C10 Wealthy Landowners
327
0.6 976,793 2.1 0.0 577,822 1.2 0.0 626,898 1.3 0.1 967,550 2.1 0.1 1,213,277 2.6 0.0 742,509 1.6 0.0 682,357 1.5
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1
31
C11 Rural Vogue
8 0
1 0 3 5 0 0 0
C12 Scattered Homesteads C13 Village Retirement D14 Satellite Settlers D15 Local Focus D16 Outlying Seniors D17 Far-Flung Outposts E18 Legacy Elders E19 Bungalow Haven E20 Classic Grandparents
28 68
SAMPLE CLUB
SAMPLE CLUB
0 0 0
0.0
11,758
0.0
156
0.3 740,893 1.6 0.0 1,439,107 3.1 1.3 804,660 1.7 2.1 587,532 1.3
19
0
0
655
75
E21 Solo Retirees
1,101
0.2 172
MOSAIC TYPE PROFILE OF CATCHMENT POPULATION (continued) Sample Club F22 Boomerang Boarders 617 1.2 631,658 1.3 0.1 89 F23 Family Ties 1,852 3.6 1,056,722 2.3 0.2 160
NEED TO KNOW… As noted previously, it’s important to know as much as possible about the dominant types in your catchment. In the case of the Sample Club, we can tell you that: ■ The majority of the group I population falls into type I36 (Solid Economy – 17.4%). These are families who rent higher-value homes from local authorities or housing associations. Homes are typically terraced and are likely to have three bedrooms. While many are employed, incomes are below average. ■ In group M, it is type M55 (Back with the Folks) which stands out, accounting for over 15% of all adults aged 15+ in your catchment. These are mature families who have adult children living with them in their affordable family homes. The children are in their 20s but haven’t yet reached a position where they can afford to rent or buy their own home. Many of the parents still work although incomes are well below average. ■ The majority of the group H population falls into type H30 (Primary Ambitions – 10.7%). These are families who have bought more affordable houses on the periphery of desirable neighbourhoods that have access to good schools and amenities. Parents are in their 30s or early 40s and they have young children. Incomes are above average, but mortgage payments and family expenses mean outgoings are high and there isn’t much money to spare.
Target: F25 Dependable Me F24 Fledgling Free Base: G26 Cafés and Catchments G27 Thriving Independence Mosaic Type G28 Modern Parents G29 Mid-Career Convention H30 Primary Ambitions H31 Affordable Fringe H32 First-Rung Futures H33 Contemporary Starts H34 New Foundations I36 Solid Economy I37 Budget Generations I38 Economical Families I39 Families on a Budget H35 Flying Solo J41 Youthful Endeavours J42 Midlife Renters J43 Renting Rooms K44 Inner City Stalwarts K46 High Rise Residents K47 Single Essentials K48 Mature Workers K45 City Diversity L49 Flatlet Seniors L50 Pocket Pensions L51 Retirement Communities L52 Estate Veterans L53 Seasoned Survivors M54 Down-to-Earth Owners M55 Back with the Folks J40 Value Rentals
63
0.1 557,428 1.2
0.0
10 59
Adult (15+) population within two-mile catchment area 0.6 456,029 1.0 0.1 293
26
0.1 1,222,792 2.6 1.0 915,166 1.9
0.0 0.1
2
Adult (15+) population in England
525
53
Target 1,798 165
% Base % Pen Index 3.5 826,104 1.8 0.2 199 0.3 1,169,085 2.5 0.0 13
5,487
10.7 1,440,285 3.1 1.2 1,285,520 2.7 0.0 627,698 1.3 3.3 1,102,576 2.3 0.3 192,865 0.4 0.4 453,121 1.0 17.4 1,097,154 2.3 4.3 719,561 1.5 2.2 947,589 2.0 1.7 1,184,789 2.5 0.0 483,747 1.0 1.8 296,588 0.6 1.9 962,694 2.1 0.0 692,815 1.5 0.2 479,823 1.0 0.2 663,682 1.4 0.0 164,588 0.4 3.4 487,192 1.0 0.0 682,832 1.5 0.2 396,641 0.8 2.0 600,480 1.3 0.2 559,235 1.2 5.2 471,410 1.0 1.8 443,854 0.9 0.5 452,600 1.0 15.3 689,882 1.5 3.0 563,416 1.2 0.5 762,805 1.6 0.0 879,131 1.9 0.0 594,565 1.3 0.1 555,339 1.2 0.9 879,671 1.9 0.1 417,394 0.9 1.3 811,910 1.7 2.8 754,498 1.6 0.0 481,434 1.0 0.0 639,521 1.4
0.4 349
641
0.0 0.0
46
9
1
1,680
0.2 139
165 224
0.1 0.0
78 45
8,918 2,196 1,125
0.8 744 0.3 279 0.1 109
893
0.1 0.0
69
0
0
919 960
0.3 284
0.1 0.0 0.0 0.0 0.0
91
0
0
91
17 14
102
0
0
H30
H31
H32
H33
H34
H35
H
1,757
0.4 330
0
0.0 0.0
0
Primary Ambitions Families with school-age children, who have bought the best house they can afford within
popular neighbourhoods H30
119
27
1,024
0.2 156
109
0.0
18
2,645
0.6 514 0.2 191
Advert Resp
Who We Are
927 263
Household income
0.1
53
Age
7,844 1,561
1.1 1,041 0.3 254
M56 Self Supporters N57 Community Elders N58 Culture & Comfort N59 Large Family Living N60 Ageing Access O61 Career Builders O62 Central Pulse O63 Flexible Workforce O64 Bus-Route Renters O65 Learners & Earners O66 Student Scene
36–45
£50k–£59,999
236
0.0 0.0 0.0 0.0 0.1 0.0 0.1
28
131
0 0
0 0 9
237 44.3%
263 20.8%
Number of children
Household composition
53
464
48
280
31
7
Pseudo family
1
647
73
Key Features
Household T
1,423
0.2 173
231 25.0%
313 43.1%
Children's toys/accessories sites Internet via smartphone High outstanding mortgages Vocational qualifications 3 bed terraces Families with young children
0 0
0.0 0.0
0 0
Residency type
Tenure
Total
51,293 - -
46,958,758 - -
0.11 - -
Terraced
Owned
125 80.6%
208 52.4%
SITE ANALYSIS REPORT
SITE ANALYSIS REPORT
14
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