H33: Contemporary Starts

Young families and singles setting up home in modern developments that are popular with their peers

Type of Aspiring Homemakers consisting of 1.54% of households and 1.43% of population

Who We Are

  • Aged 26-35
  • Household income £50k-£59,999
  • One child
  • Rented terraced house
  • Very high level of household technology

Key Features

  • Millennials
  • Modern houses
  • Lived in current home for 1-3 years
  • University degrees
  • Work full-time
  • Internet via smartphone


Contemporary Starts are residents in their late twenties and thirties who have moved into homes built in recent years. These modern developments of housing are attractive to young people and many neighbours are at a similar stage of life. Households are often headed by a couple. Around half have started a family and have a young child of pre-school or primary age.

Homes are a mix of terraced, semi-detached and a few detached properties, reflecting the trend for varied housing styles in newer estates. These are often located at the edge of cities or in towns and villages within easy reach of large centres. Houses mostly have three bedrooms and are valued a little below average. While the majority are owned with a mortgage, a significant proportion are rented from a private landlord.

Adults earn above-average wages working full-time in good jobs, and households with two salaries have a healthy income. Those residents who don’t own their home are likely to be saving up for a deposit. A significant number take out loans to finance large expenses and they are likely to have recently checked their credit report.

The internet is their main source of information and they use social media to keep up with friends. They also use instant messaging a great deal – their smartphones are essential, and they would be lost without them.