107: Domestic Bliss
In the Domestic Bliss Persona you’ll find lots of mid-life householders, along with mid- life families and older households. Most are married and some have children under 16 at home.
They are among the most quintessential Australians in Leading Lifestyle. 4 in 5 are born in Australia, and a significant proportion from the UK.
You’ll find them clustered most significantly in Sydney and Melbourne, with smaller clusters in Brisbane and Perth, living in separate houses.
Domestic Bliss are doing well on the financial front. A high income along with a high proportion of outright home ownership bestows them with a sense of financial security, giving them confidence when it comes to money.
Content and optimistic, people who belong to the Domestic Bliss Persona are also enthusiastic consumers – with many big spenders among them. They’re willing to spend on things big and small – from renovating their homes and updating its interiors to an annual overseas holiday, as well as their favourite brands on the supermarket shelf.
Highly educated, they are also socially aware and progressive. They enjoy watching the ABC and SBS to stay up-to-date with world affairs. Culture is a priority too – on the weekends you’ll find them at the theatre and the cinema, as well as dining in restaurants and cafes. Other times they enjoy a quiet weekend at home, absorbed in a novel and enjoying a glass of wine.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Domestic Bliss persona