G29: Mid-Career Convention

Professional families with children in traditional mid-range suburbs where neighbours are often older

Type of Domestic Success consisting of 2.45% of households and 2.55% of population

Who We Are

  • Aged 36-45
  • Household income £70k-£99,999
  • Two children
  • Owned detached house
  • High level of household technology

Key Features

  • Married couples
  • 2+ children
  • Generation X
  • Homeowners
  • Outstanding mortgage
  • Order from takeaways


Mid-Career Convention are families with parents in their thirties and forties and children of school age. They own average-priced homes in quiet, established suburbs where many of their neighbours are of an older generation.

Their mid-range houses are semi-detached or detached properties with three or four bedrooms that were usually built in the latter half of the twentieth century. They are found in suburbs further away from urban centres, sometimes on city outskirts or more often in small to medium-sized towns.

Jobs tend to be in non-manual occupations that offer above-average salaries. These employees are less likely to commute to city centres, often finding work closer to home. It is likely that one partner works part-time to look after the family, a lifestyle choice that has an impact on the family’s potential to save. Mortgage payments are a significant outgoing.

Households are likely to own two vehicles as they rely on cars to get to work and the shops.

They frequently access the internet via tablets, smartphones and computers, tending to go there first for information. Online shopping enables them to find items that are good value. They don’t watch many hours of television but may watch recorded or on-demand programmes.