C: Country Living

Well-off owners in rural locations enjoying the benefits of country life

 6.22% of households and 6.27% of population

Who We Are

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

Key Features

  • Rural locations
  • Own old, detached houses
  • Electronic money transfers
  • Garden or allotment
  • Oil central heating
  • High environmental impact gap



Country Living are owners of rural homes who enjoy a comfortable lifestyle. Many are of an older generation, aged in their fifties or beyond, who appreciate the quiet atmosphere of the countryside. Some are families who have made an active choice to raise their children in a rural environment. Most are settled and have been living at their address for some time.

They own attractive homes that are priced well above the average and are situated in rural landscapes or within small villages. Many houses are detached and are often identified by names rather than street numbers. There is a mix of traditional properties and more modern buildings, and the accommodation is usually spacious with four or more bedrooms and gardens outside.

These rural residents enjoy good incomes. Many commute some distance to professional or managerial jobs or run a business from home. Some have retired and enjoy comfortable pension incomes.

Slow internet speeds may discourage constant internet use and older residents are not so confident online. But many take advantage of the wider range of products and services available online compared with those available locally. They support local shops as well and like to buy free range. Cars are essential to get around.