603: Quiet Home Life
Life revolves around the home for those in the Quiet Home Life Persona, with commercial TV taking up a large slice of leisure time, as well as combing through the weekly catalogues in search of a bargain on every day essentials.
You’ll find many older householders in the Quiet Home Life Persona – more than half are aged 50+, along with some single-person households and single parents among them, living a modest lifestyle in and around regional cities and coastal towns in New South Wales, Queensland and Victoria. Few have a tertiary education and the great majority are Australian-born.
Despite having a low average household income people in the Quiet Home Life Persona are better off than some of their peers in the Fair Go Community in a financial sense, thanks to a high proportion of outright home ownership.
When it comes to mindset, this Persona is risk averse and traditional and conservative in their views. Too much change tends to overwhelm them. They worry about crime and tend to be suspicious of the motivations of government and corporations.
Figure 1 indicates most likely demographics, likes, hobbies, interests and lifestyle of the Quiet Home Life persona