A04: Metro High-Flyers

Career-minded 20 and 30-somethings renting expensive apartments in highly commutable areas of major cities

Type of City Prosperity consisting of 1.54% of households and 1.74% of population

Who We Are

  • Aged 26-35
  • Household income £70k-£99,999
  • No children
  • Rented flat
  • Very high level of household technology

Key Features

  • Singles
  • Small, rented flats
  • Career-focussed
  • High income
  • Cosmopolitan lifestyles
  • Uber passengers

Description

Metro High-Flyers rent upmarket apartments that are conveniently located for travel to city-centre career jobs. They make high use of public transport and also walk to destinations when possible.

They are typically aged in their twenties and thirties and are yet to marry or have children. Some live alone, others share the rent with a flatmate or partner. Many moved into their flats in recent years.

The apartments are worth nearly twice the national average, a reflection of high house prices in the area and the convenience of these locations for commuting. They are mostly rented from the private sector, with a minority owner occupied. The flats are either situated in purpose-built developments or in older buildings that have been converted into individual living spaces. They usually have one or two bedrooms.

The majority of these well-educated people work full-time in roles that offer high salaries. They are progressing well in their chosen careers and have money to spend on technology and entertainment. Their income also allows them to put money aside into savings.

They use the internet to find most information and are online for many hours a week. Using hotspots when they are away from home allows them to check social media frequently, and they make video and voice calls via the internet. They can be influenced by comments and reviews online.