E19: Bungalow Haven

Peace-seeking seniors appreciating the calm of bungalow estates designed for the older owners

Type of Senior Security consisting of 1.89% of households and 1.48% of population

Who We Are

  • Aged 66+
  • Household income £20k-£29,999
  • No children
  • Owned bungalow
  • Very low level of household technology

Key Features

  • Pre-war generation
  • Own bungalows
  • No outstanding mortgage
  • University degrees
  • Pay credit cards in full
  • Have wills

Description

Bungalow Haven are retired people who own homes attractive to older generations. They are likely to have moved to these properties in their later years, sometimes relocating to popular retirement destinations such as coastal resorts, and have now been settled there some time. They either live alone or with their spouse and have an average age in their early seventies.

Typically built in a bungalow style, their houses are often found in clusters of similar properties on the outskirts of cities, around mid-sized towns and in particular concentrations in seaside towns. Many properties were built in the 1960s and 70s, usually with two or three bedrooms. They are worth a little below average and are owned outright. The compact, single-floor environments are well suited to residents’ long-term needs.

These elders have retirement incomes that are comfortable enough to allow for small luxuries. They may have some savings to fall back on when needed and some have put these into an ISA. A high proportion have made a will.

They make mid-range spending choices, driving a moderately-priced car and buying standard ranges rather than organic or budget options. They don’t use the internet a great deal and are less confident with technology. They tend towards reading the mid-market press.