Independence and Careers

GROUP C
Independence and Careers
Apartment-dwelling young and maturing professionals and students in city central locations
Who We Are…
Independence and Careers are a mix of independent youth and mature, established
individuals aged between 25 and 39 years old. They live in inner cities apartments across
Australia, on their own or with a friend or a partner. With two thirds being single, they are
highly unlikely to have children. There is a strong international representation with people
in these households having diverse backgrounds, two thirds having arrived since 2006.
University educated, Independence and Careers are twice as likely to have a postgraduate
degree than average, which is leading or has led to employment in white collar professions.
The commute to work is often using public transport, cycling or on foot due to their proximity
to the city or public transport hubs.
Where We Live…
Renting a one or two bedroom apartment in the inner and outer city is the norm for
Independence and Careers. Buildings range from low rise to high rise, dependent on
proximity to CBD areas. They are close to services, amenities, retail, and most forms of
entertainment. Many don’t own a car as there is no pressing need to own one. Internet
access is seen as a necessity, with higher than national average proportions of broadband
connections, however there is also frequent access through wireless devices.
Our Finances…
The majority of Independence and Careers are white collar professional individuals or
couples, either earning very good incomes, or on their way to doing so. Housing and rental
costs range from high to moderate, but being well educated and career focused, this Group
often live very comfortably within their means. Expenditure is above average for most
household necessities, with spend on books and courses high. This Group are more likely to
monitor the stock market, and to develop modest investments in shares. Credit risk differs
between the Types of Independence and Careers, with two Types being a very high risk.
What We Do…
Whilst Independence and Careers certainly works hard, they also play hard, leading very
active lifestyles. They have a broad range of interests, enjoying events ranging from opera,
ballet and theatre to cinemas, pubs and nightclubs. They are avid users of the internet, with
a preference for magazine, technology, news and social sites, this form of media is preferred
to TV and they are less receptive to direct mail. They are fit, healthy and socially aware, being
more likely to donate to charity. Their job is central to their lifestyle, but in other areas they
like to think of themselves as risk takers and, as such, they enjoy gambling on occasion.
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 C – Independence and Careers
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Experian Marketing Services