H31: Affordable Fringe

Settled families with children, owning modest 3-bed semis in areas where there's more house for less money

Type of Aspiring Homemakers consisting of 1.89% of households and 2.00% of population

Who We Are

  • Aged 36-45
  • Household income £40k-£49,999
  • Two children
  • Owned semi-detached house
  • Medium level of household technology

Key Features

  • Families with 2+ children
  • Generation X/Xennial parents
  • A-level education
  • Mid household income
  • Low value properties
  • Homeowners with mortgages


Affordable Fringe are parents who own family homes in neighbourhoods where house prices offer value for money. They are typically found around the edges of cities and in larger towns. On average, parents are aged around forty and are usually married. Their children are likely to be at primary school or in their teenage years.

These families have been settled at their current address for some years. Typically, their homes are semi-detached properties with three bedrooms. Priced well below the national average, they offer reasonable living space at an affordable cost for these growing families.

Parents earn slightly below-average wages in a range of intermediate and lower-level occupations, usually less than half an hour’s drive from home. Often, one partner works full-time while the other works part-time. Mortgage payments and living expenses don’t leave a great deal of money for discretionary spending and some families may use credit cards to spread payments. They may take out a loan for larger purchases such as cars, with many families owning two reasonably priced vehicles.

They use the internet frequently and shop online to find better-value deals. They are likely to have a smartphone on a monthly contract and check social media regularly.