204: High Life
High Life distinguish themselves from their peers in their love of big city nightlife – you’ll find them hitting the nightclubs, bars and pubs in the evenings with gusto wearing new outfits, boasting another of their passions – fashion.
High Life are highly techy, culture and nightlife loving young singles and couples, living in Melbourne and Sydney, along with smaller clusters in Brisbane and Perth. Around one third live in shared households and a quarter are still studying.
Almost half are renters, living in mix of apartments and houses, close to the city’s entertainment centre and nightlife. Most are Australian born, along with a significant proportion born in Asia, the UK and New Zealand. A significant proportion work in the public service.
They are highly techy – you’ll find many early adopters among them and they are heavy internet users; they don’t hesitate to update their devices and gadgets.
Like their Metrotech peers, High Life are highly educated, socially aware and optimistic. They are stimulated by new experiences and big ideas.
When it comes to attitudes to social issues, you’ll find High Life sitting firmly left of centre; care about issues that affect society at large and place a great value on the protection of personal freedoms.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the High Life persona