F: Suburban Stability

Mature suburban owners living settled lives in mid-range housing

 7.41% of households and 8.74% of population

Who We Are

  • Aged 56-65
  • Household income £30k-£39,999
  • No children
  • Owned semi-detached house
  • Low level of household technology

Key Features

  • Older families, no children
  • Own mid-value semis
  • 3 bedrooms
  • Established in community
  • News and media sites
  • Solar panels

Types

Description

Suburban Stability are owners of traditional suburban houses. They are in the second half of their working lives, typically aged between forty-five and sixty-five. Many are married couples, some are single. Most parents have reached the stage where their children are adults, but a good number still provide them with a home.

Their homes are priced below the average and found in established residential suburbs. Most are semi-detached, some are detached or terraced, and they usually have gardens. These residents have been paying the mortgage for many years while the property has grown in value, and they are now likely to have a good amount of equity in the property.

Many work full-time in jobs that earn below-average wages, perhaps in lower managerial and intermediate occupations. Some households have more than one earner and those with adult children may receive a modest contribution from the younger family members. They are likely to have some savings that have been put away over time.

They are fairly confident online, using the internet a moderate amount for information and shopping. Their suburban location is less well served with public transport and they use their cars to drive to work and the shops. Many households have more than one vehicle, particularly those with multiple generations.