D15: Local Focus

Rural families in affordable village homes who are reliant on the local economy for jobs

Type of Rural Reality consisting of 1.84% of households and 1.86% of population

Who We Are

  • Aged 36-45
  • Household income £20k-£29,999
  • One child
  • Council/Housing Association semi-detached house
  • Low level of household technology

Key Features

  • Rural areas
  • Families with children
  • Oil/solid fuel central heating
  • Internet via smartphone
  • Single trip travel insurance
  • Free mobile phone apps


Local Focus are families who live in low-cost homes in villages located some distance from major centres. Residents are typically in their thirties and forties, some married or with partners and others single. Many have children under eighteen who may travel some miles to their school.

They live in more affordable village homes that are valued well below the national average. These are either semi-detached or terraced houses that have relatively limited space, though most have three bedrooms. Some residents own their properties and others rent, usually from local authorities or housing associations.

Too far away to commute to city jobs, most adults find employment with local businesses or service providers, and wages tend to be basic. Those households with more than one earner find it easier to cover expenses but discretionary income and savings in most households tend to be low.

They depend on their car to get to work and visit shops. At the supermarket, budget ranges are popular, but they also like to buy free-range products. They use the internet every day and often access it via their smartphones. Social networking use is high, and they also regularly make online purchases including clothing and footwear.