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
Copyright Robert Dommett & Associates Pty Ltd 20133
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.
Copyright Robert Dommett & Associates Pty Ltd 20134
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
Introduction to Marketfind
Copyright Robert Dommett & Associates Pty Ltd 20135
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
Introduction to Marketfind
SES
Score
Copyright Robert Dommett & Associates Pty Ltd 20136
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
Copyright Robert Dommett & Associates Pty Ltd 20137
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
Copyright Robert Dommett & Associates Pty Ltd 20138
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)
Copyright Robert Dommett & Associates Pty Ltd 20139
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)
Copyright Robert Dommett & Associates Pty Ltd 201310
Thumbnails...
Copyright Robert Dommett & Associates Pty Ltd 201311
Group
J
Group
I
Group
H
Group
G
Group
D
Group
C
Disadvantaged
Group
L
Marketfind 12 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
Copyright Robert Dommett & Associates Pty Ltd 201312
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
Copyright Robert Dommett & Associates Pty Ltd 201313
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
Most authentic
Recommended by experts
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
Economics... Demographics... 2.5% (201,073) of all Australian householdsGeography...
Buying Drivers...
Spend
Finance
37.8%
30.3%
22.6%
4.8%
3.6%
Crusaders
Fortunats
Rockafellas
Achievers
Preppies
Top 5 geoTribes...
Social Economic Status Grp % Index
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
Liv ing at Home 5.4 58.7
Young Independents 28.6 220.8
Young Families 7.5 57.7
Middle Aged Families 12.3 76.6
Mature Families 13.6 80.3
Mature Independents 17.7 116.7
Early Seniors 8.8 93.5
Late Seniors 6.3 84.3
Tenure Type
Own 27.5 82.8
Mortgage 27.7 76.7
Rent 44.8 146.2
Other Characteristics
4+ Bedrooms 10.6 34.3
Flat 4+ Storeys 29.4 809.8
Different Address 5 yrs Ago 55.7 133.7
Use Public Transport 28.2 273.2
Both Parents Born Overseas 41.9 122.0
Work in Agriculture 0.2 8.8
Attend University F/T 3.9 130.1
Lone Parent Families 9.6 68.0
Top 5 NESB Languages
Other Languages 8.6 130.8
Chinese 3.3 105.0
Greek 1.8 142.7
Italian 1.7 114.9
South Asian 1.0 45.3
Copyright Robert Dommett & Associates Pty Ltd 201314
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
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
Most stylish
Recommended by experts
Most authentic
Most reward points
Best performing
Brand leader
Best customer service
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...
Social Economic Status Grp % Index
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
Liv ing at Home 14.5 156.9
Young Independents 4.8 37.1
Young Families 7.1 54.4
Middle Aged Families 20.1 125.6
Mature Families 27.6 163.1
Mature Independents 13.1 86.8
Early Seniors 8.3 87.8
Late Seniors 4.6 61.6
Tenure Type
Own 40.2 121.0
Mortgage 49.2 136.0
Rent 10.7 34.9
Other Characteristics
4+ Bedrooms 69.1 224.1
Flat 4+ Storeys 0.0 1.3
Different Address 5 yrs Ago 31.6 75.9
Use Public Transport 8.4 81.2
Both Parents Born Overseas 39.5 115.1
Work in Agriculture 0.5 18.1
Attend University F/T 4.2 140.9
Lone Parent Families 7.5 53.2
Top 5 NESB Languages
Chinese 6.0 188.3
Other Languages 5.7 86.6
South Asian 2.5 116.7
Italian 1.5 102.2
Middle Eastern 1.5 66.0
Copyright Robert Dommett & Associates Pty Ltd 201315
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
Economics... Demographics... 5.9% (478,329) 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 stylish
Most reward points
Brand leader
Most authentic
Best performing
Best customer service
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...
Social Economic Status Grp % Index
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
Liv ing at Home 9.2 99.7
Young Independents 8.2 63.5
Young Families 10.2 78.5
Middle Aged Families 19.4 121.2
Mature Families 20.2 119.4
Mature Independents 15.6 102.8
Early Seniors 9.9 105.0
Late Seniors 7.4 99.3
Tenure Type
Own 38.2 115.2
Mortgage 40.8 112.7
Rent 21.0 68.5
Other Characteristics
4+ Bedrooms 38.1 123.4
Flat 4+ Storeys 0.4 12.1
Different Address 5 yrs Ago 37.4 89.8
Use Public Transport 11.0 106.4
Both Parents Born Overseas 29.9 87.1
Work in Agriculture 0.6 23.5
Attend University F/T 3.3 108.6
Lone Parent Families 10.4 73.2
Top 5 NESB Languages
Other Languages 5.4 81.7
Copyright Robert Dommett & Associates Pty Ltd 201316
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
Economics... Demographics... 7.9% (645,447) 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
Most authentic
Most stylish
Most popular
Latest
Recommended by experts
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...
Social Economic Status Grp % Index
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
Liv ing at Home 6.4 69.1
Young Independents 33.4 258.0
Young Families 9.2 70.7
Middle Aged Families 10.6 65.9
Mature Families 12.3 72.8
Mature Independents 14.5 96.0
Early Seniors 7.1 75.2
Late Seniors 6.6 89.4
Tenure Type
Own 25.4 76.6
Mortgage 27.0 74.6
Rent 47.6 155.3
Other Characteristics
4+ Bedrooms 12.5 40.4
Flat 4+ Storeys 15.9 439.6
Different Address 5 yrs Ago 55.1 132.1
Use Public Transport 24.6 239.0
Both Parents Born Overseas 44.2 128.6
Work in Agriculture 0.2 9.5
Attend University F/T 6.6 218.4
Lone Parent Families 11.2 79.2
Top 5 NESB Languages
Other Languages 9.1 137.4
Chinese 5.3 167.1
South Asian 2.6 122.6
Greek 2.5 204.9
Italian 2.3 156.6
Copyright Robert Dommett & Associates Pty Ltd 201317
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
Latest
Most stylish
Recommended by experts
Safest
Best customer service
Most environmentally friendly
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
Economics... Demographics... 6.1% (494,974) of all Australian householdsGeography...
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...
Social Economic Status Grp % Index
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
Liv ing at Home 10.1 109.0
Young Independents 8.0 61.9
Young Families 20.3 157.0
Middle Aged Families 25.1 156.7
Mature Families 18.4 109.0
Mature Independents 10.7 70.9
Early Seniors 5.1 54.5
Late Seniors 2.2 29.8
Tenure Type
Own 25.0 75.4
Mortgage 59.3 164.0
Rent 15.7 51.2
Other Characteristics
4+ Bedrooms 63.4 205.4
Flat 4+ Storeys 0.1 1.7
Different Address 5 yrs Ago 45.8 109.8
Use Public Transport 5.5 53.1
Both Parents Born Overseas 34.9 101.6
Work in Agriculture 1.1 41.4
Attend University F/T 2.1 71.0
Lone Parent Families 8.9 63.0
Top 5 NESB Languages
Other Languages 6.4 96.9
South Asian 2.6 124.2
Middle Eastern 1.9 87.7
Chinese 1.9 59.3
Italian 1.5 99.6
Copyright Robert Dommett & Associates Pty Ltd 201318
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
Best customer service
Australian made
Safest
Most environmentally friendly
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...
Social Economic Status Grp % Index
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
Liv ing at Home 9.8 106.0
Young Independents 8.2 63.2
Young Families 14.7 113.2
Middle Aged Families 18.3 114.5
Mature Families 18.5 109.6
Mature Independents 15.1 100.0
Early Seniors 9.3 98.4
Late Seniors 6.1 82.6
Tenure Type
Own 35.4 106.7
Mortgage 41.7 115.3
Rent 22.9 74.7
Other Characteristics
4+ Bedrooms 39.9 129.4
Flat 4+ Storeys 0.4 10.3
Different Address 5 yrs Ago 39.7 95.2
Use Public Transport 7.9 76.6
Both Parents Born Overseas 32.2 93.7
Work in Agriculture 2.0 77.8
Attend University F/T 2.4 81.1
Lone Parent Families 12.3 86.6
Top 5 NESB Languages
Other Languages 5.4 81.2
Chinese 3.6 113.9
Greek 1.8 145.7
Italian 1.4 95.1
Middle Eastern 1.3 57.6
Copyright Robert Dommett & Associates Pty Ltd 201319
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
Economics... Demographics... 8.4% (679,713) 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
Latest
Most popular
Most authentic
Most stylish
Cheapest
Brand leader
Recommended by experts
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...
Social Economic Status Grp % Index
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
Liv ing at Home 7.2 78.4
Young Independents 30.4 235.4
Young Families 12.3 94.6
Middle Aged Families 11.1 69.1
Mature Families 11.7 69.4
Mature Independents 13.2 87.1
Early Seniors 7.0 74.4
Late Seniors 7.1 95.4
Tenure Type
Own 23.7 71.4
Mortgage 27.7 76.5
Rent 48.6 158.7
Other Characteristics
4+ Bedrooms 11.7 37.8
Flat 4+ Storeys 12.9 356.1
Different Address 5 yrs Ago 55.1 132.2
Use Public Transport 20.5 199.2
Both Parents Born Overseas 50.0 145.6
Work in Agriculture 0.4 15.5
Attend University F/T 7.4 247.3
Lone Parent Families 15.8 111.6
Top 5 NESB Languages
Other Languages 10.3 156.6
Chinese 8.8 277.2
South Asian 6.2 293.7
Middle Eastern 2.6 117.8
Filipino 2.3 220.5
Copyright Robert Dommett & Associates Pty Ltd 201320
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
Economics... Demographics... 2.7% (216,961) 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
Latest
Most popular
Recommended by family/friends
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...
Social Economic Status Grp % Index
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
Liv ing at Home 14.1 153.0
Young Independents 8.7 67.1
Young Families 16.5 127.6
Middle Aged Families 20.8 129.9
Mature Families 21.6 127.9
Mature Independents 9.9 65.6
Early Seniors 5.3 56.5
Late Seniors 3.0 40.4
Tenure Type
Own 22.8 68.6
Mortgage 55.5 153.7
Rent 21.7 70.7
Other Characteristics
4+ Bedrooms 42.2 136.7
Flat 4+ Storeys 0.1 1.4
Different Address 5 yrs Ago 35.8 86.0
Use Public Transport 10.8 104.7
Both Parents Born Overseas 55.1 160.4
Work in Agriculture 0.4 16.3
Attend University F/T 2.7 89.6
Lone Parent Families 14.3 101.0
Top 5 NESB Languages
Other Languages 11.9 179.9
South Asian 7.9 371.4
Middle Eastern 6.0 272.4
Filipino 4.4 420.3
Chinese 3.1 97.0
Copyright Robert Dommett & Associates Pty Ltd 201321
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
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
Australian made
Best warranty
Safest
Favourite brand
Best discounts
Most environmentally friendly
Best customer service
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...
Social Economic Status Grp % Index
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
Liv ing at Home 9.3 101.4
Young Independents 7.9 61.2
Young Families 15.0 116.0
Middle Aged Families 16.2 101.2
Mature Families 16.7 98.5
Mature Independents 16.6 110.0
Early Seniors 10.6 112.7
Late Seniors 7.6 102.1
Tenure Type
Own 35.7 107.5
Mortgage 36.5 101.0
Rent 27.8 90.8
Other Characteristics
4+ Bedrooms 30.4 98.5
Flat 4+ Storeys 0.1 2.1
Different Address 5 yrs Ago 37.5 89.9
Use Public Transport 4.7 45.6
Both Parents Born Overseas 24.6 71.6
Work in Agriculture 7.9 312.1
Attend University F/T 1.4 46.9
Lone Parent Families 16.5 116.5
Top 5 NESB Languages
Other Languages 6.0 91.4
Italian 1.8 125.5
Middle Eastern 1.2 54.0
South Asian 0.9 44.4
Chinese 0.8 26.4
Copyright Robert Dommett & Associates Pty Ltd 201322
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
Economics... Demographics... 7.4% (597,908) 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
Australian made
Favourite brand
Most environmentally friendly
Best customer service
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...
Social Economic Status Grp % Index
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
Liv ing at Home 6.2 67.7
Young Independents 12.7 98.0
Young Families 10.2 78.5
Middle Aged Families 10.1 63.4
Mature Families 11.6 68.8
Mature Independents 18.1 119.6
Early Seniors 14.5 154.1
Late Seniors 16.5 222.5
Tenure Type
Own 35.5 107.0
Mortgage 21.6 59.8
Rent 42.9 139.9
Other Characteristics
4+ Bedrooms 13.3 43.1
Flat 4+ Storeys 5.4 149.8
Different Address 5 yrs Ago 47.2 113.3
Use Public Transport 9.3 90.4
Both Parents Born Overseas 36.1 105.1
Work in Agriculture 1.4 56.4
Attend University F/T 2.3 76.3
Lone Parent Families 18.3 129.4
Top 5 NESB Languages
Other Languages 7.1 107.2
Middle Eastern 3.8 170.6
South Asian 3.1 147.3
Chinese 2.6 81.9
Vietnamese 1.4 111.1
Copyright Robert Dommett & Associates Pty Ltd 201323
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
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
Best warranty
Australian made
Best discounts
Safest
Cheapest
Favourite brand
Most environmentally friendly
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...
Social Economic Status Grp % Index
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
Liv ing at Home 9.6 103.8
Young Independents 8.3 64.5
Young Families 12.4 95.6
Middle Aged Families 13.3 82.9
Mature Families 15.7 92.6
Mature Independents 17.8 117.7
Early Seniors 12.4 131.5
Late Seniors 10.6 142.5
Tenure Type
Own 35.0 105.5
Mortgage 28.2 78.0
Rent 36.8 120.0
Other Characteristics
4+ Bedrooms 19.1 61.8
Flat 4+ Storeys 0.5 14.5
Different Address 5 yrs Ago 37.9 90.9
Use Public Transport 5.5 53.0
Both Parents Born Overseas 30.1 87.8
Work in Agriculture 4.1 160.6
Attend University F/T 1.4 45.9
Lone Parent Families 21.9 154.3
Top 5 NESB Languages
Other Languages 5.6 84.9
Middle Eastern 4.7 213.0
Vietnamese 3.9 299.8
Chinese 1.9 58.2
South Asian 1.3 60.6
Copyright Robert Dommett & Associates Pty Ltd 201324
Group
J
Group
I
Group
H
Group
D
Group
C
Disadvantaged
Group
L
Marketfind 58 Segments…
Elite Suburban & Family
Elite Urban
High Status Family
High Status Suburban
High Status Urban
Mid Status Family
Group
E
Mid Status Suburban
Mid Status Urban
Low Status Family
Low Status Suburban
Low Status UrbanGroup
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
Copyright Robert Dommett & Associates Pty Ltd 201325
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
Economics... Demographics...
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
1.1% (88,350) 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 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
Liv ing at Home 13.7 148.3
Young Independents 4.2 32.6
Young Families 4.3 33.2
Middle Aged Families 18.1 112.8
Mature Families 30.4 179.4
Mature Independents 12.4 82.2
Early Seniors 10.0 105.8
Late Seniors 7.0 94.4
Tenure Type
Own 48.8 146.9
Mortgage 40.2 111.3
Rent 11.0 35.9
Other Characteristics
4+ Bedrooms 69.4 224.9
Flat 4+ Storeys 0.3 7.4
Different Address 5 yrs Ago 33.1 79.5
Use Public Transport 12.6 122.5
Both Parents Born Overseas 38.0 110.6
Work in Agriculture 0.3 12.6
Attend University F/T 5.6 185.8
Lone Parent Families 6.6 46.8
Top 5 NESB Languages
Other Languages 5.6 84.4
Chinese 5.2 163.8
South Asian 1.5 69.9
Greek 1.2 101.0
Italian 1.2 84.2
Copyright Robert Dommett & Associates Pty Ltd 201326
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 authentic
Most environmentally friendly
Best performing
Best customer service
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)
Economics... Demographics...
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
1.6% (126,030) of all Australian householdsGeography...
Buying Drivers...
Spend
Finance
40.3%
34.4%
12.1%
8.0%
5.2%
Rockafellas
Fortunats
Preppies
Crusaders
Achievers
Top 5 geoTribes...
Social Economic Status Seg % Index
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
Liv ing at Home 11.4 123.5
Young Independents 7.6 58.6
Young Families 5.6 42.9
Middle Aged Families 14.4 90.0
Mature Families 24.6 145.6
Mature Independents 15.1 99.7
Early Seniors 12.0 127.5
Late Seniors 9.3 125.9
Tenure Type
Own 48.7 146.6
Mortgage 33.1 91.4
Rent 18.3 59.6
Other Characteristics
4+ Bedrooms 44.9 145.6
Flat 4+ Storeys 1.5 42.2
Different Address 5 yrs Ago 35.6 85.4
Use Public Transport 12.4 120.1
Both Parents Born Overseas 34.0 98.9
Work in Agriculture 0.5 18.5
Attend University F/T 5.7 189.9
Lone Parent Families 8.1 57.3
Top 5 NESB Languages
Other Languages 5.4 81.5
Chinese 3.5 110.1
Greek 1.6 130.2
Italian 1.6 106.3
South Asian 1.0 49.1
Copyright Robert Dommett & Associates Pty Ltd 201327
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)
Economics... Demographics...
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
1.5% (122,132) 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
Most authentic
Recommended by experts
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...
Social Economic Status Seg % Index
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
Liv ing at Home 6.5 70.8
Young Independents 24.5 189.1
Young Families 9.1 70.4
Middle Aged Families 15.3 95.6
Mature Families 15.8 93.4
Mature Independents 15.1 99.7
Early Seniors 7.9 83.8
Late Seniors 5.8 78.0
Tenure Type
Own 28.3 85.3
Mortgage 31.3 86.6
Rent 40.4 131.8
Other Characteristics
4+ Bedrooms 14.6 47.3
Flat 4+ Storeys 8.0 221.7
Different Address 5 yrs Ago 51.1 122.7
Use Public Transport 28.1 272.7
Both Parents Born Overseas 39.1 114.0
Work in Agriculture 0.2 6.7
Attend University F/T 4.1 136.5
Lone Parent Families 10.1 71.0
Top 5 NESB Languages
Other Languages 7.9 120.4
Chinese 2.6 82.9
Greek 2.2 177.3
Italian 1.9 128.4
South Asian 0.8 37.2
Copyright Robert Dommett & Associates Pty Ltd 201328
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)
Economics... Demographics...
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
1.0% (78,941) 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
Most authentic
Recommended by experts
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...
Social Economic Status Seg % Index
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
Liv ing at Home 3.8 41.6
Young Independents 34.4 265.6
Young Families 5.1 39.6
Middle Aged Families 8.0 49.7
Mature Families 10.5 61.8
Mature Independents 21.3 140.5
Early Seniors 10.1 107.0
Late Seniors 6.9 93.1
Tenure Type
Own 26.1 78.7
Mortgage 21.9 60.6
Rent 51.9 169.5
Other Characteristics
4+ Bedrooms 4.1 13.3
Flat 4+ Storeys 63.8 1,759.0
Different Address 5 yrs Ago 64.4 154.5
Use Public Transport 28.2 274.1
Both Parents Born Overseas 47.3 137.8
Work in Agriculture 0.3 12.7
Attend University F/T 3.6 118.1
Lone Parent Families 8.6 61.0
Top 5 NESB Languages
Other Languages 10.0 151.1
Chinese 4.7 148.5
South Asian 1.3 61.3
Italian 1.3 88.3
Middle Eastern 1.1 51.1
Copyright Robert Dommett & Associates Pty Ltd 201329
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)
Economics... Demographics...
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
2.0% (164,134) 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 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...
Social Economic Status Seg % Index
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
Liv ing at Home 10.1 109.8
Young Independents 7.6 58.5
Young Families 8.3 63.9
Middle Aged Families 22.4 139.8
Mature Families 23.0 136.0
Mature Independents 12.6 83.4
Early Seniors 8.6 91.4
Late Seniors 7.4 100.1
Tenure Type
Own 39.0 117.5
Mortgage 41.7 115.3
Rent 19.3 63.1
Other Characteristics
4+ Bedrooms 39.3 127.2
Flat 4+ Storeys 0.3 8.8
Different Address 5 yrs Ago 35.8 85.8
Use Public Transport 15.3 148.8
Both Parents Born Overseas 32.6 95.1
Work in Agriculture 0.2 8.2
Attend University F/T 3.8 126.7
Lone Parent Families 9.0 63.5
Top 5 NESB Languages
Other Languages 6.0 90.6
Chinese 3.0 92.8
Greek 1.8 141.9
Italian 1.6 108.9
South Asian 0.9 43.6
Copyright Robert Dommett & Associates Pty Ltd 201330
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)
Economics... Demographics...
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
1.6% (129,009) 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
Most stylish
Recommended by experts
Most authentic
Most reward points
Best performing
Most environmentally friendly
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...
Social Economic Status Seg % Index
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
Liv ing at Home 8.5 92.5
Young Independents 13.9 107.5
Young Families 7.1 54.7
Middle Aged Families 12.0 74.7
Mature Families 18.2 107.7
Mature Independents 16.0 106.0
Early Seniors 11.4 121.2
Late Seniors 12.9 173.3
Tenure Type
Own 40.6 122.2
Mortgage 27.4 75.7
Rent 32.0 104.5
Other Characteristics
4+ Bedrooms 23.4 75.8
Flat 4+ Storeys 4.4 121.5
Different Address 5 yrs Ago 43.7 104.7
Use Public Transport 15.3 148.4
Both Parents Born Overseas 37.5 109.3
Work in Agriculture 0.4 17.4
Attend University F/T 5.3 175.1
Lone Parent Families 10.7 75.6
Top 5 NESB Languages
Other Languages 7.2 109.4
Chinese 4.3 135.4
Italian 1.8 120.0
South Asian 1.6 77.6
Greek 1.6 130.1
Copyright Robert Dommett & Associates Pty Ltd 201331
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)
Economics... Demographics...
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
2.0% (161,465) 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
Most authentic
Latest
Most popular
Most stylish
Brand leader
Recommended by experts
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...
Social Economic Status Seg % Index
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
Liv ing at Home 5.0 54.1
Young Independents 43.9 339.7
Young Families 8.9 69.1
Middle Aged Families 8.7 54.1
Mature Families 9.6 56.9
Mature Independents 13.9 91.6
Early Seniors 5.6 59.1
Late Seniors 4.4 59.6
Tenure Type
Own 18.0 54.3
Mortgage 24.6 68.2
Rent 57.3 187.0
Other Characteristics
4+ Bedrooms 7.0 22.8
Flat 4+ Storeys 14.0 385.1
Different Address 5 yrs Ago 63.8 153.1
Use Public Transport 31.4 304.3
Both Parents Born Overseas 43.4 126.4
Work in Agriculture 0.2 6.9
Attend University F/T 7.2 238.2
Lone Parent Families 10.3 72.5
Top 5 NESB Languages
Other Languages 9.4 142.7
Chinese 4.2 132.6
South Asian 2.3 107.7
Greek 1.9 157.2
Italian 1.6 110.1
Copyright Robert Dommett & Associates Pty Ltd 201332
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
Economics... Demographics...
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
1.1% (89,019) 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
Most stylish
Most authentic
Recommended by experts
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...
Social Economic Status Seg % Index
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
Liv ing at Home 15.9 172.0
Young Independents 6.5 50.5
Young Families 5.9 45.7
Middle Aged Families 15.6 97.3
Mature Families 28.0 165.4
Mature Independents 11.8 78.0
Early Seniors 9.8 104.4
Late Seniors 6.5 87.8
Tenure Type
Own 47.2 142.1
Mortgage 39.2 108.5
Rent 13.6 44.3
Other Characteristics
4+ Bedrooms 64.0 207.3
Flat 4+ Storeys 0.2 4.6
Different Address 5 yrs Ago 30.4 73.0
Use Public Transport 13.9 134.5
Both Parents Born Overseas 57.6 167.9
Work in Agriculture 0.2 8.3
Attend University F/T 6.1 202.7
Lone Parent Families 8.9 62.5
Top 5 NESB Languages
Chinese 17.2 540.6
Other Languages 8.0 121.8
South Asian 5.3 250.5
Greek 2.6 211.5
Middle Eastern 2.5 114.0
Copyright Robert Dommett & Associates Pty Ltd 201333
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)
Economics... Demographics...
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...
1.1% (89,922) 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
Most popular
Latest
Most stylish
Most authentic
Brand leader
Cheapest
Recommended by experts
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 3.2 34.8
Young Independents 57.6 445.4
Young Families 7.3 56.1
Middle Aged Families 6.7 41.9
Mature Families 6.3 37.5
Mature Independents 13.1 86.9
Early Seniors 3.5 37.4
Late Seniors 2.2 29.6
Tenure Type
Own 11.2 33.8
Mortgage 23.4 64.7
Rent 65.4 213.3
Other Characteristics
4+ Bedrooms 2.0 6.4
Flat 4+ Storeys 74.5 2,053.8
Different Address 5 yrs Ago 77.4 185.7
Use Public Transport 32.2 312.8
Both Parents Born Overseas 60.6 176.5
Work in Agriculture 0.1 4.8
Attend University F/T 10.2 339.7
Lone Parent Families 7.5 53.1
Top 5 NESB Languages
Other Languages 13.8 209.1
Chinese 12.2 382.0
South Asian 3.6 167.8
Filipino 3.3 316.4
Middle Eastern 2.0 91.1
Copyright Robert Dommett & Associates Pty Ltd 201334
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)
Economics... Demographics...
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...
1.8% (142,435) 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
Most stylish
Recommended by experts
Most reward points
Most authentic
Best performing
Best customer service
Brand leader
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 14.5 156.8
Young Independents 3.9 30.5
Young Families 6.2 47.8
Middle Aged Families 17.7 110.8
Mature Families 28.1 166.2
Mature Independents 15.5 102.7
Early Seniors 9.2 98.1
Late Seniors 4.8 64.5
Tenure Type
Own 44.2 133.0
Mortgage 46.9 129.8
Rent 8.9 29.2
Other Characteristics
4+ Bedrooms 66.5 215.4
Flat 4+ Storeys 0.0 0.2
Different Address 5 yrs Ago 28.4 68.1
Use Public Transport 6.2 60.6
Both Parents Born Overseas 29.8 86.7
Work in Agriculture 0.7 29.1
Attend University F/T 3.8 126.5
Lone Parent Families 7.4 52.0
Top 5 NESB Languages
Other Languages 4.2 63.8
Copyright Robert Dommett & Associates Pty Ltd 201335
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)
Economics... Demographics...
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...
1.9% (157,680) 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
Most stylish
Most authentic
Latest
Most popular
Recommended by experts
Brand leader
Most reward points
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.5 70.1
Young Independents 29.7 229.3
Young Families 11.1 86.1
Middle Aged Families 10.6 66.4
Mature Families 12.3 72.8
Mature Independents 16.0 105.5
Early Seniors 7.4 78.7
Late Seniors 6.4 86.2
Tenure Type
Own 23.1 69.4
Mortgage 27.1 75.0
Rent 49.8 162.6
Other Characteristics
4+ Bedrooms 12.3 39.8
Flat 4+ Storeys 6.5 180.6
Different Address 5 yrs Ago 57.6 138.2
Use Public Transport 20.4 197.5
Both Parents Born Overseas 41.5 121.0
Work in Agriculture 0.3 10.0
Attend University F/T 6.7 223.1
Lone Parent Families 12.8 90.4
Top 5 NESB Languages
Other Languages 8.9 135.5
Chinese 4.7 148.2
South Asian 3.3 156.6
Italian 1.6 110.5
Greek 1.5 119.2
Copyright Robert Dommett & Associates Pty Ltd 201336
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)
Economics... Demographics...
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...
1.2% (97,604) 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
Most stylish
Recommended by experts
Most reward points
Most popular
Most authentic
Best performing
Brand leader
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 13.2 142.6
Young Independents 4.3 33.4
Young Families 9.3 71.7
Middle Aged Families 27.6 172.5
Mature Families 26.5 156.8
Mature Independents 11.2 73.9
Early Seniors 5.5 58.1
Late Seniors 2.4 33.0
Tenure Type
Own 28.0 84.3
Mortgage 61.4 169.9
Rent 10.6 34.6
Other Characteristics
4+ Bedrooms 77.7 251.8
Flat 4+ Storeys
Different Address 5 yrs Ago 37.1 89.0
Use Public Transport 6.9 66.5
Both Parents Born Overseas 37.2 108.4
Work in Agriculture 0.3 10.9
Attend University F/T 3.3 108.3
Lone Parent Families 6.7 47.1
Top 5 NESB Languages
Other Languages 5.8 87.6
South Asian 2.5 118.3
Chinese 2.5 77.2
Middle Eastern 1.5 68.4
Italian 1.2 81.5
Copyright Robert Dommett & Associates Pty Ltd 201337
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 ®ional 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)
Economics... Demographics...
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...
1.8% (142,605) 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
Best customer service
Most stylish
Best performing
Australian made
Most authentic
Most environmentally friendly
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 8.4 91.4
Young Independents 5.3 41.3
Young Families 6.7 52.0
Middle Aged Families 14.9 92.9
Mature Families 19.9 117.3
Mature Independents 20.8 137.4
Early Seniors 14.7 156.4
Late Seniors 9.3 124.8
Tenure Type
Own 48.0 144.6
Mortgage 35.9 99.4
Rent 16.0 52.3
Other Characteristics
4+ Bedrooms 44.2 143.2
Flat 4+ Storeys 0.6 17.6
Different Address 5 yrs Ago 35.1 84.1
Use Public Transport 5.5 53.1
Both Parents Born Overseas 26.3 76.7
Work in Agriculture 1.5 59.1
Attend University F/T 2.7 89.5
Lone Parent Families 9.1 64.2
Top 5 NESB Languages
Other Languages 3.9 58.6
Copyright Robert Dommett & Associates Pty Ltd 201338
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)
Economics... Demographics...
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...
1.3% (107,455) 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
Most authentic
Most stylish
Latest
Most popular
Recommended by experts
Brand leader
Most reward points
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 9.4 101.4
Young Independents 18.2 140.6
Young Families 10.9 84.1
Middle Aged Families 15.9 99.4
Mature Families 16.3 96.1
Mature Independents 13.2 87.5
Early Seniors 7.9 84.1
Late Seniors 8.3 111.2
Tenure Type
Own 32.6 98.2
Mortgage 32.4 89.5
Rent 35.0 114.3
Other Characteristics
4+ Bedrooms 15.6 50.4
Flat 4+ Storeys 1.4 38.9
Different Address 5 yrs Ago 40.8 97.9
Use Public Transport 24.1 233.5
Both Parents Born Overseas 46.2 134.4
Work in Agriculture 0.2 8.1
Attend University F/T 4.8 158.1
Lone Parent Families 12.4 87.5
Top 5 NESB Languages
Other Languages 8.1 123.1
Greek 6.7 542.5
Italian 5.3 361.0
Chinese 4.5 140.7
Middle Eastern 2.7 122.3
Copyright Robert Dommett & Associates Pty Ltd 201339
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)
Economics... Demographics...
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...
2.1% (171,987) 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
Most stylish
Most reward points
Recommended by experts
Brand leader
Most authentic
Best performing
Most comfortable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 8.9 96.8
Young Independents 11.1 86.0
Young Families 14.7 113.5
Middle Aged Families 20.2 126.4
Mature Families 17.8 105.5
Mature Independents 14.1 93.4
Early Seniors 7.2 76.6
Late Seniors 5.8 78.2
Tenure Type
Own 29.5 88.9
Mortgage 43.8 121.2
Rent 26.7 87.0
Other Characteristics
4+ Bedrooms 31.9 103.5
Flat 4+ Storeys 0.4 10.8
Different Address 5 yrs Ago 41.1 98.5
Use Public Transport 10.8 104.3
Both Parents Born Overseas 29.9 87.2
Work in Agriculture 0.3 12.4
Attend University F/T 3.2 105.3
Lone Parent Families 12.9 90.7
Top 5 NESB Languages
Other Languages 6.0 91.0
Copyright Robert Dommett & Associates Pty Ltd 201340
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
Economics... Demographics...
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...
2.2% (180,670) 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 authentic
Most stylish
Best performing
Brand leader
Best customer service
Best quality
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 11.8 127.5
Young Independents 7.5 57.7
Young Families 8.6 66.4
Middle Aged Families 17.3 108.1
Mature Families 20.9 123.8
Mature Independents 12.5 82.6
Early Seniors 11.4 121.2
Late Seniors 10.0 134.8
Tenure Type
Own 45.4 136.9
Mortgage 36.4 100.8
Rent 18.1 59.1
Other Characteristics
4+ Bedrooms 35.1 113.8
Flat 4+ Storeys 0.3 8.1
Different Address 5 yrs Ago 30.2 72.4
Use Public Transport 12.7 123.3
Both Parents Born Overseas 44.7 130.1
Work in Agriculture 0.2 8.3
Attend University F/T 3.5 116.2
Lone Parent Families 11.1 78.5
Top 5 NESB Languages
Other Languages 7.9 120.5
Chinese 6.9 215.6
Greek 4.3 344.5
Italian 4.1 279.0
Middle Eastern 2.4 108.9
Copyright Robert Dommett & Associates Pty Ltd 201341
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
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
Most stylish
Latest
Most popular
Most reward points
Recommended by family/friends
Most authentic
Recommended by experts
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)
Economics... Demographics...
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...
1.2% (96,130) of all Australian householdsGeography...
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 8.7 94.2
Young Independents 12.4 95.8
Young Families 30.3 233.8
Middle Aged Families 24.7 154.6
Mature Families 13.5 79.7
Mature Independents 6.6 43.8
Early Seniors 2.8 29.2
Late Seniors 1.0 13.8
Tenure Type
Own 11.7 35.2
Mortgage 65.6 181.5
Rent 22.7 74.1
Other Characteristics
4+ Bedrooms 61.4 199.0
Flat 4+ Storeys 0.3 8.2
Different Address 5 yrs Ago 72.1 172.8
Use Public Transport 11.1 107.8
Both Parents Born Overseas 58.1 169.2
Work in Agriculture 0.3 11.4
Attend University F/T 2.9 95.2
Lone Parent Families 9.2 64.7
Top 5 NESB Languages
Other Languages 11.9 180.0
South Asian 9.7 455.2
Chinese 5.9 184.7
Filipino 4.1 387.2
Middle Eastern 3.7 168.2
Copyright Robert Dommett & Associates Pty Ltd 201342
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
Economics... Demographics...
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...
0.7% (55,260) 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
Latest
Most popular
Most authentic
Most stylish
Cheapest
Brand leader
Recommended by experts
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.2 67.4
Young Independents 61.2 473.1
Young Families 7.6 58.8
Middle Aged Families 4.8 29.9
Mature Families 6.9 40.9
Mature Independents 6.8 44.8
Early Seniors 3.3 35.0
Late Seniors 3.2 42.9
Tenure Type
Own 15.2 45.8
Mortgage 16.1 44.5
Rent 68.7 224.2
Other Characteristics
4+ Bedrooms 9.0 29.1
Flat 4+ Storeys 51.4 1,416.5
Different Address 5 yrs Ago 77.2 185.2
Use Public Transport 30.8 298.7
Both Parents Born Overseas 72.5 211.0
Work in Agriculture 0.3 10.7
Attend University F/T 34.2 1,137.6
Lone Parent Families 11.4 80.2
Top 5 NESB Languages
Chinese 28.4 889.3
Other Languages 12.6 190.8
Filipino 6.6 619.8
South Asian 4.5 214.0
Middle Eastern 3.2 145.8
Copyright Robert Dommett & Associates Pty Ltd 201343
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)
Economics... Demographics...
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...
3.1% (247,675) 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
Best customer service
Best performing
Brand leader
Safest
Most comfortable
Australian made
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 10.6 115.1
Young Independents 5.5 42.4
Young Families 10.3 79.2
Middle Aged Families 19.4 121.3
Mature Families 21.6 127.6
Mature Independents 16.3 107.4
Early Seniors 10.1 107.8
Late Seniors 6.2 84.0
Tenure Type
Own 39.0 117.5
Mortgage 46.6 128.9
Rent 14.4 47.0
Other Characteristics
4+ Bedrooms 47.3 153.3
Flat 4+ Storeys 0.1 1.8
Different Address 5 yrs Ago 33.2 79.6
Use Public Transport 6.6 64.1
Both Parents Born Overseas 24.6 71.8
Work in Agriculture 0.8 30.6
Attend University F/T 2.5 82.4
Lone Parent Families 10.3 72.9
Top 5 NESB Languages
Other Languages 3.7 56.1
Copyright Robert Dommett & Associates Pty Ltd 201344
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)
Economics... Demographics...
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
1.7% (137,674) 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
Latest
Most stylish
Recommended by experts
Most popular
Recommended by family/friends
Safest
Brand leader
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Top 5 geoTribes...
Social Economic Status Seg % Index
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
Liv ing at Home 8.6 92.8
Young Independents 5.6 43.2
Young Families 18.4 142.4
Middle Aged Families 31.1 194.6
Mature Families 18.8 111.1
Mature Independents 10.6 70.1
Early Seniors 4.9 52.4
Late Seniors 1.9 25.9
Tenure Type
Own 18.4 55.3
Mortgage 63.8 176.4
Rent 17.9 58.3
Other Characteristics
4+ Bedrooms 75.6 245.1
Flat 4+ Storeys 0.0 0.1
Different Address 5 yrs Ago 54.2 129.9
Use Public Transport 4.7 45.7
Both Parents Born Overseas 30.2 88.0
Work in Agriculture 0.5 19.8
Attend University F/T 1.7 57.8
Lone Parent Families 8.4 59.2
Top 5 NESB Languages
Other Languages 4.5 68.6
Copyright Robert Dommett & Associates Pty Ltd 201345
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
Economics... Demographics...
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
1.2% (96,554) 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
Most authentic
Latest
Most stylish
Most popular
Cheapest
Recommended by experts
Best quality
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Top 5 geoTribes...
Social Economic Status Seg % Index
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
Liv ing at Home 12.6 136.6
Young Independents 16.0 123.8
Young Families 9.1 70.5
Middle Aged Families 13.9 86.7
Mature Families 21.1 124.5
Mature Independents 10.8 71.3
Early Seniors 8.8 94.0
Late Seniors 7.7 103.6
Tenure Type
Own 37.4 112.5
Mortgage 32.3 89.4
Rent 30.3 98.9
Other Characteristics
4+ Bedrooms 31.6 102.4
Flat 4+ Storeys 3.2 87.2
Different Address 5 yrs Ago 41.7 100.1
Use Public Transport 22.9 222.6
Both Parents Born Overseas 68.5 199.6
Work in Agriculture 0.1 5.9
Attend University F/T 6.9 229.7
Lone Parent Families 13.1 92.8
Top 5 NESB Languages
Chinese 27.1 849.3
Other Languages 10.9 164.8
South Asian 6.0 281.6
Middle Eastern 3.9 174.9
Greek 2.8 228.9
Copyright Robert Dommett & Associates Pty Ltd 201346
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
Economics... Demographics...
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...
1.0% (82,369) 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
Latest
Most popular
Most authentic
Most stylish
Cheapest
Brand leader
Favourite brand
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.8 73.7
Young Independents 40.1 309.8
Young Families 12.9 99.2
Middle Aged Families 11.7 73.0
Mature Families 11.8 70.0
Mature Independents 8.7 57.5
Early Seniors 4.4 46.7
Late Seniors 3.7 49.3
Tenure Type
Own 14.8 44.6
Mortgage 25.9 71.5
Rent 59.3 193.5
Other Characteristics
4+ Bedrooms 3.6 11.6
Flat 4+ Storeys 37.5 1,033.3
Different Address 5 yrs Ago 64.9 155.6
Use Public Transport 43.9 426.4
Both Parents Born Overseas 83.7 243.7
Work in Agriculture 0.2 6.3
Attend University F/T 7.5 250.4
Lone Parent Families 12.7 89.6
Top 5 NESB Languages
Chinese 25.3 793.3
South Asian 20.1 950.1
Other Languages 17.1 259.9
Middle Eastern 4.1 187.2
Filipino 3.6 335.4
Copyright Robert Dommett & Associates Pty Ltd 201347
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)
Economics... Demographics...
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...
0.7% (57,826) 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
Most stylish
Cheapest
Most reward points
Recommended by experts
Most comfortable
Best quality
Best performing
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.2 67.4
Young Independents 13.2 102.0
Young Families 24.0 185.6
Middle Aged Families 21.9 137.0
Mature Families 13.9 82.4
Mature Independents 15.4 101.5
Early Seniors 3.6 38.8
Late Seniors 1.7 22.6
Tenure Type
Own 15.4 46.4
Mortgage 27.8 76.9
Rent 56.8 185.3
Other Characteristics
4+ Bedrooms 34.0 110.3
Flat 4+ Storeys 0.2 6.9
Different Address 5 yrs Ago 62.9 150.9
Use Public Transport 9.1 88.0
Both Parents Born Overseas 22.1 64.4
Work in Agriculture 0.8 31.7
Attend University F/T 0.4 12.6
Lone Parent Families 9.4 66.2
Top 5 NESB Languages
Other Languages 4.7 71.8
Filipino 1.5 144.3
South Asian 0.7 30.9
Chinese 0.5 17.1
Italian 0.2 16.9
Copyright Robert Dommett & Associates Pty Ltd 201348
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)
Economics... Demographics...
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...
2.8% (225,656) 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 authentic
Most stylish
Best customer service
Recommended by family/friends
Best performing
Most comfortable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 8.1 87.6
Young Independents 13.3 102.5
Young Families 13.0 100.2
Middle Aged Families 14.5 90.6
Mature Families 15.2 89.8
Mature Independents 15.9 104.9
Early Seniors 9.6 101.6
Late Seniors 10.6 142.2
Tenure Type
Own 32.7 98.4
Mortgage 33.9 93.8
Rent 33.4 109.0
Other Characteristics
4+ Bedrooms 18.7 60.6
Flat 4+ Storeys 0.6 15.3
Different Address 5 yrs Ago 44.0 105.5
Use Public Transport 10.5 102.3
Both Parents Born Overseas 29.8 86.8
Work in Agriculture 0.5 18.2
Attend University F/T 3.1 104.0
Lone Parent Families 15.9 112.0
Top 5 NESB Languages
Other Languages 5.8 88.0
Chinese 2.0 63.2
Italian 1.6 105.9
South Asian 1.5 70.3
Greek 1.1 92.6
Copyright Robert Dommett & Associates Pty Ltd 201349
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
Economics... Demographics...
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...
1.0% (83,599) 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
Most authentic
Recommended by experts
Recommended by family/friends
Safest
Latest
Best quality
Best performing
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 13.2 142.7
Young Independents 8.5 65.4
Young Families 8.8 67.7
Middle Aged Families 15.7 98.3
Mature Families 20.0 118.1
Mature Independents 11.9 78.5
Early Seniors 11.6 123.7
Late Seniors 10.4 139.8
Tenure Type
Own 46.4 139.7
Mortgage 32.0 88.6
Rent 21.6 70.5
Other Characteristics
4+ Bedrooms 27.4 88.8
Flat 4+ Storeys 1.0 26.5
Different Address 5 yrs Ago 29.5 70.8
Use Public Transport 17.4 169.2
Both Parents Born Overseas 61.3 178.5
Work in Agriculture 0.1 4.6
Attend University F/T 3.5 116.8
Lone Parent Families 12.7 89.5
Top 5 NESB Languages
Greek 15.2 1,227.4
Other Languages 11.1 168.2
Chinese 8.9 279.0
Middle Eastern 7.1 324.2
Italian 4.2 287.5
Copyright Robert Dommett & Associates Pty Ltd 201350
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)
Economics... Demographics...
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...
2.0% (162,485) 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
Latest
Most popular
Most authentic
Cheapest
Most stylish
Brand leader
Favourite brand
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 4.9 53.6
Young Independents 36.5 281.9
Young Families 11.6 89.3
Middle Aged Families 8.7 54.1
Mature Families 8.5 50.3
Mature Independents 16.9 111.5
Early Seniors 6.9 73.0
Late Seniors 6.1 82.3
Tenure Type
Own 15.3 46.1
Mortgage 22.4 62.0
Rent 62.3 203.2
Other Characteristics
4+ Bedrooms 4.6 14.9
Flat 4+ Storeys 16.5 456.2
Different Address 5 yrs Ago 66.0 158.4
Use Public Transport 19.2 186.7
Both Parents Born Overseas 45.6 132.8
Work in Agriculture 0.3 13.6
Attend University F/T 5.4 178.1
Lone Parent Families 16.9 119.5
Top 5 NESB Languages
Other Languages 11.2 169.9
South Asian 4.8 227.8
Chinese 4.3 134.7
Filipino 2.1 195.6
Middle Eastern 2.0 89.3
Copyright Robert Dommett & Associates Pty Ltd 201351
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)
Economics... Demographics...
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...
2.5% (206,940) 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
Most environmentally friendly
Australian made
Best customer service
Best warranty
Safest
Recommended by experts
Most durable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 10.6 115.2
Young Independents 4.7 36.4
Young Families 11.7 90.2
Middle Aged Families 22.5 140.8
Mature Families 22.3 131.7
Mature Independents 16.5 108.8
Early Seniors 8.0 85.2
Late Seniors 3.7 49.7
Tenure Type
Own 31.7 95.5
Mortgage 56.1 155.3
Rent 12.2 39.7
Other Characteristics
4+ Bedrooms 57.3 185.7
Flat 4+ Storeys 0.0 0.2
Different Address 5 yrs Ago 34.8 83.4
Use Public Transport 2.9 28.4
Both Parents Born Overseas 20.4 59.5
Work in Agriculture 2.0 77.9
Attend University F/T 1.7 55.1
Lone Parent Families 8.9 62.9
Top 5 NESB Languages
Other Languages 2.6 40.1
Copyright Robert Dommett & Associates Pty Ltd 201352
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
Economics... Demographics...
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...
0.7% (58,796) 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
Most environmentally friendly
Australian made
Cheapest
Best customer service
Safest
Best warranty
Best performing
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 13.5 146.1
Young Independents 5.0 38.6
Young Families 7.5 58.1
Middle Aged Families 15.8 98.7
Mature Families 23.7 139.9
Mature Independents 17.7 117.2
Early Seniors 11.2 119.1
Late Seniors 5.6 75.5
Tenure Type
Own 43.9 132.3
Mortgage 39.9 110.3
Rent 16.2 52.9
Other Characteristics
4+ Bedrooms 57.2 185.3
Flat 4+ Storeys
Different Address 5 yrs Ago 27.7 66.5
Use Public Transport 2.6 25.5
Both Parents Born Overseas 28.7 83.5
Work in Agriculture 5.0 197.0
Attend University F/T 2.1 69.5
Lone Parent Families 9.6 67.5
Top 5 NESB Languages
Other Languages 5.1 77.4
Italian 2.4 166.2
Chinese 1.0 31.0
Middle Eastern 0.9 41.3
Vietnamese 0.6 47.9
Copyright Robert Dommett & Associates Pty Ltd 201353
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)
Economics... Demographics...
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...
2.3% (185,773) 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
Most popular
Latest
Recommended by family/friends
Recommended by experts
Most stylish
Safest
Most comfortable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 7.5 81.4
Young Independents 9.8 76.1
Young Families 31.0 239.0
Middle Aged Families 23.4 146.0
Mature Families 13.7 80.8
Mature Independents 9.0 59.4
Early Seniors 4.0 42.4
Late Seniors 1.7 22.7
Tenure Type
Own 12.0 36.1
Mortgage 54.9 151.9
Rent 33.1 108.0
Other Characteristics
4+ Bedrooms 58.1 188.3
Flat 4+ Storeys 0.1 3.8
Different Address 5 yrs Ago 67.5 161.9
Use Public Transport 5.2 50.9
Both Parents Born Overseas 29.7 86.5
Work in Agriculture 0.6 23.9
Attend University F/T 1.7 57.8
Lone Parent Families 13.9 98.4
Top 5 NESB Languages
Other Languages 5.3 80.8
South Asian 1.2 58.4
Filipino 1.1 101.2
Chinese 0.8 24.3
Middle Eastern 0.7 31.1
Copyright Robert Dommett & Associates Pty Ltd 201354
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
Economics... Demographics...
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...
0.7% (54,229) 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
Latest
Most popular
Cheapest
Recommended by family/friends
Safest
Best warranty
Best quality
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 18.0 195.7
Young Independents 5.4 41.4
Young Families 9.0 69.8
Middle Aged Families 19.4 121.3
Mature Families 27.1 160.4
Mature Independents 10.7 70.9
Early Seniors 6.9 73.0
Late Seniors 3.4 45.9
Tenure Type
Own 40.4 121.8
Mortgage 48.5 134.0
Rent 11.1 36.3
Other Characteristics
4+ Bedrooms 58.8 190.4
Flat 4+ Storeys 0.0 0.5
Different Address 5 yrs Ago 23.8 57.0
Use Public Transport 6.6 63.6
Both Parents Born Overseas 59.2 172.3
Work in Agriculture 0.4 15.8
Attend University F/T 3.6 119.7
Lone Parent Families 9.9 70.1
Top 5 NESB Languages
Other Languages 15.2 229.9
Middle Eastern 8.1 366.3
Italian 6.8 461.8
Greek 3.5 286.0
South Asian 3.5 165.5
Copyright Robert Dommett & Associates Pty Ltd 201355
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)
Economics... Demographics...
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...
4.3% (352,878) 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
Australian made
Best warranty
Safest
Best customer service
Best discounts
Recommended by family/friends
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 10.0 108.9
Young Independents 8.0 61.7
Young Families 14.8 114.3
Middle Aged Families 17.2 107.8
Mature Families 18.2 107.7
Mature Independents 16.1 106.7
Early Seniors 9.5 101.1
Late Seniors 6.0 81.3
Tenure Type
Own 32.2 97.1
Mortgage 44.8 124.0
Rent 22.9 74.9
Other Characteristics
4+ Bedrooms 33.7 109.2
Flat 4+ Storeys 0.1 2.3
Different Address 5 yrs Ago 38.3 92.0
Use Public Transport 6.7 65.2
Both Parents Born Overseas 27.6 80.3
Work in Agriculture 0.6 21.8
Attend University F/T 2.1 70.3
Lone Parent Families 15.2 107.2
Top 5 NESB Languages
Other Languages 4.4 66.6
Copyright Robert Dommett & Associates Pty Ltd 201356
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)
Economics... Demographics...
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...
1.4% (111,156) 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
Australian made
Most environmentally friendly
Best customer service
Best warranty
Safest
Most durable
Best performing
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 5.2 56.4
Young Independents 6.3 48.4
Young Families 8.3 64.0
Middle Aged Families 14.9 93.0
Mature Families 15.4 91.3
Mature Independents 27.4 181.1
Early Seniors 13.8 146.8
Late Seniors 8.7 117.1
Tenure Type
Own 42.5 127.9
Mortgage 31.2 86.3
Rent 26.3 86.0
Other Characteristics
4+ Bedrooms 25.9 83.9
Flat 4+ Storeys 0.4 11.1
Different Address 5 yrs Ago 40.4 96.9
Use Public Transport 2.7 26.2
Both Parents Born Overseas 21.7 63.3
Work in Agriculture 4.0 158.9
Attend University F/T 1.2 38.6
Lone Parent Families 15.0 105.9
Top 5 NESB Languages
Other Languages 3.4 51.6
Copyright Robert Dommett & Associates Pty Ltd 201357
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)
Economics... Demographics...
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...
1.9% (154,197) 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
Most environmentally friendly
Australian made
Best customer service
Best warranty
Cheapest
Safest
Most durable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 7.3 79.5
Young Independents 4.2 32.3
Young Families 8.5 65.8
Middle Aged Families 17.4 108.6
Mature Families 19.1 112.8
Mature Independents 25.0 165.0
Early Seniors 12.6 133.4
Late Seniors 6.0 80.4
Tenure Type
Own 45.3 136.5
Mortgage 40.4 111.6
Rent 14.3 46.8
Other Characteristics
4+ Bedrooms 43.4 140.6
Flat 4+ Storeys 0.0 0.3
Different Address 5 yrs Ago 30.9 74.2
Use Public Transport 1.2 11.6
Both Parents Born Overseas 15.3 44.5
Work in Agriculture 11.3 444.6
Attend University F/T 1.1 35.7
Lone Parent Families 8.2 57.9
Top 5 NESB Languages
Other Languages 1.9 29.4
Copyright Robert Dommett & Associates Pty Ltd 201358
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)
Economics... Demographics...
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...
1.9% (153,980) 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
Most popular
Latest
Most authentic
Cheapest
Most stylish
Recommended by family/friends
Best quality
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 9.3 101.3
Young Independents 21.5 166.6
Young Families 14.2 109.8
Middle Aged Families 12.2 76.5
Mature Families 13.3 78.5
Mature Independents 13.0 86.2
Early Seniors 7.9 84.2
Late Seniors 8.4 113.3
Tenure Type
Own 26.5 79.9
Mortgage 28.6 79.2
Rent 44.9 146.3
Other Characteristics
4+ Bedrooms 13.6 43.9
Flat 4+ Storeys 1.6 44.0
Different Address 5 yrs Ago 48.9 117.2
Use Public Transport 19.3 187.0
Both Parents Born Overseas 56.9 165.8
Work in Agriculture 0.5 20.1
Attend University F/T 5.5 183.4
Lone Parent Families 17.5 123.8
Top 5 NESB Languages
Other Languages 11.7 178.0
South Asian 7.5 351.9
Chinese 6.9 216.8
Middle Eastern 4.6 209.0
Italian 3.4 234.9
Copyright Robert Dommett & Associates Pty Ltd 201359
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
Economics... Demographics...
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...
0.9% (69,554) 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
Most authentic
Safest
Recommended by family/friends
Best warranty
Most popular
Australian made
Best quality
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 12.0 130.5
Young Independents 8.8 67.7
Young Families 9.2 71.0
Middle Aged Families 13.3 83.0
Mature Families 17.6 104.0
Mature Independents 12.7 84.1
Early Seniors 13.4 142.4
Late Seniors 13.0 175.1
Tenure Type
Own 50.8 153.0
Mortgage 26.1 72.3
Rent 23.1 75.3
Other Characteristics
4+ Bedrooms 26.0 84.2
Flat 4+ Storeys 0.2 4.3
Different Address 5 yrs Ago 28.6 68.6
Use Public Transport 11.2 108.6
Both Parents Born Overseas 56.8 165.3
Work in Agriculture 1.3 49.6
Attend University F/T 2.9 95.4
Lone Parent Families 13.2 93.0
Top 5 NESB Languages
Italian 19.0 1,292.5
Other Languages 8.6 131.0
Middle Eastern 5.2 237.0
Greek 4.9 394.2
Chinese 3.1 96.9
Copyright Robert Dommett & Associates Pty Ltd 201360
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)
Economics... Demographics...
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...
3.1% (252,026) 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
Australian made
Favourite brand
Most environmentally friendly
Best customer service
Most comfortable
Best discounts
Most popular
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.5 70.3
Young Independents 16.2 125.3
Young Families 13.3 102.6
Middle Aged Families 11.6 72.7
Mature Families 11.9 70.3
Mature Independents 20.0 132.3
Early Seniors 10.4 110.2
Late Seniors 10.1 136.1
Tenure Type
Own 27.0 81.3
Mortgage 25.5 70.5
Rent 47.5 155.1
Other Characteristics
4+ Bedrooms 13.0 42.1
Flat 4+ Storeys 3.4 93.0
Different Address 5 yrs Ago 52.6 126.2
Use Public Transport 5.4 52.2
Both Parents Born Overseas 24.4 71.0
Work in Agriculture 1.2 46.5
Attend University F/T 2.9 97.0
Lone Parent Families 21.1 148.8
Top 5 NESB Languages
Other Languages 5.0 75.1
Copyright Robert Dommett & Associates Pty Ltd 201361
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)
Economics... Demographics...
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...
4.4% (359,182) 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
Australian made
Best warranty
Most environmentally friendly
Best customer service
Safest
Most comfortable
Most durable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 7.2 78.5
Young Independents 6.2 47.7
Young Families 12.0 92.3
Middle Aged Families 14.9 92.9
Mature Families 15.5 91.4
Mature Independents 19.1 126.1
Early Seniors 13.9 147.6
Late Seniors 11.3 152.5
Tenure Type
Own 42.5 128.1
Mortgage 34.2 94.6
Rent 23.3 76.0
Other Characteristics
4+ Bedrooms 31.0 100.6
Flat 4+ Storeys 0.1 1.9
Different Address 5 yrs Ago 38.4 92.1
Use Public Transport 2.8 26.8
Both Parents Born Overseas 17.5 51.0
Work in Agriculture 2.1 82.3
Attend University F/T 1.4 45.1
Lone Parent Families 14.2 100.5
Top 5 NESB Languages
Other Languages 2.4 37.1
Copyright Robert Dommett & Associates Pty Ltd 201362
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
Economics... Demographics...
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...
0.8% (68,545) 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
Latest
Most popular
Recommended by family/friends
Most stylish
Cheapest
Best quality
Most authentic
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 14.0 152.3
Young Independents 10.0 77.0
Young Families 18.5 142.5
Middle Aged Families 22.1 138.4
Mature Families 21.0 124.1
Mature Independents 7.8 51.3
Early Seniors 4.2 45.2
Late Seniors 2.4 32.1
Tenure Type
Own 18.3 55.0
Mortgage 59.6 164.8
Rent 22.2 72.3
Other Characteristics
4+ Bedrooms 48.0 155.6
Flat 4+ Storeys 0.1 3.0
Different Address 5 yrs Ago 40.2 96.5
Use Public Transport 14.0 135.7
Both Parents Born Overseas 71.2 207.3
Work in Agriculture 0.4 14.3
Attend University F/T 3.1 102.0
Lone Parent Families 12.7 89.7
Top 5 NESB Languages
Other Languages 15.2 230.4
South Asian 13.4 634.1
Middle Eastern 8.8 401.5
Filipino 8.2 770.7
Vietnamese 4.1 321.9
Copyright Robert Dommett & Associates Pty Ltd 201363
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)
Economics... Demographics...
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...
1.8% (148,416) 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
Latest
Most popular
Recommended by family/friends
Best warranty
Safest
Best discounts
Favourite brand
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 14.1 153.4
Young Independents 7.9 61.0
Young Families 15.3 118.5
Middle Aged Families 20.0 124.8
Mature Families 22.0 130.2
Mature Independents 11.3 74.4
Early Seniors 6.0 63.5
Late Seniors 3.4 45.5
Tenure Type
Own 24.9 75.0
Mortgage 53.7 148.5
Rent 21.4 69.9
Other Characteristics
4+ Bedrooms 39.5 127.9
Flat 4+ Storeys 0.0 0.6
Different Address 5 yrs Ago 33.6 80.6
Use Public Transport 9.2 89.5
Both Parents Born Overseas 46.9 136.5
Work in Agriculture 0.4 17.3
Attend University F/T 2.5 83.2
Lone Parent Families 15.2 107.0
Top 5 NESB Languages
Other Languages 10.2 154.0
South Asian 5.0 236.9
Middle Eastern 4.5 206.3
Chinese 2.7 85.4
Filipino 2.6 241.0
Copyright Robert Dommett & Associates Pty Ltd 201364
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)
Economics... Demographics...
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...
1.6% (132,299) 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
Australian made
Most environmentally friendly
Best customer service
Best warranty
Safest
Best value
Most durable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 3.9 42.3
Young Independents 4.2 32.7
Young Families 6.1 46.9
Middle Aged Families 8.8 54.8
Mature Families 10.5 61.8
Mature Independents 24.0 158.9
Early Seniors 24.2 256.8
Late Seniors 18.4 247.3
Tenure Type
Own 56.8 171.2
Mortgage 21.2 58.6
Rent 22.0 71.7
Other Characteristics
4+ Bedrooms 23.3 75.6
Flat 4+ Storeys 1.8 49.2
Different Address 5 yrs Ago 41.7 100.1
Use Public Transport 2.3 21.9
Both Parents Born Overseas 21.9 63.8
Work in Agriculture 3.4 132.3
Attend University F/T 0.8 25.0
Lone Parent Families 11.8 83.3
Top 5 NESB Languages
Other Languages 2.4 37.0
Copyright Robert Dommett & Associates Pty Ltd 201365
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.
Economics... Demographics...
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...
1.1% (93,318) 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
Australian made
Most environmentally friendly
Best warranty
Cheapest
Best customer service
Most durable
Most comfortable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.1 65.8
Young Independents 4.7 36.2
Young Families 10.3 79.8
Middle Aged Families 17.5 109.4
Mature Families 17.4 102.7
Mature Independents 24.8 163.7
Early Seniors 12.8 135.9
Late Seniors 6.5 87.4
Tenure Type
Own 47.7 143.8
Mortgage 31.7 87.6
Rent 20.6 67.2
Other Characteristics
4+ Bedrooms 37.8 122.6
Flat 4+ Storeys
Different Address 5 yrs Ago 28.8 69.0
Use Public Transport 0.7 6.3
Both Parents Born Overseas 11.6 33.8
Work in Agriculture 38.6 1,518.1
Attend University F/T 0.7 24.9
Lone Parent Families 8.0 56.3
Top 5 NESB Languages
Other Languages 1.5 22.8
Copyright Robert Dommett & Associates Pty Ltd 201366
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)
Economics... Demographics...
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...
1.8% (148,893) 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
Best warranty
Safest
Most popular
Best discounts
Recommended by family/friends
Most authentic
Australian made
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 12.3 133.3
Young Independents 9.4 72.3
Young Families 11.8 90.8
Middle Aged Families 13.8 86.0
Mature Families 18.3 107.9
Mature Independents 14.1 93.4
Early Seniors 11.2 118.5
Late Seniors 9.3 125.0
Tenure Type
Own 39.5 118.8
Mortgage 33.0 91.3
Rent 27.5 89.8
Other Characteristics
4+ Bedrooms 23.2 75.1
Flat 4+ Storeys 0.2 4.8
Different Address 5 yrs Ago 32.5 77.9
Use Public Transport 10.8 104.5
Both Parents Born Overseas 49.8 145.1
Work in Agriculture 0.5 19.8
Attend University F/T 2.5 82.1
Lone Parent Families 17.7 124.6
Top 5 NESB Languages
Other Languages 12.0 182.6
Middle Eastern 5.4 243.1
Italian 3.9 268.9
South Asian 3.5 163.7
Chinese 3.1 97.7
Copyright Robert Dommett & Associates Pty Ltd 201367
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)
Economics... Demographics...
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...
3.5% (284,447) 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
Australian made
Best warranty
Favourite brand
Safest
Best customer service
Recommended by family/friends
Most environmentally friendly
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 9.4 101.4
Young Independents 6.6 51.3
Young Families 17.3 133.7
Middle Aged Families 19.1 119.3
Mature Families 17.8 105.1
Mature Independents 15.9 105.1
Early Seniors 8.6 91.9
Late Seniors 5.3 70.8
Tenure Type
Own 29.5 88.8
Mortgage 48.9 135.4
Rent 21.6 70.4
Other Characteristics
4+ Bedrooms 34.5 111.8
Flat 4+ Storeys 0.0 0.5
Different Address 5 yrs Ago 38.4 92.1
Use Public Transport 3.0 29.4
Both Parents Born Overseas 16.9 49.1
Work in Agriculture 1.9 73.1
Attend University F/T 1.2 39.9
Lone Parent Families 15.4 108.5
Top 5 NESB Languages
Other Languages 2.4 36.2
Copyright Robert Dommett & Associates Pty Ltd 201368
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)
Economics... Demographics...
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...
0.8% (63,096) 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
Most popular
Latest
Favourite brand
Recommended by family/friends
Cheapest
Best discounts
Most stylish
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 9.1 98.3
Young Independents 14.6 113.1
Young Families 25.9 200.1
Middle Aged Families 18.2 113.7
Mature Families 13.8 81.3
Mature Independents 10.4 69.0
Early Seniors 5.2 55.0
Late Seniors 2.8 37.9
Tenure Type
Own 11.5 34.6
Mortgage 29.5 81.7
Rent 59.0 192.5
Other Characteristics
4+ Bedrooms 36.1 117.0
Flat 4+ Storeys 0.3 8.9
Different Address 5 yrs Ago 67.4 161.6
Use Public Transport 7.2 69.5
Both Parents Born Overseas 40.5 118.1
Work in Agriculture 0.5 21.1
Attend University F/T 1.8 58.8
Lone Parent Families 23.8 167.9
Top 5 NESB Languages
Other Languages 10.2 155.1
South Asian 1.9 88.6
Filipino 1.3 123.9
Chinese 1.3 39.9
Middle Eastern 1.1 51.9
Copyright Robert Dommett & Associates Pty Ltd 201369
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
Economics... Demographics...
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...
0.8% (62,473) 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
Latest
Most popular
Most authentic
Favourite brand
Brand leader
Best discounts
Cheapest
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 10.7 116.1
Young Independents 13.5 104.6
Young Families 9.0 69.6
Middle Aged Families 9.9 62.0
Mature Families 15.5 91.6
Mature Independents 17.6 116.0
Early Seniors 12.2 130.1
Late Seniors 11.5 155.2
Tenure Type
Own 13.0 39.1
Mortgage 14.8 40.9
Rent 72.2 235.6
Other Characteristics
4+ Bedrooms 9.8 31.6
Flat 4+ Storeys 17.3 477.2
Different Address 5 yrs Ago 35.2 84.5
Use Public Transport 21.1 205.2
Both Parents Born Overseas 60.0 174.6
Work in Agriculture 0.4 15.3
Attend University F/T 3.0 99.6
Lone Parent Families 31.0 219.0
Top 5 NESB Languages
Other Languages 16.8 254.8
Middle Eastern 9.5 430.7
Vietnamese 7.3 570.4
Chinese 6.8 212.3
South Asian 2.8 133.2
Copyright Robert Dommett & Associates Pty Ltd 201370
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)
Economics... Demographics...
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...
1.1% (88,191) 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
Australian made
Most environmentally friendly
Best customer service
Favourite brand
Recommended by family/friends
Safest
Best value
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 2.2 24.0
Young Independents 4.1 31.6
Young Families 3.2 24.6
Middle Aged Families 3.9 24.3
Mature Families 5.7 33.4
Mature Independents 10.3 67.9
Early Seniors 21.4 227.4
Late Seniors 49.3 663.7
Tenure Type
Own 63.9 192.4
Mortgage 12.1 33.6
Rent 24.0 78.3
Other Characteristics
4+ Bedrooms 7.6 24.5
Flat 4+ Storeys 2.7 73.6
Different Address 5 yrs Ago 43.8 105.0
Use Public Transport 7.1 68.7
Both Parents Born Overseas 31.4 91.3
Work in Agriculture 1.0 37.9
Attend University F/T 0.9 30.9
Lone Parent Families 9.7 68.2
Top 5 NESB Languages
Other Languages 3.9 59.6
Copyright Robert Dommett & Associates Pty Ltd 201371
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
Economics... Demographics...
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...
0.8% (63,499) 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
Latest
Most popular
Most authentic
Cheapest
Favourite brand
Brand leader
Recommended by family/friends
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 9.7 105.5
Young Independents 23.5 181.4
Young Families 15.1 116.6
Middle Aged Families 14.1 88.3
Mature Families 15.6 92.1
Mature Independents 10.6 70.0
Early Seniors 6.3 66.6
Late Seniors 5.1 69.2
Tenure Type
Own 16.9 50.8
Mortgage 23.7 65.5
Rent 59.5 194.0
Other Characteristics
4+ Bedrooms 5.0 16.3
Flat 4+ Storeys 13.7 377.1
Different Address 5 yrs Ago 52.9 126.9
Use Public Transport 28.7 278.8
Both Parents Born Overseas 85.4 248.7
Work in Agriculture 0.4 15.9
Attend University F/T 3.7 122.3
Lone Parent Families 17.7 125.2
Top 5 NESB Languages
Middle Eastern 19.6 890.2
South Asian 18.3 861.3
Other Languages 17.6 267.0
Chinese 10.1 318.0
Filipino 4.3 404.4
Copyright Robert Dommett & Associates Pty Ltd 201372
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)
Economics... Demographics...
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...
3.0% (242,808) 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
Most popular
Best warranty
Safest
Favourite brand
Latest
Best discounts
Australian made
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 10.9 118.4
Young Independents 9.5 73.4
Young Families 18.2 140.8
Middle Aged Families 16.0 100.1
Mature Families 17.0 100.7
Mature Independents 14.5 95.8
Early Seniors 8.5 89.8
Late Seniors 5.4 72.1
Tenure Type
Own 23.9 71.9
Mortgage 41.2 114.0
Rent 34.9 113.9
Other Characteristics
4+ Bedrooms 24.4 79.0
Flat 4+ Storeys 0.1 1.8
Different Address 5 yrs Ago 41.7 99.9
Use Public Transport 6.9 66.6
Both Parents Born Overseas 28.9 84.1
Work in Agriculture 0.8 32.4
Attend University F/T 1.4 46.3
Lone Parent Families 23.7 167.0
Top 5 NESB Languages
Other Languages 5.9 90.1
South Asian 1.1 53.8
Filipino 1.1 104.7
Middle Eastern 1.0 47.0
Vietnamese 0.8 64.5
Copyright Robert Dommett & Associates Pty Ltd 201373
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)
Economics... Demographics...
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...
1.9% (152,455) 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
Australian made
Favourite brand
Most popular
Most reward points
Best discounts
Most environmentally friendly
Best customer service
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.7 72.3
Young Independents 13.6 104.9
Young Families 11.0 85.1
Middle Aged Families 9.7 60.7
Mature Families 11.2 66.5
Mature Independents 20.6 136.0
Early Seniors 13.1 139.2
Late Seniors 14.1 190.2
Tenure Type
Own 22.5 67.8
Mortgage 18.0 49.7
Rent 59.5 194.1
Other Characteristics
4+ Bedrooms 9.1 29.4
Flat 4+ Storeys 2.6 71.0
Different Address 5 yrs Ago 48.0 115.2
Use Public Transport 7.4 71.5
Both Parents Born Overseas 26.0 75.7
Work in Agriculture 1.6 63.8
Attend University F/T 1.7 58.1
Lone Parent Families 27.5 194.2
Top 5 NESB Languages
Other Languages 5.1 77.5
Copyright Robert Dommett & Associates Pty Ltd 201374
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)
Economics... Demographics...
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...
0.5% (36,594) 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
Australian made
Best warranty
Most environmentally friendly
Best customer service
Safest
Best value
Best discounts
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 5.3 57.1
Young Independents 7.9 61.4
Young Families 7.6 58.7
Middle Aged Families 9.7 60.5
Mature Families 11.5 68.0
Mature Independents 26.6 176.0
Early Seniors 18.9 201.0
Late Seniors 12.4 167.4
Tenure Type
Own 50.6 152.6
Mortgage 16.1 44.4
Rent 33.3 108.6
Other Characteristics
4+ Bedrooms 14.4 46.7
Flat 4+ Storeys 0.6 16.8
Different Address 5 yrs Ago 45.6 109.3
Use Public Transport 4.6 44.5
Both Parents Born Overseas 26.7 77.8
Work in Agriculture 3.3 130.8
Attend University F/T 0.9 30.9
Lone Parent Families 15.0 105.9
Top 5 NESB Languages
Other Languages 4.0 60.2
Copyright Robert Dommett & Associates Pty Ltd 201375
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)
Economics... Demographics...
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...
1.7% (138,448) 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
Australian made
Most environmentally friendly
Best warranty
Cheapest
Best customer service
Safest
Favourite brand
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 6.4 69.6
Young Independents 4.6 35.9
Young Families 9.8 75.8
Middle Aged Families 15.9 99.5
Mature Families 16.1 95.2
Mature Independents 26.4 174.5
Early Seniors 13.7 146.1
Late Seniors 6.9 93.5
Tenure Type
Own 44.9 135.1
Mortgage 37.0 102.3
Rent 18.2 59.2
Other Characteristics
4+ Bedrooms 29.9 97.0
Flat 4+ Storeys
Different Address 5 yrs Ago 33.6 80.5
Use Public Transport 1.0 10.1
Both Parents Born Overseas 14.1 41.1
Work in Agriculture 14.7 579.3
Attend University F/T 0.6 19.8
Lone Parent Families 12.3 86.5
Top 5 NESB Languages
Other Languages 1.7 26.2
Copyright Robert Dommett & Associates Pty Ltd 201376
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)
Economics... Demographics...
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...
3.4% (274,651) 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
Australian made
Most environmentally friendly
Best warranty
Best customer service
Best discounts
Safest
Favourite brand
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 5.6 60.8
Young Independents 6.5 49.9
Young Families 10.1 77.8
Middle Aged Families 11.1 69.5
Mature Families 12.2 72.3
Mature Independents 20.9 137.8
Early Seniors 16.3 172.9
Late Seniors 17.4 234.0
Tenure Type
Own 43.5 131.2
Mortgage 23.8 65.9
Rent 32.6 106.5
Other Characteristics
4+ Bedrooms 17.2 55.7
Flat 4+ Storeys 0.2 4.9
Different Address 5 yrs Ago 40.3 96.7
Use Public Transport 2.1 20.2
Both Parents Born Overseas 14.9 43.3
Work in Agriculture 5.2 205.3
Attend University F/T 0.7 22.7
Lone Parent Families 19.2 135.7
Top 5 NESB Languages
Other Languages 2.0 30.9
Copyright Robert Dommett & Associates Pty Ltd 201377
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)
Economics... Demographics...
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...
4.9% (395,066) 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
Australian made
Best warranty
Best discounts
Safest
Favourite brand
Best customer service
Most environmentally friendly
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 7.9 85.7
Young Independents 8.1 62.3
Young Families 15.3 117.9
Middle Aged Families 13.8 86.4
Mature Families 14.2 83.8
Mature Independents 18.3 120.9
Early Seniors 12.2 129.9
Late Seniors 10.2 137.9
Tenure Type
Own 34.0 102.4
Mortgage 31.6 87.5
Rent 34.4 112.2
Other Characteristics
4+ Bedrooms 18.5 60.0
Flat 4+ Storeys 0.1 2.0
Different Address 5 yrs Ago 39.6 95.0
Use Public Transport 2.7 26.3
Both Parents Born Overseas 14.3 41.7
Work in Agriculture 2.9 114.3
Attend University F/T 0.9 31.0
Lone Parent Families 23.1 163.2
Top 5 NESB Languages
Other Languages 2.3 35.1
Copyright Robert Dommett & Associates Pty Ltd 201378
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)
Economics... Demographics...
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...
1.5% (121,440) 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
Most popular
Cheapest
Latest
Most authentic
Best discounts
Best warranty
Safest
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 15.8 171.3
Young Independents 9.3 71.7
Young Families 11.2 86.3
Middle Aged Families 13.7 85.7
Mature Families 21.2 125.4
Mature Independents 11.5 76.3
Early Seniors 9.9 105.1
Late Seniors 7.4 99.1
Tenure Type
Own 38.0 114.3
Mortgage 33.5 92.6
Rent 28.6 93.2
Other Characteristics
4+ Bedrooms 24.2 78.5
Flat 4+ Storeys 0.3 8.6
Different Address 5 yrs Ago 30.6 73.5
Use Public Transport 11.6 112.5
Both Parents Born Overseas 73.7 214.5
Work in Agriculture 0.5 20.2
Attend University F/T 2.8 93.2
Lone Parent Families 19.0 134.1
Top 5 NESB Languages
Other Languages 18.5 280.5
Vietnamese 14.2 1,101.5
Middle Eastern 12.6 569.7
Chinese 5.3 167.5
South Asian 4.3 201.4
Copyright Robert Dommett & Associates Pty Ltd 201379
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.
Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards mature families & mature children living at home.
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
Economics... Demographics...
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...
0.9% (69,583) 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
Most popular
Latest
Cheapest
Most authentic
Best discounts
Best warranty
Safest
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 17.2 187.0
Young Independents 7.7 59.7
Young Families 12.9 99.8
Middle Aged Families 16.8 104.7
Mature Families 22.5 133.0
Mature Independents 8.0 52.9
Early Seniors 8.1 86.1
Late Seniors 6.8 90.9
Tenure Type
Own 32.6 98.3
Mortgage 36.5 101.0
Rent 30.8 100.6
Other Characteristics
4+ Bedrooms 26.2 84.9
Flat 4+ Storeys 0.7 18.7
Different Address 5 yrs Ago 31.6 75.7
Use Public Transport 14.5 140.8
Both Parents Born Overseas 73.1 212.9
Work in Agriculture 0.3 10.8
Attend University F/T 2.9 96.9
Lone Parent Families 16.7 117.6
Top 5 NESB Languages
Middle Eastern 40.7 1,845.7
Other Languages 9.1 138.2
Chinese 5.2 163.3
Vietnamese 5.0 391.4
South Asian 4.2 197.2
Copyright Robert Dommett & Associates Pty Ltd 201380
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.
Tend towards: Very low SES households. Broad range of lifecycle stages with a skew towards mature families & mature children living at home.
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
Economics... Demographics...
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...
0.6% (50,287) 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
Most popular
Latest
Cheapest
Most authentic
Best discounts
Best warranty
Brand leader
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 16.7 181.2
Young Independents 11.3 87.4
Young Families 10.1 78.3
Middle Aged Families 14.1 88.1
Mature Families 22.4 132.4
Mature Independents 10.2 67.4
Early Seniors 8.0 85.2
Late Seniors 7.1 96.1
Tenure Type
Own 33.5 100.8
Mortgage 31.7 87.7
Rent 34.8 113.7
Other Characteristics
4+ Bedrooms 24.5 79.5
Flat 4+ Storeys 2.4 66.4
Different Address 5 yrs Ago 32.3 77.4
Use Public Transport 14.3 139.1
Both Parents Born Overseas 85.4 248.7
Work in Agriculture 0.8 32.0
Attend University F/T 3.7 123.3
Lone Parent Families 22.1 155.8
Top 5 NESB Languages
Vietnamese 38.3 2,973.1
Other Languages 13.3 201.5
Chinese 13.1 411.7
Middle Eastern 4.7 215.1
South Asian 3.6 168.0
Copyright Robert Dommett & Associates Pty Ltd 201381
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)
Economics... Demographics...
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...
1.4% (113,132) 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
Most popular
Most reward points
Best discounts
Best warranty
Brand leader
Cheapest
Favourite brand
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 12.4 134.0
Young Independents 8.3 63.9
Young Families 16.7 128.9
Middle Aged Families 14.6 91.4
Mature Families 16.4 96.8
Mature Independents 15.9 104.9
Early Seniors 9.9 105.1
Late Seniors 5.9 79.6
Tenure Type
Own 16.5 49.7
Mortgage 20.6 57.0
Rent 62.9 205.2
Other Characteristics
4+ Bedrooms 14.5 46.9
Flat 4+ Storeys 0.1 3.4
Different Address 5 yrs Ago 37.0 88.8
Use Public Transport 7.0 68.3
Both Parents Born Overseas 21.3 62.1
Work in Agriculture 1.9 74.4
Attend University F/T 0.8 25.5
Lone Parent Families 39.1 276.3
Top 5 NESB Languages
Other Languages 6.5 98.4
Copyright Robert Dommett & Associates Pty Ltd 201382
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
Economics... Demographics...
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...
1.5% (118,231) 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
Australian made
Cheapest
Best warranty
Most environmentally friendly
Best discounts
Most durable
Most comfortable
Index
100= Nat Avg
200
Buying Drivers...
Spend
Finance
Social Economic Status Seg % Index
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
Liv ing at Home 8.5 92.1
Young Independents 7.4 57.5
Young Families 15.4 118.8
Middle Aged Families 16.7 104.1
Mature Families 15.5 91.4
Mature Independents 21.8 144.0
Early Seniors 10.1 106.9
Late Seniors 4.7 63.4
Tenure Type
Own 44.1 133.0
Mortgage 21.2 58.5
Rent 34.7 113.2
Other Characteristics
4+ Bedrooms 33.5 108.6
Flat 4+ Storeys
Different Address 5 yrs Ago 27.8 66.7
Use Public Transport 1.9 18.0
Both Parents Born Overseas 8.8 25.5
Work in Agriculture 41.5 1,633.8
Attend University F/T 0.4 13.4
Lone Parent Families 14.5 102.6
Top 5 NESB Languages
Other Languages 16.7 253.5
Italian 0.2 14.8
Filipino 0.2 15.6
Chinese 0.1 2.3
South Asian 0.1 3.1
Copyright Robert Dommett & Associates Pty Ltd 201383
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.
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geoTribes 15 Segments Positioning Chart…
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geoTribes Segments Descriptions…
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Sample maps
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Marketfind 12 groups & 58 segments - Sydney
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Marketfind 12 groups & 58 segments - Melbourne
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Marketfind 12 groups & 58 segments - Brisbane
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Marketfind 12 groups & 58 segments - Adelaide
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Marketfind 12 groups & 58 segments - Perth
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Marketfind 12 groups & 58 segments - Gold Coast
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Marketfind 12 groups & 58 segments - Toowoomba
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Marketfind 12 groups & 58 segments - Nowra
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Robert Dommett & Associates Pty Ltd maintains
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2013 Marketfind User Guide