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14/15
13/15
2/15
2/15
3/15
11/15
12/15
Level of Urbanisation
Indebtedness Indicator
Non-Mortgage Debt
Gross Financial Assets
Household Income
Presence of Children <18
Age
Rankings
Overview
Reading RG
Guildford GU
Leicester LE
Birmingham B
Northern Ireland (Belfast) BT
Car ownership
Theatre / arts
Good education
Comfortable
Married with children
Significant equity
Senior positions
Small businesses
Executive and managers
Suburban
Top Postal AreasTypical Houses
Key Features
Typical Cars
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
DescriptionProfessional Rewards contains swathes of Britain's executive and managerial classes who have worked diligently to build up a comfortable lifestyle and a significant financial asset base. Often in their 40s, 50s or 60s, some may be owners of small or medium sized businesses whilst others will have risen to senior positions in large national or international businesses.
These are people who have built up significant equity in their own homes and who are at the stage in life where it is not uncommon for them to be the beneficiaries of legacies, inheriting a share of their parents' homes or other savings. With significant incomes from their investments as well as from employment most of these people have reached the level where the many boxes in which they enter income on their annual income tax return will take them over the threshold for paying tax at a higher rate.
Most are married and living in a spacious family home with photographs of successful children, many of whom are by now at university or finding their feet in successful careers of their own. The house is likely to have four or more bedrooms, two bathrooms, to be detached and surrounded by other similar houses. It is likely to be located in a quiet residential neighbourhood in the outer suburbs of a large city or in a semi-rural dormitory village from which the husband, and often the wife, travel some distance by car to work.
Homes are likely to be well equipped with a wide range of modern appliances and labour saving devices, with homes and gardens maintained in a good condition, and appliances replaced as soon as they become defective.
Although as a rule these are not people who expect to be treated with especial deference, they are ones who would avoid shopping at retail chains where service wasn't a key component of the overall proposition. They seek value for money rather than the lowest prices and will pay a premium for brands with a reputation for reliability. When shopping for groceries Professional Rewards are a good market for specialist products rather than basic essentials and will be more comfortable making personal requests at the delicatessen and fish counters of Waitrose than purchasing own label discount brands at Aldi or Lidl.
Tastes in clothing and furniture are generally conservative, with preferences for good taste over ostentation. Dry cleaning and hairdressing costs are considered essential.
This is the prime market for the broadsheet newspapers, particularly for The Daily Telegraph and the Sunday Times, especially those editions which feature the latest annual ranking of companies, schools, hospitals or universities. In general Professional Rewards are influenced by evidence rather than hard sell and they deliberate carefully before purchasing high ticket items, making use of publications such as Which? and the results of price comparison sites. People rely on national media to obtain the information they need to achieve the highest return on their investments consistent with security.
An increasing number of Professional Rewards are owners of a second home, whether in Britain or overseas, where they will take multiple holidays throughout the year. Others will stay in hotels or rent attractive country cottages. A significant number of older people will be considering a cruise of a lifetime or will have plans for a trip to Australia or America to see friends and relations. This group will provide regular and knowledgeable audiences for theatres and concert halls.
Professional Rewards are careful, law abiding and self supporting, so tend to be modest users of public services. However a premium is attached to the performance of their children in school and university examinations, and proximity to a high performing local school is likely to have played a significant role when they first decided on the property in which they currently live.
These are usually safe Conservative seats.
This group tends to be conservative in their tastes, and this is reflected in their online behaviour. They use the Internet to shop for a range of goods, but prefer the brands they recognize from the high street – such as Marks and Spencer and Sainsbury's – to online only retailers. This group also use the Internet to research before purchasing everything from financial services products to holidays, and they are likely to contribute to review websites such as TripAdvisor. Their taste in online media reflects the publications they read offline. If there are children in the household, social networks and multimedia websites will also be popular.
Overview
Online Behaviour
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
Marital statusGender
Never married
Widowed
Divorced
Separated
Living as married
Married
91+
86-90
81-85
76-80
71-75
66-70
61-65
56-60
51-55
46-50
41-45
36-40
31-35
26-30
18-25
Female
Male
100 2000 50 150
Age
Sikh
Muslim
Jewish
Hindu
Buddhist
Roman Catholic
Church of England/Anglican/Episcopal
Religion
1000 50 200150
Social grade
E
D
C2
C1
B
A
3.66
3.75
8.37
23.56
28.12
32.53
0.37
0.56
0.36
0.48
0.19
9.42
45.18
19.31
2.08
3.04
0.90
5.83
68.84
0.43
1.15
3.90
4.93
6.05
7.64
16.38
14.65
13.02
11.55
10.98
6.19
1.75
0.63
0.75
51.13
48.87
Who we are
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
20 years or more
10-19 years
5-9 years
1-4 years
Under 1 year
No children
12-18
5-11
0-4
100 2000 50 150
Household composition
Age of youngest child in years
Length of time married
3 or more under 15
2 children under 15
1 child under 15
No children
Households with children
Children
Multigenerational families - elderly relative
Adult children living with parents
Unclassified
Abbreviated families
Homesharers
Single
Pseudo family
Extended household
Extended family
Families
Multi-person household - all students
Dependent children - none in employment
Lone parents with dependent children
Lone parents
Couples - all children non-dependent
Couples with dependent children
Couples without children
Exclusively pensioners
Single non-pensioner
Single pensioner
1000 50 200150
2.60
24.94
0.12
2.41
3.26
20.67
5.02
9.29
18.61
40.62
0.04
0.76
2.94
5.15
9.24
15.71
22.63
9.80
15.22
14.85
69.64
17.06
7.30
4.85
1.14
65.17
11.55
11.63
11.66
2.92
11.28
10.99
74.81
0.22
201
Who we are
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
Black Caribbean
Somali
Tamil and Sri Lanka
Jewish/Armenian
Turkish
Greek/Greek Cypriot
Other East Asian
Chinese
Bangladeshi
Black African
Other Muslim
Sikh
Hispanic
Hindi
Italian
Eastern European
Pakistani
Western European
British
Irish
Celtic
English
100 2000 50 150
Ethnicity
USA
South Asia
Middle East & Western Central Asia
Jamaica
Far East
Eastern European
Cyprus
Caribbean
Africa
Other EU countries
1000 50 200150
Region of birth
0.30
1.02
0.25
0.05
0.64
0.35
0.07
0.11
0.88
1.07
0.04
0.02
0.10
0.27
0.10
0.24
0.19
0.27
0.11
0.17
0.30
0.37
0.48
0.78
0.98
0.98
0.51
3.61
94.49
6.78
20.40
74.48
Who we are
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
£900,001-£1,500,000
£600,001-£900,000
£400,001-£600,000
£300,001-£400,000
£225,001-£300,000
£180,001-£225,000
£150,001-£180,000
£125,001-£150,000
£100,001-£125,000
£70,001-£100,000
££70,001
Postcode average
Has a garden
Converted or shared house
Second home
Communal establishments
Other
Farm
Converted flats
Purpose-built flats
Terraced
Bungalow
Semi-detached
Detached
11+ years
9-10 years
6-8 years
3-5 years
1-2 years
Up to 1 year
1000 50 200150
100 2000 50 150
Property type
Length of residency
Residence type
Garden
Property value
Council/housing association
Privately rented
Owner occupied
Tenure
0.05
0.36
2.52
12.01
21.52
29.16
17.99
9.04
4.38
1.92
0.77
0.27
292,530
0.40
1.03
98.57
95.52
1.49
0.69
1.54
78.70
0.77
2.09
6.25
1.71
2.58
8.65
78.72
51.94
7.42
13.18
15.11
9.07
3.27
*
*value in £
442
233
327
301
Where we live
³£1,500,001
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
Transport and property
Transport
Property
Type 10: Wasteful and unconvinced
Type 09: Constrained by price
Type 08: Why should I bother?
Type 07: Too busy to change
Type 06: Sceptical libertarians
Type 05: Doing their best
Type 04: Confused but well-behaved
Type 03: Green but doubtful
Type 02: Convinced consumers
Type 01: Eco-evangelists
100 2000 50 150
Green classification
Carbon footprint
12.99
6.04
6.95
0.08
0.66
0.14
12.97
33.89
26.69
0.31
18.31
5.85
1.08
240
289
How Green we are
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index 12.48%
100 200150
5 or more
4
3
2
1
1000 50 200150
100 2000 50 150
Holidays in last 12 months
413
21 nights or more
15-20 nights
14 nights
8-13 nights
7 nights
4-6 nights
1-3 nights
Length of holiday
236
Restaurants & hotels
Education
Recreation & culture
Communication
Transport
Health
Household goods & services
Housing (net), fuel & power
Clothing & footwear
Alcoholic drink, tobacco & narcotics
Food & non-alcoholic drinks
Expenditure
The Times
The Independent
The Guardian
Financial Times
Daily Telegraph
The Sun
Daily Star
Daily Record
Daily Mirror/Record (Net)
Daily Mirror
Daily Mail
Daily Express
Newspapers
278
1115
303
262
442
4.46
4.23
14.88
11.11
29.47
17.67
18.19
6.61
2.41
4.12
0.67
11.72
9.61
1.55
2.00
6.56
4.65
22.87
7.94
7.92
1.93
12.58
1.74
15.87
1.58
7.49
7.34
4.49
1.46
8.79
How we live our lives
20.55
10.48
11.64
16.19
6.85
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
How we live our lives
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
Virgin Media
Subscription to any Sky
Sky HD
Sky+
Sky
BT Vision
Other free-to-air channels
Freesat from Sky
Freesat (set top box/built-in tuner)
Freeview (set top box/built-in tuner)
Terrestrial channels (standard aerial)
Satellite and cable TV services
Martial arts
Jogging
Golf
Darts
Cycling
Bridge
Bowls
Badminton
Aerobics/keep fit
Sport and leisure activities
Yoga
Tennis
Swimming
Squash
Snooker
Running
Mountain biking
1000 50 200150
Contemporary dance
Classical music
Jazz music
Pop/rock concerts
Art galleries or exhibitions
Theatre performance
Twice or more
Once
Not visited the cinema
100 2000 50 150
Attending arts events
Cinema visits in the last month
1.10
5.21
7.69
0.81
5.18
2.50
1.43
1.08
2.17
6.01
3.19
6.50
0.69
2.43
2.80
3.93
10.08
27.09
15.86
37.26
39.38
65.43
6.84
15.62
77.54
10.17
37.64
2.62
16.55
18.47
0.89
3.40
3.17
0.95
42.05
1.72
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
How we communicate
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
By email
Through internet
Through digital TV
By post
By mobile telephone
By landline telphone
By telephone
By email
Through internet
Through digital TV
By post
By mobile phone
By landline telephone
By telephone
Work
School, college, university
Library
Internet café
Home
Every day/most days
1000 50 200150100 2000 50 150
Channel preferences - communicationInternet access
Where internet accessed
Channel preferences - purchasing
Internet
Cinema
Television
Radio
Magazines
Newspapers
How we learn about products
11.85
48.48
1.00
13.28
2.02
23.38
25.39
24.54
32.53
4.41
8.68
6.12
23.72
29.84
14.88
1.01
26.35
2.08
26.26
29.43
21.00
3.85
3.97
1.93
69.25
50.04
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
How we view the world
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
You can judge a person by the car they drive
Faith is really important to them
It's important family thinks they're doing well
Worry a lot
Try to keep up with developments in technology
Prefer to work as part of a team than work alone
Do things on spur of the moment
Loathe doing any form of housework
Like control over people and resources
Enjoy life and don't worry about future
Keen sense of adventure
Easily swayed by other people's views
Find it difficult to say no to their kids
Don't like to show real feelings
Spiritual person
Usually first to know what's going on
Optimist
Perfectionist
Discuss major decisions with partner
Little can be done to change life
Not enough hours in the day
Important to juggle various tasks
Would like to set up own business one day
Worry about work during leisure time
Want to get to the very top in career
Go to work for the money
Look on work as a career, rather than a job
Like a life of challenge, novelty and change
Like taking risks
Don't want responsibility, rather be told what to do
Sacrifice time with family to get ahead
Happy with standard of living
1000 50 200150
100 2000 50 150
Personal attitudesPersonal motivations
11.58
25.90
25.69
23.02
44.46
38.49
34.76
19.59
13.61
30.22
33.81
9.68
24.11
35.59
24.57
15.63
50.00
30.49
68.32
11.99
51.00
63.19
13.20
13.61
11.80
17.87
25.98
26.79
13.76
9.27
8.06
62.63
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
How we get by
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
Professional/managerial (females)
Manufacturing & mining (females)
Other
Health & social work
Education
Public administration & defence
Real estate, renting & business activities
Financial intermediation
Transport storage & communication
Hotels & catering
Wholesale & retail trade, repair of motor vehicles
Electricity, gas & water supply
Manufacturing
Mining, quarrying & construction
Fishing
Agriculture, hunting, forestry
Routine occupations
Semi-routine
Lower supervisory
Small employers & own account
Intermediate
Lower managerial & professional
Higher professional
Higher managerial
Elementary occupations
Process, plant operatives
Sales & customer service
Personal service
Skilled trades
Admin & secretarial
Associate professional & technical
Professionals
Managers & senior officials
University degree & higher
Further education (after 16)
Secondary education (left at 16)
Primary education (left before 16)
1000 50 200150
100 2000 50 150
Education
Occupation
Industry
30.02
6.23
5.22
11.60
10.72
6.49
16.75
4.76
5.48
4.16
14.33
0.77
10.29
7.39
0.04
2.11
4.41
7.70
5.08
9.47
10.02
23.44
8.39
6.26
7.11
4.15
6.18
6.68
9.59
12.69
15.60
17.10
20.88
43.35
37.14
17.50
2.00
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Our financial circumstances
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
Over £100,000
£90,000-£99,999
£80,000-£89,999
£70,000-£79,999
£60,000-£69,999
£50,000-£59,999
£40,000-£49,999
£30,000- £39,999
£20,000-£29,999
£10,000-£19,999
Less than £10,000
1000 50 200150
100 2000 50 150
Gross annual household income
State pension
Pension credit
Severe disability allowance
Disabled benefit
Carer’s benefit
Lone parent benefit
Incapacity benefits
Jobseekers allowance
All benefits
Benefit claimants
No direct payment account
3 or more
2
1
Very difficult on income
Difficult on income
Coping on income
Comfortable on income
£10,000+
£4,000-£9,999
£2,000- 3,999£
Less than £2,000
No savings
ISAs
Shares/share options
Savings account(s)
Credit and debit cards
Investments
Debt/Loans
Perceived ability to cope
Financial exclusion
3.50
11.02
38.12
47.36
4.21
22.98
2.98
0.31
0.48
0.44
0.38
2.38
0.56
4.56
34.39
32.25
14.88
18.48
37.77
32.49
29.75
24.19
10.97
1.36
11.78
4.36
1.81
3.64
5.76
8.26
12.20
15.21
17.70
15.94
10.00
5.14
219
240
270
262
278
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
Our vehicles
Unless otherwise stated, charts show the Index and Mean %.
The Index is shown as a bar, and the Mean % is shown to the right:
0 50
Understanding Charts
Index
Mean %12.48%
100 200150
3 or more cars or light vans
2 cars or light vans
1 car or light van
None
Travel on foot
By car or van
Public transport
Work at home
Transport to work
Number of cars per household
Used
New
Upper medium
Unspecified
Sports utility
Sports
Small
Minivan
Luxury
Lower medium
Executive
Basic
USA
UK
Sweden
South Korea
Japan
Italy
Germany
France
Czech Republic
10+ years
6-9 years
3-6 years
0-3 years
1000 50 200150
100 2000 50 150
Segment
Age of car
Fuel type
Brand originPurchase type
6.15
74.61
8.09
12.31
15.66
49.60
31.12
3.62
Other
Hybrid electric
Petrol
Diesel
Group B: Professional Rewards
Graham and Carolyn
8.16% 9.54%
7 7
Experienced professionals in successful careers enjoying financial comfort in suburban or semi-rural homes
K OJ NI MH LGFEDCBA
5 6 7 8 9 10
These pages have been designed to help you understand the essence of each of the groups and types. We have sought to highlight the key features which make each group distinctive, and which would be useful to bear in mind when devising communications or treatment strategies. The descriptive pages are necessarily subjective and are intended to highlight key issues rather than to be comprehensive.
We have taken account of a wealth of information from both census and non census sources - such as the electoral register, shareholder and directors' lists, and local levels of council tax. This information is supplemented with information from market research surveys which can be cross tabulated by Mosaic, including the ONS Annual Expenditure and Family Survey, University of Essex’s British Household Panel Survey, Research Now’s online panel, YouGov’s specialist financial survey, GfK NOP’s Financial Research Survey, BMRB’s Target Group Index Survey, Experian Hitwise’s online competitor intelligence, the National Readership Survey and the British Crime Survey.
Caveats
Clearly not every postcode matches exactly to just one of the groups and types. These descriptions are therefore what sociologists would describe as 'ideal types', pure examples to which individual cases approximate only with various degrees of exactness. They focus on the statistical bias of a type of neighbourhood, on the demographic categories which are more numerous there than elsewhere in the area and which give the neighbourhood its distinctive character. In addition, because the boundaries of postcodes and census output areas do not exactly match boundaries in housing type, it is inevitable that addresses close to the boundary of many output areas may in certain cases not appear to have been allocated to the most suitable category. There are cases too where the same types of neighbourhood will contain people of similar character and behaviour but living in very different types of accommodation according to where in the area they may live.
We have also made use of information cross tabulated by Mosaic from Experian's lifestyle questionnaires. To complement this formal information there is of course a large body of knowledge, accumulated over the years, on the relationship between customer behaviour and previous versions of Mosaic which has been used to support the patterns highlighted in these pages.
In building a picture of each of these categories this wealth of statistical information has been enhanced by a comprehensive series of visits to each of the different types of neighbourhood. Likewise much of the historic context which is contained within these portraits results from many decades of geodemographic analysis and of visits to assess the vitality of different regions.
Supporting Notes
Charts build and describe the UK segments. The variables are grouped together by category. For each group, the charts show the Mean% and Index for each variable.
Understanding Mean% and IndexMean% show the percentage of this group/type with this characteristic. For example, consider Residence Type for Group C:
are provided for each of the variables used to
This shows that:58.39% of Group C have a detached house10.99% of Group C have semi-detached house9.51% of Group C have a bungalow1.88% of Group C have a terraced house
The Index shows how the variable compares with all households in the . An Index of 100 is the average. An Index greater than 100 shows that this variable is over-represented when compared with the average. An Index less than 100 shows that this variable is under-represented when compared with the average.
The Index is shown on the chart as a bar:
UK
The chart shows the Index value from 0 to 200. If the Index value is greater than 200, the bar is shown as 200 along with the exact Index.
Variables - Mean% and Index
Supporting Notes
Terraced
Bungalow
Semi-detached
Detached 328
1.88
9.51
10.99
58.39
100 2000 50 150
Mean%
Terraced
Bungalow
Semi-detached
Detached 328
1.88
9.51
10.99
58.39
100 2000 50 150
Index below 100 Index above 100
Index 100(UK average)