G27: Thriving Independence

Well-qualified older singles with incomes from successful professional careers in good quality housing

Type of Domestic Success consisting of 1.62% of households and 1.46% of population

Who We Are

  • Aged 46-55
  • Household income £70k-£99,999
  • No children
  • Owned semi-detached house
  • Medium level of household technology

Key Features

  • Middle-aged singles
  • No children
  • Homeowners
  • Calls via smartphone
  • Internet first place for information
  • Electronic money transfers


Thriving Independence are individuals in their forties and fifties who have responsible jobs and are able to afford good-sized homes. Most live on their own but some share their living space, perhaps with a partner, friend or an adult or teenage child.

They own homes that have an above-average market value. These properties typically have three bedrooms but are mixed in style and age. They are found in the more upmarket suburbs of cities and commutable towns that are often well served with trains.

These homeowners earn good wages from roles that have a level of seniority and many work long hours. Their career success has enabled them to make progress in paying off the mortgage and also to put aside modest savings.

They are comfortable on the internet, shopping online regularly and using comparison websites, and they are sometimes influenced by internet advertising. They like new technology but often wait until items become cheaper before purchasing them. Time available for watching television is limited.