Consumer Types: Australia
Strategy Briefing
About This Report
Oct 2018While 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
Tech-savvy
Introduction to Consumer Types in Australia
Scope
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
Income
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)
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