SAMPLE CLUB
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.
H30
H31
H32
H33
H34
H35
H
Primary Ambitions Families with school-age children, who have bought the best house they can afford within
popular neighbourhoods H30
Advert Resp
Who We Are
Household income
Age
36–45
£50k–£59,999
131
237 44.3%
263 20.8%
Number of children
Household composition
280
Pseudo family
1
Key Features
Household T
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
Residency type
Tenure
Terraced
Owned
125 80.6%
208 52.4%
LATENT DEMAND REPORT
15
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