Generation X

Meet Richard and Michelle, successful professionals.

Richard is a career-orientated professional, but at 42 is trying to improve his work-life balance to spend more time with his young children. Michelle is juggling the tradesmen for the renovation while working 3 days a week from home as a graphic designer while caring for two toddlers.

Due to their hectic lifestyles Richard and Michelle buy online as much as possible. Whether it's their weekly food shop, new children's clothes and toys or household gadgets, their first point of call is major online brands. Which brands they buy is influenced by their local newspaper.

Somehow they still find time to entertain friends and family, helped out by handy online recipes.

"Time is money, I'll pay for convenience to spend more time with my family."

While Richard is focused on increasing the value of their investment portfolio, Michelle is shopping online for items for their rapidly growing family.

Soon will come choices about schools and possibly a home extension, these valuable decisions will be influenced by the media they consume.

They're both looking forward to their first family holiday and are willing to pay more to make it child friendly and extra-special.

Key Stats

ACM Total Audience
Australian Reach
  • 44
    Average age
  • $122,000
    Average household income
  • 4
    Average household size
  • $162
    Weekly Supermarket Spend
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Jan 2019 | Neilsen DC Feb 2019.