H30: Primary Ambitions

Families with school-age children, who have bought the best house they can afford within popular neighbourhoods

Type of Aspiring Homemakers consisting of 2.15% of households and 2.33% of population

Who We Are

  • Aged 36-45
  • Household income £50k-£59,999
  • Two children
  • Owned terraced house
  • High level of household technology

Key Features

  • Families with young children
  • 3 bed terraces
  • Vocational qualifications
  • High outstanding mortgages
  • Internet via smartphone
  • Children's toys/accessories sites


Primary Ambitions are families who have bought more affordable houses on the periphery of desirable neighbourhoods that have access to good schools and amenities. Parents are in their thirties or early forties and have pre-school or primary-aged children. Many moved in a few years ago with family life and school catchments in mind.

Their homes are terraced or semi-detached, have three bedrooms and are valued a little below average. These properties tend to be small and the living space cosy, particularly when filled with children’s toys. They are located in city suburbs and around large towns.

In many households both parents work full-time, in others one works part-time or is taking a career break while their children are young. Incomes are above average, but mortgage payments and family expenses mean outgoings are high and there isn’t much money to spare. Savings are not a priority for the moment, and some families take out loans for large expenses such as cars.

With their long working hours and childcare commitments, these busy parents are short of time. They use the internet frequently across multiple devices to find information and good deals. Many appreciate the convenience of grocery shopping online and they also search for toys and games. They have a high response to email advertisements.