407: House Proud
As the name suggests, people belonging to the House Proud Persona are home focused and perennial home improvers like their Community peers. And like their counterparts, they see their homes as an expression of their status in the world.
You’ll find a mix of ages and household types among them, living in metro and country areas of New South Wales and Queensland.
In their spare time you’ll find them happily juggling DIY projects, redecorating, gardening and doing general maintenance around the home – activities which also count as leisure time.
House Proud’s are Aussie through and through – not only were the great majority born here, their Australian roots reach back at least one generation.
When it comes to mindset, they tend to be conservative. Too much change tends to overwhelm them and they worry about society’s shifting values. And when it comes to social issues, crime and the maintenance of law order top their concerns.
They take a considered approach to technology- many feel overwhelmed by the pace of change and fall into the ‘Traditionalist’ technology adoption segments, and most are light internet users. Instead of spending time online, they prefer to watch commercial TV. They don’t mind the odd flutter on the pokies.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the House Proud persona