Experian insight reveals the location and characteristics of the UK’s growing number of single person households
London, 20 May 2013 - With the 2011 Census highlighting over seven million single person households in England and Wales, new analysis released today by global information services company, Experian has revealed that the average ‘singleton’ in the UK is most likely to live in central Nottingham, Edinburgh or Newcastle. Experian’s insight has also revealed that typical UK single person households tend to earn around £35,000, be 30 years old, drive a Volkswagen and shop at Tesco.
Applying its Mosaic consumer classification to UK postcodes, Experian has painted an illuminating picture of where UK ‘singletons’ are concentrated and highlights the diversity of single households in the UK. In Nottingham over 108,000 (almost 38 per cent) of households are single, while in central Edinburgh the figure is 101,000 (41 per cent) and in Newcastle over 92,000 (39 per cent). It also identified four distinct types of single household – young people starting out on the property ladder and with their careers; young single males with limited prospects; those suddenly single from their 30s onwards and older mainly female retirees.
According to Experian, the UK's singletons tend to fall into one of four key groups:
Starting out Singletons:
With the exception of Norwich, single households tend to be found in the central areas of the UK cities mainly in the Midlands and the North. In addition to Queensway in central London, the top five locations for single households in the capital are Wood Green (11th), Liverpool Street & Bishopsgate (12th), Lewisham (17th) and Harrow (27th).
Towns with the lowest numbers of single households overall are Windsor, Bromsgrove, Aldershot, Hatfield and Stratford-upon-Avon.
Nigel Wilson, Managing Director, Data and Analytics, Experian Marketing Services commented:
“As the 2011 Census highlights, the population of this country is diverse, even within specific parts of society and Experian data provides an interesting insight and new angle on how some of the different groups that make up the population look and behave. While we have painted a picture of the average singleton in the UK, as our Mosaic portraits suggest, single households are very disparate in terms of age, outlook, prospects and location posing a challenge for those looking to engage this group with products and services.
Wilson continued: “On the one hand many young single households have good levels of disposable income as they don’t have the responsibilities associated with married and older age groups, such as children or mortgages, which makes them an attractive group for marketers. These singletons tend to be heavy users of online facilities and as such are good targets for retailers, banks, travel companies that use the internet to sell their products.
“On the other hand there’s a group of single people of a similar age with very different prospects and are cash poor and time rich, alongside older singles who themselves have different income levels and outlooks. Understanding these nuances and knowing where these different types of single households are and how to reach them is essential for both organisations and government in a Society that is constantly changing.”
Head of PR, Experian Marketing Services
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About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight, data quality and cross-channel marketing. We help organisations from around the world intelligently interact with today’s dynamic, empowered and hyper connected customers. By coordinating seamless interactions across all marketing channels, marketers are able to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximise profits.
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Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2013 was US$4.7 billion. Experian employs approximately 17,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com