M56: Self Supporters

Hard-working mature singles who own their budget houses and earn modest wages

Type of Modest Traditions consisting of 2.17% of households and 1.33% of population

Who We Are

  • Aged 46-55
  • Household income £15k-£19,999
  • No children
  • Owned terraced house
  • Low level of household technology

Key Features

  • Middle-aged singles
  • No children
  • Low value, terraced houses
  • Low discretionary income
  • Access internet from home
  • Watch TV

Description

Self Supporters are single people in the latter half of their working lives, who own affordable homes in inexpensive suburbs. Aged between their mid-forties and early sixties, they live alone in the homes they have owned for many years.

Their properties are very modestly priced houses, usually terraced or sometimes semi-detached, that have two or three bedrooms. They are found in city and town suburbs in neighbourhoods that offer value for money. Mortgage payments are low for these homeowners, and they can look forward to a time when they own their houses outright.

They work full-time in occupations that offer below-average wages, perhaps in manufacturing or in local administrative jobs. With only a single income to rely on, they budget carefully to ensure they can cover unexpected expenses. Most feel they are coping on their present resources even though they would prefer money to be less tight.

They are not frequently on the internet, but they occasionally buy items online and might use price comparison websites. They wait until new technology becomes more mainstream and affordable before they are persuaded to try it. Watching television is quite a popular pastime and they often notice the advertisements.