401: Home Improvers
Life revolves around the home for Home Improvers, who are very house proud and see their homes as a symbol of their status and achievements in life. They are likely to be midlife family and midlife householders, living in a mix of metro and outer urban areas, clustered most significantly in New South Wales, Queensland and Victoria.
They are perennial improvers – they’ve always got something on the go around the house, be it a major renovation or DIY project, refurbishing or redecorating. Working through an endless list of general maintenance and upgrading projects, which they love to do themselves.
Home Improvers are also likely to be big spenders. On the weekends you’ll find them at hardware stores and home exhibition shows looking for inspiration for their next DIY project.
They are also hugely invested in their homes from a financial perspective – a very high proportion own their homes outright, along with a similarly high proportion of those paying a mortgage.
The great majority of Home Improvers are Australian born and you’ll find many farm workers and self-employed among them. When it comes to mindset, Home Improvers are likely to be right of centre – you’ll find many Liberal and One Nation voters among them.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Home Improvers persona