H: Aspiring Homemakers

Younger households settling down in housing priced within their means

 8.79% of households and 8.53% of population

Who We Are

  • Aged 26-35
  • Household income £40k-£49,999
  • One child
  • Owned semi-detached house
  • Medium level of household technology

Key Features

  • Families with young children
  • 3 bedrooms
  • High outstanding mortgages
  • Internet via smartphone
  • Texts and photos on smartphone
  • Order from takeaways



Aspiring Homemakers are young people in their twenties and thirties who are putting down roots in pleasant homes. Many have moved in recently, others have lived there for a few years and are beginning to settle. Households are a mix of young couples and single people. Around two-thirds have started families and have young children.

Most have bought homes that are attractive to younger buyers. They are sensibly priced below the national average but mortgage payments still make a significant dent in these owners’ monthly finances. A smaller number of residents rent from private landlords. Housing is modestly sized and a mix of styles, some modern and some dating from older eras.

Residents earn mid-range salaries in a variety of occupations. Most work full-time but a number may work part-time or take career breaks when their children are small. While their incomes are respectable and have potential for future growth, outgoings are often considerable. Some households take out loans, perhaps for modest cars or home improvements, but they are likely to be mindful of their credit status and many put aside savings when circumstances allow.

Free time is precious for many as they work long hours to establish themselves in their careers, and family commitments may fill the weekends. They use the internet as their main source of information, accessing it frequently via their smartphones. They do a lot of messaging, check social networks and look for bargains online, buying clothes, footwear and children’s toys.