Segmentation groups and types

Wealthy households who own million-plus properties in premium, tree-lined locations.

Key features:

• Large families with the highest incomes
• Most expensive properties
• Senior business roles and directors
• Substantial assets and financial products
• Luxury cars
• Lavish spending

Established households in expensive detached homes within select commutable neighbourhoods

Key features:

• Very affluent homeowners
• Business owners and leadership roles
• Very high incomes and discretionary spending
• Investment and savings products
• Large saloon or executive vehicles
• Holiday spenders

Influential residents of luxury city centre properties with extremely high incomes and assets

Key features:

• Very high incomes
• Expensive rented flats
• Located in the capital and other big cities
• Social lifestyles
• High spend on clothing and personal care
• Business flights

Advanced-age solo owners of average suburban semis, now living alone in what was the long-term family home.

Key features:

• Elderly singles
• Paid-off mortgages
• Respectable pensions
• Long-standing residences
• Enjoys cruises and coach tours
• Newspaper readers

Financially-secure elderly singles owning modest but pleasant homes in large villages where community thrives.

Key features:

• Elderly singles
• Long standing residences
• Rural areas
• Owns valuable assets
• Paid-off mortgages
• Healthy diets

Couples growing old together in their long-standing homes, pleasant but modest outer suburban or small-town semis.

Key features:

• Retired couples
• Paid-off mortgages
• Long-standing residences
• Respectable pensions
• High discretionary incomes
• Low internet use

Older married couples with two pension incomes, who have moved to retirement bungalows in popular locations.

Key features:

• Elderly retired couples
• Paid-off mortgages
• Bungalows
• Investable assets
• Low personal incomes
• Car trade-in or leasing

Mature homeowners with adult children still at home, settled in traditional inner-suburban semis with low mortgages.

Key features:

• Mature families with adult children
• Semi-detached houses
• Low to no mortgages
• High energy usage and costs
• A-level qualifications
• Enjoys sports

Middle-aged couples with one or more teenage children, in pleasant suburban homes they bought some years ago.

Key features:

• Mature families
• Older children
• City suburbs and commuter villages
• High incomes
• Established in the community
• Expensive weekly shopping

Married couples living child-centred lifestyles with more children than average in value for money housing in commutable suburbs.

Key features:

• Middle-aged families with multiple children
• Commuter villages
• Workplace pensions
• Prefer online channels
• High mobile usage
• Enjoys children-oriented activities

Working parents with young children in small suburban semis with decent salaries but high outgoings.

Key features:

• Young couples and families
• University educated
• Young children
• High expenses
• Budget holidays
• Sustainability-minded

Pre-children singles and couples with progressing careers who have moved into recently constructed homes.

Key features:

• Young singles and couples
• Properties built since 2010
• Above average income
• Social lifestyles
• High mobile usage
• Non-essential spenders

Young family focused parents with many pre-school children in compact properties on recently built estates.

Key features:

• Families with young children
• Properties built since 2010
• Low energy usage and costs
• Prefers buying online
• Monthly gym memberships
• Social media users

Households choosing a fresh start in brand new developments on the outskirts of towns.

Key features:

• Properties built in the last 2 years
• Mortgages
• Above average household incomes
• Sustainably minded
• High spend on non-essentials
• Tech-savvy

Small families, often one parent and child, with little money to spare, in compact social housing units.

Key features:

• Young families
• Purpose-built flats
• Low incomes
• Council/HA tenants
• Low-level qualifications
• Social media users

Families with many children in low-cost social housing where space is at a premium and budgets are stretched.

Key features:

• Middle-aged families
• Several children
• Council/HA tenants
• Low level qualifications
• Plays video games
• Shop on mobiles

Modest-income older couples with adult offspring in small terraces, who are near-outright owners but have few savings.

Key features:

• Older couples
• Terraced houses
• Low mortgage values
• Established residents
• Routine occupdations
• High energy spend

Mature families with young adults and teens, sharing resources in low-value semis on traditional social estates.

Key features:

• Shared resources
• Young adults living at home
• Council/Housing association
• Low discretionary incomes
• Price-conscious
• Budget holidays

Older families with adult children, pooling limited resources in terraced social homes within city and town estates.

Key features:

• Multiple working-age adults
• Low discretionary incomes
• Council/Housing association
• City suburbs
• Price-motivated shoppers
• Check product reviews

Working singles living in modern-era apartments built as cost-effective options amongst suburban housing.

Key features:

• Working singles
• Energy efficient purpose-built flats
• Outer suburbs
• Mix of private renters and council housing
• Below average incomes
• Low utility bills

Middle-age singles living in economical private flats and tenements in cities and large towns.

Key features:

• Mature singles
• Renting purpose-built flats
• Accessible city locations
• High level of transience
• Low discretionary incomes
• Shops for basics

Younger people renting converted flats in town centres close to high streets and local amenities.

Key features:

• Younger singles
• New to the area
• Renting converted flats
• Limited discretionary incomes
• Uses public transport
• Moderate social media users

Minimum wage essential workers who keep cities running, renting social flats in expensive central areas.

Key features:

• Urban areas
• Purpose-built flats
• Council/Housing association
• Low discretionary incomes
• Uses public transport
• Actively online

Settled older social renters in small flats or houses, many single and not in employment, managing minimal budgets.

Key features:

• Densely populated areas
• Low value council housing
• Low incomes and budgets
• Mix of unemployment and retirement
• TV news and advertisement
• Low mobile phone expenditure

Singles with extremely limited income in the most basic small-unit social housing.

Key features:

• Single adults
• Low value flats
• Very low discretionary incomes
• Unemployment
• Uses public transport
• Low food spend

Elderly people living in attractive small flats that are often designed and built as retirement communities.

Key features:

• Retired singles
• Purpose-built complexes
• Paid-off mortgage
• Attracitve locations
• Traditional communication
• Uses public transport

Retired individuals with minimal pensions who live alone in one-bedroom social-rented flats.

Key features:

• Retired singles
• Very low incomes
• Purpose-built flats
• Council/Housing association
• Low energy usage and costs
• Low tech households

Ageing singles suited to one-storey housing, renting small social units on basic pensions.

Key features:

• Mature singles
• Very low incomes
• Low efficiency bungalows
• Council/Housing association
• Limited non-essential spending
• Traditional media

Seventy-plus singles living alone in long-term homes within affordable suburbs, who have modest retirement budgets.

Key features:

• Retired singles
• Paid-off mortgages
• Established residents
• Low tech households
• Thrifty spenders
• Enjoys watching TV

Seasoned married couples in modest homes where double pension incomes give a little more to spend.

Key features:

• Elderly couples
• Terraced houses
• Average discretionary incomes
• Established residents
• City suburbs and towns
• Small mortgages

Later-life homeowners at or near retirement age, in remote locations where good-size plots can be bought for less.

Key features:

• Older singles and couples
• Rural areas
• Paid-off mortgages
• Low energy rating
• Established residents
• Enjoys arts and crafts

Families, often with children, in affordable homes situated in and around small communities in low-density, rural areas.

Key features:

• Families with multiple children
• Mix of homeowners and renters
• Commute to work
• No mains gas
• Enjoys playing games
• Enjoys camping holidays

Ageing households, with lower than average affluence, who live in small terraces in rural settings, many a legacy from industrial eras.

Key features:

• Older singles and couples
• Low value terraced homes
• Countryside views
• Homeowners with little-to-no mortgage
• Manual jobs and skilled trades
• Low food spend

Youthful career-builders gaining privacy and autonomy by renting a compact modern apartment on their own.

Key features:

• Young singles and couples
• Privately renting compact modern flats
• Stream music and television
• Low energy usage and costs
• Enjoy going to the gym
• Tech-savvy

Young people, some students and others, starting career and sharing facilities in multi-occupancy rented homes in urban areas.

Key features:

• Young homesharers
• Post-grads and entry-level careers
• Heavy social media users
• Video games and new tech
• Discount supermarket shoppers
• Prefer sustainable brands

Students renting in purpose built developments that are often all-inclusive, while experiencing university life in city centres.

Key features:

• Students
• Purpose-built developments
• Recently moved to the area
• Social lifestyles
• Shop via their mobiles
• Consume social media content