The demographics you didn't know about

By AdNews | 3 July 2013
 

There are three demographic profiles previously unseen in Australia – golden nesters, greener pastures and ambitious spenders – which could be tapped into by marketers, according to Experian data.

Experian's Mosaic data, which classified 49 demographic profiles in Australia, revealed three new segments among the local populace:

Golden nesters: older couples and singles who have debunked to desirable coastal abodes. They are 65 years and older with large disposable incomes, own their own homes, are well-travelled and financially secure. Kaching.

Greener pastures: Affluent families which live in rural locations. They're typically of Australian or British descent aged between 35 and 69-years old with kids in primary and secondary school.

Ambitious spenders: Young families juggling their budgets and substantial mortgages on the outskirts of major cities but still within commuting distance. Many were born in Asia or the Middle East and parents are well-educated. This group is also fuelling population growth nationwide and particularly Victoria.

Experian Marketing Services general manager Matt Glasner said: “Every five years new demographic trends are identified that can help answer serious questions for business and government. This data and analysis can be a catalyst to improve and adapt to society's needs and helps to guide decisions on transport links, health care services and retail locations.”

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