Symbols of Success
Suburban Comfort
Urban Intelligence
Singles
& Starters
Family
Growth
Provincial
Pride
Working
Fringe
Community
Challenge
Grey
Power
Cultural
Ties
Rural
Ties
Rural Living
Rural Living
This is the pdf about the entire Rural Living segment - 13.5% of all households
  • Rural Escape
  • Suits & Gumboots
  • Seasoned Country
  • Rural Simplicity
  • Heartland

PDF Format Download Full PDF [234kb]

K38
Rural Escape
Rural living non-farming households with small sections working in service towns.
Rural Escape
K39
Suits & Gumboots
Large houses on lifestyle blocks with urban commuters
Suits & Gumboots
K40
Seasoned Country
Mature couples living on smaller farms
Seasoned Country
K41
Rural Simplicity
Simple-living families living in lower value rural communities
Rural Simplicity
K42
Heartland
Established large farms containing traditional families on prime land
Heartland
Statistical Data
Click on the thumbnail to view overall statistical data for this segment. Further graphical data is available in the pdfs. Bar Charts are indexed to a New Zealand base of 100. Find our more »
Stats on the Rural Living demographic

Rural Living are located in country farming areas and rural service towns.

This group includes school children with middle-aged parents, with grandparents, ranging in age from 25 to 64.

Employment is generally on the farm, however there are lifestyle Types within this group, such as Rural Retreats, that work in the city while living on lifestyle blocks.

They spend a disproportionate amount of time tending the land, and as most live at work, they understandably find it difficult to switch off from their jobs. Average household income is approximately $63,000.

Rural Living often shop for basic requirements at a local store. They like to have traditional meals at home, often eating meat, and rarely buy frozen or ready prepared meals. New Zealand beer is popular, and beer is preferred over wine. These people enjoy a beer after a hard day and, not surprisingly, rarely eat at restaurants.

Self-sufficient, they consider themselves as ‘do-it-yourself’ kind of people, and are have an average ability with computers and other technology. They are light Internet users however, as the technology is often not practical in remote areas.

Rural Living don’t trust the New Zealand Government, feeling the agricultural sector is increasingly neglected in favour of more ‘fashionable’ industries.

Rural Living Categories

Five categories of rural landowners and workers in New Zealand’s farming heartlands. From hobby farms to rural economic powerhouses.

Categories

Rural Escape
Rural living non-farming households with small sections working in service towns.

Top Districts

Far North District, Tasman District, Dunedin City, Southland District & Manawatu District

Top Suburbs

Kerikeri, Kairanga, Manakau, Lincoln, Ross, Awhitu, Collingwood, Parua Bay, Havelock & Omaha
Suits & Gumboots
Large houses on lifestyle blocks with
urban commuters		 Rodney District, Franklin District, Waikato District, Waimakariri District & Waipa District Dairy Flat, Matangi, Ohoka, Rolleston, Kumeu, Riverhead, Helensville, Drury, Karaka & Waiuku
Seasoned Country
Mature couples living on smaller farms
 Western Bay of Plenty District,
Rodney District, Timaru District, Waimakariri District & Franklin District
 Te Puna, Aongatete, Wairau, Kerikeri, Opaki, Matangi, Otaki, Kumeu, Geraldine & Levels
Rural Simplicity
Simple-living families living in lower value rural communities		 Western Bay of Plenty District, Whangarei District, Rodney District, Waikato District & Far North District Pyes Pa, Wellsford, Maungatapere, Te Puna, Cust, Kerikeri, Waiuku, Dargaville, Kumeu & Helensville
Heartland
Established large farms containing traditional families on prime land
Hastings District, Matamata-Piako District, South Taranaki District, Southland District & Ashburton District Te Aroha, Kiwitahi, Twyford, Wairau, Paengaroa, Longlands, Meeanee, Te Puke, Tahuna & Manaia