H35: Flying Solo

Independent young singles on starter salaries choosing to rent homes in family suburbs

Type of Aspiring Homemakers consisting of 0.93% of households and 0.79% of population

Who We Are

  • Aged 18-25
  • Household income £30k-£39,999
  • No children
  • Rented terraced house
  • High level of household technology

Key Features

  • Young singles and homesharers
  • Newly moved in renters
  • No children
  • A-level education
  • Standard current/savings account
  • Don't use landlines

Description

Flying Solo are young people, aged twenty-five and under, who live in affordable homes within popular family suburbs. The majority live alone, others keep their housing costs down by sharing with partners or friends. They are unlikely to be thinking about children yet.

They have sought out good-value, smaller properties within desirable neighbourhoods. Many rent from the private sector, but some have bought their homes, often within the last three years. They may have moved into the area to be close to their place of work or have decided it was time to live independently from parents.

These young adults often work full-time in early-stage career jobs, earning good salaries for people their age, and they anticipate working their way up the career ladder. Some may work in interim jobs while they look for longer-term options. Others still may be undertaking extended study. They have low levels of savings and drive older cars.

With lives that are organised online, they spend many hours on the internet. Social media is checked frequently to keep up with friends, and these young people make video calls and listen to music online. They are likely to take notice of internet advertising.