CAMEO Australia Pen Portraits

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

Group 1: Affluent Urban Professionals

This is a highly affluent group of consumers consisting of a mix of singles, couples, families and groups. Households are of differing sizes and both adult and child ages vary quite dramatically across the group. Although these areas comprise of consumers from a variety of ethnic backgrounds, very few are native aborigines.

These residents live in predominantly urban areas in flats, detached and semi-detached houses which are either owned outright or via a mortgage. These are
exclusive areas where property prices are high and as such command high mortgage payments. High utility bills are also a feature of these neighbourhoods.

The households that live in these areas are highly educated and have the capacity to earn extremely high incomes. Working in the tertiary and quaternary sectors of industry they typically hold managerial, professional and white collar roles. As well as the main breadwinners within each household, there are also higher than average incidences of students, voluntary workers and part time workers within this group. As one would expect, levels of unemployment are over 30% less than the national average.

Amongst these households we see a variance in car ownership with some households only owning one vehicle to others having four or more, where both parents as well as the children each have their own private transport. In those households where only one car is owned, we see householders either using public transport or working from home.

Internet usage amongst this populace is high. They tend to like the convenience of home shopping and are likely to use a mix of channels including the internet, telephone and mail order catalogues. Their mail order buying patterns see them typically making occasional, but high value purchases. Their spend on clothing and footwear is very high, with designer labels featuring high on their shopping list. Their leisure and entertainment spend is also considerable as is their expenditure on groceries.

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