O: Rental Hubs

Educated young people privately renting in urban neighbourhoods

 7.29% of households and 6.82% of population

Who We Are

  • Aged 26-35
  • Household income £40k-£49,999
  • No children
  • Rented flat
  • Very high level of household technology

Key Features

  • Young singles and homesharers
  • Rent flats
  • Very high internet use
  • Internet via smartphone
  • Watch videos online
  • Don't use landlines



Rental Hubs are young people enjoying city lifestyles in accessible locations. Usually aged in their twenties and thirties, they moved to their current addresses relatively recently. Many live alone and others share with housemates or partners, but few are thinking about children yet.

Most are well educated and either have university degrees or are in the process of gaining them. Some are making an excellent start in their careers – these people often work in service industries earning good salaries and they enjoy having money to spare. Some haven’t yet found their dream job and make do with interim roles that pay the bills. Others are full-time students who survive on limited funds. Most haven’t yet earned enough to build up savings.

Accommodation is usually rented from private landlords. Homes are typically apartments, sometimes terraced houses, and they are often small in size with one or two bedrooms. Buildings tend to be either quite old or very modern. With excellent public transport services in the neighbourhood and few parking spaces, residents are less likely to own a car. They can walk to many destinations including local shops.

The internet is an integral part of their lives and they are frequently online. Communications revolve around their smartphones and they check social media regularly, using wireless hotspots when away from home. They consume music and entertainment online, watching viewing options that are in their control in preference to television.