This is Joshua, recently graduated from university but still living the student life.

His social life is booming as he uses his new discretionary income from his first full time job to fund nights out, weekends away and taking up new hobbies.

When he's not hosting house parties at his new share-house he's travelling back to his parent's house in his second hand souped up car for a home cooked meal.

Joshua lives in the moment and his happy-go-lucky attitude is reflected in his spending preferences; he's willing to pay for things that matter to him, such as his TV and music streaming subscription servic.

"I want the young professional lifestyle I see portrayed in the media."

Joshua rarely carries cash, everything is digital, from taxis to cinema tickets his mobile is the point of purchase.

Not only does he buy online but avidly shares what he buys; whether he posts, tweets or snaps he influences his online peer group with his purchase decisions.

Soon he'll start saving to buy his first apartment, with a little help from mum and dad. For now though his major purchase considerations are more focused on entertainment, a new games console, concert tickets and a trip to Japan.

Key Stats

ACM Total Audience
Australian Reach
  • 26
    Average age
  • $101,000
    Average household income
  • 3.8
    Average household size
  • $127
    Weekly supermarket spend
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Jan 2019 | Neilsen DC Feb 2019.