Who We Are

Age:

60-79

HH Income:

$34,000-$65,000

HH Composition:

Families

Housing tenure:

Owned

Key Facts

Mixed age groups

Mixed household composition

Rural locations

Farm owners

2-25 acres land

Average income

Why we matter

Farming Reliance are potential long-term and loyal customers who deeply value Australia’s environment and society. The automotive category can be lucrative, with high requirements for rugged vehicles suitable for an agricultural life. Investments typically are rare amongst this Type, preferring to instead pour their heart and soul into their farming business and spending the remainder to live ‘for the now’. Often too busy to worry about their health, there is an opportunity for brands to tap into this under-represented segment and take care of one of our hardest working providers.

 

Who we are

Farming Reliance are mostly families that work in agriculture and farming. These established households tend to be composed of parents aged 50+ with multiple kids. Compared to other Types, Farming Reliance is amongst the highest ranking for being Australian-born. Given their distance from towns and amenities, as well as their large land size, it is common for there to be 3 or more vehicles in the household.

 

Where we live

As the name implies, Farming Reliance have amongst the largest land sizes, second only to Outback Comfort. Standalone houses on 2 to 25 acres are the norm. Wide open spaces are what it’s all about. With one of the highest lengths of residence of all the Types, they aren’t in a rush to move anywhere soon. It is this long residency which helps Farming Reliance to own their home outright, with only a small proportion of them making mortgage repayments. Popular areas for this Type are Dubbo, Young and Inverell in NSW, Jimboomba, Mareeba and Sarina in Queensland, and Irymple, Mansfield and Hamilton in Victoria.

New South Wales

Dubbo

Young

Inverell

Queensland

Jimboomba

Mareeba

Sarina

Victoria

Irymple

Manfield

Hamilton

farming reliance - NSW map
farming reliance - AUS map

What we do

Being in the country has its benefits. Farming Reliance takes full advantage of their environment and spend their free moments bushwalking, horse-riding, camping and fishing. Visiting agricultural shows have the combined benefit of mixing entertainment, socialising, networking and keeping up-to-date with the latest developments in their industry. This Type aren’t big into gambling or drinking due to their remoteness, which also makes it difficult to visit friends and family as much as they’d like.

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