Who We Are

Age:

25-34

HH Income:

Under $41,000

HH Composition:

Singles

Housing tenure:

Rented

Key Facts

Coastal and tourism locations

Well educated

Millennial singles & sharers

Renters

Retail and service roles

Below average income

Why we matter

Spirit Questers are social and influential. They don’t like to take in a lot of advice but they do enjoy giving it. Because of their professions in tourism and hospitality –predominantly in tourist towns – this advice can go a long way. Tapping into this word-of-mouth opportunity can be a powerful source of advocacy that savvy brands can capitalise on. Food, health and wellbeing present opportunities for brands to influence the Spirit Questers.

 

Who we are

For some, the desk life just isn’t for them. This educated Type, most likely after a stint of international travel, realised there is more to life than staring at a computer screen 9–5. Instead they choose the endless summer, away from technology and closer to nature and people. More likely to be single and aged 30–34, Spirit Questers are working in part-time or full-time work within the tourism or hospitality industry. With an average personal income likely to be under $50,000 p.a. they are in it for the passion and not the money.

 

Where we live

Drawn to nature and a simpler life, Spirit Questers are one of the Types most likely to live within proximity to the coast and national parks, and this is very much a conscious choice. Traditionally warm, holiday locations are where this Type calls home with large contingents in Cairns, Byron Bay and in Darwin. They aren’t the only ones attracted to these areas as they have some of the highest population growth rates. Vehicle ownership is low as are average rents and mortgage repayments for those renting or living in their own homes. Other suburbs that contain many Spirit Questers are Surfers Paradise, Southport and Maroochydore in Queensland, and Wollongong, Gosford and Port Macquarie in NSW.

Queensland

Surfers Paradise

Southport

Maroochydore

New South Wales

Wollongong

Gosford

Port Macquarie

spirit questers - AUS map
spirit questers - NSW map

What we do

Using their bicycle as their main form of transport, Spirit Questers enjoy visiting the beach and interacting with nature. Drinking and socialising usually takes place in informal social settings instead of licensed venues or at private events. Despite favouring social interaction, donations and charity isn’t high on the list for this Type. Shopping and purchasing is limited to the main streets in town where recommendations and trialling a product can be done in person. A low-stress lifestyle rules the ‘order-of-the-day’ here.

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