Demographic Area Profile for HX4 8PD

Older Couples & Singles in Suburban Family Semi’s

Geographical Spread

Age Composition

Housing Characteristics

Socio-economic Characteristics

An Important Note: demographic profiles are an average for a particular postcode, they are not specific codes for a particular household. Therefore an affluent family may live inside a postcode which has a lower than average financial standing where the code is not representative of them and vice versa.

Under no circumstances should these codes be relied on as an indication of credit worthiness.

Geodemographic & Socio-economic Overview

This category is home to a mixed population of couples, singles and families of mixed ages. Children are typically of school age. These residents primarily live in detached and semi-detached properties on the outskirts of towns and in rural villages where population densities are generally quite sparse.

Many of their homes are larger than average but have a market price below the national average. These are home owning areas where nearly half the population owns their property outright and the others have a mortgage outstanding. Many have lived in the same house for over ten years.

These stable suburban neighbourhoods are predominantly home to a less well educated population of manual and office workers. Some are also on the first rungs of pursuing a professional career. We see a larger proportion of households than average bringing in a dual income. In terms of the industries that they work in, we see a mix of manufacturing industry alongside service, IT and financial industries. Levels of unemployment in these communities are almost half the national average.

Lifestyle Overview

These neighbourhoods are home to a populace who read a mix of local, mid-market and quality newspaper titles. They are also typical Readers Digest subscribers. Usage of the internet is high and adoption of new technologies is around average.

We see these consumers purchasing a range of grocery brands from value and budget operators at one end to more quality providers. 1.4 times the average are likely to purchase luxury clothing labels. They are also likely to welcome the convenience of corner shops for daily purchases. They are generally highly responsive to appropriately targeted mail order offers.

More than average typically play team sports and get involved in outdoor pursuits. Over forty percent more than average are members of a local recreational sports centre. More are regular golfers. There are few other leisure activities that discriminate them from the UK average. These residents enjoy their gardens, although DIY activities do not really figure. Although other pets are kept, this group are a third more likely to own a bird than the norm, although they are unlikely to be interested in pet insurance cover.

It is typical that we witness these householders enjoying two or else three holidays per year. These are generally mixed between the UK, Europe and the rest of the world, more typically package holidays. We do witness some amongst this group who occasionally take caravanning breaks.

They are slightly more likely than the UK average to donate to charity.

Levels of car ownership in these areas is above average with many households possessing a company car. Low to medium mileage is common. Saloons, people carriers and hatchbacks are more favourable to these consumers than they are to the average person and we see a mixture of new and recent cars dominating. Diesel models are also an attractive alternative.

Financial Overview

This is a populace with an extremely good credit rating. It is for this reason that they have in the main, seven or more financial products, many of which are borrowings although they are savers as well. We see 1.3 times more than the average owning at least one credit card, which they are well able to make the repayments on. There is a high propensity for these householders to possess a Mastercard. The key drivers for their card choice includes the cashback available on purchases and the ability to transfer and consolidate balances at a lower interest rate. Fewer than average however have a personal loan outstanding.

This group have mixed feelings on new banking technologies and most would prefer to arrange their financial affairs face to face in a branch environment. Few admit to finding finances complicated and confusing and would not be willing to pay for tailored financial advice. They are quite a traditional group though and few would consider approaching any newly established providers.

Some within this group are extremely loyal, with more than 1.7 times more consumers opting to stay with the same provider after their discounted or fixed mortgage rate ran out. Some of the main reasons for choice of mortgage provider include that they have other products with the same provider or have held a mortgage with them in the past. We see these residents having a range of life assurance policies. They are also very likely to have medical insurance or hospital cash schemes of some kind.

At retirement we are likely to see a divide in these consumers with some having made private provision and others reliant on the state. They hold a wide portfolio of different savings and investment products between them, including premium bonds, tax free savings and various trusts.

Financial

  • Low Investors
  • Very Credit Worthy
  • Financial Provider Loyalty
  • Life Insurance
  • Health Cover & Hospital Plans
  • Premium Bonds, Tax Free Savings & Trusts

Geodemographic & Socio-Economics

  • Social Group: BC1C2
  • Ethnicity: White
  • School Age Children
  • Adult Age: 30-84 Yrs
  • Singles, Couples & Families
  • Very Sparsely Populated Areas
  • Suburbs & Rural Areas
  • 11+ Yrs Residency
  • Detached & Semi-Detached Housing
  • Own Outright & Mortgaged
  • Below Average House Prices
  • Larger Than Average Houses
  • Above Average Car Ownership

Work & Pay

  • Low Qualifications
  • Low Director Presence
  • Professional, White & Blue Collar
  • High Mail Order Responsiveness
  • Low Unemployment
  • Private Transport
  • Economical & Company Cars
  • Regional, Mid Market & Quality Newspaper Readership
  • Mixed Groceries
  • Luxury & Value Clothing
  • Energetic
  • Gardeners
  • High Internet Usage
  • Regular Holidays
  • Package Holidays
  • Corner Shop Convenience