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Experian's latest consumer classification for Australia reveals startling new population and consumer trends
· Australia's ethnic diversity grows as number with British parents declines
· 'Freemales', 'Spuds' and 'Salary Miners' command new consumer power
· Unmarried women now outnumber married women
· Almost 25 per cent of Australians now live in single-person households
· Retirement of baby-boomers en masse gathers pace
Unmarried women outnumber married women for the first time in 85 years, almost a quarter of Australians live in single-person households and as many as half of all Australians now have one parent born overseas. Added to this, those with British parents has now declined to 14 per cent, the lowest level ever, with Africa, India, Indonesia, Singapore and China as the fastest-growing sources of immigrants.
These are just some of the findings from Mosaic Australia, the latest international consumer classification from Experian®. Mosaic Australia uses the most recent Australian Census and a range of other data sources, to build one of the most detailed pictures of population trends, consumer lifestyles, behaviours and purchasing habits to help business and Government anticipate consumer trends and target products more effectively.
The analysis suggests 'Freemales' (unmarried women), 'Spuds' (people living in Single-Person Urban Dwellings) and 'Salary Miners' (workers chasing high-paying jobs in boom mining towns) have emerged as influential new consumer groups.
Experian spokesperson, Paul Watts, said: 'Australia Mosaic reveals a modern Australia that is more textured and multi-layered than previously thought.
'Mosaic Australia offers us new levels of insight into where Australians live and work, how much they earn and spend, what their family situation is and what they do with their spare time. It draws on richer data sources and drills down further ' to the household level ' than any other similar analysis. Many of the new trends identified ask serious questions of businesses and government.
'For example, what does the rise of the 'Spud' mean for transport and utility service providers and grocery retailers, not to mention the energy-efficiency of our cities' In a shifting and fragmenting consumer landscape, all enterprises need to work harder to understand their customers better. We believe the unique precision and insight in Mosaic Australia in 2008 makes it the best tool for doing that.'
Mosaic Australia is based on Experian's global Mosaic consumer profiling platform, first developed in the UK in 1987 and now used in 30 countries around the world. Mosaic Australia has been developed by Experian in association with Pacific Micromarketing, its licensing partner, and updates a previous version completed five years ago. It uses 238 different variables to classify Australians into 11 broad socio-economic 'Groups' and 47 consumer 'Types'. New Australian consumer Types captured in the new Mosaic Australia include:
· Home Entertainment: Blue-collar families living in older pockets of outer suburbs (4.2% of Australians)
· Same Old, Same Old: Low-income, non-metro homes accommodating older singles and couples (4.2%)
· Rural Lifestyles: High-value farms and smallholdings surrounding major urban centres (4.2%)
· Blue-collar Regeneration: Older tradesmen and labourers settling in low-priced regional areas (3.6%)
· Intercontinental Connections: Established Eurasian migrants in mid to outer suburban areas (3.1%)
· Informed Affluence: High-income families and singles in attractive middle suburbs (2.3%)
Among other trends revealed in the new 2008 version of Mosaic Australia:
· The rise of the 'Spud' (single-person urban dwelling) phenomenon is likely to account for the biggest household demographic change over the next 20 years, posing challenges for service provision and energy efficiency.
· As half of all Australians now recording one parent born overseas, the proportion of these born in the UK has declined steadily and now stands at only 14%. Africa, India, Indonesia, Singapore and China are our fastest-growing sources of immigrants.
· The economic impact of the baby-boomers retiring en masse is looming closer, with the proportion of those aged 65+ expected double to 25% of the total population within 30 years.
· As well as being less likely to commit to marriage, women are having children later and having less. Estimates suggest up to 25% of women will remain childless.
· Salary Miners ' high-income younger households in remote mining communities ' have emerged as a new economic force. With very high disposable incomes and low housing costs, this group now accounts for 0.6% of the population.
First launched in the UK in September 1987 by Experian, and now used by over 30 countries, Mosaic is a highly sophisticated geo-demographic profiling tool used by business, government and non-profit organisations to guide planning, marketing and service delivery. Mosaic Australia provides a detailed and comprehensive picture of the Australian consumer landscape. Offering detail down to the household level, it classifies the Australian population into 11 broad groups and 47 discrete 'types' reflecting the diversity and changing nature of the Australian population. Mosaic® is licensed in Australia by Pacific Micromarketing, a division of ASX-listed PMP Limited. Mosaic 2008 is the fifth version of Mosaic released in Australia. Mosaic users can integrate Mosaic data with proprietary or other acquired data platforms to enrich understanding of their customers.
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