C10: Wealthy Landowners

Prosperous owners of country houses including affluent families, successful farmers and second-home owners

1.45% of households and 1.62% 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

  • Large, detached houses
  • University degrees
  • High discretionary income
  • Horse or pony
  • Oil central heating
  • Electronic money transfers


Wealthy Landowners are older owners of large, attractive houses in rural and village settings. These properties often encompass generous gardens or land. Residents are usually married and aged in their fifties or sixties. Some have adult children living at home and others have seen their children move away.

Their detached homes are spacious, typically with five bedrooms or more. Some were built before 1870 and have characterful traditional features; many others were built in the 1960s and 70s and are well appointed with design details. The address is often identified by a house name rather than a street number. A small proportion are farms.

Many of these householders have reached the pinnacle of their careers and earn high salaries in senior roles. Some have retired already and enjoy generous pension incomes. They have accumulated good levels of assets and many own shares and other investments. Credit cards are used for convenience, and residents spend a high amount but pay the bill in full each month. They like to buy good quality, whether it is an expensive car or premium ranges in the supermarket.

Although internet speeds can be slow in their rural neighbourhoods, they make use of the internet for email and for information such as weather forecasts, local information and news. They are also frequent online shoppers, buying household appliances, holidays and financial products. They are not so keen on social media.