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Selected insights on target audience: Credit card users in Australia

• Many credit card users have a high annual household income
• A happy relationship is a relatively important aspect of life to credit card users
• 39% of credit card users are in the early majority of innovation adopter types
• Rising prices, inflation & cost of living are of particular concern to credit card users
• 49% of credit card users remember seeing ads on social media

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community
• Living Situation
• LGBTQ+

• Life values
• Main interests
• Hobbies & leisure activities
• Sport activities
• Sports followed
• Pets

• Consumer attitudes
• Challenges facing the country
• Politics
• Innovation adoption
• View on the country's economic situation
• View on personal economic situation
• Economic concerns

• Media usage
• Social media usage
• Digital advertising touchpoints
• Non-digital advertising touchpoints

Demographic profile

• Age of consumers in Australia
• Gender of consumers in Australia
• Level of education in Australia
• Share of consumers in Australia in the high, middle, and low thirds of household gross income
• Type of households in which consumers in Australia live
• Communities where consumers live in Australia
• Accommodation type and home ownership in Australia
• LGBTQ+ status of consumers in Australia

• Most important aspects of life for consumers in Australia
• Top 10 interests of credit card users in Australia
• Top 10 hobbies and leisure activities of credit card users in Australia
• Top 10 sports activities of credit card users in Australia
• Top 10 sports followed by credit card users in Australia
• Pets living with credit card users in Australia

• Agreement with statements in Australia
• The 10 most important issues facing Australia according to credit card users
• Political attitudes of consumers in Australia
• Innovation adopter types based on statements towards innovation by consumers in Australia
• Economic situation in Australia as percieved by credit card users
• Perceived personal economic situation of credit card users
• Agreement with statements regarding economic concerns of credit card users

• Type of media consumers in Australia have been using in the past 4 weeks
• Top 10 social networks used by credit card users
• Top 10 channels where credit card users in Australia remember coming across digital advertising
• Places where consumers in Australia have come across non-digital advertising in the past 4 weeks