Genius Segmentation Model Guide

7/30/2019 Genius Segmentation Model Guide

1/92

Genius

Segmentation Model


2/92


3/92

Contents

Genius Introduction 1

How to use this guide 2

Genius map Remuera 3

Genius map Papatoetoe 4

Cluster A: Urban Afuence 5

A1. Cream of the Crop 7

A2. Flushed with Success 9

A3. Saffron and Silk Ties 11

A4. Secure Urban Families 13A5. Stable Futures 15

Cluster B: Solid and Secure 17

B1. Suburban Achievers 19

B2. Settled and Cruising 21

Cluster C: Five Spice 23

C1. Rice and Shine 25

C2. Cultural Fusion 27

Cluster D: Fush n Chups 29

D1. Feet on the Ground 31

D2. Joe and Joanna Bloggs 33

D3. Staying Put 35

Cluster E: Smart Starters 37

E1. Living It Up 39

E2. Climbing the Ladder 41

E3. Close Quarter Living 43

E4. Text Books and Takeouts 45

Cluster F: Community Diversity 47

F1. Hanging in There 49

F2. Melting Pot 51

F3. On the Bread Line 53

F4. Pacic Blend 55

Cluster G: Super Trooper 57

G1. Potting Around 59

G2. Bowls and Bingo 61

G3. Village Life 63

Cluster H: On the Fringe 65

H1. Sitting on their Wealth 67

H2. Provincial Comfort 69

H3. Grey Days 71

H4. Work Boots and Boiler Suits 73

H5. Meat and Three Veg 75

Cluster R: Muddy Gumboots 77

R1. Ranchers 78

R2. Milk Cheques 79

R3. Cornucopia 80

R4. From the Ground Up 81

R5. Leafy Lane and Lifestyle Blocks 82

R6. Country Choice 83R7. Out to Pasture 84

R8. Rural Services and Trade 85

Genius glossary 86

Contact Details 86


4/92


5/92

1

Genius Introduction

Welcome to Genius

Welcome to Genius, a highly sophisticatedmarketing tool thats been purpose-built forNew Zealanders, by New Zealanders. As the namesuggests, Genius is highly intelligent. It uses thesmartest customer data in the country to give youthe deepest insight into your existing customersand your target market. From pinpointing newprospects or store catchment areas, to cross-selling opportunities and tailored campaigns,Genius has got all the smarts.

What makes Genius so smart?

Over 1,000

Data Variables

NZ Census

MarketView(Credit & Debit

Card Spend)

Property IQ(House Value)

NZ PostLifestyleSurvey

NZ PostRural

Delivery

OtherNZ Post

ProprietaryInfo

Like any highly intelligent being, Genius collects

its knowledge from the widest range of reliablesources. In fact, it uses over 1,000 data variablesto provide customer information at an unbelievablygranular level.

Meantime, the recency of the data makes it allthe more relevant. Rather than relying solelyon our ve-year Census, Genius taps intoNew Zealand Posts very own Lifestyle Survey.This was completed by over 250,000 households.It is the largest survey of its type in New Zealand collecting information on demographics, interests,attitudes, and buyer behaviour. Genius keeps thatinformation even more up to date by combining itwith information from Property IQ and MarketView,and monthly feeds from New Zealand Posts list ofNew Movers.

Each segment can then be applied to ageographical map and represented by its owncolour. So you can literally get a very accuratepicture of your customers, your market, andpinpoint exactly where they are in the country.And not just by city and suburb. Genius candrill down to where they are on the street.

How does Genius work? Simple

Only a real Genius can take such a phenomenalamount of customer data, and present it in away thats quick and simple for busy marketersto understand. It does it by separating morethan 1.4 million households into nine clusters,and 36 different segments, all with their owndistinct personalities.

What do the clusters look like?

NZ PopulationBy Genius Clusters

AUrban Afuence

12%

BSolid & Secure

7%

CFive Spice

7%

DFush & Chups

13%

E

Smart Starters9%

FCommunity Diversity

15%

GSuper Trooper

7%

HOn the Fringe

17%

RMuddy Gumboots

13%

Now you understand what Genius smarts cando for you, its time to take a look at how simply itpackages all its knowledge. The following pagesgive you an introduction to each Genius cluster,and each segment within that cluster. So get readyto see New Zealands population like youve neverseen it before.


6/92

2

For each Genius segment we have provided the

following information:An overview offering a high level summary of thecharacteristics of the typical type of person likelyto be found in the segment, including:

The Genius segment name and segment codealong with the percentage and actual numberof New Zealand households in the segment.

Skew diagrams (bar charts) that show acomparison of the Genius segment againstthe national average based on key variables

taken from the last Census and the other datasources used to build Genius.

In addition, each segment page includes,where relevant, additional insights on consumerwealth, lifestyle and life stage grouped under thefollowing headings:

Bank Statement

A summary of a typical segment members wealthand nancial background including:

Average house value (based on data suppliedby Property IQ, as at April 2009).

Home ownership.

Average household income, sources of incomeand other nancial commitments.

Age and Stage

A snapshot of a typical segment members age, lifestage, and their ethnicity:

The median age of people in the segment.

Typical age groups and skews representativeof the segment.

Family and household composition.

How to use this guide

Interesting Insights

Information on a segment members lifestyle andattitudes, particularly around:

Consumer spending and purchase behaviour.

Lifestyle habits, trends and preferences.

Key Locations

A selection of key locations around the countrywhere people within the Genius segment canbe found.

How to read the skew diagramsFor each segment there is a skew diagramshowing how the characteristics of that segmentcompare to the New Zealand population as awhole. On the left of the skew is a list of variables(such as Age, Income, Ethnicity) with the percentof the New Zealand Population tting thatcharacteristic. The diagram then shows how thatGenius segment is skewed compared to the baseNew Zealand population. If the diagram showsa value of 100 then the percent of the Genius

segment meeting that criteria is the same as thepercent of the New Zealand population.

If the bar is towards the left of 100 however, thatmeans the segment is skewed against that criteria(for instance, if the bar shows a value of 50, thatmeans the percent in that Genius segmentmeeting the criteria is half the percent in theNew Zealand population).

If the bar is towards the right of 100 that meansthe segment is skewed towards that criteria

(for instance, if the bar shows a value of 300,that means the percent in that Genius segmentmeeting the criteria is 3 times the percent in theNew Zealand population).

Percentage spend information is based onMarketView share of wallet analysis. Actual dollarspend gures can be provided on request.


7/92

3

Genius map Remuera


8/92

4

Genius map Papatoetoe


9/92

5

Cluster A: Urban Afuence

Overview

Welcome to the wealthiest 11% of New Zealandhouseholds. In this group youre much more likelyto have a household income over $150,000, anddrive a nice European car. And youre more likelyto have a university degree or diploma proudlyhung on your wall.

Bank Statement

Youre much more likely to:

have a household income of $150,000 plusand personal income of $50,000 plus.

have your own business, with income fromself employment and/or investment income.

Youre more likely to:

have your home in a family trust.

have an Amex or Diners card in your wallet,with limits of $15,000 plus and pay it offevery month.

The average house value is $793,000 in thiscluster. So as youd expect, theyre mostly located

in the decile 9 or decile 10 school zones.**

Age and Stage

Slightly skewed to 45 to 64.


In this cluster youre more likely to enjoy thener things in life, spending a larger portionof your income on things like clothing, hairand beauty.

Youve probably got a big pantry full of greatthings. This cluster has some of the highestaverage spend on staple food items but itforms a lower proportion of their total spending,

compared to less afuent clusters. This cluster has the highest likelihood of being

in loyalty schemes.

Key locations

Remuera

Mt Eden

Epsom St Heliers

Mt Maunganui

Grey Lynn

Khandallah

Karori

Devonport

Glendowie

A

** Please see Glossary on page 86 for denition


10/92

6

Cream of the Crop skew diagramA1


11/92

7

A1. Cream of the Crop

Overview

Well paid and well educated, this is the segmentthat most of us would love to belong to. 22% ofthe households have an income of $150,000 plus,compared to just 5.5% nationally. And Cream ofthe Crop has the second highest representationof graduates with university degrees or diplomas.As you could guess, in this segment youre morelikely to be a manager or professional.

Bank Statement

In Cream of the Crop, the average house valueis a whopping $1.6 million with a particularlystrong skew to houses valued over $1.1 million.

Whats more, in this segment youre more likelyto own your own home, and less likely to have ahome loan.

Instead, your money most likely is in TermDeposits, Managed Funds, Shares andInvestment Property.

Age and Stage

The median age is just 42.

Slightly over-represented in ages 45 to 64.

Key locations

Remuera

St Heliers

Herne Bay Takapuna

Parnell

Devonport

Mt Maunganui

Epsom

Mission Bay

Milford


If youre in this segment, youre a big spenderin most categories such as specialised foodretailing, clothing, cafes and restaurants, liquor,cars, owers and of course hair and beauty.

You may live in a larger house and be verywealthy, but you also tend to work longer hours.

Cream of the Crop is the segment most likely totravel for both business and leisure.

Queenstown here we come Cream of theCrop is much more likely to participate in

snow sports. For summer, this segment is most likely to

have a holiday home.

With all that ying, Cream of the Crop is themost likely segment to be in either a frequentyer or credit card loyalty scheme.

A1


12/92

8

Flushed with Success skew diagram

A2


13/92

9

A2. Flushed with Success

Overview

Just one step away from Cream of the Crop, beingFlushed with Success means youre high on thewealth scales. Being the most educated segment,youre more likely to be a manager or professional,your home is worth signicantly more than thenational average, and you have money to enjoy thener things in life, like restaurants and travel. Witha median age of just 40, you could be headed forthe top.

Bank Statement

The average house value is $909,000, with avery strong skew to values over $600,000.

In this segment, theres a higher tendency toown your own home and youre less likely tohave a home loan.

Instead, youre more likely to be investing yourmoney in Term Deposits, Managed Funds,Shares and Investment Property.

This segment is also the second most likelyto have health insurance.

Age and Stage

Flushed With Success is slightlyover-represented in ages 45 to 59.

The median age is just 40.


In this segment, your home is more likely tobe built before 1940, or in the last year. So 70ssuburbia just isnt for you.

As the second or third highest spenders acrossa broad range of categories, your home is likely

to be nicely furnished, and well decked out withelectronics. Thats for when youre not out atrestaurants or cafes.

Youre more likely to travel, for both businessand leisure.

But you certainly dont travel far for a bargain:Flushed With Success are the least likelysegment to shop around for specials.

This segment is more likely to belong tothe AA, a retail, frequent yer or credit cardloyalty scheme.

Key locations

Mt Eden

Remuera

St Heliers Grey Lynn

Ponsonby

Epsom

Westmere

Devonport

Kohimarama

Orakei

A2


14/92

10

Saffron and Silk Ties skew diagram

A3


15/92

11

A3. Saffron and Silk Ties

Overview

In this segment youre more likely to have beenborn overseas, and have an overseas qualication.As the name suggests, Saffron and Silk Ties hasthe highest proportion of Asians in this cluster.With a strong skew to couples with children, themedian age is just 36. While big on fresh meatand veges, the segment also has a liking fortakeaway pizza.

Bank Statement

Saffron and Silk Ties has a very strong skew tohouse values of $500,000 plus.

The average house value is $737,000.

In this segment, youre more likely to haveinvested in Term Deposits, Managed Funds,Shares and Investment Property.

Youre also more likely to have health insurance.

Age and Stage

This segment has a median age of 36.

The segment is slightly over-represented inages 40 to 49.

Key locations

Epsom

Flat Bush

Remuera Dannemora

East Tamaki Heights

Somerville

Mt Roskill

West Harbour

Chatswood

Churton Park


Healthy eaters: Saffron and Silk Ties are highspenders across a broad range of categories,including fresh meat, fruit and veges.

Big listeners: the segment with the highestspend on recorded music.

Newer houses, fuller houses: In this segment,youre much more likely to have a house builtbetween 1990 and 2009, and to live with family.

Saffron and Silk Ties are more likely to travelfor both business and leisure.

Youre also more likely to belong to the AA,OneCard, a frequent yer or credit cardloyalty scheme.

A3


16/92

12

Secure Urban Families skew diagram

A4


17/92

13

A4. Secure Urban Families

Overview

With house values strongly skewed between$500,000 and $1.3 million, in this segment youredoing very well compared to average New Zealand.Secure Urban Families make up around 4% of thetotal population and the segment skews slightly tocouples with two kids, and ages 45 to 59. So it maywell have taken some time to become so secure!

Bank Statement

The average house value is $658,000, andtheres a strong skew to house values between$500,000 and $1.3 million.

In Secure Urban Families, youre more likely tohave your money in Term Deposits, ManagedFunds, Shares and Investment Property.

This segment is also slightly more likely to havehealth insurance.

Age and Stage

The median age in Secure Urban Families is 39.

Theres a slight skew to ages 45 to 59.

The segment also skews slightly to couples withtwo kids.


Shop til you drop: If youre in this segment yourea high spender in a broad range of categories.

Old or new: The houses in this segment aremore likely to either be old built between 1920and 1939, or new built between 1990 and 2009.

Nice and big: Secure Urban Families have atendency to live in larger houses.

Paging the Secure Urban Family: This segmentis more likely to travel for business and leisure.Theyre also more likely to belong to a frequent

yer, credit card, AA or retail loyalty scheme.

Key locations

Remuera

Khandallah

Karori Titirangi

St Heliers

Greenhithe

Mt Eden

Cashmere

Torbay

Glendowie

A4


18/92

14

Stable Futures skew diagram

A5


19/92

15

A5. Stable Futures

Overview

A broad segment in terms of house value andage, Stable Futures may not spend as much astheir counterparts in Urban Afuence. But theystill have a higher than average spend in manycategories, compared to people in other clusters.

Bank Statement

In this segment, theres a skew to housevalues between $500,000 and $1.2 million.

The average house value in this segment

is $564,000. In Stable Futures, youre slightly more

likely to have your money invested inTerm Deposits, Managed Funds, Sharesand Investment Property.

Youre also slightly more likely to havehealth insurance.

Age and Stage

This segment has a median age of 38,but no particular age skew.

Theres a slight skew towards havingno children.

Key locations

Mt Maunganui

Mt Eden

Grey Lynn Hataitai

St Albans

Mt Victoria

Brooklyn

Parnell

Point Chevalier

Titirangi


This segment doesnt spend as much as othersin the cluster. But they still have a higher thanaverage spend in many categories, compared toother clusters.

In Stable Futures, your house is more likelyto be built prior to 1940.

Youre more likely to travel for businessand leisure.

Youre more likely to belong to a retail, frequentyer or credit card loyalty scheme.

A5


20/92

16


21/92

17

Cluster B: Solid and Secure

Overview

The second most afuent of our clusters,Solid and Secure represents around 6% of allNew Zealand households. With a skew to familieswith children, Solid and Secure spends morethan average on things for the home and family.If youre in this cluster, youre more likely to beliving in a new home, built between 1990 and 2009.

Bank Statement

The average house value in this clusteris $468,000.

In Solid and Secure, youre more likely to havea household income of $70,000 plus and apersonal income of $50,000 plus.

The average deprivation index is just over 3.2.*

Age and Stage

Solid and Secure is skewed to familieswith children.

Key locations

Titirangi

Torbay

Papamoa Beach Howick

Halswell

Te Atatu Peninsula

Parklands

Havelock North

Bethlehem

Karori


Solid and Secure spends above averageon items in a number of categories.

As you might expect with a skew to families,theres an above average spend on things for thehome, toys and games, garden supplies, clothing,footwear and lets not forget, hairdressing.

B

* Please see Glossary on page 86 for denition


22/92

18

Suburban Achievers skew diagram

B1


23/92

19

B1. Suburban Achievers

Overview

The most afuent segment within the cluster,if youre a Suburban Achiever youre slightlymore likely to be tertiary qualied, and workingas a manager, professional or in admin. Witha tendency to live in larger houses, SuburbanAchievers are also more likely to live in thedecile 9 or decile 10 school zones.**

Bank Statement

This segment has a strong skew towardshouse values between $400,000 to $700,000.

The average house value in the segmentis $509,000.

Suburban Achievers have a higher tendencyto own their own home.

Theyre also more likely to have their homein a family trust.

This segment has a slight tendencytowards income from self-employmentand/or investments.

Age and Stage

The median age of this segment is 40, andtheres no particular age skew.


The most afuent segment within this cluster,Suburban Achievers are more likely to bespending $200 plus a week at the supermarket.

Theyre slightly more likely to drive to thesupermarket in their European car.

Suburban Achievers tend to live in larger houses.

If youre a Suburban Achiever, youre morelikely to travel for both business and leisure.

Suburban Achievers are slightly more likelyto belong to the AA, a retail, frequent yer orcredit card loyalty scheme.

Key locations

Torbay

Titirangi

Havelock North Bethlehem

Howick

Island Bay

Karori

Orewa

Birkenhead

B1



24/92

20

Settled and Cruising skew diagram

B2


25/92

21

B2. Settled and Cruising

Overview

Less afuent than their Suburban Achievercounterparts, this group has a slightly highertendency to have their own home with a homeloan. Theyre still more likely to be spendingbetween $200-$400 per week at the supermarket,and slightly more likely to buy takeaway pizza.

Bank Statement

This group has a strong skew towards housevalues between $400,000 and $500,000.

The average house value in this groupis $434,000.

Age and Stage

The median age of this group is 37, with noparticular age skew.

There is a skew to being a couple with children.

Key locations

Titirangi

Te Atatu Peninsula

Torbay Papamoa Beach

Parklands

Halswell

Howick

Rototuna North

Tawa

Henderson


In this group youre more likely to travelinternationally for business but the samelikelihood doesnt extend to leisure travel.

Youre also more likely to be spending $200to $400 a week at the supermarket.

B2


26/92

22


27/92

23

Cluster C: Five Spice

Overview

As the name suggests, in this cluster youremore likely to have been born and schooledoverseas. Currently, youre more likely to bestudying, or living with someone who is. And thatcould be one of several people, as this cluster ismore likely to have multiple families living in thesame household.

Bank Statement

The average house value of this clusteris $465,000.

Five Spice are more likely to have a householdincome of $70,000 plus.

The average deprivation index is just over 5.0.*

Age and Stage

In Five Spice youre slightly more likely to haveone or two children.

Its also more likely therell be multiple familiesliving in the one household.

Key locations

Mt Roskill

Papatoetoe

Gleneld Henderson

Avondale

Mt Wellington

Blockhouse Bay

Onehunga

Flat Bush

Pakuranga Heights


Five Spicers like their takeaways. Theyre morelikely to shell out for takeout, with the highestskew towards pizza, burgers and Asian food.

C



28/92

24

Rice and Shine skew diagram

C1


29/92

25

C1. Rice and Shine

Overview

With a strong skew towards Asian ethnicity, itsnot surprising that in Rice and Shine youre alsomuch more likely to have travelled to Asia, orAfrica. Theres also a skew towards having aBachelors Degree or higher, and a slight skewtowards working as a manager or professional,or working in admin.

Bank Statement

In this segment, house values range between$400,000 and $700,000.

The average house value is $533,000, and itsmore likely the home is in a family trust.

Rice and Shiners have a skew towardsincome from self-employment, interest, andstudent allowances.

In this group, youre more likely to have anAmex or Diners Card in your wallet withgenerous limits of $15,000 plus.

Youre also more likely to pay the balance offeach month.

Age and Stage

In Rice and Shine, theres a strong skew toAsian ethnicity.

Theres also a skew towards being a marriedcouple with two kids.

The median age in this segment is 36, with aslight skew towards 35 to 45.


Rice and Shiners are more likely to live inlarger houses. This is not surprising given the

tendency for more than one family to live in theone household.

Their houses are more likely to be builtafter 1990.

Healthy eaters: If youre in Rice and Shine,chances are youve got a healthy diet. Thegroup spends above average in a number ofcategories, particularly fruit, vegetables andspecialist food retailing.

Cars: This group also spends above average oncars and smash repairs.

Key locations

Flat Bush

Henderson

Northpark Sandringham

Mt Albert

Unsworth Heights

Hillcrest

Botany Downs

West Harbour

Golands

C1


30/92

26

Cultural Fusion skew diagram

C2


31/92

27

C2. Cultural Fusion

Overview

This group has a strong skew towards peoplefrom a variety of ethnic groups, including PacicIsland, Asian, Middle Eastern, Latin American andAfrican. That may help explain the skew towardsstaying with ones family. This group is alsoskewed towards receiving a student allowance,with a slight skew towards working in clerical orsales roles.

Bank Statement

In this group, house values range between$300,000 and $600,000, with an averageof $441,000.

Age and Stage

Cultural Fusion is strongly skewed towardspeople from Pacic Island, Asian, andMiddle Eastern, Latin American and Africanethnic groups.

The group has a young median age of 33,with a slight skew towards ages 20 to 29.

Theres a slight skew to having ve plushousehold residents, and having one child.

Key locations

Mt Roskill

Papatoetoe

Gleneld Avondale

Mt Wellington

Blockhouse Bay

Henderson

New Lynn

Pakuranga Heights

Onehunga


If youre in this group, you could be living in anapartment or semi-detached accommodation.

Healthy eaters: As well as recorded music, themain categories that stand out for spending arespecialist foods, fruit and vegetables.

Not such healthy eaters: By the same token,theres also a skew to spending a largerproportion of income on takeaways.

Not surprisingly given their ethnic backgrounds,this group is more likely to have travelled to

Asia and Africa.

C2


32/92

28


33/92

29

Cluster D: Fush n Chups

Overview

Welcome to quintessential New Zealand. Thiscluster comprises around 13% of the countrystotal households. And at least one segment has aproud skew towards buying F n Cs, ensuringthe survival of the countrys national dish .

Bank Statement

The average house value of this clusteris $312,000.

The average deprivation index is 5.4.*

Age and Stage

The median age in Fush n Chups is 37.

Key locations

Massey

Richmond

Glen Eden Kaiapoi

Bishopdale

Papamoa Beach

Spreydon

Henderson

Hoon Hay

Stoke


In Fush n Chups, theres a skew towardsspending proportionally more of your totalspend on toys and games.

D



34/92

30

Feet on the Ground skew diagram

D1


35/92

31

D1. Feet on the Ground

Overview

This group has a very strong skew to housevalues between $300,000 and $400,0000. It alsohas a slight skew to working in clerical roles,and a slight skew towards Pacic Island ethnicity.

Bank Statement

In this group, the average house priceis $347,000.

Theres a very strong skew to house valuesbetween $300,000 and $400,000.

In this segment you are more likely to be livingin the decile 3 to decile 8 school zones.**

Age and Stage

The median age in Feet on the Ground is 35,with no particular age skew.

There is a slight skew towards Pacic Islandethnicity.

Key locations

Massey

Glen Eden

Richmond Te Atatu South

Henderson

Papamoa Beach

Tawa

Newland

Hillcrest

Stoke


In this group, youre more likely to live ina house built between 1960 and 1979.

Theres a slight skew towards spending moreon recorded music and at hospitality clubs.

Just a slice: In Feet on the Ground, yourealso more likely to buy takeaway pizza.But only slightly.

D1



36/92

32

Joe and Joanna Bloggs skew diagram

D2


37/92

33

D2. Joe and Joanna Bloggs

Overview

As the name suggests, this group is notrenowned for its stand out skews. If anything itscharacterised by a lack of them other than housevalues being between $200,000 and $400,000.

Bank Statement

No household income skew.

A strong skew to house values between$200,000 and $400,000.

The average house value in this group

is $316,000. Joe and Joanna Bloggs are more likely to be

living in the decile 5 to decile 8 school zones.**

Age and Stage

The median age in this group is 38, with noparticular age skew.

Key locations

Spreydon

Richmond

Bishopdale New Brighton

Hoon Hay

Taradale

Somereld

Burwood

Redwood

Stokes Valley


The houses in this group are more likely tohave been built between 1940 and 1969.

D2



38/92

34

Staying Put skew diagram

D3


39/92

35

D3. Staying Put

Overview

This is the group that skews to buying F n Cs giving the cluster its well-deserved name.Theyve also got an appetite for bakeries. With aslight skew to working in manufacturing or healthindustries, theres a very strong skew to housevalues between $200,000 and $300,000.

Bank Statement

The average house value in this groupis $265,000.

Theres a very strong skew to house valuesbetween $200,000 and $300,000.

In Staying Put, youre more likely to be livingin the decile 5 to 8 school zones.**

Age and Stage

The median age in this group is 35, with noparticular age skew.

Theres a slight skew towards being singlewith children.

Key locations

Wainuiomata

Woolston

Kaiapoi Hornby

Paraparaumu

Burwood

Linwood

Spreydon

North New Brighton

Milson


If youre Staying Put, your house is more likelyto have been built between 1940 and 1979.

Theres a skew towards spending more athospitality clubs, bakeries and lets not forget,the local Fush n Chup store.

D3



40/92

36


41/92

37

Cluster E: Smart Starters

Overview

Welcome to student life. Smart Starters tend tobe under 30, and are very likely single and livingon their own, or atting with others. With a largeskew towards living in high density areas aroundthe CBD, theres a high tendency to be receivingthe student allowance. Meantime, others in thiscluster are graduates starting out on their careers.

Bank Statement

The average house value amongst SmartStarters is $293,000.

Age and Stage

This cluster tends to be younger and skewstowards under 30.

Theres a strong skew to being single andliving alone or atting with others.

Key locations

Auckland Central

Hamilton East

Christchurch Central Riccarton

St Albans

Linwood

Dunedin Central

Newtown

Mt Eden

Edgeware


Lets party: While Smart Starters may not spendlarge amounts in particular categories, whenit comes to such things as pubs and clubs theyspend relatively more on them.

Lets not drive: When youre living inner-cityand spending your money at pubs and clubs,who needs a car? This cluster is least likelyto own one.

Lets move on: Smart Starters are more likelyto move house.

E


42/92

38

Living It Up skew diagram

E1


43/92

39

E1. Living It Up

Overview

Young, smart and earning, this group is muchmore likely to be tertiary qualied with aBachelors degree or higher. That explainswhy theyre more likely to be out working asprofessionals. With a skew towards ages 20 to 34,theyre not ready for house buying. But with a skewto weekly rents over $300, theyre still Living it Up.

Bank Statement

The average house value in this group is$396,000 and theres a skew to living in houses

worth $300,000 to $500,000. In Living it Up theres a skew to renting, with a

weekly rent of $300+.

Theres also a strong skew towards the studentallowance being an income source.

The segment is slightly more likely to have ahousehold income of more than $150,000 and apersonal income of $50,000 plus.

The average deprivation index is just under 6.0.*

Age and Stage

Living it Up has an age skew of 20 to 34,with a median age of 33.

Theres also a skew to Asian ethnicity.

Not surprisingly, children dont gure inthis segment.


Its all about you: If youre Living It Up, you spendabove average on a number of categories, all ofthem for your own enjoyment. From pubs andclubs, to music, cafes and restaurants and ofcourse hair and beauty salons. You also spendproportionately more on clothing, footwear andspecialised food.

Lets go: This segment is more likely to travelfor leisure, and more likely to have taken abackpacking or ski holiday.

Theyre slightly more likely to be in a retail orfrequent yer loyalty scheme.

A slice is nice: This group also has a liking forthe occasional takeaway pizza; but only a little.

Key locations

Auckland Central

St Albans

ChristchurchCentral

Mt Cook

Hamilton East

Mt Victoria

Newtown

Mt Eden

Hataitai

Te Aro

E1



44/92

40

Climbing the Ladder skew diagram

E2


45/92

41

E2. Climbing the Ladder

Overview

Climbing the Ladder means youre lessestablished than your counterparts who areLiving it Up, but youre still more likely to betertiary qualied. This segment may still bestudying, or looking for work with a slight skewto working in sales. And Climbing the Ladder hasa liking for takeaways spending a much higherproportion of their income on a whole range ofready to eat.

Bank Statement

Climbing the Ladder has a strong skew to livingin houses worth $200,000 to $300,000, with theaverage of $304,000.

This segment is more likely to have a householdincome of less than $20,000 and personalincome of less than $10,000.

Theres a skew towards the student allowancebeing the income source, having no income,or being unemployed.


Age and Stage

Climbing the Ladder skews to ages 20 to 34,with a median age of 32.

The segment has a strong Asian skew.

Not surprisingly, Climbing the Ladder meansyoure less likely to have kids.


Just like Living it Up, this group spends morethan average on music. Climbing the Ladderalso spend proportionately above average on

a number of categories, including fruit andvegetables, specialised food, takeaways, music,cafes , and of course pubs and bars.

Theyre not healthy eaters all the time though,with a high proportion of income spent ontakeaways of all tastes and styles.

This group likes to travel for leisure.Not surprisingly given the Asian skew, theyremore likely to travel to Asia. And theyre fans ofskiing and backpacking too.

Key locations

Auckland Central

Riccarton

New Lynn

Mt Wellington

Hamilton East

ChristchurchCentral

Mt Eden

Upper Riccarton

Papatoetoe

Mt Albert

E2



46/92


47/92

43

E3. Close Quarter Living

Overview

Less educated and less wealthy, in Close QuarterLiving youre more likely to have no qualication,and be living in a house worth less than $200,000.Theres also a slight skew in this segment toworking in labouring and machinery roles. Life issimpler here, with a higher proportion of spendinglimited to lifes essentials takeaways and pubs.

Bank Statement

This segment has a very strong skew to living inhouses under $200,000, with the average house

value of $187,000. Theres a skew to renting, and paying less than

$200 a week to the landlord.

People in this segment are most likely withinthe cluster to be on the Government Benet.

Youre more likely to have a household incomeof less than $50,000 and a personal income ofless than $20,000.


Age and Stage

Close Quarter Living has a skew towards ages20 to 29 and ages 65 plus, with a median ageof 36.

This segment has the highest proportionof single residents across all segments.

There is a mix of never married, widowersand divorcees.


This segment spends above average in only acouple of categories, including pubs and bars.

You also spend a much higher proportion ofyour income on takeaways.

Key locations

Linwood

Wanganui

Strathern Wanganui East

Gonville

Aramoho

Appleby

South Dunedin

Richmond

Caversham

E3



48/92

44

Text Books and Takeouts skew diagram

E4


49/92

45

E4. Text Books and Takeouts

Overview

Young, on the way to being educated, ethnicallydiverse with a very prominent skew to Asian,this segment is the most likely to live in a rentedapartment. While more likely to be tertiaryqualied with a Bachelors degree or higher,theres also a slight skew to working in communityor sales roles.

Bank Statement

The strongest skew for Text Books andTakeouts is renting, with a weekly rent of$300+.

Meantime, house values are skewed towardsunder $200,000 nice return for the landlord!

In this segment, youre more likely to have ahousehold income of less than $20,000 and apersonal income of less than $10,000.

Hardly surprisingly theres a skew to havingno credit card.

This segment is the most likely to be receivinga student allowance, or to have no income.

The average deprivation index is 7.6.

Age and Stage

This segment has a median age of just 28,with a strong skew to 15 to 29.

Text Books and Takeouts has a strong Asianskew, as well as a strong representationof Middle Eastern, Latin American andAfrican ethnicities.

Not surprisingly, this is the segment thatsleast likely to have children.


This may not be a wealthy group but it doesntseem to hold you back. A high proportionof your total spend is on a range of thingsincluding takeaways, music, games, cafes andof course pubs.

In this segment, youre also likely to go to thegym. On the other hand, youre also skewed toan interest in computer gaming.

This group is much more likely to do snow sports.

Youre travellers most likely to gobackpacking or travel to Asia.

Key locations

Auckland Central

North Dunedin

Grafton

Dunedin Central

Hamilton East

ChristchurchCentral

North East Valley

Te Aro

Palmerston North

Mt Cook

E4



50/92

46


51/92

47

Cluster F: Community Diversity

Overview

In this cluster theres not a lot of spare change,with below average spending in most categories.Theres a skew to being on benets and an averagedeprivation index of 8.2.* If youve got a job inCommunity Diversity, its more likely to be as amachine operator or labourer. Meantime, theresan overall skew to being single with kids, andhaving larger family sizes.

Bank Statement

The average house value in this clusteris $261,000.


Age and Stage

The median age of this cluster is just 31.

Theres a skew to being single with kids, andwith larger family sizes than average (exceptfor the Hanging in There group.)

Key locations

Manurewa

Papatoetoe

Mangere East Otara

Otahuhu

Mangere

Wainuiomata

Henderson

Papakura

Flaxmere


Other than fresh meat and vegetables, andtakeaways, this cluster spends below averagein most other categories.

But as youll see in the specic segments,they spend a higher proportion of their incomeon certain things.

In Community Diversity, youre slightly morelikely to shop at Pak n Save and Countdown.

F



52/92

48

Hanging in There skew diagram

F1


53/92

49

F1. Hanging in There

Overview

This group has a strong skew to living in housesvalued between $100,000 and $300,000, and aslight skew towards being Maori.

Bank Statement

The average house value in this group is$235,000, with a strong skew towards housesvalued between $100,000 and $300,000.

You are slightly more likely to have a householdincome of under $30,000.

Theres also a slight skew towards having nocredit card, or a Q card***.

Age and Stage

Hanging in There has a slight skew towards Maori.

The median age is 35, with a slight tendency tobe younger than average.

Key locations

Te Awamutu

Woolston

Aranui Wainuiomata

Richmond

St Kilda

Mangapapa

Akina

Linwood

Awapuni


In this group, houses are more likely to havebeen built prior to 1960.

Hanging in There means spending a higherproportion of your income on hospitality clubsand video hire.

F1

*** Please see Glossary on page 86 for denition


54/92

50

Melting Pot skew diagram

F2


55/92

51

F2. Melting Pot

Overview

With a mix of different ethnic groups, this segmentis more likely to be living in the low decile schoolzones 1 to 4.** Theres a skew to having kids under10, and a median age of 31. In Melting Pot, youremore likely to be living in ats or apartments, andyoure also more likely to be living with family or ina Housing New Zealand property.

Bank Statement

The average house value in this group is$296,000 with a skew to living in houses valuedbetween $200,000 and $400,000.

This group is much more likely to live in a lowdecile school zone.**

In Melting Pot, youre more likely to be livingwith family, or in a Housing New Zealandproperty.

Theres also a skew to having no credit card,and a slight skew to a household incomeunder $20,000.

Age and Stage

This segment has a mix of differentethnic groups.

The median age is 31, with an age skewtowards 25 to 34 and kids under 10.

In this segment youre more likely to havemultiple families all living in the same house.


People in Melting Pot tend to rely onpublic transport and are less likely to own

a car. But if you do, its more likely to be apeople mover.

Houses in this segment are more likely to bebuilt between 1950 and 1980.

A higher proportion of this segments incomeis spent on fruit and vegetables, fresh meat,takeaways, alcohol, music, and hospitality clubs.

Key locations

Papatoetoe

Manurewa

Otahuhu Henderson

Glen Eden

New Lynn

Mt Wellington

Massey

Ranui

Te Atatu South

F2



56/92

52

On the Bread Line skew diagram

F3


57/92

53

F3. On the Bread Line

Overview

As the name suggests, this segment has thehighest representation of people on benets andliving in a Housing NZ property. Its people aremuch more likely to be of Maori or Pacic Islandethnicity, and most likely to have larger families.

Bank Statement

Being On the Bread Line means youre lesslikely to own your own home.

Theres a strong skew towards living in houses

valued between $100,000 and $300,000 with anaverage value of $233,000.

This segment is much more likely to be livingwith family or in a Housing New Zealandproperty and paying a low rent.

Theres also a skew to having either no creditcard, or a Q card.***

Key locations

Otara

Mangere East

Manurewa Mangere

Flaxmere

Wainuiomata

Cannons Creek

Papakura

Naenae

Nawton

Age and Stage

The median age of On the Bread Line is just 28,with a slight skew to being under 20.

In this segment youre much more likely to beof Maori or Pacic Island ethnicity.


This segment is most likely to have largerfamilies and multiple families living in thesame house.

Their houses are more likely to be built between

1950 and 1989. This segment is less likely to own a car. But if

you do, like Melting Pot its more likely to be apeople mover.

This segment spends a higher proportion oftheir income on meat, takeaways, alcohol, fuel,video hire and hospitality clubs.

F3

*** Please see Glossary on page 86 for denition


58/92

54

Pacic Blend skew diagram

F4


59/92

55

F4. Pacic Blend

Overview

Pacic Blend, along with On the Bread Line,has a high proportion of Pacic Islanders butalso includes a high representation of Maori andAsian ethnicities. This segment and F3 have thehighest proportion of residents living in a HousingNew Zealand property.

Bank Statement

In this group, youre much more likely to beliving with family, or in a Housing New Zealandproperty and paying a low rent.

Homes are much more likely to be low decileschool zones 1 to 4.**

Theres a strong skew to living in housesvalued between $300,000 and $400,000 withan average of $344,000.

In Pacic Blend youre slightly more likely tohave a household income of under $20,000,and youre not likely to have a credit card.

Age and Stage

Along with On the Bread Line, this segmentis the most likely to be Pacic Islanders, andalso includes a higher proportion of Maori andAsian ethnicities.

In Pacic Blend youre more likely to have beenborn overseas.

The median age is 30.


This segment is much more likely to be living

in larger houses. No surprise, given its alsomore likely to have larger families, and multiplefamilies living in the same house.

The houses are more likely to have been builtbetween 1950 and 1969.

Not surprisingly, people in this segmentare more likely to have travelled to thePacic Islands.

This segment spends a higher proportion oftheir income on fresh fruit, vegetables, meat,takeaways, petrol, music and video hire.

Key locations

Papatoetoe

Mt Roskill

Mangere East Otahuhu

Henderson

Avondale

Mangere

Naenae

Massey

Manurewa

F4



60/92

56


61/92

57

Cluster G: Super Trooper

Overview

The oldest of all clusters, Super Troopers aremore likely to have lived in New Zealand for morethan 50 years. So youre much more likely to nowbe 65 plus.

Bank Statement

The main income source of Super Troopersis likely to be superannuation.

Your average house value is $385,000.

Age and Stage

Super Troopers are much more likely to beaged 65 plus.

Given the higher age skew, youre more likelyto be widowed.

There is an under-representation ofnon-European ethnicities in Super Troopers.

Key locations

Waikanae

Mt Maunganui

Papamoa Beach Richmond

Otumoetai

Havelock North

Taradale

Stoke

Cambridge

Orewa


Although careful where you spend your money,Super Troopers as a Cluster still spend aboveaverage in a few categories.

Not surprisingly, this includes above averagespend at chemists (and likely at other healthproviders too), as well as more leisure-relatedactivities including gardening, and fabrics.

G


62/92

58

Potting Around skew diagram

G1


63/92

59

G1. Potting Around

Overview

This is the most well-off segment amongstSuper Troopers. While the age and stage isthe same in Potting Around as it is in the othersegments, house values are much more likelyto be higher. Its also the most likely segment inthe cluster to spend above average on gardeningrelated categories suggesting a little moremoney for the things they enjoy.

Bank Statement

The house value of this segment is muchmore likely to be $300,000 to $500,000.

In this group, if you own your own home itsmore likely to be mortgage-free.

In Potting Around, theres a slight skew tohaving investment income.


Age and Stage

Much more likely to be aged 65 plus. Given the higher age skew, youre more likely

to be widowed.


When youre Potting Around you spend aboveaverage in a few categories, including fabricand soft goods retailing, oor coverings, andgardening.

The segment is slightly more likely to belong

to AA Rewards.

Key locations

Mt Maunganui

Papamoa Beach

Waikanae Richmond

Otumoetai

Havelock North

Cambridge

Orewa

Stoke

Taradale

G1



64/92


65/92

61

G2. Bowls and Bingo

Overview

Given their age and stage, members of thissegment are the most likely to be living ontheir own. Theyre also more likely to reside inmedium density housing of between 2 and 10units. And theyre slightly more likely to have noqualications, other than a generous amount oflife experience!

Bank Statement

In Bowls and Bingo the house value is morelikely to be between $200,000 and $300,000.

If you own your own home in this segment itsmore likely to be mortgage-free.

If youre renting in this segment, youre morelikely to be paying a low rental.

Its more likely that youll have a householdincome of less than $30,000.


Age and Stage

Youre much more likely to be aged 65 plus. Given the higher age skew, youre more likely

to be widowed.

Youre less likely to be Maori, Pacic or Asianethnicities if you are in Bowls and Bingo.


This segment spends above average in a fewcategories, including gardening services, andhospitality clubs.

Key locations

Mosgiel

Waikanae

Kensington Richmond

Onerahi

Greerton

Te Awamutu

Kaiapoi

Taradale

Springvale

G2



66/92

62

G3

Village Life skew diagram


67/92

63

G3. Village Life

Overview

Welcome to the sunny retirement village or resthome. While predominantly urban, this groupincludes some rural and provincial retirementvillages and rest homes as well.

Bank Statement

Village life covers a range of householdincomes.

Theres a slight skew to havinginvestment income.

House value skews $400,000 to $600,000.


Age and Stage

Youre much more likely to be aged 65+.

Given the higher age skew, youre more likelyto be widowed.

There is a European skew in the segment.

Key locations

As this segmentis identied by the

property beinga resthome orretirement village,they are located ina wide variety oflocations acrossNew Zealand.


This group spends way above averageat pharmacies.

G3



68/92


69/92

65

Cluster H: On the Fringe

Overview

Welcome to life in the Provinces. On theFringe characterises provincial New Zealand,but excludes people who get Rural Delivery,as theres a dedicated cluster just for them.

Bank Statement

The average house value of this cluster is$285,000 remembering that houses in theProvinces are much more affordable.

Age and Stage

On the Fringe, youre likely to be older;aged 60 plus. The median age is 40.

In this cluster youre more likely to be widowed.

The cluster has an average deprivation indexof 6.3.*

Key locations

Levin

Pukekohe

Feilding Rangiora

Whakatane

Tokoroa

Hawera

Masterton

Matamata

Waiuku


Looking at the individual segmentsthat make up this cluster, the commoncharacteristic that stands out is the aboveaverage spend at hospitality clubs. This nodoubt reects a more traditional way ofsocialising in the provinces along with theskew towards an older age demographic.

H



70/92

66

Sitting on their Wealth skew diagram

H1


71/92

67

H1. Sitting on their Wealth

Overview

What sets this segment apart from the othersin the cluster is their wealth, and where theylive. While house values do vary widely between$400,000 and $1.5 million, note the average houseprice is over half a million. Youll also see theyreside in the more expensive parts of the countryincluding Queenstown and Wanaka where theycan happily sit on their wealth as they gaze out tothe mountains!

Bank Statement

House values vary widely in this segment,but skew to mainly between $400,000 and$1.5 million.

The average house value is $520,000.

Sitting on their Wealth means your home ismore likely to be in a family trust. And if youown your home, its likely to be mortgage-free.


Age and Stage

This segment is skewed to age 55 plus,with a median age of 43.

Youre more likely to be a couplewithout children.


This segment is more likely to own a 4WD.

Your houses are more likely to be builtsince 1980.

Key locations

Wanaka

Pukekohe

Ohope Whangamata

Oneroa

Queenstown

Kerikeri

Arrowtown

Snells Beach

Rangiora

H1



72/92

68

Provincial Comfort skew diagram

H2


73/92

69

H2. Provincial Comfort

Overview

With a skew to age 60 plus, this segment is morelikely to have a household income of $30,000 to$40,000, and is slightly more likely to have incomefrom superannuation.

Bank Statement

House values in this segment tend to rangefrom $300,000 to $400,000.

The average house value in Provincial Comfortis $340,000.

If you own your own home in this segment itsmore likely to be mortgage-free.


Key locations

Pukekohe

Rolleston

Waiuku Rangiora

Whakatane

Whitianga

Helensville

Cromwell

Te Puke

Feilding

Age and Stage

In this segment, the age skews to 60 plus,with a median age of 40.


Houses in Provincial Comfort are likely tohave been built since 1980.

This group spends above average athospitality clubs.

H2



74/92

70

Grey Days skew diagram

H3


75/92

71

H3. Grey Days

Overview

No spring chickens, this group is also skewed to60 plus. If youre still working in your Grey Days,its more likely to be as a machinery operatoror labourer, and youre less likely to have aqualication. Creatures of habit, Grey Days arealso slightly more likely to have lived at the sameresidence for 30 years or more. Life there is good,so why move?

Bank Statement

House values in this segment range from$200,000 to $300,000 with an averageof $273,000.

In this segment, if you own your own home itsmore likely to be mortgage-free.

This segment is more likely to have a householdincome under $30,000 and more likely to haveincome from Superannuation.


Age and Stage

Grey Days skew to age 60 plus, with a medianage of 43.

Bearing in mind the age, in this group youare more likely to be living alone, or a couplewithout children


This segment spends above average athospitality clubs.

Key locations

Rangiora

Feilding

Matamata Motueka

Thames

Waihi

Allenton

Redwoodtown

Blenheim

Alexandra

H3



76/92

72

Work Boots and Boiler Suits skew diagram

H4


77/92

73

H4. Work Boots and Boiler Suits

Overview

This segment is more likely to be retired,however if you are still working you are muchmore likely to be working as machinery operatorsor labourers. House values have a strong skewto under $200,000, and youre more likely to havelived there for the past 30 years or more. As withother segments in this cluster, theyre getting onin years.

Bank Statement

If youre in this segment, youre more likely tohave a household income of less than $30,000.

Youre also more likely to be gettingSuperannuation.

The average house price is $189,000.


Age and Stage

This segment skews to age 65 plus,with a median age of 41.

In Work Boots and Boiler Suits youre morelikely to be living alone.


Work Boots and Boiler Suits are more likelyto live in houses built before 1960.

This segment spends above average athospitality clubs.

Bastions of tradition, you also have a skewto buying Fish n Chips.

Key locations

Levin

Hawera

Gore Masterton

Westport

Feilding

Balclutha

Oamaru North

Stratford

Waimate

H4



78/92

74

Meat and Three Veg skew diagram

H5


79/92

75

H5. Meat and Three Veg

Overview

Less well off than others in On the Fringe, thissegment has a lower median age and a strongskew towards Maori. Like Work Boots and BoilerSuits, its much more likely youll be workingas a machinery operator or labourer in thissegment. And its usual in this segment to haveno qualications.

Bank Statement

In Meat and Three Veg, house values have astrong skew to less than $200,000 with anaverage value of $173,000.

This segment is more likely to have a householdincome of less than $30,000 and to be receivinggovernment benets.

Its slightly more likely for this segment to beliving in a Housing New Zealand property.


Age and Stage

This segment has a strong Maori skew. Theres no particular age skew to this segment,

with a median age of 35.

In Meat and Three Veg, you are more likely tobe single with kids.


In Meat and Three Veg, houses are more likelyto have been built between 1940 and 1960.

Youre more likely to live in large households

in this segment. Meat and Three Veg spend above average at

Hospitality clubs.

Its not about looking ash: this segmentspends a much lower proportion of their incomeon items such as clothing, and hairdressing andbeauty salons.

Key locations

Tokoroa

Whakatane

Kawerau Levin

Waitara

Huntly

Pukekohe

Kaitaia

Wairoa

Opotiki

H5



80/92

76


81/92

77

Cluster R: Muddy Gumboots

From dairy farmers to wine growers, welcome

to life out in the country. The segmentation in thisrural cluster is done at a household level, usingNew Zealand Posts database of rural addresses.

The Rural Consumer and Rural Business Listfrom New Zealand Post, which numbers around190,000 names and addresses, will give you anopportunity to reach the rural community andextend the service you offer to this sector. Ruraldelivery customers complete an information formwhich allows you to effectively offer productsand services based on their interest preferences

and occupation.

This cluster is segmented based on farm type,farm size, occupation, household mix and more.So to make the skews more relevant, wevecalculated the land size relative to the ruralpopulation averages - rather than the nationalaverage, and the remaining elds relative tonational averages.

There are less people in this segment aged 20 to29 (8% compared to 13% national average). Many

young people dont stick around in the rural area.

R

Key locations

Southland District

Franklin District

Rodney District

Clutha District

Manawatu District

Waikato District Far North District

Selwyn District

Tararua District

Ashburton District

Matamata-PiakoDistrict

South Taranaki

District Southland District

Waipa District

South WaikatoDistrict

New PlymouthDistrict

Hauraki District

Western Bay ofPlenty District

Tasman District

Hastings District

Malborough District

Whangarei District

Thames-CoromandelDistrict


82/92

78

R1. Ranchers

Overview

This segment is made up predominantlyof sheep, beef, a few livestock and arablecrop farmers. Forget lifestyle blocks;youre much more likely to be on 200hectares plus. And youre slightly morelikely to have lived on that farm for over30 years.

Key locations

Southland District

Franklin District Rodney District

Clutha District

Manawatu District

Waikato District

Far North District

Selwyn District

Tararua District

Ashburton District

R1


83/92

79

R2. Milk Cheques

Key locations

Matamata-PiakoDistrict

South TaranakiDistrict

Southland District

Waikato District

Waipa District

South WaikatoDistrict

New PlymouthDistrict

Ashburton District

Otorohanga District

Hauraki District

R2

Overview

This segment is largely responsiblefor supplying the milk for your morningcoffee. Predominantly made up of dairyfarmers, the farms in this segment aremuch more likely to be 200 plus hectares.


84/92

80

R3. Cornucopia

Overview

As the name suggests, this segmentcontains a mix of many types of farming.Cornucopia includes sheep, beef,cropping, horticulture, as well as farmtourism and other agricultural services.Not surprisingly then, farm sizes vary,but theyre skewed to 40 hectares plus.

Key locations

Franklin District

Southland District

Selwyn District

Rodney District


Ashburton District

Waikato District

Far North District

Tasman District Waipa District

R3


85/92

81

R4. From the Ground Up

Overview

The fruit in your fridge and wine in yourglass was kindly provided by the goodpeople of this group, predominantlymade up of horticulture and vineyards.The strongest skew is for farm sizesfrom 40 to 100 hectares. Theres alsoa skew to having businesses that arerelated to agricultural support services.

Key locations


Hastings District Tasman District

Franklin District

Rodney District

Far North District

Marlborough District

Whangarei District

Waimakariri District

Selwyn District

R4


86/92

82

R5. Leafy Lane and Lifestyle Blocks

Overview

With a skew to living in the leastdeprived areas, this segment is aboutas far from some urban clusters as youcan get. Predominantly lifestyle farmers,the strongest skew in this segmentis for properties between 10 and100 hectares.

Key locations

Rodney District

Franklin District

Waikato District Waimakariri District

Selwyn District


Whangarei District

Manawatu District

Far North District

Tasman District

R5


87/92

83

R6. Country Choice

Overview

The strongest skew within this segmentis for properties of less than 2 hectares.Country Choice is predominantly made upof residents of all ages living in the ruralarea, or running various small businesses.

Key locations

Rodney District

Waikato District

Far North District

Franklin District


Whangarei District

Tasman District

Waipa District

Selwyn District

Thames-

CoromandelDistrict

R6


88/92

84

R7. Out to Pasture

Overview

In this segment when you retire fromfarming, you dont retire from countrylife. Out to Pasture is predominantlyretired and semi-retired residents whohave downsized, with the strongest skewto properties of less than 2 hectares.

Key locations

Rodney District

Far North District

Whangarei District


Franklin District

Tasman District

Thames-Coromandel District

Waikato District

Kaipara District Malborough District

R7


89/92

85

R8. Rural Services and Trade

Overview

If you are in this segment you are notjust farmers and lifestylers who liveout in the country. This segment ismade up predominantly of businessesthat support the rural community,including retail, transport, constructionand accommodation.

Key locations

Rodney District

Franklin District

Waikato District Western Bay of

Plenty District

Far North District

Whangarei District

Tasman District

Waimakariri District

Selwyn District

Waipa District

R8


90/92

86

Glossary:

* Deprivation Index: Developed to measure thesocio-economic differences in population health.

The index is constructed from nine census 2006variables and provides a summary deprivation scorefrom 1 to 10 for each meshblock. A score of 1 isallocated to the least deprived 10% of areas and10 is allocated to the most deprived 10% of areas.

** Decile school zone: A schools Decile indicatesthe extent to which it draws its students from lowsocio-economic communities. Decile 1 schools are

the 10% of schools with the highest proportion ofstudents from low socio-economic communities.Decile 10 schools are the 10% of schools with thelowest proportion of these students.

*** Q Card: Is a credit card offered by Fisher& Paykel nance.

Genius glossary Contact Details

If you have any queries about New Zealand PostsGenius Segmentation Model:

Call: 0800 DO DIRECT

Email: [email protected]

or visit: www.nzpost.co.nz/genius

Genius_March 2012

Printed by:


91/92


92/92

Documents

Genius Segmentation Model Guide