• 47.8%37,545 Males
• 52.2%41,001 Females

Largest group: Females at 52.2%

Largest group: 30-49 at 41.8%

• Less than secondary / high school13.5%10,604
• Secondary / high school graduate16.4%12,882
• Post-secondary vocational / technical training9.6%7,540
• Some college / university – no degree8.1%6,362
• Associate / short-cycle tertiary diploma8.9%6,991
• Bachelor's degree25%19,637
• Master's degree (MA, MSc, MBA, etc.)14.3%11,232
• Professional degree (MD, DDS, LLB, JD, etc.)2.8%2,199
• Doctorate (PhD, EdD)1.4%1,100

Largest group: Bachelor's degree at 25%

• Married / Civil Partnership42.3%33,225
• Single / Never Married32.7%25,685
• Divorced7%5,498
• Widowed / Separated5.9%4,634
• Living with Partner (Cohabiting)12.1%9,504

Largest group: Married / Civil Partnership at 42.3%

• Millennials (born 1981–1996)33.9%26,627
• Gen Z (born 1997–2012)25.2%19,794
• Gen X (born 1965–1980)23.8%18,694
• Baby Boomers (born 1946–1964)14.1%11,075
• Silent Generation (born before 1946)3%2,356

Largest group: Millennials (born 1981–1996) at 33.9%

• Full-Time Employee40.3%31,654
• Retired13.4%10,525
• Part-Time Employee11%8,640
• Student10.8%8,483
• Homemaker6%4,713
• Self-Employed / Contract / Freelance5.7%4,477
• Unemployed3.4%2,671
• Disabled / Not Able to Work3.4%2,671

Largest group: Full-Time Employee at 40.3%

Largest group: Middle Household Income · A$90,000 – A$119,999 at 22.4%

Largest group: Middle Income · A$55,000 – A$74,999 at 21.3%

• Debit Card Users16.9%13,274
• Credit Card Holders15.8%12,410
• Online / Mobile Banking Users11.8%9,268
• Home Loan / Mortgage Holders9.5%7,462
• Digital Wallet / Mobile Money Users8.5%6,676
• Life Insurance Policy Holders6.8%5,341
• Personal Loan Holders6.4%5,027
• Mutual Fund Investors6.3%4,948

Largest group: Debit Card Users at 16.9%

• Own Primary Residence55.4%43,514
• Rent Primary Residence21.4%16,809
• Live with Family Member(s) in Their Residence12.7%9,975
• Live in Student / University Accommodation6.3%4,948
• Other Living Arrangement4.2%3,299

Largest group: Own Primary Residence at 55.4%

• 36.4%28,591Detached House
• 15.6%12,253Semi-Detached House
• 13%10,211Terraced / Row House / Townhouse
• 9.4%7,383Bungalow / Single-Storey House
• 7%5,498Apartment / Flat – with balcony or garden
• 4.6%3,613Apartment / Flat – no outside space
• 3.9%3,063Cottage / Farmhouse
• 3.5%2,749Condominium / Serviced Apartment
• 2.4%1,885Dormitory / Hostel / Group Quarters
• 2.3%1,807Other Dwelling Type
• 1.9%1,492Mobile Home / Caravan

Largest group: Detached House at 36.4%

Largest group: 18+ Years (adult children) at 26.9%

• Household Head / Main Earner17.1%13,431
• Dual-Income Households15.1%11,860
• Primary Grocery Shoppers11.2%8,797
• Children's Education Decision Makers11.2%8,797
• Household Budget Managers10.6%8,326
• Single Parents9.7%7,619
• Multi-Generational Households5.1%4,006
• New Parents (child under 1 year)4.8%3,770

Largest group: Household Head / Main Earner at 17.1%

• Household Service Decision Makers16.9%13,274
• Residential Cleaning / Domestic Help Users13.1%10,290
• Air-Conditioning / Cooling Service Customers12.9%10,132
• Electrical Repair Service Customers12.1%9,504
• Home Maintenance & Handyman Service Users11.6%9,111
• Plumbing Service Customers10.7%8,404
• Pest-Control Service Customers8.5%6,676
• Landlords & Property Managers8%6,284

Largest group: Household Service Decision Makers at 16.9%

• Australian / Anglo-Celtic58%45,557
• Other European13%10,211
• South Asian (Indian, Sri Lankan, Pakistani)6%4,713
• Chinese6%4,713
• Southeast Asian (Filipino, Vietnamese, Malaysian)6%4,713
• Aboriginal & Torres Strait Islander4%3,142
• Other ethnic groups / minorities4%3,142
• Middle Eastern3%2,356

Largest group: Australian / Anglo-Celtic at 58%

• New South Wales29.8%23,407
• Victoria26.4%20,736
• Queensland20.9%16,416
• Western Australia10.7%8,404
• South Australia7.1%5,577
• Tasmania2.2%1,728
• Australian Capital Territory1.9%1,492
• Northern Territory1%785

Largest group: New South Wales at 29.8%

Automotive

• 38.8%30,476Mass-Market Car Owners
• 25.1%19,715Car Insurance Policy Holders
• 9.8%7,698Vehicle Service & Repair Decision Makers
• 4.9%3,849Vehicle Purchase Intenders (next 12 months)

Technology & Digital Usage

• 23.7%18,615iOS Smartphone Users
• 11%8,640Android Smartphone Users
• 10.7%8,404Generative AI & Chatbot Users
• 10.1%7,933Cloud Storage & Productivity App Users

Travel

• 18.1%14,217Frequent Domestic Travellers (3+ trips a year)
• 12.4%9,740International Travellers
• 12.4%9,740Family Vacationers
• 9%7,069Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 14.5%11,389Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 13.5%10,604Gardeners & Home Growers
• 11.6%9,111DIY & Home Improvement Enthusiasts
• 10%7,855Eco-Conscious / Sustainable Living Consumers

Media & Entertainment

• 20.4%16,023OTT / Subscription Video Streaming Subscribers
• 12.7%9,975Music Streaming Users
• 11.1%8,719Book & E-Book Readers
• 10.9%8,562Free Ad-Supported Video Platform Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 28.3%22,229Non-Tobacco / Nicotine Users
• 18.9%14,845Beer Consumers
• 17.5%13,746Wine & Spirits Consumers
• 11.1%8,719Former Tobacco / Nicotine Users

Consumer Electronics Ownership & Purchase

• 17%13,353Laptop / Desktop Computer Owners
• 15.2%11,939Consumer Electronics Purchase Decision Makers
• 13.8%10,839Smart TV Owners
• 10.4%8,169Audio / Headphone Device Owners

Content Creators & Social Media Influence

• 21.9%17,202Casual Social Media Content Posters
• 14.2%11,154Short-Form Video Creators
• 11%8,640Photo & Visual Content Creators
• 10.8%8,483Long-Form Video Creators