C12: Scattered Homesteads

Older households appreciating rural calm in stand-alone houses within agricultural landscape

Who We Are

  • Aged 56-65
  • Household income £30k-£39,999
  • No children
  • Owned detached house
  • Very low level of household technology

Key Features

  • Rural areas
  • Agriculture, forestry and fishing
  • Large, detached houses
  • Farms and named buildings
  • Oil/solid fuel central heating
  • High environmental impact gap

Description

Scattered Homesteads are older people in their fifties, sixties and seventies who live in areas of countryside a long distance from cities and towns. Many of these homeowners are married couples whose children have left home, though some live with adult children or on their own.

Their homes are either stand-alone rural properties or situated in small hamlets and are worth slightly more than average. Usually detached in style, these houses may have surrounding land that allows some owners to keep horses or hens. Residents have usually lived in their properties for some time and own them outright.

Those in their pre-retirement years may be self-employed or work in local firms, sometimes in agricultural or hospitality businesses. Many others are now retired. Incomes tend to be below the national average, but most have sufficient for a reasonable lifestyle and are likely to have some savings.

Internet speeds tend to be slow which can make online activities more difficult. But with limited retail options in the local area, these residents make frequent use of internet shopping - purchasing financial products, using online auction sites and buying items for the home and garden. A car is essential for getting around and they are likely to drive to their nearest grocery shops once or twice a week.