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GROUP G
Middle Australia
Mixed family forms living on the outskirts of metropolitan areas
Who We Are…
Middle Australia contains a wide range of age groups, however all Types are family based, in
a variety of different forms. While ages are mixed, people are younger than retirement age.
Children can be very young up to adult age. Extended families occur at a rate of almost twice
the national average and these households will typically contain adult children as well as
their parents. Single parents and blended families are more common than the norm. While
overall, this is a traditional Australian Group, there are pockets of cultural diversity within it.
School is likely to have been finished prior to Year 12, although vocational qualifications have
been gained since leaving school, enabling this Group to work in blue collar professions
across a number of industries.
Where We Live…
Owing to their outer suburban and inner regional locations, households in Middle Australia
are typically on a larger than average plot size. These three-bedroom, detached houses
command low to average house prices and in the main, these houses are in the process of
being purchased. The more regional location of these houses means that, for some, facilities
can be hard to access, however most are within easy reach of trains and shopping centres
for everyday needs. These locations mean that cars have to be relied upon, with two cars
being the norm at these houses.
Our Finances…
Finances across the different Types within Middle Australia are varied, with some Types
earning above the national average and some below it. Credit risk is also mixed. However,
as a whole, the Group is typified by its choice to live in more affordable, loan-financed
properties. Housing costs are made more manageable when both parents are earning,
however in families with young children, often one parent stays home which places extra
demands on the weekly budget. Spending patterns for Middle Australia are no lower than
average, with the exception being financial services, as this Group usually only have modest
savings to invest.
What We Do…
Middle Australia lead family oriented lives. Watching commercial TV or listening to the
radio are typical entertainments. With budgets focused on the mortgage, there is little left
for cultural events or going out to cafes and restaurants; overseas holidays are also a rarity.
Social activity revolves around the local pub or club. Middle Australia like to enter radio
competitions, redeem discount coupons and buy lottery tickets from time to time. They
are heavy readers of both solicited and unsolicited mail and community newspapers are
preferred to the national titles.
About Mosaic:
Mosaic is a household based consumer lifestyle segmentation system that classifies all Australian households and neighborhoods
into 49 unique segment Types and 13 overarching Groups, providing a 360-degree view of consumers’ lifestyles, behaviours,
preferences and culture.
Utilising the most recent census data, Mosaic offers a common customer language to define, measure, describe and engage target
audiences through accurate segment definitions that enable more strategic and sophisticated conversations with consumers.
This groundbreaking classification system paints a rich picture of Australian consumers, providing marketers with the most
accurate and comprehensive view of their customers, prospects and markets.
www.experian.com.au/marketing-services/
Mosaic Group G – Middle Australia
[email protected]
Experian Marketing Services

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