GROUP I
Extended Cultural Living
Mixed family Maori or Pacific Islander households who worry about
the future but are influenced by ads to spend beyond their means
Lifestyle and Attitudes
Extended Cultural Living is comprised of households with as many as six school aged children.
The adults in the household are typically aged 35-45. They have a high chance of being single
parent households and are usually Maori or Pacific Islanders. They have a strong cultural focus,
speaking more than one language at home. They want to ensure that their cultural beliefs are
passed down from generation to generation; so much time is spent explaining traditions. Having
children in the house is a chore in itself with time spent helping them with their homework, going
to school functions, or weekend sports events. Takeaways, and pre-prepared foods are common
place and the healthy option is not usually the first choice. Their financial circumstances make
fresh fruit and vegetables appear out of their reach. A family BBQ is the extent of their vacation,
while visiting the zoo, theme parks, or attending free concerts would be a treat for the kids. Not
being too fussed about exercise they aren’t likely to be in an early morning gym class. They do
however like to have a game of Touch Rugby every now and again or a game of Beach Volleyball
with the extended family.
Residences
Extended Cultural Living live in over-crowded conditions, with three to four families renting the
same low quality three bedroom 1940’s -1960’s flat from Housing New Zealand. There are rarely
extras in their houses, many have only bought a washing machine and vacuum cleaner in the
last 12 months, and heating is considered a luxury. A large proportion of Extended Cultural Living
reside in Auckland (40%) particularly in the southern areas of Manurewa and Manukau. They are
also highly represented in Lower Hutt, Porirua, Hastings, Napier, Gisborne, Rotorua, Hamilton
and the far North.
Finances
Incomes for Extended Cultural Living are under $20,000, and they are very reliant on government
support. Typically living week to week, they find that their money is already spent before they
receive it. Extended Cultural Living think that the main measure of success is money, so there’s a
high use of credit to get those extras. Wanting a quick win, they will make some risky investments
which may lead to credit card bills not being paid off in full each month. If there’s any extra in
the pocket it may go on vices such as smoking or placing a bet at the TAB or casino. Extending
Cultural Living is very much in the now and they don’t think saving now for the future is important
or even achievable. This may mean that they are under insured which could increase the financial
pressure if the unforeseeable happens.
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]
Experian Marketing Services
Occupation
There are high levels of unemployment in the Extended Cultural Living Group, however they
recognise they may need to up-skill to get into the work force or start a job that they enjoy.
Those that are currently working are likely to be machinery operators and drivers, labourers or
warehouse staff. Their jobs are extremely important to them given their financial circumstances,
so job security is always at the back of their mind. However, putting that pressure aside they have
a good work life balance and have managed to make some good mates on the job.
Communication and Technology
Extended Cultural Living watch large amounts of subscription TV during the day, mainly viewing
kids and music channels. They regularly buy the TV guide so they don’t miss their favourite
shows, but will also purchase car and fishing magazines. They also love music and will listen
to dance and multicultural radio stations, download music to their mobiles and stay up to date
watching music videos on the TV. Extended Cultural Living have no personal internet at their
home and so their mobile is a tool to stay connected. They like to share photos and video with
their friends on social networking sites and feel this engagement is as good as catching up in
person. Their love of fashion means they follow their favourite celebrities on social networking
sites and take more notice of products advertised when they are endorsed by celebrities.
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]
Experian Marketing Services