a b c d e f g h i j k l m n...

59/67

34/67

39/67

34/67

41/67

26/67

47/67

Level of Urbanisation

Indebtedness Indicator

Non-Mortgage Debt

Gross Financial Assets

Household Income

Presence of Children <18

Age

Rankings

Overview

Swansea SA

Northern Ireland (Belfast) BT

Ipswich IP

Norwich NR

Peterborough PE

Face to face contact

Pride in work

Responsibility

Little population movement

Extensive social networks

Low levels of education

Skilled craft workers

Small businesses

Comfortable spacious homes

Older owner occupied housing

Top Postal AreasTypical Houses

Key Features

Typical Cars

Type D17: Jacks of All Trades

Group D: Small Town Diversity

2.60%2.13%Blue collar workers and traders, serving the needs of small market towns

K OJ NI MH LGFEDCBA

17 18 1916

Mervyn, Trudy, Dylan or Kimberley

DescriptionJacks of All Trades live in neighbourhoods of older owner-occupied housing, often in small towns, which are popular with the type of tradesperson who will re-wire houses or plumb in a new kitchen. They are typically responsible skilled manual workers many of whom are self-employed and who gain satisfaction as well as an income from providing various technical services to local residents from whom they often win business on the basis of personal recommendations.

Neighbourhoods are not the old, inner cores of small towns but very often the unpretentious areas of semi-detached housing that separate them from the more recent outer estates of private housing. Jacks of All Trades are also found in small former council estates where most people have exercised their right to buy, and are common in many of the market towns and large villages of East Anglia and Lincolnshire which are not natural residential destinations for retired people. They are also found in small industrial towns.

An interesting feature of this type is that although they have relatively low levels of formal education – few people have degrees – levels of unemployment are well below the national average and levels of owner occupation well above it. Here people with craft skills have been able to afford a mortgage on an older property and have shown initiative by setting themselves up with the means of delivering useful services albeit on a small scale basis.

These people tend to live in neighbourhoods where there is very little population movement and in communities which have extensive social networks. Such people like to buy from people that they know and are willing to make recommendations to friends about which traders they can rely on. This cultivates an atmosphere of responsibility where people take pride in the work they do, and where they can be relied upon to deliver satisfaction to their customers.

These neighbourhoods of rather old fashioned housing are ones which are typically avoided by young married couples who want to live among people similar in outlook to themselves. Those children that live in these neighbourhoods are more likely to be at secondary rather than at primary school and when they leave school they continue to live with their parents in what are often comfortable and relatively spacious houses from which they find apprenticeships with employers in their local town.

The focus of this type is very much on the social networks of the local community, on the pub, darts, snooker, bowls and the British Legion and relatively little on cultural pursuits. This is not a type which is stimulated by the use of irony in television adverts or by aspirational images in weekly magazines although it does follow political debates. A relatively small share of its wallet is spent with national retail chains, relatively more at independents and at small supermarkets with a limited range and relatively high prices. Typically this is a culture which values face-to-face contacts and has little interest in the Internet as a channel for undertaking transactions.

Who we are

Jacks of All Trades are families of two or three children headed by a married couple, one or both of whom works as a tradesman of some sort. The parents may be anywhere from 36 years old upwards, and some of their children may be fully grown but still living with them. Employment in these neighbourhoods is high, despite Jacks of All Trades low levels of education. Most of them only have GCSEs/O levels, but they may have taken vocational exams or picked up useful skills such as plumbing or carpentry which keep them in work.

Where we live

Jacks of All Trades live in cheap but smart owner-occupied semis and bungalows scattered throughout small towns in the east Midlands, east and south-west of England, and Wales. Many of them grew up in the area, and most of them bought their current houses when they started their families – over 5 years ago for the youngest in the type, and much longer for others. The older residents, having bought a while ago, and cheaply, have paid off their mortgages, or are close to doing so. They are happy where they live, and know some of their neighbours fairly well. On the whole, these are safe and quiet neighbourhoods.

Demographics andBehaviour

Overview




K OJ NI MH LGFEDCBA

17 18 1916


DescriptionHow we live our lives

Jacks of All Trades have erratic leisure lives, often shaped by their jobs. Many of them are self-employed, and may go for several weeks of working long hours to get a job finished, and then have a couple of weeks of downtime. They often fill this downtime with hobbies, such as collecting stamps, coins or model railway sets. DIY is far and away the most popular hobby though, with many Jacks of All Trades employing their skills to improve their own homes in the style they want. Television fills a couple of hours in the evenings, but they do not like to watch lots.

Much of their leisure is quite traditional. They buy standard food from a large supermarket, and cook traditional meals – meat and two veg is a normal meal for them. Eating out is not something they try hard to do regularly. Most households will have at least two cars, often bought secondhand. One of these may be a van, used for the business, and their lifestyles are very car-oriented.

They are not big socialisers, and often spend most evenings a week in with their families. They go on a couple of family holidays a year, to Europe and Spain in particular. Some may have a property in Spain where they go more often, and harbour dreams of retiring there.

They are regular purchasers of tabloid newspapers and the Daily Mail. While the kids are regularly online, their parents are still finding their digital feet. If they do log on, they mostly play games or look at eBay. They do some online purchasing, but generally prefer traditional means.

How we view the world

Many will go to church, and most vote, but mainstream options are not as popular here as they are elsewhere. Non-conformist and evangelical churches are popular, and nationalist parties and UKIP get many votes here too. In England, they are traditional Conservative voters, but seem to prefer more extreme parties when it comes to casting their ballot. Their outlooks are fairly parochial – they like their familiar surroundings and are not very interested by happenings in the wider world. They are tidy, respectable people and tend not to be very opinionated. They pride themselves on a practical outlook and are keen to get on with their lives with as little effort as possible. Many of them volunteer, in ways that are fun and social, but generally community affairs are low on their priority list.

Despite being tradesmen, Jacks of All Trades are not especially entrepreneurial, and would rather work for someone else rather than have the responsibility of their own business. They mostly left school early and did vocational exams as they thought this would be a surer route to steady earnings through trade than further education would. They mainly work so that they can enjoy their spare time, and the flexibility of their jobs appeals to them. They are attracted to brands that can offer them convenience, and not intrude on their leisure time, as well as good value.

How we get by

Jacks of All Trades have not put aside huge savings, and their incomes are fairly middling. While many of them would like to work more hours to earn more money, most are getting by, more or less. They pay the bills on time, and manage to maintain a decent standard of living. However, they do not often have much left over for luxuries or to build up their savings.

Some have good pensions through their employers. This is mainly true of those who work for large industrial employers rather than the SMEs which are the main employers of this type. Others will retire, if they haven't already done so, with nothing but a small personal pension and a few savings to support them beyond the basic state pension.

On the bright side, their expenses are very low. They managed to pay off their mortgages a few years before retirement, and only a few of them have debt issues – most are not very leveraged. And their lifestyles do not demand a great deal of income to sustain them. Jacks of All Trades are working hard and looking forward to stopping at the state retirement age.

Although they may not be big spenders online, this type does research purchases via the web and frequently browses retail websites. The most popular online retailers for this type are auction, classified and DIY sites – plus toy retailers for the kids. While the Internet may not be a key source of news or entertainment for the adults in these households, their children are more Internet savvy. They use social networks to stay in touch with their friends and enjoy playing games and consuming multimedia content online.

Online Behaviour




K OJ NI MH LGFEDCBA

17 18 1916


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

9.11

8.95

21.87

25.69

21.34

13.03

0.06

0.19

0.08

0.09

0.13

7.40

42.50

17.88

2.67

6.94

2.04

11.27

59.20

0.63

1.39

5.27

5.81

5.62

7.77

11.20

10.64

9.86

11.95

14.14

8.99

3.45

1.80

1.48

52.20

47.80

Who we are




K OJ NI MH LGFEDCBA

17 18 1916




0 50


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

5.25

34.90

0.15

3.23

7.54

16.32

7.46

21.40

18.24

25.65

0.03

1.47

4.79

7.76

8.52

15.38

20.11

9.02

15.18

16.28

59.03

22.19

9.91

7.39

1.48

61.49

12.02

13.28

13.21

4.85

10.67

13.57

70.91

0.31

299

246

272

Who we are




K OJ NI MH LGFEDCBA

17 18 1916




0 50


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

0.29

0.37

0.13

0.03

0.40

0.35

0.05

0.06

0.53

0.93

0.06

0.01

0.05

0.18

0.13

0.17

0.16

0.16

0.08

0.18

0.19

0.10

0.58

0.25

0.90

1.24

0.25

3.97

97.27

6.76

23.27

80.71

Who we are




K OJ NI MH LGFEDCBA

17 18 1916




0 50


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

0.00

0.01

0.06

0.46

1.61

7.75

18.21

23.43

21.74

16.55

7.71

2.46

158,515

8.36

3.22

88.42

92.46

1.45

1.07

1.37

93.71

0.09

2.77

1.84

14.62

6.49

61.87

12.42

48.26

7.63

14.23

17.24

9.45

3.19

*

*value in £

216

Where we live

³£1,500,001




K OJ NI MH LGFEDCBA

17 18 1916




0 50


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

8.83

3.75

5.08

0.95

9.09

1.74

12.62

16.45

25.13

7.05

20.24

6.62

0.12

226

How Green we are




K OJ NI MH LGFEDCBA

17 18 1916




0 50


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

2.61

3.97

13.39

9.05

30.96

19.50

20.52

3.25

1.42

1.56

0.19

4.14

25.42

6.21

1.97

11.67

10.37

16.20

7.81

7.97

1.44

13.03

2.06

14.79

1.44

7.25

8.64

4.44

1.84

9.61

How we live our lives

11.79

6.49

7.47

16.14

8.15




K OJ NI MH LGFEDCBA

17 18 1916


How we live our lives



0 50


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

1.02

3.92

6.75

0.81

4.93

2.44

1.57

1.67

1.70

4.05

5.30

5.75

0.39

2.92

2.19

3.13

5.93

13.37

7.42

31.81

19.71

41.16

4.01

10.07

85.92

3.77

43.16

1.40

12.83

28.93

0.64

3.67

4.40

1.54

41.02

1.81




K OJ NI MH LGFEDCBA

17 18 1916


How we communicate



0 50


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

7.45

43.21

3.45

13.91

6.26

25.72

31.98

20.91

29.14

6.17

12.14

8.52

23.12

31.64

16.12

1.58

37.70

3.53

16.71

24.36

19.55

3.35

5.09

1.11

70.91

33.61




K OJ NI MH LGFEDCBA

17 18 1916


How we view the world



0 50


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

10.01

25.09

25.06

26.75

33.75

37.44

41.60

16.56

7.34

32.29

32.57

10.22

31.28

40.57

23.70

11.60

43.79

26.13

60.53

18.79

53.52

52.87

14.86

13.81

12.12

23.02

23.56

22.50

13.99

11.41

9.81

53.46




K OJ NI MH LGFEDCBA

17 18 1916


How we get by



0 50


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

21.97

7.41

5.27

11.84

8.10

5.48

11.41

2.71

6.21

5.68

17.07

0.77

12.56

9.86

0.15

3.02

9.64

11.99

7.87

9.82

8.24

16.63

4.75

3.47

12.81

8.68

6.98

9.03

14.38

10.85

12.40

10.29

14.57

27.96

40.93

25.67

5.44 201

284




K OJ NI MH LGFEDCBA

17 18 1916


Our financial circumstances



0 50


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

9.68

20.17

49.43

20.72

5.78

23.62

4.80

0.42

0.58

0.63

0.65

3.45

0.73

6.43

29.64

30.84

17.96

21.56

30.07

32.22

37.71

36.81

7.59

1.12

11.03

0.67

0.29

0.53

1.24

2.51

6.09

11.99

19.45

25.87

22.38

8.98




K OJ NI MH LGFEDCBA

17 18 1916


Our vehicles



0 50


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

10.09

73.08

5.67

10.94

9.75

41.23

43.30

5.72

Other

Hybrid electric

Petrol

Diesel




K OJ NI MH LGFEDCBA

17 18 1916


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)

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