I: Family Basics

Families with limited resources who budget to make ends meet

7.59% of households and 8.86% of population

Who We Are

  • Aged 36-45
  • Household income £30k-£39,999
  • One child
  • Council/Housing Association
  • High level of household technology

Key Features

  • Families with lots of children
  • Council/HA tenants
  • Low discretionary income
  • Low affluence
  • Internet via smartphone
  • Games consoles



Family Basics are households bringing up children, who have limited incomes and budget carefully. Most adults are aged in their twenties, thirties and forties. Many live as couples, others are single. Children are aged from pre-school years to adulthood.

Residents live in low-cost family homes that are terraced or semi-detached houses, typically with three or fewer bedrooms. Many of these affordable homes are rented from local authorities or housing associations; others have been purchased with a mortgage. Housing typically dates from the middle part of the twentieth century and is often found within estates of similar properties.

Adults in employment earn modest wages from a range of lower-level jobs. Not everyone works full-time – some work part-time or stay at home to look after children, and some are studying or looking for work. With low disposable incomes and many priorities competing for cash, parents work hard to make their money stretch as far as possible. They shop carefully, looking for bargains and buying budget ranges. A credit card is sometimes used to spread payments, and some may take out loans.

Smartphones are used extensively for communication, and social media is checked regularly. Parents are expert at finding value for money online and search for discount opportunities. For entertainment, households have multiple TV sets and also games consoles.