GROUP H: BARGAINS, BENEFITS AND BABIES
H26. Fishing For A Bargain
Mature, dual income, family centric households in mortgaged moderate
sized homes, on a tight budget and enjoy hunting for bargains
Lifestyle and Attitudes
Fishing For A Bargain are on the younger side, where the main bread winner is under 40. This Type is
comprised of married couples with school aged children. These are your typical Kiwi families where
you might see mum dropping off their kids to school in the morning in the family people mover. Fishing
For A Bargain don’t use public transport, with both parents working they need the autonomy of their
car. This allows them to run the kids around, visit friends and relatives, do the large weekly shop, or go
on day-trips. Fishing For A Bargain typically lead busy lives that are predominantly focussed around
their children, however when the tide’s right it’s straight to a fishing spot to drop in a line and bring
home the big one for dinner. At home they have all the creature comforts to keep their family content,
such as 3D TVs, game consoles and pets. A typical night out may include going to the movies, or
having a drink or meal at their local.
Residences
Fishing For A Bargain has recently purchased their homes within the last three to five years, so there
are still a number of years left on the mortgage. They live in larger four to five bedroom standalone
houses that were built within the last 10-15 years. Fishing For A Bargain can predominantly be found in
the South Island around areas such as Waitaki, Central Otago, Selwyn and Christchurch.
Finances
Fishing For A Bargain are on a tight budget, with household incomes around the $40,000 mark. They
feel that life is getting harder, due to their mortgage and the increasing cost of living with growing kids.
Aside from growing their their salary, Fishing For A Bargain understand that they need to start planning
now for the future, however any saving that they manage to do is involuntary. So many will have
Kiwisaver accounts set up to ensure that there is something there for their retirement. As they are still
young they may believe in higher risk on investments, as well as taking a recreational punt at the races.
Occupation
Fishing For A Bargain have education levels ranging from high school level to Bachelor’s degrees. You
can typically find these people working in an office or on the building site. They are double income
families but a lot of their incomes are used to service their mortgages. On average they work more than
40 hours a week which means switching off from work is sometimes difficult. This, coupled with other
responsibilities within the household makes a demanding career hard to deal with.
Communication and Technology
Fishing For A Bargain are quite tech savvy and use daily deal websites to hunt for bargains. They like
internet and mail based advertising, finding the content relevant and will reference and utilise the
information when looking to purchase. They have smartphones which are mainly used for games,
watching music and video clips and navigation. Fishing For A Bargain access the internet at work
or on their tablet during their commute for news, researching products and services, shopping and
managing their finances. They have subscription TV and games consoles mainly for the kids, and they
like to control what the kids watch on the TV and the computer.
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 H – Bargains, Benefits And Babies
[email protected]
Type – Fishing For A Bargain
Experian Marketing Services