C11: Rural Vogue

Country-loving families pursuing a rural idyll in comfortable village homes, many commuting some distance to work

1.51% of households and 1.64% of population

Who We Are

  • Aged 36-45
  • Household income £70k-£99,999
  • Two children
  • Owned detached house
  • Medium level of household technology

Key Features

  • Rural areas
  • Families with school-age children
  • Large, detached houses
  • Good income
  • Electronic money transfers
  • Oil/solid fuel central heating


Rural Vogue are families who live in comfortable homes situated down country lanes and in small villages. Their preference for the countryside prioritises environment and space over proximity to amenities. These residents are typically aged in their thirties and forties. Many have children of primary or secondary age who may have to travel some distance to their school.

These families own homes of above-average value. Properties are usually detached with three or more bedrooms and good-sized gardens. They are often set apart from any neighbours and many addresses have names rather than street numbers. While some buildings originate from before 1870, most were built after 1955.

Parents work in jobs that provide good salaries and many households have the benefit of two incomes. While they have a comfortable lifestyle, mortgage costs and family expenses mean savings are modest so far. Cars are essential in these locations and many households own more than one vehicle, driving many miles in the course of a year. A small proportion work from home but most drive to their workplace.

In spite of slow internet speeds, they make good use of the internet for information and regularly use price comparison websites and online auctions.