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)