111: Success Matters
Highly educated and career orientated, those belonging to the Success Matters Persona are likely to be young families and young couples, intently focused on success and demonstrating their achievements to the world.
About half live in metropolitan Sydney, along with a smaller cluster in Melbourne, Brisbane and the ACT. Mostly they live in townhouses or semis, with an even mix of home ownership, paying off their home and renting. A high proportion are renting, while a significant proportion are still paying off their homes.
While the majority are Australian born, you’ll also find a significant proportion of people from Asia in this Persona, hailing from a mix of countries including China and India.
They’re socially aware and embrace change. Technology is high on the priority list – you’ll find many early adopters among them and they use technology to stay on top of their busy lives.
They’re also social and love getting out and about. On the weekends you’ll find them at the cinema, attending professional sports events, indulging in a bit of retail therapy at the department stores or enjoying a glass of wine over a meal at an upmarket pub or licenced cafe.
During the busy work week, they often look to convenience foods and takeaway – which they likely work off the next morning at their regular gym session.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Success Matters persona