D: Rural Reality

D: Rural Reality is a Mosaic group

Householders living in less expensive homes in village communities (5.89% of households, 5.55% of population)

Who We Are

  • Aged 46-55
  • Household income £20k-£29,999
  • No children
  • Owned semi-detached house
  • Low level of household technology

Key Features

  • Rural areas
  • Oil/solid fuel central heating
  • Internet at home
  • Free mobile phone apps
  • Watch TV
  • Comprehensive car insurance



Rural Reality are households who live in affordable properties in village and countryside settings. Some communities are within reach of larger centres, but most are situated a distance from towns and cities. Many residents are mature in age, but families with children are also included.

Those of working age are employed in the local economy in roles usually found close to home. Their intermediate and lower-level occupations earn below-average wages that don’t leave a great deal to spare at the end of the month. Older residents are retired and rely on modest pension incomes.

They live in the more affordable properties within these rural locations, that are valued below the national average. Homes are a mix of building types including semi-detached, terraced and detached houses. These are less likely to be traditional cottages. Around two-thirds of residents own their homes and the others rent from either social or private landlords.

Cars are a necessity in these areas, and shops, schools and services are often a considerable drive away. Slow internet speeds tend to discourage people from going online for entertainment, but they use the internet for practical purposes including paying bills and banking. They regularly make online purchases of a wide range of items not available in the local area, and some use social media. Residents tend to shop less frequently and sometimes use local independent stores.