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- Marketing To City Dwellers - UK - December 2011
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“Improved quality of life, increased affordability and low crime feature prominently amongst the reasons for trading city living for the suburbs and rural areas. Over four in ten urban 16-24s are feeling less safe in the aftermath of the urban riots, and this sentiment is likely impacting on their aspirations for home buying, with over four in ten who are interested in purchasing a home in the suburbs and over a third eying the countryside in the intermediate future.”
– Ina Mitskavets, Consumer and Lifestyles Analyst
Some questions answered in this report include:
- What proportions of the population live in urban vs. rural locations?
- What are the profiles of consumers living in these areas?
- What proportion of urban and suburban dwellers rent or own homes?
- What are the aspirations of consumers living in urban vs. rural locations?
- What factors affect choice of home location?
- How does the choice of location affect how money is spent?
Issues in the Market
Methodology
Definitions
Abbreviations
Future Opportunities
Influentials
Retired for hire
Executive Summary
Land of hope and hopeless
Figure 1: Area of residence, September 2011
Urban profile
Figure 2: Demographic profile of urban dwellers, September 2011
Urban renters dominate
Figure 3: House tenure, September 2011
Priced out of the market
Urban home owning
Urban independence
Keeping their finger on the pulse
Figure 4: Reasons to live in current location, by area of residence, September 2011
Bad housekeeping?
Figure 5: Money spent in a typical month, by area of residence, September 2011
The other end of the spectrum
A tale of two cities
Demographic Overview
Key points
So who lives where?
Figure 6: Area of residence, September 2011
Urban profile
Figure 7: Demographic profile of urban dwellers, September 2011
Figure 8: House tenure, September 2011
Suburban profile
Figure 9: Demographic profile of suburban dwellers, September 2011
Rural profile
Urban migration trends
Immigration and internal migration
Figure 10: Migration, by type and area type, England, mid-2008-mid-2009
Changing industry, changing urbanisation
Employment prospects
Finances
Figure 11: Proportion of the population in households below 60% of median income after deducting housing costs, England, based on 2005/06-2007/08 data
Home ownership and property values
Figure 12: Personal monthly rent contribution, by UK region, September 2011
Priced out of the rural market
In search of the good life
Current Living Situation
Key points
Property type
Figure 13: Type of property lived in, by area of residence, September 2011
Search criteria
Figure 14: Property search methods, by area of residence, September 2011
Who people live with
Figure 15: Household composition, by area of residence, September 2011
Urban jungle boasts highest sole occupancy
Housemates and friends
Family living a suburban feature
Why people live where they live
Figure 16: Top reasons for living in current location, by area of residence, September 2011
Rural ideals
The best of both worlds
Oldies are living it up urban style
Urban downsides
Young professionals tied by their work
One in five urbanites cite low crime
The grass is greener for urban consumers
Urban Finances
Key points
Cost of living
Figure 17: Monthly rent, by area of residence, September 2011
Urban rent dynamics
Figure 18: Index of rent prices compared with the average for the area of residence, September 2011
Urban mortgage dynamics
Figure 19: Monthly mortgage payments, by area of residence, September 2011
Figure 20: Index of mortgage repayments compared with the average for the area of residence, September 2011
Urbanites face higher housing costs
Figure 21: Monthly expenditure, by area of residence, September 2011
Urbanites spend less on essentials
Urban luxuries
Youth driving discretionary spend boosts urban economy
High urban savings threshold
Urban hedonism
Transport savings
Future Plans
Key points
Staying or moving?
Figure 22: Long-term plans of urban dwellers, September 2011
Home owning still part of the UK dream
Longer-term planning evident
25-34s the short-term buying target
Money and moving
An urban blip?
Does having children equate to an urban exit?
Toddlers and money boost country living
Terminal urbanisation age
Why people move away from the city
Figure 23: Reasons why urban dwellers want to move away from the city, September 2011
Trading off congestion for commuting?
More than one premium location
Northern urbanites moved by crime rates
Local Community
Key points
Local amenities and attractions
Figure 24: Local facilities, by area of residence, September 2011
Shunning sport
Urban shortfalls
Nice to have – but not right now
Keeping the oldies busy
Figure 25: Number of local facilities used by urban dwellers, September 2011
What worries city dwellers
Figure 26: Net agreement with attitudes towards civil unrest and the economy, by area of residence, September 2011
Mixed feelings on civil unrest
The weight of the world
16-34s feeling unsafe
Moving House
Key points
Decorating decisions
Figure 27: Things bought new/taken from previous home when moving, September 2011
Renting urbanites reduce, reuse and recycle
Urban household goods targets 25-44
Home shopping destinations
Figure 28: Top six stores when purchasing home furnishings, by area of residence, September 2011
IKEA cracks the urban market
Scandinavian designers up value credentials
Argos under fire from multiples’ presence
Attitudes Towards Renting
Key points
Rental diversity
Figure 29: Type of rented accommodation and aspirations, by area of residence, September 2011
Urbanites with hopes to buy
Figure 30: Demographic profile of urban renters wishing to buy a home in the future, September 2011
The temporary lifestyle
To rent or not to rent?
Figure 31: Important factors when deciding which property to rent, by area of residence, September 2011
Money talks
Secondary considerations
Devil in the detail
Urbanites take what they can get
Figure 32: Number of factors taken into consideration when deciding which property to rent, September 2011
Renters’ lifestyles
Figure 33: Attitudes towards renting, by area of residence, September 2011
Pragmatic renting peaks in urban regions
Renting leaves consumers at the mercy of the system
Renters lack faith in tenancies
No home, no investment
Rural consumers rent for the long term
The trade-off between homes and hedonism
It’s no place like home
Consumer Typologies
Key points
Figure 34: Consumer typologies, September 2011
Urban Basics – 34% of urbanites – 5.2 million internet users aged 16+
Limited space and limited choice
Upward and outward
Priced out of home ownership
Urban Basics losing a sense of home
Urban benefits lost on Basics
Who are they?
Average Urbanites – 55% of urbanites – 8.3 million internet users aged 16+
Transport links most valued
Long-term plans for city living
Average Urbanites want it all
Targeting the rental décor market
Hedonism doesn’t make for worry-free existence
Who are they?
Urban Adaptors – 11% of urbanites – 1.8 million internet users aged 16+
Bigger properties and bigger benefits
Domestic orientation
Needing a home as a castle
Who are they?
Appendix – Demographic Overview
Population dynamics
Figure 35: Regional population dynamics, 2009
Regional unemployment rates
Figure 36: Unemployment rates, by country and English region, and by highest and lowest unitary authorities/local authority districts for October 2009-September 2010
Mean regional house prices
Figure 37: Mean house prices, by region and selected districts, Q1 2010-Q2 2011
Appendix – Current Living Situation
Type of property
Figure 38: Type of property lived in, by demographics, September 2011
Figure 39: Type of property lived in, by demographics, September 2011
Reasons for living in current location
Figure 40: Reasons for living in current location, by demographics, September 2011
Figure 41: Reasons for living in current location, by demographics (continued), September 2011
Figure 42: Reasons for living in current location, by demographics (continued), September 2011
Figure 43: Reasons for living in current location, by demographics, September 2011
Figure 44: Reasons for living in current location, by demographics, September 2011
Figure 45: Reasons for living in current location, by demographics (continued), September 2011
Figure 46: Reasons for living in current location, by demographics (continued), September 2011
Figure 47: Reasons for living in current location, by demographics (continued), September 2011
Who people live with
Figure 48: Living with, by demographics, September 2011
Figure 49: Living with, by demographics, September 2011
Property search
Figure 50: Property search, by demographics, September 2011
Figure 51: Property search, by demographics (continued), September 2011
Figure 52: Property search, by demographics, September 2011
Figure 53: Property search, by demographics (continued), September 2011
Appendix – Urban Finances
Figure 54: Monthly rent amount, by demographics, September 2011
Figure 55: Monthly rent amount, by demographics, September 2011
Figure 56: Monthly mortgage payments, by demographics, September 2011
Figure 57: Monthly mortgage payments, by demographics, September 2011
Figure 58: Monthly expenditure, by area of residence, September 2011
Appendix – Future Plans
Figure 59: Agreement with the statement ‘I hope to rent somewhere new in the city’, by demographics, September 2011
Figure 60: Agreement with the statement ‘I hope to buy somewhere in the suburbs’, by demographics, September 2011
Figure 61: Agreement with the statement ‘I hope to rent somewhere in the suburbs’, by demographics, September 2011
Figure 62: Agreement with the statement ‘I hope to buy somewhere in a rural area’, by demographics, September 2011
Figure 63: Agreement with the response ‘Other’, by demographics, September 2011
Reasons for moving from the city
Figure 64: Reasons for moving from the city, by demographics, September 2011
Figure 65: Reasons for moving from the city, by demographics, September 2011
Appendix – Local Community
Local amenities
Figure 66: Local facilities, by area of residence, September 2011
Attitudes towards civil unrest and economy
Figure 67: Concerns about riots and economy, by area of residence, September 2011
Appendix – Moving House
Home furnishings
Figure 68: Things bought and taken from previous residence when last time moved a home, by area of residence, September 2011
Home shopping destinations
Figure 69: Top stores when buying home furnishings, by area of residence, September 2011
Appendix – Attitudes Towards Renting
Figure 70: Type of rented accommodation, by area of residence, September 2011
Figure 71: Type of rented accommodation, by demographics, September 2011
Figure 72: Type of rented accommodation, by demographics, September 2011
Figure 73: Attitudes towards renting, by area of residence, September 2011
Important factors while deciding which property to rent
Figure 74: Important things while deciding which property to rent, by area of residence, September 2011
Figure 75: Important things while deciding which property to rent, by demographics, September 2011
Figure 76: Important things while deciding which property to rent, by demographics (continued), September 2011
Figure 77: Important things while deciding which property to rent, by demographics, September 2011
Figure 78: Important things while deciding which property to rent, by demographics (continued), September 2011
Appendix – Consumer Typologies
Figure 79: Type of property lived in, by typologies, September 2011
Figure 80: Reasons for living in current location, by typologies, September 2011
Figure 81: Who people live with, by typologies, September 2011
Figure 82: Long-term plans, by typologies, September 2011
Figure 83: Reason to move, by typologies, September 2011
Figure 84: Monthly rent amounts, by typologies, September 2011
Figure 85: Monthly mortgage payments, by typologies, September 2011
Figure 86: Property search, by typologies, September 2011
Figure 87: Type of rented accommodation, by typologies, September 2011
Figure 88: Attitudes towards renting, by typologies, September 2011
Figure 89: Important things while deciding which property to rent, by typologies, September 2011
Figure 90: Things bought and taken from previous residence during the last move, by typologies, September 2011
Figure 91: Top stores when buying home furnishings, by typologies, September 2011
Figure 92: Attitudes towards civil unrest and the economy, by typologies, September 2011
Figure 93: Local facilities, by typologies, September 2011
- Amazon.co.uk
- Argos
- Asda Group Ltd
- B&Q Plc
- Bhs Plc
- British Sky Broadcasting Group plc (BSkyB)
- Debenhams Total
- Department for Work and Pensions
- DFS Furniture Holdings Plc
- Dreams Plc
- Facebook, Inc.
- Federation of Small Businesses
- Foursquare
- Furniture Village Plc
- Grupo Inditex
- Halifax Mortgage Services
- Homebase Ltd
- IKEA
- J Sainsbury
- John Lewis Partnership
- Lakeland Ltd
- Land Registry
- Laura Ashley Group
- Magnet Ltd
- Marks & Spencer
- National Trust (Enterprises) Ltd
- Next Group
- Office for National Statistics
- Post Office Counters Ltd
- Rightmove Plc
- Savills Plc
- Shelter
- Tesco Plc
- The TJX Companies
- Twitter, Inc.
- Wilkinson Hardware Stores Ltd
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