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Marketing To Renters - UK - November 2011

“While still in the minority, accounting for 12.6 million adults, renters felt the aftermath of the credit crunch deeply, with over three quarters admitting that renting is their best option because they can’t afford to buy a place of their own. The inability to get on the property ladder pushes up the demand for rentals and their price, putting a further squeeze on renters’ incomes, with rents and utilities currently accounting for 37% of their monthly spend. ”

– Ina Mitskavets, Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • What was the impact of the credit crunch and the continued economic stagnation on renters?
  • What are renters aspirations towards home ownership?
  • What are the current roadblocks for purchasing a property and what reasons do renters use when choosing to live in a particular location? What are their attitudes towards living in that location?
  • What channels do both renters and homeowners use in order to find their ideal place of residence?
  • How involved are renters and homeowners in their local communities?
  • What are the differences in monthly spending patterns between renters and homeowners?
  • What are the differences in decisions about home furnishings and home shopping destinations between renters and homeowners?

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Table of contents

  1. Issues in the Market

      • Methodology
        • Abbreviations
        • Executive Summary

            • What is it all about?
              • Property tenure
                • Figure 1: Tenure of primary residence, September 2011
              • Who people live with
                • Figure 2: Household composition, by household tenure, September 2011
              • Rent and bills dominate monthly spend
                • Figure 3: How renters spend their monthly income, September 2011
              • Interaction within the local neighbourhood
                • Figure 4: Use of facilities in local area, September 2011
              • Why people live where they do
                • Figure 5: Reasons for living in current location, by household tenure, September 2011
              • Decorating decisions
                • Figure 6: Things bought when moving home, September 2011
            • Demographic Overview

              • Key points
                • Property tenure
                  • Figure 7: Tenure of primary residence, September 2011
                • Demographics of renters and homeowners
                  • Figure 8: Demographics of renters and homeowners, September 2011
                  • Figure 9: UK household tenure, by number of people living in the household, 2011
                • Age structure trends and growth projections
                  • Figure 10: Population trends and projections, by age, 2006-16
                • Household finances
                  • Figure 11: Household income, by household tenure, September 2011
              • Current Living Situation

                • Key points
                  • Property type
                    • Figure 12: Type of property lived in, by household tenure, September 2011
                  • Homeowners are concentrated in the suburbs
                    • Figure 13: Type of property lived in, by household tenure, September 2011
                  • Who people live with
                    • Figure 14: Household composition, by household tenure, September 2011
                    • Figure 15: Household composition, by household size, September 2011
                • The Cost of Renting Versus Home Ownership

                  • Key points
                    • Hard-pressed renters
                        • Figure 16: Personal monthly rent contribution, by region, September 2011
                      • North/South divide
                        • Figure 17: Personal monthly mortgage contribution, by region, September 2011
                      • Rent and bills dominate monthly spend
                        • Figure 18: Monthly income after tax, by household tenure, September 2011
                        • Figure 19: How renters spend their monthly income, September 2011
                      • Men are bigger savers
                        • Figure 20: How renters spend their monthly income, by gender, September 2011
                      • Money matters
                        • Figure 21: How renters spend their monthly income, by household income, September 2011
                    • Property Priorities for Renters

                      • Key points
                        • Property search
                          • Figure 22: Channels used for property search, by household tenure, September 2011
                        • Older homeowners more reliant on estate agents
                          • The role of the internet in finding a new home
                            • Cost of rent is highest priority
                              • Figure 23: Most important factors when deciding which property to rent, September 2011
                            • Gendered considerations
                              • Old versus young
                                • Interaction within the local neighbourhood
                                  • Figure 24: Use of facilities in local area, September 2011
                                • Younger renters use local eateries more
                                  • Not making the most of cultural amenities
                                    • Renters make less use of local facilities
                                      • Figure 25: Percentage point difference to which renters are more likely than homeowners to make use of facilities within their local area, September 2011
                                  • Attitudes Towards Renting

                                    • Key points
                                      • Affordability determines aspirations to buy
                                        • Figure 26: Type of rented accommodation, September 2011
                                      • Rural renters are hardest pressed
                                        • Why people live where they do
                                          • Figure 27: Reasons for living in current location, by household tenure, September 2011
                                        • Women prioritise needs of children
                                          • Age influences location needs
                                            • Choosy homeowners
                                              • Figure 28: Repertoire of reasons for living in current location, by household tenure, September 2011
                                            • Trapped renters
                                              • Figure 29: Attitudes towards renting, September 2011
                                            • Who is investing in their rented properties?
                                              • Women and wannabe homeowners invest more in their rented homes
                                              • Home Furnishings

                                                • Key points
                                                  • Decorating decisions
                                                    • Figure 30: Things bought when moving home, September 2011
                                                  • Women are smarter shoppers
                                                    • Figure 31: Things bought new when moving home, by household tenure, September 2011
                                                  • Home shopping destinations
                                                    • Figure 32: Home shopping destinations, by household tenure, September 2011
                                                • Consumer Typologies

                                                  • Key points
                                                      • Figure 33: Consumer typologies, September 2011
                                                    • Urbanites
                                                      • Family-minded
                                                        • Limited Choices
                                                        • Appendix – Demographic Overview

                                                          • Trends in household size
                                                            • Figure 34: UK households, by size, 2006-16
                                                          • Trends in house prices and rents
                                                            • Figure 35: Average house prices and average monthly rents – England, 1994-2008
                                                            • Figure 36: Deposit as a percentage of purchase price, by type of buyer – UK, 1988-2010
                                                            • Figure 37: Household expenditure on private rent as a percentage of disposable income, 2001/02-2007/08, England
                                                            • Figure 38: Ratio of median house prices to median earnings, by region – England, 1997-2010
                                                        • Appendix – Current Living Situation

                                                            • Figure 39: Type of property lived in, by household tenure, September 2011
                                                            • Figure 40: Type of property lived in, by demographics, September 2011
                                                            • Figure 41: Type of property lived in, by demographics, September 2011
                                                            • Figure 42: Living situation, by demographics, September 2011
                                                            • Figure 43: Living situation, by demographics, September 2011
                                                        • Appendix – The Cost of Renting versus Home Ownership

                                                            • Figure 44: Monthly rent, by demographics, September 2011
                                                            • Figure 45: Monthly mortgage, by demographics, September 2011
                                                            • Figure 46: How money is spent in a typical month, by household tenure, September 2011
                                                          • Homeowners’ monthly spend
                                                            • Figure 47: How money is spent in a typical month, by demographics, September 2011
                                                            • Figure 48: How money is spent in a typical month, by demographics (continued), September 2011
                                                            • Figure 49: How money is spent in a typical month, by demographics (continued), September 2011
                                                          • Renters’ monthly spend
                                                            • Figure 50: How money is spent in a typical month, by demographics, September 2011
                                                            • Figure 51: How money is spent in a typical month, by demographics (continued), September 2011
                                                            • Figure 52: How money is spent in a typical month, by demographics (continued), September 2011
                                                            • Figure 53: How money is spent in a typical month, September 2011
                                                            • Figure 54: How money is spent in a typical month, by gender, September 2011
                                                        • Appendix – Property Priorities for Renters

                                                            • Figure 55: Most important things while deciding which property to rent, by demographics, September 2011
                                                            • Figure 56: Most important things while deciding which property to rent, by demographics (continued), September 2011
                                                          • Homeowners’ local amenities
                                                            • Figure 57: Local amenities, by demographics, September 2011
                                                            • Figure 58: Local amenities, by demographics (continued), September 2011
                                                            • Figure 59: Local amenities, by demographics (continued), September 2011
                                                            • Figure 60: Local amenities, by demographics (continued), September 2011
                                                            • Figure 61: Local amenities, by demographics (continued), September 2011
                                                            • Figure 62: Local amenities, by demographics (continued), September 2011
                                                            • Figure 63: Local amenities, by demographics (continued), September 2011
                                                            • Figure 64: Local amenities, by demographics (continued), September 2011
                                                          • Renters’ local amenities
                                                            • Figure 65: Local amenities, by demographics (continued), September 2011
                                                            • Figure 66: Local amenities, by demographics (continued), September 2011
                                                            • Figure 67: Local amenities, by demographics (continued), September 2011
                                                            • Figure 68: Local amenities, by demographics (continued), September 2011
                                                            • Figure 69: Local amenities, by demographics (continued), September 2011
                                                            • Figure 70: local amenities, by demographics (continued), September 2011
                                                            • Figure 71: Local amenities, by demographics (continued), September 2011
                                                        • Appendix – Attitudes Towards Renting

                                                            • Figure 72: Type of rented accommodation, by demographics, September 2011
                                                            • Figure 73: Property search, by demographics, September 2011
                                                            • Figure 74: Property search, by demographics, September 2011
                                                          • Homeowners’ reasons for living in current location
                                                            • Figure 75: Most popular reasons to live in current location, by demographics, September 2011
                                                            • Figure 76: Most popular reasons to live in current location, by demographics (continued), September 2011
                                                            • Figure 77: Most popular reasons to live in current location, by demographics (continued), September 2011
                                                            • Figure 78: Less popular reasons to live in current location, by demographics, September 2011
                                                          • Renters’ reasons for living in current location
                                                            • Figure 79: Most popular reasons to live in current location, by demographics, September 2011
                                                            • Figure 80: Most popular reasons to live in current location, by demographics (continued), September 2011
                                                            • Figure 81: Most popular reasons to live in current location, by demographics (continued), September 2011
                                                            • Figure 82: Less popular reasons to live in current location, by demographics, September 2011
                                                            • Figure 83: Repertoire of reasons to live in current location, by demographics, September 2011
                                                            • Figure 84: Repertoire of reasons to live in current location, by demographics, September 2011
                                                            • Figure 85: Agreement with selected statements, by demographics, September 2011
                                                            • Figure 86: Agreement with selected statements, by demographics, September 2011
                                                            • Figure 87: Agreement with selected statements, by demographics, September 2011
                                                            • Figure 88: Agreement with selected statements, by demographics, September 2011
                                                            • Figure 89: Agreement with selected statements, by demographics, September 2011
                                                            • Figure 90: Agreement with selected statements, by demographics, September 2011
                                                            • Figure 91: Agreement with selected statements, by demographics, September 2011
                                                        • Appendix – Home Furnishings

                                                            • Figure 92: Things bought and taken from previous residence when moving home, by household tenure, September 2011
                                                            • Figure 93: Top stores when buying things for your home, by household tenure, September 2011
                                                            • Figure 94: Most popular stores when buying things for your home, by demographics, September 2011
                                                            • Figure 95: Most popular stores when buying things for your home, by demographics, September 2011
                                                            • Figure 96: Most popular stores when buying things for your home, by demographics, September 2011
                                                            • Figure 97: Most popular stores when buying things for your home, by demographics, September 2011
                                                        • Appendix – Consumer Typologies

                                                            • Figure 98: Reasons for living in current location, by target groups, September 2011
                                                            • Figure 99: Type of property lived in, by target groups, September 2011
                                                            • Figure 100: Living situation, by target groups, September 2011
                                                            • Figure 101: Monthly rent amount, by target groups, September 2011
                                                            • Figure 102: How money is spent in a typical month, by target groups, September 2011
                                                            • Figure 103: Property search, by target groups, September 2011
                                                            • Figure 104: Type of rented accommodation, by target groups, September 2011
                                                            • Figure 105: Attitudes towards renting, by target groups, September 2011
                                                            • Figure 106: Important things while deciding which property to rent, by target groups, September 2011
                                                            • Figure 107: Things bought and taken from previous residence when moving home, by target groups, September 2011
                                                            • Figure 108: Top stores when buying things for your home, by target groups, September 2011
                                                            • Figure 109: Local amenities, by target groups, September 2011

                                                        Companies Covered

                                                        • Amazon.co.uk
                                                        • Argos
                                                        • Asda Group Ltd
                                                        • Bhs Ltd
                                                        • Britannia Building Society
                                                        • British Heart Foundation
                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                        • Co-operative Group
                                                        • Council of Mortgage Lenders
                                                        • Countryside Alliance
                                                        • Debenhams Total (GTV)
                                                        • DFS Furniture Holdings Plc
                                                        • Dreams Plc
                                                        • Facebook, Inc.
                                                        • Furniture Village Plc
                                                        • Government Actuary's Department (GAD)
                                                        • Halifax Mortgage Services
                                                        • Homebase Ltd
                                                        • IKEA
                                                        • J. Sainsbury
                                                        • John Lewis Partnership
                                                        • Kingfisher UK & Ireland
                                                        • Lakeland Ltd
                                                        • Laura Ashley Group
                                                        • Lidl (UK)
                                                        • Magnet Ltd
                                                        • Marks & Spencer
                                                        • National Trust (Enterprises) Ltd
                                                        • Next Group
                                                        • Post Office Limited
                                                        • Rightmove Plc
                                                        • Shelter
                                                        • Tesco Plc
                                                        • The TJX Companies
                                                        • Wilkinson Hardware Stores Ltd
                                                        • Zara Home (Spain)

                                                        Marketing To Renters - UK - November 2011

                                                        £2,195.00 (Excl.Tax)