CAMEO Australia Group Profiles To be used in conjunction with MarketMap Lifestyle Report
Group 1: Upper Crust 7.34% Sydney (Centre, Bondi, Manly), Melbourne (Centre, St. Kilda, Toorak), Mt Isa, Perth, Brisbane Australia s business elite make up this group, working in professions such as finance and mining. Households are often located in the most desirable suburbs of the major cities. Australia s wealthiest households Located mainly in the major urban centres Younger renters and older home owners Detached properties Mixed presence of children Mixed further educational attainment High mortgage costs Easy access to credit High propensity to purchase goods online
Group 2: Urban Achievers 13.48% Sydney (Randwick, Warrawee), Melbourne (Malvern), North Canberra, Adelaide (Burnside) This diverse wealthy group contains well educated young and older couples and families living in desirable suburbs of Australia s major cities. Wealthy households Located in suburbs of major urban areas Pre-family singles and couples as well as wealthy families High propensity to move Mixed tenure with high rent and mortgage payments Detached properties and apartments High further educational attainment Professional and financial service occupations Good access to credit High internet usage
Group 3: Flourishing Families 9.82% Perth (Huntingdale), Hobart (Howrah), Melbourne (Caroline Springs), Sydney (Winston Hills) Affluent families dominate this group. High owner occupation of detached houses in suburban locations are typical traits of this well connected group. Affluent family households Above average presence of children Suburban locations High owner occupation in large detached properties Mixed occupations High car ownership Above average internet usage High likelihood of payment by cash or credit card Average further educational attainment x
Group 4: Enterprising Households 13.61% Brisbane (Calamvale), Melbourne & Sydney outer suburbs, Victoria rural & small town areas Suburban white collar communities make up this group, with the population employed in a range of professions in both large and smaller urban areas. Suburban and rural families Above average presence of children High presence of households whose first language is not English Detached properties Mixed tenure Average mortgage and rent payments Mixed further educational attainment Agricultural and white-collar professions High internet usage High propensity to purchase goods online
Group 5: Home Comfort 11.06% Newcastle, Port Macquarie, Armidale, Gold Coast, Hobart, Townsville, Cairns This middle income group includes singles, couples and families in mixed professions often living in and around smaller cities and towns. Middle income households Diverse mix of household types Average presence of children Mixed property type and tenure Rent and mortgage payments comparable to the national average Above average further educational attainment Mixed professions Mixed access to the internet Average unemployment
Group 6: Aspiring Communities 8.21% Adelaide (Salisbury), Geelong, Bendigo, Warwick, Towoomba With younger renters as well as home-owning retired households, workers in this varied group are often employed in primary and blue-collar industries. Middle income households Suburban and smaller town locations Non-family households as well as older families and retired couples Below average presence of children Mixed property types and tenure Rent and mortgage payments below the national average Below average educational attainment Trade, manufacturing and agricultural professions Below average internet usage
Group 7: Hardworking Neighbourhoods 17.62% Rural WA, VIC, NSW, QLD, NT, Port Adelaide, Melbourne (Ringwood), Katoomba This large lower income group includes many rural households working in agriculture as well as blue-collar workers and their families in suburban locations. Lower middle income households Rural and suburban locations Families and households retiring out of the urban areas Mixed tenure and property type Rent and mortgage payments below the national average Mixed educational attainment Agricultural, manufacturing and administrative professions Below average access to the internet Preference to shop via direct mail and television Mixed payment preference
Group 8: Modest Means 9.13% Rural SA, Perth (Cloverdale), Melbourne (Sunshine North), Sydney (Bankstown, Parramatta) Lower income ageing families dominate this group, which also contains some younger urban households. is higher than the national average. Suburban and some rural locations higher than national average Many older and retired households with below average presence of children High presence of households whose first language is not English Mixed tenure and property types Lower than average rent and mortgage payments Mixed blue collar occupations Low internet use Mixed payment preference for goods
Group 9: Stretched Society 6.03% Sydney (Plumpton), Brisbane (Woodridge), Melbourne (Frankston) Lower income households make up this group, often located in the outer suburbs of larger cities. Renting property and higher than average unemployment is common. Low income households Outer suburban locations around large urban areas High presence of single parent families Mixed property types and tenure with low rent and mortgage repayments Low further educational attainment Mixed blue collar and administrative occupations & higher than average unemployment Low internet use Cash and cheque payment preference
Group 10: Edge of Town Toil 3.70% Sydney (Sadleir), Melbourne (Broadmeadows), Perth (Armadale), Remote outback areas The lowest income group, many neighbourhoods suffer from high unemployment and little access to the internet. Households are typically located in suburban and remote rural areas. Low income households Average presence of children High presence of older households High presence of single parent and one person households High presence of renters Low educational attainment High levels of unemployment Blue-collar, administrative and hospitality professions Low car ownership Little access or use of internet Payment by cash and cheque / little access to credit