O65: Learners & Earners

Inhabitants of the university fringe where students and older residents mix in cosmopolitan locations

Type of Rental Hubs consisting of 0.76% of households and 0.82% of population

Who We Are

  • Aged 26-35
  • Household income £20k-£29,999
  • No children
  • Rented terraced house
  • Medium level of household technology

Key Features

  • Full-time students
  • Provider maintained properties
  • Very internet savvy
  • Don't use landlines
  • Shop online
  • Spend little on main shop

Description

Learners & Earners are students, recent graduates and local people who live side-by-side in neighbourhoods close to higher education institutions. Many residents are in their twenties and thirties and are likely to be highly mobile, moving on from their address after only a few years.

Younger residents are single and usually share houses or rent small living spaces alone. Those studying have limited income; those who have started work may be enjoying their first experience of graduate salaries.

Older, settled residents are in the minority and are likely to be families. They benefit from access to the wider range of local shops and services that are drawn to the area by the students and some may find employment at the university. Their incomes are typically below average.

Homes are usually terraced houses, many built in the Victorian or Edwardian eras. The majority are rented from private landlords, but older residents may own their homes. Property prices are generally below the national average.

Use of the internet is high for communication and entertainment and these people are responsive to internet advertising. Mobiles are used at home rather than landlines. The television is watched less as many people choose viewing options that are in their control, using on-demand services or watching TV series, films or videos online.