508: Frugal Living
The great majority of Frugal Living are Australian born and likely to be conservative and internally focused when it comes to mindset. Change tends to overwhelm and they likely lament society’s shifting values. Issues such as crime, the cost of living and the needs of people living in rural and regional Australia top their list of concerns. You’ll find many Liberal/National voters among them.
Frugal Living is the oldest Persona in the Doing Fine Community – just over half are aged 65 and over and retired. Life revolves around the home for these contented older householders, who are enjoying their retirement years. Many live alone and you’ll find them residing in rural and outer urban areas of New South Wales, Victoria and Queensland.
Almost all live in separate houses and the majority own them outright.
They’re not particularly engaged with technology, taking a more utilitarian approach to help them get things done. You’ll also find a significant proportion that skip the online world altogether. Leisure time is likely sedentary and taken up with TV – many fall into the ‘heavy’ commercial TV consumption category.
Not surprisingly, most are light spenders but will spend on the odd indulgence when the budget permits, such as a meal at the local pub or RSL club, placing a bet at the TAB or trying their luck with a lottery ticket.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Frugal Living persona