D14: Satellite Settlers

Mature households living in developments around larger villages with good transport links

Type of Rural Reality consisting of 1.95% of households and 1.87% of population

Who We Are

  • Aged 46-55
  • Household income £40k-£49,999
  • No children
  • Owned detached house
  • Low level of household technology

Key Features

  • Rural areas
  • Older households, no children
  • Homeowners
  • Garden or allotment
  • Internet from desktop/laptop
  • Free mobile phone apps

Description

Satellite Settlers are people in the latter part of their working lives who live in villages within reach of larger towns and cities. They are typically aged between forty-five and sixty-five. Some live on their own and others live as couples. Most are beyond their child-raising years.

These communities have a pleasant, low-density environment but are situated near to main roads which allow access to wider opportunities and amenities. Residents own average-value homes found in cul-de-sacs and infill developments. Built since the middle of the last century, these houses are a range of styles – some detached, others semi-detached, terraced or bungalows. Most properties have three bedrooms and a reasonable-sized plot.

Many people are employed full-time in occupations that offer mid-range salaries, giving them sufficient income to live well. For most, cars are necessary to get to work and each employed adult is likely to have their own vehicle.

They use the internet for email communications. Online shopping allows them access to goods not found in the local area, and they order a wide variety of products.