CAMEO Australia Pen Portraits

Groups Overviews: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 |10

Group 9: Diverse Low Income Urban Communities

These are urban neighbourhoods where housing stock consists of flats, semi-detached and detached properties. Whilst some residents mortgage their
homes others are renting from private landlords, housing organisations or from the state. Mortgage repayments in these areas are above the national average although weekly rents are somewhat lower
than the average. Expenditure on gas, electricity and water bills is significantly lower than in other neighbourhoods.

Household composition within these areas is mixed and household size also varies from single households to those containing more than 6 residents. Adults are typically aged between 20 and 54 years of age, but a higher than average proportion of residents are aged over 65. Where children are present they are of mixed ages. Although they come from mixed ethnic backgrounds, few are native aborigines.

Household incomes are very low and few individuals have benefitted from further education. However, employment is found in a wide variety of occupations from unskilled trades right through to professional functions. The residents in these areas work across all business sectors apart from primary industries. Levels of economic inactivity are significantly higher than the norm with these residents being 46% more likely to be unemployed than the national average.

Car ownership varies from zero to two cars per household. As such, these residents use a mixture of public and private transport to travel to their place of work.

These individuals make little use of the internet. They are however happy to purchase goods via mail order catalogues. They are also likely to respond to advertising in the press, magazines, television and radio.

They are thrifty spenders when it comes to their leisure time and spend less than the national average on groceries, clothing and footwear. Their finances tend to restrain them from being able to invest in their futures. We therefore see these consumers contributing very little to a pension or life insurance policy. In a similar vein, they are likely to spend less than average on healthcare provision.

.......................................................................................................................................................................................................................................................................................

©2011 Callcredit Information Group Limited. All rights reserved. Registered in England and Wales with company number 04968328.
Registered Office Details.