GROUP I: EXTENDED CULTURAL LIVING
I32. Square Eyes And
Empty Pockets
Singles on low incomes or benefits, living in Government housing,
who feel isolated so like to watch tv and are influenced by adverts
Lifestyle and Attitudes
Square Eyes And Empty Pockets are a split type comprising a senior group over 65 years, and a
younger group between 20-30 years of age. In terms of ethnicity, Square Eyes And Empty Pockets are
mainly Maori and Pacific Islanders. They are avid sports fans often watching international test matches
of cricket and rugby, but they do not exercise, believing that it is overrated. Members of this group
dislike new foods, feel unhealthy, use convenience foods, and often buy takeaway food to eat at home.
A portion of their spare time is spent trying to beat the house at the casino or playing the pokies. With
the rising cost of fuel they have to use their car less and less. This increases their reliance on public
transport which they feel requires more investment for it to be improved.
Residences
Square Eyes And Empty Pockets are the most likely Mosaic Type to be renting their small flats or
units from the Local Authority or City Council. Their property is typically near a public transport route
that they frequently utilise. They are more likely to be found in larger regional towns like Rotorua and
Wanganui as well as living in Wellington, Christchurch, and Dunedin.
Finances
On lower incomes with support from the government, Square Eyes And Empty Pockets are not at all
comfortable with their financial situation. Some may feel with the rising cost of living that they are
starting to become worse off. A lack of savings, planning for the future, and a lack of assets makes for
a bleak future outlook. As a result, this may be giving this Type the impression that New Zealand isn’t
as good as it used to be with the government not doing a less than satisfactory job.
Occupation
Square Eyes And Empty Pockets are low wage earners taking home between $10,000-$20,000 from
jobs in manufacturing, accommodation or food services. Their educational level is lower than average,
therefore members of Square Eyes And Empty Pockets are nearly four times more likely than the
average Mosaic Type to be on Government assistance.
Communication and Technology
Watching TV is one of Square Eyes And Empty Pockets favourite past times. To support this, they
regularly buy the TV guide and many have recently purchased a new TV and bought subscription TV.
They like to watch their shows in the afternoon and late into the evening and will watch programs when
they are broadcast rather than recording them for later. They have no personal access to the internet
at home so will utilise the access at school, internet cafes or public locations. As well as using their
mobiles to access the internet they also use them for listening to music, playing games, gambling
and taking photos. In the afternoon they like to go online to research products and services, shop and
participate in social networking and other online communication. They don’t like to receive or read the
newspaper as they don’t feel they contain information that can’t be sourced elsewhere.
About Mosaic:
Mosaic is a household-based consumer lifestyle segmentation system that classifies all New Zealand households and
neighbourhoods into 34 unique segment Types and 9 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 New Zealand consumers, providing marketers with the most
accurate and comprehensive view of their customers, prospects and markets.
www.experian.co.nz/marketing-services/
Mosaic Group I – Extended Cultural Living
[email protected]
Type – Square Eyes And Empty Pockets
Experian Marketing Services