B: Prestige Positions

Established families in large detached homes living upmarket lifestyles

7.89% of households and 9.20% of population

Who We Are

  • Aged 56-65
  • Household income £100k-£149,999
  • No children
  • Owned detached house
  • Medium level of household technology

Key Features

  • Own large, detached houses
  • Highly educated
  • High discretionary income
  • Garden or allotment
  • Pay credit cards in full
  • Breakdown cover

Types

Description

Prestige Positions are affluent families who live in spacious homes within sought-after neighbourhoods. Most householders are married couples – some are older and no longer have dependants, others have children or young adults to support. Many have lived in their high-status homes for many years.

They own large, detached homes that have a substantial market value situated in attractive streets. Four or five bedrooms are the norm and houses are surrounded by pleasant gardens. They are often located in suburbs at the outer edges of cities or in nearby small towns and villages that have good connections to cities.

These highly educated residents have achieved success in their careers. Many work in managerial, professional and director roles earning excellent salaries. They have money to set aside for investment and look out for financial options with good returns. Some can afford to cut back on work, either to look after family or in anticipation of retirement, and some are already enjoying generous pensions.

Not all feel expert on the internet, but they use it regularly as a convenient source of information and news, and as a practical way to manage finances and shop for tickets and holidays. They often own more than one expensive car, which is usually financed from savings.