a b c d e f g h i j k l m n o - guides.business-strategies...

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Level of Urbanisation

Indebtedness Indicator

Non-Mortgage Debt

Gross Financial Assets

Household Income

Presence of Children <18

Age

Rankings

Overview

London (East) E

Glasgow G

Edinburgh EH

London (West) W

London (South West) SW

Technology

Access to services

Fashionable / stylish

Purpose built apartments

Professional jobs

High expenditure

Good salaries

Good prospects

Young

Well educated

Top Postal AreasTypical Houses

Key Features

Typical Cars

Type O64: Bright Young Things

Group O: Liberal Opinions

1.36%1.65%Well-educated young singles paying high rents to live in smart inner city apartments

K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

DescriptionBright Young Things contains large numbers of well educated young “high flyers”. They live in smart inner city areas in studio, one and sometimes two bedroom apartments, which are mostly modern, purpose built or converted apartments that they rent from private landlords.

In their late twenties and most with a degree, this is an exceptionally mobile population. For this type it can be more convenient to live in a furnished flat than to go to the trouble of acquiring furniture. Being at work during the day and at bars, cafés and entertainment venues in the evening, they want homes which are easy to maintain, which are compact but located in the smart parts of town where they can guarantee access to the services that support a cosmopolitan way of life. These are places where followers of fashion would be happy to live and to be seen shopping or buying tickets to see avant-garde films in the local cinema. People tend to meet their partners and marry relatively late, and do not have children until their careers are well set.

Many Bright Young Things live in those parts of London where people rely on parks rather than gardens for recreation, and for taxis rather than their own cars to get home late at night. But most large regional centres will have their own quarters where this type is common, particularly Edinburgh and Glasgow, Manchester, Liverpool and Leeds, Bristol, Reading and Brighton.

This type are now accelerating up corporate career ladders. Many work in the old professions of law and accountancy, perhaps working for a large nationally known partnership, others will be involved in media and marketing or in IT and will occupy desks in the multi-storey office blocks which characterise the central areas of most large provincial cities.

A key characteristic of this type is the merging of their work and non-work lives. Acquiring the skills and networks to be successful in their jobs often involves social activities such as the visit to the pub after work on Friday or evening visits to restaurants where they can compare notes with fellow young professionals or trusted friends from their university days. These are people who, in sociological parlance, are at the stage of their lives where they are highly focused on the development of human rather than financial capital.

High earning and fast spending, Bright Young Things spend a particularly high proportion of their income on rent and on lifestyle experiences, eating out, going to the cinema and the theatre, weekend breaks, long haul holidays, visiting the gym and physically demanding sports. They also spend heavily on new consumer technologies which focus on entertainment, communications and information management. By contrast these people are unlikely to spend much of their leisure time at DIY stores, garden centres or at car show rooms.

Bright Young Things tend to be liberal in their values and international in tastes. People are particularly likely to read the features pages of the broadsheet newspapers and to read special interest magazines. They travel abroad regularly, mostly to destinations where they are exposed to local cultures, and they enjoy eating at restaurants with a foreign menu. Well informed about global warming and the humanitarian problems of the third world, they are willing to apply sanctions against companies that do not match up to their strict standards of social and environmental responsibility.

Bright Young Things enjoy adverts. In particular they appreciate irony and humour, and respond to these better than to “hard-hitting” statements of benefits. They are among the first to try out new technologies and are quick to see the benefit of collaborative websites and of viral marketing.

Most people in this type pride themselves on their appearance and take trouble to ensure that they come across well when meeting new people for the first time. As a result this is a good target market for health and beauty products and for retail chains that sell stylish clothes.

This is a type which often relies on its credit cards to fund expensive purchases. However it is not a type that has yet to focus on the importance of saving for retirement, though in the current climate, accumulating the deposit to buy a home of their own may become a more pressing financial objective.

Who we are

Bright Young Things are 26-35 years old, and ethnically very diverse, with many people of east Asian and Chinese origin. They all have degrees, and often further qualifications. They mostly work as highly skilled and well-paid white-collar professionals, but a few are still students. They are mostly single, and often sharing with a housemate, though a few will be cohabiting with their partners. None have children.

Demographics andBehaviour

Overview




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

DescriptionWhere we live

Bright Young Things live in flats that have been recently built or converted, many in gated communities. They are mostly found in luxury developments in inner London, Leith and central Edinburgh or parts of Glasgow. They usually rent from a private landlord, and moved in less than five years ago. Their homes are highly technologically advanced, with high-definition satellite TV and wireless networks. While they like where they live, Bright Young Things don't expect to stay too long, seeing it as a staging post before buying their own place or moving abroad. They have very little contact with their neighbours, and often report high levels of crime and vandalism in the surrounding area, but it doesn't bother them too much, as they feel safe here.

How we live our lives

Bright Young Things spend most of their weekdays working, and many keep long hours. When they leave the office, they want to spend as much time as possible enjoying themselves and not doing chores. Many of them will have cleaners, who they rarely see, to keep their flats tidy. While they do cook sometimes, they also eat out a lot, or get take-aways. They are very attracted to Fairtrade and organic foods, but usually just go to whichever supermarket is closest on the way home. Despite their affluence, they are not averse to going to Lidl, Aldi and Morrisons. Restaurants are an essential part of their social lives, as many of their friends live similar lifestyles, and they often eat out together. Much of their social lives will still be organised mainly around university friends, and as well as restaurants will incorporate the cinema, theatres, expensive cocktail bars and group holidays to Europe. City breaks, sporting holidays and visiting friends living abroad are all particular favourites.

Few have a car, except for company cars, and they usually use public transport or even walk to work, as many chose their flats specifically to be able to do this. Many will cycle to work as part of their tight fitness regimes. They are also regular gym goers, sometimes in lunch hours or first thing in the morning. They try to keep their bodies looking good – the men may even take supplements to help build muscle.

They usually read a quality newspaper most days, especially the FT, Guardian or Independent. They also tend to have very good Internet connections and spend a lot of time online in the evenings, when they are not socialising. They log in every day to check their email, Facebook and RSS feeds from their favourite blogs. They are also keen users of iPlayer and other video-on-demand services, though they don't watch very much television. They prefer media that they find more engaging and involved. They also shop online a lot, especially for event tickets. They do not spend much on their mobile phones. Many have work mobile phones or Blackberries that allow them mobile Internet access without having to pay for it.

How we view the world

Bright Young Things are highly educated, and are conscious of themselves as an elite, a status they happily embrace. They are well-informed about the world, and see themselves as opinion leaders. Despite having very good incomes, few are satisfied, and want to progress further up their career ladders. Time with their family is not as important as getting ahead at work. They are hungry for responsibility and power in their jobs, and the benefits that come with it. Extremely career-oriented and driven, they see work as a challenge and exciting as a result. Many want to rise within their industry or to set up on their own, either doing something similar, or having made a pile, something completely different. They often wish they had more leisure time, but see this as a crucial phase when they have to make sacrifices to get where they want to be.

Bright Young Things have a wide circle of friends in similar situations with whom they socialise regularly. Despite their gregariousness, their contact with broader society is limited. Few volunteer or even donate to charities, despite their high incomes. Most do not vote. Many are not eligible, not being UK citizens, but others don't see the point. Those who do, vote disproportionately for the Lib Dems, SNP or Green party. Few are politically active. If they are involved in sports or other civic associations, they are likely arranged through friends and predominantly contain other Bright Young Things. As a result, while they are very socially liberal and tolerant of difference, they disapprove intensely of progressive economic policies, particularly redistributive taxation. They also feel that rules are made to be broken in many cases, but think green issues are important and punish/reward companies on the basis of their green and ethical behaviour.




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

DescriptionHow we get by

Bright Young Things were, until recently, very confident about their financial future. While their job security now looks shakier than it did when they entered the labour market, they are mostly still optimistic that their education and high skills will serve them well in the end. Their lack of commitments means that they can afford to take risks and try new things if they need to. Nevertheless, while they have a well-paid job, they are quickly building up substantial savings which will soon form the deposit on their first property. Many have extremely high incomes early on in their careers. They mainly work in advertising and marketing, finance and insurance or media and PR.

Apart from their company pensions, most don't have pensions, preferring to save into unit trusts and equity ISAs to fund their deposits. They have little contact with insurance, as they don't own a house or car and don't bother insuring much else. Most have credit cards, and some debt from their student days may still be on these. They are quite savvy about shifting it from card to card, however, and plan to pay it off quickly now that they are earning.

This type are active participants in social media and are likely to have their own blog and Twitter and Flickr feeds. They do still use email, however, and often communicate online with business and professional contacts outside of office hours. Currently in the spending rather than saving phase of their lives, this type spends more time following the news online than managing their finances. They are following the property market online, but at the same time are just as likely to be found browsing a restaurant guide as a property website.

Online Behaviour




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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

3.27

3.50

5.11

40.44

29.82

17.85

0.37

6.16

1.24

1.51

1.86

14.25

16.93

53.12

0.76

2.99

1.62

28.24

13.27

0.11

0.14

0.32

0.72

0.53

0.71

1.40

1.89

2.53

3.27

5.46

9.48

31.94

38.45

3.03

46.49

53.51

603

407

213

211

521

304

237

Who we are




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin



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

1.01

1.90

0.65

1.42

20.99

60.83

9.68

2.70

0.40

3.33

2.24

1.64

4.30

6.26

1.33

4.51

13.27

1.26

48.91

5.80

4.55

9.09

22.73

59.09

4.55

68.84

8.27

8.76

14.13

0.00

3.92

15.69

80.39

0.18

564

215

549

258

206

Who we are




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin



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

0.87

5.27

2.18

0.53

4.68

3.18

0.24

0.97

5.54

5.01

0.11

0.32

0.89

0.82

1.04

1.91

2.31

3.65

1.25

2.31

3.23

0.81

4.87

4.40

5.51

8.47

4.04

12.63

66.31

9.85

20.20

47.94

282

325

345

294

408

358

206

607

546

433

263

244

300

252

360

313

237

206

357

466

219

420

223

294

Who we are




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin



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

0.11

0.39

1.54

9.66

18.62

22.37

15.70

12.25

9.57

6.74

2.51

0.52

258,919

7.77

57.95

34.28

33.33

23.64

1.31

2.48

3.14

0.00

35.43

61.37

1.38

0.01

1.60

0.21

3.54

2.19

7.27

25.40

39.92

21.68

*

*value in £

270

272

617

321

216

555

608

283

242

Where we live

³£1,500,001




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin



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

5.97

2.27

3.70

6.43

0.59

8.10

0.21

0.11

0.06

1.20

0.96

7.87

74.47910

How Green we are




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin



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

2.58

9.56

15.72

23.35

28.52

9.07

11.20

6.87

6.43

12.91

0.85

4.59

13.36

2.43

5.73

8.75

2.33

10.55

4.39

9.75

2.27

10.71

2.35

12.59

1.26

5.88

11.82

5.13

1.78

8.21

315

244

227


16.14

10.35

9.85

18.66

7.73




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin




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

2.81

5.05

6.08

2.31

3.75

4.17

2.55

1.89

2.34

3.58

2.90

6.02

0.63

1.57

2.99

4.69

25.49

29.41

25.49

64.71

64.71

64.71

16.33

20.41

63.27

23.16

31.96

1.79

12.77

17.40

1.94

4.01

0.00

2.40

33.57

2.97

225

291

246

253

210

262

347

246




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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

20.00

65.00

5.00

0.00

6.67

3.33

10.00

31.25

43.75

0.00

6.25

4.69

14.06

18.75

15.66

3.32

27.87

3.38

14.07

35.70

26.52

8.16

6.01

9.41

49.90

50.00

298

212219

214




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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

9.90

19.32

35.34

28.66

49.48

34.77

43.52

22.39

15.75

34.60

45.32

12.06

13.79

28.82

22.92

26.56

57.47

27.26

48.64

9.97

54.54

62.63

29.17

23.69

30.20

22.60

51.41

37.68

23.60

3.91

24.14

52.38




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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

36.91

5.58

9.45

11.00

7.94

5.06

25.85

8.86

5.42

7.02

9.66

0.50

5.66

3.23

0.01

0.24

4.67

7.08

4.15

5.73

9.57

27.36

13.80

5.91

7.45

2.58

5.94

5.62

4.82

9.18

22.72

22.49

19.20

68.39

29.43

2.18

0.00

220

216




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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

7.31

12.85

46.76

33.07

3.65

8.27

3.27

0.29

0.35

0.32

1.19

4.15

1.61

8.06

25.96

33.17

18.27

22.60

27.51

32.19

40.30

34.06

12.32

1.76

17.38

3.63

1.70

2.43

4.27

5.56

10.15

13.41

16.17

19.38

14.52

8.77

246

231




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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

21.44

26.75

43.08

7.74

1.23

7.63

39.18

51.96

Other

Hybrid electric

Petrol

Diesel

390

217

267




K OJ NI MH LGFEDCBA

65 66 6764636261

Euan and Erin

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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