Golden nesters reach Australia

4 July 2013
SYDNEY: Experian, the information services group, has added three new segments to the existing 49 demographic profiles it uses to categorise the Australian populace, and which can be tapped into by marketers.

These are golden nesters, greener pastures and ambitious spenders, previously unseen in Australia but in use in other countries.

'Golden nesters' are defined as older couples and singles who have relocated to desirable coastal homes. They are 65 years and older with large disposable incomes, own their own homes, are well-travelled and financially secure.

'Greener pastures' are affluent families living in rural locations. They are typically of Australian or British descent, aged between 35 and 69 years, and with children in primary and secondary school.

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

"Every five years new demographic trends are identified that can help answer serious questions for business and government," said Matt Glasner, Experian Marketing Services general manager, as reported by Ad News.

"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," he added.

Mariann Hardney, a marketing professor at Durham University, noted in the International Journal of Market Research that this geodemographic approach to classifying consumers rendered complex data "more or less understandable by tapping in to our visual senses and cultural knowledge".

She expected such information to become increasingly complex, rich and visual in the future. "The awareness of different sources of data, the content of data visualisations and analytical process adopted will need to be incorporated into all elements of market research," she advised.

Data sourced from Ad News; additional content by Warc staff
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