Group A: Alpha Territory

(1)

Overview

Glasgow G

Kingston upon Thames KT

Edinburgh EH

London (West) W

London (South West) SW

4/15

15/15

1/15

9/15

Level of Urbanisation

Indebtedness Indicator

Non-Mortgage Debt

Gross Financial Assets

Household Income

Presence of Children <18

Age

Well educated

Professional

Specialist advice

Luxury items

Fashionable areas of London

Wealthy foreign nationals

Influential

Substantial wealth

Rewarding careers

Successful

sectors, whether as owners of their own businesses, as bankers in the city, as senior managers in industry or as top lawyers, surgeons or civil servants as well as a

small but influential cadre of celebrities in sport, the arts and entertainment.

An increasingly large proportion of this group are wealthy foreign nationals who maintain a home in London. Some of these residents are top executives employed by

international companies, others wealthy entrepreneurs, increasingly from Russia and the Middle East, who find Britain a safe and convivial location in which to look

after their business interests.

In recent years, this elite group has become increasingly concentrated in the London area and in particular in fashionable central and inner London suburbs such as

South Kensington, Islington and Notting Hill. Clusters of this group are also common in prime residential areas in Surrey and the Chilterns and in the semi-rural

commuter belt of Britain's largest regional centres.

People in Alpha Territory can live in quite different types of housing, in smart private flats in high density neighbourhoods of inner London, town houses in Georgian

squares in Bath or Edinburgh's new town, in smart villas built for Victorian merchant classes and their servants and in the large properties common on the outskirts of

big cities, many of which are equipped with tennis courts, swimming pools and staff accommodation.

This group are the most likely to purchase bespoke luxury items and be the target market for the most expensive brands of jewellery, cars, kitchens and furniture. A

particularly high proportion of their income is spent on out-sourced services. These are people who are likely to pay for private education, and for private hospitals to

treat their illnesses. They are the most likely to employ staff to clean their homes, iron their shirts, tutor their children, maintain their gardens and manage their

swimming pools. Many gardens will have been landscaped and homes made over by an interior designer.

Assuming they don't yet have access to private jets or yachts, this is the group which is most likely to be found in the business or first class cabins of British Airways, to

holiday in their own foreign property and to enjoy the service of exclusive hotels and restaurants.

Used to managing complex business affairs, many rely on specialist investment, tax and legal advisers rather than on television commercials, Internet adverts or direct

mail shots. Generally they are hard to reach using conventional media, not least on account of the fact that they work long hours. A common characteristic of Alpha

Territory is their extensive network of personal contacts with whom they confer on personal as well as business affairs. However this group is reached effectively via the

Financial Times, by leading business publications and by sponsorship of major sporting events to which many may be invited by friends and business partners.

Alpha Territory are comfortable shopping at Harrods and Harvey Nichols, but generally eschew the mass market retail chain in favour of niche suppliers who offer

bespoke services. For Alpha Territory, quality of service is more important than either range or price since they will often arrive at a shop knowing what brand they

would like to buy. Purchases will be carefully wrapped and handed over in a smart branded bag or delivered by van to their homes. Credit accounts will be used as an

alternative to cash but outstanding balances will be paid off at the end of the month.

Despite their material and outward success, the hectic lifestyles can be wearing on personal relationships, and many people are too busy to spend large amounts of

time with their partners. Whilst many children who grow up in these families achieve good grades at university, they can also suffer from the pressure to emulate the

success of their parents.

These are difficult areas for charities to recruit door-to-door or for canvassers to obtain clear answers as to how people will vote in a forthcoming election.

Overview

Online Behaviour

The Internet is a key source of information for this group, and they spend a lot of time browsing news websites. They exhibit a strong preference for established

providers such as the BBC and Financial Times, but also read relevant blogs and will even interact with social media sites that service their interests. This group also

uses the Internet to manage their professional and financial affairs, using everything from premium online banking and investment services, to property and niche job

websites. Although this group has significant wealth, only a small amount of it is spent online. When shopping online they prefer premium retailers and travel websites,

particularly airlines. Although not responsive to door-to-door charity collections, this group does participate in, and donate to, charitable causes online.

(3)

Who we are

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% 100 150 200

Marital status

Gender

USA South Asia Middle East & Western Central Asia Jamaica Far East Eastern European Cyprus Caribbean Africa Other EU countries 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

1.00

2.77

1.21

0.11

1.93

1.17

0.23

0.27

2.45

2.86

29.73

1.59

2.50

0.91

6.32

58.95

0.58

1.24

3.54

4.95

5.50

6.89

11.72

13.67

13.34

13.85

10.51

6.50

3.44

2.00

2.29

50.35

49.65

100 0 50 150 200 100 200 0 50 150

Age

Region of birth

205

234

339

(4)

Who we are

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 3 or more under 15 2 children under 15 1 child under 15 No children Households with children Number of people/household Sikh Muslim Jewish Hindu Buddhist Roman Catholic Church of England/Anglican/Episcopal No Yes 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

2.69

12.61

10.28

74.42

0.24

2.60

0.75

2.44

2.34

1.52

0.74

11.63

35.24

47.16

52.84

0.06

0.11

0.40

1.34

0.45

1.07

0.79

0.94

0.55

0.66

1.60

1.07

1.59

3.04

2.63

2.71

2.41

7.62

83.16

8.23

21.02

62.86

100 0 50 150 200 100 200 0 50 150

Ethnicity

Religious?

Religion

Average household size

Children

203

243

397

207

572

(5)

Who we are

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

Average age of motherhood Age at first childbirth 20 years or more 10-19 years 5-9 years 1-4 years Under 1 year No children 12-18 5-11 0-4

3.34

27.28

0.33

2.48

5.85

25.07

5.25

12.23

18.53

30.27

0.33

0.86

2.81

4.98

7.87

16.33

18.55

8.90

19.19

13.92

35

32

69.82

17.34

8.30

3.78

0.76

61.64

11.52

12.35

14.50

100 0 50 150 200 100 200 0 50 150 * *

*Average age in years

Household composition

Age of youngest child in years

Length of time married

(6)

Who we are

Social grade

2 Poor health 2

Fairly good health

2

Good health Very poor health1

Poor health1 Fair health1 Good health1 1 Excellent health E D C2 C1 B A

11.54

11.31

7.07

2.70

5.83

17.40

76.77

0.05

1.14

6.94

69.02

22.85

3.63

2.29

3.99

16.76

26.47

46.86

100 200 0 50 150

Health over last 12 months

1_{BHPS data} 2_{Census CYE data}

Long-term illness

Smoking

263

Number of cigarettes per day Smoker Working age with long-term illness Permanently sick

(7)

Where we live

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 £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 2006-2008 2002-2005 1998-2001 1995-1997 New property Not new property 11+ years 9-10 years 6-8 years 3-5 years 1-2 years Up to 1 year Accessibility measure to multiple retailers Household density (1km)

2.99

9.07

18.38

30.69

18.25

12.70

4.29

1.73

0.95

0.57

0.28

0.09

574K

93.77

8.48

0.91

2.50

77.30

0.67

8.79

5.96

5.25

0.64

15.90

63.46

0.44

1.74

2.71

2.06

6.94

93.06

45.77

7.37

13.19

16.26

11.80

5.61

13678

1537

100 0 50 150 200 100 200 0 50 150

Property type

Urbanity

Length of residency

Property age/year built

Residence type

Garden

Property value

<£1,500,001

356

301

277

769

1296

1979

2597

(8)

Where we live

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Council/housing association Privately rented Owner occupied Average number of rooms 8 rooms 7 rooms 5-6 rooms 3-4 rooms 2 rooms 1 room H & I G F E D C B A

0.56

5.19

94.25

6.41

32.44

15.75

30.03

18.24

2.38

1.16

15.29

51.22

23.31

5.32

3.71

0.71

0.24

0.20

100 200 0 50 150

Council tax band

Number of rooms

Tenure

435

1345

2241

324

(9)

How Green we are

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

15.91

6.36

9.55

0.22

0.52

0.27

17.45

18.91

18.68

0.56

12.15

10.91

20.34

100 200 0 50 150

Green classification

Carbon footprint

248

216

(10)

How we live our lives

Use budget vs full-price airlines Cruise ship Ferry Coach Train - Other Train - Eurostar Eurotunnel (with vehicle) Air (scheduled) Air (charter) Hired car or motorbike Personal car or motorbike 5 or more 4 3 2 1 Average annual mileage

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 Commuting time in minutes Have paid help Do not have paid help Spend on residential homes Spend on childcare

52.50

2.97

1.61

3.03

5.36

1.24

0.79

36.88

15.58

2.86

29.68

0.28

0.11

0.12

0.14

0.07

6813

17.91

43.69

29.65

8.74

7.94

60.23

19.45

13.15

24.04

19.82

80.18

0.01

0.62

100 0 50 150 200 100 200 0 50 150

*Average number of miles *

Child care

Elderly care

Domestic service

Distance to work

Transport to work

Number of cars per household

Annual mileage

Holidays in last 12 months

Method of transport

Budget vs full price airlines

308

(11)

Average total expenditure per week Other expenditure items Miscellaneous goods and services 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

£2,500 or more £1,750-£2,499 £1,000-£1,749 £750-£999 £500-£749 £250-£499 £100-£249 Under £100 21 nights or more 15-20 nights 14 nights 8-13 nights 7 nights 4-6 nights 1-3 nights

660.75

20.60

8.58

8.15

2.11

11.99

1.76

15.63

1.63

7.35

7.46

4.55

1.36

8.83

15.34

9.00

14.63

11.12

15.20

18.25

13.01

3.46

4.89

7.09

15.34

10.58

27.07

17.88

17.15

100 0 50 150 200 100 200 0 50 150

Expenditure

Length of holiday

Cost of last holiday

(12)

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Travel Sports Science fiction Reference Maps & atlases Home & gardening History Health & well-being Female contemporary Fantasy DIY Crime & thriller Cookery Classic literature Children's Biography/autobiography Enjoy reading 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

8.23

2.82

2.04

7.10

5.36

3.83

9.44

2.51

4.36

2.36

0.93

12.96

9.52

6.90

7.26

14.39

50.26

13.32

4.70

7.54

2.34

15.82

6.60

0.81

1.95

4.59

2.45

15.59

3.82

100 0 50 150 200 100 200 0 50 150

Reading books

Newspapers

248

237

258

(13)

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Other Foreign language TV programme or film Other hobbies and interests Property/DIY Sc-Fi/fantasy Documentaries/educational Political News/current affairs Sports Comedy Arts & culture Music Other entertainment Reality TV Chat shows Game shows/quizzes Any entertainment Films Soaps Serials Single plays (one-off) Any drama Children's

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) PC Link Teletext Widescreen Surround sound (not separate speakers) Stereo sound Integral (built-in) digital tuner HD Ready (high definition)

1.22

1.09

1.64

3.22

1.61

7.55

4.25

12.54

6.23

7.37

2.75

2.37

1.87

1.31

1.71

2.95

5.19

6.83

5.02

5.88

5.93

11.02

0.47

16.07

29.62

3.90

12.55

13.17

0.87

2.18

1.86

1.64

43.90

3.86

6.06

0.69

0.82

0.88

0.97

1.41

1.45

100 0 50 150 200 100 200 0 50 150

TV programmes

Digital features

Satellite and cable TV services

219

(14)

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Yoga Wrestling Weight training/weight machines Triathlon Ten pin bowling Tennis Table tennis Swimming Stock car racing Squash Snooker Show jumping Running Roller skating/roller blading Pool Mountain biking Motor rallying Motor racing Motorcycle racing Martial arts Marathon running Jogging Ice skating Gymnastics Golf Extreme sports (eg BMX, skateboarding) Dance classes Darts Cycling Chess Using cardio vascular machines Bridge Boxing Bowls Badminton Athletics Aerobics/keep fit

1.63

0.60

1.87

1.07

2.52

7.49

2.00

9.22

0.41

1.23

4.82

2.34

3.67

0.49

1.90

1.07

1.54

5.07

1.73

0.89

2.32

2.44

3.23

2.69

5.76

0.95

1.52

1.81

6.04

1.26

3.14

0.83

2.50

2.13

2.35

4.92

4.54

100 0 50 150 200 100 200 0 50 150

Sports and leisure activities, cont...

Sport and leisure activities

(15)

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Wrestling Tennis Snooker Mountain biking Motor racing Ice skating Gymnastics Golf Extreme sports (eg BMX, skateboarding) Darts Cycling Boxing Bowls Athletics Rugby union Rugby league Ice hockey Cricket Netball Football/soccer Contemporary dance Classical music Jazz music Pop/rock concerts Art galleries or exhibitions Theatre performance Visited cinema twice or more in the last month Visited cinema once in the last month Not visited the cinema in the last month

2.29

26.69

17.20

1.55

19.16

9.19

10.67

16.23

2.87

5.45

10.09

8.70

5.07

17.57

28.26

11.31

2.98

19.27

0.13

29.26

20.01

45.26

19.54

40.41

59.19

75.50

12.79

21.03

66.17

100 0 50 150 200 100 200 0 50 150

Sports watched on TV

Attending arts events

232

201

291

272

(16)

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Specialty Store Waitrose John Lewis Tesco Metro Tesco Extra Tesco Express Tesco Spar Somerfield Sainsbury's Local Sainsbury's Netto Morrisons M&S Simply Food Marks and Spencer VG Londis Lidl Iceland Forbouys McColl Farmfoods Dillons One-Stop Costcutters Co-op/Alldays Budgens b2 Asda Walmart Aldi

When buying clothes I care more about style than quality I often buy a product because of its nice packaging I only buy really good quality products If I see a new product in a shop, I often buy it I only buy trusted products I often buy on impulse I like changing brands I usually choose the cheapest products We plan our weekly shopping carefully If I like something, I just buy it I often buy useless things Play every week Yes, I play the lottery

0.50

7.12

1.71

3.93

4.25

16.63

0.99

2.79

1.82

16.29

0.25

6.29

4.99

11.07

0.24

3.98

2.18

0.07

0.78

0.34

0.26

2.55

0.55

7.70

2.60

18.22

6.53

62.84

24.55

51.20

32.68

28.69

18.13

43.73

27.07

15.86

23.10

38.58

100 0 50 150 200 100 200 0 50 150

Shops visited

Lottery

Spending habits

226

296

213

522

356

(17)

How we communicate

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 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

Spend over £45 per month Spend £25-£45 per month Spend under £25 per month Non users Work School, college, university Library Internet café Home More than 8MB 8MB 4MB 2MB Less than 2MB Every day/most days

9.63

52.19

0.78

14.78

1.39

21.22

22.61

23.26

35.27

4.69

7.74

5.26

23.78

29.04

6.36

24.55

69.08

13.80

22.89

3.58

4.11

3.69

65.73

8.16

41.78

21.78

21.99

6.29

56.86

100 0 50 150 200 100 200 0 50 150

Channel preferences - communication

Internet access

Connection speed

Where internet accessed

Users

Mobile phone usage

(18)

How we communicate

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Internet Cinema Television Radio Magazines Newspapers Travel Stocks and shares Sports Social networking and forums Shopping and classifieds Search engines

Property News and media Music Movies Maps Lifestyle Insurance House and garden Health and medical Government Gambling Food and beverage Fashion Entertainment Employment and training Email services Education Childrens sites Business and finance Blogs and personal websites Banks and financial institutions Automotive

13.50

1.36

25.21

0.95

29.85

29.13

100 0 50 150 200 100 200 0 50 150

Internet sites visited, cont...

Internet sites visited

(19)

How we view the world

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

15.04

31.75

31.13

23.08

49.72

41.91

32.62

22.47

14.63

28.06

34.03

11.30

20.64

34.14

28.79

19.22

52.74

38.65

66.41

10.51

54.66

68.73

14.83

17.85

17.30

16.22

30.61

28.83

17.54

9.03

11.19

67.95

100 0 50 150 200 100 200 0 50 150

Personal attitudes

Personal motivations

(20)

How we view the world

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Don’t know None Other party SNP or Plaid Cymru Liberal Democrat Labour Conservative More than £150 £5 or more in the last 12 months

Willing to volunteer time for a good cause Quality of human contact improved by technology London 2012 Olympics will have a positive effect on ordinary people Rules are made to be broken Reports on violence and crime affect my life Real men don't cry Important to do your duty Children should eat what they are given Buy from companies who give something back to society Like to be surrounded by different people, cultures etc Refuse to buy products from a company disapproved of Contraception is a woman's responsibility Cannabis should be legalised A woman's place is in the home

3.89

26.10

1.30

1.89

8.90

16.73

41.20

25.83

78.07

57.64

22.63

24.55

18.23

8.27

4.91

33.63

53.28

44.40

39.56

46.88

6.14

14.35

5.66

100 0 50 150 200 100 200 0 50 150

Charity donations

Personal opinions

Political affiliations

350

(21)

How we get by

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Professional/managerial (females) Manufacturing and mining (females) Other Health and social work Education Public administration and defence Real estate, renting and business activities Financial intermediation Transport storage and communication Hotels and catering Wholesale and retail trade, repair of motor vehicles Electricity, gas and 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 and customer service Personal service Skilled trades Admin and secretarial Associate professional and technical Professionals Managers and senior officials Still at school/full-time student 20+ 19 17-18 16 15 or under University degree and higher Further education (after 16) Secondary education (left at 16) Primary education (left before 16)

38.06

5.99

7.07

11.72

11.05

5.30

23.11

7.02

4.82

3.99

12.24

0.49

7.24

5.01

0.02

0.89

2.93

5.55

3.23

8.69

8.81

25.73

12.43

7.70

5.02

2.37

5.16

5.65

5.81

10.88

17.42

23.18

24.51

14.46

53.93

5.43

15.80

8.68

1.71

63.39

24.78

9.10

2.73

100 0 50 150 200 100 200 0 50 150

Occupation, cont....

Education

Age education completed

Occupation

Industry

(22)

Our financial circumstances

0 50 Understanding Charts Index Mean % 12.48% 100 150 200 Over £750,001 £500,001-£750,000 £250,001-£500,000 £100,001-£250,000 £50,001-£100,000 £25,001-£50,000 £10,001-£25,000 Under £10,000 £0/nothing 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 Under £10,000 Over £4,000 £3,000-£3,999 £2,500-£2,999 £2,000-£2,499 £1,500-£1,999 £1,000-£1,499 £500-£999 Under £500

15.51

8.61

11.70

13.32

10.34

9.26

9.15

15.76

6.34

12.85

3.55

6.47

7.81

8.40

10.44

12.47

13.76

11.13

7.55

5.56

11.09

7.50

6.85

9.89

12.67

17.05

14.35

20.61

45.58

13.94

14.88

7.27

5.95

5.13

2.38

2.50

2.37

100 0 50 150 200 100 200 0 50 150

Gross annual household income

Net household income

Net individual monthly income

Net household wealth

271

295

360

222

325

480

515

820

369

655

£50,000 a year or more (£1000 a week or more) £40,000 to £49,999 a year (£800 to £999 a week) £30,000 to £39,999 a year (£600 to £799 a week) £25,000 to £29,999 a year (£500 to £599 a week) £20,000 to £24,999 a year (£400 to £499 a week) £15,000 to £19,999 a year (£300 to £399 a week) £10,000 to £14,999 a year (£200 to £299 a week) £5,000 to £9,999 a year (£100 to £199 a week) Less than £5,000 a year (less than £100 a week)

(23)

Our financial circumstances

State pension claimants Pension credit claimants Severe disability allowance claimants Disabled benefit claimants Carers benefit claimants Lone parent benefit claimants Incapacity benefits claimants Jobseekers allowance claimants All benefit claimants No direct payment account Households with income <60% of median 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 Household - contents insurance Household - structural insurance Household insurances (of total insurance) Insurance of (total expenditure) No savings ISAs Shares/share options Savings account(s) 2009

19.84

2.43

0.28

0.38

0.33

0.38

2.04

0.58

4.00

4.94

17.29

41.93

30.53

27.54

1.81

6.21

37.97

54.00

40.10

26.13

14.32

19.46

48.96

51.04

36.22

3.53

26.36

11.94

1.85

14.64

181.61

100 0 50 150 200 100 200 0 50 150

Credit and debit cards

Disposable income

Investments

Insurance

Debt/Loans

Perceived ability to cope

Median disposable income

Financial exclusion

(24)

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.

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.

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

(25)

This shows that:

58.39% of Group C have a detached house

10.99% of Group C have semi-detached house

9.51% of Group C have a bungalow

1.88% of Group C have a terraced house

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.

Terraced Bungalow Semi-detached Detached

328

1.88

9.51

10.99

58.39

100 200 0 50 150

Mean%

Terraced Bungalow Semi-detached Detached

328

1.88

9.51

10.99

58.39

100 200 0 50 150

Index below 100

Index above 100

Index 100

(UK average)