B06: Diamond Days

Retired residents in sizeable homes whose finances are secured by significant assets and generous pensions

Type of Prestige Positions consisting of 1.36% of households and 1.23% of population

Who We Are

  • Aged 66+
  • Household income £70k-£99,999
  • No children
  • Owned detached house
  • Low level of household technology

Key Features

  • Retired
  • Expensive detached houses
  • Highly educated
  • Quality news
  • myWaitrose
  • Lowest social media users


Diamond Days are retired residents who enjoy excellent financial positions. Some have recently finished work, others have been enjoying their retirement for a decade or more. Many are married couples, though some are widowed and now live alone. It is some time since their children grew to adulthood and became independent.

Their detached homes are substantial in size, often with four or five bedrooms, and are worth a significant sum. Many were built in the second half of the last century and were equipped to a high standard in the style of the times. The properties are owned outright and are found in pleasant, well-kept city suburbs or in surrounding towns and villages.

These retirees enjoyed successful careers and now benefit from the pension provisions that they made. With a retirement income equivalent to a good salary and few commitments, they can afford to live very comfortable lifestyles. They have high levels of savings and investments – many have National Savings accounts, Premium Bonds, ISAs and shareholdings.

They use the internet for practical purposes such as route planning, but also to look up share prices, investment information and for day-to-day personal finance tasks. They notice advertisements in the newspapers they regularly purchase.