F25: Dependable Me

Single mature owners settled in traditional suburban homes working in intermediate occupations

Type of Suburban Stability consisting of 2.39% of households and 1.48% of population

Who We Are

  • Aged 56-65
  • Household income £20k-£29,999
  • No children
  • Owned semi-detached house
  • Low level of household technology

Key Features

  • Older singles, no children
  • Baby boomers
  • Homeowners
  • 3 bedrooms
  • University degrees
  • Pay credit cards in full


Dependable Me are single homeowners in the latter half of their working lives, usually aged between forty-five and sixty-five. Most of these people live alone.

Their mid-sized homes are located in less prestigious suburbs of cities and large towns. Properties are worth less than the national average and are usually three-bedroomed, semi-detached houses with a garden. As they bought these homes a good number of years ago, they usually have a small amount left to pay on the mortgage.

They earn near-average incomes which, as they live alone, need to cover all bills and necessities. But careful planning has enabled them to achieve an acceptable level of financial security using their own resources. They have some savings and may use credit cards but pay off the bill in full each month. They own mid-range cars which they use to drive to work and spend modestly at the supermarket.

They make moderate use of the internet, utilising online banking and paying bills, but they have a below-average use of social media. In general, they are not big fans of new technology.