Leading Lifestyles: High income families, typically own their own home in the inner suburbs. Sub-categories include Progressive Thinkers (young, usually self-employed, large gap between the main breadwinner and the second income producer, about $125,000 gross annual income); and Full House (Married, usually grandparents, live in rural areas, income about $93,000 gross a year).
Aussie Achievers: Closest to the average Australian, these young, educated, outer suburban families are working full time to pay off their expensive separate house. Sub-categories include Castle & Kids (married with children, house in the suburbs, good income, careful with their money, income about $111,000 a year); and Family First (one of the largest groups and considered closest to the Australian Norm, well-educated married couples with children, full-time employment, house in the suburbs, income about $102,000 gross a year).
Metrotechs: Young, single, well educated, inner city professionals with high incomes, typically renting apartments. Cultured, connected, clued-in and cashed up. Sub-categories include Young and Platinum (hardworking and ambitious, renting inner-city apartments, cultured, income about $111,000 gross a year); and Quiet Achievers (inner-city apartment renters, young family, about $89,000 gross income a year).
Young Families: Young families in the outer suburbs, living up to their above-average incomes. Their beloved gizmo-enriched home is the nucleus of their family. Sub-categories include Career & Kids (well-educated, young families, full-time employment, income about $129,000 gross a year); and Successful Immigrants (hard-working, young families, live in outer suburbs, ethnically diverse, income about $105,000 gross a year).
Getting By: Young parents or older families with children still at home, outer suburbs, bargain hunters. Sub-categories include Urban Optimists (large households including parents and up to three children, skilled and semi-skilled employment, long hours, just maintaining a lifestyle, often from overseas, income about $105,000 gross a year); and Country Comforts (agricultural workers, tech savvy, enjoy working long hours, average income of about $91,000 gross a year).
Golden Years: Conservative, risk-averse retirees focused on health, security and maintaining an income from investments or the pension, even if they’re mortgage-free. Sub-categories include Fringe Dwellers (mix of older retirees and younger singles or couples, generally well-educated but on low-paying work or unemployed, income about $64,000 gross a year); and Twilighters (elderly, retired, living in the suburbs, low personal savings, income about $60,000 gross a year).
Battlers: Mostly Aussie-born, these struggling young families, single mums & retirees are focussed on making ends meet. Many are welfare dependent. Sub-categories include Real Working Class (generally married without children; large groups of widowed, divorced and separated; one-income earner, income about $70,000 gross a year); and Penny Wise (mid-life, married, live in rural areas, overwhelmingly Australian born, income about $83,000 gross a year).
Information supplied by Roy Morgan Research.
By Neil Dowling
Read More: Related articles
