SAMPLE CLUB
Aside from the prominent types shown on the previous pages, there are four other types that stand out, each accounting for more than 3.5% of your catchment population. ■ L52 (Estate Veterans – 5.16%) are long-term tenants who have been renting their homes from the local authority for many years. Most are in their 60s, 70s and beyond and tend to rely on the state pension. ■ I37 (Budget Generations – 4.28%) are busy households where parents share modestly priced family homes with adult children. Couples are in their 40s or 50s and children are between their teens and mid-20s. These are settled families who have lived in their current homes for many years. ■ F23 (Family Ties – 3.61%) are middle-aged couples who still provide a home for their maturing offspring. Parents are typically in their late 40s or early 50s and usually have at least one child between the age of 18 and 25 living with them. ■ G28 (Modern Parents – 3.51%) are homeowners in their late 30s and 40s who live in contemporary houses found in developments on the outskirts of cities and towns. These families usually have school-age children. In many households both parents work, earning good salaries. As the montages below show, those in type G28 have the highest household incomes while those in type L52 have the lowest. Those in types I37, F23 and G28 are similar in age while those in type L52 are the oldest.
F22
F23
F24
F25
F
Family Ties Active families with adult children and some teens, giving prolonged support to the next
generation F23
Advert Resp
Who We Are
Household income
Age
46–55
£50k–£59,999
79
202 38.1%
389 30.8%
Number of children
Household composition
40
Family + other adults
1
Key Features
Household T
580 93.4%
226 31.2%
Order from takeaways Games consoles Internet via smartphone Outstanding mortgage under £100k Own 3 bed semis Teenage/adult children at home
Residency type
Tenure
Semi-detached
Owned
141 90.7%
206 53.5%
LATENT DEMAND REPORT
17
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