GROUP E: WATCHING THE PENNIES
E18. Mortgages And Microwaves
Hands-on people who enjoy fixing and tinkering with cars and an active
outdoor lifestyle who are balancing large financial commitments
Lifestyle and Attitudes
Mortgages And Microwaves are a mixture of New Zealand European families, couples, and sometimes
single parents aged 35-54. Those households with a family will typically have two or more children
aged up to 14 years. Mortgages And Microwaves will rent DVD’s or a video game for entertainment
when they’re not watching their favourite TV show. Dad might consider himself a bit of a ‘Mr Fix it’
type, frequently tinkering with his car or planning to start building that deck he’s promised to build.
Mortgages And Microwaves would much rather watch sport on TV rather than play it themselves. They
are however a fan of the outdoors and enjoy going camping, possibly where they can let loose on their
dirt bike.
Residences
Mortgages And Microwaves have lived in their 1920s to 1950’s house for a long time. Due to the
age of the property they may be reliant on coal for heating. Conditions in the house may be slightly
cramped as they have multiple children in what is typically a three bedroom dwelling. Mortgages And
Microwaves are located predominately in the main cities of Christchurch (17%) and Auckland (10%).
The rest are evenly distributed throughout the main centres of New Zealand.
Finances
Mortgages And Microwaves take home an annual household income of $40,000 to $60,000 per annum.
A lot of this income goes to servicing their mortgage, and other debts such as personal loans and
credit cards. For those with a few children there’s little left over at the end of the month, however this
surplus is placed into saving accounts, as Mortgages and Microwaves understand the importance of
saving now for the future.
Occupation
Mortgages And Microwaves typically work in blue collar trades as machinery operators or labourers
in the mining or the construction industry. There are also a number of people who are not currently
employed that receive an income from invalid benefits, work accident compensation, or other domestic
benefits.
Communication and Technology
Mortgages And Microwaves access the internet predominantly at work and will view social networking
and news sites throughout the day. They own older model mobile phones which they use mainly for
downloading music to listen to at work or on their commute. They buy and read the TV guide and will
watch TV in the evenings while researching products and services and shopping online. Mortgages
And Microwaves like a good bargain so will keep an eye out for coupons and special offers. They are
avid newspaper readers and like to read them in the evenings while listening to the classic hits or rock
music on the radio.
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 E – Watching The Pennies
[email protected]
Type – Mortgages And Microwaves
Experian Marketing Services