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1. 58 9 13 6 8 9 13 5 338 151 30 34 Social rented Private rented Owned outright Owned with mortgage loan DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times Intermediate occupations Small employers and own account workers The Lower supervisory and technical occupation Semi routine occupations Routine occupations Started woik Families Got married started living as married Couple with children Couple without children Lone parent family Multi Ethnic Purpose Built Estates These are some of the most densely populated urban areas in the country and are characterised by a young multi ethnic population living in purpose built blocks of flats some of which are high rise More than 20 of the population in this type are Afro Caribbean They rent their small one and two bedroom flats from the council and housing associations and there is a high degree of overcrowding Almost 60 of households are single people including some single pensioners There are average levels of children but more than half of them live in single parent households These childrens school achievement tends overall to be below average and there may be
2. Retired Religious activities play an important part in peoples free time There is a mix of recreational pursuits including exercise and sports going to the cinema watching DVDs fashion and the arts Spending on multimedia entertainment is relatively low a third of all music and DVDs may be purchased from supermarkets People show an interest in current affairs They often read news online use the internet at work and make use of internet caf s Also readership of the Guardian and Independent is stronger than elsewhere They may also read business and science magazines People in these neighbourhoods have a strong sense of family They have significant concerns that crime results from breakdown in the family and they tend to stay in at night due to family responsibilities They have a high fear of crime compared to many other neighbourhoods Their traditional values are reflected by their confidence in the criminal justice system although they tend to have less confidence in the police This type is found in London in Harrow Hounslow Barnet and Brent in Slough in Stretford in Manchester and in the Midlands in Leicester Wolverhampton and Birmingham se Jy AjIUUEY UBISy SUIUMO 2UOH 56 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 Mortgages are more likely to be approac
3. 27 3 303 in Gambling 4 376 48 Gardening 272 68 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated LIFESTYLE INTERESTS Lone parent family RECENT LIFE EVENTS Retired Multi Ethnic Young Converted Flats These young multi ethnic communities are primarily found in London with many living in houses which have been converted into flats Most people are in their 20s and 30s and there are only a few very young children The population is diverse On the whole they are well qualified Many are in professional and managerial jobs with good incomes Others have lower level qualifications and are likely to be office and clerical staff There is also a significant number of students Unemployment ts relatively high but is increasing less rapidly than many other neighbourhoods The majority of people are renting their homes privately perhaps from landlords utilising buy to let mortgages property tends to be expensive In these neighbourhoods However there is also a high proportion living in housing association property Public transport is by far the most popular method of travelling to work or study Residents are also happy to walk
4. 2i Middle Income Home Owning Areas 5l 28 Working Families with Mortgages 52 29 Mature Families in Suburban Semis 53 30 Established Home Owning Workers 54 3l Home Owning Asian Family Areas b5 I Settled Suburbia 56 32 Retired Home Owners 57 33 Middle Income Older Couples 58 34 Lower Incomes Older People Semis 59 J Prudent Pensioners 60 35 Elderly Singles Purpose Built Flats 6l 36 Older People Flats 62 4 MODERATE MEANS 3 K Asian Communities 64 37 Crowded Asian Terraces 65 38 Low Income Asian Families 66 L Post Industrial Families 67 39 Skilled Older Families Terraces 68 40 Young Working Families 69 M Blue collar Roots 70 4 Skilled Workers Semis and Terraces l 42 Home Owning Families Terraces 72 43 Older People Rented Terraces 73 5 HARD PRESSED Types 75 N Struggling Families 76 44 Low Income Larger Families Semis T9 45 Low Income Older People Smaller Semis 78 46 Low Income Routine Jobs Terraces and Flats 79 47 Low Income Families Terraced Estates 80 48 Families and Single Parents Semis and Terraces 8l 49 Large Families and Single Parents Many Children 82 O Burdened Singles 83 50 Single Elderly People Council Flats 84 5 Single Parents and Pensioners Council Terraces 85 52 Families and Single Parents Council Flats 86 P High Rise Hardship 87 53 Old People Many High Rise Flats 88 54 Singles and Single Parents High Rise Estates 89 Q Inner City Adversity 90 55 Multi Ethnic Purpose Built E
5. Couple with children Couple without children Lone parent family Daily Express Daily Mail Have satellite digital 1 Have digital cable Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times V V Had a child RECENT LIFE EVENTS Retired Type 26 Younger White Collar Couples with Mortgages 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 Mortgages are typically for larger than average amounts and are quite likely to have been for a substantial proportion of the value of the house The credit crunch meant few new mortgages are being offered for property in these neighbourhoods and they were less able to switch lender in the way they used to do Many are likely to have seen significant reductions in their equity as house prices have fallen although lower interest rates may have given some of these families more disposable income People are employed as middle managers office and clerical staff The more senior have company cars The company also provides health cover and a pensio
6. Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired Low Income Families Terraced Estates These are poor families in low rise estates In these estates there are nearly as many single parents as traditional two parent families There are many school age children and families are larger than average There are also some couples whose children have left home There may well be significantly greater than average gender disparity in the educational achievement of children in these areas Levels of truancy and persistent absence are also likely to be well above average One might anticipate up to five times as many children as average to leave school with no GCSE passes and overall exam performance will be significantly below average Housing is usually low rise council terraces perhaps three bedroom but still crowded for the size of family To be earning anything approaching an average income is rare Long term unemployment is high and as with the country overall increased markedly during the recession Employment is routine factory or manual work Travel is on foot or by public transport since few own a car With money tight food shopping might be in stores such as Aldi Clothes might be bought at Asda New Look or sometimes from catalogues In common with other low income types the pub betting football pools Lottery and bingo are common activities and entertainments One luxury migh
7. Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Daily Express Daily Mail Have satellite digital 1 Have digital cable Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times V V Had a child RECENT LIFE EVENTS Retired Type 25 White Collar Singles and Sharers Terraces This type is a mixture of young professionals and students in prosperous provincial towns and cities Households are a mix of singles couples and flat and house sharers Residents are mostly in their 20s and early 30s There are high proportions of couples who have either recently married started a family or changed jobs They are well educated usually to A level and degree standard The older individuals in this type are often already in successful professional and managerial careers Others are in lower managerial roles as well as clerical occupations Some work in the education and healthcare sectors Unemployment ts relativ
8. RECENT LIFE EVENTS Retired Well Off Working Families with Mortgages 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 generally have a long time left on their mortgage Despite the size of these mortgages most have some equity in their home and relatively few will have borrowed so extensively that falling house prices have put them into negative equity 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 healthcare They drive to work in company cars Unemployment is low in these neighbourhoods but the rise in managers claiming jobseeker s allowance means it is increasing particularly rapidly 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 childrens future 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 Online activity is high generally whether shopping booking leisure activity playing games or the children s education Although they may buy less expensive clothing items during the recession
9. Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Type 33 Middle Income Older Couples The majority of people in these areas are couples who have finished bringing up their families and their children are now independent Although one in five has 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 Falling house prices are unlikely to bring worries of negative equity rather combined with lower share prices and interest rates they raise peoples concerns about money for their retirement Most people work in lower managerial and supervisory roles There are also relatively high numbers of women working part time now that their families have grown up Unemployment is significantly below average but also rising faster than average 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 s
10. Percent 3 5 4 8 45 5 41 9 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Computer Games DV UK Average Bingo Cinema Ds Videos Football Gambling Gardening LIFESTYLE INTERESTS Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent Started work for first time Lost a job redundant Got married started living as married Divorced separated The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired Large Families and Houses in Rural Areas 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 of making repayments Financially investments and regular savings plans are popular although there are
11. The Guardian Independent and Observer are popular newspapers Although broadly satisfied with life as a whole some will be dissatisfied with their household income and wish they had more time for leisure These couples are more likely than any other group to say they share the cooking These young people are just starting out but have the education and ambition to succeed in life DEMOGRAPHIC FEATURES UK Index 17 44 12 6 140 19 3 65 56 0 14 Housing Percent Social rented Private rented Owned outright Owned with mortgage loan Computer Games DEMOGRAPHIC DATA ingo Cinema DV Ds Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family D aily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Divorced separated Type 24 Young Couples Flats and Terraces Property is mostly small ter
12. They feel safe in their homes and walking around their neighbourhood at night and are less worried they might become a victim of crime Parents encourage their children to do well and the proportion attaining good GCSEs is significantly above the national average 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 such as St Albans 23 26 UK Index l6 4 75 Percent 2 7 3 7 22 4 69 2 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Computer Games UK Average Bingo Cinema DV Ds Videos Football Gambling Gardening LIFESTYLE INTERESTS Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian Have satellite digital Have digital cable 1 Started work for first time Lost a job redundant Got married started living as married Divorced separated The Independent The Sun The Times V V Had a child
13. Work Higher managerial and professional occupations Daily Express Daily Mail Daily Mirror Lower managerial and professional occupations Daily Telegraph Financial Times Intermediate occupations The Guardian 20 Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Older Affluent Professionals These people typically live in villages within commuting distance of major towns or more rural villages where they choose to retire They live in large detached houses and most have paid off their mortgage Since people living here or aspiring to live here have good incomes and those with mortgages have significant equity in their homes they have had less difficulty obtaining a mortgage should they so desire As a result the housing market in these neighbourhoods has been significantly less slow and may even have started to recover Households are typically couples over the age of 45 They will often have children who have left home Those who have yet to leave will typically do well in their exams achieving much better than average results They are a highly qualified type and those that are working tend to be high earners in professional and managerial jobs A few may have faced redundancy as a result of the recession However 2676 of people have
14. professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Bingo Cinema Percent 8 5 24 6 274 25 7 86 36 5 UK Index Computer Games 49 DVDs Videos Football Gambling Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married LIFESTYLE INTERESTS Couple with children Couple without children Lone parent family Affluent Urban Professionals Flats These people live in affluent urban areas where large attractive houses have often been converted into flats While many do own their home the proportion of rented accommodation is relatively high Those owning their home are likely to be repaying some of the largest mortgages in the country and a fair number will also own a second property About half will be minimising repayments with interest only mortgages The housing market in these neighbourhoods generally slowed very promptly at the start of the recession However most householders are sufficiently well established to avoid negative equity People in this type are very highly qualified one in four has
15. the arts and antiques Good food and wine are enjoyed as is eating out especially for lunch Residents are typically positive about their neighbours and their local community They are likely to believe people will look out for their neighbours and will get on with each other They feel safe at home and while there are concerns about noise outside their home they have few worries about crime Many are keen to do more to help the environment Popular newspapers are the Times Telegraph Daily Express and Daily Mail This type is found on the South Coast in Bournemouth Worthing Torbay Southport Scarborough Bexhill and Brighton Older People Flats DEMOGRAPHIC FEATURES Percent UK Index 12 6 72 11 9 32 35 2 119 35 8 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Theatre Culture Arts Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Type 36 Older People Flats This type has a distinctly older profile and is found throughout the UK There are more people over 65 and fewer children than the national average One third of households are pensioners in this type Single pensioner h
16. these households have little if any discretionary spend Working paid overtime to stretch incomes Is quite common A number might have significant debts from loans or credit cards When they borrow money these people are much more likely to find repayments a heavy burden During the recession they cut back significantly on the amount of non essentials they bought They are unlikely to have cars and rely on public transport About one in five does their main food shopping by bus although they travel by train on rare Occasions Leisure activities are very limited and will include going for the occasional drink watching TV and DVDs playing bingo and placing a bet at the bookies Over the past five years or so perhaps 10 of this group will have become overweight Children are significantly more likely than average to consume crisps sweets and fizzy drinks In general more people in this group spend time worrying about things Whether they are adults living alone or single parent families life can be difficult for these people 83 04 Percent 48 4 6 1 18 1 20 2 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Fa
17. 8l 69 100 168 97 146 100 Regularly buy eco friendly products 170 113 185 142 98 169 65 106 134 142 110 100 Health Smokers 65 61 77 75 79 86 87 96 84 71 88 80 Person in household diabetic 80 73 80 86 93 100 94 108 78 75 93 222 Hospital admissions with heart failure 66 25 87 66 110 70 130 137 86 28 89 8 Perceived crime and local neighbourhood issues Noisy neighbours or loud parties 92 86 97 86 88 55 61 65 63 99 88 382 People being attacked or harassed due to skin colour 26 91 54 25 37 0 28 40 148 15 37 0 People using or dealing drugs 53 65 46 50 59 72 63 75 52 62 73 6l Teenagers hanging around on the street 65 120 55 79 64 26 6l 7 97 129 97 35 Vandalism graffiti deliberate damage to property 125 94 90 101 86 39 97 93 131 112 80 62 Ever felt unsafe because of the behaviour of other people in pubs or bars 90 98 53 55 77 57 58 59 77 108 50 100 Have had something stolen from their car 96 55 80 79 77 5I 5I 54 105 106 68 154 Ever had force used against themselves 33 76 93 6l 32 32 41 76 95 80 86 100 Characteristics of ACORN Types Represented as an index against the UK average CATEGORY 2 Group D Types E 14 The housing market Average value of mortgage 188 138 215 203 89 154 130 102 118 75 98 Mortgages taken out with loan to value over 90 33 55 46 59 151 90 III 102 104 176 102 Interest only mortgages 125 117 140 147 115 132 130 117 119 106 113 Buy to let mortgages 62 75 122 194 217 173 234 193 143 176 247 First time buyers 52 72 100 129
18. Buys clothes on the internet 123 110 117 109 100 103 123 123 99 89 153 Buys home furnishings on the internet 182 148 159 161 128 108 166 136 94 86 137 Buys music on the internet 137 119 140 140 125 126 139 139 113 96 155 Buys plants bulbs etc on the internet 134 120 108 87 65 80 94 88 85 7 92 Buys health supplements on the internet 128 117 127 125 105 115 123 121 115 91 135 Buys wine on the internet 215 172 201 204 113 116 149 115 87 69 114 Levels of spending Food and non alcoholic beverages 109 108 113 114 103 108 108 99 106 100 94 Alcoholic beverages and tobacco 98 102 III 127 140 112 117 113 96 118 102 Restaurants and hotels 144 131 176 193 149 162 150 126 135 116 118 Recreation and culture 109 117 95 96 107 8l 110 104 79 98 102 Clothing and footwear 132 116 141 139 112 125 119 109 118 97 112 Furnishings household equipment and routine maintenance 117 116 108 105 95 89 107 97 89 91 90 Education 235 176 237 215 127 192 158 149 178 109 171 Health 105 131 102 104 94 83 121 92 79 89 83 Preferred channels Contact Mail 86 97 99 106 101 105 100 94 99 106 99 Contact Phone 96 96 8l 74 85 80 91 96 88 96 83 Contact Email 161 121 160 123 137 137 119 106 133 95 108 Contact Face to face 8l 67 76 7 80 64 62 115 84 7 135 Order Post 102 80 67 68 66 76 70 71 84 55 88 Order Phone 107 91 72 61 64 76 62 71 78 55 89 Order Online 118 111 86 68 73 97 81 71 69 105 108 Environment Uses a compost bin 105 79 79 120 70 148 73 86 61 140 93 Recycle
19. Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married LIFESTYLE INTERESTS Couple with children Couple without children Lone parent family Multi Ethnic Crowded Flats These urban areas contain large numbers of young multi ethnic families many of whom are single parent families This type has very high numbers of under fives A quarter of people are Afro Caribbean and 10 are Bangladeshi There is also a significant student population sharing flats Seventy per cent of the housing is purpose built blocks of flats The flats tend to have one or two bedrooms and are rented from the council or housing associations T he large numbers of children living in these small flats make these homes the most overcrowded in the UK Unemployment levels are high although given the large numbers of lone parents with children under school age a high proportion of people are not on the job market at all Although these areas have some of the highest proportions claiming jobseeker s allowance the recession caused proportionately less increase in unemployment here than elsewhere The working population tends to be employed in retail jobs and basic occupations where the skill levels required are relatively low With low incom
20. Games 31 8 183 DVDs Videos A5 50 poet Gambling 23 3 79 Gardening 36 1 9 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun LIFESTYLE INTERESTS Lower supervisory and The Times technical occupation Have satellite digital TV l Have digital cable TV Semi routine occupations Routine occupations Started work for first time Families Lost a job redundant Got married started living as married Had a child Couple without children Divorced separated Retired Couple with children RECENT LIFE EVENTS Lone parent family Low Income Larger Families Semis Households tend to be families with a number of school age children but Some spend a lot of time with worries and some feel less positive there is quite a number of single parent families Home to all these families about themselves will often be a three bedroom semi detached property rented from the d i More people than usual consider car crime drugs break ins and drunkenness council or a housing association or sometimes being bought with a mortgage to be problems in their neighbourhood These fears are backed up by a Roughly a tenth of these mortgages will have been in arrears at some time relatively high level of reports of violence and personal robbery however most are unlikely to be in danger of negative equity unless house i
21. Home Counties especially in South Buckinghamshire Slough Surrey Kingston and Guildford Hertfordshire Relatively few live in locations offering easy access to public transport These Watford and St Albans and Cheshire Macclesfield households often have more than two cars at least one of which is likely to be a high value company car Unsurprisingly given their affluence and occupations these are financially sophisticated individuals investing directly in stocks and shares as well as unit trusts bonds and other forms of investments These are likely to be confident users of the internet and there may be multiple PCs in the home They buy items such as wine books and furnishings online They may do their finances online and will check prices online before they purchase offline Golf is a popular leisure pursuit Two holidays a year are common perhaps one long haul destination and a week on the ski slopes These consumers UK Average Bingo Cinema Percent 1 5 2 5 28 24 076 8 70 6 Housing UK Index Computer Games 9 DVDs Videos Football Gambling Social rented Private rented Owned outright LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Owned with mortgage loan Work Higher managerial and professional occupations Daily Express Daily Mail Daily Mirror Lower managerial and professional occupations Daily Telegraph Financial Times Int
22. a result family incomes are lower than the national average Unemployment and part time working are above average and rising at a faster rate in these areas Accommodation is mostly three bedroom terraced houses some rented from the council or housing associations and slightly more privately owned Where houses are owned they tend to be lower priced The proportion of first time buyers Is likely to be above average and mortgages typically have high loan to value ratios Since a larger proportion of mortgages may also have been in arrears there may be some people in danger of repossession People are careful with spending Food might be bought at Asda or the Co op Many other items are purchased through catalogues although this can result in higher than average levels of bad debt Some may have a number of unsecured loans in addition to their mortgage Some may be having difficulties coping with repayments on their loan or credit card debt Typically these families will run only a single car probably bought second hand However a motorbike or scooter might act as a second vehicle Got married started living as married Have digital cable TV Had a child RECENT LIFE EVENTS Retired Horseracing doing the football pools angling and bingo are all popular as is watching cable and satellite T V and computer games online Some residents typically one in seven might feel very unsafe when out after dark fearing in particular
23. 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 Children tend to achieve better exam results than average although results might differ by gender to a greater extent than is typical for these levels of achievement Recreational activity includes many rural pursuits Walking angling gardening and wildlife are all popular interests although perhaps the children prefer the cinema or their computer They take fewer holidays than families of similar affluence and may prefer less standard styles of holiday With fewer major shopping centres in the more remote areas a lot of shopping is done on the internet and by mail order TV and magazines are regular forms of entertainment with food cooking celebrity and health being popular topics Folk and gospel music are more popular than more modern styles Spending on clothing is relatively high and increasing particularly spend on children s wear There are mixed attitudes to crime in these areas For some there is a degree of fear when walking at night
24. and DVDs or listen to rock or pop music Some will read celebrity mens style motor or film magazines People in these neighbourhoods are likely to feel fairly safe Fewer than usual are likely to be worried about having their car stolen house broken into or being attacked or intimidated This type is found in Milton Keynes Stevenage Swindon Chelmsford Guildford and Hemel Hempstead DEMOGRAPHIC FEATURES Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Percent UK Index Bingo Cinema Computer Games 8 7 50 DVDs Videos 64 7 Football Gambling 34 076 LIS Gardening 47 4 119 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married LIFESTYLE INTERESTS DEMOGRAPHIC DATA Couple with children Couple without children Lone parent family Divorced separated Had a child RECENT LIFE EVENTS Retired Type 27 M
25. and only a minority see the need to have a car At this stage in their lives this type are not really thinking about investing their money They will spend their spare money on travel and will take long haul trips as well as European holidays Most spend a lot on drink and eating out and to a lesser extent clothing which they may have cut back on during the recession They are easiest to communicate with by SMS or email and dislike the telephone or having to visit in person The internet is a key element of their life They bank gamble play games plan holidays read newspapers and organise their leisure activities online They also buy groceries wine home furnishings books DVDs and music online They like exercise and sport as well as more contemplative pursurts such as the theatre the arts and self improvement classes They are also very interested in current affairs and read the Guardian and Independent as they commute to work These people tend to be use eco friendly products and recycle and are keen to do more to help the environment A relatively high proportion are vegetarian or avoid red meat They prefer to eat healthily and may purchase organic produce Some may be into alternative health therapies Residents in these urban areas may be more likely than elsewhere in the country to experience problems such as noisy parties rowdy behaviour litter being pestered intimidated or begging at cashpoints Relatively high propo
26. as gifts groceries wine home furnishings books DVDs and music online 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 the cinema sport and exercise They also like spending their money on shopping for clothes and eating out Music and film magazines may be widely read They are interested in current affairs and while they tend to read mainly the broadsheet papers they show no bias to any particular title Relatively few currently make the effort to recycle and some consider it difficult to become more environmentally friendly However they are more likely to regularly buy eco friendly products Some residents are likely to consider loud parties drunken or rowdy behaviour and intimidating behaviour to be a problem People are less likely than average to consider their neighbourhood a close community In the unlikely event that these areas have a Neighbourhood Watch scheme fewer than a third of households are likely to be members This type is found in Richmond upon Thames Sutton Rickmansworth and Bromley in Outer London and in Cheltenham Leamington Spa Salford Reigate St Albans and Guildford Group F Aspiring Singles 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 thei
27. built and low rise Many properties are owned outright but some are privately rented Holiday homes are also a feature of these neighbourhoods There may also be a small number of younger first time buyers who have moved into these areas in recent years A high proportion of mortgages are likely to be interest only Given the above average loan to value ratios perhaps these buyers are stretching themselves financially Working residents tend to be relatively well qualified often employed in senior managerial and professional occupations As might be expected with a large elderly population car ownership is low relative to the UK as a whole Ownership of mobile phones is well below average and many have never used the internet Most of the residents in this type are comfortably off and have provided for their old age with above average levels of investments in ISAs unit trusts and guaranteed income bonds These people tend to be high spenders on mail order clothing and health related products It is likely they will prefer to place orders through traditional channels such as post or telephone paying by cheque They have traditional financial views and may avoid loans Happy to purchase using credit or store cards they will typically pay off the cards fully each month although this may be slightly less certain in recent times Individuals in this type are likely to engage in charitable and voluntary work They are also interested in music
28. difficulty in making credit loan payments 130 124 148 152 176 186 130 170 187 144 188 213 214 Unsecured debt greater than 15 000 102 90 103 109 109 124 86 102 119 8l 106 127 143 Education and work School children achieving good GCSEs 75 79 70 66 59 59 80 63 67 76 70 83 82 Children Unauthorised absence from school 135 125 158 163 193 195 135 183 191 171 196 163 157 Claiming jobseekers allowance 121 120 162 180 191 181 168 210 175 185 202 169 188 Rate of increase in unemployment 104 101 98 90 88 93 94 85 86 80 80 76 74 Internet use Checks prices online 77 66 79 67 65 72 56 58 65 46 57 73 77 Uses internet banking 66 57 61 56 49 56 49 46 50 38 46 71 71 Uses internet for gambling 107 96 110 107 115 146 85 101 115 73 99 175 171 Uses internet for online games 108 96 52 128 128 166 87 120 140 67 113 210 227 Reads newspapers online 84 73 91 84 79 93 63 72 8l 60 68 92 101 Uses internet to plan travel 67 5 63 49 40 53 36 33 43 21 29 44 50 Buys books on the internet 71 59 71 62 56 69 5 52 59 39 50 82 88 Buys groceries on the internet 83 72 89 80 84 95 63 73 88 57 75 107 117 Buys clothes on the internet 92 75 94 8l 8l 97 59 68 76 41 59 74 83 Buys home furnishings on the internet 59 50 63 5 45 52 48 42 50 40 45 63 66 Buys music on the internet 84 70 92 74 72 88 60 65 8l 49 68 91 95 Buys plants bulbs etc on the internet 82 71 77 69 64 73 59 59 54 43 47 58 61 Buys health supplements on the internet 82 74 80 76 75 8l 65 69 70 52 63 92 101 Buys wine on the inte
29. earns more than 10 of their income as bonuses Working unpaid overtime is more frequent in this group than any other 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 built flats The houses tend to be large with four or more bedrooms perhaps half being built before 1930 Some of the flats are occupied by young professionals sharing Over 80 of the housing is owner occupied with mortgages tending to be larger than in any other areas During 2008 the numbers of new mortgages declined significantly although the numbers of mortgages with high loan to value ratios maintained a broadly constant level 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 spend relatively large amounts on clothes and restaurants More than half live within a mile of where they do food shopping and a third might walk to do their shopping They are more likely to buy eco friendly products and to want to help the environment Despite such measures hitting themselves they tend to believe car users and people who fly should contribute towards
30. generation s aversion to waste they are likely to make an effort to take items to be recycled They will seek to conserve water and energy particularly where this saves money but otherwise may be less green than average Daily Express Daily Mail Have satellite digital Have digital cable 1 Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times V V Had a child RECENT LIFE EVENTS Retired People have few enjoyments other than bingo horseracing and going to the pub There tend to be more smokers than average Some may like folk or traditional dance music Others may take coach tour holidays Nuisance neighbours and drunk or rowdy behaviour may be more frequent complaints in these areas and there is less perception of a community spirit It is less likely that Neighbourhood Watch schemes currently operate in these areas They tend to read newspapers such as the Daily Mirror Sun and Daily Record This type is found in Glasgow Aberdeen Inverclyde and Dundee in Scotland and in Newcastle upon Tyne Liverpool Nottingham Manchester Sheffield and Wolverhampton in England UK Index 368 86 32 29 Percent 64 0 7 8 9 576 1 4 Housing Social rented Private rented Owned outright Owned with mortgage loan C
31. greater share of these people s clothing shopping although catalogues are the largest retailers in terms of spend A higher than usual proportion of people in these areas fear a range of crimes such as physical attack mugging rape break ins and theft with racial attacks being of particular concern There is a relatively high expectation of being a victim of crime A number have concerns about anti social behaviour with regards to noise drugs and being pestered in the street These areas have a relatively high incidence of diabetes and asthma These people read a range of papers but the Daily Mirror is by far the most popular This type is found in Southall in London Leicester Blackburn and Birmingham Group L P T e T Type 39 Skilled Older Families Terraces O S Da a y S a el dl e S Type 40 Young Working Families 6 DEMOGRAPHIC FEATURES UK Average DEMOGRAPHIC DATA ingo I Housing Percent UK Index ii Social rented 5 2 30 DVDs Videos Private rented 6 6 73 ponte Gambling Owned outright 30 5 Gardening Owned with mortgage loan 55 0 Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occupations Daily Mail LIFESTYLE INTERESTS Lower managerial and Daily Mirror professional occupations Dally Telegraph Financial Times The Guardian Small employers and own The Independent account workers The Sun Int
32. have been sold mortgage protection insurance Many are likely to save regularly perhaps into a child savings plan Some will own stocks and shares they have acquired through demutualisation and privatisation With low interest rates reducing any income from savings increased unemployment and the decline in the stock market some of these people may be feeling less well off than in the past Leisure activities include golf going to the cinema watching TV and listening to music Rock and pop are usually their preferred genres Package holidays Have satellite digital Have digital cable 1 Started work for first time Lost a job redundant Got married started living as married Divorced separated The Independent The Sun The Times V V Had a child RECENT LIFE EVENTS Retired to Europe and the Mediterranean are popular but many will holiday at home perhaps in self catered accommodation With larger families the food bill is relatively high so price is important and stores such as Asda are popular Many families will have a home PC which may be used by the children for education and playing computer games Some shop online and also use the internet to research purchases Over recent years more have chosen to use the internet as a financial channel and for ordering from catalogues Some may be regularly selling goods on eBay People may be more likely to think that crime has inc
33. have concerns about lower house prices Online channels are preferred over visiting bank branches People in these neighbourhoods are slightly more likely to switch financial providers Adults levels of qualification tend to be above average and there are some professional and managerial jobs A number of people are self employed In recent years the level of unemployment in these areas has moved above the national average 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 Overall children in these areas achieve average exam results with girls outperforming to a greater extent than usual notably in maths and science Holiday flights tend to be farther afield than Europe perhaps to the USA and Asia to visit family and friends These people also make regular international phone calls and quarterly telephone bills are high Computer Games Bingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Financial Times The Guardian The Independent Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Express Daily Mail Daily Mirror Daily Telegraph The Sun The Times Had a child RECENT LIFE EVENTS
34. high levels of vacant property People often participate in exercise and sport with football and rugby among 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 They are more likely to use eco friendly products and profess to being keen to do more to help the environment The recession had little impact on their spending and may even have increased slightly Although housing energy and communications costs form a relatively large part of their outgoings clothing and leisure are a significant part of their spending They are more likely to buy in shops or online rather than mail order 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 DVDs and CDs and for researching and booking travel online Computer Games DVDs Videos Daily Express Daily Mirror Daily Telegraph Financial Times The Guardian The Independent Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Divorced separated Bingo Cinema Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Daily Mail The Sun The Times Had a child RECENT LIFE EVENTS Retired o ul o This is reflected in the high spend on inte
35. in these remote places Others feel their nelghbourhood has no problems 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 These are well educated and mostly prosperous people living in our major towns and cities They include 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 live in large terraced or detached houses with four or more bedrooms 5ome 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 um _ i fo ENTE E e 79 30 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 Bonuses are more likely to be a part of peoples income than in any other group One in ten
36. of the type across all of the UK More details are available in CACIS ACORN Technical guide which is available on request This guide describes the methodology behind ACORN the data used and the process by which ACORN is regularly updated Specialist ACORNs For a general understanding of the demographic attributes of postcodes ACORN meets the requirements of many organisations However we also recognise the specialist needs of analysts in key public policy areas and the unique nature of some geographical areas As a result we have developed classifications for public policy areas with particular needs For Scotland Ireland and metropolitan areas we have classifications that reflect their distinctiveness VVe also have ACORNS for Europe and for specific industry sectors PeopleUK People UK extends ACORN s understanding of people and places to a more detailed level by classifying the lifestyles behaviours and socio economics of individual adult consumers or of their households FinancialACORN FinancialACORN is a version of ACORN optimised to provide more detailed understanding of consumers financial behaviour It offers financial service organisations an enhanced means of understanding their customers Fresco Fresco extends FinancialACORN to a more detailed level by classifying individual adult consumers or their households and provides more detailed understanding in terms of financial holdings financi
37. 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 Food may be bought at Waitrose Sainsbury s or Marks amp Spencer 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 Independent Times and Financial Times At the weekend they like the Sunday Times and Observer Residents are more likely than average to expect they will become a victim of crime particularly that they might be burgled or be attacked There may be occasional problems with noise rubbish vandalism rowdy behaviour and people being intimidated This type is found primarily in London Wandsworth Hammersmith and Fulham Merton Lambeth Kensington and Chelsea Richmond upon Thames and Ealing as well as in Oxford Cambridge and Edinburgh Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Bingo Cinema Percent UK Index Computer Games 10 8 62 DVDs Videos 35 6 397 ida Gambling 19 2 65 Gardening 28 0 70 Pl
38. singles Retirement homes are also common Much of the housing in these 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 The retired are grateful to have taken out annuities prior to the recession while those nearing retirement will be worried about the poor economic climate and lower value of their savings and investments Despite this they are spending just as much on clothing as before the recession hey may shop by mail order but are unlikely to be internet shoppers These couples are the most likely to do the grocery shopping together Although predominantly of retirement age householders are far from inactive T hey 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 or have hobbies such as photography or arts and crafts In recent years a higher proportion than usual have had success in giving up smoking Relatively few are overweight These Prudent Pensioners have provided a comfort
39. take part in organisations for the benefit of the community In some of these areas there may be problems of drug dealing intimidation and vandalism Incomes are low People have few if any educational qualifications and their routine jobs are in shops and factories Unemployment is high and increasing a little faster than the national average Despite the overall youthfulness of these areas there are a number of people suffering long term illness The biggest concentrations of this type are in Scotland for example Cowdenbeath Alloa and Glenrothes Other places with high levels include Nottingham Harlow Corby and Norwich People generally live in terraced houses and purpose built low rise flats They are typically two bedroom and thus quite crowded for the size of household Homes are mostly rented from either the council or a housing association although a minority are being bought with a mortgage These are often first time buyers who borrowed a large proportion of the property s value and some may now be in danger of negative equity A number may be in arrears or have been in the past People in this type are on tight budgets and food bills are low relative to the size of the families Shopping is more often done at Asda Somerfield or the Co op 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 catalogue shopping A number may be having difficu
40. tend to feel crime is increasing and that the courts are too lenient particularly with youth crime Being older some people may have health issues perhaps difficulties in managing stairs or walking distances Rural areas with smaller market towns are the main locations for this type This includes Somerset the Cotswolds and the Lake District UK Index 20 39 Percent 3 4 3 5 50 9 39 7 Housing Social rented Private rented Owned outright Owned with mortgage loan Computer Games UK Average Bingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Daily Express Daily Mail Daily Mirror Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired Mature Couples Smaller Detached Homes These people live in well established areas within towns and
41. their house Some will have self certified their income to obtain their mortgage So while those renting may recently have This type is found throughout the UK including in Blackpool Stevenage profited from reduced rents those with a recent mortgage are at risk of Crawley Neath Port Talbot Harlow and the Wear Valley negative equity Traditionally these neighbourhoods had average unemployment However in recent years the numbers claiming jobseeker s allowance have increased and continue to increase significantly more than average 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 use the internet although not extensively for making purchases They are much more likely to use a traditional bank branch to make financial transactions than the internet or other direct channels There Is a similar preference towards the traditional channels of post or telephone for making mail order purchases Car ownership is in line with the UK average with about 75 of households owning a car Cars are likely to be lower value models often bought second hand Home Owning Families Terraces DEMOGRAPHIC FEATURES Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professio
42. too tough on young offenders but overall have confidence in their local police 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 Esher Weybridge and Kingston upon Thames and Manchester Trafford Glasgow Milngavie Stirling and Home County towns such as Guildford and St Albans These young people are highly qualified The majority live in flats in our major cities many of which might have been built pre 1930 Most are in professional and managerial roles and many are working hard to further their careers Jobs are relatively secure unemployment in these areas is rising less rapidly than elsewhere People have high incomes and bonuses Those who having been working for some time will be buying their flats and making other financial investments One in ten may own a second home The others are renting and have high disposable incomes Mortgages are large and about a third of home owners in this group purchased their home in the years of peak house prices preceding the recession However many in this group will have a sufficient cushion to avoid negative equity They cut back their spending during the recession usually by purchasing lower priced items rather than reducing the number of things they buy One significant purchase they may make is an expensive car However m
43. two or more cars common Cars are likely to be large new company owned and relatively expensive models 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 buy direct often using the internet They have good pension provision either company or private and most have private medical insurance The internet is a key item for these families They use it for careers and job planning education researching products home finance making leisure bookings and making a large variety of purchases online They particularly favour the online channel for both receiving communications and carrying out administrative tasks Popular newspapers are the Telegraph and Times including their Sunday versions as well as the Financial Times and Daily Mail 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 More than usual might be vegetarian They will often purchase computer games from Amazon or Game beat em up golf football management and quiz genres being among those favoured Musically bands such as Take That Akon and The Killers may be popular as are TV comedy DVDs Sex and the City being a particular favourite in 2008 Compared to other wealthy neighb
44. with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own Bingo Cinema Percent UK Index Computer Games 27 196 56 DVDs Videos 5 8 64 inn Gambling 12 176 64 Gardening 44 2 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent LIFESTYLE INTERESTS DEMOGRAPHIC DATA account workers Lower supervisory and The Sun The Times technical occupation Have satellite digital TV Semi routine occupations Routine occupations Started work for first time Families Lost a job redundant Couple with children Couple without children Divorced separated Lone parent family Type 40 Young Working Families Young families living on estates in New Towns make up most of this type Most families are two parents with school age children but there are also significant numbers of single parents Few adults have formal educational qualifications beyond a few GCSEs While children tend to outperform their parents in this regard school achievement still tends to be lower than average There will typically be a larger than usual gender gap in exam results with girls doing better than boys There may be occasional issues with truancy Employment prospects tend to be in the manufacturing construction and retail sectors As
45. 1 96 75 104 78 62 84 Buys books on the internet 109 130 124 112 102 97 8l 113 62 82 76 93 101 Buys groceries on the internet 117 148 133 97 97 87 8l 123 50 69 74 105 99 Buys clothes on the internet 112 127 129 108 112 94 92 108 60 82 83 84 96 Buys home furnishings on the internet 119 145 146 111 98 92 73 110 55 74 69 94 98 Buys music on the internet 121 133 129 106 106 95 86 112 59 79 79 93 99 Buys plants bulbs etc on the internet 92 109 111 120 102 102 90 98 94 97 94 86 100 Buys health supplements on the internet 104 117 112 105 102 98 92 129 80 91 86 98 101 Buys wine on the internet 107 135 133 116 92 89 65 84 64 78 67 92 98 Levels of spending Food and non alcoholic beverages 98 100 97 100 97 102 97 106 108 102 99 105 101 Alcoholic beverages and tobacco 99 95 90 90 86 86 88 8l 92 90 95 103 98 Restaurants and hotels 116 112 110 99 96 100 89 115 88 94 88 97 99 Recreation and culture 111 106 116 111 109 107 102 86 104 108 99 96 101 Clothing and footwear 102 105 105 98 104 102 94 113 83 95 88 83 92 Furnishings household equipment and routine maintenance 102 102 107 103 97 103 94 94 104 102 93 93 96 Education 82 97 100 94 91 97 77 125 45 74 59 56 76 Health 114 114 120 122 107 119 107 92 118 122 101 112 III Preferred channels Contact Mail 100 98 99 100 97 100 99 96 102 100 101 108 100 Contact Phone 94 101 92 99 102 102 106 89 III 108 107 109 99 Contact Email 118 112 115 III 109 100 90 123 69 84 91 68 106 Contact Face to face 83 97 93 67 99 94 99
46. 146 93 99 94 53 72 Order Post 92 89 112 97 107 103 7 142 116 117 125 108 44 Order Phone 91 98 109 103 107 102 69 129 114 112 116 105 48 Order Online 110 135 115 121 110 101 74 8l 106 96 69 95 4l Environment Uses a compost bin 55 100 71 144 93 106 95 101 127 95 115 102 104 Recycles glass and bottles 94 93 142 92 67 8l 108 170 5I 58 86 72 100 Regularly buy eco friendly products 33 123 72 164 64 95 89 72 33 89 112 392 44 Health Smokers 90 8l 76 94 96 99 112 76 108 104 113 84 94 Person in household diabetic 72 74 68 85 87 87 96 139 126 96 109 117 99 Hospital admissions with heart failure 49 56 34 90 49 97 108 95 236 140 175 186 167 Perceived crime and local neighbourhood issues Noisy neighbours or loud parties 120 119 143 74 101 79 105 107 48 87 86 82 111 People being attacked or harassed due to skin colour 32 247 84 Ig 44 61 43 767 5I 54 45 145 79 People using or dealing drugs 77 59 73 102 86 74 106 100 60 77 109 62 73 Teenagers hanging around on the street III 75 119 98 149 126 117 87 72 III 98 79 94 Vandalism graffiti deliberate damage to property 116 162 97 104 102 89 103 92 86 89 86 105 115 Ever felt unsafe because of the behaviour of other people in pubs or bars 76 131 109 5 121 89 129 95 16 97 80 96 86 Have had something stolen from their car 106 164 93 87 94 117 108 151 23 72 69 73 94 Ever had force used against themselves 83 108 86 80 121 76 125 123 45 60 110 80 121 Characteristics of ACORN Types Represented as an index against the
47. 170 117 183 123 124 102 Has stocks and shares 213 193 173 177 160 126 138 113 156 152 132 109 Always pays credit card balance in full 164 132 145 145 150 122 137 126 135 116 123 76 Has been refused credit in the past 42 54 53 47 45 62 60 57 59 67 59 78 Has had difficulty in making credit loan payments 46 60 57 54 45 70 57 55 6l 69 65 85 Unsecured debt greater than 15 000 73 112 76 8l 64 88 70 68 84 118 86 144 Education and work School children achieving good GCSEs 147 134 134 134 133 119 127 III 138 122 118 107 Children Unauthorised absence from school 39 4l 46 43 45 49 48 65 47 49 55 69 Claiming jobseekers allowance 38 48 5I 46 48 47 57 7 50 60 70 9 Rate of increase in unemployment 139 137 135 134 123 118 122 119 119 134 127 104 Internet use Checks prices online 152 166 129 131 112 109 105 89 131 144 108 91 Uses internet banking 160 171 142 136 109 106 108 80 135 147 107 99 Uses internet for gambling 73 90 7 72 70 5I 75 75 76 99 8l 159 Uses internet for online games 57 87 59 6l 45 65 56 5I 63 93 68 134 Reads newspapers online 132 123 114 113 108 107 103 91 117 113 101 105 Uses internet to plan travel 226 201 176 190 155 126 124 114 154 154 139 116 Buys books on the internet 158 148 139 133 117 122 116 90 128 130 109 119 Buys groceries on the internet 112 128 105 99 84 95 90 70 104 123 92 8l Buys clothes on the internet 127 138 117 117 101 119 104 88 109 132 108 123 Buys home furnishings on the internet 184 188 145 145 108 163 109 79 135 151 10
48. 174 162 163 125 146 162 138 Finance Has investments of over 20 000 222 196 193 196 106 94 132 101 65 58 101 Has ISA 178 163 136 130 79 70 101 84 59 56 75 Has Unit Trusts 253 198 168 164 86 66 110 72 57 49 6l Has stocks and shares 160 154 124 118 86 79 106 89 63 69 68 Always pays credit card balance in full 143 133 123 119 82 87 98 82 83 75 72 Has been refused credit in the past 75 72 112 116 128 162 124 119 153 143 113 Has had difficulty in making credit loan payments 72 68 III 125 129 163 114 115 151 134 123 Unsecured debt greater than 15 000 92 83 III 113 126 136 134 142 134 112 188 Education and work School children achieving good GCSEs 140 134 115 100 93 97 119 98 95 89 95 Children Unauthorised absence from school 60 59 100 126 148 145 90 139 139 146 98 Claiming jobseekers allowance 62 65 8l 79 116 132 48 112 157 155 60 Rate of increase in unemployment 104 116 95 90 85 82 102 93 83 92 97 Internet use Checks prices online 149 127 125 120 110 92 131 113 99 79 135 Uses internet banking 170 142 170 180 124 124 148 120 99 83 129 Uses internet for gambling 105 93 167 216 124 180 148 121 138 122 170 Uses internet for online games 102 85 173 236 141 208 165 158 165 128 182 Reads newspapers online 150 115 149 151 118 143 109 121 121 91 131 Uses internet to plan travel 139 123 101 86 54 69 90 8l 70 58 86 Buys books on the internet 165 137 163 162 113 126 136 130 107 84 144 Buys groceries on the internet 144 118 157 153 141 144 165 165 133 101 195
49. 66 68 295 112 117 87 Perceived crime and local neighbourhood issues Noisy neighbours or loud parties 103 101 185 91 146 192 80 132 222 110 146 165 128 People being attacked or harassed due to skin colour 67 116 41 192 121 78 98 32 270 178 118 475 338 People using or dealing drugs 158 141 111 177 211 194 115 180 187 122 206 135 151 Teenagers hanging around on the street 120 KS 133 124 120 114 116 122 107 101 78 99 134 Vandalism graffiti deliberate damage to property 88 94 109 92 100 100 90 85 78 72 110 128 70 Ever felt unsafe because of the behaviour of other people in pubs or bars 130 III 60 171 127 151 7 105 153 221 224 87 107 Have had something stolen from their car 82 103 107 146 110 156 104 III 28 122 62 152 161 Ever had force used against themselves 165 126 108 98 201 191 108 111 76 146 166 106 80 Category 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 families with school age children particularly 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 profess
50. 8 90 Buys music on the internet 126 136 115 114 98 104 99 82 114 128 101 102 Buys plants bulbs etc on the internet 161 139 147 144 139 174 131 118 124 125 123 121 Buys health supplements on the internet 128 120 118 116 112 116 III 98 113 114 106 120 Buys wine on the internet 226 206 177 169 148 121 134 94 144 155 114 104 Levels of spending Food and non alcoholic beverages 115 107 112 112 114 106 III 112 110 104 109 103 Alcoholic beverages and tobacco 89 84 92 88 92 95 95 90 87 88 88 97 Restaurants and hotels 110 106 104 103 99 94 96 92 105 105 96 85 Recreation and culture 126 122 122 122 120 113 112 III 110 119 114 90 Clothing and footwear 119 124 110 114 107 105 103 98 117 118 107 135 Furnishings household equipment and routine maintenance 146 133 137 137 136 120 128 127 132 130 128 95 Education 210 216 173 179 141 144 128 103 177 175 142 42 Health 153 125 145 141 136 103 125 120 121 120 125 85 Preferred channels Contact Mail 99 94 98 96 97 97 99 103 98 97 98 95 Contact Phone 90 85 95 98 98 104 103 101 97 90 99 104 Contact Email 132 160 135 127 120 102 112 97 119 140 115 101 Contact Face to face 76 88 7 8l 100 72 84 88 74 92 84 106 Order Post 94 119 113 124 122 122 128 107 91 112 92 95 Order Phone 112 126 122 128 120 124 125 III 104 115 108 105 Order Online 154 132 135 121 118 117 109 124 145 119 133 132 Environment Uses a compost bin 176 148 184 193 172 189 135 146 134 87 143 100 Recycles glass and bottles 137 124 136 154 48
51. Couple without children Divorced separated Couple with children SAREI pue SILUIS SADJAOAA P9 P S v E Z ul gt tu Lu ra Li E Z Lu 0 ul g Lone parent family Retired Type 41 Skilled Workers Semis and Terraces Shop workers and skilled blue collar workers employed in manufacturing and Interests include camping and caravanning angling bingo and the pub Cable other manual occupations make up the bulk of households in these areas TV subscriptions are also above average for this group The age profile is similar to the UK as a whole with a mixture of singles couples families and retired people Preferred newspapers include the Daily Mirror and Sun with the Sunday Mirror News of the World and People at weekends 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 There are signs that some in this type are unhappy with their lot They are twice as likely to say that they dont enjoy living in their area some renting privately People tend to lack confidence in the police believing that sentences are too lenient and that crime is rising Some may be worried by anti social behaviour Th first time b in th ighbourhoods b a a o cl ura E in their neighbourhoods and may have concerns about going out after dark proportion of the value of
52. Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired ype 51 Single Parents and Pensioners Council Terraces These are areas with high numbers of single pensioners living alongside many single parents The age breakdown of the population is unusual because overall there are high numbers of both people over 60 and children under 6 Fewer children than average are likely to achieve good GCSE results and in some areas one may find a high proportion of pupils leaving school with no GCSE passes at all Girls outperform boys to a greater extent than usual Levels of truancy and persistent absence are likely to be high People live in council or housing association properties These tend to be small terraced houses and flats
53. The Black Country and South Yorkshire are the main places for these prices fall significantly communities although they generally crop up in most urban areas Towns Incomes are well below average with some families earning less than 10 000 such as Doncaster Barnsley Dudley Wrexham and Ballymoney are typical Most work is typically routine in a factory or some other manual occupation and jobs reflect the general lack of educational qualifications Unemployment is higher than average and rose during the recession with particular impact on the more skilled trades and more technical jobs in these neighbourhoods Many supplement their income with a number of loans Since money is tight the payment facilities offered by catalogue shopping are an attraction in these areas although the levels of bad debt on mail order may be higher than average People with a car will own a low value second hand vehicle Shopping may be done in Morrisons and holidays may well be at a caravan park or a campsite Few leisure activities seem affordable Angling is popular and people will spend time listening to music or watching television The Lottery football pools and bingo may be popular The newspaper is generally a tabloid Children in these areas tend overall to achieve poorer exam results Relatively high proportions of pupils leave school with no GCSE passes In some places there may be some truancy and its associated issues These neighbourhood
54. Times Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Got married started living as married Couple with children Couple without children Lone parent family Older Families Prosperous Suburbs These are established suburbs housing larger professional families with some empty nesters and retired Children tend to be older including some home based students Homes are typically semi detached and family incomes are high Some will own second homes This is the type most likely to have remortgaged seeking either better rates or to withdraw equity for purchasing cars holidays and similar items Despite this most will have retained sufficient equity to have weathered house price falls Adults are well educated to A level or degree level People usually have managerial and professional jobs The recession has led to a doubling of people claiming jobseeker allowance with a disproportionate part of that increase being managers However unemployment still remains well below the national average They are PC literate finding a variety of uses for the internet In addition to the usual purchasing of books DVDs and wine they may well book holidays research purchases and plan their careers online It might not be only the children playing games online Puzzles management and strategy games may be popular
55. UK average Types 37 38 39 40 4l 42 43 The housing market Average value of mortgage 7 74 89 70 75 60 66 Mortgages taken out with loan to value over 9076 113 129 106 179 140 199 185 Interest only mortgages 85 90 90 8l 84 78 87 Buy to let mortgages 83 132 56 62 68 120 121 First time buyers 182 185 100 151 125 159 161 Finance Has investments of over 20 000 54 44 76 36 58 47 4 Has ISA 46 43 95 55 75 60 5 Has Unit Trusts 39 37 91 42 64 53 49 Has stocks and shares 3l 32 102 62 79 63 59 Always pays credit card balance in full 75 74 98 70 88 77 75 Has been refused credit in the past 139 146 88 131 102 117 130 Has had difficulty in making credit loan payments 147 153 92 140 102 116 126 Unsecured debt greater than 15 000 III 117 110 120 101 109 105 Education and work School children achieving good GCSEs 80 83 103 73 91 8l 80 Children Unauthorised absence from school 125 135 83 141 99 126 141 Claiming jobseekers allowance 188 201 102 152 136 145 158 Rate of increase in unemployment 72 75 III 105 109 99 93 Internet use Checks prices online 90 84 107 88 89 8l 76 Uses internet banking 65 70 108 78 87 79 72 Uses internet for gambling 94 99 96 122 102 100 110 Uses internet for online games 132 126 98 144 101 110 121 Reads newspapers online 105 102 114 102 88 93 82 Uses internet to plan travel 5 53 108 8l 82 66 53 Buys books on the internet 87 83 104 82 87 79 75 Buys groceries on the internet 117 114 106 98 92 94 89 Buys cloth
56. able retirement for themselves DEMOGRAPHIC FEATURES Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Percent 13 2 14 5 44 3 23 1 Bingo Cinema UK Index Computer Games 76 DVDs Videos 161 al Gambling 149 Gardening 58 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married LIFESTYLE INTERESTS DEMOGRAPHIC DATA S38 4 ying asodung sajsuis J19Pp 3 Couple with children Couple without children Divorced separated Lone parent family Had a child RECENT LIFE EVENTS Retired Type 35 Elderly Singles Purpose Built Flats This type contains the highest proportion of households with residents over the age of 75 Half of households in this type are pensioners Many are living alone although some are living in retirement homes The main type of housing is one and two bedroom flats most of which are purpose
57. able to afford only less desirable locations They are more likely to have been in arrears in the past and some perhaps are in negative equity Unemployment is very high with a significant number of young people never having worked It has doubled in the past few years With many single parents not working the number of wage earners is low and so inevitably are incomes A number of households are in debt often with multiple unsecured loans Many are likely to be having difficulties with repayments some despite having consolidated their debts These are less likely to be confident and secure neighbourhoods Fewer people than usual feel satisfied with their lives and more than usual might lack a positive self image Fear of crime affects the quality of life for as many as one in five residents and only half feel their local streets are safe at night People in these areas are three times more likely to have had their car stolen The police are held in low esteem by a greater proportion of the population than elsewhere People have to be careful shoppers Clothes come from supermarkets street markets or catalogues Like other younger people what spare money they do Started work for first time Lost a job redundant Divorced separated Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Had a child Re
58. acorr the smarter consumer classification ACORN USER GUIDE INTRODUCTION 1 12 WEALTHY ACHIEVERS Types 13 Wealthy Executives Wealthy Mature Professionals Large Houses i 2 Wealthy Working Families with Mortgages 16 3 Villages with Wealthy Commuters I7 4 Well Off Managers Larger Houses 18 B Affluent Greys 19 5 Older Affluent Professionals 20 6 Farming Communities DI 7 Old People Detached Homes 29 8 Mature Couples Smaller Detached Homes 28 Flourishing Families 24 9 Older Families Prosperous Suburbs 25 10 Well Off Working Families with Mortgages 26 Well Off Managers Detached Houses gt Large Families and Houses in Rural Areas URBAN PROSPERITY Types D Prosperous Professionals 3 Well Off Professionals Larger Houses and Converted Flats a 4 Older Professionals in Suburban Houses and Apartments 32 E Educated Urbanites 33 5 Affluent Urban Professionals Flats 94 6 Prosperous Young Professionals Flats 35 7 Young Educated Workers Flats 36 8 Multi Ethnic Young Converted Flats 37 9 Suburban Privately Renting Professionals 38 F Aspiring Singles 39 20 Student Flats and Cosmopolitan Sharers 40 21 Singles and Sharers Multi Ethnic Areas al o Low Income Singles Small Rented Flats p Student Terraces COMFORTABLY OFF Types G Starting Out 24 Young Couples Flats and Terraces ni 25 White Collar Singles and Sharers Terraces 48 H Secure Families 49 26 Younger White Collar Couples with Mortgages 50
59. activity holidays 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 but with correspondingly high credit limits They spend more than average on clothing and footwear although this may have curtailed a little during the recession Food may be bought at Waitrose Sainsbury s or Marks amp Spencer They are twice as likely to use services such as ordering their groceries online for home delivery and the internet for shopping This type more closely follow current affairs than any other and use the internet to research and read newspapers Access to commuter services is at its best in these neighbourhoods and they may also buy a daily paper to read on the way to work choosing from the Financial Times Guardian and Independent The lifestyles of these people mean that most might regularly be walking alone at night Only a minority fear being mugged or attacked While physical or sexual assault is likely to be the greater fear of people living in these areas they are less likely than average to actually have experienced violence and more likely to have experienced some form of theft They are twice as likely to have had items stolen from their person People are more likely to be green taking items to be recycled and using eco friendly products This type is found primarily in Inner Lo
60. ajor conurbations to obtain the benefits of the city without living in its centre In their 20s and early 30s they are well educated and are developing their careers in professional and managerial jobs Incomes are usually well above average but some are struggling to repay large debts They are living in purpose built flats in attractive suburbs and satellite towns Many are still renting although a third are purchasing their homes A particularly high proportion of landlords have used buy to let mortgages to invest in these areas Similarly a number of people here may own a second property in the UK or abroad Those buying will have larger mortgages with more being interest free or self certification Mortgages are more likely to be recent and for a substantial proportion of the property s value a combination likely to be a source of worry in the declining property market that has hit these neighbourhoods harder than average 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 They much prefer communications by text or internet to telephones or visiting in person They use financial services gamble play games plan holidays and organise their leisure activities online T hey also make a wide variety of purchases such
61. al behaviour Some may feel sentencing is too lenient and that the justice system leans more toward the accused rather than the victim of crime When they are at home they like to watch TV and many have subscribed to satellite channels They may 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 This type is found throughout the UK in towns such as Southend on Sea Gloucester Congleton in Cheshire and Wyre in Lancashire DEMOGRAPHIC FEATURES DEMOGRAPHIC DATA Bingo Cinema Percent Housing Social rented 16 3 Private rented 5 476 60 Owned outright 36 9 Owned with mortgage loan 37 1 93 Work Higher managerial and Daily Express professional occupations Daily Mail Daily Mirror UK Index Computer Games 94 DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Lower managerial and professional occupations Daily Telegraph Financial Times Intermediate occupations Small employers and own The Guardian The Independent account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married sta
62. al behaviour and attitudes relating to financial services HealthACORN HealthACORN identifies current and future health issues This analysis allows managers to quantify demand for services and to promote lifestyle changes to at risk groups It enables PCTs and local authorities to focus on upstream issues as well as supporting people with existing health problems EducationACORN EducationACORN provides a unique insight into the attributes of school communities and the influence on pupils needs and educational performance Specialist ACORNSs GreenACORN GreenACORN is an individual level classification tool that groups people by their attitudes and behaviours to green issues their choices their thoughts their motivations and barriers While some consumers demand more responsibility from organisations there are other consumers who need encouragement to adopt a greener lifestyle SocialSceneACORN SocialsceneACORN focuses on the eating out and on trade drinks market The classification uniquely reflects the significance of food in this market and the move away from wet led venues MetropolitanACORN MetropolitanACORN provides further segments below ACORN type level Its focus is on those metropolitan areas where most of the local authoritys residents fall within a few ACORN types to provide a more detailed understanding of the needs of these complex communities EuroACORN EuroACORN provides consumer
63. ames 26 DVDs Videos Football Gambling Social rented Private rented Owned outright LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Owned with mortgage loan Work Higher managerial and professional occupations Daily Express Daily Mail Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times 3 Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Couple with children Couple without children Lone parent family Divorced separated Had a child RECENT LIFE EVENTS Retired Older Professionals in Suburban Houses and Apartments 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 Those schoolchildren that do live in these neighbourhoods do well typically achieving significantly better exam results than average Adults tend to be well educated and employed in senior managerial and professional occupations Although white collar unemployment has increased it remains lower tha
64. and shares unit trusts and high interest accounts They are also comfortable using credit cards preferring to pay off the balance each month Given the rural feel to some of these neighbourhoods there is a need for a car and householders generally have access to at least one vehicle and in many cases two or more They are less keen on the effort of visiting shopping centres and buy quite a lot of things by mail order Gardening equipment plants healthcare products clothing books and luxury food items are all purchased in this manner This type appreciate good food and wine and enjoy eating out on a regular basis T hey also enjoy hobbies such as golf and gardening and visiting National Trust properties Started work for first time Lost a job redundant Divorced separated The Independent The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired Like other types within the group they choose to read the Daily and Sunday Telegraph and may subscribe to gardening magazines Some will read newspapers online although they do not use the internet extensively other than to buy wine or plants to plan trips and to keep in contact with friends It is probable that people consider there to be a close community of broadly shared values in these areas Neighbourhood Watch schemes are well supported Although residents are less likely to have been victims of any crime they
65. and the North East in towns such as Wolverhampton Walsall and Dudley Durham Newcastle upon Tyne and Sunderland 78 LI n L A Bingo Cinema Housing Percent UK Index Computer Games Social rented 40 9 235 DVDs Videos Private rented 4 7 53 Focal Gambling Owned outright 16 7 56 Gardening Owned with mortgage loan 32 6 82 Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occupations Daily Mail LIFESTYLE INTERESTS Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times Intermediate occupations The Guardian Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated RECENT LIFE EVENTS Lone parent family Retired Low Income Routine Jobs Terraces and Flats These are council estates housing young families and singles Many of the Confidence in the police is lower than average As many as one in seven families are single parent households residents may feel very worried that they might become a victim of crime Neighbourhood Watch schemes are rare and people feel few of their neighbours
66. any prefer to use public transport particularly for travelling to work Their day to day activities may be quite local About 6076 live within a mile of where they shop for food Nearly half will wall or cycle to do their main food shopping This group are also the most likely to buy their wine and groceries online They use the internet extensively for shopping financial services social networking and playing games Educated Urbanites take full advantage of living in the city and go out regularly They enjoy restaurants and bars and are interested in the cinema theatre and the arts They are well informed about current affairs often reading news online and are keen readers of the Guardian Financial Times and Independent They read magazines particularly on topics such as films music computers and mens style 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 Relatively few in this group will have become overweight over the past few years There are relatively high proportions of vegetarians and people who have given up smoking in recent years These young people have the world at their feet and plenty of money to enjoy it 38 34 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and
67. areas contain high numbers of single parents with children under five More than 60 of households contain only one adult These can be single people single pensioners or lone parents More than 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 frequently in high rise blocks often built in the 60s or Os 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 Mobility problems with climbing stairs and walking are twice as likely in this group Those in work are likely to be employed in manual and factory jobs or work in shops Over the past few years they have needed to work more paid overtime to make ends meet The combination of high unemployment pensioners single parents and the low incomes of those in work means that benefits are a significant contributor to the income in these streets Only a little over half of the total income of this group comes from paid employment Many more people than usual will be having difficulties repaying loans or credit card debts and using the services of debt consolidators Educational qualifications incomes and car ownership are all low Fewer than 576 of these people are likely to have stayed at school beyond the age of 16 This is partly due to the school leaving ag
68. ariables from the census data such as the age profile house type house size educational attainment ethnicity social class occupation unemployment car ownership and so on Using this information we group census Output Areas into a number of types using a technique called multivariate classification The second stage uses some 8 million records from lifestyle surveys provided by individuals and reclassify any postcodes where this data shows that a postcode is substantially different from its surrounding census Output Area Thirdly we consider further publicly available government information and our lifestyle surveys to identify whether an area has changed since the census Each postcode is re assessed annually in terms of its ACORN type designation Updating is primarily a case of repeating the second and third stages of the above process We also take account of feedback from our clients and directly from members of the public who have viewed their ACORN code using websites such as www upmystreet com We build descriptions for the resulting types by looking at the lifestyle behaviour of the millions of adults who have filled in surveys in recent years as well as the census data for the Output Area We also use information from a wide range of market research surveys We code these by our 56 ACORN types and look at the average behaviour in the type It is important to note that the description is of the average characteristics
69. arly on health home furnishings and clothing although they are likely to have cut back during the recession The Independent The Sun The Times Had a child RECENT LIFE EVENTS Retired Car ownership is above average with a mid range family saloon a popular choice About a third of households can afford to run two cars These are often quiet suburban neighbourhoods with few concerns about crime They have some worries that crime at large has risen slightly but their fear of crime and anti social behaviour is generally close to the national average The Daily Express and Daily Mail are the most popular newspapers They may also read womens magazines or magazines on travel or gardening This type is found in Outer London in Bexley Havering and Sutton as well as in Dartford Watford Stockport Solihull and the Wirral wey SINP I S S uequngns u SIUSI Established Home Owning Workers DEMOGRAPHIC FEATURES Percent UK Index Social rented 8 4 48 Private rented 4 5 50 34 1 50 3 Housing Owned outright Owned with mortgage loan Computer Games P DEMOGRAPHIC DATA ingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and
70. arried Had a child Divorced separated LIFESTYLE INTERESTS Lone parent family RECENT LIFE EVENTS Retired Well Off Professionals Larger Houses and Converted Flats 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 Georgian 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 These homeowners are typically repaying some of the biggest mortgages in the country Some may also own second homes Despite having a tendency to remortgage more than other types it is likely that the mortgage remains small compared to the price of their house so the vast majority were in less danger of negative equity during the recession Some may be minimising repayments with interest only mortgages Car ownership is high reflecting the wealthy nature of these neighbourhoods but due to their urban location travel to work is mostly by public transport Incomes tend to be high with many residents earning well over 50 000 a year They are financially aware and have high levels of savings and investments a
71. as may more action oriented car racing and FPS games These families are financially secure They may have a mix of savings plans unit trusts and 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 in stores such as Waitrose Sainsbury s and Marks amp Spencer Clothing is often bought in M amp S department stores or by mail order while women may visit Next or French Connection Although they may buy less expensive clothing items they are buying more of them and so maintaining their spending during the recession Started work for first time Lost a job redundant Divorced separated The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired 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 while others exercise at the gym Others have an interest in antiques wine eating out or current affairs These communities are the heartland of the broadsheet newspapers They may also read magazines on sport travel homes or gardening These are secure neighbourhoods The majority of people feel these are places where people share similar values
72. ategory 4 Group K Asian Communities MIS MEIA A cha e e S Group M Blue Collar Roots 63 Group K L L L JAY t Type 37 Crowded Asian Terraces S an O y a e S Type 38 Low Income Asian Families 64 DEMOGRAPHIC FEATURES DEMOGRAPHIC DATA Bingo Cinema Housing Percent UK Index Social rented 18 4 Private rented 4 996 166 inn Gambling Owned outright 28 8 97 Gardening Owned with mortgage loan 32 196 8l Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occupations Daily Mail Computer Games 106 DVDs Videos LIFESTYLE INTERESTS Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times The Guardian Small employers and own The Independent account workers The Sun Intermediate occupations S9IP119 ULISY pap oJ Lower supervisory and The Times technical occupation Have satellite digital TV Have digital cable TV Semi routine occupations Routine occupations Families Couple with children Couple without children Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated Lone parent family Type 37 Crowded Asian Terraces 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 o
73. ave consolidated loans Some may be having difficulties making repayments on these debts RECENT LIFE EVENTS Retired ype 52 Families and Single Parents Council Flats With the limited money they are likely to have left they will occasionally relax by going to the pub or a nightclub for a drink going to bingo or placing a bet Otherwise for many computer games or their interest in their local football team is one of the things that matter most to them Perhaps as many as one in ten peoples quality of life might be severely affected by the fear of crime People may feel unsafe after dark primarily because they are afraid to go out on their own About a quarter are likely to believe that crime has increased a lot in recent years Teenagers noisy neighbours drugs and abandoned cars might be a big problem for some in this type of area It is much more likely than average for residents to have had their vehicle or mobile phone stolen Their most popular paper is the Daily Record followed by the Sun and News of the World TV is important to many and cable TV is popular In addition to Renfrew Airdrie Johnstone Clydebank and Linwood in Glasgow this type is found in West Dunbartonshire Dundee Aberdeen and Edinburgh 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
74. ay not be a practical option Incomes are low and most people are working in either manufacturing or the retail sector Some families will have both secured and unsecured loans and be struggling to cope with debts and credit card repayments Relatively few people pay their credit card in full every month Some may have been refused credit in the past These are low cost housing areas and the tenure divides evenly between those who own their property outright have a mortgage and are renting social housing The mortgagees are biased towards first time buyers and a high proportion might have self certified their incomes This type reacted much more slowly to the recession In these neighbourhoods significantly more new mortgages than average were being taken out until late 2008 Whether due to prudence or salesmanship a relatively high proportion may have income protection and or mortgage protection cover With low incomes car ownership is low and people rely on public transport or walking Price is key to their choice of food retailer There is very little money for luxuries although cable TV DVDs and the cinema are popular RECENT LIFE EVENTS Retired They may be more likely than average to use internet caf s which may in part be why they are less likely to shop online Holidays are a rarity but these people will tend to relax by exercising playing sport cooking or shopping for clothes Primark and Asda have recently been taking a
75. aying Golf Theatre Culture Arts LIFESTYLE INTERESTS Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated Lone parent family RECENT LIFE EVENTS Retired Prosperous Young Professionals Flats 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 During the recession unemployment in these areas did not increase as much as the national average but there was an increase in unemployment among managers and professionals Forty per cent of people live alone There are also high numbers sharing larger properties They are more often renting rather than buying however a proportion may own a second property possibly abroad Buy to let landlords have invested particularly heavily in these areas These people are keen readers and have wide interests which include art music the theatre and cinema They will often eat out in restaurants and pubs They really like to travel abroad and will take the full range of holidays including winter sun and snow weekend breaks
76. beyond that provided by the state Working people will be in routine jobs in shops on the factory floor or in other manual occupations This results in low incomes Whether due to their age or previous work a number of people suffer from long term illness The housing is small usually one or two bedrooms It is generally rented from the council or a housing association Fewer than half of these households have a car of any sort With so little spare money spending is limited to a funeral plan playing bingo and the Lottery betting and going to the pub These people are unlikely to be frequent high street shoppers preferring to buy clothing plants and gifts from low end catalogues by mail order Leisure activities are similarly limited Some may do a little gardening or go fishing Coach tours may be popular holidays In this type there is a fear of crime and concerns for personal safety While many may have worries that too few police is a cause of crime some feel that the police are not doing a good job Some might feel unsafe going out after dark However reasons for staying in may be illness and willingness to watch TV rather than their fears These older people tend to dislike waste so some seek to conserve energy or recycle However this may not extend to broader environmental concerns which some perceive as long term and less relevant This type can be found across the country but main concentrations are in the West Midlands
77. ccupations Small employers and own Bingo Cinema Percent UK Index Computer Games 1 8 DVDs Videos 3 3 37 Football Gambling 41 0 138 51 5 129 Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent LIFESTYLE INTERESTS UK Average account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Got married started living as married Couple with children Couple without children Lone parent family Well Off Managers Larger Houses These are affluent people living in smaller towns and villages throughout the UK Most are highly qualified professionals and managers with some self employed Although unemployment is very low twice as many of these managers are now claiming jobseekers allowance compared to the beginning of the recession Car ownership is high with many households having two or more cars Company cars are common and are likely to be of high value Although these neighbourhoods contain some retired couples or couples where the children have left home many households are families with children Parents are usually supportive of their education and children typically achieve more good GCSE or Scottish Higher passes than average These well off people are financially secure with high levels of savings and investm
78. codes to an area or national base profile to give an understanding of how your customers compare to the general population InSite is a simple to use and flexible neighbourhood analysis tool using GIS techniques It pulls together data from many sources to deliver comprehensive knowledge on any given neighbourhood and to communicate this knowledge through reports and maps Our consultants have experience in applying ACORN to a range of issues If you wish to discuss the most appropriate classification for your needs please contact us How ACORN is built We use a specialist team of CACI experts to develop our classifications No other UK organisation has as many people with experience in developing and applying geodemographic classification tools ACORN is built from a combination of government data and consumer research data Specifically we pull together census data many millions of lifestyle survey records and other data sets Over 400 variables are used to build ACORN and describe the different ACORN types Of these variables 3076 were sourced from the Census The remaining variables were derived from CACIS lifestyle databases and other sources Where data about an individual has been used the individual has given permission for its use in marketing and analysis The process of building ACORN and keeping it up to date has a number of stages The first stage uses government census data We use 35 demographic v
79. ding magazines on cars cooking and gardening 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 or take holidays in the winter Frequently shopping is done Started work for first time Divorced separated The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired online or by mail order with high spending on books DVDs healthcare clothing food and drink They rely on TV and radio for news but when they do read papers they tend to prefer the Daily and Sunday Telegraph These areas may include some of the closer communities in the country The majority of people feel that neighbours look out for each other and share the same values Crime and fear of crime appear to have less effect on peoples lives than anywhere else There is a strong presence of Farming Communities in the Scottish Borders IMid Wales Shropshire Cumbria and the South West of England A UK Average Bingo Cinema Percent 5 6 6 976 77 47 576 36 276 Housing UK Index Computer Games 32 DVDs Videos Football Gambling Social rented Private rented Owned outright LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Owned with mortgage loan Work Higher managerial and professional occupations Daily Express Daily Mail Lower manage
80. ducts and may feel they do enough environmentally While most people get their news from the TV the Daily Mail is the most popular newspaper These older people have enough to feel secure about their future DEMOGRAPHIC FEATURES DEMOGRAPHIC DATA INgo L EH Housing Percent UK Index NN Social rented 3 696 2l DVDs Videos Private rented 3 9 44 poet Gambling Owned outright 62 9 212 Gardening Owned with mortgage loan 26 7 67 Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occupations Daily Mail LIFESTYLE INTERESTS Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times The Guardian Small employers and own The Independent account workers The Sun Intermediate occupations SISBUMO QUOH paJney Lower supervisory and The Times technical occupation Have satellite digital TV Have digital cable TV Semi routine occupations Routine occupations Started work for first time Families Lost a job redundant Got married started living as married Had a child Couple without children Divorced separated Couple with children v E Z ul gt tu Lu ra Li E Z Lu 0 ul 4 Lone parent family Retired Type 32 Retired Home Owners Most of the people in th
81. e car owners Confidence in the police may be more polarised in these areas with those with strongest confidence outnumbering those with less confidence It is possible that nearly half the people feel there is a problem with teenagers hanging around the streets Drugs litter and noisy neighbours may also be problems in some cases Perhaps 576 of residents will have experienced violence and roughly a third think it fairly likely they will be attacked or mugged People are less likely to feel their neighbours will offer support or share their values This type is most heavily concentrated in Scotland in Glasgow and Dundee in particular In England it can be found in Plymouth Bristol and Sheffield 89 20 These are densely populated urban areas with a young multi ethnic population primarily in and around London Twenty five per cent of the population is black and 14 is Asian Households are typically students young singles and young families often single parents They live in small flats in purpose built blocks and normally rent them from the council a housing association or buy to let landlords A few will have purchased in these areas and some of these may have bought at a bad time They were slower to notice the recession and may be in negative equity Unemployment levels are almost double the national average although increasing less rapidly than anywhere else in the country The working population is mostly employed i
82. e has doubled to about 476 This is probably due to people switching from more traditional forms of saving and investment since the income they earn from these has declined over the same period 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 bird watching Taking the family to the cinema is also a favourite pastime They spend more on pop music and multimedia entertainment than most and buy from supermarkets more often than other groups PC ownership is common and they are comfortable with new technology Generally they tend to be satisfied with their lives In these families the woman tends to do the bulk of the cooking although the man is likely to consider he shares the cooking These are high income people successfully juggling jobs and families Housing Percent UK Index Computer Games UK Average Bingo Cinema 24 4 0 38 4 52 7 4 45 29 3 2 Social rented Private rented Owned outright Owned with mortgage loan DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Daily Express Daily Mail Daily Mirror Daily Telegraph Financial
83. e of the times being lower for many elderly residents and partly the educational levels of the younger residents Leisure interests include computer games football gambling bingo and going to the pub The tabloids are favoured reading Having the older generations aversion to waste they are likely to make the effort to take items to be recycled They will seek to conserve water and energy particularly where this saves money but otherwise may be less green than average These people are enduring hardship and for them life is a struggle 8 Old People Many High Rise Flats DEMOGRAPHIC FEATURES UK Index Social rented 66 2 381 Private rented 8 8 98 Owned outright 9 9 34 Owned with mortgage loan 74 18 Housing Percent Computer Games DEMOGRAPHIC DATA 379 UK Average Cinema DVDs Videos Football Gambling Gardening LIFESTYLE INTERESTS Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Type 53 Old People Many High Rise Flats This type contains the largest numbers of elderly people mostly living in blocks of flats There are few childre
84. e products by mail order Some may be regular though not prolific users of the internet Computer Games P DEMOGRAPHIC DATA ingo Cinema DV Ds Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent Have digital cable 1 Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated The Sun The Times Have satellite digital V V RECENT LIFE EVENTS Retired Leisure interests include fine art and antiques self improvement and education reading and walking Membership of the National Trust is common The Daily Express Daily Mail and Telegraph are the most popular newspapers in this type These people generally feel safe and comfortable with few worries about crime They tend not to go out after dark but that may be an age related choice rather than fear While some might perceive occasional problems with teenagers and vandalism it is unlikely these will be seen as a major problem Their main concerns are about neighbourhood noise This type is found in seaside towns such as Lytham St Annes Southend on Sea 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 RC Ud o i wa y C
85. efit Across the group as a whole benefit income is double the income derived from investments 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 A few perhaps a quarter still have a mortgage but these are rarely recent mortgages so they are among the least likely to be in negative equity The recession has had less of an effect on the housing market in these areas In their leisure time they enjoy gardening and golf They appreciate good food and wine and will go on regular holidays They are likely to have cut back on spending during the recession perhaps buying cheaper rather than fewer clothes Some of the high spending often by mail order on gardening and furnishing the home may also have been curtailed Since they live further away from shopping facilities or their place of work it is not surprising their environmental concern does not include a willingness to cut down on their use of the car They tend to conserve energy recycle and probably compost their garden waste These older affluent people have the money and the time to enjoy life UK Average Bingo Cinema Percent 1 4 3 0 34 54 3 39 1 Housing UK Index Computer Games 8 DVDs Videos Football Gambling Social rented Private rented Owned outright LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Owned with mortgage loan
86. ely low but doubled during the recession The term time student population in this type is above average Most of the housing is terraced with some converted flats Most households have two or three bedrooms Purpose built flats are rarer Renting from a private landlord is higher than the national average but many are buying their properties on a mortgage There are more first time buyers in these neighbourhoods Many mortgages are fairly recent with a high loan to value ratio so there may be some risk of negative equity A few people will have self certified their income to obtain a mortgage A high proportion of the landlords in these areas will be utilising buy to let mortgages The credit crunch may have damped their enthusiasm for switching credit card or mortgage provider but not their enthusiasm for shopping While their housing costs are high reduced interest rates and lower rents have allowed greater disposable income They are spending as much on clothing as in previous years more on children s wear Car ownership is in line with the national average with most households having one and some households having two cars Despite this most residents use public transport cycle or walk when travelling to work These individuals are slightly higher than average holders of savings and investment products such as ISAs unit trusts and stocks and shares They are also likely to use the internet for savings accounts to source credit card
87. empty nesters and better off retired couples Parents may encourage schoolwork and children tend to achieve better than average exam grades Flourishing Families are younger than other affluent groups so most households are still likely to be making mortgage repayments About half are likely to have remortgaged at some time seeking better deals They prudently tend to prefer repayment mortgages to tying up other investments There are some signs that after a sharp fall some people particularly first time buyers are starting to take out mortgages in these areas During the recession lower interest rates offer them more disposable income some of which may be used to pay off any debt more quickly They are spending less on items but might be buying more frequently so their overall spending is actually increasing Incomes are good since many have managerial and professional occupations These are the occupations that have suffered less from the rising unemployment in these areas However despite the rise unemployment remains below average Many will have cars pensions and health cover provided by their employer Car ownership is high and many of these families will have two or more cars These families are usually financially secure with many having a variety of savings and investments This group has significantly increased its investment in property Since the turn of the century the proportion of people with a second hom
88. ents 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 Families often live in large detached houses with four or more bedrooms which may be owned outright or being bought on a mortgage The mortgages are of higher value than average and the owners will typically have significant equity in their home Levels of remortgaging have been higher than usual as these families astutely sought the best deal Lower interest rates mean that many of these families will feel that they have more disposable income They may be spending more on clothing despite the recession and may be benefiting from better deals on household equipment and home furnishings Levels of PC ownership is high and the internet is used extensively 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 Started work for first time Lost a job redundant Divorced separated The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired computers photography and playing golf Eating out in restaurants is a regular occurrence as is a general interest in food and wine These are areas that feel safe and quiet The majority of people in th
89. ents as well as the Daily Star People in this type of neighbourhood have some concerns about walking alone after dark with worries about physical attacks They fear car crime break ins and aspects of anti social behaviour Some may feel that sentencing is too lenient and have less confidence in their local police than average They are less likely to support strong actions to protect the environment perhaps needing a financial incentive to be green and the reassurance that others are already doing such actions This type is 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 DEMOGRAPHIC FEATURES Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Percent Bingo Cinema UK Index Computer Games 23 5 35 DVDs Videos 13 2 147 Football Gambling 25 0 84 33 2 84 Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Time
90. er purchasing of mail order products in particular those relating to home interiors gardening Daily Express Daily Mail Daily Mirror Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Divorced separated Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Had a child RECENT LIFE EVENTS Retired clothing food and drink Similarly the internet is used to research and purchase financial products as well as cars holidays and other products Leisure interests include walking bird watching the fine arts antiques classical music and the opera Membership of the National Trust is also popular These people are substantially more likely than average to believe that they are part of a local community and that their neighbours will participate in community issues Favoured newspapers tend to be the Telegraph Times and Financial Times This type is found throughout the Shire Counties especially in Oxfordshire Cambridgeshire Great Shelford Gloucestershire Nailsworth Warwickshire Surrey Farnham Virginia Water Berkshire Cookham Bourne End as well as in West Midlands Hagley Hampshire and Sussex Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate o
91. erage to employ a home help for cleaning and ironing Fully a third of the people in this group are likely to have been educated at a public or grammar school and most people will have stayed at school beyond the age of 6 Unsurprisingly given their education and occupations incomes are high as are levels of savings and investments More than 5 of all their income is derived from investments although this Is likely to have declined due to lower interest rates and share prices These consumers are financially sophisticated and purchase a wide range of financial products They spend more than most on their home and their recreation Despite the recession the amount they spend on clothes shopping has increased Whether through private medicine health supplements or other therapies they spend more on their health than other groups They also spend a lot on school and university education for their children While they are less willing to cut their use of cars or planes to help the environment they tend to be pro environment They believe climate change is relevant to them and are less likely to require a financial incentive for green behaviour They may use eco friendly products and might have fitted energy saving bulbs throughout their homes More than half will compost their garden or kitchen waste They read the quality broadsheets and are likely to take two or more holidays a year In short these are consumers with the
92. ermediate occupations Lower supervisory and The Times technical occupation Have satellite digital TV Have digital cable TV Semi routine occupations Skilled Older Families Terraces Routine occupations Started work for first time Families Lost a job redundant Got married started living as married Had a child Couple without children Divorced separated Couple with children VE E FA UM gt tu Lu I LL E E Z Lu Lu 4 Lone parent family Retired Type 39 Skilled Older Families Terraces In some ways these areas exemplify the changing pattern of economic life over Cable TV is popular as are sports like football and rugby In these the past ten or twenty years predominantly White British areas there is sense of feeling secure in the home while having some concerns about their local area Some may feel concerned about mugging or attacks as well as burglary vandalism whilst they are out A higher than usual proportion of residents might report being the victims of theft from cars and damage to cars Some may exaggerate the view that crime has increased Once blue collar areas they are now home to office and clerical workers in addition to skilled 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 With a mix of people living in these streets there are relati
93. ermediate occupations The Guardian Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Divorced separated The Independent The Sun The Times Had a child RECENT LIFE EVENTS Retired Wealthy Working Families with Mortgages These are affluent families with school age children enjoying a good lifestyle They are found throughout the UK Schoolchildren in these neighbourhoods typically achieve significantly better exam results than average The proportion attaining five good GCSEs or Scottish Highers is high 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 These areas reacted quickly to the recession with an immediate decline in new borrowing however latterly mortgages have been slightly more readily available than average A number will own second homes The mortgages are usually for relatively high amounts and with lower interest rates these families may feel they are better off financially Car ownership is high with
94. es These illustrations of each type provide an overview of the wider range of topics for which information is available Using ACORN Retailers financial organisations and over 200 public sector organisations use CACI data to provide an accurate picture of the needs of their customers and local communities ACORN is used to understand customers lifestyle behaviour and attitudes or the needs of neighbourhoods and people s public service needs It is used to analyse customers identify profitable prospects evaluate local markets and focus on the specific needs of each local community You can learn more about your customers behaviour and identify prospects who most resemble your best customers by adding ACORN codes to a customer database Such an understanding of the ACORN characteristics of a market can also be used to drive effective customer communication strategies By assessing the ACORN mix of residents of a local neighbourhood you can define the residents demand for products and services in any local area and compare it to any other area in the country This supports strategic decisions on branch or store networks How can you use ACORN ACORN is licensed from CACI as a dataset of postcodes coded by ACORN Category Group and Type We can also provide our InSite profiling and mapping tool to assist in the use of the ACORN classification InSite enables the user to compare individual post
95. es 106 111 62 43 27 27 40 86 45 31 46 211 92 First time buyers 147 128 101 71 72 56 94 102 52 58 87 149 96 Finance Has investments of over 20 000 80 105 94 117 76 100 58 91 119 106 66 116 104 Has ISA 96 100 III 123 105 125 86 88 117 125 82 90 97 Has Unit Trusts 82 106 97 118 85 113 66 79 109 110 69 104 99 Has stocks and shares 108 102 126 122 115 117 84 73 97 109 82 95 101 Always pays credit card balance in full 9l 98 100 114 100 116 95 110 119 119 99 106 106 Has been refused credit in the past 105 104 88 74 77 66 85 106 6l 6l 89 107 96 Has had difficulty in making credit loan payments 103 99 84 77 82 68 86 103 48 59 84 8l 86 Unsecured debt greater than 15 000 120 126 129 90 112 86 92 107 53 72 8l 87 88 Education and work School children achieving good GCSEs 103 III 113 116 104 119 93 116 110 113 98 115 112 Children Unauthorised absence from school 90 88 65 60 69 60 89 96 71 59 86 82 80 Claiming jobseekers allowance 109 66 7 86 85 63 90 113 52 69 85 5 96 Rate of increase in unemployment 119 108 128 124 124 118 111 94 111 120 110 104 107 Internet use Checks prices online 119 127 134 109 III 106 89 117 64 86 78 86 95 Uses internet banking 132 137 145 112 112 104 84 107 56 84 73 86 98 Uses internet for gambling 125 123 112 90 98 74 87 112 58 67 82 102 101 Uses internet for online games 125 142 111 84 80 54 69 113 30 46 70 84 92 Reads newspapers online 95 112 102 99 107 103 89 132 73 87 8l 86 94 Uses internet to plan travel 97 95 125 123 130 120 9
96. es and living in the city car ownership levels are low and people use public transport Money is primarily spent on the children and there is little left for luxuries A third of all clothing is often bought from Primark Peacocks or Marks amp Spencer with Tesco or Debenhams taking the largest share of spending on womens wear Spending declined significantly during the recession as a function of both fewer and cheaper purchases This type is less likely to purchase things by mail order However those who do so are much more likely than average to default on payments for the goods Many people may have been refused credit in the past They are more likely to make minimum payments on their credit cards twice as likely to have Divorced separated Had a child RECENT LIFE EVENTS Retired unsecured loans of over 15 000 and more likely to be struggling to repay such debts Religion is an important part of the social life of some of the ethnic minority population About half avoid red meat and there is a higher than usual proportion of vegetarians They read newspapers and the Mirror Guardian and Independent are popular They may also have cable TV at home and other interests include buying clothes online gambling and gaming Preferred styles of music include hip hop soul gospel and new age Compared with elsewhere in the country more people may say they feel dissatisfied with their lives and more feel negatively about themse
97. es on the internet 95 91 107 103 97 93 85 Buys home furnishings on the internet 78 73 104 7 79 73 70 Buys music on the internet 88 88 109 101 94 90 85 Buys plants bulbs etc on the internet 76 75 101 87 91 76 73 Buys health supplements on the internet 129 118 101 90 92 89 85 Buys wine on the internet 50 52 92 60 70 60 60 Levels of spending Food and non alcoholic beverages 88 89 98 92 95 91 93 Alcoholic beverages and tobacco 64 70 82 86 106 III 123 Restaurants and hotels 75 79 105 88 94 88 89 Recreation and culture 79 76 99 94 99 91 88 Clothing and footwear 94 92 102 92 93 92 88 Furnishings household equipment and routine maintenance 75 74 99 84 92 86 82 Education 102 85 83 59 60 55 46 Health 63 70 103 83 100 89 85 Preferred channels Contact Mail 105 107 101 97 99 103 105 Contact Phone 88 87 92 104 103 104 100 Contact Email 94 94 108 97 92 76 75 Contact Face to face 162 152 118 III 112 123 110 Order Post 61 99 94 105 92 97 101 Order Phone 61 100 93 102 90 91 98 Order Online 49 III 97 93 85 77 86 Environment Uses a compost bin 110 52 95 49 86 61 48 Recycles glass and bottles 159 89 145 91 8l 122 54 Regularly buy eco friendly products 83 115 78 zl 59 8l 74 Health Smokers 8l 83 101 123 III 118 119 Person in household diabetic 221 179 85 110 97 96 108 Hospital admissions with heart failure 109 109 72 69 103 91 112 Perceived crime and local neighbourhood issues Noisy neighbours or loud parties 184 110 70 95 91 106 150 Peop
98. ese areas are likely to emphatically believe that they are part of a community where neighbours look out for each other Newspaper readership is largely of the broadsheets particularly the Telegraph Times and Financial Times This type is found in many counties including Hampshire Fareham Basingstoke Cheshire Congleton and Essex Maldon Brentwood as well as in Northern Ireland Lisburn Antrim 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 Over the past five years more of these people have been buying one or more second homes and now nearly one in six families will do so Employment is typically in managerial and professional roles Given the rural locations there is also a significant number of farmers Unemployment is low but rising faster than average with skilled trades being badly hit These are high income households and even those who have retired have good incomes Since it contains older people it is unsurprising that 10 of the income of this group Is in the form of a pension a significantly greater proportion than any other group A further 1276 of income comes from benefits of one form or another perhaps for carers the disabled and incapacity ben
99. et for gaming and gambling Cars are relatively rare so transport is by bus train tube or walking Fewer than a third will drive to work A significant majority do their main food shopping on foot Some of these young people may have health problems in the future Over the past few years perhaps one in seven has become overweight There are more smokers and more people than usual will have taken up smoking in the past five years 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 Bingo Cinema Housing Percent UK Index Computer Games 13 4 77 DVDs Videos 32 2 358 d Gambling 19 1 64 29 5 74 Social rented Private rented Owned outright LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Owned with mortgage loan Work Higher managerial and professional occupations Daily Express Daily Mail Daily Mirror Lower managerial and professional occupations Daily Telegraph Financial Times Intermediate occupations The Guardian 40 Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Have satellite digital Have digital cable 1 Started work for first time L
100. f students sharing rented accommodation and some first time buyers Overall the relatively large families and the number of students sharing make these houses some of the most crowded in the country These areas of low priced housing have some of the highest concentrations of first time buyers and a high proportion might have self certified their incomes This type reacted much more slowly to the recession in that until late 2008 significantly more new mortgages were completed in these neighbourhoods than average Unemployment levels are much higher than average Although these areas have some of the highest numbers claiming jobseeker s allowance the recession caused less increase in unemployment here than elsewhere 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 are likely to be concentrating on bringing up their young families This type has the highest number of children under the age of four Incomes are low and with families to support there is little to spend on anything but the essentials They will buy their food at Asda and Morrisons The supermarkets and retailers such as Primark and Matalan are used for a significant proportion of their clothes shopping These poor neighbourhoods will include people who are struggling to repay loans and credit card debt Minimum card payments and loan consolidation are more frequent than usual A nu
101. g jobseeker allowance increased faster than many other areas but remain lower than average Fresh air suits these people They play golf go walking and bird watching As a result of these interests their donations are more likely to support environmental or wildlife charities Weekend visits to places of interest mean they are likely to have taken out membership of the National Trust These are Daily Telegraph and Daily Express readers and may read motoring sport or gardening magazines Residents are more likely to consider these to be close communities where people share the same values These are felt to be safe areas and people tend to think it fairly unlikely they will themselves be a victim of crime This type is found in many parts of the country including Halifax Huddersfield Stroud Blaby Stevenage and Cambridge se Jy SUIUMO WOH SUODU 3JPPIN DEMOGRAPHIC FEATURES DEMOGRAPHIC DATA Bingo Cinema Percent Social rented 5 6 Private rented 3 526 39 25 2 85 63 2 Housing UK Index Computer Games 32 DVDs Videos Football Gambling Owned outright LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Owned with mortgage loan Work Higher managerial and Daily Express professional occupations Daily Mail Daily Mirror Lower managerial and professional occupations Daily Telegraph Financial Times Intermediate occupations The Guardia
102. hically this type occurs in various locations including Canterbury seaside towns such as Folkestone Hastings Skegness and Scarborough and Scottish towns such as Montrose Dunoon Leven and Gourock Percent UK Index 13 2 76 31 8 354 12 6 43 16 3 4 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Theatre Culture Arts Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Student Terraces This type contains very high proportions of younger people and it is rare to find many people over the age of 45 Students account for 38 of adults living in these areas during term time This is over five times the national average Married quarters in the vicinity of military areas may also house these concentrations of young people 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 The small instances of owner occupancy will often be first time buyers unable to afford better locations This type has a relatively transient population and there are correspondingly
103. hing the end of their term so there is hardly any chance of houses falling into negative equity After following the national picture during the recession the mortgage market in 2009 started to show signs of more activity than average 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 Unemployment is lower but increasing more rapidly than average Broadly these people feel comfortable with fewer feeling themselves to have financial difficulties However some may expect their financial situation to get worse Since they were never high spenders the recession did not lead them to make significant cuts Given that their children tend to have left home and they have very little mortgage left to pay many will have a reasonable disposable income They may also have some investments for security in their old age Lower Income due to low interest rates and a lower stock market are likely to be a concern for these people 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 leisure activity Climate change is perceived to be too far in the future to be a worry to many of these people While they might avoid waste and recycle they are less likely to buy eco friendly or fair trade pro
104. iddle Income Home Owning Areas These are comfortably off middle aged people living outside major towns The children of these middle aged couples may have flown the nest thereby allowing the parents a comfortable lifestyle Family incomes are good and there is plenty of room in their three or four bedroom houses With a couple of cars on the drive these managers and skilled workers are generally free from major financial worries Many have paid off their mortgages others may have prudently protected their futures with mortgage protection policies life cover and accident insurance Modest investments will have been carefully spread across ISAs unit trusts and high interest accounts They will be preparing for their retirement with a private pension Reaction to the recession was quick house moves and spending reduced more rapidly than average Typically there is sufficient equity in their home to protect against falls in house prices and low interest rates allow extra money for saving or overpaying the mortgage These people tend to spend more on recreation culture and health They are reasonably confident online where a range of goods might be purchased Mail order shopping might include clothing home furnishings garden equipment food and wine It is more likely than usual to find people who use their Nectar or Tesco clubcard Traditionally these neighbourhoods experience low unemployment During the recession the number claimin
105. ill have had to take out extra debt to cope with difficulties with housing costs This has become more frequent in this type as first time buyers have had to cope with the increases in house prices and rents since the turn of the century A few may become a couple of months in arrears on their housing costs This group has more owners who have taken a mortgage out in the years Just preceding the recession The fall in house prices means that some of these may be in negative equity 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 In these neighbourhoods the unemployment in these occupations is rising faster than average but is still not high Most of the women in this group work full time Most households have a car with some having two Incomes tend to be good and some will have moderate savings or investments Their spending is not particularly high housing and communications costs being a large part of their income They spend more than average on eating out and clothing As a response to the recession they bought clothes of a lower price although since they purchased more frequently spending may have increased They enjoy sport and exercise and may visit the gym regularly Leisure time is also spent watching TV going to pubs and restaurants and listening to music
106. in these areas the recession led to cheaper housing costs in the form of lower rents and lower interest rates Some of the few owners might now be in negative equity Although historically relatively few have fallen into arrears they are significantly more likely than average to have self certified their income when obtaining their mortgage 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 Although unemployment is higher than average it increased less rapidly than average during the recession These people do not need cars given their urban lifestyles Instead they will get about by walking and using 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 Interests include cricket cinema watching DVDs They may use the internet for games or gambling Urban dance jazz and gospel music may be popular in these neighbourhoods 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 Financial Times Guardian Observer or Independent Had a child RECENT LIFE EVENTS Retired Areas They will use channels such as telephone internet and mobile phone for shopping banking a
107. ion Semi routine occupations Routine occupations Families Couple with children Couple without children Percent UK Index Bingo Cinema Computer Games 22 5 129 DVDs Videos 15 19 168 rooted Gambling 26 3 89 Gardening 31 4 79 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated LIFESTYLE INTERESTS UK Average DEMOGRAPHIC DATA Lone parent family Type 38 Low Income Asian Families It is mainly young Asian families who live in these old terraced streets in some of our major towns and cities The rest of the population in this type is ethnically diverse Living alongside these families is a 276 student population sharing rented accommodation There are very few people with qualifications and unemployment levels are high Although these areas have some of the highest numbers claiming jobseeker s allowance there has been proportionately less of an increase in unemployment here as a result of the recession For women in these areas their primary occupation is bringing up their families There is also a significantly high number of single parents and for them work m
108. ional Scottish tenements They are small one or two bedroom properties and will be mostly rented from the council or housing associations A few mortgages exist in these areas including first time buyers only able to afford lower value flats but are three times more likely to have been in arrears in the past The population is young and there are many school age children with young parents The level of single parents is one of the highest in the country With such young families many women are fully occupied looking after their children These are areas where children may achieve poorer exam results Across this type fewer than one in 20 children achieves five Higher passes Levels of truancy and persistent absence are likely to be high Although unemployment has increased less rapidly than average these areas traditionally had more unemployment and still have high numbers claiming jobseeker s allowance and many long term unemployed Those that are working are in routine factory manual or retail occupations and overall income levels are among the lowest in the country They have to consider their budgets when shopping for food and retailers such as Asda or the Co op may be where they choose to go Some may buy mail order goods from the traditional catalogue companies so that they can spread their payments More than usual might be late with their payments It is possible these households may have debts from multiple unsecured loans or h
109. ional 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 established at the top of the social ladder they are healthy wealthy and confident consumers Group A Wealthy Executives Group B Affluent Greys Group C Flourishing Families 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 Those who have not already paid off their mortgage are most likely to have high value mortgages yet still have significant equity in their home About one in six of these families will own a second home These 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 Although levels of unemployment are the lowest in the country the rate of increase Is more rapid than elsewhere Households are a mix of middle aged families empty nesters and wealthy retired Their teenage children tend to achieve some of the better exam grades in the country Car ownership is very high with most households having two or more cars one of which is likely to be a high value company car These families are twice as likely as av
110. ird owning outright House prices and thus mortgages are lower than average Some tend to remortgage seeking better rates or equity withdrawal A number have been in arrears on their mortgages in the past Most households have access to a car but usually a smaller inexpensive model possibly bought second hand A high proportion of clothes are bought from supermarkets stores such as Primark or from mail order catalogues which are used more than average They are likely to have cut back on their clothes shopping as a result of the recession They are less likely to shop online or to research prices before shopping in stores Food might be bought at Asda or Morrisons These people are likely to take one main holiday a year probably a package 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 People are more likely than average to be smokers and to play the Lottery Compared to the national average more might feel that the police do not understand the needs of their community and they lack confidence that police will be there when needed This above average fear of crime may be exacerbated by some having less confidence that they could rely on their neighbours They believe that crime is on the increase and that court sentences are too lenient Tabloid
111. is type are over 60 and no longer work As a result These people do not read many newspapers but when they do they they have modest incomes but they are comfortably off will almost certainly pick the Daily Mail or Daily Express or subscribe to P magazines on subjects such as food or gardening and the Radio Times Typically they live in bungalows with two or three bedrooms The vast majority of them own their homes outright some will have mortgages These people feel part of a close knit community and are more likely to Throughout the recession this type seemed more ready or able to renew feel confident that neighbours will help each other While they generally feel mortgages and early 2009 saw a sharp rise safe going out at night many may not do so typically because of poor health commitments to spouses and a preference to stay in With fewer having a mortgage to pay these people can afford reasonable spending and are less likely to have cut back as a result of the recession There may be a feeling that crime results from too lenient sentencing and a Credit cards are used prudently for shopping and generally paid off in full lack of discipline in schools They might believe that the criminal justice system each month They are happy to spend more on their main car which they is weighted too much towards the rights of those accused rather than victims take care of and put in their garage every night of crime They may be more prolific mail o
112. ity There will be a significant proportion of first time buyers and many recent mortgages with high loan to value ratios A few of these will be buy to let mortgages taken out by prospective landlords who may well have lost significantly on their property venture The housing market in these areas is likely to have stagnated since the volume of mortgages taken out during the recession fell by a factor of three Most of the employment is in blue collar jobs in manufacturing mining and other manual occupations with shop workers also common Levels of unemployment have risen faster than average with the minority white collar professional workers in these neighbourhoods experiencing a significant increase in the numbers claiming jobseeker s allowance Levels of educational qualifications are generally low Car ownership is below the national average and many people travel to work on foot or cycle Incomes are on the low side so there is little scope for investments and savings Use of credit cards is below average and it is less usual for the full amount to be paid off each month RECENT LIFE EVENTS Retired Leisure interests include camping angling bingo horseracing and rugby as well as watching cable TV and going to the pub Some use the internet although with the exception of gambling they are less likely to make transactions over the web Popular newspapers include the Daily Mirror and Daily Sport and their Sunday equival
113. l afraid to walk in the neighbourhood after dark Relatively high proportions might be worried about being mugged raped or attacked perhaps due to the colour of their skin In these areas the chances of finding somebody who has had something stolen from their person are much higher than average Incomes are low and people in this type may be in debt and have difficulty repaying loans or making minimum payments on their credit card bills A number have been refused credit in the past Fewer than usual purchase from catalogues but they are more likely to default on payments for the goods Like all urban types newspapers are popular Readership is diverse and includes the Sun Daily Mirror Daily Sport Guardian and Independent This type is mostly found in Inner London in areas such as Southwark Hackney Lambeth and Tower Hamlets There are also similar areas in central Birmingham 9 22 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Bingo Cinema Percent 58 2 13 1 146 9 0 30 14 4 36 UK Index Computer Games 334 DVDs Videos Football Gambling Gardening Playing Golf Theatre Culture Arts
114. l rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Bingo Cinema Percent UK Index Computer Games 21 4 123 DVDs Videos 17 8 198 ida Gambling 20 376 68 Gardening 35 7 90 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married LIFESTYLE INTERESTS Couple with children Couple without children Divorced separated Lone parent family Singles and Sharers Multi Ethnic These are metropolitan white collar populations with high concentrations of ethnic minorities The accommodation is small often only one or two bedrooms About 35 of the population is black or Asian Both minorities occur in broadly equal proportions across this type People are generally younger typically under 40 There are some single parents but most households are single people renting and sharing flats or terraced houses although about a third might be buying with a mortgage For many
115. ldren 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 The teenage children tend to achieve better than average exam results with reasonably good pass levels in English and Maths Over time these families have built up investments in ISAs stocks and shares or in a savings account Some have paid off their mortgage so have equity in their house The majority still have a mortgage and are more likely than most to have remortgaged either to release equity or for lower interest rates A small number may have self certified their income for these mortgages The company pension is an important provision for the later years of these householders lives They are more comfortable with the more traditional face to face contact at a bank branch or using the post to buy by mail order rather than using direct channels such as the internet While this type are not usually prolific online purchasers there is a good chance their holidays are booked online T hey have the money to take regular holidays perhaps a winter sun break as well as a summer holiday These people watch a lot of TV but also enjoy golf gardening and an occasional meal out in a restaurant They tend to spend a little more than average particul
116. le 8 82 UK Index 314 53 4 59 Percent 54 6 4 8 12 126 23 4 Housing Social rented Private rented Owned outright Owned with mortgage loan Computer Games e in i e Al pp LIT able 1 mr LE S Bingo Cinema DVDs Videos Football Gambling Gardening LIFESTYLE INTERESTS Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Got married started living as married Couple with children Couple without children Lone parent family Large Families and Single Parents These are some of the poorest young families in the country These neighbourhoods have exceptionally high numbers of children and a young age profile The level of single parents is three times the national average Levels of truancy and absence are likely to be particularly high Some of these children may achieve the poorest exam results and some of these areas may have the highest proportions of pupils leaving school with no GCSE or equivalent passes Housing is mainly three bedroom terraces or sometimes semis mostly rented from the council For the larger families this means some overcrowding Perhaps one in 20 might be first time buyers
117. le being attacked or harassed due to skin colour 416 522 128 137 86 77 134 People using or dealing drugs 178 159 85 114 98 142 124 Teenagers hanging around on the street 58 103 128 139 118 104 104 Vandalism graffiti deliberate damage to property 43 47 116 120 108 95 88 Ever felt unsafe because of the behaviour of other people in pubs or bars 306 67 124 80 98 135 136 Have had something stolen from their car 28 176 148 80 79 156 110 Ever had force used against themselves 247 71 68 148 95 145 118 lO Characteristics of ACORN Types Represented as an index against the UK average CATEGORY 5 Group N Group O Group P Group Q Types 46 47 5 53 54 55 56 The housing market Average value of mortgage 69 65 62 59 56 63 67 56 61 67 60 122 116 Mortgages taken out with loan to value over 90 158 170 207 218 233 208 179 233 241 201 228 137 147 Interest only mortgages 76 76 77 75 64 73 85 71 83 104 92 124 124 Buy to let mortgages 45 48 57 72 57 61 77 77 101 165 139 193 189 First time buyers 144 150 170 193 215 206 165 214 216 207 223 220 225 Finance Has investments of over 20 000 32 28 30 25 17 22 27 18 24 21 24 39 37 Has ISA 52 46 46 38 29 33 36 27 30 24 27 34 32 Has Unit Trusts 38 36 34 32 22 24 36 25 21 32 23 32 28 Has stocks and shares 56 5I 50 44 33 37 47 34 38 39 36 44 39 Always pays credit card balance in full 71 71 67 60 5 49 68 53 5 62 5 66 64 Has been refused credit in the past 127 130 145 150 171 176 148 168 188 180 189 204 205 Has had
118. le is little affected by fear of crime High family incomes support a good lifestyle Two or more cars are This type is most often found in East Anglia North Yorkshire and common at least one being a pricier new model There is also money left Leicestershire over for investments in guaranteed income bonds regular savings plans and high interest investments Some householders will have a private pension plan Surprisingly given the relative affluence of these neighbourhoods a few people may have been in arrears on mortgage repayments at some time in the past There has been a tendency to remortgage more often than average switching to more attractive rates or possibly withdrawing some equity In general these families will spend a little more than average particularly on household furnishings recreation and clothing While the recession may mean they buy less expensive clothes they may shop more frequently This is a gentler traditional lifestyle with outdoor activities such as golf gardening bird watching hiking and visits to places of interest such as stately homes Families eat out only from time to time At home there is interest in good food or wines and subscriptions to magazines such as Good Housekeeping Schoolchildren in these neighbourhoods typically achieve better exam results than average The proportion attaining five good GCSE or Scottish Highers tends to be above the national average 2 28 UK Index 20 53
119. logy but dont yet have the financial means to do so Some are making use of an overdraft and a number are struggling with large debts Their phone bills are large and their credit card limits low They will switch to seek better rates and interest free periods on their debt Lifestyles are active socially and physically Exercise dance and sport are popular In the evenings they go the theatre cinema or clubbing More relaxing moments are spent listening to music watching DVDs or reading books or magazines They are more likely to use eco friendly products and profess to being keen to do more to help the environment Some will eat healthy foods and take vitamin supplements but many choose to eat fast food and take aways for convenience These people are interested in current affairs While news may be followed online they are also readers of the Guardian Observer Independent and Times People are less likely to feel their neighbourhood is a close community Few think neighbours would do anything if somebody was being attacked A particularly high proportion of residents feel that racial attacks are a problem in their neighbourhood and people are twice as likely to have been the victim of an attack in the past University towns such as Oxford Cambridge and Edinburgh are the main geographical locations for this type who are also found in places such as Brighton Canterbury Nottingham Newcastle and Lancaster Housing Socia
120. lties repaying loans or credit card debt Betting and the Lottery are perceived to offer the chance of more money and a better standard of living Leisure activities are restricted to low cost activities such as angling bingo listening to music and watching television There is some uptake of cable TV and digital television Children in these families tend overall to achieve poorer exam results In some of these areas relatively high proportions of pupils leave school with no GCSE passes Levels of truancy are likely to be well above average p 80 UK Index 218 62 68 79 Percent 38 0 5 6 20 3 31 6 Housing Social rented Private rented Owned outright Owned with mortgage loan Computer Games Bingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times
121. lves Relatively few people might say they enjoy living in these neighbourhoods These areas have the largest proportion of residents who feel attacks and harassment due to skin colour are a major local problem Drugs intimidation and noisy neighbours are also more likely to be cited as problems in these sorts of neighbourhood Although relatively few people think the police are doing a particularly poor job they are more likely to be found in these areas than anywhere else in the country This type is almost exclusively found in London in areas such as Tower Hamlets Hackney and Southwark The only other place with significant numbers outside London ts central Birmingham London Kensington Village Avonmore Road London W14 8TS 44 0 207 602 6000 a 207 603 5362 www caci co uk ACORN Info caci co uk CACI Limited 2010 All rights reserved
122. mber of people here may have been refused credit RECENT LIFE EVENTS Retired Their religion is very important to them and religion related 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 These neighbourhoods are likely to show a high level of concern about crime Worries about being the subject of racist attacks are typically over four times the national average and are higher than usual relating to crimes such as mugging robbery and rape Wider concerns are illustrated by the proportion expressing fears about walking after dark and the risk of physical attack As many as might have personally experienced force or violence in the past a higher proportion than in any other ACORN type The most popular newspapers are the Daily Mirror Guardian and Independent Very high concentrations of these neighbourhoods are found in Bradford Southall Blackburn East London and Birmingham Low Income Asian Families DEMOGRAPHIC FEATURES Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupat
123. milies Couple with children Couple without children Lone parent family UK Index 278 Bingo Cinema Computer Games DVDs Videos 75 sg Gambling 6l Gardening 5 Playing Golf Theatre Culture Arts LIFESTYLE INTERESTS Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated Retired RECENT LIFE EVENTS Single Elderly People Council Flats There are high numbers of pensioners in these areas renting purpose built flats More than 4076 of the population is over 60 and every other age group Is under represented Almost one in three people in this type is a single pensioner and unsurprisingly levels of long term illness are double the national average Mirror at the weekend For those of an economically active age unemployment is relatively high and people tend to work in routine jobs in manufacturing and retail The average household income levels for these areas are among the lowest in the whole country Fewer than usual will have a credit card while more will have been refused credit Some might be having difficulties repaying debts Housing in these neighbourhoods is typically small one or two bedroom purpose built flats rented from the council or a housing ass
124. money and the space to enjoy very comfortable lifestyles UK Average Cinema Housing Percent UK Index Computer Games Social rented 1 1 6 DVDs Videos Football Private rented 3 9 43 B a Gambling Owned outright 47 3 Gardening Owned with mortgage loan 45 3 Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occupations Daily Mail LIFESTYLE INTERESTS Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times The Guardian Small employers and own The Independent account workers The Sun Intermediate occupations Lower supervisory and The Times technical occupation Have satellite digital TV Have digital cable TV Semi routine occupations Routine occupations Started work for first time Families Lost a job redundant Got married started living as married Had a child Couple without children Divorced separated Retired Couple with children RECENT LIFE EVENTS Lone parent family Wealthy Mature Professionals Large Houses This type contains the most affluent people in the UK They live in wealthy have a well developed interest in the arts classical music opera and jazz high status suburban and semi rural neighbourhoods particularly in the as well as enjoying fine wine and gourmet food They may subscribe to Home Counties Most are highly qualified professionals senior executives and magazines o
125. more working from hore in this type In this wealthy type unemployment has traditionally been very low however the recession has brought a larger than average increase in unemployment including a quadrupling of the number of unemployed managers Residents tend to be older aged 45 plus with fewer children and more retired people The few schoolchildren in these neighbourhoods typically achieve significantly better exam results than average Housing is spacious with four or more bedrooms mostly detached and at the upper end of the property price ladder Reflecting the older age profile more properties are owned outright than being bought on a mortgage The mortgages are of higher value than average and the owners have a significant equity in their home again reflecting the older age profile A relatively high proportion will be using interest only mortgages presumably having some independent repayment vehicle among their investments A significant number of these families will own a second home Relatively few of these residents live in locations offering easy access to public transport Car ownership is high with more people commuting by car than by rail Fwo or more cars per household is common with high value cars being the norm These are financially astute householders with high levels of ownership of stocks and shares unit trusts and guaranteed income bonds Their less than central locations may in part be the reason for high
126. mple pastimes such as gardening pets and wildlife are popular While the recession and low interest rates mean they earn less from their savings the high proportion living on retirement annuities mean spending levels did not decline significantly They have always been reasonably frugal when shopping for food and clothing Among other items they buy clothing plants and health products by mail order prize draws and free offers being an incentive for some Fewer are online and the internet is not a favoured channel They dislike being contacted in person but may prefer the landline telephone People in these areas may feel less safe than average going out They feel safe at home but fear their homes will be broken into They may be concerned about rising crime and both leniency in sentencing and a lack of police are seen as significant causes of crime Paradoxically they are unlikely to feel that their local neighbourhood has problems with crime or anti social behaviour These householders read the Sun Daily Mirror and Daily Express This type is found in parts of Norfolk Lincolnshire Northumberland and Dorset as well as in towns such as Scarborough Kings Lynn and Blackpool S a doad AIPJO SALUODU JIMO7T SIUSI 60 These are comfortably off retired people found in many seaside towns and elsewhere around the country There are many over 5s as well as younger retired A lot of the households are pensioner couples or
127. n Working Families with Mortgages Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Type 28 Working Families with Mortgages These are family suburbs in relatively prosperous post industrial areas Households tend to be larger families often with primary school children They are typically buying their three or four bedroom semi detached house on a mortgage Mortgages are typically of lower than average amounts with a higher than average proportion being remortgages The proportion of higher loan to values possibly suggests equity release has been used for other purchases A small number of these families mortgages may have been in arrears in the past Incomes are above average These people either work in middle management or clerical jobs or have a skilled trade The main income is often supplemented by women working part time Some may have loans even unsecured debt as high as 15 000 but fewer say they have difficulties with repayments Traditionally these neighbourhoods experienced low unemployment More recently the number claiming jobseeker allowance has increased faster than average including among the white collar workers Now unemployment is above average Most will have made adequate pension provision through company or private schemes and many will
128. n and young people Almost 5076 of residents are over 60 with very high proportions of the over 5s Most households are single person particularly single pensioners often retired widows These neighbourhoods have a high population density because of the type of housing they contain Nearly 75 of residents live in purpose built flats rented from the local authority or housing associations Many flats are in high rise blocks There are very low levels of owner occupation Flats are small mostly one or sometimes two bedroom A couple of years ago a few first time buyers bought flats in these areas During the recession this trend dropped to a much greater extent than the national housing market These are relatively deprived neighbourhoods with long term illness three times the national average and unemployment higher than the norm despite high levels of retirement Incomes are very low with few people having any savings Some people will have borrowed and be having difficulty repaying their debts Others may have been refused credit Car ownership is low with most residents dependent on public transport and walking to get around Most people in these areas walk to do their food shopping These older people may buy from catalogues in particular they purchase relatively high amounts of health products by mail order Many have never used the internet or possessed a mobile phone Fewer than average will have a credit card Given the older
129. n average Car ownership is high with two cars very common One of the cars is likely to be a high value company car 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 The housing market in these neighbourhoods although declining has been slightly more buoyant than average perhaps because those who live or wish to live here have good incomes and substantial deposits for a mortgage These affluent individuals have high levels of savings and investments and high incomes They also have high credit card limits and high credit card usage They make investments using financial advisers and brokers as well as going directly through the internet Internet banking is very common Many will buy specialist wine and food by mail order or over the internet They also buy a lot of rock classical and jazz music often buying CDs from specialist outlets rather than mainstream retailers They purchase more digital downloads than most other people Generally these areas have fewer problems than average however some residents may still complain about drunken or rowdy behaviour or racial harassment People in these areas may tend to feel the police are
130. n average numbers of people with long term illnesses these areas are beginning to experience some need for social services While the younger people aspire to gold cards interactive TV and telephone banking the reality is they have low limits on their credit cards some will have unsecured loans and be struggling to repay sizeable debts Others may have been refused credit Their spending on food is low Few people own a car with those who do paying high insurance premiums Most get about on foot by bike or public transport The pub is a relatively popular place for eating either at lunchtime or in the evening Leisure interests might include cinema football and gambling At home they might unwind by listening to music watching DVDs playing computer games or reading They may use the internet for games or gambling Music genres that are popular in these neighbourhoods include dance urban and country Many will find noise outside their house to be a big problem Litter and drunkenness are other problems cited by a relatively high proportion of these people About 7 of people in this type have never heard of Neighbourhood Watch schemes Given the smaller housing they spend a large amount on heating and fuel They are already trying to cut down on their use of gas electricity and water A number of those who have tried to recycle have found it difficult to keep up and some are at best ambivalent to environmental issues Geograp
131. n routine manual occupations but more recently some office and public sector workers may have moved into these areas There is also a significant student population Household incomes are very low with many earning less than 10 000 per annum Single parenthood unemployment and low incomes mean that benefits provide a significant proportion of the total income There is little money left for discretionary spending particularly for those with young families More than half may be finding repayments on loans to be something of a burden with a quarter having significant difficulty Spending during the recession was significantly curtailed Car ownership is very low and everyone is dependent on public transport Most live close to their workplace and food shopping is often done on foot or by bus Like other young people they are interested in music cinema DVDs computer games football shopping and fashion They are interested in current affairs and while tabloids are most popular significant numbers read the Guardian and Independent This group has a high proportion of smokers and the highest proportion of people who have become overweight over the past few years Fewer than average are satisfied with their life and a number may spend a lot of time worrying about things These young multi ethnic communities maintain a sense of vibrancy despite obvious hardship Housing Percent UK Index Com Bingo Cinema puter Games
132. n scheme which might be supplemented by a private pension Traditionally these neighbourhoods experience low unemployment but the numbers claiming jobseeker s allowance increased during the recession and although still below average unemployment is increasing faster here than elsewhere Incomes are well above average Some might make small investments in stocks and shares and in ISAs and may start a child savings plan Others may have taken out car loans or other secured borrowing 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 may use a mixture of store and credit cards for their shopping and are likely to frequently switch provider Credit card spending is regularly quite high Some may have reduced their spending on eating out and clothing and put off spending on household furnishings They frequently buy and research a wide range of goods online and are likely to prefer this channel for financial services and other activities Mail order shopping is quite frequent particularly for children s goods Again the internet is the preferred channel Furope 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 go to the cinema fairly frequently At home they watch satellite TV
133. n topics such as homes gardening food and cooking busi often in their 40s and 50s A RO These areas are more likely to have Neighbourhood Watch schemes and the Unemployment is traditionally very low but there has been an increase of most likely to say that neighbours look after each other although residents nearly five times as many managers signing on for jobseeker s allowance generally consider their neighbourhood to be a safe place Typically people While unemployment was only a quarter of the national average it has now perceive the biggest risk they face will be having their house broken into risen to half the average Few of these residents will ever have been subjected to aggressive or i violent behaviour They live in large detached houses with four or more bedrooms many of which are owned outright Otherwise these home owners are typically Schoolchildren in these neighbourhoods on average achieve significantly repaying some of the biggest mortgages in the country Some may be better exam results Parents encourage their children to do well and the minimising repayments with interest only mortgages Mortgages are small proportion attaining five good GCSEs or Scottish Highers is generally the compared to the price of the house so the majority are in little danger of highest in the country negative equity during the recession A relatively high proportion of these A Wee broad RAV This type is found in large numbers in the
134. n well above the national average Although fewer than half feel able to save from their current earnings most people in this group have some small 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 Reaction to the recession was to sit tight With lower interest rates there is less need to remortgage to seek better deals Both men and women cut back on the amount of clothes they buy Spending on alcohol and tobacco is below average hey may enjoy leisure activities such as golf eating out and gardening These are the stable suburban families that make up much of middle Britain du 104 D eVo e o0 rub le 2 DE 3 7 K C O JG O E oO 3 a D o0 c O gt DEMOGRAPHIC FEATURES Percent UK Index Social rented 4 5 26 Private rented 6 876 75 Owned outright 20 2 68 Owned with mortgage loan 65 3 Housing Computer Games P DEMOGRAPHIC DATA ingo Cinema DVDs Videos Football Gambling Gardening LIFESTYLE INTERESTS Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families
135. nal occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Percent UK Index Bingo Cinema Computer Games 8 4 48 DVDs Videos 1 99 132 ponte Gambling 30 8 104 Gardening 45 6 15 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated LIFESTYLE INTERESTS DEMOGRAPHIC DATA Lone parent family Type 42 Home Owning Families Terraces Young families with two children under ten living in small older terraced housing characterise this type Adults tend to be in the 20 40 age group with fewer older and retired people There are also reasonable numbers of single parent households This is the ACORN type with the highest incidence of terraced housing The houses tend to be small with two or sometimes three bedrooms and at the lower end of the house price scale Seventy per cent of households are owner occupiers with most buying on a mortgage Most of the remainder are renting from private landlords with a smaller proportion renting from the local author
136. 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 and semi detached houses and purpose built flats including high rise blocks Properties tend to be small and there is much overcrowding More than 50 of the housing is rented from the 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 are the people who are finding life the hardest and experiencing the most difficult social conditions Group N Struggling Families Group O Burdened Singles Group P High Rise Hardship Group Q Inner City Adversity 76 These are low income families living on traditional low rise estates While most rent their homes from the council or a housing association some have bought their houses 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 Erther way there may be an element of overcrowding On some estates there are high numbers of single parents while on others there are more elderly people Some people may be in poor health General health problems f
137. nd read home and gardening magazines Some may like angling walking and have an interest in wildlife They are more likely to prefer classical easy listening or folk music and to watch comedy and drama on television They are more likely to use the internet for browsing and planning travel than for shopping While they use the internet and mobile phones these people might be happy with traditional channels of communication 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 or Daily Express The vast majority enjoy living in these areas They feel their neighbours are willing to help and that people will participate in organisations for the benefit of the community While only half of these areas have Neighbourhood Watch schemes these are well supported with the majority of residents taking part There is a high concentration of these neighbourhoods in areas such as Lincolnshire Spalding Norfolk Heacham Watton and the Scottish Islands Pockets may also be found on the South Coast for example in Whitfield Rottingdean or Ferndown 23 24 These are wealthy 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
138. nd social activities They tend to dislike having to visit branches Financial provider may be switched more frequently than average Many have significant secured or unsecured debt and many have consolidated their loans A number have been refused credit They may have been sold insurance protecting them against things such as loss of income Many residents in these areas do not feel there is a close community and few expect their neighbours to be neighbourly A significant minority consider racial or religious harassment to be a problem in their area One in five residents may say they are very worried of becoming a victim of crime A similar proportion may be worried about being raped or physically attacked by strangers This type is mainly found in Inner London and outer metropolitan areas such as Waltham Forest Haringey Newham Brent Greenwich Croydon and Redfield 44 42 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Bingo Cinema Percent 19 6 24 3 270 20 7 70 29 8 75 UK Index Computer Games ME DVDs Videos Football Gambling Gardening Playing Golf Theatre Culture Arts Daily E
139. ndon in Westminster Camden Islington Wandsworth Hammersmith and Fulham as well as in Brighton Bristol Glasgow and Edinburgh 35 36 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Bingo Cinema Percent 19 2 30 7 342 13 9 47 29 3 UK Index Computer Games 110 DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated Lone parent family Young Educated Workers Flats There are many young people in their 20s 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 The recession hit
140. now retired and are very comfortably off Given the nature of where they live and their affluence car ownership is high The majority of households have at least two cars and the main car is usually expensive and bought as new These people are financially astute and have the highest uptake of ISAs They also invest significantly in stocks and shares high interest accounts and guaranteed income bonds Although low interest rates and a decline in the stock market may mean these investments may earn less than in previous years their monthly credit card spend remains relatively high In their leisure time these people like golf hill walking and gardening Their social life tends to be home based where they enjoy having a glass of wine rather than going out to restaurants They like to spend their money on holidays They travel abroad regularly either to the Mediterranean or Have satellite digital Have digital cable 1 Started work for first time Lost a job redundant Got married started living as married Divorced separated The Independent The Sun The Times V V Had a child RECENT LIFE EVENTS Retired long haul for their main holiday They also take winter sun and weekend breaks Most are happy to research and book their holidays online Indeed the internet is used by many to make purchases of books and CDs and to research and monitor their financial investments Some spend significant amounts buying l
141. ociation Very few people have access to a car and they rely on public transport walking and occasional taxis to get around These people have little discretionary spend They may go on coach tours but tend not to go on holiday but will go to bingo and buy Lottery scratch cards Although not high spenders they will buy from catalogues where the convenience of delivery to the home is probably as attractive as the ability to spread payments Health products clothing books and childrens goods are typical purchases Being more traditionally minded they will prefer to pay by cash or cheque and order by post Few will have ever used the internet In these areas fewer people feel safe whether walking at night or during the day Over a third of residents are likely to say that they do not go out nowadays for fear of being attacked They are more likely than average to believe that crime has risen a lot in recent years When they buy a paper it is most likely to be the Daily Mirror Sun and Sunday While found throughout the country this type is found in primarily in towns such as Chesterfield Carlisle Durham Mansfield Cowdenbeath and Wakefield UK Index 315 67 49 47 Percent 54 8 6 0 14 6 18 8 Housing Social rented Private rented Owned outright Owned with mortgage loan P E pl nr 1 az Arad y 231 Computer Games re P E Bingo Cinema DVDs Videos Football
142. omputer Games Bingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Daily Express Daily Mail Daily Mirror Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Had a child RECENT LIFE EVENTS Retired Singles and Single Parents High Rise Estates This type is mostly singles of different age groups living in blocks of flats especially in Scotland Single person households predominate They are a mixture of young adults single parents with children under five and retired people More than average may separate or divorce and there are relatively few traditional families and middle aged people Unemployment is the highest of any ACORN type These areas have some of the highest numbers claiming jobseeker s allowance and people are more likely than average to have lost a job in the past year In addition to unempl
143. or example with climbing stairs or walking any distance may approach the levels found in areas with older populations There are many smokers Since house prices are low the few home owners will include a number of first time buyers as well as those who have bought their council house Many will have borrowed most of the value of their home and some may now be in negative equity There is a high level of mortgage arrears Incomes are low and unemployment high Jobs reflect the general lack of educational qualifications and are in factories shops and other manual occupations A combination of large families illness single parents high unemployment and low incomes means that a significant proportion of the total income comes from benefits such as jobseeker s allowance child benefit housing benefit and carer s allowances 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 hard pressed families are struggling to get by in an otherwise affluent Britain Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Bingo Cinema Percent UK Index Computer
144. ost a job redundant Got married started living as married Divorced separated The Independent The Sun The Times ry ry Had a child RECENT LIFE EVENTS Retired Student Flats and Cosmopolitan Sharers These are cosmopolitan areas of shared flats and bedsits Households tend to be young single people renting small one or two bedroom flats which may be purpose built or converted About a third are student households There will typically be a relatively high proportion of landlords utilising a buy to let mortgage The small number of home owners includes a high proportion of first time buyers more likely to be at risk of negative equity This is a fast changing environment with a high turnover of occupancy Living close to places of work and study travel is mainly by foot or public transport Relatively few of these people own a car Spending was probably not cut back during the recession Housing energy and communications costs form a large part of their outgoings but clothing and leisure are also significant This is the computer literate generation Text and email are preferred channels for contact They use the internet for browsing gaming gambling for social activity and to make many purchases and book holidays There may be high spend on interactive media and games with many playing interactive games on their computers These people have plans and aspirations They like to embrace the latest techno
145. ourhoods there is less perception of a tight knit community where neighbours look out for each other These independent families do not particularly bother with Neighbourhood Watch schemes They already feel that their neighbourhood is safe and have few fears of crime These families are found throughout the UK including in Reading Milton Keynes Northampton Warrington and parts of Northern Ireland Percent UK Index 3 2 18 7 096 78 42 4 143 43 4 109 Housing Social rented Private rented Owned outright Owned with mortgage loan Computer Games UK Average Bingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Got married started living as married Couple with children Couple without children Lone parent family Villages with VVealthy Commuters This type is made up of wealthy people living in rural villages predominantly in the Shire Counties of England Given the rural nature of these areas there is some agricultural employment but most residents are affluent well educated professional people employed in senior managerial positions There are also
146. ouseholds are very common with retired couples also present in high numbers Educational qualifications of the adults tend to be slightly higher than the national average especially at degree level The children will typically achieve better than average GCSE exam results The working population in these areas tends to be in lower and senior managerial and professional occupations Unemployment is lower than average but started to rise more quickly There is a reasonable level of car ownership including company cars but there are fewer households with more than one car 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 The minority who are buying are likely to have long established mortgages and to have a fair amount of equity so the recession had less direct effect on these neighbourhoods 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 cautious regularly paying off their credit cards and avoiding borrowing and generally comfortably off without having large amounts of spare cash Spending has not changed significantly as a result of the recession Marks amp Spencer takes the largest and increasing share of clothing shopping for both men and women They buy clothing plants and healthcar
147. oyment long term illness is also very high Those in work are likely to be employed in shops and in manual and factory jobs This reflects the generally low levels of qualifications in this type Incomes are low and people have very low levels of savings Some have difficulty making credit card or loan repayments others have consolidated loans and some have been refused credit in the past The few who purchase mail order are over twice as likely to default on payments Car ownership is understandably low as well with most people dependent on public transport and walking particularly for their food shopping which is often local perhaps the Co op Seventy five per cent of residents live in purpose built flats mostly rented from the local authority Flats are small usually one or two bedroom and many are in tower blocks Horseracing football bingo arcade action multimedia games watching DVDs and listening to rock and pop music are popular leisure interests Favourite clothing retailers are Primark Asda Tesco Marks amp Spencer and Matalan with M amp S and New Look taking the dominant part of spending on womens wear Fewer than average have a mobile phone The Daily Record Sun and News of the World are popular newspapers They are less likely to give thought to changing their behaviour in order to help the environment although they may broadly support green measures that mostly affect people other than themselves for exampl
148. pations Daily Mail Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times The Guardian Small employers and own The Independent account workers The Sun Intermediate occupations Lower supervisory and The Times technical occupation Have satellite digital TV Have digital cable TV Semi routine occupations Routine occupations Started work for first time Families Lost a job redundant Got married started living as married Had a child Couple without children Divorced separated Couple with children RECENT LIFE EVENTS Lone parent family Retired Well Off Managers Detached Houses These well off people live in established towns and villages Readership of the Daily Express and Telegraph reflects these families more traditional values They are likely to listen to Radio 2 and People tend to be a little older with households being a mix of couples with Radio 4 A i older children empty nesters with some retired people They live in large l detached houses and many people have paid off all or a substantial part of The vast majority of residents enjoy living in their local neighbourhood They their mortgage As a result their high value homes are significant financial may to feel they are part of a close community with helpful neighbours It is assets even if they are not always in the most expensive areas of the country likely that the quality of life of most peop
149. pe for savings and investments Take up of credit cards is low but some find it hard to manage and levels of debt are above average relative to income People are less likely to be environmentally conscious less likely to conserve energy and less likely to recycle Leisure interests include angling horseracing bingo watching cable TV listening to music and going to the pub A few will spend time on the internet although few make any significant purchases online Popular newspapers are the Daily Mirror Daily Star and Sun RECENT LIFE EVENTS Retired These are not always popular neighbourhoods Although a minority a high proportion of people are likely to say they do not like living in their area As with other types with a high proportion of elderly people they are more likely to notice anti social behaviour such as noise rubbish vandalism and drunkenness They seem to feel a relatively high dissatisfaction about the police Judges and magistrates also come in for some criticism People tend to have a disproportionate fear of crime relative to the actual risks This type is found predominantly in Northern English towns such as Oldham Workington Ashton under Lyne Liverpool Huddersfield and Gateshead as well as in Belfast and some towns in the South including Basildon so2eJJ9 peauey a doad REDO 74 Category 5 Hard Pressed This category contains the poorest areas of the UK Unemployment is well above the
150. pend at least 5 000 on the main car Traditional and prudent they might have joint bank accounts be regularly saving and be fully insured for buildings contents health and car breakdowns They spend more than average on healthcare and buy gardening clothing and health products by mail order Marks amp Spencer Debenhams and Next Directory take the largest shares of clothing spend by value Supermarkets and stores such as Primark take a significant share of purchases of smaller value items They enjoy summer and winter holidays including packaged holidays cruises motoring holidays and weekend breaks in the UK and Europe They eat out on a regular basis Their interests might include golf wildlife or photography Many Daily Express Daily Mail Have satellite digital Have digital cable Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times V V Had a child RECENT LIFE EVENTS Retired are keen gardeners They are more likely to have a conservatory and keep their car in a garage In these communities people are more likely to be confident that neighbours will help them and have common values They tend to be less worried about crime than the national average with more concern in relation to minor crimes than violence or anti soci
151. ping for books DVDs and clothes gambling and playing games Other leisure interests include the cinema computer games rock and pop music pubs DVDs magazines eating out as well as sports and exercise Generally these people are very satisfied with their life A small minority within this type might feel their quality of life is significantly affected by crime The Sun The Times Had a child RECENT LIFE EVENTS Retired Compared to the national average fewer of these people anticipate that they themselves might suffer crime in the future Residents are less likely to consider their neighbourhood to be a strong community and these areas are relatively unlikely to operate a Neighbourhood Watch scheme While superficially green and willing to recycle they dont bother with eco friendly products and are less likely to fit energy saving light bulbs This type is found in large numbers in Outer London Hillingdon Sutton as well in towns such as Milton Keynes Basildon Colchester Watford and Livingston So2eJJ9 pue sjy sejdno Suno N Q U C D vy D c Ic T n C c N Ko 60 75 G O Se 0 gt 2 DEMOGRAPHIC FEATURES Housing Percent UK Index Social rented 6 1 35 Private rented 15 5 172 Owned outright 27 9 94 Owned with mortgage loan 46 6 117 Computer Games P DEMOGRAPHIC DATA ingo Cinema DVDs Videos Football Gambling Gardening LIFESTYLE INTERESTS
152. postgraduate and professional qualifications They work in professional and senior managerial occupations with many spending very long hours at work In these areas unemployment has traditionally been slightly lower than average More recently unemployment has increased particularly hitting those in professional managerial and white collar employment Most residents are either young singles or couples There are very few children and those that are there tend to be under five which suggests that young families move on from these areas 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 and regularly switch provider of financial services when better deals are available As one of the highest earning types they have relatively high disposable incomes They are generally high spenders and spend more than average on clothing and footwear although this may have been curtailed a little during the recession Divorced separated Had a child RECENT LIFE EVENTS Retired They are the type most likely to go skiing in the winter and then take at least one other holiday which is often long haul As well as planning their holidays online they shop extensively on the internet for food and wine health supplements historical or biographical books and items for their flats When at home they take advantage of the range
153. r studies and started working Unemployment is high but rising less fast than in other neighbourhoods Most live in rented flats both purpose built and converted although one in four will be a first time buyer 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 Many are struggling to repay loans and possibly credit card debts Those buying flats may have stretched their finances to borrow enough to afford their property Some will have self certified income mortgages Over the past five years the proportion of this groups income that derives from benefits has slowly increased Despite all this they appear to spend as much as they used to before the recession The majority of their clothing is bought from supermarkets or stores such as Primark Type 20 Student Flats and Cosmopolitan Sharers Type 21 Singles and Sharers Multi Ethnic Areas Type 22 Low Income Singles Small Rented Flats Type 23 Student Terraces People lead urban lifestyles and may listen to a little more urban and dance music than some other groups Like most young people they enjoy going out with friends to pubs and clubs in the evenings They are highly confident with new technology and are likely to be regular users of the intern
154. raced houses and purpose built flats usually with one or two bedrooms Some are privately rented but many are being bought on a first mortgage These mortgages were often taken out more recently and for a high proportion of the value of the property suggesting that there may be a relatively high level of negative equity in these areas Many of the landlords may be making use of buy to let mortgages In these neighbourhoods the credit crunch more seriously affected the ability to get mortgages and the housing market slowed even more than nationally 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 In the past unemployment was below average in these areas however these workers are relatively early in their careers and have suffered disproportion ately with the increase in unemployment Household income is likely to be above average and regular savings plans and ISAs are common Some may have their savings in an offset mortgage account Others might still have loans to repay The internet is used for buying insurance and other financial products Switching provider of financial products whether cards insurance or bank accounts is more common The internet is also widely used shop
155. ractive media and games and the numbers playing interactive games on their computers People in these areas have relatively little fear of crime In contrast to this lack of fear about one in eight people may have experienced violence and one in six considers it fairly likely they will be attacked or physically assaulted in the future They are the most likely to have had their mobile phone stolen Over a third think it fairly likely they will be burgled in the coming year University towns such as Oxford and Cambridge have high concentrations of this type as do other large population centres such as Leeds Nottingham Cardiff and Southampton They are also found in more remote areas such as Salisbury 15 44 Category 3 Group G Starting Out Group H Secure Families S O ifo rtab C Group l Settled Suburbia y Group J Prudent Pensioners 45 46 These are younger adults many just starting out on their careers Many 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 Some w
156. rder shoppers some spending highly on Seaside and rural areas are for the most part where the bulk of these clothes gardening or health products A high proportion will take vitamins or communities are found in particular in Clacton on Sea Skegness Prestatyn dietary supplements Typically they will order goods by phone or post since and parts of Dorset Devon Sussex Norfolk and the Isle of Wight they tend to be occasional users of the internet for browsing rather than online shopping They also like to look after their homes and for many gardening is their main hobby Other pastimes include walking arts and crafts 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 Marks amp Spencer where they buy food and clothes They have the money to take regular holidays sometimes packaged holidays in Europe but with some preferring motoring holidays in the UK Middle Income Older Couples DEMOGRAPHIC FEATURES Housing Percent UK Index Social rented 2 9 7 Private rented 2 9 32 Owned outright 47 2 159 Owned with mortgage loan 44 9 113 Computer Games P DEMOGRAPHIC DATA ingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre
157. re willing to accept above average investment risk and to switch their service provider whenever appropriate They also have high levels of credit card usage They spend substantially more than average on their children s education Schoolchildren in these neighbourhoods typically achieve significantly better exam results than average These technologically sophisticated consumers make great use of the internet for financial services as well as buying other products and services Spending on clothes is high and may even have increased during the recession They enjoy the arts including theatre classical music opera and the cinema The most widely read newspapers are the Guardian Independent Times and Observer Foreign travel and skiing are popular leisure activities In these urban areas twice as many residents will complain about problems of drunkenness vandalism street begging and abandoned cars The proportion of residents knowing of neighbours who have been burgled will be well above the average and a high percentage of these people will consider poverty to be among the major causes of crime This type is found in many urban areas of the UK but particularly in London Wandsworth Ealing Barnet Richmond and Merton Edinburgh and university towns such as Durham Oxford and Cambridge also have high concentrations of this type 3 Bingo Cinema Percent 4 5 1 676 129 37 3 126 43 1 108 Housing UK Index Computer G
158. reased in their local area Although they are more concerned than average they are less likely to have actually experienced crime Some may worry about teenagers and graffiti These neighbourhoods are scattered across the UK although they are found in the greatest concentrations in post industrial areas such as Wigan Blaby Newport Pagnell Dumbarton Motherwell Londonderry and Antrim DEMOGRAPHIC FEATURES Percent UK Index 2 9 7 3 2 35 39 1 32 53 1 33 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Got married started living as married Couple with children Couple without children Lone parent family Computer Games DEMOGRAPHIC DATA ingo Cinema DVDs Videos Football Gambling LIFESTYLE INTERESTS Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Divorced separated Type 29 Mature Families in Suburban Semis Empty nesters and couples with older chi
159. rial and Daily Mirror professional occupations Daily Telegraph Financial Times Intermediate occupations The Guardian D Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Got married started living as married Couple with children Couple without children Lone parent family Old People Detached Homes These people live in prosperous areas often where tourism is important and holiday homes are popular The overall population is relatively old with more than 35 aged over 65 and twice the national average level of over 85s IMost households are older couples although the number of single pensioners is also relatively high While there are high numbers of retired householders residents who do work tend to be in well paid senior management and professional occupations or work in agriculture These are affluent people and they tend to live in detached homes with three or four bedrooms Since these areas are quite sought after the housing market has suffered less badly than average Those who are already retired are to a great extent protected from the recession Others who may be approaching retirement will fear that their pensions have suffered and their savings and investments are offering much lower returns than anticipated They like to take advice on their financial affairs and have a range of investments in stocks
160. rnet 5 44 55 43 37 46 42 37 41 34 38 63 61 Levels of spending Food and non alcoholic beverages 91 92 89 88 83 83 94 87 85 97 90 98 94 Alcoholic beverages and tobacco 104 116 126 117 III 102 130 127 129 155 148 117 102 Restaurants and hotels 8l 8l 88 78 70 71 82 74 83 84 87 116 104 Recreation and culture 89 86 91 8l 75 78 8l 75 80 76 80 66 64 Clothing and footwear 86 8l 87 85 80 83 77 79 83 72 79 97 100 Furnishings household equipment and routine maintenance 80 80 76 74 66 64 76 69 66 72 69 66 62 Education 42 29 3l 33 34 42 18 24 30 10 19 5 66 Health 73 72 56 61 49 5 68 54 42 65 53 57 49 Preferred channels Contact Mail 102 102 96 101 104 103 105 105 104 109 105 104 95 Contact Phone 102 108 109 105 104 98 104 102 101 99 97 89 89 Contact Email 8l 73 89 70 63 73 7 55 79 74 80 112 126 Contact Face to face 126 118 96 123 144 138 106 153 119 87 120 116 144 Order Post 110 100 93 83 8l 116 92 82 III 82 67 60 95 Order Phone 103 95 90 80 77 103 88 77 95 73 64 58 91 Order Online 76 86 77 69 80 60 65 69 41 5 52 57 105 Environment Uses a compost bin 76 72 35 62 79 25 93 59 84 112 43 58 78 Recycles glass and bottles 85 80 67 95 4 89 119 83 89 100 107 49 47 Regularly buy eco friendly products 82 72 74 45 54 85 156 33 5 270 58 56 18 Health Smokers 129 132 138 134 138 133 130 138 129 134 130 121 110 Person in household diabetic 117 118 95 120 122 137 132 131 102 141 117 149 162 Hospital admissions with heart failure 114 195 42 114 128 72 300 1
161. rted living as married Divorced separated The Sun The Times Had a child RECENT LIFE EVENTS Retired Type 34 Lower Incomes Older People Semis 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 Mortgages are likely to be long standing and few are likely to be in danger of negative equity despite falling house prices A third of families are retired The remainder work in manufacturing retail and other routine occupations Fewer than average claim jobseeker s allowance although this has been rising 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 they 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 coach tours or perhaps a motoring holiday in the UK Careful drivers they typically have a long no claims bonus They enjoy going to the pub for a meal Otherwise si
162. rtions think tt fairly likely that they will be mugged or robbed Despite all this they are more likely to believe that crime has fallen in recent years and have greater confidence that the police will be there when needed This type is almost exclusively a London phenomenon with high concentrations in most Inner and Outer London boroughs 57 38 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Bingo Cinema Percent UK Index Computer Games 8 7 50 DVDs Videos 23 5 261 Football a Gambling 25 3 85 37 4 94 Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated LIFESTYLE INTERESTS Lone parent family RECENT LIFE EVENTS Retired Suburban Privately Renting Professionals These young people have made a lifestyle choice to reside close enough to the m
163. s Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated LIFESTYLE INTERESTS DEMOGRAPHIC DATA Lone parent family Type 43 Older People Rented Terraces This type has a high proportion of older people particularly those over 75 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 old 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 About a quarter of households are owner occupied These include a high number of first time buyers When combined with those who have remortgages the loan to value ratios are likely to be much higher than average So the prospect of negative equity looms for some Those people in work tend to be shop workers or 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 travel Incomes are low and there is little sco
164. s and frequently order a wide variety of goods Their preferred newspapers are the Guardian Independent and Observer They are likely to have cable TV and are keen on exercise and sport as well as the cinema theatre music and the arts Spend on music and multimedia entertainment is high People living in these areas consider them relatively safe Fewer than usual have particularly strong fears in relation to crime Towns where this ACORN type can be found include York Swindon Bristol Reading Macclesfield Lancaster Hertford Norwich and Cardiff This group comprises home owning families living comfortably in stable areas in suburban and semi rural locations They mainly live in three bedroom semi detached homes and are less likely to have moved home in recent years Families might include young children teenagers or even young adults who have not yet left home The school children tend to get slightly better than average exam results 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 Over the past few years a small but increasing proportion may have been paid bonuses in addition to their income There are also reasonable numbers of shop workers and skilled manual workers Incomes are at least of average levels and many ear
165. s 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 Generally these teenagers will have achieved better than average exam results Many household incomes are modest but some have high earnings They live in large detached houses and farms Exceptionally few of these people have easy and frequent access to public transport services They need access to cars and owning more than two cars is the norm Over the years many will have accumulated amounts in ISAs unit trusts savings accounts and so on although not all have a great deal of spare money for financial investments They are also happy to use credit cards and some may be high spenders Nearly one in five people is an agricultural worker and as might be expected with agricultural employment for many their working day is very long Nearly 30 work 49 hours per week Unemployment has traditionally been low however the number claiming jobseeker s allowance has doubled Their spare time is limited but they are interested in wildlife and the environment and enjoy hobbies such as angling cricket arts and crafts 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 Home entertainment might include classical or country music and rea
166. s glass and bottles 115 89 153 100 98 119 94 179 8l 17 100 Regularly buy eco friendly products 233 180 221 169 127 193 175 240 29 117 240 Health Smokers 80 78 91 88 88 106 69 82 100 105 65 Person in household diabetic 66 78 73 66 70 99 72 80 126 102 8l Hospital admissions with heart failure 62 101 57 42 46 68 44 53 89 109 25 Perceived crime and local neighbourhood issues Noisy neighbours or loud parties 148 88 114 155 157 88 149 162 86 139 73 People being attacked or harassed due to skin colour 130 0 360 126 237 348 124 426 508 174 128 People using or dealing drugs 55 57 6l 77 108 134 53 95 93 117 73 Teenagers hanging around on the street 38 73 52 53 70 61 52 52 86 59 72 Vandalism graffiti deliberate damage to property 202 156 139 125 74 132 136 110 143 104 56 Ever felt unsafe because of the behaviour of other people in pubs or bars 154 98 36 5 219 180 122 217 114 104 207 Have had something stolen from their car 137 117 216 132 202 187 112 156 172 179 161 Ever had force used against themselves 79 69 72 33 117 79 145 204 112 115 426 Characteristics of ACORN Types Represented as an index against the UK average CATEGORY 3 Group H Group Group J Types 28 29 33 34 35 36 The housing market Average value of mortgage 84 110 98 101 79 90 72 116 77 80 75 112 99 Mortgages taken out with loan to value over 90 146 103 104 72 94 63 116 61 54 69 100 100 89 Interest only mortgages 93 102 88 97 82 88 79 114 110 89 88 137 109 Buy to let mortgag
167. s may lack community cohesion Fewer than average think neighbours helpful or that people of different backgrounds get on well together Some people lack satisfaction with their life overall UA UK Index 213 49 78 75 Percent 37 0 4 426 23 2 30 0 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Theat Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and i der in j A T E i LE IP bob EE i ra y Cinema Computer Games DVDs Videos Football Gambling Gardening Playing Golf re Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times LEY mA technical occupation Semi routine occupations Routine occupations Families Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant i LIFESTYLE INTERESTS Got married started living as married Had a child Divorced separated Retired Couple with children Couple without children RECENT LIFE EVENTS Lone parent family Low Income Older People Smaller Semis These council properties house an older population with significant health problems In these areas the retired are unlikely to have any pension provision
168. s newspapers are favoured reading and some may read womens magazines or romance novels This type is found in Wolverhampton Dudley Darlington Stoke Rotherham and Mansfield DEMOGRAPHIC FEATURES Housing Percent UK Index Social rented 6 0 34 Private rented 10 9 121 Owned outright 31 8 107 Owned with mortgage loan 47 8 120 Work Higher managerial and professional occupations Theatre Culture Arts Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Type 31 Home Owning Asian Family Areas These are areas of traditional suburban semi detached housing that are home to many Asian families Almost 4076 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 Houses are typically three bedroomed and are often relatively expensive but incomes are also comfortably above average Most houses are being bought on a mortgage typically of an above average amount but many are owned outright There are more first time buyers than average also more people remortgaging many with self certification and offset mortgages People are more likely than average to own a second home All this suggests some might
169. some problems with truancy However few children leave school with no exam passes at all These areas have some of the highest numbers claiming Jobseeker s allowance and a significant proportion have been looking for work for some time The recession caused proportionately less increase in unemployment here than elsewhere Employment tends to be in low skilled occupations and incomes are low Students form 10 of the population in these areas Nike dominates sales of men s and children s wear taking about a third of all purchases More money is spent on womens dresses and shoes and men s trainers than any other clothing items Recently people are making fewer and cheaper purchases Like most young people they are interested in music mostly urban and pop genres Wrestling and first person shooter multimedia game genres are more popular They may also have an interest in gambling and arts such as community theatre Many have good access to public transport and can thus participate in the life of the city Lost a job redundant Divorced separated The Guardian Independent The Sun The Times Have satellite digital TV Have digital cable TV for first time Had a child RECENT LIFE EVENTS Retired Drugs noisy neighbours drunken behaviour vandalism and rubbish may well be issues for residents of these urban neighbourhoods Crime might have more of an impact on the residents quality of life in these areas More fee
170. states 91 56 Multi Ethnic Crowded Flats 92 Insight into customers and consumers Understanding the needs of consumers customers and people in communities is important to both private sector and public service organisations These organisations seek to analyse and understand consumers in order to increase engagement with their customers and to deliver successful marketing strategies The changes in modern society whether social economic political or technological can be seen in the lifestyles behaviours and socio economics of consumers What is ACORN ACORN is a geodemographic segmentation of the UK s population It segments small neighbourhoods postcodes or consumer households into 5 Categories 7 Groups and 56 Types By analysing significant social factors and population behaviour it provides precise information and an in depth understanding of the different types of people in every part of the UK In this way ACORN provides understanding of the people who interact with your organisation It helps you learn the who what where when how and why of their relationship with you This in turn can help you to target acquire manage and develop profitable relationships and improve business results The classification also gives a better understanding of places and the people who use them This user guide looks at each ACORN type across a wide range of the demographic behavioural and attitudinal attribut
171. t be cable TV These families tend to be less interested in green issues They are less likely to recycle and to have ever considered cutting back to save energy or protect the environment The majority of residents are likely to feel their neighbourhood suffers problems of teenagers hanging around Litter graffiti vandalism and drugs may also be of concern Residents are three times more likely than average to have had their vehicle stolen They may well be of the view that one of the causes of crime is too few police A significant minority feel the police do not understand these neighbourhoods and have little confidence in the police Overall these families feel they have more worries in their lives This type can be found throughout the country including in Motherwell Knowsley Dagenham Hartlepool and Sunderland Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Bingo Cinema Percent UK Index Computer Games 56 4 324 DVDs Videos 48 ES poet Gambling 13 7 46 Gardening 19 6 49 Playing Golf Theatre Culture Arts Daily Express Daily Mail Dail
172. technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Lone parent family Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Divorced separated Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Had a child RECENT LIFE EVENTS Retired Type 30 Established Home Owning Workers 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 and the main income is often supplemented by female part time working In the past unemployment was below average in these areas however these workers have suffered a disproportionate increase in unemployment particularly among skilled trades These neighbourhoods now typically have above average proportions on jobseekers allowance 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 th
173. th East such as Newcastle upon Tyne Middlesbrough and Sunderland Examples elsewhere in the country include Wrexham Nottingham and Incomes are very low and a fifth of families feel in need of a loan Where there is paid work it tends to be routine jobs in nearby factories or shops Unemployment is among the highest of any type and has doubled in the past few years tending to have a greater impact on those in skilled trades Wolverhampton Some have no credit card others have been refused credit in the past People tend to have loans and some will have difficulties with the repayments There is little money for fashion shopping Cheaper clothing is bought from discount stores and supermarkets Mail order shopping is less popular with the exception of gifts and gadgets however these purchases are three times more likely to result in bad debts Travel to work is on foot or by public transport Car ownership is very low Leisure activities include fishing betting computer games listening to music and cookery although take away and fast food are consumed more than average The Sun Daily Mirror and Daily Star are all relatively popular reading The few mortgagors that exist in these areas are often poorer first time buyers seeking the only place they can afford They are three times more likely than average to have been in arrears in the past Since they borrowed a substantial proportion of the value of the property and these less desirab
174. that they may be attacked Some may also have concerns about being pestered in the street break ins and damage to vehicles A high proportion of people lack confidence in judges magistrates and the police Many think crime is increasing and also think sentencing is lenient The highest concentration of Young Working Families is found in places such as Telford Stevenage Harlow Basingstoke and Basildon SAI ILUEJ SUDJJOAA SUNOL Group M B e t Type 42 Home Owning Families Terraces U e i S Type 43 Older People Rented Terraces Type 41 Skilled Workers Semis and Terraces 70 DEMOGRAPHIC FEATURES s DEMOGRAPHIC DATA ingo Housing Percent UK Index OWN cin Social rented 2 876 74 DVDs Videos Private rented 7 5 83 Ponton Gambling Owned outright 30 5 Gardening Owned with mortgage loan 45 7 Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occupations Daily Mail LIFESTYLE INTERESTS Lower managerial and Daily Mirror professional occupations Daily Telegraph Financial Times The Guardian Small employers and own The Independent account workers The Sun Intermediate occupations Lower supervisory and The Times technical occupation Have satellite digital TV Have digital cable TV Semi routine occupations Routine occupations Started work for first time Families Lost a job redundant Got married started living as married Had a child
175. the cost of environmental damage through higher taxes They read the major broadsheets and have a cosmopolitan outlook being interested in theatre the arts classical music and eating out in good restaurants People who have given up smoking are more often found in this group than others Rock and classical music are more popular and pop less so than anywhere else They are four times more likely than average to employ a home help to do their cleaning Having chosen an urban lifestyle these consumers have the money and education to make the most of what our big cities have to offer Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Bingo Cinema Percent UK Index Computer Games 3 3 19 DVDs Videos 13 1 146 Football 6 Gambling 34 296 115 46 1 116 Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as m
176. these areas fairly hard in that while most people rent many are buying their flat and have a recent mortgage for a large part of the value The inability of first time buyers to borrow even if they wished to purchase means the housing market may have trapped some in negative equity For others the recession might lower rents or lower interest rates and opportunities to overpay their mortgage to reduce debt or to build up savings for the future 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 Unemployment is higher than average but is currently rising less rapidly than the national average They are unlikely to yet have any substantial financial investments and some may be paying off significant loans The majority of this type have very good access to public transport services 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 clubs and restaurants on a regular basis They enjoy going to the cinema and at home playing computer games reading science fiction detective fiction and thrillers and listening to m
177. they are buying more of them and so maintaining their level of spending Mail order spending is high particularly on food wine and childrens merchandise These are young active people taking part in aerobics playing golf and going skiing For entertainment they eat out read magazines watch DVDs and go to the cinema In addition to the usual thrillers and comedy these families like to watch sci fi kids animation and more serious drama The older schoolchildren in these neighbourhoods typically achieve much better than average GCSE or Scottish Higher results People feel relatively safe walking after dark although relatively few in these areas do so on a regular basis most preferring to drive A higher proportion than average will have some concern that their car might be stolen Otherwise their fear of crime is broadly the same level as the national average Actual levels of crime are more likely to be below average Given the commuter nature of this type they are often found in satellite towns around major conurbations such as Northampton Milton Keynes Reading Swindon and Crewe UK Average Bingo Cinema Housing Percent UK Index Computer Games Social rented 44 25 DVDs Videos Football Private rented 3 8 43 n a Gambling Owned outright 39 3 Gardening LIFESTYLE INTERESTS Owned with mortgage loan 49 9 Playing Golf Theatre Culture Arts Work Higher managerial and Daily Express professional occu
178. tired RECENT LIFE EVENTS Many Children have is spent on going out to pubs cinema DVDs and nightclubs Otherwise they spend their time at home watching TV gambling online or playing computer games This type is found in most major urban centres including Londonderry Motherwell Falkirk Newport Ipswich and Walsall LI Dur Aa A dari rr 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 A minority are being bought on a mortgage These low value properties will house many first time buyers and mortgages will be a large proportion of the value There may be a number in negative equity and a higher than usual level of mortgages in arrears 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 incomes is very low Unemployment levels are well above average There is much long term illness reflecting the relatively high numbers of older people The high unemployment low incomes of those in work plus high numbers of single parents and pensioners mean that benefits form a significant element of the total income of these areas With such low incomes
179. typically found in urban estates Unemployment levels are high recently increasing to the highest proportion claiming jobseeker s allowance of any ACORN type Typical occupations include manufacturing and other more routine jobs These neighbourhoods are less likely to be seen as close communities where neighbours share values and look out for each others families With high numbers of single pensioners and single parents overall income levels are low This type has the lowest level of qualifications of all ACORN types which means there is little chance of these areas becoming more prosperous With such low incomes it is not surprising that the majority of these people do not have a car and public transport is essential to them However for many access to public transport is less good than it might be With any spare money they may go to bingo or place an occasional bet at the bookies With the exception of watching television home is less likely to be a place for entertainment fewer than average have ever used the internet and they prefer to drink in the pub If they do manage a holiday they may choose a coach tour or caravan break in the UK A sizeable minority of residents feel unsafe walking after dark and may not go out for fear of being mugged Getting on for a half of people might feel at least a little worried about becoming a victim of crime The local police may be regarded less well than in other types of area When the
180. understanding in a consistent benchmark across the countries of Europe ScottishACORN ScottishACORN provides a classification of postcodes in terms of data specific and relevant to Scotland IrishACORN IrishACORN provides a classification of postcodes in terms of data specific and relevant to Ireland We also develop classifications focusing on specific dimensions CACI has created a range of postcode classifications that give the best targeting on a single dimension and are easy to apply StreetValue StreetValue reports on average house value at postcode level PayCheck PayCheck reports on average household income and equivalised income at postcode level Detailed information is available on these classifications at www cacl co uk Characteristics of ACORN Types Represented as an index against the UK average CATEGORY Group A Group B Group C Types 02 03 05 06 07 Ko Il The housing market Average value of mortgage 216 119 159 136 124 126 120 86 120 101 100 90 Mortgages taken out with loan to value over 90 18 38 3l 28 27 43 43 49 42 63 49 56 Interest only mortgages 136 93 123 III 116 113 113 101 103 86 97 90 Buy to let mortgages 19 16 28 15 19 25 40 28 27 28 24 25 First time buyers 21 28 33 24 26 44 45 42 4l 5 41 88 Finance Has investments of over 20 000 294 171 224 204 220 150 179 135 161 124 133 123 Has ISA 279 168 186 181 183 128 152 129 166 133 135 121 Has Unit Trusts 306 183 226 198 207 139
181. usic RECENT LIFE EVENTS Retired The internet and internet caf s are used extensively to research their purchases to organise their social life for banking playing games online buying groceries wine and music Text and internet are their preferred channels of communication They do not buy many newspapers preferring to read their news online but the Guardian and Independent are more popular These are not terribly close communities due to the frequency of people moving in and out of the neighbourhood Some residents will find loud parties drunkenness and litter to be problems Over a third of residents are worried that they will become a victim of crime The chances of finding somebody who has had a mobile phone or something stolen from their person is over double the national average 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 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Bingo Cinema Percent UK Index Computer Games 25 9 149 DVDs Videos
182. uxury food wine clothes and home furnishings mail order These are avid Daily and Sunday Telegraph readers with readership levels for these Journals at twice the national average Most people feel their neighbourhoods are safe perhaps because the majority use the car whenever they are going out Generally fear of crime is likely to be low Their biggest fear may be their home being broken into Geographically these neighbourhoods are found in Hampshire New Forest Dorset Christchurch Nottinghamshire Rushcliffe the Isle of Wight and Ceredigion in Wales Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own Bingo Cinema Percent UK Index Computer Games 4 596 26 DVDs Videos 13 2 146 Football Gambling 42 6 144 ei 31 8 80 Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent LIFESTYLE INTERESTS UK Average account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Lost a job redundant Got married started living as married Couple with children Couple without children Lone parent family Farming Communities These communitie
183. vely few pensioners and more families with children Educationally the children may well achieve more qualifications than their parents although exam performance in this type may still be below average These types are found in Coventry Stevenage Gosport and outer London suburbs such as Enfield Sutton Dartford and Romford These people have worked hard to own their three bedroom terraced houses Remortgaging is more frequent than average Some of these remortgages are likely to have involved equity withdrawal since there are few first time buyers but higher loan to value ratios Other remortgages will have chased lower interest rates They may similarly switch utility provider seeking the best deals Since the recession reduced the opportunities for switching mortgages and for equity withdrawal some families are under some financial stress However some were sold mortgage protection and so may be protected against misfortunes in the future These households have always been careful with money and have recently had to become more so Purchasing power may be limited although they spend more time and money online than they did a few years ago 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 and the Mediterranean a d EB i la MR DEMOGRAPHIC FEATURES Housing Social rented Private rented Owned outright Owned
184. 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 Many have settled in these areas for their retirement The majority of homes are detached houses and bungalows These tend to be three bedroom properties and are smaller and of lower value than those within other affluent areas The fact that many own their own home outright or have long established mortgages is indicative of the established nature of these areas This group have typically worked in middle management or supervisory roles Although unemployment has recently doubled in these areas it remains lower than average They invest their money in products such as ISAs and they save regularly They are cautious with credit and their use of credit cards is relatively low While they are not rich they have moderate savings and investments and more money to spend now that their children have left home and they have little or no mortgage to pay They buy gardening and health products by mail order spending more than the average person Recent lower interest from their savings may in part lead to a prudent slight reduction in the amount they spend on clothes They like to go on holiday Cruises coach tours and motoring holidays are more popular though some will also take packaged holidays in Europe Like the other types with a similar age profile they are keen gardeners a
185. xpress Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married LIFESTYLE INTERESTS Couple with children Couple without children Lone parent family Divorced separated Had a child RECENT LIFE EVENTS Retired Low Income Singles Small Rented Flats These neighbourhoods are largely composed of single people both young and old About 2076 of the people in these areas are in their 20s but 1076 are over 75 well above the national average The dominant characteristic is the single person renting a small flat although a minority will be buying with a mortgage These will tend to be first time buyers These housing transactions and new mortgages have virtually ceased and some people may be stuck in negative equity and unable to sell There may also be some communal establishments such as nursing homes Incomes are quite low People have average educational qualifications Their relatively routine Jobs are in shops and offices and there is some unemployment Although unemployment is higher than average in these neighbourhoods it has increased less rapidly than average recently For these people the recession may have led to cheaper housing costs in the form of lower rents With the elderly contributing to higher tha
186. y Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated LIFESTYLE INTERESTS RECENT LIFE EVENTS Lone parent family Retired Families and Single Parents Semis and Terraces areas for owners are more likely to have lost value some are likely to be in negative equity These are large families living in semi detached council housing Many families have three or more children and half of all families are headed by a single parent Housing is generally two or three bedroom council semis Residents are more likely to consider their neighbourhood has a problem and terraces with drugs Although fear of crime is no higher than usual there is a higher expectation that crime will occur People here are twice as likely to have experienced violence and many residents may consider it at least a little unsafe to walk around the area at night In some of these areas one may find the highest proportions of pupils leaving school with no GCSE passes These may well be areas where children have some of the poorest exam performance with girls outperforming boys more than elsewhere Levels of truancy and persistent absence are also likely to be This type is often found in former industrial cities in the North and particularly high Nor
187. y buy a paper their particular favourites are the Daily Mirror Star Sun and News of the World Many towns and cities will have some neighbourhoods of this type but concentrations are found in Newcastle Sunderland Belfast Liverpool and Greater Manchester 85 86 Housing Social rented Private rented Owned outright Owned with mortgage loan Work Higher managerial and professional occupations Lower managerial and professional occupations Intermediate occupations Small employers and own account workers Lower supervisory and technical occupation Semi routine occupations Routine occupations Families Couple with children Couple without children Pra IIA rr Bingo Cinema Percent 59 676 4 626 52 0 676 36 7 976 45 UK Index Computer Games 342 DVDs Videos Football Gambling Gardening Playing Golf Theatre Culture Arts Daily Express Daily Mail Daily Mirror Daily Telegraph Financial Times The Guardian The Independent The Sun The Times Have satellite digital TV Have digital cable TV Started work for first time Lost a job redundant Got married started living as married Had a child Divorced separated HAST i PAPA AE reni dd lira LIFESTYLE INTERESTS Lone parent family This type is really found in significant numbers only in Scotland and in particular Glasgow The vast majority of people live in purpose built flats including tradit

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