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Marketing To City Dwellers - UK - December 2011

“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?

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Table of contents

  1. 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

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Amazon.co.uk
                                                                                                                                                                                                • Argos
                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                • Bhs Ltd
                                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                • Debenhams Total (GTV)
                                                                                                                                                                                                • 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
                                                                                                                                                                                                • Kingfisher UK & Ireland
                                                                                                                                                                                                • 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

                                                                                                                                                                                                Marketing To City Dwellers - UK - December 2011

                                                                                                                                                                                                £2,195.00 (Excl.Tax)