Basic Needs^© refers to a pattern of responses offered by respondents who are focussed on "getting by" on a day to day basis. They are often in their "twilight years", retired, pensioners and people on social security.

To many it appears as if they have given up on life, however this segment is generally happy and contented with what they have. They are not looking for more and enjoy watching the world go by but feeling a part of it as it does. They have that sense of wisdom and happiness which comes with grey hair

The Basic Needs^© segment has a strong sense of community and are often involved with programmes such as Safety House and Neighbourhood Watch, also partly because of their desire for order and security in their environment. They promote a strong Christian ethic as basic values and are more likely to be regular church attendees.

This segment tends to be heavy consumers of free media, suburban newspapers, television, and radio. Longer running and more conservative television programmes tend to predominate with this segment including The Bill, Australian Story, Wheel Of Fortune & McLeod’s Daughters; they’re also heavy watchers of daytime soap operas, The Bold & The Beautiful and The Young & the Restless. Being keen viewers of documentary and news programmes, such as the 7:30 Report, Today Tonight, Stateline and 60 Minutes reflects their interest in keeping track with what is going on around them. Their radio listening tastes tend to revolve around Racing Radio and NewsTalk.

* Developed in conjunction with Colin Benjamin - ^© The Horizons Network 1997.