This group of classic Kiwis contain a mixture of ages and family groups - from young families to older retirees. Kiwiana also live in a mixture of localities, from big city suburbs to smaller sized provincial towns.

House values are close to the national median, if not slightly below, and are in average condition. These tend to be rented privately, or owned with a mortgage.

The more common occupations are more manual in nature, or in trades, which bring home slightly below average household incomes of $38,000. Having to make their earnings stretch, Kiwiana look for bargains and are the most attracted to discounts, promotions and special offers. They are also the heaviest users of coupons.

Although they are influenced by price, Kiwana still only buy products they know and trust, including stores' own brands or the brands they have grown up with. This reluctance to try new things is highlighted by the fact they are the most likely to buy the same food from week to week.

When it comes to fashion these people prefer function over style, and are somewhat hesitant when it comes to technology and the Internet.

Traditional Kiwi sports such as rugby, rugby league and cricket are popular with younger people, with more sedate pursuits such as darts are popular with older people. Magazine readership is high within the Kiwiana Types.