Consumer Types: Australia

Strategy Briefing

About This Report

Oct 2018

While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender, or income. To overcome this issue, Euromonitor International’s Survey team look beyond standard demographics to create distinct, personality-driven consumer types. These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.

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Consumer Types: Australia

Key traits of the five Australian consumer types

Inspired Adventurer (29%)

Likes trying new products and services

Interested in living abroad or being self-employed 

Anticipates an increase in general spending

Conservative Homebody (25%)

Prefers to follow

Focuses on personal issues such as family and spirituality 

Not very image conscious

Secure Traditionalist (22%)

Avoids shopping 

Avoids strong or premium branded products 

Prefers to save rather than spend 

Empowered Activist (16%)

Feels they can make a difference

Concerned with global issues 

Seeks products with green or eco-conscious labelling

Undaunted Striver (8%)

Image conscious 

Likes to try new things 


Introduction to Consumer Types in Australia

Background on Euromonitor International’s consumer types analysis
Uncovering key consumer types in twenty-one global markets
Key traits of the five Australian consumer types
More on Australian consumer types
Inspired adventurer
Conservative homebody
Secure traditionalist
Empowered activist
Undaunted striver

Lifestyle Habits and Preferences

Exploring the lifestyle habits and preferences of Australian consumers
Attitudes toward status and consumerism
Trade-offs between spending, time, and ways to simplify life
Exploration of nutrition and exercise across consumer types
Outlook on green labelling and environmental concerns
Dependence on and perceptions of the internet
Reliance on mobile phones

Following Australian Consumers Through the Path to Purchase

Exploring the habits of shoppers in Australia
Path to purchase: inspired adventurer
Path to purchase: conservative homebody
Path to purchase: secure traditionalist
Path to purchase: empowered activist
Path to purchase: undaunted striver
Understanding online shopping behaviour

Demographic Breakdowns of Australian Consumer Types

Age and gender
City size and parental status
Education and employment

Research Overview

Euromonitor International’s consumer segmentation series
Other 2017 consumer types reports
Overview of lifestyles survey
Cluster analysis methodology in detail
Cluster analysis survey questions (1)
Cluster analysis survey questions (2)
Cluster analysis survey questions (3)
Cluster analysis survey questions (4)
Cluster analysis survey questions (5)