27 September 2005

4WD user profile

"A typical 'city' four-wheel drive owner" is:

  • in their 40s to 50s
  • obese
  • conservative, intolerant
  • homophobic
  • in full employment, well remunerated
  • not keen on Indigenous culture
  • allergic to public & good causes
  • has a low regard for disadvantaged people

they view themselves:
  • as rugged individualists 'lovin a bit of sport'
  • 'it's ok to use force to get my way' (also on & off road)
  • proud 'Mr. Fixit'
  • ok to be digitally illiterate
via ABC news online

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