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ACORN user guide

1. Urban Prosperity Comfortably Off Modest Means Hard Pressed O Unclassified acorn user guide 3 a Welcome How ACORN ts built ar peated AE The unique two stage method development of the new ACORN several years before the 2001 Census CACI employed an innovative was available We had already two stage approach to creating successfully used a range of additional the new ACORN As a first stage CACI data sources including lifestyle classified postcodes in the traditional Surveys to update the previous manner using a mixture of the Census version of ACORN We now wanted and our other data sources to ensure we built the new ACORN using the most robust data from the The data inputs into the classification best available sources In particular were carefully selected This included a we wanted to identify additional process of testing each variable s sources of data that would contribution to the power of the complement the Census classification We considered the effect of each variable individually Over 400 variables were used to build and their use in combination with ACORN and describe the different other variables This exhaustive testing ACORN types Of these variables 30 ensured the ACORN classification were sourced from the 2001 Census was built using data that provided The remainder were derived from the greatest discrimination and CACI s consumer lifestyle databases targeting power which cover all o
2. 243 Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones 214 Mobile bill 30 IBM compatible PC at home Buy gifts on line 299 Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 512 371 N 100 UK average 00 These young people live in urban areas in purpose built and converted flats This group has the highest levels of people aged 25 29 They are very highly qualified and are making their way up the career ladder in the professions and managerial roles They earn high salaries 40 of people live alone There are also high numbers sharing larger properties They are typically renting rather than buying which reflects the more transient nature of these communities They are hard working and as a result make optimum use of their leisure time They are twice as likely to use services such as ordering their groceries online for home delivery and the Internet for shopping These people are keen readers and have wide interests which include art music the theatre and cinema They also eat out regularly in restau
3. of type 4 22 31 32 17 6 18 61 13 1 34 8 6 9 9 9 8 41 13 12 48 3 7 15 21 5 6 0 72 4 21 Index to UK aly 114 106 81 87 27 58 239 69 81 163 86 34 242 57 123 588 65 141 IDS 59 59 99 64 LSL 13 1799 222 25 page 75 Low Income Asian Families Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 212 Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada T a o 3 a i 2 O 0 Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentration found in these areas 100 UK average 200 a Demographic Features Mainly young Asian families live in these terraced streets in some of our major of Index towns and cities The rest of the population in this type is ethnically diverse Living H i t to UK s sja i 5 x EER R alongside the families is a 12 student population sharing rented accommodation 7 rooms 12 63 O
4. Index of 100 UK Average Not to Scale 14 26 4 6 55 11 14 23 30 17 8 12 3 0 6 5 84 to UK 210 102 86 93 52 16 37 123 264 131 74 59 108 356 162 89 283 136 279 163 BY 151 ily 142 270 Sil page 41 Concentration found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of type 18 6 18 28 14 1 2 7 85 5 7 3 19 Pensioners single or couples 13 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White 14 40 3 2 59 12 11 25 31 16 7 12 4 0 5 5 83 Index of 100 UK Average Not to Scale page 42 Index to UK 524 33 62 YD 71 5 8 28 442 678 33 30 ial 348 254 3S 302 142 299 165 34 145 114 3 13S 250 90 Prosperous Young Professionals Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 245
5. Property is a mixture of houses and flats The houses tend to be large with four or more bedrooms with slightly more semi detached than detached and terraced Flats are a mixture of purpose built and converted some of which are privately rented Reflecting the slightly older age profile of the people in this type more of the houses are owned outright Car ownership is high with two cars being very common One of the cars is likely to be a high value company car These affluent individuals have high incomes as well as high levels of savings and investments They are also characterised by high credit card limits and high credit card usage They make investments using financial advisers and brokers as well as directly using the Internet Internet banking is very common All the major broadsheets are read and interests include fine arts and antiques theatre and good food and wine Eating out is also popular This type is well represented in Outer London Bromley Barnet and Kingston upon Thames and Manchester Trafford Aberdeen Stirling and Home County towns such as Guildford and St Albans Affluent Urban Professionals Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 217 238 Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Lo
6. E e peceerae cme Bk be expected educational qualification levels are generally low Education amp work Degree or equivalent 10 52 Car ownership is below the national average and many people travel to work A levels or equivalent 7 83 No qualifications 43 120 on foot or cycle Prof managerial 4 45 Lower managerial 14 75 i i i i Intermediate jobs 24 103 Incomes are on the low side so there is little scope for investments and savings Routine jobs 31 147 i Self employed 5 65 Use of credit cards is below average Looking for work 4 125 Agricultural workers 1 43 eee Leisure interests include camping angling bingo horseracing and rugby as well nicity Asian 3 69 as watching cable TV and going to the pub Black 1 30 White 96 104 Popular newspapers include the Daily Mirror Daily Sport and their Sunday Index of 100 UK Average equivalents as well as the Daily Star These types are largely found in former mining industrial and manufacturing areas of Wales and northern England Examples include Merthyr Tydfil Rhonda Burnley Barrow in Furness and Halifax page 80 Older People Rented Terraces Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays pe
7. type 1 16 31 55 5 6 23 66 4 0 28 11 18 Pensioners single or couples 18 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White Index of 100 UK Average 4 12 6 9 16 8 33 7 20 28 22 8 3 1 3 2 93 to UK 30 81 108 140 25 26 75 258 23 5 195 120 103 104 76 122 81 100 86 109 118 103 94 44 86 cal 101 page 77 Young Working Families Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line e 3 5 2 a 5 a 5 fe fe p e lt oO v A G a o Oo oO ce 3 1 Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these
8. 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 277 Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph 403 The Sunday Times 379 Financial Times a 34g Concentrations found in these areas 100 UK average 200 i h ffl le in the UK They live in wealth Demographic Features This type encompasses the most affluent people in the U ey live in w y of Index high status suburban and semi rural neighbourhoods particularly in the Home H i t to UK yg 5 eee one Counties Most are highly qualified professionals senior executives and business 7 rooms 73 374 i i pare ean Eo owners often in their 40s and 50s Owned with mortgage 45 LLS Social housing 1 6 Detached 81 352 They tend to live in large detached houses with four or more bedrooms many of Sue a as which are owned outright These households often have more than two cars at FEMS ee ty least one of which is likely to be a high value company car High rise floor 5 0 2 Famili TE 7 3 oe Sena thee den ere Unsurprisingly given their affluence and occupations these individuals are fl eee a fin
9. 50 58 48 103 page 81 page 82 Hard Pressed This category contains the poorest areas of the UK Unemployment is well above the national average Levels of qualifications are low and those in work are likely to be employed in unskilled occupations Household incomes are low and there are high levels of long term illness in some areas Housing is a mix of low rise estates with terraced or semi detached houses and purpose built flats including high rise blocks Properties tend to be small and there is much overcrowding Over 50 of the housing is rented from the local council or a housing association There are a large number of single adult households including many single pensioners and lone parents In some neighbourhoods there are high numbers of black and Asian residents These people are experiencing the most difficult social and economic conditions in the whole country and appear to have limited opportunity to improve their circumstances Category 5 Hard Pressed acorn page 83 Category 5 Group Struggling Families Types 44 45 46 47 48 49 These are low income families living on traditional low rise estates Some have bought their council houses but most continue to rent Estates will usually be either terraced or semi detached Two bedroom properties are more typical but the larger families may be housed in three bedroom properties Either way there may be an element of over
10. Asian 1 87 Black 1 Sil White 96 104 Index of 100 UK Average page 59 Middle Income Home Owning Areas Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 Th omfortably off middle aged people living outside major towns Demographic Features poe ae rtably ged peop g j of Index H i t to UK fects se aad The children of these middle aged couples may have flown the nest thereby Sener T allowing the parents a comfortable lifestyle Family incomes are good and there Owned with mortgage 48 121 is plenty of room in their three or four bedroom houses With possibly a couple Social housing 9 44 n i Detached 32 141 of cars on the drive these managers and skilled workers are free from major Semi 35 115 are
11. D 3 re o Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada m o a D lt Ui Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 231 100 UK average 200 These are areas of traditional suburban semi detached housing that are home to many Asian families Almost 40 of the people in this type are Asian There are many children and young people in their 20s and fewer elderly and retired than the UK as a whole Incomes are above average and houses are typically three bedroomed and often relatively expensive Most houses are being bought on a mortgage but many are owned outright Levels of qualifications are above average and there are some professional and managerial jobs A number of people are self employed Education and self improvement are important in these neighbourhoods which also house a number of students The home PC is primarily used for education reference and careers Holiday flights tend to be farther afield than Europe perhaps to the USA and Asia to vi
12. Single non pensioner 17 105 People in this type are on tight budgets and food bills are low relative to the size Single parent 12 186 Bie eens ccnaiae as ee of the families However children are given the odd fast food treat Phone bills are much smaller than average and people make use of the finance options of Education amp work Degree or equivalent 8 41 catalogue shopping A levels or equivalent 6 70 No qualifications 45 125 B a ee A number feel they are likely to require a loan in the near future Betting Lower managerial 12 63 Intermediate jobs 23 96 and the lottery are perceived to offer the chance of more money and a better Routine jobs 34 162 i Self employed 4 53 standard of living Looking for work 5 146 Agricultural workers 1 U5 ae Leisure activities are restricted to low cost activities such as angling bingo nicity ae Asian 1 22 listening to music and watching television There is some uptake of cable TV Black 1 36 ee a ie sun AE and digital television Index of 100 UK Average The biggest concentrations of this type are found in Scotland Other places with high levels include Nottingham Harlow Corby and Norwich page 90 Low Income Families Terraced Estates Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Hav
13. The Daily Express Daily Mail and Telegraph are the most popular newspapers in this type This type is found in seaside towns such as Torbay and Worthing in the Isles of Scilly and the Isle of Wight as well as in the Cotswolds Argyll and Bute Harrogate and Bexley in Outer London Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 5 7 rooms 19 Owned outright 34 Owned with mortgage 35 Social housing 15 Detached 16 Semi 28 Terraced 21 Flats 31 High rise floor 5 0 Families Couple with children 15 Empty nester 7 Couple without children 17 Pensioners single or couples 33 Sharers 3 Single non pensioner 19 Single parent 4 5 person households 4 Education amp work Degree or equivalent 23 A levels or equivalent 8 No qualifications 32 Prof managerial 9 Lower managerial 21 Intermediate jobs 25 Routine jobs 17 Self employed 10 Looking for work 3 Agricultural workers 1 Ethnicity Asian 2 Black 1 White 96 Index of 100 UK Average Index to UK 135 95 119 90 73 V2 90 83 161 Ail Val 76 95 143 e5 119 59 115 101 109 114 105 81 123 76 49 36 104 page 69 page 70 Moderate Means This category contains much of what used to be the country s industrial heartlands Many people are still employed in traditional blue collar occupations Others have become employed in service and retail jobs as
14. following Overview of the process The classification Testing process Change since the census Introduction CACI has introduced new techniques in building the latest ACORN classification A two stage method has been designed to make best use of the attributes of the different types of data available about consumers in particular features of the published census data Every 10 years the census gives an enormous set of information about people and the way they live Such data has been a driving force behind ACORN since the 1970 s Other data has the advantage of being collected every year Although covering only a sample of consumers this data Is very local and effective in monitoring changes in local communities CACI uses these types of data in different ways best suited to their nature Overview of the process In 2001 Census demographics changed The published Output Areas OA s were designed to be homogeneous so in theory all the postcodes are the same This change allowed a new design of consumer classification as a two stage process The first stage makes the hypothesis that the Census is as designed all postcodes in a published output area are similar and hence should have the same Acorn code Based on this assumption census output areas are classified as a provisional ACORN solution The second stage tests the hypothesis Each postcode is tested to determine whether there is data to suggest it is in fact different from i
15. single or couples 13 58 the latest technology digital cameras DVD players and so on but don t yet have Sharers 20 517 i Single non pensioner 26 164 the financial means to do so The more prudent plan to pay off their debts Their Single parent 6 89 ani Be E e a phone bills are large and their credit card limits low Education amp work i Degree or equivalent 30 154 Lifestyles are active socially and physically Exercise dance and sport are popular A I l ivalent 24 295 i i i a ata T They frequent coffee shops and in the evenings go the theatre cinema or clubbing ees oo sA More relaxing moments are spent listening to music or reading books and magazines Intermediate jobs 16 68 Routine jobs 13 61 E T Self employed 6 70 Some will eat healthy foods and take vitamin supplements but many choose to eat Looking for work 4 108 2 Haale ances a Cs fast foods and take aways for convenience Ethnicity i Asian 6 146 These people are interested in current affairs While news may be followed online Black 2 108 ae 875 95 they are also readers of The Guardian The Observer The Independent and The Times Index of 100 UK Average jt Nottonscadle University towns such as Oxford Cambridge and Edinburgh are the main geographical locations for these types which are also found in places such as Brighton Plymouth and Dundee page 46 Singles and Sharers Multi Ethnic Areas Interests Angling
16. 12 61 Detached 7 29 Semi 26 84 Terraced 51 200 Flats 15 78 High rise floor 5 0 17 Families Couple with children 32 158 Empty nester 4 42 Couple without children 15 83 Pensioners single or couples 6 28 Sharers 25 650 Single non pensioner 10 65 Single parent 4 65 5 person households 19 272 Education amp work Degree or equivalent 20 A levels or equivalent 34 No qualifications 14 Prof managerial 7 Lower managerial 18 Intermediate jobs 17 Routine jobs 12 Self employed 3 Looking for work 2 Agricultural workers 1 Ethnicity Asian 6 Black 2 White 88 Index of 100 UK Average Not to Scale 104 417 86 96 55 33 52 150 89 96 page 49 page 50 Comfortably Off This category contains much of middle of the road Britain Most people are comfortably off They may not be wealthy but they have few major financial worries All lifestages are represented in this category Younger singles and couples just starting out on their careers are the dominant group in some areas Other areas have mostly stable families and empty nesters especially in suburban or semi rural locations Comfortably off pensioners living in retirement areas around the coast or in the countryside form the other main group in this category Most people own their own home with owner occupation exceeding 80 Most houses are semi detached or detached Employment is in a mix of professio
17. 45 Social housing 4 Detached 11 Semi 31 Terraced 36 Flats 21 High rise floor 5 0 Families Couple with children 28 Empty nester 8 Couple without children 17 Pensioners single or couples 17 Sharers 9 Single non pensioner 14 Single parent 4 5 person households 11 Education amp work Degree or equivalent 52 A levels or equivalent 12 No qualifications 13 Prof managerial 22 Lower managerial 28 Intermediate jobs 17 Routine jobs 8 Self employed 12 Looking for work 2 Agricultural workers 0 Ethnicity Asian 5 Black 2 White 89 Index of 100 UK Average Not to Scale UK Index 83 231 LLG 114 20 47 102 140 110 25 133 84 99 229 Sil Sil 264 145 264 152 36 150 20 116 97 97 page 39 20 Urban Prosperity E Prosperous Professionals Concentration found in these areas Demographic Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children Features of Index type to UK 3 93 Sil 158 38 130 42 107 5 25 24 103 30 98 19 75 25 IBA 0 22 20 94 7 76 19 italia Pensioners single or couples 26 LLI Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualification
18. 79 Credit card balance 2000 LLO 69 72 116 93 98 76 yu Always pays credit card in full 31 7 82 74 97 71 85 76 TS Have Private Health Care 9 4 7 91 94 88 95 86 87 Have Life Assurance 30 6 57 84 104 110 102 106 107 Have ISA 11 7 59 63 100 7a 88 85 75 Have loan 19 0 88 101 115 128 109 118 109 Have mortgage 33 0 60 63 LSI 109 114 LLS 92 Have unit trusts 1 8 58 57 87 53 75 64 60 Holidays 2 holidays per year 34 1 70 73 95 FA 87 83 82 Activity outdoor sports 2 119 91 74 85 84 79 74 88 Holiday in UK Ireland 21 0 68 69 96 103 106 102 104 Holiday in USA or Canada 4 9 52 61 112 98 95 90 87 Internet amp Contract mobile phones 23 6 115 104 108 83 89 81 75 Telecomms Mobile bill 30 10 2 146 133 107 94 89 87 85 IBM compatible PC at home 60 0 92 88 107 96 93 87 82 Buy gifts online 21 2 67 57 95 105 100 78 89 Media Have digital cable TV LSS 102 127 148 144 103 121 116 Have satellite digital TV 23 9 Zi 103 99 119 108 IMS 87 Daily Express 3 7 42 49 99 65 94 80 85 The Sun 13 7 76 103 113 162 126 124 124 Telegraph 3 6 93 59 65 27 50 40 38 The Guardian 2 0 94 100 94 5B 57 56 64 The Sunday Times 4 8 65 56 69 28 50 36 42 Financial Times 0 3 133 118 7i 31 39 36 40 100 UK Average amp 14 acorn e user guide Detailed Scores Characteristics of ACORN Types Represented as an index against the UK average Category 5 EEE Types Types Types Types U K 44 45 46 47 48 49 50 51 52 53 54 55 56 Average Hous
19. As a result they have modest incomes but are comfortably off The vast majority of them own their own homes outright Typically they live in bungalows with two or three bedrooms Having no mortgage to pay means these people can afford to buy a new car They are happy to spend at least 5 000 and often more on their main car which they take care of and put in their garages every night They also like to look after their homes and for many gardening is their main hobby Other past times include sewing and needlecraft as well as visiting grand houses and gardens They have lunch in the pub sometimes and will occasionally go out to restaurants in the evening Their financial futures are fairly secure with investments in ISAs unit trusts and guaranteed income bonds They spend their money in shops such as M amp S where they buy food and clothes They have the money to take regular holidays often packaged holidays in Europe They are particularly keen on winter sun breaks These people do not read many newspapers but when they do they will almost certainly pick The Daily Express Seaside and rural areas are for the most part where the bulk of these communities are found in particular in parts of Dorset Devon Sussex Norfolk and the Isle of Wight Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 2 7 rooms 11 Owned outright 64 Owned with mortgage 25 Social housing 3 Detache
20. Average page 60 Working Families with Mortgages Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 These are family suburbs in relatively prosperous post industrial areas Demographic Features of Index tye i i Housing type to UK Households tend to be larger families often with primary school children They are ea a typically buying their three or four bedroom semi detached house on a mortgage A R ee Incomes are above average These people either work in middle management or a Sa mortgage o n i 5 g 3 Social housing clerical jobs or have a skilled trade The main income is often supplemented by Detached 25 110 female part time work Families may own two cars one of them a company car REN eM Flats 2 10 o
21. Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 259 100 UK average 200 These are metropolitan white collar populations with high concentrations of ethnic minorities People are generally younger typically under 40 There are some single parents but most households comprise single people renting and sharing flats or terraced houses The accommodation is small often only one or two bedrooms Around 35 of the population is black or Asian Both minorities occur in broadly equal proportion across this type The level of education is above average and jobs tend to be managerial or clerical Levels of students people working in the Public Sector and unemployment are all somewhat above the national average These people do not need cars given their urban lifestyles Instead they will get about by walking and usi
22. Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 O s o Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 9 100 UK average 200 Concentrations found in these areas These council properties house an older population many with significant Demographic Features health problems of Index Housing type to UK 1 2 rooms 3 78 n H Ha 7 rooms 7 38 In these areas the retired are unlikely to have any pension provision beyond a ae that provided by the state Working people will be in routine jobs in shops on Cerca mortgage ae Be 3 F ocial housing the factory floor or in other manual occupations This results in low incomes Detached 7 32 Semi 53 174 Terraced 19 75 i i Flats 19 99 Whether due to their age or previous work a number of people suffer from e as long term illness Families Couple with children 17 81 i i 7 Empty nester 11 114 The housing is small usually one or two bedrooms It is ge
23. Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times z I O J e 5 g 5 o O lt ot A j o O O O 3 a Concentrations found in these areas 100 UK average 200 Demographic Features These are large families living in semi detached council housing of Index H i t to UK ae Te eaten aay Many families have three or more children and half of all families are headed 7 rooms 6 29 i i j i i eee cae nies ee by a single parent Housing is generally two or three bedroom council semis Owned with mortgage 17 44 and terraces Social housing 66 382 Detached 5 23 Semi 49 160 i sja ERRES E Incomes are very low and a fifth of families feel in need of a loan Unemployment tis ae ne 7 levels are among the highest of any type being double the national average igh rise floor 7 Where there is paid work it tends to be routine jobs in nearby factories or shops Families Couple withreniidran are Travel to work is on foot or by public transport Car ownership is very low Empty nester 11 118 Couple without children 10 59 i i i i i Pensioners single or couples 18 79 There is little money for fashion shopping Cheaper clothing is bought from Sharers 3 72 Single non pensioner 14 89 discount stores and supermarkets Single parent 18 284 5 person households 11 152 EEEO Leisure activities include fish
24. IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 100 UK average 200 These are areas with older established communities There are high numbers of single pensioners and the rest are older or retired couples There are very few children as most have grown up and left home Most people live in semi detached houses or bungalows with two or three bedrooms There is a real mix of tenure which splits fairly evenly across owned outright owned with a mortgage and renting from a housing association About one in five people are retired and the rest work in manufacturing retail and other routine occupations Like other types with a similar age profile there are significant numbers of women working part time which ensures they have a modest level of disposable income They tend to have one car which is relatively inexpensive and have limited investments in a range of products as well as private and company pensions When they go on holiday they like to take their caravan or go on a standard package to the Mediterranean They also enjoy going to the pub for a meal Otherwise simple pastimes such as gardening are popular These householders read The Sun Daily Mirror and Daily Star This type is found in parts of Norfolk Lincolnshire Northumberland and Dorset in addition to towns such as Scarborough
25. Index of 100 UK Average page 66 to UK 20 91 166 109 19 109 205 30 17 2 96 120 120 134 52 58 69 78 79 ital 79 100 110 94 95 70 29 LS 106 Always pays credit card in full Middle Income Older Couples Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line T TI 5 2 3 a 5 3 2 3 or v o 2 oO oO e 3 1 Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 100 UK average 200 The majority of people in these areas are couples who have finished bringing up their families and whose children are now independent Although 1 in 5 have retired the rest are still working which gives them enough money to enjoy life Most of these people live in three bedroom detached and semi detached houses and bungalows Nearly half of them own their homes outright and the rest have only a short time to run on the mortgage Most people work in lower managerial and supervisory roles
26. To help you understand ACORN further and give you in depth and up to date information CACI maintain a dedicated ACORN website The site provides you with an extensive library of product purchasing and consumer behaviour profiles with a pen portrait illustrating each type There is also a detailed explanation of the methodology behind ACORN and for our long standing clients matrices to help convert their old ACORN information into the new types Visit www caci co uk ACORN acorn e user guide 7 ACORN The ACORN Consumer Category UK Pop Group UK Pop B Affluent Greys 7 9 25 4 C Flourishing Families 9 0 Urban Prosperity D Prosperous Professionals 2 1 E Educated Urbanites 5 5 115 F Aspiring Singles 3 8 Comfortably Off G Starting Out Sra H Secure Families T575 m lt 2 7 a 4 7 I Settled Suburbia 6 1 J Prudent Pensioners 2 7 Moderate Means K Asian Communities 125 r L Post Industrial Families 4 7 13 8 M Blue collar Roots 79 Hard Pressed N Struggling Families 13 3 21 2 O Burdened Singles 4 2 High Rise Hardship 16 Q Inner City Adversity 2 1 U Unclassified amp 8 acorn user guide Classification Group A Type CON AUN ARWNEe 13 14 15 16 17 18 19 20 2i 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 Wealthy mature professionals large houses Wealt
27. a high value company car Unsurprisingly given their education and occupations incomes are high as are levels of savings and investments These consumers are financially sophisticated and purchase a wide range of financial products They read the quality broadsheets and and are likely to take two or more holidays a year In short these are consumers with the money and the space to enjoy very comfortable lifestyles page 19 Category 1 Group Affluent Greys Types 5 6 7 8 These people tend to be older empty nesters and retired couples Many live in rural towns and villages often in areas where tourism is important Others live in the countryside where the economy is underpinned by agriculture The Affluent Greys are prosperous live in detached homes and many have two cars Employment is typically in managerial and professional roles Given the rural locations there is also a significant number of farmers These are high income households and even those that have retired have good incomes The majority own their homes outright and with no mortgage to pay are able to invest their money in a wide range of financial products In their leisure time they enjoy gardening and golf They appreciate good food and wine and will go on regular holidays These older affluent people have the money and the time to enjoy life page 20 Category 1 Group Flourishing Families Types 9 10 11 12 These are we
28. an input demographic Instead of using proportions of the population by age band the Acorn classification takes the upper and lower quartile of the age distribution as input variables 100 80 60 40 20 0 I I I I I I 0 4 5 14 15 19 20 24 25 29 30 44 45 59 60 64 65 74 75 84 85 Figure Age distributions of two different Acorn types Using only two inputs to cover age gives improved results for the classification It is believed that part of the reason for this is that k means classification treats each age band independently High scores on age bands 0 4 and 65 74 would be treated mathematically in the same way as high scores for bands 0 4 and 5 14 while the quartiles recognise that 0 4 is adjacent to 5 14 Second Stage The Electoral Roll and the Postal Address File provide means of imputing some information for postcodes Other sources provide large files of information about individuals or households income hhouse prices and similar variables In addition lifestyle surveys cover a number of demographics although there are inevitably issues of variable definition Using such sources reasonable postcode level variables or surrogates for variables may be derived for in excess of half of the inputs In addition it is possible to derive number of postcode level variables that while not explicit inputs offer some use in testing the hypothesis that a postcode is well described by the demographi
29. and flats Low income families terraced estates Families and single parents semis and terraces Large families and single parents many children Single elderly people council flats Single parents and pensioners council terraces Families and single parents council flats Old people many high rise flats Singles and single parents high rise estates Multi ethnic purpose built estates Multi ethnic crowded flats 36 gt 38 53 56 72 74 84 87 82 acorn user guide i Welcome 2 acorn e user guide Welcome to ACORN CACI s smarter consumer classification ACORN is the most powerful consumer targeting tool available on the market today It combines geography with demographics and lifestyle information places where people live with their underlying characteristics and behaviour to create a tool for understanding the different types of people in different areas throughout the country It enables marketers to understand fully the kind of people buying their goods using their services or shopping in their stores Geodemographic targeting also helps marketers pinpoint the people who are most likely to need their products or services and avoid those who are not ACORN groups the entire UK population into 5 categories 17 groups and 56 types By analysing Significant social factors and consumer behaviour it provides precise information and an in depth understanding of the differe
30. areas 100 UK average 200 Demographic Features Young families living on estates in New Towns make up most of this type of Index Housing type to UK ae 1 2 rooms 1 38 Most families are two parents with school age children but there are also significant 7 rooms 9 44 S Owned outright 17 60 numbers of single parents Owned with mortgage 47 Iie Social housing 28 141 ae see aes Few people have formal educational qualifications beyond a few GCSEs ae Ses ee Employment prospects tend to be in the manufacturing construction and retail Pigh Mee Moen 2 2 o sectors As a result family incomes are lower than the national average Families Unemployment and part time working are above average Couple with children 27 L3 Empty nester 13 137 Couple without children 15 88 Pensioners single or couples 15 63 Accommodation is mostly in three bedroom terraced houses some rented from the Sh 4 90 i Eee en 11 71 council and housing associations and slightly more privately owned Where houses Single parent 11 168 See e peceerae seine des are owned they tend to be lower priced Remortgaging levels are high Education amp work race or A ae People are careful with spending Food might be bought at Asda Kwik Save or the levels or equivalen No qualifications 44 122 Co op and many other items are purchased through catalogues Mother and Prof managerial 4 45 Lower managerial 13 72 daug
31. average 200 These are affluent people living in smaller towns and villages throughout the UK Most are highly qualified professionals and managers with some self employed Given the rural nature of many of these areas there are also some agricultural workers Although these neighbourhoods contain some retired couples most residents are either families or couples where the children have left home They live in large detached houses with four or more bedrooms which may be owned outright or being bought on a mortgage Car ownership is high with many households having two or more cars Company cars are common and are likely to be of high value These well off people are financially secure with high levels of savings and investments They are likely to hold stocks and shares and invest in ISAs and unit trusts They have a good pension which may be company provided or private They also have private medical insurance Levels of PC ownership are high as is use of the Internet for shopping banking and researching future purchases These individuals can afford good holidays both in Europe and further afield including the USA and Canada They are likely to go skiing and enjoy playing golf Eating out in restaurants is a regular occurrence as is a general interest in food and wine Newspaper readership is largely of the broadsheets particularly the Telegraph The Times and Financial Times This type is found in many counties including Hamps
32. be good and levels of savings and investments are above the national average They enjoy sport and exercise and are likely to visit the gym regularly Leisure time is also spent watching cable TV going to pubs and restaurants and listening to music The Guardian Independent and Observer are popular newspapers These young people are just starting out but have the education and ambition to succeed in life page 53 Category 3 Group Secure Families Types 26 27 28 29 30 31 MISCELLANEOUS BULBS Aw This group comprises home owning families living comfortably in suburban and semi rural locations They mainly live in three bedroom semi detached homes Families might include young children teenagers or even young adults who have not yet left home These areas will also include some empty nesters Within this group there are also some neighbourhoods with high numbers of comfortably off Asian families People are employed in a range of occupations including middle management and clerical roles There are also reasonable numbers of Shopworkers and skilled manual workers Incomes are at least of average levels and many earn well above the national average Most people in this group have some savings and would consider themselves financially prudent The more affluent will have good company cars and will have built up somewhat greater levels of savings and investments These are the stable suburban families that make
33. bought as new Sharers 2 52 Single non pensioner 7 44 Single parent 2 30 Barc orencucenolde ae These people are financially astute and have the highest uptake of ISAs They also invest in stocks and shares high interest accounts and guaranteed income bonds Education amp work Degree or equivalent 28 142 Their monthly credit card spend is relatively high A levels or equivalent 8 95 No qualifications 29 81 oe ees Sah oi In their leisure time they enjoy golf hill walking and gardening Their social life tends Intermediate jobs 23 98 to be home based where they enjoy having a glass of wine rather than going out to Routine jobs 11 53 Self employed 12 147 restaurants They like to spend their money on holidays They travel abroad regularly Looking for work 2 48 z x a aE a either to the Mediterranean or long haul for their main holiday They also take winter ETEO sun and weekend breaks Many are happy to research and book their holidays online nicity Asian 1 24 Indeed the Internet is used by many to make purchases of books and CDs and to Black 0 8 A z 3 a 99 107 research and monitor their financial investments Index of 100 UK Average These are avid Daily and Sunday Telegraph readers with readership levels for these Not to Scale journals at twice the national average Geographically these neighbourhoods are found in Hampshire New Forest Dorset Christchurch Nottinghamshir
34. car Education amp work Degree or equivalent 41 208 At this stage in their lives this type are not really thinking about investing their A I l ivalent 11 139 i i a ata T money They will spend their spare money on travel and will take long haul trips Prof managerial 14 166 i enone io as well as European holidays Intermediate jobs 19 81 Routine jobs 13 62 i 2 F g Self employed 9 108 They like exercise and sport as well as more contemplative pursuits such as the Looking for work 5 iS a e uae Fats theatre the arts and self improvement classes They are also very interested in rae current affairs and read The Guardian and The Independent as they commute to nicity Asian 9 216 work Black 15 757 White 69 15 This type is almost exclusively a London phenomenon with high concentrations in Index of 100 UK Average most inner and outer London boroughs Not to Scale page 44 Suburban Privately Renting Professionals Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland ii Holiday in USA or Canada Internet amp Telecoms Contract mobile pho
35. example one can test the 10 point of a gains curve If you randomly select 10 of the population you would Target Group expect to reach 10 of your target group The black line If you used Classification A for targeting you would reach more perhaps 25 of your target market the red line With classification B the targeting will be better The blue line 10 Population By repeating this process using many different random splits of the file the mean and Standard error of the gain is calculated As a result the improved gain can be tested to see if it is statistically significant Change since the census Overview ACORN is built using various sources of data for small areas or sometimes individuals This data includes Census demographics and lifestyle surveys amongst other inputs As a result it is completely redesigned every decade following publication of new Census data However as the decade progresses Census demographics get older and one wishes to ensure the classification is still the best possible Unlike the redesign of Acorn each decade the update process leaves the overall Shape of ACORN unchanged The 56 types 17 groups and 5 categories remain and the names and descriptions have not changed The change is in the people on the ground their ACORN code has been modified to reflect their changed circumstances We are seeking to identify and measure consumer changes since the Census and where appropriate r
36. on line Have digital cable TV Have satellite digital TV Daily Express 9 The Sun Telegraph The Guardian 509 The Sunday Times 214 Financial Times 362 Concentration found in these areas 100 UK average 200 These young multi ethnic communities are primarily found in London with man Demographic Features Young P y y of Index living in houses which have been converted into flats Housing type to UK 1 2 rooms 14 391 Aes Garr peti F Most people are in their twenties and thirties and there are only a few very young Owned with mortgage 28 71 children The population is diverse On the whole they are well qualified Many are Social housing 31 156 Detached 2 8 in professional and managerial jobs with good incomes Others have lower level Semi 6 20 c 7 ad ea eet qualifications and are likely to be office and clerical staff There are also a Eara G significant number of students High rise floor 5 2 234 F ili i a aes tae gee The majority of people are renting their homes privately However there is also a Empty nester 6 59 H A zi H A A A a TT tee high proportion living in Housing Association property Pensioners single or couples 13 56 Sharers 13 344 Single non pensioner 32 200 Public transport is by far the most popular method of travelling to work or study Single parent 8 116 5 i Be E a Residents are also happy to walk and only a minority see the need for a
37. savings plan Starting a family is a time to be prudent and the mortgage is likely to be covered by a mortgage protection plan For the same reason these families may well have taken out life cover and accident insurance They are careful with their money Despite healthy credit limits their credit card spending is controlled at low to moderate levels Europe is a popular destination for holidays given many have small children Being younger they participate in exercise and sport and gym membership is common They may also play golf They go to the cinema fairly frequently At home they watch satellite TV and DVDs or listen to music This type is found in Milton Keynes Stevenage Swindon Chelmsford Guildford and Hemel Hempstead Housing Type to UK 1 2 rooms 2 60 7 rooms 15 76 Owned outright 18 64 Owned with mortgage 69 176 Social housing 4 20 Detached 25 107 Semi 39 126 Terraced 28 LLO Flats 8 42 High rise floor 5 0 3 Families Couple with children 27 128 Empty nester 7 69 Couple without children 26 148 Pensioners single or couples 10 44 Sharers 3 69 Single non pensioner 21 134 Single parent 5 83 5 person households 5 66 Education amp work Degree or equivalent 21 108 A levels or equivalent 9 114 No qualifications 23 64 Prof managerial 11 133 Lower managerial 27 143 Intermediate jobs 29 12s Routine jobs 19 91 Self employed 7 87 Looking for work 2 59 Agricultural workers 1 48 Ethnicity
38. time or in the Looking for work 5 i157 T E evening Leisure interests tend to be football and betting on the horses At home ae they might unwind by listening to music or reading a novel There is a keen nicity s Asian 3 64 interest in self improvement and education Black 2 13 White 94 102 Geographically this type occurs in various locations including Canterbury seaside Index of 100 UK Average towns such as Torquay and Blackpool and Scottish towns such as Dundee Galashiels and Paisley page 48 Student Terraces Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian 214 The Sunday Times Financial Times 100 UK average 200 This type contains very high proportions of students and other young adults with correspondingly low proportions of people over the age of 45 Students account for 38 of adults living in thes
39. workers employed in manufacturing and other manual occupations make up the bulk of households in these areas The age profile is similar to the UK as a whole with a mixture of singles couples families and retired people Housing is predominantly terraced and semi detached with relatively few flats and detached houses Houses are relatively small usually with two or three bedrooms Most are buying their property on a mortgage although there are some renting privately Car ownership is in line with the UK average with around 75 of households owning a car Cars are likely to be lower value models often bought second hand Incomes are moderate rather than low This is reflected in slightly lower than average holdings of ISAs and stocks and shares which are likely to be demutualisation and privatisation stocks Consumers in this type are much more likely to use a traditional bank or building society branch to make financial transactions than the Internet or other direct channels Interests include camping and caravanning angling bingo and the pub Cable TV subscriptions are also above average for this group Preferred newspapers include the Daily Mirror and The Sun with the Sunday Mirror News of the World and The People at weekends This type is found throughout the UK including Blackpool Stevenage Crawley Neath Port Talbot Harlow and the Wear Valley Concentrations found in these areas Demographic Features of In
40. 1 104 148 LSI 123 83 88 82 95 55 79 Ti 100 113 Holiday in UK Ireland 210 96 96 93 113 99 104 109 104 63 116 108 98 98 Holiday in USA or Canada 4 9 122 102 129 104 126 107 102 95 87 101 79 100 90 Internet amp Contract mobile phones 23 6 es 136 144 109 108 Uo 7 83 134 56 7g 72 180 98 Telecomms Mobile bill 30 10 2 146 145 136 94 97 84 77 152 40 64 63 80 96 IBM compatible PC at home 60 0 102 109 115 107 114 108 97 113 74 96 86 78 96 Buy gifts online 21 2 113 L2il 115 90 113 96 99 93 84 86 90 114 119 Media Have digital cable TV 13 5 122 128 109 58 129 141 LLZ 141 49 93 69 49 80 Have satellite digital TV 23 9 101 72 128 108 SA 94 109 100 86 98 100 49 ZY Daily Express 3 7 89 81 96 118 LLa 144 114 80 159 158 119 143 113 The Sun LSO 109 75 95 82 108 83 120 84 94 87 113 60 80 Telegraph 3 6 58 100 70 129 57 96 53 85 112 98 69 186 133 The Guardian 2 0 72 261 61 109 43 81 45 158 41 59 45 95 117 The Sunday Times 4 8 81 ES 94 118 60 83 44 141 oul 68 51 LLZ LLZ Financial Times 0 3 72 118 80 88 49 68 36 25l 49 55 43 113 92 100 UK Average acorn e user guide 13 o Detailed Scores Characteristics of ACORN Types Represented as an index against the UK average Category 4 GroupK GroupL_ ss GroupM U K 37 38 39 40 41 42 43 Average Housing 1 2 rooms 4 0 ial 136 30 38 56 48 129 7 rooms 20 0 114 63 81 44 63 44 36 Owned outright 29 0 106 92 108 60 101 107 80 Owned with mortgage 39 0 81 81 140 119 114 114 84 S
41. 158 L2 97 72 amp work A levels or equivalent 8 0 123 121 110 108 95 90 96 77 KIL 113 92 100 No qualifications 36 0 47 Ball 63 72 81 94 84 7 64 60 94 120 Prof managerial 8 0 246 204 195 167 138 98 128 y3 167 158 110 58 Lower managerial 1910 139 157 135 135 eZ 97 116 95 tes 150 116 94 Intermediate jobs 24 0 84 106 100 108 98 138 102 109 100 117 115 142 Routine jobs 210 33 58 49 57 53 79 63 93 55 ZY 86 134 Self employed 8 0 182 118 190 158 147 276 158 116 L2 98 131 187 Looking for work 3 0 43 48 47 48 48 64 57 60 55 Sill oF 96 Agricultural workers 2 0 99 39 229 163 137 1099 190 149 44 43 147 550 Interests Angling 4 3 69 80 83 84 88 122 85 100 yY 92 99 62 Fashion clothes 0 2 89 114 96 106 102 89 79 79 77 110 90 127 Cinema 2 2 96 112 81 88 70 70 75 59 96 119 80 102 DVDs videos 0 8 43 56 56 65 56 83 67 Vu y2 72 7i 101 Gardening 14 5 122 103 128 129 147 148 L32 149 107 106 129 84 Golf 3 0 186 166 147 160 161 105 130 127 118 148 taI 82 Gambling 17 8 50 72 57 64 63 67 67 81 73 86 80 45 Snow Skiing 0 2 344 159 329 228 166 255 166 108 138 141 127 68 Theatre cultural arts 0 6 176 100 181 2 153 131 138 94 124 97 110 70 Finance Average family income 151 153 130 133 INS 100 106 94 127 135 LLZ 102 Credit card balance 2000 meoeom 122 139 LLS 116 118 109 129 104 136 129 95 103 Always pays credit card in full 31 7 173 150 146 155 157 121 134 127 L32 132 130 103 Have Private Health Care 9 4 145 97 125 116 127 138 114 113 99
42. 2 95 64 116 83 139 118 115 223 166 132 152 119 Owned with mortgage 39 0 151 iil 176 eal 167 32 126 119 63 109 92 57 90 Social housing 20 0 36 29 20 44 27 16 48 34 Ly 19 84 77 73 Detached 23 0 38 19 107 141 110 56 60 30 188 109 96 57 72 Semi 31 0 83 40 126 115 191 248 218 A 113 205 164 32 90 Terraced 26 0 134 277 110 98 55 29 53 116 19 30 62 48 83 Flats 19 0 ilisy7 55 42 32 10 15 24 5a 29 17 50 343 161 Families Couple with children 21 0 76 78 128 114 172 133 118 130 43 96 78 28 yi Empty nester 10 0 50 69 69 103 MSi 141 129 138 74 120 101 39 76 Couple no children 18 0 133 LIS 148 125 119 109 LLZ 67 109 120 105 68 95 Pensioners single couples 23 0 55 75 44 96 47 98 95 70 215 134 149 225 143 Sharers 4 0 81 202 69 ml 59 67 64 201 43 52 54 68 85 Single non pensioner 16 0 242 150 134 84 61 51 69 65 62 58 79 126 119 Single parent 7 0 85 88 83 68 88 62 86 88 29 50 70 67 65 Education Degree or equivalent 20 0 103 165 108 116 74 88 56 125 65 78 60 127 LLS amp work A levels or equivalent 8 0 117 137 114 97 99 93 Z 123 60 79 Wal 104 101 No qualifications 36 0 69 66 64 86 87 95 119 90 146 113 129 94 90 Prof managerial 8 0 116 150 133 124 85 95 59 105 56 79 58 LILI 109 Lower managerial 19 0 136 137 143 122 113 114 86 99 75 100 82 109 114 Intermediate jobs 24 0 123 99 123 112 124 Ay 113 100 92 110 104 90 105 Routine jobs 21 0 100 76 91 84 LiL 88 130 84 87 94 116 65 81 Self employed 8 0 80 100 87 132 87 97 81 102 92 95 91 11
43. 21 0 155 143 162 157 165 175 1 27 53 161 106 148 93 100 Self employed 8 0 66 59 53 46 S7 46 55 35 36 38 36 66 57 Looking for work 3 0 128 128 146 166 216 208 138 205 236 215 259 223 229 Agricultural workers 2 0 87 80 75 47 55 68 69 46 60 42 48 18 16 Interests Angling 4 3 127 116 130 L15 123 145 99 108 145 100 131 124 128 Fashion clothes 0 2 99 100 113 108 125 141 79 106 146 77 116 128 136 Cinema 2 2 76 78 100 84 85 88 74 84 113 84 114 162 154 DVDs videos 0 8 108 134 103 2S 138 128 150 144 155 199 159 173 168 Gardening 14 5 110 110 95 97 103 101 95 95 Z5 66 65 52 53 Golf 3 0 79 73 102 74 67 72 80 66 101 79 97 61 61 Gambling 17 8 121 122 131 134 143 140 130 138 155 145 146 134 135 Snow Skiing 0 2 45 27 48 iiS 23 38 36 23 46 82 25 40 35 Theatre cultural arts 0 6 52 61 46 46 44 34 74 46 60 100 76 128 92 Finance Average family income 81 73 US 73 67 74 66 65 69 58 64 86 86 Credit card balance 2000 11 9 83 76 89 66 44 65 49 47 55 49 Sil 80 84 Always pays credit card in full 31 7 69 68 66 59 50 52 63 53 50 56 Sal 70 70 Have Private Health Care 9 4 90 90 82 80 76 7i 86 72 65 73 76 90 87 Have Life Assurance 30 6 104 103 107 105 96 105 110 105 105 111 107 78 US Have ISA 11 7 i 69 Le 61 48 48 62 54 53 53 58 55 57 Have loan 19 0 109 97 116 109 112 134 85 100 124 72 105 127 137 Have mortgage 33 0 ol 77 87 80 47 Si 52 51 38 20 27 26 26 Have unit trusts 1 8 56 55 52 41 35 38 47 32 35 34 38 46 35 Holidays 2 holidays per y
44. 3 Agricultural workers 0 18 This type is mostly found in Inner London in areas such as Southwark RET Hackney Lambeth and Tower Hamlets There are also similar areas in Asian 9 233 Black 23 1147 central Glasgow White 61 66 Index of 100 UK Average Not to Scale page 99 Multi Ethnic Crowded Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts a 5 D 3 re o Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 Demographic Features These urban areas contain large numbers of young multi ethnic families many of Sarat andes whom are single parent families This type has very high numbers of under fives H i to UK 3 E eee A quarter of the people in this type are Afro Caribbean and 10 are Bangladeshi 1 2 rooms 12 342 en re Bie There is also a significant stud
45. 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 100 UK average 200 This type has a distinctly older profile and is found throughout the UK There are fewer children than the national average and more people over 65 One third of households are pensioners in this type Single pensioner households are very common with retired couples also present in high numbers Housing is mixed but with a higher proportion of low rise purpose built and converted flats than the national average Many are privately rented but some are owned outright Holiday homes are also common Educational qualifications tend to be slightly higher than the national average especially at degree level The working population in these areas tends to be in lower and senior managerial and professional occupations There is a reasonable levels of car ownership including company cars but there are fewer households with more than one car Income levels are broadly in line with the national average with holdings of investment products ISAs unit trusts and stocks and shares slightly above average People are generally comfortably off without having large amounts of spare cash Leisure interests include fine art and antiques self improvement and education reading and walking Membership of the National Trust is common
46. 4 123 Looking for work 3 0 Z5 83 59 62 68 61 82 110 58 58 78 83 81 Agricultural workers 2 0 48 41 48 iSM 53 42 61 18 112 70 iLi 59 76 Interests Angling 4 3 93 70 101 98 112 93 LLI 72 98 95 99 78 86 Fashion clothes 0 2 98 100 L33 86 103 86 105 130 44 76 72 77 94 Cinema 2256 143 139 131 90 100 84 83 131 51 66 72 98 99 DVDs videos 0 8 98 83 85 77 78 76 92 166 98 82 90 155 110 Gardening 14 5 90 76 99 115 105 112 ial 67 160 130 126 73 94 Golf 3 0 116 78 131 108 118 109 94 57 113 115 96 iva 101 Gambling 17 8 105 79 98 84 100 91 105 90 94 92 103 96 92 Snow Skiing 0 2 81 142 120 143 93 75 42 47 64 68 56 110 99 Theatre cultural arts 0 6 104 135 90 114 72 88 73 78 93 89 82 191 142 Finance Average family income Lalal 110 Zs 108 LIS 108 93 107 77 95 84 84 96 Credit card balance 2000 11 9 122 109 142 107 124 LLA 97 135 92 99 82 86 140 Always pays credit card in full 31 7 97 100 109 rab 107 116 94 110 112 116 95 108 105 Have Private Health Care 9 4 102 84 82 95 91 92 94 114 108 107 96 125 108 Have Life Assurance 30 6 119 101 108 98 106 98 102 86 100 94 101 99 99 Have ISA 11 7 94 102 106 113 108 120 105 103 LLZ 124 101 KiS 103 Have loan 19 0 139 LLZ 134 98 121 96 102 97 63 81 88 72 91 Have mortgage 33 0 143 114 164 116 150 123 I2 94 73 107 94 62 91 Have unit trusts 1 8 92 97 171 118 110 133 98 119 15 132 94 114 108 Holidays 2 holidays per year 34 1 104 118 113 108 103 109 92 101 91 106 90 107 103 Activity outdoor sports 2
47. 56 A levels or equivalent 6 Z7 No qualifications 43 LS Prof managerial 5 59 Lower managerial 16 86 Intermediate jobs 27 LLS Routine jobs 28 130 Self employed 7 81 Looking for work 3 82 Agricultural workers 1 61 Ethnicity Asian 2 47 Black 1 34 White 97 105 Index of 100 UK Average page 63 Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 2 7 rooms 17 Owned outright 33 Owned with mortgage 47 Social housing 7 Detached 7 Semi 52 Terraced 30 Flats 10 High rise floor 5 0 Families Couple with children 27 Empty nester 13 Couple without children 12 Pensioners single or couples 16 Sharers 8 Single non pensioner 10 Single parent 6 5 person households 17 Education amp work Degree or equivalent 25 A levels or equivalent 10 No qualifications 32 Prof managerial 9 Lower managerial 18 Intermediate jobs 24 Routine jobs 18 Self employed 8 Looking for work 4 Agricultural workers 0 Ethnicity Asian 39 Black 8 White 48 Index of 100 UK Average Not to Scale page 64 Index to UK Wil 89 115 119 34 30 171 116 51 14 130 138 67 201 65 245 125 123 105 99 100 84 102 110 18 982 421 52 Home Owning Asian Family Areas m er 0 oO v er 7 Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 1 5
48. 6 90 90 100 UK Average acorn user guide all DA eee gots Characteristics of ACORN Types Represented as an index against the UK average Category 2 Group croup Types Types Types U K 13 14 15 16 17 18 19 20 21 22 23 Average Housing 1 2 rooms 4 0 83 93 210 524 662 391 246 218 192 309 81 7 rooms 20 0 231 158 102 33 18 45 5S7 98 51 43 131 Owned outright 29 0 119 130 86 62 45 44 87 64 68 68 39 Owned with mortgage 39 0 114 107 93 UE 82 zi 96 76 94 76 42 Social housing 20 0 20 25 52 7 91 156 44 64 118 101 61 Detached 23 0 47 103 16 5 6 8 25 LZ 16 19 29 Semi 31 0 102 98 87 8 8 20 33 41 58 34 84 Terraced 26 0 140 75 123 28 20 61 67 148 185 70 200 Flats 19 0 110 131 264 442 451 875 330 2i 158 311 78 Families Couple with children 21 0 133 94 74 33 21 53 44 61 87 48 153 Empty nester 10 0 84 76 59 30 23 59 41 55 98 56 42 Couple no children 18 0 99 LLI 108 110 89 81 112 82 68 85 83 Pensioners single couples 23 0 yil ila 58 56 62 56 87 58 65 101 28 Sharers 4 0 229 113 356 348 209 344 202 517 238 126 650 Single non pensioner 16 0 91 116 162 254 820 200 218 164 134 208 65 Single parent 7 0 55 Sii 59 43 S7 116 51 89 ley 100 65 Education Degree or equivalent 20 0 264 205 283 302 173 208 220 154 133 86 104 amp work A levels or equivalent 8 0 145 121 136 142 171 139 141 295 122 112 417 No qualifications 36 0 37 53 38 32 58 66 46 52 92 99 39 Prof managerial 8 0 264 213 279 299 140 166 227 110 100
49. 68 86 Lower managerial 19 0 152 147 163 165 124 134 LSS gili 105 92 96 Intermediate jobs 24 0 72 88 73 69 89 81 87 68 92 105 74 Routine jobs 21 0 36 47 Sy 34 71 62 48 61 84 113 55 Self employed 8 0 150 139 LSI 145 74 108 114 70 84 96 33 Looking for work 3 0 67 62 96 114 140 157 84 108 150 157 73 Agricultural workers 2 0 20 47 1 13 28 18 26 BZ 20 57 32 Interests Angling 4 3 46 61 43 49 85 64 69 80 83 104 106 Fashion clothes 0 2 90 97 96 118 134 108 114 75 135 96 110 Cinema 2 2 134 120 148 190 201 156 IVA 123 141 125 121 DVDs videos 0 8 55 75 67 64 104 117 97 101 145 146 65 Gardening 14 5 68 86 42 28 36 38 47 50 62 69 46 Golf 3 0 78 116 53 58 84 40 100 60 46 93 73 Gambling 17 8 5i 65 49 50 94 82 76 83 98 120 87 Snow Skiing 0 2 222 205 2I 245 154 118 190 93 45 90 114 Theatre cultural arts 0 6 223 179 238 243 135 163 164 104 106 106 45 Finance Average family income 143 126 143 140 99 118 118 97 102 84 100 Credit card balance 2000 11 9 133 129 L22 132 99 L27 122 GM 114 95 86 Always pays credit card in full 31 7 141 134 124 122 87 90 LLL 89 88 77 84 Have Private Health Care 9 4 98 108 LIZ LLS 69 93 107 87 107 94 57 Have Life Assurance 30 6 87 89 91 80 87 85 95 99 81 106 99 Have ISA 11 7 130 129 119 LLZ 84 79 116 92 83 82 84 Have loan 19 0 83 86 92 101 130 116 LZ 122 115 119 168 Have mortgage 33 0 106 104 76 57 77 53 84 60 72 75 23 Have unit trusts 1 8 182 168 143 151 80 85 134 95 81 61 94 Holidays 2 hol
50. 7 44 109 41 101 Older Families Prosperous Suburbs Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Has Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 9 100 UK average 200 These are established suburbs housing larger professional families with some empty nesters and retired people Children tend to be older including some home based students Homes are typically semi detached and family incomes are high People are well educated to A Level or degree level They usually have managerial and professional jobs They are PC literate finding a variety of uses for the Internet In addition to the usual purchasing of books or CDs they may well book holidays research purchases and plan their careers online It might not only be the children playing games online These families are financially secure They may have a mix of savings p
51. 86 107 LLZ Have Life Assurance 30 6 93 103 96 95 92 101 94 96 94 107 99 118 Have ISA 11 7 160 141 139 147 154 122 131 131 129 132 13a 114 Have loan 19 0 64 107 75 78 66 84 74 74 88 118 89 116 Have mortgage 33 0 113 166 108 125 105 85 96 102 22 170 124 90 Have unit trusts 18 277 191 205 213 227 L31 177 146 167 156 165 142 Holidays 2 holidays per year 34 1 167 147 140 139 130 90 117 106 124 129 120 84 Activity outdoor sports 2 1 183 106 174 129 132 133 141 92 122 106 89 86 Holiday in UK Ireland 21 0 90 86 103 104 110 121 106 112 99 93 109 119 Holiday in USA or Canada 4 9 146 174 105 LLS 121 67 99 96 100 160 112 112 Internet amp Contract mobile phones 239 6 159 159 138 17 109 iba HOA 82 119 143 LLI 105 Telecomms Mobile bill 30 102 126 129 109 105 75 84 77 60 101 120 88 125 IBM compatible PC at home 60 0 136 138 121 128 118 112 107 101 119 129 116 LLI Buy gifts online 2 r2 132 121 129 127 108 143 150 121 98 128 124 101 Media Have digital cable TV 1815 69 85 41 61 46 3 41 5i 118 95 62 51 Have satellite digital TV 23 9 114 155 100 122 109 IAL 97 111 87 147 121 133 Daily Express 37X0 98 120 109 132 147 100 132 sss 130 116 138 75 The Sun 13 7 21 49 37 40 34 55 48 76 52 71 71 65 Telegraph 3 6 403 146 313 259 308 191 254 141 178 98 151 83 The Guardian 2 0 160 79 159 106 110 96 123 58 164 62 78 63 The Sunday Times 4 8 379 191 263 PPP 202 140 173 83 180 122 L2 107 Financial Times 0 3 348 153 207 172 154 101 133 63 141 9
52. Express The Sun Telegraph The Guardian The Sunday Times Financial Times z oO Q fo 100 UK average 200 These are some of the poorest young families in the country Concentrations found in these areas Demographic Features of Index i i i Housing type to UK They have exceptionally high numbers of children and a very young age profile E 55 45 The level of single parents is three times the national average A r Owned with mortgage 22 56 i f g Social housing 63 SiS Housing is mainly three bedroom terraces or sometimes semis rented from Detached 6 27 AF i 39 126 the council For the larger families this means some overcrowding pence a ae Flats 9 45 p os High rise floor 5 0 10 Unemployment is very high with a significant number of young people never F i i i Families having worked With many single parents not working the number of wage Couple with children 57 131 A A H H Empty nester 12 125 earners is low and so inevitably are incomes A number of households A A AN are in debt Pensioners single or couples 11 49 Sharers 3 82 Single non pensioner 10 63 ingl ZU B23 People have to be careful shoppers Clothes come from catalogues street ae E ee markets or supermarkets Like other younger people what spare money they Education amp work do have is spent on going out to pubs cinema and nightclubs Otherwise they Degree or equivalent 6 29 i i i A levels or equivalent 5 59
53. Families h f h il h P Couple withrenildren See aS semi detached property rented from the local council or housing association Empty nester 13 140 Couple without children 14 80 Pensioners single or couples 21 90 The lottery football pools and bingo may offer the hope of wealth Since money Sharers 3 80 a i Single non pensioner 10 63 is tight the payment facilities offered by catalogue shopping are an attraction AOA meee ee in these areas People with a car will own a low value second hand vehicle Shopping may be done in Morrisons or Kwik Save and holidays may well be Education amp work Degree or equivalent 8 40 to a caravan park or a camp site A levels or equivalent 5 64 No qualifications 51 141 ate a a Few leisure activities seem affordable Angling is popular and people will Intermediate jobs 22 95 spend time listening to music or watching television The newspaper read by this Routine jobs 33 55 Self employed 5 66 group is generally a tabloid Looking for work 4 128 Agricultural workers 1 87 ae The Black Country and South Yorkshire are the main places for these communities nicity Asian 2 46 although they generally crop up in most urban areas Towns such as Doncaster Black 1 40 f lates eon 1104 Barnsley Dudley Wrexham and Ballymoney are typical Index of 100 UK Average page 88 Low Income Older People Smaller Semis Interests Angling Fashion clothes Cinema DVDs videos
54. King s Lynn and Blackpool Concentrations found in these areas Demographic Features of Index Housing type to UK 1 2 rooms 2 55 7 rooms 12 64 Owned outright 38 132 Owned with mortgage 36 92 Social housing 17 84 Detached 22 96 Semi 50 164 Terraced 16 62 Flats 10 50 High rise floor 5 0 3 Families Couple with children 16 78 Empty nester 10 101 Couple without children 18 105 Pensioners single or couples 35 149 Sharers 2 54 Single non pensioner 12 79 Single parent 5 70 5 person households 4 60 Education amp work Degree or equivalent 12 60 A levels or equivalent 6 71 No qualifications 46 129 Prof managerial 5 58 Lower managerial 15 82 Intermediate jobs 25 104 Routine jobs 25 116 Self employed 7 91 Looking for work 3 78 Agricultural workers 2 ial 7 Ethnicity Asian 1 19 Black 0 16 White 99 107 Index of 100 UK Average page 67 Elderly Singles Purpose Built Flats Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada L T 4 3 5 a 5 g i e 9 7i Internet amp Telecoms Contract mobile phones Mobil
55. Lower managerial 25 135 Intermediate jobs 24 100 Leisure interests include walking bird watching the fine arts antiques classical music Routine jobs 10 49 f Self employed 15 190 and the opera Membership of the National Trust is also popular Looking for work 2 47 Agricultural workers 4 229 EOR Favoured newspapers tend to be the Telegraph The Times and Financial Times nicity Asian 1 25 Black 0 11 i g Wes Boe are This type is found throughout the shire counties especially in Oxfordshire Cambridgshire Gloucestershire Warwickshire as well as in Surrey Hampshire Index of 100 UK Average and Sussex Not to Scale page 24 Well Off Managers Larger Houses Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 228 Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 214 Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 259 222 100 UK
56. Roots Hard Pressed Groups N O P Q N Struggling Families Type 44 Type 45 Type 46 Type 47 Type 48 Type 49 Type 50 Type 51 Type 52 Type 53 Type 54 Type 55 Type 56 O Burdened Singles P High Rise Hardship Q Inner City Adversity pages Well off professionals larger houses and converted flats Older professionals in suburban houses and apartments Affluent urban professionals flats Prosperous young professionals flats Young educated workers flats Multi ethnic young converted flats Suburban privately renting professionals Student flats and cosmopolitan sharers Singles and sharers multi ethnic areas Low income singles small rented flats Student terraces pages Young couples flats and terraces White collar singles sharers terraces Younger white collar couples with mortgages Middle income home owning areas Working families with mortgages Mature families in suburban semis Established home owning workers Home owning Asian family areas Retired home owners Middle income older couples Lower incomes older people semis Elderly singles purpose built flats Older people flats pages Crowded Asian terraces Low income Asian families Skilled older families terraces Young working families Skilled workers semis and terraces Home owning families terraces Older people rented terraces pages Low income larger families semis Low income older people smaller semis Low income routine jobs terraces
57. SA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 100 UK average 200 These are neighbourhoods of young well off commuter families with many pre school and primary school children These families often live in relatively large detached houses and have a long time left on their mortgage However they have good incomes and feel able to afford such long term commitments These individuals are likely to be in their 30s and tend to be professionals and managers with company pensions and company health care They drive to work in company cars These families are financially aware Where possible they will have regular savings plans and invest in stocks and shares A child savings plan may cater for the children s future The high level of remortgaging may indicate confidence in their ability to repay high levels of borrowing They have credit cards with high credit limits but their spending is not high The Internet is a popular channel for financial services with e banking fairly common with these households On line activity is generally high whether shopping booking leisure activity playing games or the children s education These are young active people taking part in aerobics playing golf rugby and going s
58. The Sun Telegraph The Guardian 256 The Sunday Times Financial Times a 9 100 UK average 200 There are many young people in their twenties in these densely populated areas Most are working but there is also a significant number of students The majority live on their own in small flats which will be either purpose built or conversions Given this type is often found in Scotland tenements will also be common These young people are well qualified with levels of NVQs A Levels and degrees well above average They are early in their careers and have modest incomes which should continue to rise This does mean they are unlikely to have any financial investments Living close to the centre of activity in terms of both their work and recreation there is little need for access to a car Public transport cycling and walking are the main options for getting around Self improvement and education are important to this group and they devote free time to both They are busy people and enjoy socialising in bars restaurants and coffee shops on a regular basis They do not buy many newspapers but The Guardian and Independent are most popular This type is found in Scottish cities such as Edinburgh Glasgow Aberdeen and Dundee and in English towns such as Brighton Cambridge Bath and Southampton Concentrations found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with m
59. There are also relatively high numbers of women working part time now that their families have grown up With reasonable household incomes these couples will invest their money wisely in ISAs stocks shares and high interest accounts They usually have one or two cars and will spend at least 5 000 on the main car They enjoy summer and winter holidays including packaged holidays and weekend breaks in the UK and Europe They eat out on a regular basis Many are keen gardeners When they are at home they like to watch TV and many have subscribed to satellite channels They also like to listen to light classical music They are not particularly keen readers of newspapers but will tend to choose the Daily Express and Daily Mail These types are found throughout the UK in towns such as Southend on Sea Gloucester Congleton in Cheshire and Wyre in Lancashire Lower Incomes Older People Semis I er oO oO v er o Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 fe lt 0 Internet amp Telecoms Contract mobile phones Mobile bill 30
60. UK Data Archive Study Number 6069 ACORN Postcode Level Directory for the United Kingdom 2007 aCOrn the smarter consumer classification user guide The ACORN User Guide Contents Welcome to ACORN Wealthy Achievers Groups A B C A Wealthy Executives Type 1 Type 2 Type 3 Type 4 Type 5 Type 6 Type 7 Type 8 Type 9 Type 10 Type 11 Type 12 B Affluent Greys C Flourishing Families Wealthy mature professionals large houses Wealthy working families with mortgages Villages with wealthy commuters Well off managers larger houses Older affluent professionals Farming communities Old people detached homes Mature couples smaller detached homes Older families prosperous suburbs Well off working families with mortgages Well off managers detached houses Large families and houses in rural areas Contents Urban Prosperity 34 Groups D E F D Prosperous Professionals Type 13 Type 14 Type 15 Type 16 Type 17 Type 18 Type 19 Type 20 Type 21 Type 22 Type 23 Comfortably Off Groups G H I J E Educated Urbanites F Aspiring Singles G Starting Out Type 24 Type 25 Type 26 Type 27 Type 28 Type 29 Type 30 Type 31 Type 32 Type 33 Type 34 Type 35 Type 36 Moderate Means Groups K L M H Secure Families i Settled Suburbia J Prudent Pensioners K Asian Communities Type 37 Type 38 Type 39 Type 40 Type 41 Type 42 Type 43 L Post Industrial Families M Blue collar
61. a bet Looking for work 8 236 fea a P Race secs eo 66 Otherwise for many their interest in their local football team is one of the things at that matters most to them Ethnicity Asian 1 34 Black 1 65 7 a e Ai Their most popular paper is the Scottish Daily Record followed by The Sun and News of the World TV is important to many and cable TV is popular Index of 100 UK Average In addition to Glasgow this type is found in West Dunbartonshire Dundee Aberdeen and Edinburgh page 96 Old People Many High Rise Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 fe s 0 Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 9 Concentrations found in these areas 100 UK average 200 This type contains large numbers of elderly people living in blocks of flats There are few children and young people Alm
62. above average with a mid range family saloon a popular choice Around a third of households can afford to run two cars The Daily Express and Daily Mail are the most popular newspapers This type is found in Outer London in Bexley Havering and Sutton as well as in Dartford Watford Stockport Solihull and the Wirral Established Home Owning Workers I er oO ln oO v er 7 Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 fe lt 0 Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 100 UK average 200 These traditional blue collar neighbourhoods contain predominantly married couples families with older children and some empty nesters Formal educational qualifications are below average People tend to work in routine occupations in manufacturing and retail in a mixture of skilled semi skilled and manual jobs Family incomes are average
63. age Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 5 ae a 0 o gt a M Y 5 E a 3 E 8 or v 0 o 0 a 3 4 Demographic Features These are council estates housing young families and singles Many of the on Index families are single parent households Housing type to UK 1 2 rooms 4 106 E ae Pan Incomes are low People have few if any educational qualifications and their Owned with mortgage 33 84 routine jobs are in shops and factories Unemployment is high and despite the Social housing 46 228 Detached 5 23 overall youthfulness of these areas there are a number of people suffering Semi 28 92 ee Woo sce long term illness Flats 23 119 High rise floor 5 0 12 People generally live in terraced houses and purpose built low rise flats Homes are Famili F i x E E ead gine rented from either the local council or housing association They are typically two a lie sie ee Cee bedroom and thus quite crowded for the size of household Couple without children 15 84 Pensioners single or couples 20 88 Sharers 3 yil p P
64. age Have unit trusts 227 Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times 202 Financial Times Concentrations found in these areas 100 UK average 200 308 These people typically live in villages within commuting distance of major towns or Demographic Features D eee g g J of Index more rural villages where they choose to retire They live in large detached houses and H i t to UK i 5 E o most have paid off their mortgage Households are typically couples over the age of 7 rooms 43 219 i i a ee Eo 45 They will often have children who have left home Owned with mortgage 37 93 Social housing 1 7 P Dp g Detached 80 349 They are a highly qualified type and those that are working tend to be high earners in a A professional and managerial jobs However 26 of these people have now retired and pie u n are very comfortably off High rise floor 5 0 1 Famili 5 5 A PATES Given the nature of where they live and their affluence car ownership is high The Empty nester 9 100 A 7 H 7 U Never pee e majority of households have at least two cars and the main car is usually expensive Pensioners single or couples 36 153 and
65. ake full advantage of living in the city and go out regularly They enjoy restaurants and bars and are interested in the theatre and the arts They are well informed about current affairs and are keen readers of The Guardian Financial Times and Independent This group will spend significant amounts on travel and take frequent holidays They are very likely to go on long haul trips and will either ski or seek the sun in the winter These young people have the world at their feet and plenty of money to enjoy it page 37 Category 2 Group Aspiring Singles types 207 215 22 235 Aspiring Singles are young and live in urban or suburban locations frequently around London There are large numbers of both students and well qualified young people who have recently finished their studies and started working Many live in rented flats both purpose built and converted The flats tend to be small typically one or two bedrooms and be located in basements or above shops While many single people live alone there are also people Sharing larger properties such as terraced houses These are quite mobile populations with a high turnover of residents People lead urban lifestyles They are active participating in sports and going to the gym Like most young people they enjoy going out with friends to pubs and clubs in the evenings or to coffee shops during the day Cars are relatively rare so transport is by bus train tube or wal
66. althy families with mortgages They live in established suburbs new housing developments around commuter towns and villages and rural areas Houses tend to be detached or larger semi detached properties often with four bedrooms While these are generally family areas there are also some empty nesters and better off retired couples Flourishing Families are younger than other affluent groups so most households are still likely to be making mortgage repayments Incomes are good since many have managerial and professional occupations Many will have cars pensions and health cover provided by their employer Car ownership is high and most of these families will have two or more cars These families are usually financially secure with a variety of savings and investments They take regular holidays including long haul skiing and summer sun Some people are quite active enjoying sports playing golf or going to the gym A number enjoy the countryside through activities such as walking or birdwatching Taking the family to the cinema is also a favourite pastime PC ownership is common and they are comfortable with new technology These are high income achievers successfully juggling both jobs and families page 21 Wealthy Mature Professionals Large Houses Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing 344 Theatre cultural arts Finance Average family income Credit card balance
67. an Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada 237 TF Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line 259 Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 9 551 374 601 100 UK average 200 These people live in affluent urban areas where large attractive houses have often been converted into flats Whilst many do own their home the proportion of rented accommodation is relatively high People in this type are very highly qualified one in four have postgraduate and professional qualifications They work in professional and senior managerial occupations with many spending very long hours at work Most residents are either young singles or couples There are very few children and those there are tend to be under five which suggests that young families move on from these areas As one of the highest earning types they have relatively high disposable incomes They invest in a broad range of products including high interest accounts ISAs and stocks and shares They are comfortable using the Internet to do their financial research In the winter this type is the most likely to go skiing They will then take at least one other holiday which is usually for
68. an Have mortgage Have unit trusts at 5 D 3 re o Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian 261 The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 l This type is a mixture of youn rofessionals and students in prosperous provincial Demographic Features YP ewe prosp p Seok Index towns and cities Households are a mix of singles couples and flat and house Housing type to UK 1 2 rooms 3 75 sharers 7 rooms 14 al Owned outright 27 95 i o Owned with mortgage 48 121 Residents are mostly in their 20s and early 30s They are well qualified usually to Social housing 6 29 o i Detached 4 19 A level and degree standard The older individuals in this type are often already in E successful professional and managerial careers Others are in lower managerial a caesar ae 2 roles as well as clerical occupations Some work in the education and healthcare igh rise floor sectors The term time student population in this type is above average Families Couple with children 16 78 Sl E Te a Most of the housing is terraced with some converted flats Purpose built flats are Couple without c
69. an be used to define and analyse the purchasing preferences and lifestyle characteristics of different areas through the UK This results in a more effective estimation of the demand for your products and services and a more effective location planning strategy Once retailers and suppliers have understood the characteristics and make up of a neighbourhood by using ACORN they can make strategic decisions on the format of their branch or store and the range of goods carried e Where should I open close or locate my next store e Which products will suit the area e How should I allocate my resources e What factors can influence my store performance Welcome acorn As a result of this range of applications ACORN is widely used in many sectors of business Financial organisations use ACORN to understand their customers cross sell their product range set branch targets predict loyal customers and plan their network strategy Retailers use ACORN to locate stores plan product ranges assess refurbishments and target local marketing for stores Media owners use ACORN to support advertising sales evaluate sales potential and develop new markets In FMCG ACORN is used to drive customer communication in store marketing ranging and product distribution The Public Sector uses ACORN to target services to areas of need and inform policy decisions Edinburgh by ACORN category Wealthy Achievers
70. ancially sophisticated investing directly in stocks and shares as well as unit Couple without children 23 131 y d l Pensioners single or couples 23 101 trusts bonds and other forms of investments Technologically literate they are Sharers 2 61 Single non pensioner 6 37 confident home PC users The internet is a popular channel for purchases and for Single parent 2 31 li cy see ee Bae ins financial transactions including on line banking Education amp work Degree or equivalent 40 206 There is a high level of readership of the Financial Times as well as the other A levels or equivalent 10 1S No qualifications 17 47 quality broadsheets Prof managerial 20 246 Lower managerial 26 139 Intermediate jobs 20 84 Golf is a popular leisure pursuit Two holidays a year are common perhaps one Routine jobs 7 33 Self employed 15 182 long haul destination and a week on the ski slopes These consumers have a well ea ee ans developed interest in the arts classical music and opera as well as enjoying fine EOR wine and gourmet food They are likely to have charitable interests often using nicity Ha Asian 3 75 tax efficient covenants and direct debit payments to make their donations Black 0 18 White 95 103 This type is found in large numbers in the Home Counties especially in Index of 100 UK Average South Buckinghamshire Surrey Hertfordshire and Cheshire Not to Scale page 22 Wealthy Wor
71. and the main income is often supplemented by female part time working Smaller semi detached houses usually with two or three bedrooms are most common and account for two thirds of the housing stock in this type Half of householders are buying their property on a mortgage with another third owning Concentrations found in these areas Demographic Features of Index outright Most households have access to a car but usually a smaller inexpensive model possibly bought second hand These people are likely to take one main holiday a year probably a packaged holiday to the Mediterranean or a camping or caravanning holiday in the UK Watching TV is a popular leisure activity as is going to the cinema and sometimes bingo Doing the football pools gardening and visiting the pub are also common Tabloid newspapers are favoured reading and many listen to Radio 2 This type is found in Wolverhampton Dudley Darlington Stoke Rotherham and Mansfield Housing type to UK 1 2 rooms 1 28 7 rooms 12 64 Owned outright 34 118 Owned with mortgage 50 126 Social housing 10 48 Detached 14 60 Semi 67 218 Terraced 14 5S Flats 5 24 High rise floor 5 0 3 Families Couple with children 25 118 Empty nester 12 129 Couple without children 20 LZ Pensioners single or couples 22 95 Sharers 2 64 Single non pensioner 11 69 Single parent 6 86 5 person households 7 99 Education amp work Degree or equivalent 11
72. any towns and cities will have some neighbourhoods of this type but Asian 2 57 g P f Black 2 86 concentrations are found in Newcastle Sunderland Belfast Liverpool and Pie A AOE Greater Manchester Index of 100 UK Average page 95 Families and Single Parents Council Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times x T 0 o aQ fo Q S a gt D lt 8 rr 7 o j o oO fe e 3 4 Concentrations found in these areas 100 UK average 200 Demographic Features This type is really only found in significant numbers in Scotland and in Gane Index particular Glasgow Housing type to UK 1 2 rooms 6 184 E gee ee The vast majority of people live in purpose built flats including traditional Scottish Owned with mortgage I EE tenements They are small one or two bedroom properties and will b
73. ar They may also have cable TV at home Looking for work 8 229 Ferre cee ae and other interests include buying clothes Ethnicity Asian 19 468 This type is almost exclusively found in London in areas like Tower Hamlets Black 26 1297 A i EAn R e AER Hackney and Southwark The only other place with significant numbers outside of London is central Birmingham Index of 100 UK Average page 100 Headquarters CACI House Kensington Village Avonmore Road London W14 8TS T 44 0 20 7602 6000 F 44 0 20 7603 5862 Twickenham 102 The Green Twickenham Middlesex TW2 5AG T 44 0 20 8893 9039 F 44 0 20 8893 9019 Coventry Thomas Yeoman House The Canal Basin St Nicholas Street Coventry CV1 4LW T 44 0 24 7684 6846 F 44 0 24 7683 7099 Manchester 8th Floor Quay West Trafford Wharf Road Wharfeside Manchester M17 1HH T 44 0 161 848 8074 F 44 0 161 848 7296 Edinburgh 20 South St Andrew Street Edinburgh EH2 2AZ T 44 0 131 557 0123 F 44 0 131 557 4144 Andover Manor Courtyard Quarley Andover Hampshire SP11 8LE T 44 0 1264 889 845 F 44 0 1264 889 846 USA CACI International Inc 1100 North Glebe Road Arlington VA 22201 T 00 1 703 841 7800 F 00 1 703 841 7882 www caci co uk info caci co uk CACI Limited 2006 All rights reserved t25 How ACORN is built This document describes how CACI s Acorn classification is built covering the
74. ar Savings plans and high interest investments Pensioners single or couples 22 97 Some householders will have a private pension plan Sharers 2 60 Single non pensioner 9 55 e eee This is a gentler traditional lifestyle with outdoor activities such as golf gardenin 5 person households 7 99 g y g 1 g g bird watching hiking and visits to places of interest such as stately homes Families Education amp work Degree or equivalent 19 97 only eat out from time to time At home there is interest in good food or wines and A levels or equivalent 8 92 ar 2 No qualifications ay On subscriptions to magazines such as Good Housekeeping Prof managerial 9 110 Lower managerial 22 116 o Intermediate jobs 27 115 Readership of the Daily Express and Telegraph reflects these families more Routine jobs 18 86 oo Self employed 11 131 traditional values They are more likely listen to Radio 2 and Radio 4 Looking for work 2 57 Agricultural workers 2 147 E This type is most often found in East Anglia North Yorkshire and Leicestershire nicity Asian 1 24 Black 0 12 White 98 106 Index of 100 UK Average page 32 Large Families and Houses in Rural Areas Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Hav
75. ardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line 5 5 5 F 5 a 5 fe 0 0 lt fo v E a a o 0 e fe 3 a 9 Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 100 UK average 200 This type is characterised by very high numbers of young Asian families living in older terraced housing in our major towns and cities Within this type 70 of people are Asian There are also high numbers of students sharing rented accommodation Overall the relatively large families and the number of students sharing make these houses some of the most crowded in the country Unemployment levels are much higher than average Qualification levels are low and where people do work they are in routine manual jobs or working in the retail sector Very few women work and most are likely to be concentrating on bringing up their young families This type has the highest number of children under the age of five Incomes are low and with families to su
76. ast updated There are also additional data sets that allow demographic information to be updated from 2001 The updated demographics can often also be derived for postcodes rather than the larger Census areas These demographics cover the following areas House type Tenure Age profile Household or family structure Ethnicity Car ownership Unemployment House price Some of these demographic updates are particularly noteworthy Changes in ethnic mix are very difficult to measure Ethnicity is collected in the 2001 Census but is not collected on lifestyle surveys or consumer databases CACI s updates include a model that analyses names to provide ethnic information for each year since 2001 and also refine the statistics to postcode level The data is both up to date and much more detailed than the traditional inputs from Census demographics The process improves ACORN in two ways Firstly it spots changing demographics and allows these classifications to be updated Secondly it allows those demographics only previously available for Census areas to be calculated for smaller more precise neighbourhoods essentially enhancing the second stage of the original build of ACORN It should be noted that strictly speaking this process does not solely identify areas of underlying change Suppose there was insufficient data to justify a reallocation of a postcode s type during stage 2 of the original Acorn build New data that now justifies suc
77. atellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 9 Demographic Features Young families with two children under 10 living in small terraced housing E andes characterise this type Adults tend to be in the 20 40 age group with fewer older Housing type to UK i h h h id eee ap ae retired people There are some single parent households 7 rooms 9 44 Owned outright 31 107 o Owned with mortgage 45 114 This is the ACORN type with the highest incidence of terraced housing The houses Social housing 8 40 Detached 3 14 tend to be small with two or sometimes three bedrooms and at the lower end of Semi 10 32 o ee Sion Seis the house price scale 70 of households are owner occupiers with most buying on Flats 5 24 a mortgage Most of the rest are renting from private landlords with a smaller High rise floor 5 0 4 l proportion renting from the local authority Families Couple with children 20 98 Empty nester 9 99 fo i z 7 A ial Sait heer Hees ee Qe Generally employment is in blue collar Jobs in manufacturing miming and Pensioners single or couples 20 85 other manual occupations with shopworking also common There is some Sharers 4 98 Single non pensioner 19 119 unemployment and long term illness is above the national average As might Single parent 9 134 e
78. average So an index of 173 means this ACORN type has 1 73 times the national average of households with 7 rooms This equates to 34 6 of households in this example 20 x 1 73 acorn user guide Detailed Scores Characteristics of ACORN Types Represented as an index against the UK average Category 1 S a cry Ts Types Types Types UK 1 2 3 4 5 6 7 8 9 10 ti 12 Average Housing 1 2 rooms 4 0 15 8 28 13 16 31 45 21 21 18 20 35 7 rooms 20 0 374 2157 260 282 219 223 val ala lal 213 201 173 217 Owned outright 29 0 166 78 150 143 195 144 168 179 139 yal 137 162 Owned with mortgage 39 0 4 113 186 105 129 93 76 85 98 129 185 124 99 Social housing 20 0 6 5 18 9 7 27 31 Ly 13 10 24 26 Detached 25 0 352 383 256 339 349 291 199 302 ES 274 248 341 Semi 31 0 41 28 80 54 45 7i 94 73 198 82 107 50 Terraced 26 0 12 11 39 14 12 29 51 18 pi 39 29 Ly Flats 19 0 17 4 26 7 13 12 52 L2 25 9 12 4 Families Couple with children 21 0 146 225 115 144 91 i we 81 86 147 183 126 173 Empty nester 100 f 111 100 98 123 100 il 88 106 126 93 120 170 Couple no children 180 131 127 139 137 iS ah 140 117 128 106 142 132 67 Pensioners single couples 23 0 101 33 107 88 1i53 95 154 148 95 37 97 67 Sharers 4 0 61 48 67 62 52 81 59 55 78 52 60 94 Single non pensioner 16 0 37 39 64 43 44 67 74 54 48 72 55 52 Single parent 7 0 eal 50 39 39 30 46 43 42 52 65 58 58 Education Degree or equivalent 20 0 206 151 174 139 142 110 139 yy
79. crowding On some estates there are high numbers of single parents while on others there are more elderly people some with long term illness Incomes are low and unemployment relatively high Jobs reflect the general lack of educational qualifications and are in factories shops and other manual occupations There are fewer cars than most other areas Money is tight and shopping tends to focus on cheaper stores and catalogues Visiting the pub betting football pools bingo and the lottery are the principal leisure activities These families share the twin disadvantages of educational under achievement and consequent lack of opportunity They are struggling to get by in an otherwise affluent Britain page 84 Burdened Singles This urban group is characterised by high numbers of single adults These include single pensioners young singles and lone parents They tend to live in purpose built flats or small terraced houses the majority of which are rented from the council or a housing association The working population is employed in routine manual and retail occupations However with high numbers of pensioners and single parents many people are not working and the overall level of household income is very low Unemployment levels are above average and long term illness levels are high which reflects the relatively high numbers of older people With such low incomes these households have little if any discretionary spe
80. cs of its Surrounding census output area The input files for this second stage do not always cover all households in a postcode In most cases the postcode level variables are based on a sample of households from a postcode The sample size varies from postcode to postcode and varies for each variable It is possible for there to be no data for some postcodes It is also possible to have postcode level variables for some but not all of the classification variables Analysis identified different levels of postcode homogeneity for different variables For example within postcodes there is greater consistency of housing tenure than of family structure As a result the postcode sample size necessary to identify a difference from the OA will vary according to the variable Testing process In building ACORN a number of tests were used at both stages to optimise the classification across a wide range of consumer behaviour The tests use large files of consumers measuring some 250 different aspects of behaviour These included financial behaviour including credit amp debt leisure activities media technology spending communications energy consumption and crime For each aspect of behaviour the file is split into two random parts One half is profiled by ACORN as if to carry out a targeting exercise and the results tested against the other half This process identified the gain in using the classification for targeting For
81. d 43 Semi 35 Terraced 5 Flats 6 High rise floor 5 0 Families Couple with children 9 Empty nester 7 Couple without children 19 Pensioners single or couples 50 Sharers 2 Single non pensioner 10 Single parent 2 5 person households 2 Education amp work Degree or equivalent 13 A levels or equivalent 5 No qualifications 52 Prof managerial 5 Lower managerial 14 Intermediate jobs 22 Routine jobs 18 Self employed 7 Looking for work 2 Agricultural workers 2 Ethnicity Asian 0 Black 0 White 99 Index of 100 UK Average Index to UK 43 57 223 63 7 188 113 19 29 2 43 74 109 ZAMS 43 62 29 65 60 146 56 U5 87 92 112 10 107 page 65 Concentrations found in these areas Demographic Features of Index Housing type 1 2 rooms 1 7 rooms 18 Owned outright 48 Owned with mortgage 43 Social housing 4 Detached 25 Semi 63 Terraced 8 Flats 3 High rise floor 5 0 Families Couple with children 20 Empty nester 11 Couple without children 21 Pensioners single or couples 31 Sharers 2 Single non pensioner 9 Single parent 3 5 person households 5 Education amp work Degree or equivalent 15 A levels or equivalent 6 No qualifications 41 Prof managerial 6 Lower managerial LO Intermediate jobs 26 Routine jobs 20 Self employed 8 Looking for work 2 Agricultural workers 1 Ethnicity Asian 1 Black 0 White 98
82. d subscription to cable TV and cable telephone are also common This type is found in large numbers in Outer London Hillingdon Sutton as well in towns like Milton Keynes Basildon Colchester Watford and Falkirk Concentration found in these areas Demographic Features of Housing type 1 2 rooms 7 7 rooms 6 Owned outright 18 Owned with mortgage 59 Social housing 7 Detached 9 Semi 25 Terraced 34 Flats 30 High rise floor 5 0 Families Couple with children 16 Empty nester 5 Couple without children 23 Pensioners single or couples 13 Sharers 3 Single non pensioner 33 Single parent 6 5 person households 3 Education amp work Degree or equivalent 20 A levels or equivalent 10 No qualifications 25 Prof managerial 10 Lower managerial 25 Intermediate jobs 29 Routine jobs 21 Self employed 6 Looking for work 3 Agricultural workers 1 Ethnicity Asian 2 Black 1 White 95 Index of 100 UK Average index to UK 193 Sal 62 151 36 38 83 134 157 9 76 50 133 81 22 S7 103 117 116 136 12S 100 80 48 50 60 103 page 57 White Collar Singles and Sharers Terraces Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Lo
83. d wildlife are all popular interests although perhaps the children prefer the cinema With fewer major shopping centres in the more remote areas there are relatively high levels of shopping on the Internet and by catalogue In addition to the heavy concentrations of these households in Northern Ireland they are also found in the Outer Hebrides the Orkneys Shetland and other Northern parts of Scotland Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 1 7 rooms 42 Owned outright 47 Owned with mortgage 39 Social housing 5 Detached 78 Semi 15 Terraced 4 Flats 1 High rise floor 5 0 Families Couple with children 36 Empty nester 16 Couple without children 12 Pensioners single or couples 16 Sharers 4 Single non pensioner 8 Single parent 4 5 person households 22 Education amp work Degree or equivalent 14 A levels or equivalent 8 No qualifications 43 Prof managerial 5 Lower managerial 17 Intermediate jobs 34 Routine jobs 28 Self employed 15 Looking for work 3 Agricultural workers 9 Ethnicity Asian 1 Black 0 White 99 Index of 100 UK Average Index to UK B55 Zale 162 99 26 341 50 17 4 0 173 170 67 94 52 317 72 100 120 58 94 142 134 187 550 52 107 page 33 page 34 Urban Prosperity These are well educated and mostly prosperous people living in our major towns and cities They inc
84. dex Housing type to UK 1 2 rooms 2 56 7 rooms 12 63 Owned outright 29 101 Owned with mortgage 45 114 Social housing 15 75 Detached 11 47 Semi 34 iD Terraced 44 172 Flats 10 51 High rise floor 5 0 6 Families Couple with children 21 100 Empty nester 10 107 Couple without children 18 104 Pensioners single or couples 23 99 Sharers 3 UY Single non pensioner 15 98 Single parent 7 105 5 person households 6 85 Education amp work Degree or equivalent 13 A levels or equivalent 7 No qualifications 41 Prof managerial 5 Lower managerial 17 Intermediate jobs 26 Routine jobs 27 Self employed 7 Looking for work 3 Agricultural workers 1 Ethnicity Asian 2 Black 1 White 97 Index of 100 UK Average 64 82 114 64 90 ILLL 126 87 Hil 59 33 105 page 79 Home Owning Families Terraces Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada aa T 3 5 a 5 E 3 n Zi Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have s
85. e o High rise floor 5 0 1 Financial caution is a characteristic of people in these communities Most will have 5 Ias j Families made adequate pension provision through company or private schemes and many Couple withvehildran a 15 will have mortgage protection insurance They are likely to save regularly perhaps See Pee E into a child savings plan Some will own stocks and shares they have acquired ee single or couples ae a x 5 Z Sharers through demutualisation and privatisation Single non pensioner 10 61 Single parent 6 88 5 person households 10 IB7 Leisure activities include golf going to the cinema and watching TV Packaged Education amp work holidays to Europe and the Mediterranean are popular but many will holiday at Degree or equivalent 15 74 A levels or equivalent 8 99 home perhaps in self catered accommodation Nowqualtiestane a0 RS Prof managerial 7 85 Lower managerial 21 als With larger families the food bill is relatively high so price is important and stores Te aes ae ie outine jobs like Asda are popular Self employed 7 87 Looking for work 2 68 Agricultural workers 1 5S Many families will have a home PC which may be used by the children for education See and playing computer games Although some adults may use the Internet as a Asian 2 43 A i za Black 0 23 financial channel most prefer the face to face contact of their bank or building rte Soy AGE society branch Th
86. e Rushcliffe the Isle of Wight and Ceredigion in Wales page 26 Farming Communities Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 255 Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times E z gt Q 100 UK average 200 These communities are found in some of the most rural areas of Britain where the economy is underpinned by agriculture People tend to be between 45 and 65 with older children many of whom have left home Whilst their household incomes are modest they live in large detached houses and farms They need access to cars given their location and owning more than two cars is the norm They do not have a great deal of spare money for financial investments but will invest modest amounts in a broad range of products They are also happy to use credit cards but are not high spenders Nearly one in five people are agricultu
87. e Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 9 100 UK average 200 These are large families living in sparsely populated rural communities particularly in Northern Ireland There are many children particularly teenagers Many live in large detached houses often with four or more bedrooms These families have often paid off their mortgage or have only a few years left making repayments Financially high interest investments and regular savings plans are popular although there are also some people anticipating the need for a loan in the future Car ownership is a necessity in these rural areas and levels of car ownership are correspondingly high These are strongly religious areas Religious activity is one of their specific interests and these areas have the highest levels of Christianity as the main active faith There is a relatively strong charitable interest in these communities Giving to disabled disaster relief and third world groups is particularly favoured Recreational activity includes many rural pursuits Walking gardening an
88. e almost Social housing 69 343 oe Detached 3 11 exclusively rented from the council or housing associations Semi 13 41 Terraced 12 49 ae aa ete oN ie The population is young and there are many school age children with young igh rise floor parents The level of single parents is one of the highest in the country at 21 Families i pa i i Couple withrehildren coe Sn With such young families many women are fully occupied looking after their Empty nester 9 94 A x x E es wee children Unemployment levels are high with many long term unemployed Pensioners single or couples 17 yal Sharers 3 81 i Single non pensioner 22 142 Those that are working are in routine factory manual or retail occupations and Single parent 20 309 a aa overall income levels are amongst the lowest in the country They have to consider their budgets when shopping for food and retailers such as Aldi and Kwik Save are Education amp work Degree or equivalent 7 34 where they choose to go They also buy a lot of mail order goods from the A I ivalent 5 65 ae a a A traditional catalogue companies so that they can spread their payments Prof managerial 2 26 Lower managerial 9 48 Intermediate jobs 18 78 With the limited money they are likely to have left they will occasionally relax by Routine jobs 34 161 A Self employed 3 36 going to the pub or a nightclub for a drink going to bingo or placing
89. e areas during term time This is over 5 times the national average Over half the housing stock in these areas is terraced housing and the number of converted flats is also higher than average Many are privately rented and the larger dwellings offer shared accommodation This type has a relatively transient population and there are correspondingly high levels of vacant property People often participate in exercise and sport with football and rugby amongst the popular activities Long haul holidays are popular but often done on a budget including backpacking Leisure activities include visiting the cinema and an interest in fashion and clothes Internet use is very high and this is reflected in the numbers playing interactive games on their computers Indeed these are people very open to the uses of all new technology They are confident using the Internet for home finance for buying books clothes and CDs and for researching and booking travel online University towns such as Oxford and Cambridge have high concentrations of these types as do other large population centres such as Leeds and Southampton Residential quarters around military bases share this unsuually young age profile and transient population and can also occur in this type Concentrations found in these areas Demographic Features of Index Housing types to UK 1 2 rooms 3 81 7 rooms 26 ISI Owned outright 11 59 Owned with mortgage 17 42 Social housing
90. e bill 30 IBM compatible PC at home Buy gifts on line 9 Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 Demographic Features This type contains the highest proportion of households with residents over the of Index age of 75 Over half of households in this type are pensioners Many are living Housing type to UK tee non ORE alone although some are retirement home residents 7 rooms 10 52 Owned outright 44 152 Owned with mortgage 2n The main type of housing is one and two bedroom flats most of which are Social housin 15 77 cae a 8 37 purpose built and low rise Many properties are owned outright but some are ae ee Te privately rented Holiday homes are also a feature of these neighbourhoods Flats 66 343 High rise floor 5 1 201 Working residents tend to be relatively well qualified often employed in senior Families F i Gouple menebiidren 0h oR managerial and professional occupations Empty nester 4 59 Couple without children 12 68 Pensioners single or couples 52 225 As might be expected with a large elderly population car ownership is low Sharers 3 68 Single non pensioner 20 126 relative to the UK as a whole Single parent 2 37 5 person households 2 2S Most of the residents in this type are comfortably off Many have provid
91. e private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 fe o Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times l D 100 UK average 200 Concentrations found in these areas These are poor families in low rise estates Demographic Features of Index Pa Housing type to UK The estates are home to nearly as many single parents as traditional two aera sD A 4 li 7 rooms 6 30 parent families There are many school age children and families are larger Sac ate e e BES than average There are also some couples whose children have left home Owned with mortgage 30 77 Social housing 44 222 Detached 4 Ig r i 22 72 Housing is usually in the form of low rise council terraces perhaps with three ee Bein aes bedrooms but still crowded for the size of family Hoe oe 8 High rise floor 5 0 10 5 5 3 x Families To be earning anything approaching an average income is rare Long term E E i A H Empty nester 13 SZ unemployment is high and employment is routine factory or manual work Be dein aa es ems Travel is on foot or by public transpor
92. eae th i outine jobs such as the Daily Mirror The Sun and Daily Record Self employed 3 38 Looking for work 7 alld Agricultural workers 1 42 These types are found in Glasgow Aberdeen Inverclyde and Dundee in Scotland sect and in Newcastle upon Tyne Liverpool Nottingham Manchester Sheffield and Asian 2 45 i Black 2 110 Wolverhampton in England White Orie Ge Index of 100 UK Average page 97 Singles and Single Parents High Rise Estates Interests Angling Fashion clothes Cinema DVDs videos Gardening ME Golf E Gambling Snow Skiing Theatre cultural arts mn Finance gt Average family income MT Credit card balance 2000 EEEE a Always pays credit card in full i a Have private Health Care ii gt Have Life Assurance c Have ISA mem a Have Loan Have mortgage i Have unit trusts i Holidays 2 holidays per year EE Activity outdoor sports Mim Holiday in UK or Ireland EE Holiday in USA or Canada E Internet amp Telecoms Contract mobile phones iE Mobile bill 30 ii IBM compatible PC at home E Buy gifts on line Mi Media Have digital cable TV Have satellite digital TV Mii Daily Express i The Sun Telegra OId People The Guardi The Sunday Tim Ma ny High Financial Tim Rise Flats Concentrations found in these areas 100 UK average 200 This type comprise of different age groups living in blocks of Demographic Features E E RO flats especially in househo
93. ear 34 1 Z2 74 67 64 57 54 70 61 59 yil 64 89 87 Activity outdoor sports 2 1 57 53 65 54 Sil 58 53 62 56 54 70 92 105 Holiday in UK Ireland 21 0 112 LLZ 110 102 nia i 110 105 101 103 102 99 68 7s Holiday in USA or Canada 4 9 80 75 94 J3 69 84 7 7A 67 81 81 108 105 Internet amp Contract mobile phones 23 6 70 60 63 60 52 65 52 49 59 42 55 124 132 Telecomms Mobile bill 30 10 2 78 66 75 72 78 95 59 70 91 55 85 LOL i95 IBM compatible PC at home 60 0 87 76 85 79 76 88 63 68 74 49 61 86 96 Buy gifts online DALY 83 83 83 94 52 84 96 90 60 38 60 85 83 Media Have digital cable TV 13 5 106 96 102 135 129 134 90 23 127 83 116 101 100 Have satellite digital TV 23 9 115 96 113 98 100 I2 68 87 76 26 45 50 77 Daily Express 3 7 79 86 79 60 52 49 88 55 61 95 69 49 44 The Sun iomo 161 148 157 150 170 181 133 153 165 L22 147 140 143 Telegraph 3 6 33 62 7 20 19 pili 38 19 19 43 28 38 30 The Guardian 2 0 33 32 26 29 25 27 36 31 29 50 45 247 199 The Sunday Times 4 8 31 28 24 21 17 18 29 19 22 30 28 96 85 Financial Times 073 33 26 24 28 19 24 Sl 28 31 28 34 193 179 100 UK Average acorn e user guide 15 o page 16 Wealthy Achievers These are some of the most successful and affluent people in the UK They live in wealthy high status rural semi rural and suburban areas of the country Middle aged or older people predominate with many empty nesters and wealthy retired Some neighbourhoods contain large numbers of well off fam
94. eclassify consumers accordingly There are two types of change new developments and underlying change e When new housing is built there is no past consumer data The people living in new housing do not at that address exist in consumer databases they have not filled in surveys and they were not measured by the Census e Underlying change in a postcode occurs as consumers move house or as they develop through their life stages They might marry have children change jobs and so on The process of updating ACORN considers both these types of change During the first update in 2005 some 125 000 postcode classifications were improved Of these 87 000 result in a change of ACORN group A few thousand postcodes previously of a relatively middle or down market nature have undergone improvements resulting in their classification as ACORN group A Wealthy Executives Background The two stage approach proved a very effective way of building ACORN It also provides the perfect framework for monitoring changes As new data become available the second stage can be repeated and the same process used to update the ACORN code of postcodes where changes have occurred The second stage involves applying rules rather than traditional classification which means there are some key advantages to the approach Firstly it is not necessary to replicate every demographic input from the Census Secondly one can consider factors that were not available dur
95. ed for Education amp work Degree or equivalent 25 127 their old age with above average levels of investments in ISAs unit trusts and A levels or equivalent 9 104 No qualifications 34 94 guaranteed income bonds Prof managerial 9 111 Lower managerial 20 109 i i i i Intermediate jobs 21 90 Popular newspapers are The Times Telegraph Daily Express and Daily Mail Routine jobs 14 65 Self employed 9 114 Looking for work 3 83 os a a TE Individuals in this type are likely to engage in charitable and voluntary work ere They are also interested in music the arts and antiques Good food and wine nicity g Asian 1 36 are enjoyed as is eating out especially for lunch Black 1 32 White 97 105 This type is found on the south coast in Bournemouth Torbay Eastbourne and Index of 100 UK Average Brighton as well as in Scarborough East Renfrewshire and Fylde in Lancashire page 68 Older People Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I al o 5 a fe 0 Internet amp Telecoms Contract mobile phones Mobile bill
96. eign and often far flung When at home they take advantage of the range of theatre and arts available to them from living in the city They also enjoy good food and wine both at home and in restaurants They are interested in current affairs and are very likely to buy a daily paper which they probably read as they commute to work They usually choose from The Guardian The Independent The Times and Financial Times At the weekend they like The Sunday Times and The Observer This type is found primarily in London Wandsworth Hammersmith and Fulham Merton Kensington and Chelsea Richmond upon Thames and Ealing as well as in Oxford Cambridge and Edinburgh A Hi SMA NEETI J S i BE iiit J LLANELIAN Concentration found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of Index type 7 20 25 37 10 4 11 31 51 1 15 6 19 Pensioners single or couples 13 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White
97. end to relax by exercising playing sport cooking Looking for work 7 193 pee at neiene oe 4g or shopping for clothes They like to buy clothes from retailers such as Burton or TopShop and Matalan Ethnicity Asian 54 1351 Black 9 446 g z insite m These people read a range of papers but the Daily Mirror is by far the most popular Index of 100 UK Average This type is found in Southall in London Leicester Blackburn and Birmingham Not to Scale page 76 Skilled Older Families Terraces Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 5 0 z Q e v e Fr i e ie 3 17 100 UK average 200 In some ways these areas exemplify the changing pattern of economic life over the past 10 or 20 years Once blue collar areas they are now home to office and clerical workers in addition to sk
98. ent population sharing flats Owned with mortgage 13 34 Social housing 68 342 F i Detached 2 8 70 of the housing is purpose built blocks of flats The flats tend to have one or S ie aoe two bedrooms and are rented from the council or housing associations The large FEM ILa On numbers of children living in these small flats make these homes the most High rise floor 5 7 936 overcrowded in the UK Families Couple with children 18 86 Empty nester 9 92 A A a A AN it levels are high although given the large numbers of lone parents Pensioners single or couples 13 56 with children under school age a high proportion of people are not on the job Sharers 8 203 i TE Single non pensioner 21 132 market at all The working population tends to be employed in retail jobs and basic g p Single parent 17 259 occupations where the skill levels required are relatively low 5 person households 14 207 1 Education amp work Degree or equivalent 20 104 With low incomes and living in city locations car ownership levels are low and A I l ivalent 9 109 r 3 a a RA people use public transport Money is primarily spent on the children and there is eee et a little left for luxuries Religion is an important part of the social life of some of the Intermediate jobs We TE ethnic minority population They read newspapers and the Daily Mirror The Routine jobs 21 100 Self employed 5 57 Guardian and The Independent are popul
99. es such as golf and gardening and visiting National Trust properties Looking for work 2 57 Agricultural workers 3 190 ee Like other types within the group they choose to read the Daily and Sunday nicity Asian 1 19 Telegraph Black 0 9 White 99 107 Rural areas with smaller market towns are the main locations for these types Index of 100 UK Average These include Somerset the Cotswolds and the Lake District Not to Scale page 28 Mature Couples Smaller Detached Homes Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada a o 5 5 2 0 lt o Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times D D 100 UK average 200 These people live in well established areas within towns and villages which are remote from the major conurbations Typically aged between 45 and 75 these households tend to be mainly empty nesters and retired couples T
100. ese areas there is some agricultural H i to UK E P employment but most residents are affluent well educated professional people 7 rooms 51 260 i i i it i i i r en pay eee employed in senior managerial positions There is also more working from home in Owned with mortgage 41 105 this type Social housing 4 18 Detached 59 258 Semi 25 80 eae oE Residents tend to be older aged 45 plus with fewer children and more retired people dias eer a a Housing is spacious with four or more bedrooms mostly detached and at the upper igh rise floor end of the property price ladder Reflecting the older age profile more properties are Families couple with dren 34 115 owned outright than being bought on a mortgage Empty nester 9 98 Couple without children 24 139 i i j i i Pensioners single or couples 25 107 Car ownership is high with more people commuting by car than by rail Two or more Sharers 3 67 i i F Single non pensioner 10 64 cars per household is common with high value cars being the norm Single parent 3 59 5 person households 6 90 These are financially astute householders with high levels of ownership of stocks and Education amp work Degree or equivalent 34 174 shares unit trusts and guaranteed income bonds The Internet is used to research and A levels or equivalent 9 110 i No inon e purchase financial products as well as cars holidays and other products Prof managerial 16 195
101. ese neighbourhoods are scattered across the UK although they are found in the greatest concentrations in post industrial areas such as Wigan Blaby Dumbarton Motherwell Londonderry and Antrim Index of 100 UK Average page 61 Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 1 7 rooms 21 Owned outright 40 Owned with mortgage 52 Social housing 3 Detached 13 Semi 76 Terraced 7 Flats 3 High rise floor 5 0 Families Couple with children 28 Empty nester 13 Couple without children 19 Pensioners single or couples 23 Sharers 3 Single non pensioner 8 Single parent 4 5 person households 8 Education amp work Degree or equivalent 17 A levels or equivalent 8 No qualifications 34 Prof managerial 8 Lower managerial 21 Intermediate jobs 28 Routine jobs 19 Self employed 8 Looking for work 2 Agricultural workers 1 Ethnicity Asian 3 Black 1 White 95 Index of 100 UK Average page 62 Index to UK 16 109 139 132 16 56 248 29 i5 2 ies 141 109 67 51 ital 88 98 95 114 117 88 97 42 70 40 103 Mature Families in Suburban Semis Interests Angling EEE Fashion clothes MTT Cinema Bs DVDs videos MET Gardening Golf Gambling ME Snow Skiing E Theatre cultural arts Emmm Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care i Have L
102. f the UK s 49 million adults and 25 million households ACORN data sources e Finance e Income Place Shares Population density e e Savings Socio economics urbanisation and rurality e Borrowing Occupation Communal establishments e e Spending Industry Location Employment Education Online behaviour Socio economic status Access o acorn Frequency of use e Demographics Type of behaviour e Age Family structure Property W mA Ethnicity Housing type Religion Tenure Health Amenities House price use e g vacant or 2nd residence amp 4 acorn user guide oO Welcome acorn But we didn t stop there We then took advantage of the fact that for the first time the Census office attempted to publish data by geographic areas it believed contained the same kind of households We developed a unique second stage which selectively focused extra effort on any postcodes where ACORN might be improved We used our substantial consumer lifestyle databases to check for subtle differences in areas which the Census office said contained the same kind of people We then tested whether the postcodes in these areas were truly identical When all our data sources agreed with the Census we were confident that we had the most accurate possible ACORN code When we identified postcodes that were not identical we used all our additional data and a special set of London by ACORN category dec
103. families to support there is little discretionary spend They rarely go on holiday and rely on home based entertainment perhaps subscribing to cable TV to extend their viewing choice For many religion is very important and plays a major role in their social and family lives Like all young families these Asian Communities are striving to create a bright future for their children page 72 Category 4 Group Post Industrial Families Types 39 40 Twenty years ago these would have been traditional blue collar areas Now with the decline of heavy industry people are quite likely to work in office or clerical jobs and in shops Most households are traditional families with school age children They generally live in three bedroom terraced houses which tend to be at the cheaper end of the housing market Most families are owner occupiers but a number rent their houses from the local council Incomes are more likely to be around the national average Spending on credit cards is low and people are careful with their money Mortgages are often covered by a mortgage protection policy and levels of remortgaging are high Many will also switch utility providers in order to get the best deal Most families can afford to run a car and to take a holiday every year often a packaged holiday to the Mediterranean Cable and satellite TV is popular as are sports like football and rugby These are cautious consumers who are succe
104. ferent types of newly built housing the non census data sources were processed for each year after the census and the same model applied to give an Acorn code This is in effect a model to estimate the Acorn code that would be applied to newly built housing if a census were to be carried out for a year between censuses Classifying areas of underlying change A basic principle of geodemographic classifications is that neighbourhoods do not change rapidly Although people may move in and out of a postcode there is a tendency for the people moving in to have some similarity to the people moving out For example the young couple buying their first home may well buy from a slightly older couple now moving out of their first home However there is a continual process of change as people develop through their life stages For example they might marry have children or change jobs Such change in circumstances impact other consumer behaviour An older teenager may add another car to the household a growing family might mean more TV s for the household Conversely a changing area might become popular and demand higher house prices resulting in growing affluence of a postcode Because the process tends to be gradual measuring such change Is not simple and requires a good volume of robust data CACI receive regular updates of the lifestyles surveys used to build ACORN Nearly 7 million new records have been collected since the classification was l
105. h a modification may come either from changing demographics or because databases now include more data for these areas for people who lived there in 2001 There is no simple way of identifying which has occurred
106. haracteristic is Owned with mortgage 30 76 the single person renting small flats There may also be some communal Social housing 20 101 Detached 4 19 establishments such as nursing homes Semi 10 34 Terraced 18 70 P E o F Incomes are quite low People have average educational qualifications Their igh rise floor N relatively routine jobs are in shops and offices and there is some unemployment Famili a Pas ae With the elderly contributing to higher than average numbers of people with Empty nester 5 56 H A 7 A A TT ee E long term illnesses these areas are beginning to experience some need for Pensioners single or couples 24 101 social services Sharers 5 126 Single non pensioner 33 208 Single parent 7 100 E ean Bue sede While the younger people aspire to gold cards interactive TV and telephone banking the reality is they have low limits on their credit cards plan to pay off Education amp work Degree or equivalent 17 86 debts and possibly need a loan Their spending on food is low and catalogue A levels or equivalent 9 LLZ i g o a a 36 99 shopping helps them economise Few people own a car with those who do paying Prof managerial 6 68 i j i i i ae a Gee high insurance premiums Most get about on foot by bike or public transport Intermediate jobs 25 105 Routine jobs 24 als l N Self employed 8 96 The pub is a relatively popular place for eating either at lunch
107. he fact that many own their home outright is indicative of the established nature of these areas The majority of homes are detached houses and bungalows These tend to be three bedroom properties and are smaller than those within other affluent areas This group have typically worked in middle management or supervisory roles Whilst they are not rich they have plenty of money to spend now that their children have left home and they have no mortgage They usually have at least one car which many will buy as new They invest their money in products like ISAs and they save regularly They are cautious with credit and their use of credit cards is relatively low They like to go on holiday and many will take packaged holidays in both the UK and Europe Like the other types with a similar age profile they are keen gardeners They prefer to get their news from TV and radio rather than newspapers However when they do choose a paper it tends to be the Daily Mail and Sunday Express There is a high concentration of these neighbourhoods in areas such as Lincolnshire Norfolk and the Scottish Islands Concentration found in these areas Demographic Features of Housing type 1 2 rooms 1 7 rooms 22 Owned outright 52 Owned with mortgage 39 Social housing 3 Detached 69 Semi 22 Terraced 5 Flats 2 High rise floor 5 0 Families Couple with children 18 Empty nester 10 Couple without children 22 Pensioners single or co
108. hildren 20 LS j l Pensioners single or couples 17 75 rarer Renting from a private landlord is higher than the national average but many Sharers 8 212 Single non pensioner 24 150 are buying their properties on a mortgage Most households are two or three Single parent 6 88 5 person households 4 61 bedrooms Education amp work Degree or equivalent 32 165 Car ownership is in line with the national average with most households having A levels or equivalent 11 ilS No qualincauene Sin AG one and some having two cars Despite this most residents use public transport Prof managerial 12 150 i E E see ee cycle or walk when travelling to work Intermediate jobs 23 99 Routine jobs 16 76 oe f p Self employed 8 100 These individuals are slightly higher than average holders of savings and investment Looking for work 3 83 PE T products such as ISAs unit trusts and stocks and shares They are also likely to use T the Internet for savings accounts and to source credit cards icity Asian 3 77 Black 2 84 nae oi nk Their preferred newspapers are The Guardian The Independent and The Observer They are likely to have cable TV and are keen on exercise and sport as well as Index of 100 UK Average theatre music and the arts Not to Scale Towns where this ACORN type can be found include York Canterbury Swindon Norwich Bristol Reading and Cardiff page 58 Younger White Collar Couples
109. hire Fareham Basingstoke Cheshire Congleton and Essex Maldon Brentwood as well as in Northern Ireland Lisburn Antrim Concentration found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of type 0 55 41 51 2 78 17 4 1 0 30 12 24 Pensioners single or couples 20 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White 2 7 3 8 27 9 26 14 25 25 12 13 2 3 2 0 97 Index of 100 UK Average Not to Scale Index to UK 13 282 143 129 9 339 54 14 7 il 144 123 137 62 43 120 189 108 167 ISS 108 57 158 163 59 12 105 page 25 Older Affluent Professionals Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortg
110. howed that the vast majority of new housing falls into a small number of ACORN types while other ACORN types are extremely unlikely to include any new housing To work out which ACORN type applies to a new development it is essential to have both recent data to allow updating and historical data so any model can be tested against the comprehensive Census Statistics and the original ACORN A model was built using information from the period 2000 2001 For postcodes where at least 50 of the housing was built in the year prior to the census non census sources was used to derive data on the housing tenure and price of newly built housing and the age and demographic structure of residents The model first took scores on the new build tenure price and other variables and clustered the 56 Acorn types into 7 types It was observed that a within each of these clusters one Acorn type covered the bulk of the newly built housing b each cluster was formed from similar Acorn types and in particular that the types that were most similar covered the greatest proportion of the newly built housing As a result 7 Acorn types were chosen to be potential classifications of new build and a set of equations bu8ilt to assign a postcode to one of these types according to its new build characteristics This model applied to housing built in 2001 On the assumption that there has been no dramatic change in the types of household that moves into the dif
111. hter might shop for clothes at New Look Intermediate jobs 25 105 Routine jobs 33 156 Self d 5 64 wipe i A a Typically these families will only run a single car probably bought second hand E er le ee sae However a motorbike or scooter might act as a second vehicle Ethnicity Asian 3 64 aa bey see Horseracing doing the football pools angling and bingo are all popular as is ite Index of 100 UK Average page 78 watching cable and satellite TV The highest concentration of Young Working Families are found in places such as Telford Stevenage Harlow Basingstoke and Basildon Skilled Workers Semis and Terraces Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts I er oO oO 4 er a Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times J S a v 5 9 O lt ee 15 o D a O 3 4 100 UK average 200 Shopworkers and skilled blue collar
112. hy working families with mortgages Villages with wealthy commuters Well off managers larger houses Older affluent professionals Farming communities Old people detached homes Mature couples smaller detached homes Older families prosperous suburbs Well off working families with mortgages Well off managers detached houses Large families and houses in rural areas Well off professionals larger houses and converted flats Older professionals in suburban houses and apartments Affluent urban professionals flats Prosperous young professionals flats Young educated workers flats Multi ethnic young converted flats Suburban privately renting professionals Student flats and cosmopolitan sharers Singles and sharers multi ethnic areas Low income singles small rented flats Student terraces Young couples flats and terraces White collar singles sharers terraces Younger white collar couples with mortgages Middle income home owning areas Working families with mortgages Mature families in suburban semis Established home owning workers Home owning Asian family areas Retired home owners Middle income older couples Lower incomes older people semis Elderly singles purpose built flats Older people flats Crowded Asian terraces Low income Asian families Skilled older families terraces Young working families Skilled workers semis and terraces Home owning families terraces Older people rented terraces Low inc
113. ian and Victorian terraces Many are owner occupied by professional couples and families There are also high levels of converted flats some of which are privately rented The younger singles in these areas will often be sharing flats and houses Car ownership is high reflecting the wealthy nature of these neighbourhoods but because of their urban location travel to work is mostly by public transport Incomes tend to be high with many residents earning over 50 000 a year They are financially aware and have high levels of savings and investments They also have high levels of credit card usage These technologically sophisticated consumers make great use of the Internet for financial services as well as buying other products and services They enjoy the arts including theatre classical music opera and the cinema The most widely read newspapers are The Guardian The Independent The Times and The Observer Foreign travel and skiing are popular leisure activities This type is found in many urban areas of the UK but particularly in London Kensington and Chelsea Wandsworth Ealing Richmond upon Thames and Fulham Edinburgh and university towns such as Durham Oxford and Cambridge also have high concentrations of this type ee Urban Prosperity D Prosperous Professionals RUR eo Concentration found in these areas Demographic Features Housing 1 2 rooms 3 7 rooms 45 Owned outright 34 Owned with mortgage
114. idays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian 342 The Sunday Times Financial Times Concentration found in these areas 100 UK average 200 I Tl i z 5 7 5 e e z rF oO fo o D a fe O 0 fe lt o n et a o fe fe 3 4 These are cosmopolitan areas of shared flats and bed sits Demographic Features of Index Housing type to UK eter 8 218 Households tend to be young single people renting small one or two bedroom flats ee ae aR which may be purpose built or converted Around a third are student households Owned outright 18 64 i i o Owned with mortgage 30 76 This is a fast changing environment with a high turnover of occupancy Living close to Social housing 13 64 F Detached 4 17 places of work and study travel is mainly by foot or public transport Relatively few E an of these people own a car Flats 42 217 High rise floor 5 0 55 ee Although many cannot afford to purchase a PC this is the computer literate Famili s a aes Res Tel generation They use the Internet through college or work to make various purchases SE ene Pee A and book holidays These people have plans and aspirations They wish to embrace Pensioners
115. idays per year 34 1 LSZ 135 167 179 I2 131 140 104 99 88 86 Activity outdoor sports 2 1 164 156 237 199 163 144 182 150 110 101 128 Holiday in UK Ireland 21 0 84 88 61 51 80 65 74 90 68 97 103 Holiday in USA or Canada 4 9 126 109 EZ 124 95 127 123 88 112 94 141 Internet amp Contract mobile phones 23 6 161 136 199 214 143 178 i170 134 140 93 154 Telecomms Mobile bill 30 10 2 160 126 259 299 177 251 209 162 178 LLZ 185 IBM compatible PC at home 60 0 129 LIS 119 LLZ 98 107 111 111 104 85 124 Buy gifts online DA 2 o 140 IHS 71 127 82 94 108 62 81 92 147 Media Have digital cable TV 13 5 146 100 135 104 100 106 100 149 137 97 135 Have satellite digital TV 23 9 56 66 45 26 43 52 43 58 83 66 102 Daily Express 3 7 63 100 43 35 70 43 75 59 55 89 55 The Sun 13 7 3i 41 42 36 73 76 58 74 108 114 96 Telegraph 3 6 179 212 149 133 63 70 132 68 50 54 64 The Guardian 2 0 514 255 55i S12 256 509 253 342 259 82 214 The Sunday Times 4 8 342 244 374 Syal 145 214 227 154 114 64 17 Financial Times 0 3 433 218 601 908 179 362 256 153 189 69 166 100 UK Average amp L2 acorn user guide Detailed Scores Characteristics of ACORN Types Represented as an index against the UK average Category 3 Group 1 aE Types Types Types Types U K 24 25 26 27 28 29 30 31 32 33 34 35 36 Average Housing 1 2 rooms 4 0 193 75 60 39 19 16 28 yi 43 20 55 239 135 7 rooms 20 0 Sill zi 76 141 93 109 64 89 57 91 64 52 95 Owned outright 29 0 6
116. ife Assurance BEEE Have ISA Have Loan EE Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Mie Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones E Mobile bill 30 Emmm IBM compatible PC at home Buy gifts on line i Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 100 UK average 200 Empty nesters and couples with older children give a firmly middle aged feel to this type Homes tend to be semi detached and employment is more likely to be in office or clerical jobs Many women work part time now that their children are older or have left home This supplements the family income so earnings are above average Over time these families have built up investments in ISAs stocks and shares or in a savings account Many have also paid off their mortgage so have equity in their house For financial transactions they are most comfortable with the face to face contact at a building society or bank branch rather than using direct channels such as the Internet The company pension is an important provision for the later years of these householder s lives These people watch a lot of TV but also enjoy an occasional meal out in a restaurant They have the money to take regular holidays perhaps a winter sun break as well as a summer holiday Car ownership is
117. ilies with school age children particularly in the more suburban locations These people live in large houses which are usually detached with four or more bedrooms Almost 90 are owner occupiers with half of those owning their home outright They are very well educated and most are employed in managerial and professional occupations Many own their own business Car ownership is high with many households running two or more cars Incomes are high as are levels of savings and investments These people are well established at the top of the social ladder They enjoy all the advantages of being healthy wealthy and confident consumers ea ry i TB Ea ar e Category 1 levers Wealthy Ach aCoryn page 17 page 18 Category 1 Group Wealthy Executives Types 1 2 3 4 These are some of the most affluent people in the UK They live in wealthy high status suburban rural and semi rural areas of the country Houses tend to be large and detached with four or more bedrooms Many are owned outright Households are a mix of middle aged families empty nesters and wealthy retired They are very well educated individuals with high levels of academic qualifications Most are employed in senior managerial and professional occupations or are running their own businesses Car ownership is very high with most households having two or more cars one of which is likely to be
118. illed workers It is likely that the family will have two wage earners and with unemployment relatively low overall family incomes are around the national average While a mix of people live in these streets there are relatively few pensioners and more families with children These people have worked hard to own their three bedroom terraced houses Remortgaging whether to switch to more economical repayments or to extend borrowing is relatively frequent They may similarly switch utility providers to seek the best deals Some prudently protect their mortgage repayments against any misfortunes in the future Others may be planning to improve their home in some way These are all indications that these households are careful with money Purchasing power may be limited spending on credit cards is low and a range of loyalty cards are used However most households will run at least one car and take regular holidays in Europe Cable TV is popular as are sports like football and rugby Many residents are also keen DIY enthusiasts These types are found in Coventry Stevenage Gosport and Outer London suburbs such as Enfield Sutton Dartford and Romford Concentrations found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of Index
119. ing betting listening to music and cookery although ucation wor Degree or equivalent 5 27 take away and fast food are consumed more than average Magazines such as A I l ivalent 4 52 5 i 7 a a Se eee OK or Bella and newspapers like The Sun Daily Mirror and Daily Star are all Prof managerial 2 22 x pation aie N relatively popular reading Intermediate jobs 17 73 Routine jobs 35 165 P was Self employed 3 37 This type is often found in former industrial cities in the north and north east Looking for work 7 216 Race secs im Gee such as Newcastle upon Tyne Middlesborough and Sunderland Examples Bae elsewhere in the country include Wrexham Nottingham and Wolverhampton nicity Asian 2 44 Black 1 61 White 95 103 Index of 100 UK Average page 92 Large Families and Single Parents Many Children Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 fe s 0 Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily
120. ing 1 2 rooms 4 0 34 78 106 60 64 45 200 125 184 419 316 451 342 7 rooms 20 0 54 38 22 30 29 39 26 22 13 12 11 16 23 Owned outright 29 0 72 68 48 58 32 29 52 36 24 25 24 22 pil Owned with mortgage 39 0 91 73 84 TE 44 56 50 43 39 20 29 33 34 Social housing 20 0 183 22I 228 222 232 315 278 324 343 370 356 340 342 Detached 23 0 40 32 23 19 23 27 27 18 LI 9 8 5 8 Semi 31 0 203 174 92 72 160 126 84 82 41 20 2il Li 17 Terraced 26 0 84 Ts 169 258 119 180 91 176 49 34 40 36 53 Flats 19 0 35 99 119 43 76 45 223 129 370 421 413 437 401 Families Couple with children 21 0 LiL 81 96 gil 98 LSI 47 62 74 13 36 52 86 Empty nester 10 0 140 114 114 1S2 118 i25 74 101 94 38 Sl 70 92 Couple no children 18 0 80 76 84 69 59 55 62 58 55 40 54 46 40 Pensioners single couples 23 0 90 L3 88 98 79 49 186 124 yal 210 108 86 56 Sharers 4 0 80 64 7i 76 72 82 52 66 81 5i 79 183 203 Single non pensioner 16 0 63 86 LOS 88 89 63 122 126 142 197 225 194 12 Single parent 7 0 162 ISi 186 202 284 323 92 202 309 56 175 188 259 Education Degree or equivalent 20 0 40 41 41 33 27 29 46 31 34 53 43 122 104 amp work A levels or equivalent 8 0 64 60 70 62 52 59 62 55 65 65 72 109 109 No qualifications 36 0 141 147 125 ills 160 148 150 164 136 161 141 109 115 Prof managerial 8 0 40 38 36 29 22 27 39 24 26 35 30 80 62 Lower managerial 19 0 61 59 63 oul 39 45 60 42 48 50 50 83 70 Intermediate jobs 24 0 95 89 96 85 13 81 83 72 78 64 Vs 78 74 Routine jobs
121. ing the original development of ACORN Classifying areas of new housing development When a new housing development occurs the issue for ACORN is quite straightforward In the past there were few or no consumers living in this neighbourhood and now there are This means there was no data nobody to fill in the Census nobody to fill in lifestyle surveys and no addresses existed The original ACORN code only applies to the people living in older properties in the immediate vicinity properties that might have been demolished to make way for the housing development This classification might be perfectly reasonable in the case of a development started before 2001 where more housing has been built However even in such developments housing varies as different developers expand in different areas If there is significant new development it is inevitable that the existing ACORN code has the potential for improvement It takes a number of years to build up information in the lifestyle databases traditionally used for consumer classification This means a wait of at least two or three years before the usual classification methods will work on new developments To classify consumers soon after they first occupy their new house it is necessary to find new sources of information and new methods An analysis of housing built in 2001 prior to the Census allowed CACI to develop a detailed demographic profile of consumers moving into new developments This s
122. ion properties These tend to be small Sore mortgage 17 43 f Social housing 65 324 terraced houses and flats typically found in urban estates Unemployment Detached 4 18 levels are high and typical occupations include manufacturing and other eee ge dis more routine jobs eee Bu eee High rise floor 5 0 60 3 i Families With high numbers of single pensioners and single parents overall income levels acne N Co i fi A Empty nester 10 NON are low This type has the lowest level of qualifications of all ACORN types which a RE means there is little chance of these areas becoming more prosperous e single or couples 29 124 Sharers 3 66 Single non pensioner 20 126 P Single parent 13 202 With such low incomes it is unsurprising that the majority of these people do E a noiccnoide Bie bags not have a car and public transport is essential to them With any spare money Education amp work they are most likely to have a drink in the pub go to bingo or place an occasional Degree or equivalent 6 31 A levels or equivalent 5 55 bet at the bookies If they do manage a holiday they often choose a caravan a o eed i Prof managerial 2 24 break in the UK Lower managerial 8 42 Intermediate jobs 17 72 n g Routine jobs 32 15S When they buy a paper their particular favourites are The Sun and News Self employed 3 35 Looking for work 7 205 of the World Agricultural workers 1 46 o f Ethnicity M
123. ision algorithms to refine their Wealthy Achievers ACORN codes Peres Comfortably Off Modest Means This unique methodology produced PET E an ACORN classification that gives O Unclassified better discrimination It also allows ACORN to be updated annually more easily than ever before maintaining our picture of UK consumers behaviour as it changes over time acorn user guide 5 e Welcome acorn user guide The ACORN family ACORN is part of a family of tools used for targeting UK consumers The ACORN family includes a range of postcode household and individual level classifications both general purpose and market specific ACORN classifies the entire population in terms of general lifestyle and demographic behaviour by way of their postcode This means it is easy to apply and can be used for a huge range of products and services Specific regional and sector specific ACORNs include Scottish ACORN which provides a classification of postcodes in terms of data specific and relevant to Scotland Northern Irish ACORN which adds detail to the UK ACORN classification to address specific features of the province Financial ACORN which classifies all of Scotland Northern Ireland England and Wales in terms of consumers financial behaviour product usage and service preferences The ACORN family also includes classifications focusing on specific dimensions CACI has created a ra
124. kiing For entertainment they own a DVD player subscribe to satellite TV and go to the cinema Given the commuter nature of this type it is often found in satellite towns around major conurbations such as Northampton Milton Keynes Reading Swindon and Crewe Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 1 7 rooms 39 Owned outright 21 Owned with mortgage 73 Social housing 2 Detached 63 Semi 25 Terraced 10 Flats 2 High rise floor 5 0 Families Couple with children 38 Empty nester 9 Couple without children 25 Pensioners single or couples 9 Sharers 2 Single non pensioner 11 Single parent 4 5 person households 8 Education amp work Degree or equivalent 24 A levels or equivalent 9 No qualifications 22 Prof managerial 13 Lower managerial 28 Intermediate jobs 28 Routine jobs 16 Self employed 8 Looking for work 2 Agricultural workers 1 Ethnicity Asian 2 Black 0 White 97 Index of 100 UK Average Index to UK 18 201 Hal 185 10 274 82 39 9 il 183 96 142 52 72 lS ILZ LLS 158 150 iL Z 98 43 40 20 105 page 31 Well Off Managers Detached Houses Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have priva
125. king They are highly confident with new technology and are likely to be regular users of the Internet for a wide range of purposes Readership of liberal broadsheet newspapers such as The Guardian Independent and Observer is high Many of these active young people are likely to develop well paid careers in the future page 38 Well Off Professionals Larger Houses and Converted Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 222 223 Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express 9 The Sun Telegraph 514 the Giardia The Sunday Times 342 cei ete ae nee 100 UK average 200 These are predominantly well off professional people living in urban areas of the UK Most are well educated individuals in professional and managerial occupations but there are also students and young singles starting out on their careers Houses tend to be large with four or more bedrooms often in Georg
126. king Families with Mortgages Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 100 UK average 200 These are affluent families with school age children enjoying a good lifestyle They are found throughout the UK Employment is largely in senior managerial and professional occupations and many of the households in this type have both adults working Their large detached houses usually with four or more bedrooms are mortgaged rather than owned outright Car ownership is high with two or more cars common Models are likely to be large new company owned and relatively expensive These affluent families have high levels of savings including ISAs stocks and shares and unit trusts They will use brokers for making their investments as well as buying direct often using the Internet They have good pen
127. lans unit trusts or ISAs Some will also have investments in stocks and shares Those who are charitably minded extend this financial awareness to their giving using tax efficient covenants Food shopping is done at stores such as Waitrose Sainsbury s and M amp S Men s clothing is often bought in department stores whilst women may visit Next or French Connection Holiday locations are varied covering Europe America and further afield Skiing is popular and people take the occasional weekend break Leisure activity is varied Many enjoy evenings at the theatre Some play golf or exercise at the gym Others have an interest in antiques wine eating out or in current affairs These communities are the heartland of the broadsheet newspapers They read magazines such as Ideal Homes Good Housekeeping and OK or Hello This type may be found more frequently in Outer London suburbs such as Bromley Harrow Kingston upon Thames Sutton and Croydon as well as towns like St Albans Well Off Working Families with Mortgages Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in U
128. lds predominate They are a H i t to UK 5 5 i i dca hae iar mixture of young ith children under five and retired people 7 rooms 2 alal i i Z E HU There are relatively few traditional families and middle aged people Owned with mortgage 11 29 Social housing 71 356 1 i Detached 2 8 75 of residents live in purpose built flats mostly rented from the local authority Semi 6 21 ER AA Flats are small usually one or two bedrooms and many are in tower blocks Flats 80 413 High rise floor 5 10 1406 Unemployment is the highest of any ACORN type at two and a half times the Famili A x Sea E TE national rate Long term illness is also very high Those in work are likely to be Empty nester 6 61 H H a E TNE employed in shops and in mania and factory jobs This reflects the generally low Pensioners single or couples 25 108 levels of qualifications in this type Sharers 3 79 Single non pensioner 36 225 Single parent 11 5 a T Incomes are low and people have very low levels of savings Car ownership is understandably low as well with most people dependent on public transport Education amp work Degree or equivalent 8 43 and walking A levels or equivalent 6 72 No qualifications 51 141 a oo a Horse racing football bingo and listening to music are popular leisure interests Intermediate jobs 18 75 The Daily Record The Sun and News of the World are popular newspapers Routine jobs 31 148 Self empl
129. lt flats The houses tend to be large with four or more bedrooms Some of the flats are occupied by young professionals sharing Over 80 of the housing is owner occupied These are affluent neighbourhoods so car ownership is high even if travel to work is often by public transport Incomes are high and these individuals have high levels of savings and investments Technologically sophisticated they regularly use the Internet for financial services as well as buying other products and services They read the major broadsheets and have a cosmopolitan outlook being interested in theatre the arts classical music and eating out in good restaurants Having chosen an urban lifestyle these consumers have the money and education to make the most of what our big cities have to offer page 36 Category 2 Group Educated Urbanites Types 15 16 17 18 19 pnm aa FOR Ayin Galler These young people are highly qualified The majority live in flats in our major cities Most are in professional and managerial roles and many are working hard to further their careers They have high incomes and those that have been working for some time will be buying their flats and making other financial investments The others are renting and have high disposable incomes The one significant purchase they may make is an expensive car However many prefer to use public transport particularly for travelling to work Educated Urbanites t
130. lude both older wealthy people living in the most exclusive parts of London and other cities and highly educated younger professionals moving up the corporate ladder This category also includes some well educated but less affluent individuals such as students and graduates in their first jobs The wealthier people tend to be in senior managerial or professional careers and often live in large terraced or detached houses with four or more bedrooms Some of the younger professionals may be buying or renting flats The less affluent will be privately renting These people have a cosmopolitan outlook and enjoy their urban lifestyle They like to eat out in restaurants go to the theatre and cinema and make the most of the culture and nightlife of the big city UA ay ty aN ya SRE Bey OTAR i N Kitt oe o i ji bai t a gt a 2 a Ea TE a Category 2 a jjj i i ian Mi ity Urban Prosper acorn page 35 Category 2 Group Prosperous Professionals Types 13 14 These are the most prosperous people living in our main cities They are very well educated and tend to be employed in senior managerial and professional occupations Households are a mix of families couples singles and some retired Given the urban nature of these areas property is a mix of terraced and detached houses and converted and purpose bui
131. me Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 9 100 UK average 200 These individuals are mainly in their late 20s and early 30s They are mostly Singles and couples just starting out Some of the couples have children under five but there are relatively few children of school age or older Property is mostly small terraced houses and purpose built flats usually with one or two bedrooms Some are privately rented but many are being bought on a first mortgage Levels of mortgage protection insurance are particularly high with this type There are higher than average levels of qualifications at GCSE and A level and degree qualifications are in line with the national average Most women in this type work full time Employment is predominantly in lower managerial and professional occupations as well as in clerical supervisory and some retail jobs These tend to be one car households often a company car in the 5 000 to 10 000 range Household income is likely to be in the 20 000 to 40 000 range and regular Savings plans and ISAs are common The Internet is used for buying insurance and other financial products as well as shopping for books CDs and clothes Leisure interests include the cinema pubs eating out as well as sports football and golf and exercise High levels of ownership of DVD players an
132. n on a factor that has been an explicit input is not in itself particularly useful One can always achieve better results by directly using the data for that factor It follows that it may not be necessary to include every possible social discriminator aS an input One only includes a variable when it results in improved discrimination Adding variables simply because that are individually good discriminators can harm the resulting classification CACI s approach is to seek the smallest effective set of inputs The classification of census output areas uses only 35 demographics Some variables that may be thought of as good social discriminators will not be included in this list their inclusion was tested but resulted in a poorer classification The 35 input variables are not always of the traditional format used in classification In some cases inverse variables prove very effective For example rather than using the proportions of the population with given religions as inputs CACI used a single variable do not have a religion Such inverse variables are effective where interactions between the other inputs to the classification are effective in imputing differences imputing the mix of religions in our example The traditional approach to demographic variables that combined to sum to 100 of the population is to omit one of the bands on the grounds that it is implicit in the others Age is a good example of such
133. nal and managerial clerical and skilled occupations Educational qualifications tend to be in line with the national average This category incorporates the home owning stable and fairly comfortable backbone of modern Britain _ late rary OT etd sere bh Menten e near ne ea a a Category 3 Comfortably Off aCory n page 51 page 52 Category 3 Group Starting Out Types 24 25 TRADITIONAL ALES m e i en i i _ f HOT amp COLD Pimewse FOOD Drem z m je nN a i DEI KR WAI Cit n i These are young adults many just starting out on their careers They are in their 20s and early 30s There are a lot of students and young singles in their first jobs as well as young couples and some young families with children under five Housing is a mix of smaller terraced houses with two or three bedrooms and converted and purpose built flats Many of the houses are being bought on a first mortgage but renting from private landlords is also common Many of the students and young single professionals in this group will be house or flat sharers Most of the individuals are well educated to A level and degree standard They will often be employed in lower managerial professional and clerical occupations and are on the first rungs of the corporate ladder Most of the women in this group work full time Most households have a car with some having two Incomes tend to
134. nd They are unlikely to have cars and rely on public transport Leisure activities are very limited and will include going for the occasional drink playing bingo and placing a bet at the bookies Life for this group is undoubtedly difficult with restricted finances and employment opportunities For most there is little realistic chance of immediate improvement Category 5 Group Types 50 51 52 page 85 Category 5 Group High Rise Hardship Types 53 54 These communities have very high numbers of older residents especially over 65s There are very few traditional families and middle aged people There are also fewer children in this group overall although some areas contain high numbers of single parents with children under five Over 60 of households contain only one adult These can be single people single pensioners or lone parents Over 75 of households live in purpose built flats mostly rented from the local authority or housing associations Flats are small usually one or two bedrooms and often in high rise blocks There are very low levels of owner occupation These are relatively deprived neighbourhoods containing some of the UK s highest levels of unemployment and long term illness Those in work are likely to be employed in manual and factory jobs or work in shops Educational qualifications incomes and car ownership are all low Leisure interests include football horse racing bingo and g
135. nerally rented from the See ee oor council or housing association Fewer than half of these households have a car of S single or couples ae Be arers any sort Single non pensioner 14 86 Single parent 9 131 5 person households 6 86 With so little spare money spending is limited to a funeral plan playing bingo and Be Whiten Pe sein the lottery betting and going to the pub These people are unlikely to be frequent Degree or equivalent 8 41 i i r A levels or equivalent 5 60 high street shoppers preferring to buy from catalogues by mail order Leisure No qualifications e E a raat raai h g H 7 Prof managerial 3 38 activities are similarly limited Some may do a little gardening or go fishing ees iia ies Intermediate jobs 21 89 B Routine jobs 30 143 This type can be found across the country but main concentrations are in the West Self employed 5 59 Looking fi k 4 128 Midlands and the North East in towns such as Wolverhampton Walsall and Dudley eee res cate Durham Newcastle upon Tyne and Sunderland sae Asian 1 32 Black 1 34 White 97 105 Index of 100 UK Average page 89 Low Income Routine Jobs Terraces and Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortg
136. nes Mobile bill 30 209 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian 253 The Sunday Times 221 Financial Times 256 100 UK average 200 These young people have made a lifestyle choice to reside close enough to the major conurbations to obtain the benefits of the city without actually living in its centre In their twenties and early thirties they are well educated and are developing their careers in professional and managerial jobs They are living in purpose built flats in attractive suburbs and satellite towns Many are still renting although some have purchased their homes They use diverse means to get around Where possible they will travel to work by public transport by bike or on foot However the majority do have a car and will often buy new expensive models These people are very comfortable using the Internet in all aspects of their life including financial services purchasing gifts CDs and books and booking their holidays and leisure activities on line For holidays the USA Canada and other long haul destinations are popular as are weekend breaks and winter snow holidays In their spare time they enjoy sport and exercise They also like spending their money on shopping for clothes and eating out They are interested in current affairs and whilst they tend to read mainly the broadsheet papers the
137. ng Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 Fi m 3 3 rt z rt Q oO o oO D 5 fe 0 0 oO lt oO 07 er v a j 0 a 3 1 Demographic Features These families tend to live in reasonably large council properties of Index H i t to UK r z pe BaT ae Incomes are well below average with nearly a third of families earning less than ee gee ae ae 10 000 Unemployment is higher than average Work is typically routine in a Owned with mortgage 36 91 factory or some other manual occupation Jobs reflect most peoples lack of Social housing 37 183 g aN g Detached 9 40 educational qualifications Semi 62 203 Terraced 21 84 aes ole A Households tend to be families with a number of school age children Over 10 igh rise floor sue are single parent families Home to these families will often be a three bedroom
138. ng public transport They tend to go to coffee shops and lunch in pubs or restaurants on a regular basis They may also spend time in an art gallery or going to the theatre Relatively high numbers have cable TV and DVD players Reading and sometimes religious activity also play a part in their leisure activities They have some interest in current affairs and might be readers of The Guardian The Observer or The Independent Increasingly they will use new technology such as telephone PC and mobile phone for banking purposes Many would like to upgrade to gold and platinum credit cards More realistically others are planning to pay off their debt These types are mainly found in Inner London and Outer Metropolitan areas such as Croydon Harrow Southall and Ilford Concentrations found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of types 7 10 20 37 24 4 16 47 30 0 18 9 12 Pensioners single or couples 15 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicit
139. nge of postcode classifications which give the best targeting on single dimensions and are easy to apply For Example StreetValue targets postcodes according to the average house value PayCheck targets postcodes according to the average family income CACTI s Individual level classifications can deliver more accuracy in exchange for a more complex application Examples are PeopleUK is a general purpose individual level classification providing targeting across a wide range of behavioural and purchasing patterns Ocean is used to target individual consumers based on over 300 specific lifestyle and demographic attributes The wide range provided by the ACORN family means there is an ideal targeting tool whatever your specific business need Manchester by ACORN category Wealthy Achievers Urban Prosperity Comfortably Off Modest Means Hard Pressed O Unclassified Welcome Experience and quality acorn ACORN and our family of consumer classifications are an important part of our comprehensive tool box which includes data software and consultancy services All are geared to making your marketing and planning more profitable CACI consultants have a real understanding of how our data can enhance your business Our broad skill base of industry expertise statistical and technical know how and commercial focus ensures our work for you generates real results Understanding ACORN further
140. nt types of consumers in every part of the country Developed by CACI over 25 years ago ACORN was the first geodemographic classification in the country Since then we have built consumer classifications both for the UK and globally introducing new innovative techniques for targeting consumers ACORN remains the most respected and reliable consumer classification CACI employs a specialist team of people including a number who worked on the development of the original ACORN to develop our targeting systems No other UK company possesses as many experts in developing and using geodemographic classification tools The result is the most powerful UK ACORN classification CACI has ever produced Together with the complete family of CACI targeting systems it provides the most effective tool for addressing the complexity of consumer markets Using ACORN ACORN can be used to understand customers identify profitable prospects evaluate local markets and plan public resources By adding ACORN codes to a customer database you can increase knowledge of your customers behaviour and lifestyle ACORN profiling will give you new insights into your customers and allow you to identify prospects who most resemble your best customers ACORN can be used to drive effective customer communication strategies including targeted direct mail leaflet distribution and local newspaper advertising For local market planning ACORN c
141. nvestments Take up of credit cards is low but some find it hard to manage and levels of debt are above average relative to income Leisure interests include angling racing bingo watching cable TV listening to music and going to the pub Popular newspapers are the Daily Mirror Daily Star Daily Sport and The Sun This type is found predominantly in northern English towns such as Oldham Salford Liverpool Huddersfield and Gateshead as well as in Belfast and some towns in the south including Basildon Concentrations found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of type 5 7 23 33 26 4 15 59 20 0 14 8 14 Pensioners single or couples 28 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White Index of 100 UK Average 3 22 8 4 11 7 46 4 14 23 28 5 5 1 2 1 9520 Index to UK 129 36 80 84 132 18 49 231 101 17 65 84 81 122 87 142 1211 56 57 81 128 47 13 134 66 140
142. ocial housing 20 0 87 110 25 141 75 40 132 Detached 23 0 27 23 26 20 47 14 18 Semi 31 0 58 54 75 67 IIZ 32 49 Terraced 26 0 239 248 258 27 172 317 251 Flats 19 0 69 69 23 28 51 24 101 Families Couple with children 21 0 163 126 133 LSI 100 98 65 Empty nester 10 0 86 97 120 137 107 99 84 Couple no children 18 0 34 49 103 88 104 96 81 Pensioners single couples 23 0 39 57 76 63 99 85 WA Sharers 4 0 242 185 104 90 77 93 87 Single non pensioner 16 0 57 95 76 7i 98 119 142 Single parent 7 0 23 162 94 168 105 134 za Education Degree or equivalent 20 0 65 73 81 42 64 52 57 amp work A levels or equivalent 8 0 141 103 100 VES 82 83 81 No qualifications 36 0 135 132 93 122 114 120 128 Prof managerial 8 0 39 46 86 45 64 45 47 Lower managerial 19 0 39 53 109 2 90 75 73 Intermediate jobs 24 0 63 74 118 105 LILI 103 97 Routine jobs 21 0 99 LL 103 156 126 147 134 Self employed 8 0 64 62 94 64 87 65 66 Looking for work 3 0 191 193 Z7 120 93 125 140 Agricultural workers 2 0 13 1 44 57 71 43 50 Interests Angling 4 3 83 90 101 125 ikabal 98 99 Fashion clothes 0 2 A 135 107 90 85 100 91 Cinema 2 2 99 120 104 96 95 98 94 DVDs videos 0 8 185 212 86 124 102 LLZ 118 Gardening 14 5 46 57 94 98 101 78 85 Golf 3 0 31 35 93 90 92 74 80 Gambling 17 8 86 108 99 124 108 114 116 Snow Skiing 0 2 16 19 62 48 55 41 Oy Theatre cultural arts 0 6 38 45 84 53 7i 65 78 Finance Average family income 78 80 106 88 91 83
143. oing to the pub The tabloids are favoured reading These people are enduring hardship and for them life is a struggle page 86 Category 5 Group Inner City Adversity Types 55 56 These are densely populated urban areas with a young multi ethnic population primarily in and around London 25 of the population is black and 14 is Asian Households are typically young singles and young families often single parent They live in small flats in purpose built blocks normally rented from the council or housing association Unemployment levels are almost double the national average and the working population is employed in routine manual occupations There is also a Significant student population Household incomes are very low with many earning less than 10 000 per annum There is little money left for discretionary spending particularly for those with young families Car ownership is very low and everyone is dependent on public transport Like other young people they are interested in music football and fashion For many their religion is also very important They are interested in current affairs and whilst The Sun and Daily Mirror are popular significant numbers read The Guardian and The Independent These young multi ethnic communities maintain a sense of vibrancy despite obvious hardship page 87 Low Income Larger Families Semis Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambli
144. ome larger families semis Low income older people smaller semis Low income routine jobs terraces and flats Low income families terraced estates Families and single parents semis and terraces Large families and single parents many children Single elderly people council flats Single parents and pensioners council terraces Families and single parents council flats Old people many high rise flats Singles and single parents high rise estates Multi ethnic purpose built estates Multi ethnic crowded flats Mainly communal population o o UK Pop h See pea ea Pasa ule ad a OrroOoOjlerOrrjeoOoO AUAA OeNOrPrJWwW O gt ONNE P O a NYY N E OMAlRKFMoOrFRIFRFAUAAKRN I FO eo na bee a Ree sa Hon on e BPrRIOO FRRERPIFPFRENEFBN W OF ONION ODO WO UN OO W N WOW FOO O NHBHN acorn user ie guide 9 Detailed Scores 10 Housing ACORN detailed scores The following tables show the characteristics of the ACORN types These characteristics are represented as an index against the UK average for that feature Reading the ACORN detailed score tables Category 1 1 2 rooms 7 rooms Owned Outright Owned with mortgage Social housing This is the UK average These numbers show the It means 20 of households relative importance of the in the UK live in properties variable within an ACORN with 7 rooms type It is an index where 100 is equivalent to the national
145. oms 33 171 Owned outright 49 168 Owned with mortgage 33 85 Most households are older couples although the number of single pensioners is also Social housing 6 Sil i i Detached 46 199 relatively high Whilst there are high numbers of retired householders residents who Semi 29 94 eae Tage hee do work tend to be in well paid senior management and professional occupations or piar 19e work in agriculture High rise floor 5 0 3 Famili 5 A EE T These are affluent people and they tend to live in detached homes with three or four E ane eee se bedrooms Given the rural feel to some of these neighbourhoods there is a need for Couple without children 20 ily Pensioners single or couples 36 154 a car and householders generally have access to at least one vehicle and in many Sharers 2 59 Single non pensioner 12 74 cases two or more Single parent 3 43 5 person households 4 62 They like to take advice on their financial affairs and have a range of investments in Education amp work Degree or equivalent 27 139 stocks and shares unit trusts and high interest accounts They are also comfortable A levels or equivalent 8 96 No qualifications 30 84 using credit cards Prof managerial 10 128 Lower managerial 22 116 i i i Intermediate jobs 24 102 They appreciate good food and wine and enjoy eating out on a regular basis They Routine jobs 13 63 eee igi z Self employed 13 158 also enjoy hobbi
146. ortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of type 23 4 13 32 18 1 2 5 87 2 4 2 16 Pensioners single or couples 14 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White Index of 100 UK Average Not to Scale 8 51 4 1 34 14 19 11 23 21 15 6 5 0 3 3 90 Index to UK 662 18 45 82 Sal 6 8 20 451 328 21 23 89 209 320 WZ 173 171 140 124 71 74 140 28 87 143 98 page 43 Multi Ethnic Young Converted Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland ii Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 251 IBM compatible PC at home Buy gifts
147. ost 50 of residents are over 60 Demographic Features of Index i i Housing type to UK with very high proportions of the over 75s Most households are single person ee See AS A A 7 rooms 2 12 particularly single pensioners a E Owned with mortgage 8 20 i i Social housing 74 370 These neighbourhoods have a very high population density because of the type Detached 2 9 of housing they contain 75 of residents live in purpose built flats rented from pone es the local authority or housing associations Many flats are in high rise blocks There Bana R High rise floor 5 13 1786 are very low levels of owner occupation Flats are small mostly one or sometimes Families two bedrooms Couple with children 3 13 Empty nester 4 38 Couple without children 7 40 These are relatively deprived neighbourhoods with unemployment being twice eae elt single or couples ue ae 5 Sharers the national average and long term illness three times the national average Single non pensioner 31 197 Single parent 4 56 Incomes are low mostly under 10 000 a year with few savings E a nadsenolae ear Education amp work Car ownership is low Most residents are dependent on public transport and Degree or equivalent 10 53 i A levels or equivalent 5 65 walking to get around No qualifications 58 161 Prof managerial 3 35 Lower managerial 9 50 People enjoy bingo racing and going to the pub They tend to read newspapers A
148. oyed Looking for work Agricultural workers Ethnicity Asian Black White Index of 100 UK Average Not to Scale 3 11 3 8 22 7 34 8 18 33 17 22 2 18 0 0 99 Index to UK Sil 223 144 76 27 291 zil 29 12 il az LIZ 140 81 67 109 110 90 98 97 138 79 276 1099 108 page 27 Old People Detached Homes Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph 254 The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 7 These people live in prosperous areas often where tourism is important and holida Demographic Features ia Proa p y of Index homes are popular The overall population is relatively old with more than 35 aged H i t to UK 5 E Ee over 65 and with twice the national average level of over 85s 7 ro
149. oyed 3 36 Looking for work 9 259 Reece ene he ee This type is most heavily concentrated in Scotland in Glasgow and Dundee in Bae particular In England it can be found in Plymouth Bristol and Sheffield nicity Asian 2 5i Black 2 113 White 94 102 Index of 100 UK Average page 98 Multi Ethnic Purpose Built Estates Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 2 fe o Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 247 100 UK average 200 These are some of the most densely populated urban areas in the country Ti E i L pe Li E ii r p a a n po e L Concentrations found in these areas Demographic Features of Index and are characterised by a young multi ethnic population living in purpose P i i Housing type to UK built blocks of flats some of which a
150. pport there is little to spend on anything but the essentials They will buy their food at Asda and Morrisons and many will buy clothes at the supermarket as well Mail order from the traditional catalogues such as Littlewoods is also popular where the credit offer may be important Their religion is very important to them and religious activities provide much of their social contact At home many have cable TV for greater viewing choice including some Asian channels They are unlikely to go on holiday often but when they do long haul trips perhaps to visit family are popular The most popular newspapers are the Daily Mirror The Guardian and The Independent Very high concentrations of these neighbourhoods are found in Bradford Southall Blackburn East London and Birmingham Concentrations found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children Pensioners single or couples Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity amp Religion Asian Black White Index of 100 UK Average
151. r managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White 2 6 3 12 30 10 18 17 29 25 12 10 2 1 3 0 95 Index of 100 UK Average Index to UK 8 857 78 186 5 383 28 11 4 0 225 100 27 48 39 ILZA LSL 1211 204 57 106 58 118 59 80 22 103 page 23 Villages with Wealthy Commuters Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing 329 Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 206 Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times 263 Financial Times 207 Concentrations found in these areas 100 UK average 200 313 This type comprises wealthy people living in al villages predominantly in the shire Demographic Features ae ha pula ve F PROPIS Haig Ah TU ges p y of Index counties of England Given the rural nature of th
152. r year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada k T a 3 5 a 5 3 a Zi Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 9 100 UK average 200 This type has a high proportion of older people particularly those over 75 living in rented terraced housing There are fewer families with young children in these neighbourhoods although there are some single parents Single person households are most common and many are pensioners Most residents live in small terraced houses with only two or three bedrooms Some live in flats mostly low rise purpose built There is a higher proportion of residents renting compared to the UK as a whole Many rent from private landlords but local authority and housing association property is also important There is a high level of re mortgaging among those who are buying their properties Those in work tend to be shopworkers or are employed in manual and factory jobs However unemployment is 40 above the national average and long term illness 60 higher than the UK as a whole Car ownership is low and public transport cycling and walking tend to be the main modes of transport Incomes are low and there is little scope for savings and i
153. ral workers and as might be expected with agricultural employment for many their working day is very long Nearly 30 work over 49 hours per week Their spare time is limited but they are interested in wildlife and the environment and enjoy hobbies such as gardening and hiking They do not go out socially very often and they appear to rely on the telephone for social contact as well as business as their bills are very high Again given the year round demands of the agricultural business these people do not go on many holidays and will often just fit in trips within the UK and Ireland They rely on TV and radio for news but when they do read papers they tend to prefer the Daily and Sunday Telegraph There is a strong presence of Farming Communities in the Scottish Islands Shropshire Cumbria and the South West of England Concentration found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of type 1 43 42 30 5 67 22 7 2 0 23 11 25 Pensioners single or couples 22 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lower managerial Intermediate jobs Routine jobs Self empl
154. rants and pubs They really like to travel abroad and will take the full range of holidays including winter sun and snow weekend breaks and long haul trips Given their high incomes they do invest some of their money in a broad range of investments They are keen users of credit cards for their purchases with high monthly spend and correspondingly high credit limits This type more closely follows current affairs than any other Like other urban groups they will buy a daily paper to read on the way to work and will choose from the Financial Times The Guardian and Independent On Sundays they choose the Observer and The Sunday Times This type is found primarily in Inner London in Westminster Camden Islington Haringey and Hackney as well as in Brighton Bristol Glasgow and Edinburgh Young Educated Workers Flats Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada ae a eJ 5 a 2 fe o Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express
155. re high rise Over 20 of the population E e oes 7 rooms 3 16 are Afro Caribbean Owned outright 6 22 Owned with mortgage 13 Ss 3 Social housing 68 340 They rent their small one and two bedroom flats from the council and Detached 1 5 5 x Semi 3 11 housing associations and there is a high degree of overcrowding Almost E aae on o i i i i i Flats 84 437 60 of households are single people including some single pensioners There e a ema A are average levels of children but more than half of them live in P Families single parent households Couple with children 11 52 Empty nester 7 70 Couple without children 8 46 Unemployment levels are high and a significant proportion have been looking E single or couples a he arers for work for some time Employment tends to be in low skilled occupations Single non pensioner 31 194 Singl t 12 188 and incomes are low Students form 10 of the population in these areas Sane een an ee Education amp work Like most young people they are interested in music fashion and arts such Degree or equivalent 24 122 A levels or equivalent 9 109 as community theatre No qualifications 39 109 Prof managerial 7 80 Lower managerial 15 83 Like all urban types newspapers are popular Readership is diverse and Suen nee jobs ei iE i outine jobs includes the Daily Mirror Daily Sport The Guardian and Independent Self employed 5 66 Looking for work 8 22
156. represented Almost one in three people in this type is a single pensioner and 7 rooms 5 26 ici _ j eon on Bee unsurprisingly levels of long term illness are double the national average Owned with mortgage 20 50 Social housing 56 278 i Detached 6 27 For those of an economically active age unemployment is relatively high and people ee oe tend to work in routine jobs in manufacturing and retail The average household BIS aie 28 income levels for these areas are amongst the lowest in the whole country High rise floor 5 1 a Famili Z r 5 ee Renee Wet eo ie Housing in these neighbourhoods is typically small one or two bedroom purpose Empty nester 7 74 i 4 A A a nes AR built flats rented from the council or housing association Very few people nave Pensioners single or couples 43 186 access to a car and they rely on public transport walking and occasional taxis to Sharers 2 52 Single non pensioner 19 122 get around Single parent 6 92 5 person households 3 43 These people have little discretionary spend They are unlikely to go abroad on Education amp work Degree or equivalent 9 46 holiday but will go to bingo and buy lottery scratch cards They also like catalogue a tee o shopping where the convenience of delivery to the home is probably as attractive aa er Ae as the ability to spread payments Intermediate jobs 20 83 Se pn When they buy a paper it is most likely to be the Daily Mirror and p
157. robably the nee pe Sunday Mirror at the weekend Ethnicity Asian 1 37 Whilst found throughout the country this type is found primarily in towns such Ser eo cae as Chesterfield Carlisle Durham Mansfield and Wakefield Index of 100 UK Average page 94 Single Parents and Pensioners Council Terraces Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada I a o 5 a 5 a O o Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times l l D 100 UK average 200 Concentrations found in these areas These are areas with high numbers of single pensioners living alongside many single parents The age breakdown of the population is unusual because overall Demographic Features of Index i i Housin type to UK there are both high numbers of people over 60 and children under 16 U a 7 rooms 4 22 Owned outright 10 36 People live in council or housing associat
158. s Prof managerial Lower managerial Intermediate jobs Routine jobs Self employed Looking for work Agricultural workers Ethnicity Asian Black White 4 113 18 116 3 51 5 i 40 205 10 1211 19 55 17 Zaks 27 147 21 88 10 47 11 199 2 62 1 47 3 77 1 44 94 102 Index of 100 UK Average Not to Scale page 40 Always pays credit card in full Older Professionals in Suburban Houses and Apartments Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts 205 Finance Average family income Credit card balance 2000 Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Media Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 212 255 244 218 100 UK average 200 These are affluent people living in largely suburban areas Households tend be a mixture of couples families and singles but with fewer children and more retired people than the UK as a whole People tend to be well educated and employed in senior managerial and professional occupations
159. s ee Seu GE financial worries Flats 6 32 High rise floor 5 0 2 Many have paid off their mortgages others may have prudently protected their Famili 5 ead x AE R D ta futures with mortgage protection policies life cover and accident insurance e E ee Ta Modest investments will have been carefully spread across ISAs unit trusts Couple without children 22 125 i i i i f i Pensioners single or couples 22 96 and high interest accounts They will be preparing for their retirement with a Sharers 3 zal Single non pensioner 13 84 private pension Single parent 4 68 5 person households 6 86 Seer Fresh air suits these people They play golf go walking and enjoy fishing and ucation wor Degree or equivalent 23 116 bird watching As a result of these interests their donations are more likely to A I l ivalent 8 97 fa 5 oi i Te e e support environmental or wildlife charities Weekend visits to places of interest A a ia Se means they are likely to have taken National Trust membership Lower managerial 23 122 Intermediate jobs 26 112 Routine jobs 18 84 k i Self employed 11 132 These are Telegraph and Daily Express readers and often listen to Radio 2 Looking for work 2 62 Agricultural workers 2 131 ETA These types are found in many parts of the country including Halifax nicity i p Asian 1 25 Huddersfield Stevenage Guildford Dorchester and Cambridge Black 0 15 White 98 106 Index of 100 UK
160. se areas is flats either converted or low rise purpose built Many are owner occupied and often of high value others are privately rented Holiday homes are also common Residents tend to be well educated and employment for those who are not retired tends to be in managerial and professional occupations Most of the people in this group have a comfortable standard of living having provided for their old age with above average levels of savings and investments Although predominantly of retirement age householders are far from inactive They are prepared to take on charity and voluntary work and show a marked propensity to be members of bodies such as the National Trust Many have an interest in fine art and antiques These sophisticated senior citizens are both financially smart and socially active They have ensured that they will enjoy a relaxed and refined retirement page 56 Young Couples Flats and Terraces Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at ho
161. sion provision either company or private and most have private medical insurance The home computer is a key item for these families They use it for careers and job planning education and reference for example researching cars and holidays home finance buying gifts and making leisure bookings online Popular newspapers are the Telegraph and The Times including their Sunday versions as well as the Financial Times and Daily Mail Readership of magazines such as Ideal Home and Marie Claire is also high They lead an active lifestyle enjoying walking playing golf and going to the gym These consumers enjoy drinking wine which they often buy by the case through mail order They also enjoy eating out in restaurants on a regular basis These families are found throughout the UK including towns such as Reading Milton Keynes Northampton Warrington and parts of Northern Ireland Concentration found in these areas Demographic Features Housing 1 2 rooms 7 rooms Owned outright Owned with mortgage Social housing Detached Semi Terraced Flats High rise floor 5 Families Couple with children Empty nester Couple without children of type 0 70 23 73 1 88 9 3 1 0 47 10 22 Pensioners single or couples 8 Sharers Single non pensioner Single parent 5 person households Education amp work Degree or equivalent A levels or equivalent No qualifications Prof managerial Lowe
162. sit family and friends These people also make regular international phone calls and quarterly telephone bills are high Religious activities play an important part in people s free time There is a mix of recreational pursuits including exercise and sports going to the cinema watching DVDs fashion and the arts Uptake of cable TV is high possibly for specialist Asian channels People show an interest in current affairs with readership of The Guardian and The Independent stronger than elsewhere This type is found in London in Harrow Hounslow Barnet and Brent and in the Midlands in Leicester Wolverhampton and Birmingham Retired Home Owners Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada aa T am 2 z 5 a 5 2 3 0 n a Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 100 UK average 200 Most of the people in this type are over 60 and no longer work
163. spend their time at home watching TV a o o Prof managerial 2 27 Lower managerial 8 45 This type is found in most major urban centres including Belfast Londonderry Te ae a i outine jobs Motherwell Falkirk Newport Ipswich and Walsall Self employed 4 46 Looking for work 7 208 Agricultural workers 1 68 Ethnicity Asian 2 56 Black 1 71 White 95 103 Index of 100 UK Average page 93 Single Elderly People Council Flats Interests Angling EEE Fashion clothes MET Cinema MZ DVDs videos Gardening ME Golf MB Gambling Snow Skiing E Theatre cultural arts Emmm Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year EE Activity outdoor sports Mi Holiday in UK or Ireland Holiday in USA or Canada E Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 Demographic Features There are high numbers of pensioners in these areas renting purpose built flats Ja of Index Over 40 of the population is over 60 and every other age group is under H i t to UK i teeter ees
164. ssfully adapting to the changing nature of employment in the UK page 73 Category 4 Group Blue Collar Roots Types 41 42 43 These are communities where most employment is in traditional blue collar occupations Families and retired people predominate with some young singles and single parents Most property is two or three bedroom terraced housing Many are being bought on a mortgage although renting from private landlords local authorities and housing associations is common in some areas Levels of educational qualifications tend to be low Most employment is in factory and other manual occupations There are many shopworkers as well Incomes range from moderate to low and unemployment is higher than the national average as is long term illness There are pockets of deprivation in this group Car ownership is below the national average and cars tend to be lower value and often bought second hand Some of the better off areas within this group have modest levels of savings and investments but many find it hard to save regularly from modest incomes There are some households with high levels of debt The tabloid press is favoured reading and other interests include camping angling bingo and horseracing as well as watching cable TV and going to the pub These people have a modest lifestyle but most are able to get by page 74 Crowded Asian Terraces Angling Fashion clothes Cinema DVDs videos G
165. t since few own a car T single or couples ate arers Single non pensioner 14 88 i i f Singl 13 202 With money tight food shopping might be in Aldi or Kwik Save Clothes might E Te be bought at Asda New Look or frequently from catalogues Education amp work Degree or equivalent 6 33 3 z A levels or equivalent 5 62 In common with other low income types the pub betting football pools No qualifications a i viti i Prof managerial 2 29 lottery and bingo are common activities and entertainments One luxury a A AA might be cable TV Intermediate jobs 20 85 Routine jobs 33 157 Self employed 4 46 i 7 Looki f k 6 166 These types can be found throughout the country including in Motherwell a ira hee Sas Knowsley Dagenham Hartlepool and Sunderland EET Asian 2 58 Black 1 60 White 95 103 Index of 100 UK Average page 91 Families and Single Parents Semis and Terraces Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line
166. te Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentrations found in these areas 100 UK average 200 2 9 These well off people live in established towns and villages Demographic Features people live i W g of Index H i t f UK i ee emma es People tend to be a little older with households being a mix of couples with older Se Aen ee children empty nesters and some retired people They live in large detached houses Owned with mortgage 49 124 and many people have paid off their mortgage As a result their high value homes Social housing 5 24 n i Detached 57 248 are significant financial assets even if they are not always in the most expensive Semi 33 107 eae co 8 areas of the country Flats 2 12 High rise floor 5 0 1 High family incomes support a good lifestyle Two or more cars are common at Famili a i A P least one being a pricier new model There is also money left over for investments Empty nester 11 120 A H H A j U Never pee Eo in guaranteed income bonds regul
167. the employment landscape has changed In the better off areas incomes are in line with the national average and people have reasonable Standards of living However in other areas where levels of qualifications are low incomes can fall below the national average There are also some isolated pockets of unemployment and long term illness This category also includes some neighbourhoods with very high concentrations of Asian families on low incomes Most housing is terraced with two or three bedrooms and largely owner occupied It includes many former council houses bought by their tenants in the 1980s Overall the people in this category have modest lifestyles but are able to get by wA NEA TEANA Aaa iann 4 KS Seat Retan Category 4 Moderate Means acorn page 71 Category 4 Group Asian Communities Types 37 38 These are urban areas where the concentration of Asian families is a key characteristic These young families live in the terraced streets of many major cities including Birmingham Bradford and London There are lots of children in these families and these areas feature the highest levels of children under the age of five Qualification levels tend to be low and unemployment levels are high People typically work in routine manual roles or in the retail sector However most women tend to be at home bringing up their young families With low incomes and large
168. ts neighbours and if so reassign it to a more appropriate ACORN code The diagram illustrates a possible result of this process The census indicates that the output area red boundary is 90 owner occupied All our other data tells us that this is true of most postcodes those shown in blue However we find that two postcodes in green are predominantly rented flats These are the 10 of the area which is not like the rest We reassign these postcodes to a more appropriate ACORN type The classification Initial classification The provisional classification of OA s follows traditional approaches to geodemographic classification The input variables are census demographics to which weights are applied and a k means clustering algorithm is used Classification can include a number of subjective judgments the number of types the selection of input variables and their weights Purely analytical algorithms can be applied to some of these decisions CACI s approach is to actively encourage subjecting judgments and evaluate the relative merit of alternative solutions by testing the discrimination of the resulting classification This may be considered a process of trial and error informed by extensive experience and measurement of performance The point of a geodemographic classification is to use the interaction of a set of input variables to provide discrimination on non input variables Producing discriminatio
169. up much of middle Britain page 54 Category 3 Group Settled Suburbia Types 32 33 34 These established communities are made up of empty nesters and retired older couples Property tends to be two and three bedroom semi detached houses and bungalows Many own their homes outright The working population are in a mix of lower management supervisory manufacturing and retail jobs They earn modest salaries and significant numbers of women work part time to boost the overall household income Given that their children tend to have left home and they have very little mortgage to pay many will have a reasonable disposable income They may also have some investments for security in their old age They like to go on holiday and will typically enjoy UK and European holidays in both winter and summer For many gardening is their most important activity While most people get their news from TV the Daily Mail is the most popular newspaper These people have managed their incomes well and have adequate financial resources to feel confident and secure about the future page 55 Category 3 Group Prudent Pensioners Types 35 36 These are comfortably off retired people found in many seaside towns and elsewhere around the country There are many over 75s as well as younger retired people A lot of the households are pensioner couples or singles Retirement homes are also common Much of the housing in the
170. uples 34 Sharers 2 Single non pensioner 9 Single parent 3 5 person households 4 Education amp work Degree or equivalent 15 A levels or equivalent 6 No qualifications 42 Prof managerial 6 Lower managerial 18 Intermediate jobs 26 Routine jobs 20 Self employed 9 Looking for work 2 Agricultural workers 2 Ethnicity Asian 1 Black 0 White 99 Index of 100 UK Average Index to UK 2il LLa 179 98 17 302 VS 18 12 il 86 106 128 148 55 54 63 77 77 Ll7 V3 95 109 95 116 149 13 108 page 29 Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 1 7 rooms 42 Owned outright 40 Owned with mortgage 51 Social housing 3 Detached 26 Semi 61 Terraced 8 Flats 5 High rise floor 5 0 Families Couple with children 31 Empty nester 12 Couple without children 19 Pensioners single or couples 22 Sharers 3 Single non pensioner 8 Single parent 3 5 person households 10 Education amp work Degree or equivalent 31 A levels or equivalent 10 No qualifications 23 Prof managerial 14 Lower managerial 26 Intermediate jobs 24 Routine jobs 12 Self employed 10 Looking for work 2 Agricultural workers 1 Ethnicity Asian 4 Black 1 White 93 Index of 100 UK Average page 30 Index to UK 21 213 139 129 13 113 198 31 25 3 147 126 106 78 48 136 158 LA 167 159 100 55 12
171. with Mortgages Interests Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Finance Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts Holidays 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times 2 D 100 UK average 200 These are suburban communities of young families often living in New Towns Generally aged in their late 20s or early 30s these couples are likely to have just started or be starting a family There are many pre school children Their houses are typically mortgaged semis with two or three bedrooms People are employed as middle managers office and clerical staff The more senior have company cars The company also provides health cover and a pension scheme which might be supplemented by a private pension Incomes are well above average Some people might make small investments in Concentrations found in these areas Demographic Features of Index stocks and shares or in ISAs and may start a child
172. wned outright 27 92 o Owned with mortgage 32 81 These are low cost housing areas and the tenure divides evenly between those Social housing 22 110 2 Detached 5 23 that own their property outright those with a mortgage and those renting Semi 17 54 Terraced 63 248 Social Housing Flats 13 69 High rise floor 5 0 44 a The level of people with no educational qualifications and levels of unemployment Famili i i Lie i eee P are high Incomes are low and most people are working in either manufacturing or Empty nester 9 97 A A 7 7 7 H Sait heer Hees Bee tes the retail sector For omen INESE areas enai primary occupation is bringing up Pensioners single or couples 13 57 their families There is also a significantly high number of single parents and for Sharers 7 185 Single non pensioner 15 95 them work may not be a practical option Single parent 11 162 5 person households 23 322 De E a With low incomes car ownership is low and people rely on public transport or ucation wor Degree or equivalent 14 73 walking They choose retailers like Kwik Save and Asda for food because price A levels or equivalent 8 103 No qualifications 47 132 is key to them Prof managerial 4 46 Lower managerial 10 53 i Intermediate jobs 17 74 There is very little money for luxuries although cable TV is popular Holidays are Routine jobs 25 117 oo Self employed 5 62 a rarity but these people will t
173. y Asian Black White Index of 100 UK Average Not to Scale 9 21 10 10 26 10 33 8 20 22 18 7 5 0 18 17 59 Index to UK 192 Sil 68 94 118 16 53 185 i58 67 87 98 68 238 134 152 146 13s 122 100 105 84 84 150 20 454 844 64 page 47 Low Income Singles Small Rented Flats i or e o 9 er e Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 holidays per year Activity outdoor sports Holiday in UK or Ireland Holiday in USA or Canada T al o 5 a 2 O 0 Internet amp Telecoms Contract mobile phones Mobile bill 30 IBM compatible PC at home Buy gifts on line Have digital cable TV Have satellite digital TV Daily Express The Sun Telegraph The Guardian The Sunday Times Financial Times Concentration found in these areas 100 UK average 200 a i i h Id a Festus These neighbourhoods are largely composed of single people both young and old of Index Housing type to UK ore io ae Around 20 of the people in these areas are in their 20s but 10 are over 75 Aes Garr Stes ee Both are well above the national average The dominant c
174. y show no bias to any particular title This type is found in Richmond upon Thames Sutton and Bromley in Outer London and in Cheltenham St Albans and Guildford Concentrations found in these areas Demographic Features of Housing type 1 2 rooms 9 7 rooms 11 Owned outright 25 Owned with mortgage 38 Social housing 9 Detached 6 Semi 10 Terraced 17 Flats 64 High rise floor 5 1 Families Couple with children 9 Empty nester 4 Couple without children 20 Pensioners single or couples 20 Sharers 8 Single non pensioner 34 Single parent 3 5 person households 3 Education amp work Degree or equivalent 43 A levels or equivalent 12 No qualifications 17 Prof managerial 19 Lower managerial 28 Intermediate jobs 21 Routine jobs 10 Self employed 9 Looking for work 3 Agricultural workers 0 Ethnicity Asian 4 Black 2 White 90 Index of 100 UK Average Not to Scale Index to UK 246 57 87 96 44 25 33 67 330 121 44 Ai 112 202 218 36 220 141 DAY ISS 48 114 26 103 106 98 page 45 Student Flats and Cosmopolitan Sharers Angling Fashion clothes Cinema DVDs videos Gardening Golf Gambling Snow Skiing Theatre cultural arts Average family income Credit card balance 2000 Always pays credit card in full Have private Health Care Have Life Assurance Have ISA Have Loan Have mortgage Have unit trusts 2 hol

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