Market Characteristics of Dorset Holiday Visitors

All images copyright of the Arts Development Company and Culture+ Executive Summary Figure 1 – England residents’ holiday choices

VisitEngland research indicates that growth to coastal destinations among domestic tourists is relatively stagnant. Such destinations, when seeking to grow domestic visitor spend, therefore need to differentiate their product to increase market share. Dorset is well-placed to do this. It is in the South West, which attracts most of all holiday and short break visits to the seaside (see Figure 1). Visitors to the South West are generally more affluent than those visiting coastal areas to the North and East of England - average spend on a seaside trip of four nights across England is £241 per trip ** (or £60 a night). The spend profile for Dorset is likely to exceed this average. Key visitor group segments have now been identified from market analysis. Some of these are likely to enjoy Dorset as a main holiday destination (as a rule, these groups are likely to be less affluent and more cost constrained), while others are likely to come to Dorset for a second holiday, or a short break of 1-4 nights duration (these segments are generally more affluent and enjoy a wider range of activities). Seven key segments have been refined from the analysis. All of these groups have some characteristics in common. For example: • The beach and seaside are likely to be a key attraction to all segments • Traditional destination and mainstream accommodation resources are an important source of information about holidays with social media playing a relatively minor role in holiday decision making • The type of people represented within the segments are not risk-takers when it comes to holiday choices, and while some elements of the holiday may be taken on a spontaneous basis, accommodation, travel and main activities are booked in advance. • The group is generally comprised of families and older travellers. There are, however, also some important differences. The needs of the various visitor groups are differentiated by holiday type and expectations of quality. These differences are played out in different geographical zones of the County.

** Source: www.visitbritain.org/sites/default/files/vb-corporate/Documents-Library/documents/England-documents/ve_tourism_seaside_infographic.pdf Executive Summary

Figure 2 – Characteristics of key domestic market segments visiting Dorset Those segments taking their main holiday in Dorset are likely to be more constrained by cost and more sensitive to changes in the economic environment. They are likely to choose cheaper accommodation and ration holiday activities more carefully. They are likely to exhibit less loyalty to the holiday destinations they visit. Given this lack of loyalty there are limited opportunities to increase the value of tourism spend from this group. Increasing competitiveness is therefore likely to require investment decisions that accentuate sense of place, while ensuring price competitiveness. Figure 2 illustrates how the core market segments to Dorset may fit with its Figure 3 – Visitor expectations about the coast product offer at a high level (sub sets of the market such as Bournemouth and Weymouth will have specific characteristics). Figure 3 highlights the qualities that are generally anticipated by domestic visitors to the coast (VisitEngland research). Any initiatives to develop the Dorset brand will need to be aware of these visitor perceptions and expectations of the coastal experience. Information about different visitor characteristics and preferences can be used to support decision making regarding marketing and product development across Dorset. Choices about which visitor types to target will involve a KEY:* trade off between the volume of visitors and the Traditional main holiday product value of their spend. Different trade-offs may be Less well off short breakers made in different parts of the county. The data can Affluent short breakers also support decisions about branding, including whether specific geographical sub-brands can be 3 * May not be representative of the Bournemouth product used to better target specific visitor types. The Mosaic Methodology Table 1 – Type of tourism businesses that provided data vs accommodation The Mosaic database is constructed from a range of sources of consumer data collated choices of visitors to England’s Coast as a whole from 47 million adults and 24 million households. Source data includes the electoral roll, Business type % of all England % of businesses in the council tax property valuations, house sale prices, self reported lifestyle surveys and coastal holiday sample consumer data compiled by organisations such as Kantar. makers using this type These data sets are combined to create profiles of individuals and households (based on the postcode area in which they live). The underlying assumption is of accommodation** that households in postcodes with similar property types and values will have similar Hotel 26 8 lifestyle attributes. An indexing system supports analysis, allowing users to interrogate specific lifestyle behaviours and identify whether they are more (index value of 100+) or Caravan/camp 44 59 less (index value of 100-) prevalent than across the UK adult population as a whole. The site/Holiday park Mosaic system provides 15 broad segments at a high level. Each high level classification can Visitor Attraction N/A 30 be broken down into sub groups to support better understanding of the nuances (see Figure 4). In this document, Mosaic data is supplemented by industry insight from a range of Self catering 14 2 sources. accommodation Figure 4 – High level segments in the Mosaic dataset The purpose of this activity was to gain a snapshot of the characteristics of visitors to Dorset – and especially of staying visitors. To that end 222,387 home postcodes of visitors were collected from tourism businesses across Dorset. Duplicates and incorrect/non-UK postcodes were removed, leaving a total sample of 157,907 unique postcodes. These were analysed using the Mosaic methodology. When reading the resulting analysis, it is important to take account of the following. It is likely that the sample over-represents caravan and camp sites/holiday parks and under-represents hotels, private rented accommodation (especially modes favoured by younger customers such as Airbnb) and B&Bs. This is likely to result in a skew in the market data to over-state the percentage of some groups. The data is also skewed towards businesses in West Dorset. Sub group analysis Visits to friends and relatives (VFR) and day visitors will be represented to some extent in the Visitor Attraction data. However, data for these groups can only be fully captured via bespoke (and relatively costly) on-street surveys. International visitors (including language school students) are excluded from the sample. 4 Key visitor segments Figure 5 – Dorset Market Segments % values coloured white indicate segments in which the Dorset sample has a higher proportion of adults than the UK as a whole. These By their very nature, leisure tourists tend comprise the seven key segments for which detailed analysis is provided in Appendix 1. Appendix 2 provides a summary of all market to be drawn from the more affluent segments. sectors of society. The Dorset sample is comprised mainly of: • The relatively affluent Prestige Positions, Country Living and Domestic Success segments. These segments are prolific holiday and short break takers. Suburban stability 2.7% 12.0% 10.0% 7.8% 11.2% 7.8% • The less affluent aspiring homemakers and suburban stability segments. These groups are less frequent holiday takers and some elements take their main holiday in the UK. • The older and less well off Senior Security and rural reality segments. Domestic success Aspiring Homemakers Municipal Challenge These segments typically take one or 5.4% 3.1% 1.4% 2.8% two shorter holidays per year and tend 13.8% 11.4% to favour the UK. Some segments (e.g. urban cohesion) are relatively under-represented in the sample as a whole. These segments may, however. be important to some parts of the County. Some Urban Cohesion sub-- segments, for example, may be important 3.2% 4.7% 2.6% to Bournemouth. 5 Origin of visitors

Figure 5 – Visitor origins Figure 5 demonstrates how London, Bristol and Birmingham provide most visitors to Dorset. Most staying visitors come from within a 2 – 2.5-hour journey time (there are circa 20 million potential consumers within a 2.5-hour drive of the county’s border*). A significant minority of visitors drive for 3 – 3.5 hours – these visitors are probably comprised of main holiday-takers and are likely to include Aspiring Homemakers drawn from the West and East Midlands, as well as Bristol and the South East.

The suburbs around urban conurbations are a significant source of visitors as is the south coast. Intra Dorset travel is also significant. This near-by market provides multiple opportunities for events and off-season travel promotions, especially given the freedom of many in these segments to travel outside school holiday periods.

* Dorset Destination Management Plan Evidence Base 6 APPENDIX 1 The seven key segments and their characteristics Mosaic UK Groups

B Prestige Positions - Overview

• Prestige Positions are affluent married couples whose successful careers have afforded them financial security and a spacious home in a prestigious and established residential area. While some are mature empty-nesters or elderly retired couples, others are still supporting their teenage or older children. Key Features . High value detached homes . Married couples Household income . Managerial and senior positions . Supporting students and older children £100k + . High assets and investments . Online shopping and banking Vital Statistics . % of UK households classified as Prestige Positions – 7% . % of UK individuals classified as Prestige Positions – 9%

8 Mosaic UK Groups

B Prestige Positions – Travel & Tourism

SUMMARY Holiday spend profile Accommodation preferences Destination Characteristics WHERE THEY LIVE This group are the most Visitors to Dorset from the affluent of the Dorset Prestige Positions segment segments. They include are most likely to live in wealthy families with older London and the South East. children living at home, Those who live outside the families who are helping • Spend on last holiday £1,000 - • Like up-market accommodation • Short breaks are often in the UK. capital are found in children establish £2,000+ brands • Likely to prefer heritage cities, spa affluent suburbs around themselves on the housing • Most likely of all Dorset segments • Well disposed towards Airbnb breaks, prestigious honey pots and metropolitan centres to spend £4,000+ on holidays per • Value quality more than price up-market seaside towns e.g. ladder & younger retirees. (the darker the red They are characterised by annum. • Relatively likely to be second home Cheshire, Cotswolds, Lake District, the higher the density owners Whitstable, Southwold, Fowey. of people in the UK their high spend on who match this holidays and short breaks. segment profile) They typically take two or What they like to do How and when they book Group composition more holidays of 11 – 14 nights per year, often in overseas destinations. They are the most prolific short break takers in the • Cruises/winter sports are a popular • Tend to plan in advance • Usually short break as a couple UK population. main holiday • Relatively likely to book online • Younger members of this group may Key criteria when choosing • Sailing/boating on holiday appeals • Use a range of traditional be accompanied by older children trips is quality and this • Enjoy culture and sight-seeing destination and tourism sites when group are least likely to be • Seek out quality/local food & drink choosing accommodation concerned about cost (but opportunities • Are influenced to some extent by value for money matters) TripAdvisor 9 Mosaic UK Groups

C Country Living - Overview

• Overview • Country Living are well-off homeowners who live in the countryside, often beyond easy commuting reach of major towns and cities. Some people are landowners or farmers, others run small businesses from home, some are retired and others commute distances to professional jobs. Key Features . Rural locations . Well-off homeowners . Attractive detached homes . Higher self-employment . High car ownership . High use of Internet Vital Statistics . % of UK households classified as Country Living – 6% . % of UK individuals classified as Country Living – 6%

10 Mosaic UK Groups

C Country Living – Travel & Tourism

SUMMARY Holiday spend profile Accommodation preferences Destination Choices WHERE THEY LIVE One of the most affluent Visitors to Dorset from groups in the UK and this group are likely to mainly comprised of come from the South older couples. This West/West Midlands and group are the second to a lesser extent, the . Typical spend on last . Relatively less likely to stay in a . Favour the countryside home counties. most prolific holiday holiday£250 - £499 hotel* . Actively choose good quality takers in the Dorset . Total holiday spend on all . Like the personal touch of B&B environment sample. Typically, they holidays per year £1,000 or private rental* . Especially attracted by national take two holidays per to £2,500+. . Neutral views on branded parks, AONBs, National (the darker the red year, preferring longer the higher the density hotels. Trust/English Heritage. of people in the UK holidays. who match this They enjoy segment profile) holidaying in the UK and overseas destinations, What they like to do How and when they book Age & Group composition but are one of the most likely of all our groups to choose to take their main holiday in the UK.* . Enjoy outdoor pursuits (golf, . Likely to book all short break . Likely to be aged 56+ They enjoy combining walking, cycling, watersports* elements separately . Predominantly holiday as relaxation and . Are likely to visit a garden, . Undertake their own research couples exploration on holiday museum, heritage or cultural . Tend to use trusted UK . Some will holiday as extended and are more likely than attraction* tourism websites/the National families (with children and other groups to enjoy . Want to explore and relax Trust/English Heritage* grandchildren) visiting and exploring . Enjoy local food and drink. . Relatively likely to holiday the countryside with pets *Data derived from Project Lion 11 Rural Reality are D Rural Reality - overview likely to be aged 46 – 55

• Overview • Rural reality are typically aged 46-55 living in inexpensive homes in rural locations. They usually own their own homes or live in properties managed by social landlords. They often run They are likely to They have their own businesses and live in areas where internet speeds modest are slow (and hence are not significant users of the internet). own their own incomes homes and live in (£20 – Key Features . Modest incomes lower cost 29k) . Include cohabiting couples, more mature singles and some housing families . Most likely of all groups to shop at the Cooperative . Often have satellite TV They include . Relatively likely to listen to local radio or read a local mature couples, newspaper families and . Are relatively infrequent users of the internet. older singles. Vital Statistics . % of UK households classified as Aspiring Homemakers – 6% . % of UK individuals classified as Aspiring Homemakers - 6% 12 Mosaic UK Groups

D Rural Reality – Travel & Tourism

SUMMARY Holiday spend profile Accommodation preferences Destination Choices WHERE THEY LIVE As a rule, this group are As the name implies, not prolific holiday this group are typically takers. They are very found in more rural cost conscious and – parts of the UK and do when they do go away – not tend to live in/ . . . have a tendency to take Holidays tend to be short and Likely to enjoy camping Short breaks mean they tend around London. typical holiday spend is very . Tend to favour not to travel too far from very short breaks. (the darker the red They tend to prefer limited (circa £250 to £500 on accommodation choices that home the higher the density all holidays) facilitate pets . Likely to favour AONB’s of people in the UK destinations in the UK who match this . and select more rural . A significant proportion of this Relatively unlikely to be national parks and less segment profile) environments. group do not go on holiday influenced by brands. crowded rural areas Shopping, spas and resort style activities are not likely to appeal to What they like to do How and when they book Group composition and age this group. There is a tendency for this group to travel with their pets (typically a dog) and so . Likely to enjoy. boating and . Tend not to plan and book . With family members (but not pet friendly sailing much in advance necessarily a spouse) accommodation and . Likely to enjoy walking and . Likely to use traditional . Most likely of all groups to facilities can appeal to other gentle outdoor pursuits information sources travel with a pet. them. . Likely to enjoy country pubs. . Do not tend to be big users of . social media/check email infrequently

13 Mosaic UK Groups

E Senior Security • Overview • Senior Security are elderly singles and couples who are still living independently in comfortable homes that they own. Property equity gives them a reassuring level of financial security. This group includes people who have remained in family homes after their children have left, and those who have chosen to downsize to live among others of similar ages and lifestyles. Key Features . Elderly singles and couples . Homeowners, comfortable homes . Additional pensions above state . Don't like new technology . Low mileage drivers

Vital Statistics • % of UK households classified as Senior Security – 8%

• % of UK individuals classified as Senior Security – 7% 14 Mosaic UK Groups

E Senior Security

SUMMARY Holiday spend profile Accommodation preferences Destination Choices WHERE THEY LIVE With a median age of This Mosaic group 75, this group are a predominantly live in the growing segment of the South, South East and UK population (18% of South West of the UK. the UK population are Visitors to Dorset are 65+ - this will reach 25% . Most common total spend on . Relatively likely to book packages . Very likely to choose to take drawn from these areas. by 2036). last holiday £250 - £499 . When booking branded main holiday in UK This group are well . Total holiday spend on all accommodation, favour value . Likely to Favour seaside resorts, disposed towards main holidays typically £500 – £999 . Like the personal touch of e.g. Eastbourne, Lewes, Torbay, (the darker the red holidays in the UK and per year. B&Bs*. Plymouth, Saundersfoot. the higher the density typically travel during of people in the UK who match this shoulder periods. They segment profile) predominantly travel as singles and have a What they like to do How and when they book Group composition higher propensity to travel by coach. They are among the most likely of all Dorset . Culture is particularly . Tend to book well in advance . More likely than other groups to segments to book important . Are least likely of all groups to travel alone. packages (as opposed to . Like to learn something new book online . Accessibility matters (especially independent holiday on holiday . Have a tendency to book through as many travel without a car) components) . . Seek out local food and drink travel agencies . Potential to meet ‘like-minded’ . Tend to utilise information from people on holiday is a destination organisations. consideration

*Data derived from Project Lion 15 Include more F Suburban stability - overview affluent empty nesters & families supporting older • Overview children with less • Typically mature couples or families, some enjoying recent disposable income empty-nest. Household • Live in mid-range family homes in traditional suburbs where Relatively likely incomes they have been settled for many years. to have older typically • A significant proportion are still supporting adult children and relatives living (£30 – some will be supporting older relatives with them 49k) • Many have paid off the mortgage • Key Features . Modest incomes Likely to . Likely to live in well established suburbs research . Use the internet and undertake careful research when making significant purchases. holiday choices

Vital Statistics on the internet . % of UK households classified as Suburban Stability– 8% . % of UK individuals classified as Suburban Stability - 10% 16 Mosaic UK Groups

F Suburban Stability – Travel & Tourism

SUMMARY Holiday spend profile Accommodation preferences Destination Choices WHERE THEY LIVE Suburban Stability tend This Mosaic group to go on two holidays typically live in the North per year, selecting and East. With the destinations in the UK or exception of the East Europe. They like to Midlands, many lie cruise and occasionally . Typical spend on all holidays . Prefer up market hotels . Beach destinations in Europe outside of an easy drive travel further afield. per year £500 - £2,500 . Also like up market self catering . Cruise lines distance of Dorset. They like the . Like the value offered by . Lake, mountain, countryside (the darker the red value/affordability of packages . Package holiday destinations the higher the density of people in the UK package holidays. (including All inclusives) who match this They typically go segment profile) on holiday with their partner, but they are sometimes joined by What they like to do How and when they book Group composition and age adult children. They enjoy relaxing and like to stay in luxury hotels/self . Relaxing on holiday is critical . Typically spend little time . Wealthier elements of this group catering. They tend to . Enjoy beach holidays planning holidays likely to travel as empty nesters go away from May to . Likely to also enjoy cruises . Typically book within weeks of . This group more likely to have an September, but save . Relatively unlikely to enjoy taking the holiday elderly relative living/holidaying money by going on boating . Relatively likely to research with them relatively short holidays. . Not particularly influenced by holiday choices on the . Children are typically older (12+) cultural activities. internet. and frequently young adults.

17 Mosaic UK Groups

G Domestic Success - overview

• Overview • Domestic Success are high-earning families who live affluent lifestyles in upmarket homes situated in sought after residential neighbourhoods. Their busy lives revolve around their children and successful careers in higher managerial and professional roles.

Key Features a homemaker . Families with children . Upmarket suburban homes . Owned with a mortgage . 3 or 4 bedrooms . High Internet use . Own new technology Typical Household Vital Statistics income . % of UK households classified as Domestic Success – 7% £50 . % of UK individuals classified as Domestic Success – 7% – 150K 18 Mosaic UK Groups

G Domestic Success – Travel & Tourism

SUMMARY Holiday spend profile Accommodation preferences Destination Choices WHERE THEY LIVE Usually holidaying as a The Dorset Domestic family, this group tend to Success segment are likely visit during peak periods. to live in London and the They enjoy luxury South East, with a smaller accommodation, but proportion being drawn also camp/caravan/stay . Typical spend on last . Likely to camp/caravan/chalet . Unlikely to have strong from the area around in a holiday park. holiday £250 - £499 . Also Short break in hotels/rented destination loyalty Like to try Bristol and the West and Beach holidays and . Typical spend on all accommodation different places East Midlands. city breaks are . . holidays per year £1,000+ Like the idea of luxury Enjoy resorts, cities, countryside (the darker the red favourites. They like to accommodation – entertainment drives choice. the higher the density combine relaxation with of people in the UK who match this sightseeing or other segment profile) leisure activities. They usually take one main What they like to do How and when they book Group composition and at least one short break. Main holidays are sometimes in the UK. This group are . Enjoy beach holidays . Likely to plan in advance . Typically 2 parents aged 36 – 55 entertainment hungry . Likely to take.3 activity breaks . Will respond to email offers . Typically travel in family groups when on holiday. They . Likely to enjoy resort holidays . Tend to book online with 1 – 3 children and 2 parents are likely to spend time (e.g. Center Parcs) . Use trusted destination and . Children typically aged 11 or less at a theme park, . Influenced by family focussed accommodation sources zoo/aquarium and/or festivals/special events . Likely to be well disposed to festival/sporting event.* TripAdvisor

* Source: Project Lion 19 Mosaic UK Groups

H Aspiring Homemakers - overview

• Overview • Aspiring Homemakers are younger households who have, often, only recently set up home. They usually own their homes in private suburbs, which they have chosen to fit their budget. Key Features . Younger households . Full-time employment . Private suburbs . Affordable housing costs . Starter salaries . Buy and sell on eBay

Vital Statistics . % of UK households classified as Aspiring Homemakers – 9% . % of UK individuals classified as Aspiring Homemakers - 8%

20 Mosaic UK Groups

H Aspiring Homemakers – Travel & Tourism

SUMMARY Holiday spend profile Accommodation preferences Destination Choices WHERE THEY LIVE This group are among This Mosaic group the most likely to take a typically live in cheaper/ main holiday in the UK newer suburbs around (and thus will travel London/South East/ further than short break Midlands. The Dorset takers). They visit during . Typical spend on last holiday . Most likely to go caravanning . Small children make ease of segment includes visitors school holidays and are £250 or less and camping access and travel times critical from these areas and East likely to camp or stay in . Typical spend on all holidays . Low hotel brand awareness . Availability of affordable and West Midlands. a resort. per year less than £1,000. . Likely to be well disposed accommodation and (the darker the red Family incomes are towards Airbnb attractions drives choice. the higher the density constrained and holiday of people in the UK who match this spending limited. They segment profile) typically take one main What they like to do How and when they book Group composition and age holiday a year and perhaps one short break. Aged 26 – 35, these are among the youngest of the key groups to . Enjoy the beach/seaside . Likely to use TripAdvisor . Usually two adults + children Dorset and good . Particularly likely. to enjoy . Frequent users of social media (typically cohabiting rather experiences during their theme parks/resort holidays . Spend little time planning – than married) child-rearing years can . Like the idea of spa holidays but book in advance . Travelling with 1 – 3 children, lay the foundation for (but can’t always afford them). . Relatively unlikely to use often of nursery or pre-school family holidays for years destination age to come. websites/resources.

21 APPENDIX 2 The Mosaic Segments and Sub Groups (as provided by Experian)

22 Segmentations Segmentations Mosaic UK Grou Type Person Grou Type Person p p A City Prosperity A01 World-Class Wealth A01a Charles E Senior Security E18 Legacy Elders E18a Reginald A01b Isabelle E18b Betty A02 Uptown Elite A02a Benedict E19 Bungalow Haven E19a Arthur A02b Susannah E19b Beryl A03 Penthouse Chic A03a Christian E20 Classic Grandparents E20a Stanley A03b Olivia E20b Mavis A04 Metro High-Flyers A04a Oliver E21 Solo Retirees E21a Wilfred A04b Claudia E21b Doris Grou Type Person F Suburban Stability F22 Boomerang Boarders F22a Brian p B Prestige Positions B05 Premium Fortunes B05a Jeremy F22b Christine B05b Fiona F22c Andrew B05c Cameron F22d Kathryn B05d Madeleine F23 Family Ties F23a Russell B06 Diamond Days B06a Donald F23b Deborah B06b Margot F23c Jack B07 Alpha Families B07a Giles F23d Chloe B07b Annabel F24 Fledgling Free F24a Graham B08 Bank of Mum and Dad B08a Nigel F24b Linda B08b Hilary F25 Dependable Me F25a Barry B08c Alexander F25b Carol B08d Eleanor G Domestic Success G26 Cafés and Catchments G26a Dominic B09 Empty-Nest Adventure B09a Roger G26b Katherine B09b Gillian G27 Thriving Independence G27a Nick C Country Living C10 Wealthy Landowners C10a Richard G27b Kim C10b Penelope G28 Modern Parents G28a Craig C10c Edward G28b Alison C10d Harriet G29 Mid-Career Convention G29a Simon C11 Rural Vogue C11a Declan G29b Joanne C11b Bethan H Aspiring Homemakers H30 Primary Ambitions H30a Matthew C11c Aidan H30b Emma

C11d Megan H31 Affordable Fringe H31a Darren

C12 Scattered Homesteads C12a Robin H31b Lisa

C12b Judith H32 First-Rung Futures H32a Adam Village Retirement Basil C13 C13a H32b Amy C13b Myrtle H33 Contemporary Starts H33a Ben D Rural Reality D14 Satellite Settlers D14a Adrian H33b Gemma D14b Sally H34 New Foundations H34a Brett or Michelle D15 Local Focus D15a Shane H35 Flying Solo H35a Luke D15b Tanya H35b Lauren D16 Outlying Seniors D16a Cyril

D16b Marjorie

D17 Far-Flung Outposts D17a Angus

D17b Jessie Segmentations Mosaic UK Segmentations Mosaic UK Group Type Person Grou Type Person I Family Basics I36 Solid Economy I36a Ricky p I36b Tracey M Modest Traditions M54 Down-to-Earth Owners M54a Dennis I36c Billy M54b Maureen I36d Paige M55 Offspring Overspill M55a Malcolm

I37 Budget Generations I37a Kevin M55b Janice I37b Julie M55c Carl I37c Connor M55d Vikki I37d Demi M56 Self Supporters M56a Gary I38 Childcare Squeeze I38a Wayne M56b Lynn I38b Kelly N Urban Cohesion N57 Community Elders N57a Abdul I39 Families with Needs I39a Kyle N57b Gloria I39b Stacey N57c Imran J Transient Renters J40 Make Do & Move On J40a Lee N57d Yasmin J40b Jade N58 Cultural Comfort N58a Ravinder J41 Disconnected Youth J41a Liam N58b Jaswinder J41b Chelsea N58c Mandeep J42 Midlife Stopgap J42a Steve N58d Priya J42b Sue N59 Asian Heritage N59a Sajid J43 Renting a Room J43a Lukasz N59b Shazia J43b Monika N59c Akhtar K Municipal Challenge K44 Inner City Stalwarts K44a Alfred N59d Parveen K44b Rose N60 Ageing Access N60a Gerald

K45 Crowded Kaleidoscope K45a Abdi N60b Patricia K45b Asha O Rental Hubs O61 Career Builders O61a Dan K46 High Rise Residents K46a Jim O61b Hannah

K46b Charlene O62 Central Pulse O62a Tom

K47 Streetwise Singles K47a Scott O62b Holly

K47b Ashley O63 Flexible Workforce O63a Marius Low Income Workers Terrence K48 K48a O63b Agnieszka K48b Denise O64 Bus-Route Renters O64a Ross L Vintage Value L49 Dependent Greys L49a Walter O64b Lynsey L49b Annie O65 Learners & Earners O65a Sam L50 Pocket Pensions L50a Albert O65b Emily L50b Elsie O66 Student Scene O66a Will L51 Aided Elderly L51a Ronald O66b Sophie L51b Peggy

L52 Estate Veterans L52a Ernest

L52b Maud

L53 Seasoned Survivors L53a Harold

L53b Lily

All data in this report is drawn from postcode data that has been analysed using the services of the Experian Mosaic Database. The analysis was undertaken by RHP Ltd. At the time of publication all information is believed to be correct. RHP Ltd, however, cannot be held responsible for any errors that occur. Business should use a range of data when making decisions and should use the information in this document as a guide only.