &

drivers. Certificate qualifications. More likely to be purchasing 3 bedroom separate houses. Relatively high debt service ratios, outstanding

loan balances & financial distress. Broadly represented in a diverse range of geographic areas with larger concentrations in regional cities &

provincial areas. Purchases tend to be driven by Australian made, best warranty & favourite brand.

The main geoTribes segments are Struggleville, True Blues & DebtStars.

Most similar Marketfind segments in order of similarity are: 31 Established Mid Status Suburban, 37 Mature Provincial Suburban, 27 Aspiring Family, 48 Blue Collar Family

Sydney: Berkeley Vale, Blue Haven Melbourne: Cockatoo, Wandin North Brisbane: Regency Downs Adelaide: Woodcroft, Salisbury Heights Perth: Hillman Regional Cities: Maryland (NSW), Edgeworth

(NSW) Country Towns: Worrigee (NSW), Stirling North (SA) Provincial Areas: Gracemere (QLD), Perth (TAS)


22.5%

8.2%

28.3%

3.7%

6.9%

7.7%

11.7%

11.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Best warranty

Favourite brand

Safest




Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 5.9 28.7

SES C 14.5 70.6

SES D 18.3 90.2

SES E 28.5 144.5

SES FG 32.7 173.1

Lifecycle Stage









Tenure Type

Own 29.5 88.8

Mortgage 48.9 135.4

Rent 21.6 70.4


4+ Bedrooms 34.5 111.8











25.9%

14.1%

13.7%

11.8%

9.1%

Struggleville

True Blues

Independents

Debtstars

Twixters

44 Transient Suburban...

Highly transient young people in low cost housing areas.

Tend towards: Low SES households. Young independents & families. Lone parent families. Renting. High residential mobility. Low cost medium

density dwellings. Children less than 5 years of age. High levels of financial distress. Purchase baby products & tobacco. Mainly in Brisbane &

QLD regional cities. Purchases tend to be driven by most popular, latest & favourite brand.

The main geoTribes segments are Struggleville, True Blues & Independents.

Most similar Marketfind segments in order of similarity are: 57 Suburban Distress, 34 Multicultural Mixed Urban, 48 Blue Collar Family

Brisbane: Redbank Plains, Marsden Regional Cities: Upper Coomera (QLD), Pimpama (QLD)


0.5%

0.4%

32.0%

4.3%

0.0%

57.3%

2.9%

2.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Latest

Favourite brand


Cheapest

Best discounts

Most stylish

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 6.7 32.8

SES C 15.2 74.0

SES D 19.5 95.8

SES E 27.9 141.0

SES FG 30.7 162.7

Lifecycle Stage









Tenure Type

Own 11.5 34.6

Mortgage 29.5 81.7

Rent 59.0 192.5


4+ Bedrooms 36.1 117.0











Filipino 1.3 123.9

Chinese 1.3 39.9



26.4%

16.1%

10.1%

8.5%

5.8%

Slender Meanz

Survivors

Independents

True Blues

Struggleville

45 Low Status Higher Density...

Lower status households in high density housing.

Tend towards: Broad range of lifecycle stages with a skew towards elderly & welfare segments. Medium density & high rise welfare housing.

Single person households. Broad range of languages spoken, with a relatively low level of English proficiency. Travel by public transport. Very

high levels of financial distress. Mainly living in flats in capital cities, especially Sydney & Melbourne. Purchases tend to be driven by latest, most

popular & authenticity.

The dominant geoTribes segments are Slender Meanz, Survivors & Independents.

Most similar Marketfind segments in order of similarity are: 36 Provincial Mixed Urban, 50 Elderly Provincial Urban, 57 Suburban Distress, 46 Elderly Enclaves, 47 Blue Collar Mixed Multicultural

Sydney: Waterloo, Miller Melbourne: Heidelberg West Brisbane: Inala Adelaide: Woodville Gardens Perth: Westminister


0.0%

0.0%

3.2%

1.9%

10.0%

4.8%

29.4%

50.6%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Most authentic

Favourite brand

Brand leader

Best discounts

Cheapest

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 9.3 45.5

SES C 10.2 49.6

SES D 17.3 85.3

SES E 23.7 120.1

SES FG 39.4 208.7

Lifecycle Stage









Tenure Type

Own 13.0 39.1

Mortgage 14.8 40.9

Rent 72.2 235.6














Chinese 6.8 212.3



45.5%

17.2%

4.9%

4.9%

4.6%

Survivors

Grey Power

True Blues

Fortunats

Boomers

46 Elderly Enclaves...

Mainly retirement homes.

Tend towards: Elderly households, many living alone. High home ownership. Widows. Persons 75+ years of age. Pension incomes. Retirement

villages. Found in pockets within a diverse range of geographic areas. Purchases tend to be driven by Australian made, most environmentally

friendly & best customer service.

The dominant geoTribes segments are Survivors & Grey Power.

Most similar Marketfind segments in order of similarity are: 50 Elderly Provincial Urban, 36 Provincial Mixed Urban, 45 Low Status Higher Density,

40 Coastal Empty Nest & Retirement

Sydney: Taren Point, West Gosford Melbourne: Rosebud West Adelaide: Pasadena Perth: Jolimont Regional Cities: Morisset (NSW)


5.6%

5.0%

28.5%

11.5%

7.8%

10.7%

13.8%

16.9%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made



Favourite brand


Safest

Best value

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 7.3 35.5

SES C 12.6 61.5

SES D 21.3 104.5

SES E 33.0 166.9

SES FG 25.9 137.0

Lifecycle Stage









Tenure Type

Own 63.9 192.4

Mortgage 12.1 33.6

Rent 24.0 78.3













34.2%

15.2%

14.2%

12.3%

10.2%

Independents

True Blues

Struggleville

Slender Meanz

Survivors

47 Blue Collar Mixed Multicultural...

Blue collar younger people from diverse multicultural backgrounds,

in higher density areas.

Tend towards: Pre-family singles & couples and younger families. Children less than 5 years of age. Speak a broad range of languages including

Arabic, Persian, Dari, Chinese & South Asian. Mixed levels of English proficiency. Living in flats, mainly 2 bedrooms. Renting & high levels of residential

mobility. 1 or no motor vehicles. Travel by public transport including train. High levels of financial distress. Mainly in Sydney & to a lesser extent

Melbourne. Purchases tend to be driven by latest & most popular.

The main geoTribes segments are Independents, True Blues & Struggleville.

Most similar Marketfind segments in order of similarity are: 22 Multicultural Urban Lifestyle, 34 Multicultural Mixed Urban, 56 Established Asian, 45 Low Status Higher Density, 21 Mid Status Multicultural Suburban

Sydney: Bankstown, Campsie Melbourne: Dandenong


0.0%

0.4%

0.0%

0.7%

0.8%

0.1%

20.2%

77.7%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Latest

Most popular

Most authentic

Cheapest

Favourite brand

Brand leader


Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 8.8 42.9

SES C 9.5 46.4

SES D 14.4 71.0

SES E 24.3 123.2

SES FG 42.9 227.1

Lifecycle Stage









Tenure Type

Own 16.9 50.8

Mortgage 23.7 65.5

Rent 59.5 194.0














Chinese 10.1 318.0

Filipino 4.3 404.4


28.0%

20.9%

15.2%

13.2%

10.0%

Struggleville

True Blues

Slender Meanz

Survivors

Twixters

48 Blue Collar Family...

Battling blue collar families.

Tend towards: Low SES younger families. Children less than 5 years of age. Relatively high debt service ratios & financial distress. Broadly

represented in a diverse range of geographic areas. Purchases tend to be driven by most popular, best warranty & safest.

The main geoTribes segments are Struggleville, True Blues & Slender Meanz.

Most similar Marketfind segments in order of similarity are: 43 Low Status Suburban, 53 Provincial Battler, 31 Established Mid Status Suburban,

37 Mature Provincial Suburban

Sydney: Lalor Park, Watanobbi Melbourne: Melton South, Diggers Rest Brisbane: Deception Bay, Boronia Heights Adelaide: Paralowie, Para

Hills Perth: Gosnells, Waikiki Regional Cities: Koongal (QLD), Mornington (TAS)


3.6%

1.3%

16.9%

17.7%

13.0%

22.3%

15.1%

10.2%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Best warranty

Safest

Favourite brand

Latest

Best discounts

Australian made

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 4.4 21.6

SES C 10.8 52.7

SES D 14.2 69.7

SES E 26.5 134.2

SES FG 44.1 233.2

Lifecycle Stage









Tenure Type

Own 23.9 71.9

Mortgage 41.2 114.0

Rent 34.9 113.9


4+ Bedrooms 24.4 79.0











Filipino 1.1 104.7


Vietnamese 0.8 64.5


22.6%

17.6%

15.3%

13.7%

9.5%

Survivors

Slender Meanz

Independents

True Blues

Struggleville

49 Poor Mixed Urban...

Low income &elderly households, mainly in coastal areas.

Tend towards: Post-family households. Persons 75 years & older. Widows, lone parents & divorcees. Low levels of educational attainment. Very

low household & individual incomes. Work as labourers. 1 or no motor vehicles. Higher levels of financial distress. Renting in fats & low density

housing. Welfare. Mainly concentrated in regional cities & country towns, with a relatively higher representation in Adelaide. Purchases tend to

be driven by Australian made, favourite brand & most popular.

The main geoTribes segments are Survivors, Slender Meanz, Independents & True Blues.

Most similar Marketfind segments in order of similarity are: 57 Suburban Distress, 52 Small Town Blue Collar Suburban, 36 Provincial Mixed Urban, 50 Elderly Provincial Urban

Sydney: The Entrance Melbourne: Hastings Brisbane: Redcliffe Adelaide: Morphettville, Port Adelaide Perth: Mandurah Regional Cities: Manunda (QLD), Scarness (QLD) Country Towns: Batemans Bay (NSW)


5.8%

15.7%

38.6%

5.7%

12.0%

9.3%

4.7%

8.2%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Favourite brand

Most popular

Most reward points

Best discounts



Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 6.1 29.7

SES C 10.4 50.4

SES D 14.1 69.4

SES E 26.4 133.7

SES FG 43.1 227.8

Lifecycle Stage









Tenure Type

Own 22.5 67.8

Mortgage 18.0 49.7

Rent 59.5 194.1













24.6%

17.8%

14.3%

9.4%

8.3%

Survivors

Slender Meanz

True Blues

Independents

Boomers

50 Elderly Provincial Urban...

Seniors &mature independents in caravan parks, cabins &

smaller dwellings.

Tend towards: Post-family households. Low levels of educational attainment. Very low household & individual incomes. Work as labourers. 1 or

no motor vehicles. Live in caravans, cabins & other smaller dwellings. Lone person households. Separated & divorced. Spend on tobacco. Tend

to be from regional cities & provincial areas. Purchases tend to be driven by Australian made, best warranty & most environmentally friendly.

The main geoTribes segments are Survivors, Slender Meanz, True Blues & Independents.

Most similar Marketfind segments in order of similarity are: 36 Provincial Mixed Urban, 46 Elderly Enclaves, 45 Low Status Higher Density

Regional Cities: Chinderah (NSW), Marrara (NT) Provincial Areas: North Haven (NSW), The Gemfields (QLD)


19.8%

9.6%

33.6%

7.2%

1.4%

13.5%

8.9%

6.2%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Best warranty



Safest

Best value

Best discounts

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 6.6 32.5

SES C 11.1 53.8

SES D 15.6 76.6

SES E 24.2 122.5

SES FG 42.5 225.2

Lifecycle Stage









Tenure Type

Own 50.6 152.6

Mortgage 16.1 44.4

Rent 33.3 108.6


4+ Bedrooms 14.4 46.7











30.2%

21.9%

19.7%

12.5%

6.4%

True Blues

Struggleville

Survivors

Slender Meanz

Twixters

51 Low Status Rural Fringe...

Low cost housing areas on the fringe of provincial towns.

Tend towards: Mature independents & early seniors. Home ownership & purchasing. Very low individual incomes. Certificate & Year 10/11

education. Work as labourers, trades people & in agriculture. Mainly living in & on the near fringe of smaller provincial towns. Purchases tend

to be driven by Australian made, most environmentally friendly & best warranty.

The main geoTribes segments are True Blues, Struggleville & Survivors.

Most similar Marketfind segments in order of similarity are: 32 Sea & Tree Change, 41 Inland Rural Fringe, 53 Provincial Battler, 37 Mature

Provincial Suburban, 52 Small Town Blue Collar Suburban, 33 Provincial Fringe

Provincial Areas: Home Hill (QLD), Bridport (TAS)


88.7%

1.4%

3.5%

0.5%

0.2%

5.0%

0.5%

0.3%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made


Best warranty

Cheapest


Safest

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 4.9 23.9

SES C 10.0 48.5

SES D 13.8 67.7

SES E 24.7 125.0

SES FG 46.7 247.1

Lifecycle Stage









Tenure Type

Own 44.9 135.1

Mortgage 37.0 102.3

Rent 18.2 59.2


4+ Bedrooms 29.9 97.0

Flat 4+ Storeys










30.6%

17.6%

17.3%

14.2%

4.5%

Survivors

Slender Meanz

True Blues

Struggleville

Twixters

52 Small Town Blue Collar Suburban...

Mature households in smaller country towns & provincial areas.

Tend towards: Post-family households. Persons 75 years & older. Widows. Low levels of educational attainment. Very low household & individual

incomes. Work as labourers. One motor vehicle. Higher levels of financial distress. Mainly in provincial areas. Purchases tend to be driven by

Australian made, most environmentally friendly & best warranty.

The main geoTribes segments are Survivors, Slender Meanz, True Blues & Struggleville.

Most similar Marketfind segments in order of similarity are: 40 Coastal Empty Nest & Retirement, 32 Sea & Tree Change, 49 Poor Mixed Urban,

53 Provincial Battler, 51 Low Status Rural Fringe

Sydney: Ettalong Beach Melbourne: Rosebud, Tootgarook Brisbane: Bellara, Esk Regional Cities: Ballarat North (VIC), Winchelsea (VIC)

Country Towns: Ulverstone (TAS), Surf Beach (NSW) Provincial Areas: Maryborough (VIC), Sanctuary Point (NSW)


60.8%

12.4%

13.5%

1.2%

1.3%

3.4%

3.9%

3.5%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made


Best warranty


Best discounts

Safest

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 4.5 22.0

SES C 9.0 43.8

SES D 11.9 58.8

SES E 23.5 119.1

SES FG 51.0 270.1

Lifecycle Stage









Tenure Type

Own 43.5 131.2

Mortgage 23.8 65.9

Rent 32.6 106.5


4+ Bedrooms 17.2 55.7











27.8%

21.9%

19.9%

17.0%

5.7%

Slender Meanz

Survivors

Struggleville

True Blues

Twixters

53 Provincial Battler...

Low cost suburban housing in regional cities &provincial towns.

Tend towards: Very low SES households, with a skew towards younger family & post-family segments. Higher proportion of lone parent families.

Low household & individual incomes. Certificate & Year 10/11 education. Qualifications in engineering & related technologies. High levels of

financial distress. Mainly in regional cities, country towns & provincial areas. Purchases tend to be driven by Australian made, best warranty &

best discounts.

The main geoTribes segments are Slender Meanz, Survivors, Struggleville & True Blues.

Most similar Marketfind segments in order of similarity are: 52 Small Town Blue Collar Suburban, 51 Low Status Rural Fringe, 32 Sea & Tree Change, 48 Blue Collar Family, 37 Mature Provincial Suburban

Sydney: Gorokan, Mannering Park Melbourne: Frankston North, Millgrove Brisbane: Beaudesert, Woodford Adelaide: Christies Beach, Elizabeth Park Perth: Pinjarra

Regional Cities: Corio (VIC), Sebastopol (VIC) Country Towns: Broken Hill (NSW), Devonport (TAS) Provincial Areas: Inverell (NSW), Kingaroy (QLD)


30.3%

21.7%

31.7%

1.5%

4.6%

3.5%

2.3%

4.3%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Best warranty

Best discounts

Safest

Favourite brand



Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 3.5 17.3

SES C 8.7 42.2

SES D 11.4 56.0

SES E 20.2 102.5

SES FG 56.2 297.3

Lifecycle Stage









Tenure Type

Own 34.0 102.4

Mortgage 31.6 87.5

Rent 34.4 112.2


4+ Bedrooms 18.5 60.0











35.3%

16.7%

16.4%

14.5%

8.0%

Slender Meanz

Survivors

Struggleville

True Blues

Twixters

54 Low Status Mixed Multicultural...

Lower status suburban areas with diverse multicultural backgrounds.

Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards mature families & mature children living at home.

Low levels of educational attainment. Speak a broad range of languages including Vietnamese, European, Arabic, Persian & Dari, with mixed

levels of English proficiency. Work in manufacturing and as machine operators, drivers & labourers. Low individual incomes & high levels of

financial distress. Mainly in Sydney & Melbourne. Purchases tend to be driven by most popular, cheapest & latest.

The main geoTribes segments are Slender Meanz, Survivors, Struggleville & True Blues.

Most similar Marketfind segments in order of similarity are: 56 Established Asian, 55 Middle Eastern Multicultural, 47 Blue Collar Mixed

Multicultural, 35 Old European Blue Collar

Sydney: Bossley Park, Smithfield Melbourne: St Albans, Dandenong North Brisbane: Darra Adelaide: Croydon Park, Ottoway Perth: Mirrabooka, Koondoola Regional Cities: Cringila (NSW)


0.1%

0.0%

0.8%

3.6%

4.9%

1.8%

50.7%

38.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Cheapest

Latest

Most authentic

Best discounts

Best warranty

Safest

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 5.2 25.3

SES C 8.1 39.2

SES D 9.7 47.7

SES E 20.6 104.1

SES FG 56.5 299.1

Lifecycle Stage









Tenure Type

Own 38.0 114.3

Mortgage 33.5 92.6

Rent 28.6 93.2


4+ Bedrooms 24.2 78.5










Vietnamese 14.2 1,101.5


Chinese 5.3 167.5



38.5%

16.1%

14.4%

12.2%

8.0%

Slender Meanz

Struggleville

Survivors

True Blues

Twixters

55 Middle Eastern Multicultural...

Areas with a strong middle eastern cultural influence.


Speak Arabic, Persian or Dari, with mixed levels of English proficiency. Children less than 5 years of age. Extended families. Low levels of educational

attainment. Work in manufacturing and as machine operators, drivers & labourers. Low individual incomes & high levels of financial distress. Use

public transport including train. Mainly in Sydney & to a lesser extent Melbourne. Purchases tend to be driven by most popular, latest & cheapest.

The main geoTribes segments are Slender Meanz, Struggleville, Survivors & True Blues.

Most similar Marketfind segments in order of similarity are: 54 Low Status Mixed Multicultural, 56 Established Asian, 47 Blue Collar Mixed Multicultural

Sydney: Auburn, Greenacre Melbourne: Roxburgh Park, Broadmeadows


0.0%

0.0%

1.0%

0.0%

0.0%

0.0%

24.9%

74.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Latest

Cheapest

Most authentic

Best discounts

Best warranty

Safest

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 6.4 31.2

SES C 8.4 41.1

SES D 9.4 46.0

SES E 16.8 85.1

SES FG 59.0 312.3

Lifecycle Stage









Tenure Type

Own 32.6 98.3

Mortgage 36.5 101.0

Rent 30.8 100.6


4+ Bedrooms 26.2 84.9









Middle Eastern 40.7 1,845.7


Chinese 5.2 163.3




54.7%

14.9%

9.6%

6.9%

6.2%

Slender Meanz

Survivors

Struggleville

True Blues

Independents

56 Established Asian...

Areas with a strong Vietnamese & other Asian influence.


Speak Vietnamese & Chinese, with a relatively low level of proficiency in English. Work in manufacturing and as machine operators, drivers &

labourers. High levels of financial distress. Use public transport. Mainly in Sydney & Melbourne. Purchases tend to be driven by most popular,

latest & cheapest.

The dominant geoTribes segments are Slender Meanz & to a lesser extent Survivors.

Most similar Marketfind segments in order of similarity are: 54 Low Status Mixed Multicultural, 55 Middle Eastern Multicultural, 47 Blue Collar Mixed Multicultural, 45 Low Status Higher Density

Sydney: Cabramatta, Canley Vale Melbourne: Springvale, Sunshine North Brisbane: Durack Adelaide: Mansfield Park


0.0%

0.0%

0.0%

0.0%

3.6%

5.0%

46.1%

45.3%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Latest

Cheapest

Most authentic

Best discounts

Best warranty

Brand leader

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 4.8 23.2

SES C 6.4 31.0

SES D 8.0 39.4

SES E 19.8 100.0

SES FG 61.1 323.4

Lifecycle Stage









Tenure Type

Own 33.5 100.8

Mortgage 31.7 87.7

Rent 34.8 113.7


4+ Bedrooms 24.5 79.5









Vietnamese 38.3 2,973.1


Chinese 13.1 411.7




71.4%

15.8%

5.4%

3.2%

1.5%

Slender Meanz

Survivors

Struggleville

True Blues

Twixters

57 Suburban Distress...

Disadvantaged households in low &medium density housing.

Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards younger families. Lone parent households. Children

less than 5 years of age. Low educational attainment. Low household & individual incomes. Welfare housing. Renting. Very high levels of financial

distress. Spend on baby products & tobacco. Broad range of geographies, in both metropolitan & regional areas. Purchases tend to be driven by

most popular, most reward points & best discounts.

The dominant geoTribes segments are Slender Meanz & to a lesser extent Survivors.

Most similar Marketfind segments in order of similarity are: 49 Poor Mixed Urban, 45 Low Status Higher Density, 36 Provincial Mixed Urban, 50 Elderly Provincial Urban

Sydney: Whalan, Lethbridge Park Brisbane: Riverview, Ellen Grove Adelaide: Davoren Park, Elizabeth South Regional Cities: Norlane (VIC),

Windale (NSW) Country Towns: Whyalla Stuart (SA), Shorewell Park (TAS) Provincial Areas: South Kempsey (NSW)


12.9%

16.0%

30.6%

0.3%

10.4%

11.1%

1.6%

17.1%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Most popular

Most reward points

Best discounts

Best warranty

Brand leader

Cheapest

Favourite brand

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 2.2 10.7

SES C 5.1 24.8

SES D 6.5 31.8

SES E 13.0 65.8

SES FG 73.2 387.6

Lifecycle Stage









Tenure Type

Own 16.5 49.7

Mortgage 20.6 57.0

Rent 62.9 205.2


4+ Bedrooms 14.5 46.9











17.0%

16.9%

15.1%

12.6%

10.7%

True Blues

Struggleville

Slender Meanz

Survivors

Boomers

Sparsely populated farming &indigenous areas.

Indigenous & Remote...

Tend towards: Lower SES households. Broad range of lifecycle stages with a skew towards mature independents. 6+ person households. Speak

indigenous languages. Higher home ownership & welfare rentals. Very high levels of financial distress. Low educational attainment. Work in

agriculture, as community workers & labourers. Almost exclusively in provincial areas. Purchases tend to be driven by Australian made, cheapest

& best warranty.

The main geoTribes segments are True Blues, Struggleville, Slender Meanz, Survivors & Boomers.

Most similar Marketfind segments in order of similarity are: No similar Marketfind segments

Provincial Areas: Thursday Island (QLD)

58


98.4%

0.3%

1.0%

0.0%

0.0%

0.3%

0.0%

0.0%

Provincial Areas

Country Towns

Regional Cities

Perth

Adelaide

Brisbane

Melbourne

Sydney

Top 5 geoTribes...


0.0 100.0 200.0 300.0 400.0


Groceries

Restaurant meals

Overseas holidays

Fuel

Tobacco

Baby products

Disposable Income


Investment property

Investable Assets



Trusts

Debt Service Ratio

Australian made

Cheapest

Best warranty


Best discounts

Most durable

Most comfortable

Index

100= Nat Avg

200

Buying Drivers...

Spend

Finance


SES AB 6.7 32.6

SES C 11.6 56.4

SES D 13.7 67.4

SES E 26.7 135.4

SES FG 41.3 218.5

Lifecycle Stage









Tenure Type

Own 44.1 133.0

Mortgage 21.2 58.5

Rent 34.7 113.2


4+ Bedrooms 33.5 108.6

Flat 4+ Storeys




Work in Agriculture 41.5 1,633.8





Italian 0.2 14.8

Filipino 0.2 15.6

Chinese 0.1 2.3

South Asian 0.1 3.1


geoTribes

background

Leading corporations and agencies use geoTribes

Universal Needs 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.


geoTribes 15 Segments Positioning Chart…


geoTribes Segments Descriptions…


Sample maps


Marketfind 12 groups & 58 segments - Sydney


Marketfind 12 groups & 58 segments - Melbourne


Marketfind 12 groups & 58 segments - Brisbane


Marketfind 12 groups & 58 segments - Adelaide


Marketfind 12 groups & 58 segments - Perth


Marketfind 12 groups & 58 segments - Gold Coast


Marketfind 12 groups & 58 segments - Toowoomba


Marketfind 12 groups & 58 segments - Nowra


Level 1

116 Miller Street

North Sydney

NSW 2060 Australia

Copyright Robert Dommett & Associates Pty

Ltd 2013. All rights reserved.

All information deemed to be correct at time of

publication. Subject to revision without notice.

Robert Dommett & Associates Pty Ltd maintains

intellectual property rights over all information

and material included in this document. No

part of the document or information contained

herein may be copied or used in any way

without the express permission of Robert

Dommett & Associates Pty Ltd.

Robert Dommett & Associates Pty Ltd trading

as rda research. ABN 30 003 357 328

2013 Marketfind User Guide

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