M54: Down-to-Earth Owners

Ageing couples who have owned their inexpensive home for many years while working in routine jobs

Type of Modest Traditions consisting of 1.55% of households and 1.60% of population

Who We Are

  • Aged 56-65
  • Household income £20k-£29,999
  • No children
  • Owned terraced house
  • Very low level of household technology

Key Features

  • Married baby boomers
  • Homeowners
  • Established in community
  • No qualifications
  • Low household income
  • Solar panels


Down-to-Earth Owners are mature couples in their pre-retirement or early retirement years. They bought their modest homes many years ago and have seen them rise in value, though they are still very affordably priced by current standards. Typically aged in their fifties or sixties, these long-married partners have finished raising their children and now have their homes to themselves.

Their houses are small terraced or semi-detached homes that typically have three bedrooms. These are usually older properties and are found in the most affordable neighbourhoods in city suburbs and towns.

Around half of these residents are still in employment, working in lower-level jobs that for many years have brought them reliable wages to pay the bills. The other half have retired and depend on pensions. These older households may not have as much income but appreciate the extra freedom they now have. The mortgage is nearly completed or paid off which has eased their financial position. They may have modest savings, which they prefer to use rather than taking credit, and most are managing reasonably well financially.

They don’t use the internet as much as some, and they can worry about the security of their personal information online. Many read popular newspapers regularly and they watch a good amount of television.