H32: First-Rung Futures

Young owners settling into the affordable homes they have bought in established suburbs

Type of Aspiring Homemakers consisting of 2.05% of households and 1.80% 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

  • Singles
  • Millennials
  • University degrees
  • High outstanding mortgages
  • Internet via smartphone
  • Don't use landlines


First-Rung Futures are young homeowners aged in their late twenties and thirties. The majority purchased their home in the last few years, many taking their first step into property ownership, and their savings are yet to recover from the cost of moving in. Some residents are single while others live with a partner. Around half of these households have started families and have pre-school or primary-aged children.

Many went to university and are now working hard to further their careers. They typically earn a salary around the national average with some already earning more. Most work full-time to cover the mortgage and bills.

Homes are priced below average and offer value for money. Though modest in size, many were built in older eras and have good-sized rooms. Sometimes there may be opportunities to make improvements and add value to the property. They are found around cities and small towns in established residential suburbs that have good access to shops and jobs.

These people make heavy use of the internet, often via their smartphones, and check social media many times a day. They like the convenience of shopping online, particularly for clothing and footwear, and often order grocery deliveries.