307: Experience Seekers
Experience Seekers are bursting with youthful optimism and have high hopes for the future, dreaming of a successful and prosperous life ahead. They seek new experiences every day and look to fashion to express their personalities to the world.
Members of this Persona skew young – a high proportion are aged 14-24 and around a third are living at home with their parents. They are culturally diverse, about 4 in 10 were born overseas, with a significant proportion hailing from India, China and other parts of Asia.
The majority live in separate houses, many are renting, with the rest a mix of outright home owners and those paying off a mortgage. More than half live in Sydney – in the North West and South West – and the rest are spread across Melbourne.
Experience Seekers aren’t as well educated as their Community peers, owing to the young age skew, many are currently studying or still in high school.
They are likely to shun traditional media – commercial TV and print media particularly – instead spending most of their time online and on social media.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Experience Seekers persona