Traditional Family Life^© refers to a pattern of responses associated with the older counterparts of the Conventional Family Life^© segment. The Traditional Family Life^© segment are motivated by similar values in terms of security, reliability and providing better opportunities for their family. However, they are now, within Australia, generally empty-nesters or extended families.

With their children grown their focus is on re-building their relationship with one another, finding time to do all things they never could while their children were growing up. But with such a strong focus on the family, they spend a great deal of time and energy getting the family to visit them, babysitting, weekend BBQ's and buying lollies for the grandkids which their parents won't let them have.

Not liking change, old and familiar environments are important in the Traditional Family Life^© segment . This is often reflected in a proliferation of family photographs adorning the walls of their home and a reluctance to leave the family home.

This pattern of responses tends to be associated with people who value and try to hold onto traditional family roles and structures. They mourn over divorces and broken homes, but love and support of their children drive them to accept these situations even if they don't like them.

Having more time on their hands, they are more likely to be heavy readers of the daily newspaper. They do not tend to be magazine readers although their interest in gardening leads to a high readership of Better Homes & Gardens, Gardening Australia (they are also heavier viewers of that TV programme) and Your Garden. They are also higher than average readers of older, more conservative magazines such as Woman's Day, Women’s Weekly, New Idea and Auto Club magazines. Newspaper inserts of TV magazines are also popular due to their higher than average television viewing habits.

The Traditional Family Life^© television viewing habits suggest an interest in solving problems or puzzles and keeping mentally agile, but in a safe, vicarious way. They tend to be heavy watchers of the ABC, watching programmes such as Australian Story, The Bill, Strictly Dancing & Reality Bites and information based programmes such as the News, The 7:30 Report, Stateline, 60 Mins, Four Corners and a heavy diet of documentaries.

They are one of the segments least likely to listen to commercial radio.

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