502: Tech LIfe
Tech Life are tech & trend loving young singles living with their parents, young couples and young parents. Digital is at the centre of their daily lives; they don’t hesitate to upgrade their phones or grab the latest gadgets and computer equipment. Many are still studying. Close to 3 in 10 were born in Asian countries outside of China such as India. You’ll find them living in suburban Sydney and Melbourne.
Full of youthful optimism and intent on creating a successful future they can be proud of, people belonging to the Tech Life Persona seek out new experiences.
They love fashion, beauty and lifestyle products and are quick to embrace a new trend or brand.
They’re health focused, and love playing sports when their busy schedule allows for it. They also like watching their fat and sugar intake and buying organic. You’ll find many vegetarians among them.
Tech Lifers also distinguish themselves from their peers when it comes to their attitudes to advertising. Unlike some of their more cynical Australian-born counterparts, Tech Lifers are more likely to say they notice advertising and to find it interesting.
Despite their youth and zest for all things shiny and new, people belonging to the Tech Life Persona are more likely to take a conservative view when it comes to social issues and to be religious – many attend a place of worship regularly.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Tech Life persona