E20: Classic Grandparents

Lifelong couples in standard suburban homes, often enjoying retirement through grandchildren and gardening

Type of Senior Security consisting of 2.11% of households and 2.22% of population

Who We Are

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

Key Features

  • Retired couples
  • Established in community
  • No qualifications
  • Low internet use
  • Have wills
  • Solar panels


Classic Grandparents are retired couples who live in conventional suburban homes. Many are aged in their seventies or older, and almost all are married. They have lived in their family homes for a long time.

Their houses usually have three bedrooms and are typically semi-detached in style with a modest garden. Their reasonably compact size means property values are below average. They are found around cities and larger towns in all areas of the country.

Though many of these elders did not receive an extended education, they have worked solidly through their lives and achieved a respectable level of financial security. They own their homes outright, have some retirement income in addition to the state provision and, as couples, have the benefit of two pensions. They therefore have a comfortable amount to live on and are likely to have modest savings which may be invested in ISAs. They value insurance and aim to be financially self-sufficient.

They don’t spend time online and may ask younger family members to help with new technology. Many buy a newspaper every day and find the advertisements in them useful.