Affluent Acreage

GROUP D
Affluent Acreage
Affluent retirees and older couples living in sought after coastal and regional locations
Who We Are…
Older than many of their counterparts, Affluent Acreage is also one of the most prosperous.
These retirees and couples are in the final stages of their career. Most have raised their
children, who have now left home or are still completing their studies and are financially
dependent on their parents. There is little ethnic diversity within this Group, although the
presence of people from the UK and Ireland is above average. The Group as a whole has a
skew towards higher-education qualifications, which has led to managers and professionals
being the most common job roles. An excess of time in retirement and independent children
means that volunteering is more popular in this Group than many others.
Where We Live…
Affluent Acreage houses command some of the highest prices in Australian real estate.
Coastal Contentment in particular lives in highly sought after coastal locations, which in turn
attract high property values. There is a distinct split between the two Types within this Group,
with Coastal Contentment having much larger properties and live further away from city
centres. As a result, Ageing Gracefully has much better access to facilities and amenities,
including public transport. Outright home ownership is second only to Exclusive Environs,
and those who do not own their properties are paying off their mortgage. The number of
unoccupied dwellings is high, indicating that some of these residences are holiday homes.
Our Finances…
Comfortably well-off, Affluent Acreage earn above average household incomes and hold
high-worth homes that have gained in value over the course of the property boom. Apart
from the family home, they commonly have other assets including investment properties
and shares in, or outside, their superannuation funds. With grown up children and little,
if anything, left on the mortgage, disposable incomes are considerable, explaining above
average spending patterns compared to most Groups. Affluent Acreage are in a healthy and
enviable financial position and as a result, pose a low credit risk.
What We Do…
With careers winding down or finished, Affluent Acreage have leisure time to go out
regularly to restaurants, wineries and cultural events. Many take holidays, with those who
have already retired often planning an overseas cruise or tour. They are amongst the heaviest
readers of daily papers and also keep up-to-date through watching news on non-commercial
TV and radio. With health becoming a prevalent concern at this age, they try to keep busy,
exercise and have healthy diets. Affluent Acreage do not regard themselves as receptive to
advertising, but do display awareness of high-quality brands in department stores.
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 D – Affluent Acreage
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Experian Marketing Services