Variance by Employment Status

Similar to usage patterns, the most prominent variations in non-user profile are between those within and those outside of the labour force [Table 2d].

• Full-time, self and part-time employed non-users are significantly less likely to be “core non-users”, 39 per cent, 44 per cent and 50 per cent respectively.
• At 49 per cent, unemployed non-users are also significantly less likely to be core non-users.
• By contrast, 77 per cent, slightly less than four in five, retired non-users are “core non-users”.

Variance by Employment Type

There is very little variation in the non-user segmentation by employment type [Table 2d].

• At 18 per cent, non-users employed as professionals are more likely to be “new near users”.
• Non-users professionals are also less likely to be “core non-users” at 50 per cent.