High income families, typically own their own home in the inner suburbs.
Young, single, well educated, inner city professionals with high incomes, typically renting apartments. Cultured, connected, clued-in & cashed up.
Young families in the outer suburbs, living up to their above-average incomes. Their beloved gismo-enriched home is the nucleus of their family.
Closest to the average Australian, these young, educated, outer suburban families are working full time to pay off their expensive separate house.
Young parents or older families with children still at home, outer suburbs, bargain hunters.
Conservative, risk-averse retirees focused on health, security and maintaining an income from investments or the pension, even if they're mortgage-free.
Mostly Aussie-born, these struggling young families, single mums & retirees are focussed on making ends meet. Many are welfare dependent.
Helix Personas is designed to provide accurate profiling of Australian consumers across a variety of attributes. The attributes that have been included in creating Helix Personas have been selected as the most predictive and defining consumer attributes. Helix Personas is a Trademark of Roy Morgan Research. Values Segments devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. All figures are based on 14+ population.