GROUP D: AFFLUENT ACREAGE
D15. Coastal Contentment
Older couples and singles with large disposable incomes living in desirable coastal locations
Who We Are…
Coastal Contentment are older couples and singles aged 65 and over. They are in the final stages
of their career or have retired and are enjoying all that retirement has to offer. Those who are
still working are employed in senior positions, many in the agriculture and real estate industries,
due to the more regional nature of this Type. These households are predominantly of Australian
ancestry, although people from the UK and Ireland are also well represented. They are well
established, having lived in their current location for over 6 years. Coastal Contentment people are
active in their community and volunteer their free time for charitable causes.
Where We Live…
These households live in some of the most sought-after regional and coastal locations. Coastal
Contentment made a conscious choice to move somewhere less dense to raise their family and
to enjoy their retirement once the children had left home. Large family homes were consequently
built on some of the biggest residential plots within Australia, and they come with equally large
price tags. Four bedrooms or more means that these empty nester couples can enjoy entertaining
their extended family in comfort. The more remote coastal locations mean that at least one or two
cars are a necessity. Unoccupied households are highly over represented, indicating that almost a
quarter of these households are not primary dwellings.
Our Finances…
Coastal Contentment are in the highest brackets for both personal and household income
earnings. Although mortgage repayments are high due to their desirable properties, most can
comfortably cover this large expense, especially now that their children have left home. A high
proportion of households do not have to worry about financial burdens, as they have managed to
purchase their homes outright. Spend on financial services is over-represented, securing their
financial future as retirement approaches. They have built up a portfolio of shares over the years,
which will only add to their comfort in retirement.
What We Do…
This well-read and well-travelled Type enjoys cultural pursuits such as the theatre, ballet and
opera. They entertain at home often and enjoy fine food and wine, despite being conscious of
eating healthily. They’re busy making the most of their retirement and high disposable income
by travelling the far reaches of the globe. This Type keeps up with current affairs by reading
broadsheets and watching non-commercial television. High-end department store brands are
preferred over less expensive ones, as they have a preference for quality over price.
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
Type – Coastal Contentment
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Experian Marketing Services