p2 segmentation brochure

Beacon Dodsworth’s geodemographic classification Understanding people by where they live

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Contents
Beacon Dodsworth products and services
Beacon Dodsworth was established in 1994 and has grown to become a leading provider of mapping and marketing software to clients in a wide range of industries across the UK. Our clients rely upon our knowledge, expertise and after-sales support to accomplish their marketing and planning tasks. P2 People & Places is just one of the powerful tools in our portfolio, which includes desktop and web-based mapping software, drive time data and various postcode, boundary and mapping datasets. In addition to our standard products, we have a consultancy service where we use our extensive knowledge of database, geographical and web applications to create bespoke software to meet our clients’ individual requirements. We also have a bureau service that provides a rapid solution to our clients’ geographical market analysis problems, drawing on our vast product portfolio and experience in this field. 2 2 3 4 8 10 13 16 18 21 24 27 29 32 35 38 41 42 44 A B C D E F G H I J K L M About P2 People & Places P2 People & Places category chart How P2 People & Places is used Mature Oaks Country Orchards Blossoming Families Rooted Households Qualified Metropolitans Senior Neighbourhoods Suburban Stability New Starters Multicultural Centres Urban Producers Weathered Communities Disadvantaged Households Urban Challenge Area stability chart Tree comparison tables Glossary

About P2 People & Places
P2 (pronounced pee-squared) People & Places is a comprehensive geodemographic classification that uses Census and lifestyle data to classify people by where they live.
TREES BRANCHES
A01 Worldly Horizons Provincial Haves Thriving Families Rural Comfort Established Prosperity Ripened Success Contented Families Urban Professionals Harder Pastures Richer Retired Matrimonial Homes Developing Families Established Couples Multicultural Families Skilled Workers Asseted Greys Aspiring Streets Capital Apartments Cohabiting Suburbs Mature Mobility Mature Satisfaction Students in the Community Routine Families Cultural Enterprise Working Singles Student Life Limited Labour Manufacturing Pride Blue Collar Elders Council Terraces Struggling Single Parents Assisted Families Multicultural Key Workers Young Parents Impoverished Elders Sheltered Singles Deprived Youth Hard to Let Rootless Families Cramped Flats Unclassified

How P2 was built
In addition to the 2001 Census, P² uses other, more recent data sources such as the Target Group Index (TGI) – the most comprehensive market research survey in the UK – to provide extra descriptive variables, such as lifestyle and measures of income that cannot be obtained from the Census. The classification is regularly kept up to date with postcode and population changes to maintain its accuracy and ensure it is a true reflection of the UK. In the creation of P2, the UK was split into four separate regions to allow maximum differentiation: • • • • London and the M25 England and Wales (excluding London and the M25) Scotland Northern Ireland

A B C D E F G H I J K L M U

Mature Oaks Country Orchards Blossoming Families Rooted Households Qualified Metropolitans Senior Neighbourhoods Suburban Stability New Starters Multicultural Centres Urban Producers Weathered Communities Disadvantaged Households Urban Challenge Unclassified

A02 C03 B04 A05 A06 C07 E08 B09 F10 D11 C12 D13 D14 D15 F16 G17 E18 G19 F20 G21 H22 G23 I24 H25 H26 J27 J28 K29 J30 K31 L32 I33 J34 M35 K36 L37 M38 L39 M40 U

London is unique within the UK, so by treating it as a separate region, P2 provides real depth and understanding, whilst ensuring that areas outside this region are also accurately represented.

How people are classified
Every postcode and output area in the UK has a P2 type associated with it which reveals what lifestyle and characteristics people who live there are likely to have. It is built in a hierarchical structure with three tiers: Trees, Branches and Leaves, which are ranked in order of affluence, from most affluent (Tree A) to least affluent (Tree M). The Tree level enables you to broadly profile the population into 14 categories. This is further categorised into 41 Branches and 157 Leaves, allowing for greater segmentation and targeting.

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How P2 People & Places is used
P2 is used in a wide range of private and public sector industries including retail, media, marketing, finance, health and local government. It can be used on its own or within our geographic information system (GIS), Prospex, to further analyse and visualise these data. Find more customers
By profiling existing customers with P , our clients find out more about their customers’ lifestyles and buying habits. This insight is used to find where similar people live so they can be targeted with direct marketing and advertising campaigns.
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Plan site locations
Our retail clients use P2 to understand the consumer characteristics of their existing store catchments so they can estimate demand and identify profitable locations for new stores. P2 is also used to identify the demographic makeup of an area in order to establish the value of the land in that area. UK optician,Vision Express, uses our mapping system and P2, to identify similarities in their customers’ characteristics and lifestyles. These are then compared with population profiles of other areas to identify suitable store locations. Vision Express Supply Chain Director, David Hart says “P2 has not only helped us to expand our store portfolio, but has also enabled us to use our marketing budget more effectively by gaining a greater understanding of our customers and prospects and creating tailored marketing campaigns, specific to each store profile.”

Leading marketing agency, Carlson Marketing, uses Beacon Dodsworth’s Prospex GIS and P2 to gain a deeper understanding into customer lifestyles and buying habits, including what media they use and where they shop. This knowledge has proved invaluable in planning effective marketing campaigns and events that are targeted at the right people. “Beacon Dodsworth combines a top quality product with a level of personal service that we couldn’t find anywhere else on the market.” Roy Barker, Data Strategy Director, Carlson Marketing. Regional newspaper group, Archant London, uses P2 People & Places within our GIS to produce media packs for their local press titles. Systems Manager at Archant London, Claire Evans says: “By profiling the London population with P2, we are able to gain a greater understanding of our readers’ lifestyles which has helped us to redefine our circulation areas and develop media packs.”

Improve public services
Using P2 to understand the different types of people living in an area enables our clients to tailor their services to meet the varying needs of the local population. APSE (Association for Public Service Excellence) is a not for profit local government body working with over 300 councils throughout the UK. They use P2 with our GIS, Prospex, to understand the demographic makeup of each local authority area in order to benchmark the performance of front-line local government services. Assistant Chief Executive, Mark Bramah says “By using Prospex and P2 to accurately identify demographics for councils, we are able to benchmark authorities on a like-for-like basis.” Patient Access Solutions (PAS), management consultants to the NHS, and supply chain partners to Community 1st Lift Co, use P2 in our GIS to supply Primary Care Trust clients with demographic information to help inform the PCT decision-making process, for example when developing or updating their Strategic Services Development plans. In turn, this results in the identification of priority areas, based on the needs of the local population. “By using P2 People & Places, we are able to identify individual health needs of specific areas and ensure that, when planning health services for the future, these needs are reflected in the clinical service brief.” Kate Edwards, Strategic Healthcare Planner, Patient Access Solutions.

Assess health needs
By understanding the characteristics of existing patients and identifying where people who are likely to develop similar health problems live, our public health clients are able to tailor their funding and services to the needs of the local population. The North West Public Health Observatory (NWPHO) uses P2 People & Places in a portfolio of analyses to enhance the ability to communicate public health intelligence to a wide range of audiences. P2 was first used in Where Wealth Means Health: Illustrating Inequality in the North West (www.nwpho.org.uk/inequalities), where they used P2 to identify areas that are likely to experience health problems, such as mental health and alcohol specific conditions. Now, P2 is incorporated into a Health Profiler (www.nwpho.org.uk/healthprofiler) which is regularly updated with a wide range of health indicators for generating local health profiles. Using this knowledge, the NWPHO provides guidance on where to target health improvement resources and how to monitor trends in health inequalities. Warrington Primary Care Trust uses P2 People & Places to drill down and better understand their population in order to ensure that the appropriate services and interventions are in place to reduce health inequalities. P2 has helped them with a smoking cessation equity audit, a diabetes health needs assessment and has been used to inform a social marketing campaign around obesity amongst women living in deprived areas. Tracy Flute, Public Health Intelligence Manager at the PCT says “P2 People & Places provides a very useful additional dimension to various public health analyses in the PCT. The P2 team has been very helpful in getting us started with these data and has responded promptly and efficiently to any queries we have had.”

For further details visit www.beacon-dodsworth.co.uk

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A

Mature Oaks
A01 Worldly Horizons A02 Provincial Haves A05 Established Prosperity A06 Ripened Success

Background
Mature Oaks are generally middle-aged and older people, with many aged 45 to 64 and past retirement age. The majority are married couples with teenage children still living with them, or grown up children who have left home. Jews and Protestants are common in this Tree.
percentage of UK population

12.67

Location
The densest concentration is in Greater London, Surrey, Hampshire, Greater Manchester, Hertfordshire and the West Midlands. Mature Oaks are generally found on the edge of major cities and towns in these areas.

Transport
These households normally have two or more cars, which are often powerful. For those who still work, a large proportion work from home.

General health
Smoking is least common amongst members of this Tree. Although they tend to be middle-aged or older, they do enjoy a good standard of living with some exercise being taken and a reasonable level of subscription to private health insurance.

Leisure
With an interest in politics, members of this group are readers of broadsheet newspapers. Regular holiday taking is the most common of all the Trees and eating out has decreased substantially. Broadband usage is high and increasing.

Housing
These people tend to live in large, detached houses, the majority of which are owned outright.

Area stability
This is the most stable of all the Trees with relatively little movement and even then it is mainly for short distances. Movements tend to be to and from other affluent Trees, most commonly in from C, out to B and in either direction with F.

Employment
There is little unemployment in this group, with many being self-employed and management and professional occupations being common. Most have qualifications with many having higher-level qualifications. As the most affluent of all the Trees, earnings are generally in the top income bracket and rising.

Spending patterns
Members of this Tree are the most likely of all to have a credit card and the second most likely to make charity donations. Supermarket shopping is usually at Sainsbury’s with Tesco being the second choice. They invest heavily in pensions and generally have other investments.

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A01 Worldly Horizons
0 Jewish religion* Protestant religion Qualified Read broadsheet newspapers* Shop at Sainsbury’s
* Substantially above average. Not to scale.

3.20% of the population
300

Average 100

Leisure
This Branch is very interested in politics and mainly read broadsheet newspapers. They take more holidays than any other Branch and a large proportion use the internet with the increasing availability of a broadband connection.

Background
In common with the rest of the Tree, Worldly Horizons are generally middle-aged and older married couples. There are also younger couples with dependent children still living with them. There are some people of Chinese origin and the most common religion is Jewish.

Housing
Most live in large, spacious, detached houses that are fully paid for, where married couples live with their children.

Spending patterns
With a credit card available, this Branch shops at Sainsbury’s. They are inclined to make charity donations, take out pension plans and invest.

Employment
With a high level of qualifications, this Branch has management and professional occupations with many being self-employed and very few being unemployed. Consequently, a high proportion are in the highest income bracket and with their incomes rising.

General health
Worldly Horizons are the least likely to smoke of all the Branches and do take some exercise. Whilst most are in good health, some of the older members have long-term illnesses or health problems. However, good living conditions should ensure few future problems.

Location
The densest concentration is in Greater London, Surrey, Hertfordshire, Buckinghamshire, Hampshire and Cheshire. There are lighter concentrations in Greater Manchester, north Leeds/Bradford, the West Midlands and Essex. Members of this group are generally found on the edge of these towns and cities, for example Richmond upon Thames, Harrow, Guildford and St. Albans.

Transport
Most households have two or more cars and these tend to be powerful. The preferred method of travelling to work is by car and others travel by train. Some have a long journey to work whilst a good proportion work from home.

Area stability
This is the least stable Branch within the most stable of Trees. It is still very stable with well below average movements. Most movements are over short distances and within the Branch, but people do move longer distances as well. The main external movements to and from this Branch are with E08 and A06, but there are also movements with B04 and A05 and movements from D14.

A02 Provincial Haves
0 Jewish religion Protestant religion Qualified Read broadsheet newspapers Shop at Sainsbury’s Average 100 300

1.02% of the population
Spending patterns
This is the most likely Branch of all to have a credit card and its members are inclined to make charity donations. Supermarket shopping is spread across Sainsbury’s, Tesco, Morrisons and Somerfield. Investment and pension provision is at a high.

Background
This Branch is typically made up of middle-aged or older married couples, with children living at home. There are some Jews but not as many as in A01 Worldly Horizons.

Employment
Several members of this Branch have taken early retirement and those still employed generally have management or professional positions. There are some who are self-employed. This is highest qualified of all A Branches and their earnings, which are rising, are in the highest income band.

General health
Very few members of this Branch smoke and they are more likely to take exercise than any other Branch in Tree A. Take up of private health insurance is low and falling. There is little evidence of ill health, even amongst the older members of the Branch and living conditions are good. Future health prospects are therefore positive.

Location
The densest concentration is in the Scottish Central belt (Edinburgh and Glasgow corridor), Aberdeen, Fife and Belfast. Outside these core areas, the concentration is very light. Provincial Haves are generally found on the outskirts of these cities or commuter towns to these cities. Examples include Edinburgh, Linlithgow, Glasgow, Milngavie and St. Andrews.

Transport
Households generally have two cars, usually with powerful engines. They often travel to work by bus, car or on foot.

Area stability
In common with the rest of the Tree, this Branch is generally stable although some have moved a considerable distance. The vast majority of movements are within the Branch. The main external flows are between E08 and F10 with flows also between C03. There are also inflows from D14 and H26.

Leisure
These people usually read broadsheet newspapers and are interested in politics. They listen to some commercial radio, use the internet through a broadband connection and go on holiday regularly.

Housing
Most people in this Branch live in a large, detached house which they own outright or have a mortgage on.

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A

Mature Oaks

A05 Established Prosperity
0 Jewish religion Protestant religion* Qualified Read broadsheet newspapers Shop at Sainsbury’s
* Substantially above average. Not to scale.

4.18% of the population
300

Average 100

Spending patterns
Regular shopping is mainly at Sainsbury’s, followed by Tesco and credit card use is common. These people are inclined to make charity donations, invest in savings and have a pension.

General health
The level of exercise is not particularly high but smoking is infrequent. A proportion have private health insurance, although this is falling. The standard of living is good, however as the population is mainly above average age, there is a significant amount of ill health.

Background
This Branch is mainly made up of older married couples, with many being past retirement age and few households with children. The majority are Christians with a disproportionate number of Protestants.

Employment
This Branch is qualified and consequently many members work in management or professional occupations. Earnings are in the highest income band. Some work from home whilst others are retired. A proportion have taken early retirement or are working part time.

Location
Established Prosperity are found in England, Wales and Northern Ireland. The densest concentrations are in Hampshire, Greater Manchester, the West Midlands and Kent. They are usually found in rural areas close to major towns and cities. Examples include Southampton, Winchester, Alderley Edge and Royal Tunbridge Wells.

Area stability
This is the most stable Branch within Tree A and distances travelled tend to be short. Most movements are within the Branch itself. There are movements to and from A01, A06, B04, F10 and F20. There are also inflows from C03, C07 and D13 and outflow to F16.

Transport
Many households have two or more cars, which are generally powerful. Whilst some work from home, many travel quite a distance to work, usually by car but also by rail.

Leisure
There is an interest in politics and a tendency to read broadsheet or black top newspapers. They use the internet with increasing broadband availability. Eating out is infrequent and has reduced significantly, whilst the taking of holidays is above average.

Housing
Most live in a large, detached house which they have bought. Accommodation is spacious, with married couples living alone.

Distribution of A05 Established Prosperity in Greater Manchester

Copyright © Collins Bartholomew

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A06 Ripened Success
0 Jewish religion Protestant religion* Qualified Read broadsheet newspapers Shop at Sainsbury’s
* Substantially above average. Not to scale.

4.26% of the population
300

Average 100

Spending patterns
With a credit card often available, shopping is usually at Sainsbury’s, followed by Tesco. A large proportion have investments and pension provision.

General health
Smoking is not common and exercise taking is moderate. The standard of living is good and there is some take up of private health insurance. Whilst the general level of illness is below average, ill health is common amongst older members of the group.

Background
The age group for this Branch is generally middleaged, with most being married with children. There is a high proportion of Protestants in Northern Ireland, although not as many as in A05 Established Prosperity.

Employment
Although this Branch is less qualified than the other Branches of Tree A, there is still a high proportion of qualified people, working as managers or professionals. There is a high level of employment and some are self-employed. Most members are in the first income quartile, with incomes generally rising.

Location
Members of this Branch live in England, Wales and Northern Ireland with the densest concentration being in Greater London, Surrey, Essex, Hampshire and Belfast. They are generally found on the outskirts of these cities or commuter towns to these cities, such as Biggin Hill, Camberley, Godalming and Bangor and Newtownabbey in Northern Ireland.

Area stability
This is a very stable Branch with mainly short distances travelled. Most movements are within the Branch whilst most outward movements are within the Tree to A01 and A05. There are also some outward movements to B04 and C03. Inflows are generally from A01, A05, C03, C07, D13 and D14.

Transport
Most households have at least two cars, which are large and they often travel to work in them. Others may use the train and in both cases they may commute more than twenty kilometres. A high number also work from home.

Housing
Most Ripened Success are buying their house, although some have bought their properties. Many of these are large, spacious, detached houses and there are also some semi-detached homes.

Leisure
There is less interest in politics than the other A Branches. They tend to read broadsheet or black top newspapers and generally take holidays, although they are the least likely of this Tree to do so. Broadband use is common and increasing, although eating out is infrequent and decreasing.

Distribution of A06 Ripened Success in Greater London

Copyright © Collins Bartholomew

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A

Mature Oaks

B

Country Orchards
B04 Rural Comfort B09 Harder Pastures

Background
Most members of this Tree are aged 55 to 65, with many being past retirement age but few being older than 75. They tend to be married couples whose children have left home, although there are still some children in the younger households.
percentage of UK population

6.48
General health
These people take a moderate amount of exercise and smoking is below average. The incidence of private health insurance is not high but this group has an active, working lifestyle and reasonable living conditions. As a result, their health is generally good.

Location
Country Orchards are found solely in rural areas. The densest concentration is in Northern Ireland, Norfolk, North Yorkshire, Lincolnshire, and Devon.

members have higher-level qualifications and unemployment is low. Income is in the top band.

Transport
Households will have at least two, powerful cars. There is little commuting since, with many working in agriculture, most work from home.

Housing
These people will normally own their large, detached houses outright, which will have relatively few occupants, although sometimes there are children. Some of these households will own a second home. There is some temporary accommodation and a number of unoccupied properties, which are likely to be estate buildings.

Leisure
This Tree tends not to listen to commercial radio and is very interested in politics. They mainly read broadsheet newspapers and use the internet, increasingly with a broadband connection. Eating out is rare and becoming less common.

Area stability
This is a relatively stable Tree with below average turnover. However, when they do move, these people can travel quite a distance. Most movement is mainly within the Tree but there are movements in both directions with Trees A and F.

Employment
Many members of this Tree have management or professional occupations and some are in skilled manual work. Many work in agriculture and have their own farms; hence there is a high level of self-employment based from home. A lot of the
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Spending patterns
This Tree mainly shops at Tesco, followed by Morrisons and Somerfield. A large proportion have pension provision with less having other investments.

B04 Rural Comfort
0 Protestant religion Qualified Employer, manager or professional Have three or more cars Read broadsheet newspapers Average 100 300

4.80% of the population
Spending patterns
Most supermarket shopping is at Tesco and a credit card may be available. The level of investment is not particularly high but there is a reasonable amount of pension provision.

General health Employment
Generally well educated, many in this Branch are management professionals who employ skilled manual workers on their farms. There is a low level of unemployment. As the most affluent and well qualified Branch within this Tree, Rural Comfort usually have earnings in the highest income band. Although exercising is relatively low, this Branch has an active, outdoor occupation and so the level of ill health is limited. Members tend not to smoke and have reasonable living conditions and some have private health insurance.

Background
Most people in this Branch are married couples between the ages of 35 and 75. Only the younger members still have children living at home, which are likely to be on country estates.

Location
The densest concentration is found in North Yorkshire, Devon, and Essex and there is a lighter concentration in Suffolk, Hampshire and Kent. A reasonable concentration of this Branch is throughout rural areas of Great Britain, which include arable lowland and upland areas.

Area stability
Although within a stable Tree, this is the more mobile Branch with people willing to move a wide range of distances. Most movement is within the Branch although there is some inward and outward movement with B09, A05 and F10. There are also inflows from A01 and A06.

Transport
Most households have at least two cars, which are often large and powerful. Many work on their own farms and so there is no commuting whilst others may travel to work by car, often driving more than twenty kilometres.

Housing
Many in this Branch live in large, spacious, detached houses that they own outright. Some have second homes that may be rented to the less prosperous members of the Tree who work for them. There is some temporary accommodation, such as caravans and a number of empty properties, which are likely to be estate buildings.

Leisure
This Branch is very interested in politics and read broadsheet newspapers. Internet usage is just above average, with a significant increase in a broadband connection. Eating out is infrequent and reducing.

B09 Harder Pastures
0 Protestant religion Qualified Employer, manager or professional Have three or more cars Read broadsheet newspapers Average 100 300

1.68% of the population
Leisure
These people listen to commercial radio and read black top newspapers. They have less interest in politics than the other Branch in the Tree. Holiday taking is not regular and eating out is low and decreasing.

Background
This Branch comprises mainly married couples who are at least middle-aged or past retirement age with grown up children. Some of the younger couples do still have children living at home. A large proportion of those in Northern Ireland are Protestants.

generally low and some own second properties. Some accommodation is of a temporary nature and there a number of unoccupied properties, which are likely to be farm buildings.

Spending patterns
Shopping is often at Tesco and a credit card may be used. A large proportion have a pension and few have other investments.

Employment
The main occupation is farming, with many having skilled jobs although some who are younger than middle age have routine occupations. There are few qualified people amongst this Branch but unemployment is not widespread. Self-employment is common and many work where they live. As the less affluent Branch within Tree B, earnings are mainly in the third quartile, with incomes rising.

General health
Smoking is below average and the Branch has an active, outdoor lifestyle. As a consequence, there is little incidence of ill health. However, as the least affluent Branch within the Tree, there is deprivation in some households and this may lead to future health problems.

Location
Members of this Branch are found solely in rural areas, including some arable lowland, but there is a high concentration in upland areas. The densest concentration is in Northern Ireland and the Scottish Highlands whilst there is a lighter concentration in Norfolk, Lincolnshire and the Scottish Borders.

Area stability
This is the more stable Branch within a relatively stable Tree. Distances travelled are most often short although there are long migration distances in some cases. The vast majority of movement is within the Tree, including to and from its other Branch (B04). There is two-way movement with D15 and F10, outward movement to A02 and inflows from J30.
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Transport
Most households have two cars, which tend to be of average size. Since they live where they work, there is little commuting.

Housing
Many own large, detached houses where the mortgage is fully paid. Occupancy rates are

B

Country Orchards

C

Blossoming Families
C03 Thriving Families C07 Contented Families C12 Developing Families

Background
This Tree is mainly made up of families, often aged 25 to 54 who are either married or cohabiting. There are many infants and young children and some teenagers.
percentage of UK population

8.30

Location
Blossoming Families are usually found on the edge of towns or suburbs of major cities with the densest concentration being in Hampshire and Northern Ireland. Lighter concentrations are found in the counties of Hertfordshire, Greater Manchester and Surrey.

The rate of unemployment is relatively low and Spending patterns most people in this Tree have earnings in the highest These people are likely to have a credit card income band, with some in the second income band. and shopping is mainly at Sainsbury’s, with some Incomes are rising slowly for the most affluent of shopping at Tesco. They will generally have some this group. pension provision and may have other investments.

Transport
Car ownership is common, with most households having at least two, often large cars. They tend to travel to work by car, often driving over twenty kilometres.

General health
Blossoming Families tend not to smoke and some take regular exercise. Their standard of living is good and they are a relatively young age group. Consequently, there is little ill health apart from the older members of the Tree, where there is some long-term illness.

Housing
Most householders are buying their properties, which are often large and spacious detached houses. Many of the older members own their properties outright.

Leisure
There is some interest in politics and these people generally read black top newspapers and take regular holidays. They are the most likely users of the internet and increasingly have a broadband connection.

Employment
Although some of the older members have no qualifications, this is generally a very well educated and highly qualified group. Many are employers or have managerial or professional occupations. Employment with utility companies is popular and both adults in a household normally work.
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Area stability
This is a relatively stable Tree although there is some movement, which is generally for a short distance only. Most movement is within the Tree but there is some movement to and from Trees A and D.

C03 Thriving Families
0 Aged 25 to 34 with children Aged 35 to 54 with children Listen to commercial radio Read black top newspapers Shop at Sainsbury’s Average 100 300

2.73% of the population

Spending patterns
Most supermarket shopping is at Sainsbury’s with some preferring Tesco or ASDA. A large proportion have a credit card and pension. This is the most likely Branch of Tree C to have investments.

Background
This Branch is predominantly made up of families with young children. The couples are either married or living together. There is a fairly high proportion of Protestants and a proportion of this Branch have emigrated from China.

Employment
Employment levels are high and both men and women in the household usually work. They are a well educated and highly qualified group and often have management or professional positions. As the most affluent Branch within this Tree, earnings are in the highest income band and slowly rising.

General health
Thriving Families are mainly non-smokers and with a relatively young population having good standards of living, this Branch is generally fit and healthy. They do take regular exercise but there is some ill health in the older members of the group.

Location
The densest concentration is in Northern Ireland, Hampshire, Greater Manchester and Hertfordshire. Lighter concentrations are found in Staffordshire, Northamptonshire and Essex. Thriving Families are found on the edge of towns, such as Bangor (Northern Ireland), Farnborough, Altrincham (Greater Manchester) and St. Albans.

Area stability
Although above average in terms of stability, there is some movement but mainly for short distances and most often within the Branch. The most significant movements are to and from the other Branches within the Tree. There are also movements to and from A02 and A06 with outflows to A06 and inflows from D15.

Transport
There is a preference for powerful cars, with at least two per household being normal. Although some people work from home, many travel more than twenty kilometres to work, often by car.

Housing
These households are buying their properties, which are usually large, detached houses. The older members of the Branch have paid off their mortgages.

Leisure
As readers of mainly black top newspapers, these people have some interest in politics. They are inclined to take regular holidays and are frequent users of the internet, increasingly so with a broadband connection.

C07 Contented Families
0 Aged 25 to 34 with children Aged 35 to 54 with children Listen to commercial radio Read black top newspapers Shop at Sainsbury’s Average 100 300

4.42% of the population
Spending patterns
Sainsbury’s is the preferred supermarket with some shopping at Tesco. They usually have a credit card and pension provision, with less having other investments.

General health Employment
Many people in this Branch are highly qualified with well paid jobs that put the majority in the highest income band, although some are in the second income bracket. The income of the wealthier is rising slowly. They are typically employers, managers or professionals with both adults in the household often working. Smoking is low and some exercise is taken. With a good standard of living, health is generally good, although there is a degree of ill health amongst the older members of the group. Some have private health insurance although this is decreasing.

Background
As the most established Branch in the Tree, Contented Families are mainly married couples, typically aged 35 to 54 with young and teenage children. There are some couples who cohabit, but less than C03 Thriving Families.

Area stability
This is the most stable Branch in the Tree. Distances travelled tend to be short and most movement is within the Branch. The most significant movements are with the two other Branches of the Tree (C03, C12). There is movement in from D15 and outflow to A02, A05, A06. The general movement is from poorer to wealthier Branches.

Location
The densest concentration is in Hampshire, Greater Manchester, West Yorkshire and Surrey. There are lighter concentrations in Hertfordshire and Essex. Contented Families are found on the edge of towns or suburbs of major cities in these regions, for example Basingstoke, Stockport, Leeds and Guildford.

Transport
Most families have two cars, medium to large in size, with some having three or more vehicles. They often travel a long distance to work by car, although there is a degree of home working.

Housing
Contented Families mainly live in detached houses with some in semi-detached properties which are mortgaged. These are generally large and spacious.

Leisure
These people read black top newspapers and have some interest in politics. Internet usage is common with a high proportion using a broadband connection. Contented Families go on regular holidays but are not inclined to eat out often.

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C

Blossoming Families

Blossoming Families

C12 Developing Families
0 Aged 25 to 34 with children Aged 35 to 54 with children Listen to commercial radio Read black top newspapers Shop at Sainsbury’s Average 100 300

1.16% of the population

C

Leisure
These people tend to read broadsheet or tabloid newspapers and frequently listen to commercial radio. They use the internet, increasingly so with a broadband connection.

Spending patterns Housing
Most are buying their own property, which is predominantly a terraced house, although some own semi-detached homes. Older members of the Branch have often paid off their mortgage. There is some credit card use and shopping is predominantly at Tesco, with others shopping at Aldi, Lidl and ASDA. Investments are relatively low but pension provision is common.

Background
Many members of this Branch are younger adults, typically aged 25 to 34 with young children. Some couples live together whilst others are married. The Branch includes a number of people who have emigrated to the UK, with most coming from China and some from Africa. There is also a high proportion of Protestants living in Northern Ireland.

General health
With moderate exercise, little smoking and a reasonable standard of living, Developing Families are generally in good health. Long-term illness only features to a degree amongst those aged over fifty. The take up of private health insurance is relatively low and falling.

Employment
Both men and women generally work and unemployment levels are low. The majority have qualifications and work as managers or professionals, while others have full-time office jobs or skilled employment. Although the least affluent Branch in the Tree, members’ earnings are in the top two income bands.

Location
The densest concentration is in Northern Ireland with lighter concentrations in Hertfordshire, Greater London and Hampshire. Developing Families are found on the edge of towns or suburbs of major cities in these regions, such as Londonderry (Northern Ireland), Watford and Aldershot.

Area stability
Although Tree C is relatively stable, this is the least stable of its Branches. There is above average movement although this is mainly for short distances and most often within C12. The most significant inward and outward movements are with C03 and there are also inflow and outflow movements with C07 and D15.

Transport
The tendency is for there to be one or two cars per household, which will be medium in size. They often travel to work by car, although sometimes by train and they commute more than twenty kilometres.

Distribution of C12 Developing Families in Hampshire and Surrey

Copyright © Collins Bartholomew

12

D

Rooted Households
D11 Matrimonial Homes D13 Established Couples D14 Multicultural Families D15 Skilled Workers

Background
This Tree is generally an older group but has a wide spread of age groups, ranging from young adults to those of pension age. Most are married couples and few have children living at home. They generally originate from the UK and most are Christians, with many in Northern Ireland being Protestants.
percentage of UK population

12.96

Location
The densest concentration is in Greater London and Greater Manchester. There are lighter concentrations in West Yorkshire, Northern Ireland, Kent and the West Midlands. All areas of these regions have good coverage with Rooted Households being found on the edge of towns or the outer suburbs of major cities in these regions.

normally work. This is not a highly qualified Tree and earnings are mainly in the second income band and slowly rising.

General health
Smoking is uncommon and some regular exercise is taken. The majority are in good health and with low deprivation levels, health prospects are generally good.

Transport
Households often have two cars, sometimes more, and these are normally medium-sized. Many travel to work by car.

Area stability
This is the second most stable of all the Trees and distances travelled tend to be small. Movement is mainly within the Tree. Other movements are mostly to and from C and inwards from G.

Housing
Most households are buying or have paid for their homes. Properties are mainly semi-detached houses, generally of average size, but spacious with few occupants.

Leisure
These people have little interest in politics and mainly read black top newspapers. They use the internet, increasingly with a broadband connection.

Employment
Unemployment tends to be low with many having skilled manual jobs, often in the manufacturing industry. Both men and women

Spending patterns
Most Rooted Households have a credit card and they shop at various supermarkets, particularly Tesco. They often have pension provision, although this has fallen and there is some investment in savings.
13

D11 Matrimonial Homes
0 Aged 25 to 34 with children Aged 35 to 54 with children Have a detached property Commute to work by train Listen to commercial radio Average 100 300

4.86% of the population
Spending patterns
Shopping is mainly at Morrisons and Somerfield, with a credit card available. The level of investment is fairly low and less than half a pension, with these numbers falling.

General health Employment
With a below average level of qualifications, Matrimonial Homes mainly have skilled manual jobs and some routine jobs in manufacturing or utility companies. Both adults in a household usually work and unemployment levels are low. Earnings are spread across the first and second income quartiles, with most people in the second. The incidence of ill health is below average and this can be attributed to reasonable living standards. There is not a high level of regular exercise and few have private health insurance.

Background
Most members of this Branch are middle-aged adults with children. Some are married and others are cohabiting.

Location
Matrimonial Homes are only found in England and Wales. The densest concentration is in Greater Manchester and West Yorkshire. Lighter concentrations are found in Lancashire, Merseyside and the West Midlands. There is good coverage across all of these areas, mainly on the edge of towns and sometimes on the edge of cities. Examples include Urmston and Swinton in Greater Manchester and Pudsey and Bingley in West Yorkshire.

Area stability
As part of a stable Tree, Matrimonial Homes tend not to move often or far and most movement is within the Branch. There is movement to and from D13, D15 and G19 of which G19 is the most significant. There are outflows to A05, A06 and F20 and inflows from G21 and G23.

Transport
Households often have two medium-sized cars, sometimes more, which they drive to work.

Leisure
These people read a range of newspapers from black tops and tabloids to broadsheets. Regular holidays are common and broadband use is increasing but eating out is rare and becoming even less frequent.

Housing
These people are generally buying or have bought their own home. They mainly have a semi-detached house although there are some with detached properties. Most are of average size but spacious. There are also some vacant flats.

D13 Established Couples
0 Aged 25 to 34 with children Aged 35 to 54 with children Have a detached property Commute to work by train Listen to commercial radio Average 100 300

4.07% of the population
more than twenty kilometres.

Leisure
Established Couples read black top or broadsheet newspapers and like to take regular holidays. Broadband use is increasing but eating out is low and falling. Properties are mainly semi-detached or detached houses, medium-sized and with low occupancy rates. There are some temporary homes, such as caravans for leisure use, and some flats that are vacant.

Background
There are few children in this group with most members being married couples who are at least middle-aged and many having retired.

Spending patterns
Most supermarket shopping is at Sainsbury’s or Tesco and a credit card is usually owned. Over half have some pension provision although the numbers are falling and less than one third invest in other savings.

Location
Established Couples are only found in England and Wales with the densest concentration being in Essex, Kent and Greater London. There are lighter concentrations in the West Midlands and Greater Manchester. Good coverage occurs across all of these areas. This group are found on the edge of towns or outer suburbs of major cities in these regions. They are also found in rural areas surrounding these urban areas. Examples include Basildon, Canvey Island, Chatham and Gillingham.

Employment
Some of this Branch are retired, having previously worked in manufacturing, construction and mining. Of those who still work, office jobs are popular and some have management or professional positions, sometimes in utility companies. A number are self-employed. They have few formal qualifications and earnings tend to be in the second income band, with incomes falling.

General health
Smoking is rare, but less than a quarter take regular exercise. These people are generally healthy, although some of the older population have illness. Less than 25 percent have private health insurance.

Area stability
This is the second most stable Branch of all and distances travelled tend to be short, with most moving within the Branch. The most significant flows to and from this Branch are with F20. There are also flows to and from Branches D11 and G19. Other outflows go to A05, A06 and F16 while inflows come from D14 and G17.

Transport
Most households have at least two cars, often three or more, which are generally medium-sized. Those still working mainly travel to work by car, some by travel by train and their commute can be

Housing
Most households live in properties that they have bought and some are still paying a mortgage on.

14

D14 Multicultural Families
0 Aged 25 to 34 with children Aged 35 to 54 with children Have a detached property Commute to work by train Listen to commercial radio Average 100 300

1.08% of the population
Spending patterns
The most popular supermarket is Sainsbury’s, with Tesco and ASDA also being common. Over half have some form of pension provision and some have investments, although both are falling.

General health Employment
A number of people in this Branch are highly qualified and have office jobs in the utility sector. Others are less qualified and work in the servicedistribution industry. Most have earnings in the highest income band, with incomes rising. Whilst smoking is below average, less than one quarter take regular exercise and even less have private health insurance. There is some limiting long-term illness amongst those aged over fifty, but generally this group is healthy.

Background
This Branch has a strong multicultural mix, with many being of Asian or African origin. Multicultural Families tend to be middle-aged couples with children and there are also older couples who are past retirement age.

Area stability
This is the most stable Branch of all, with people moving little and normally for only a short distance. The vast majority of movement is within the Branch. The most significant external movement is to and from Branches I24, K31 and A02. There are also inflows from E18 and J28 with outflows to A01 and A06.

Location
This group are found on the edge of towns or in the outer suburbs of major cities in England and Scotland. The densest concentration is in Greater London, in areas such as Sutton, Romford and Ruislip, where nearly three quarters of this Branch live. There are lighter concentrations in Glasgow, Edinburgh and the central belt of Scotland, in areas like Clydebank and East Kilbride.

Transport
Most households have two cars, which tend to be of average size. However, many travel to work by train, often over twenty kilometres, and others use the bus.

Leisure
Most of this Branch listen extensively to commercial radio and read black top or tabloid newspapers. They have no great interest in politics and are increasingly likely to take holidays. Eating out is rare and decreasing but broadband use is rising, although less so than other Branches in the Tree.

Housing
This Branch usually live in medium-sized, semidetached or terraced houses. Older couples have bought their home outright and others still have an outstanding mortgage.

D15 Skilled Workers
0 Aged 25 to 34 with children Aged 35 to 54 with children Have a detached property Commute to work by train Listen to commercial radio Average 100 300

2.95% of the population
Leisure
Skilled Workers have little interest in politics. They tend not to be regular newspaper readers and, should they do so, will choose black top or tabloid newspapers. Broadband use has increased considerably whereas eating out has fallen dramatically to a very low level.

Background
This Branch has many families with young children, with the parents’ ages ranging from 25 to 54 and some being older than this. Many are married couples although some are cohabiting. There are some large households and many Protestants in Northern Ireland.

Housing
Most people in this Branch live in medium-sized, semi-detached houses that they are buying. There are also some detached homes and several households own second properties.

Spending patterns
Supermarket shopping is most often at ASDA with average credit card usage. A small proportion of members have investments and almost half have some pension provision.

Employment
Most members of this Branch have no qualifications and they undertake either routine, manual, skilled or semi-skilled jobs. Both the man and the woman in a household usually work and unemployment is generally low. Skilled Workers mainly have earnings in the second income band, with some in the top band. Incomes are rising for the people in this Branch.

General health
Skilled Workers are likely to smoke and less than a quarter take regular exercise. Consequently, there is some evidence of poor health, particularly among the older members.

Location
Skilled Workers can be found across England, Wales and Northern Ireland. The densest concentration is in Northern Ireland, making up around a third of all areas covered by the Branch. There are lighter concentrations in Hampshire and Greater Manchester. They tend to live on the edge of towns and outer suburbs of major cities in these regions, but are also found in rural areas. Examples include Ballymena, Lurgan and Armagh in Northern Ireland, Eastleigh and Bury.

Area stability
This is the least stable Branch within the Tree, although stability is still above average. Distances travelled are usually short and most often within the Branch. Movements are normally to and from B09, D11 and C12. There are also outward movements to C03 and C07 with inflows from G19.

Transport
This Branch tends to have average-sized cars, usually two or more per household, and often drive more than twenty kilometres to work.

15

D

Rooted Households

E

Qualified Metropolitans
E08 Urban Professional E18 Capital Apartments

Background
This Tree is mainly made up of young adults, aged 16 to 35 who are cohabiting and do not have children. A large number are students and there are some single-person households. There is also a multicultural population.
percentage of UK population

4.97
General health
The incidence of smoking is below average but only around one quarter of Qualified Metropolitans take regular exercise. Since the population is mainly young and there is relatively little deprivation, health problems are scarce. Less than one quarter have private health insurance and this level is decreasing.

Location
Qualified Metropolitans are found in central areas of towns and major cities. The densest concentration is in Greater London, where 80 percent of this Tree live. There are lighter concentrations in Hertfordshire and Surrey.

Transport
Being mainly city dwellers, Qualified Metropolitans have little need for a car, although those who do have one tend to favour a large car. Most travel to work by train, while others work from home.

Housing
The majority live in bedsits or flats that are privately rented, but some rent from a housing association. There is some overcrowding and shared facilities. Certain members of the Tree have a second home.

Leisure
These people have the most interest of all in politics and read broadsheet newspapers. Internet usage is frequent, increasingly through a broadband connection. They like to take holidays but eating out has reduced considerably.

Area stability
With a large numbers of students and young people, Qualified Metropolitans are the second most mobile group. Movements are mainly within the Tree and usually for short distances, but can be for long distances. Other movements are mainly into and out of Tree I, with a small degree of inflow from H.

Employment
Qualified Metropolitans are very well qualified and many work as managers or professionals. Others have office jobs and some are self-employed. Couples often both work and earnings are mainly in the top income band and rising slightly.

Spending patterns
This Tree makes more charitable donations than any other and is the most likely to shop at Sainsbury’s. Its members usually have a credit card, although less than previously and often have investments. Around half have some pension provision.

16

E08 Urban Professionals
0 Rent property from housing assoc. Aged 55 to 64 and unemployed Have no car Have a powerful car Interested in politics Average 100 300

2.47% of the population

read broadsheet newspapers. A large proportion use the internet, often through a broadband connection. Although eating out is much less frequent than it used to be, this Branch has the highest proportion of people who eat out. They also take holidays regularly.

Spending patterns Background
Most of this group are young adults, aged 16 to 34, who live alone or as couples but have no children. There is a student population and a strong multicultural element, although few of Asian origin. homes but the area also has a small number of vacant properties. Most have a credit card and they buy their groceries at Sainsbury’s. They are the most likely Branch to donate to charity and around half have some pension provision. A proportion have investments and this is becoming more common in this Branch.

Employment
These people are very well educated and have office jobs, usually as managers or professionals. Unemployment levels are generally low and all adult members in a household often work, with some being self-employed. Earnings are mainly in the highest income band and rising slightly.

Location
The densest concentration is in Greater London, with over 60 percent being found in areas such as Kensington, Twickenham, Finchley and Wimbledon. There is a lighter concentration in Surrey, Hertfordshire, Cambridgeshire and Bristol.

General health
Over a quarter take some regular exercise, which is less than previously, and smoking is below average. With a young population, there is little ill health.

Transport
Most Urban Professionals have one car and this usually has a powerful engine. However, they are likely to travel to work by train, often commuting more than twenty kilometres. Some also walk to work whilst a number are home-based workers.

Housing
Urban Professionals tend to live in terraced houses or flats, with some in bedsits. Many of these properties have shared facilities. The vast majority of homes are privately rented although some people are buying or have bought their homes. There is a mixture of small and large properties. Some Urban Professionals own second

Area stability
Although the most stable Branch within the Tree, movement is well above average but mainly for short distances and most often within the Branch. Outflows and inflows are mainly with A01, A02, E18, H22, H26 and I24. The most significant movements are to the wealthier A Branches or to the other Branch (E18) within the Tree.

Leisure
These people are interested in politics, although less so than the other Branch in Tree E, and they

E18 Capital Apartments
0 Rent property from housing assoc. Aged 55 to 64 and unemployed Have no car Have a powerful car Interested in politics Average 100 300

2.50% of the population
Spending patterns
The level of pension provision has fallen significantly and less than one quarter have investments. Capital Apartments shop mainly at Sainsbury’s and are likely to have a credit card and make charity donations.

Background
This is an older group than E08 Urban Professionals. Single households or cohabiting couples without children are the main residents in this Branch. There are some people aged 35 to 54 and a number of students. There is also a multicultural element in this Branch, including people from Asian backgrounds.

Employment
This group are well educated and work in offices, many in managerial or professional positions. Some are self-employed and earnings are in the top income band. There are some people who are unemployed, a proportion of which have not worked for a while.

General health
Smoking levels are average for this group and around one third take regular exercise. There is little ill health except among the older members, who are a small proportion of the overall population. Around a quarter have private health insurance.

Location
The densest concentration of Capital Apartments is in Greater London, where over 95 percent live in areas such as Wandsworth, Ealing, and Clapham. There are lighter concentrations in the counties of Sussex and Hertfordshire.

Transport
The majority of these people have no car. They normally travel to work by train although some take the bus and a number work from home. Some rail travellers go more than twenty kilometres a day.

Area stability
Capital Apartments are very mobile, with almost double the average levels of movement. They mainly move relatively short distances and the vast majority of movement is within the Branch but there are significant movements to and from E08, I24 and I33. There are also some outflows to D14 and A01.

Housing
They tend to live in small flats and bedsits that they rent from housing associations. Many of these properties have shared facilities and no central heating, with limited space and severe overcrowding in some cases. Some Capital Apartments own second homes.

Leisure
Capital Apartments are very interested in politics and are avid readers of broadsheet newspapers. They listen to commercial radio infrequently but are regular users of the internet, increasingly with a broadband connection. They eat out a lot less than they used to do.
17

E

Qualified Metropolitans

F

Senior Neighbourhoods
F10 Richer Retiered F16 Asseted Greys F20 Mature Mobility

Background
Most members of this Tree are retired, aged 55 to 75 and over with a significant number being over 74, although some are late middle-aged. There are very few children and many people live on their own.
percentage of UK population

5.20
Morrisons and Somerfield. They are inclined to make charity donations and most have a pension. Some have other investments.

Location
The densest concentration is in the outer suburbs of Greater London. There are lighter concentrations in the counties of Devon, Essex, and Sussex, in coastal towns and rural areas.

self-employed. Given the mixture of workers and retired people, earnings are spread across income quartiles two, three and four. Incomes have generally risen with more people having incomes in the second quartile, and a fall in other quartiles.

General health
The incidence of smoking is very low but regular exercise is not high. Despite being a relatively old group, there is little ill health. However, there is some deprivation and poor living standards. Around one fifth have private health insurance.

Housing
Many Senior Neighbourhoods live in large, detached houses that they have bought. There are also some smaller properties for those living alone, particularly flats and bedsits. Some members of this Tree have a second home. There are also some temporary properties, typically caravans for leisure use.

Transport
Many households will have one car of variable size. Some people in this Tree work from home.

Leisure
Most Senior Neighbourhoods are interested in politics and read broadsheet or sometimes black top newspapers. Internet usage is below average although broadband availability has increased significantly. They eat out infrequently and much less than previously.

Area stability
This is a relatively stable Tree and distances travelled are mainly short and within the Tree. Other movements are mainly into and out of Trees A and B. There are smaller outflows to Tree H and inflows from Tree D. The likely cause of movement is due to retirement.

Employment
Most people in this Tree are retired, having previously worked in mining, construction and some in manufacturing. They are a well educated group and some still work as managers, professionals or in other office jobs. Some are
18

Spending patterns
These people are likely to have a credit card and they shop at various stores, mainly Aldi, Lidl, Tesco,

F10 Richer Retired
0 Emigrated to the UK Live in a flat Qualified Work in agriculture Read broadsheet newspapers Average 100 300

2.57% of the population
Leisure
These people rarely listen to commercial radio and read broadsheet newspapers. They are interested in politics and like to take regular holidays.

Spending patterns Employment
These people are generally highly qualified and the most qualified of all the Branches within this Tree. Those who are still employed work in offices, often as managers or professionals. Self-employment is popular and some work part time, with jobs being with utility companies or in agriculture. Many are no longer working, having previously been employed in mining or construction. Earnings are spread across all four income bands, reflecting the varying employment statuses. The most dominant quartile is the second and incomes are generally rising. The most popular supermarkets are Morrisons and Somerfield, with Aldi and Lidl also being used. Many Richer Retired have a credit card and they are likely to make donations to charity. Around half have some pension provision and they often have other investments.

Background
Although some of this group are aged 55 to 65, most are past retirement age and many are over 75. Most originate from the UK and many live alone.

Location
The densest concentration is in Devon, Cornwall and the Isles of Scilly. There are lighter concentrations in Hampshire, West Sussex, Norfolk and Dorset. Richer Retired are predominantly found by the coast and these areas can be rural or on the edge of towns, such as Barnstaple, Penzance, St Ives and Sheringham.

General health
Smoking is not common but most do not take regular exercise. With a good standard of living, the majority are healthy despite being elderly. However, there are some levels of deprivation and only one fifth have private health insurance.

Area stability
This is generally a stable Branch and migration distances tend to be short. Most movement is within the Branch whilst the other movements are to the other Branches within Tree F or to and from wealthier Branches. There is significant movement inward from and outward to A02, B04 and F20. There are also flows each way with A05, B09 and F16.

Housing
Most Richer Retired have bought their own property, which is usually a large, spacious, detached house. Additionally, they often own a holiday home or have a caravan for leisure use.

Transport
Most Richer Retired have a car, sometimes several per household, and these often have powerful engines. Many of those who work travel some distance by car to get there. A number work from home.

F16 Asseted Greys
0 Emigrated to the UK Live in a flat Qualified Work in agriculture Read broadsheet newspapers Average 100 300

1.15% of the population
Leisure
Asseted Greys are interested in politics and read mainly broadsheet newspapers plus some black tops. Holiday taking is common and increasing, but eating out is rare and becoming less common. Internet usage is average but broadband availability has increased significantly.

Background
This Branch comprises mainly older people, many over 75 and living alone. However, there are some young people, generally without children. Asseted Greys include some people of Jewish and Buddhist religions and there is a migrant population, with people who have emigrated from Europe, Africa and China.

properties may have shared facilities. A number of residents own holiday homes whilst others have caravans that they use for leisure. There are some unoccupied terraced houses and flats.

Spending patterns
Many of this group have some pension provision but the number who have other investments is falling. Asseted Greys are very likely to have a credit card and donate to charity. They tend to shop at Sainsbury’s and also go to Tesco.

Employment
Most Asseted Greys are highly qualified and the younger people work in offices, some in management or professional positions. Many are self-employed and some of this Branch are retired and have not worked for a number of years. Earnings tend to be in the bottom three income quartiles, depending on whether they are working or retired, with most in the third quartile. Incomes are generally rising with the majority of increases being for the most affluent of this Branch.

General health
Most Asseted Greys do not smoke but less than one quarter take regular exercise. Although a high proportion are old, they have good health. Less than one quarter have private health insurance, although the proportion is rising.

Location
Asseted Greys are only found in England and Wales. The densest concentration is in the outer suburbs of Greater London, where over one quarter of the population live in places like Harrow. There are lighter concentrations in the towns and cities of Surrey, Sussex, Kent and Essex, including Chingford, Guildford, Hastings and Folkestone.

Area stability
This is the most mobile Branch in the Tree, with above average movement. Most people tend not to travel far, often staying within the same Branch. Most movements are within Tree F. There are significant in and outflows with F10, F20 and H25 and also inward movement from A05.
19

Transport
Car ownership is not common amongst this group although those households that have a car often have one with a powerful engine. Whilst a good proportion work from home, many travel over twenty kilometres by train and others walk to work.

Housing
Many Asseted Greys live in small flats and bedsits that they have bought outright. Some also rent through housing associations and these

F

Senior Neighbourhoods

Senior Neighbourhoods

F20 Mature Mobility
0 Emigrated to the UK Live in a flat Qualified Work in agriculture Read broadsheet newspapers Average 100 300

1.48% of the population
General health
There is some long-term illness amongst the working members of this Branch, which may be due to poor living conditions and elements of deprivation. The incidence of regular exercise is low and falling but members of this Branch tend not to smoke. Few have any private health insurance.

F
Background
Many of this Branch are past retirement age, a lot being over 75 and living alone. There are also a number in the 45 to 64 age range.

Location
The densest concentration is in the county of Essex and there are lighter concentrations in Norfolk, Kent and Lancashire. Mature Mobility are predominantly found in coastal locations, usually on the edge of towns or in rural areas, such as Southend-on-Sea, Cromer, Whitstable and Poulton-le-Fylde.

This is a very stable Branch and the most stable within the Tree. Any movements are only for short distances and the majority are within the Branch itself. The greater movement is between the other Transport Branches that make up this Tree and movement Many households have one car, which will generally to Branches outside this Tree are less common. be small to medium-sized. There is no particular However, there are movements in each direction preferred method for getting to work, although with A05, F10, D13, F16 and G21. Outward the car is as common as any. movements also occur to M35 and there are outflows from D11.

jobs, some are self-employed and others work part time. The high number of retired people means that earnings are mainly in the lowest band or sometimes the third quartile, with incomes remaining relatively stable.

Area stability

Leisure

Housing
Mature Mobility have small to medium-sized, semi-detached and detached houses that generally they own outright. Many have holiday homes or caravans that they use for leisure.

Mature Mobility read black top newspapers and are average listeners to commercial radio. Internet usage is below average and eating out is very rare and has fallen dramatically.

Spending patterns
This Branch has no definite shopping preferences although Tesco, Aldi and Lidl are the most common. They are likely to have a credit card and over half have pension provision, which is on the increase. Other investments are also common.

Employment
Many of the older people in the Branch are retired and used to work in manufacturing and mining. Those still working are generally in office

Distribution of F20 Mature Mobility in Essex

20

Copyright © Collins Bartholomew

G

Suburban Stability
G17 Aspiring Streets G19 Cohabiting Suburbs G21 Mature Satisfaction G23 Routine Families

Background
This Tree covers an extremely wide range of age groups, from young families with children right up to those over 75 years old. Many of the parents are unmarried.
percentage of UK population

12.41

Location
Suburban Stability are spread across England and Wales with the concentration being lighter in Scotland and Northern Ireland. They are predominantly found in the suburban areas with the densest concentration in Greater Manchester and the West Midlands, whilst there are lighter concentrations in West and South Yorkshire.

in manufacturing and unemployment is below average. Most have earnings in the third quartile with some in the bottom band, although incomes are increasing.

favourite but others also visited. About half have some pension provision but other investments are not common.

Transport
Suburban Stability households generally have one car, which is small or medium-sized. They often travel to work in the car, although some walk or travel by bus.

General health
Smoking is just above average but only one fifth take regular exercise. There are no major longterm illness problems and there is only a small amount of deprivation. Few people have private health insurance.

Housing
They generally live in semi-detached or terraced houses that they are buying, or in some cases have bought. A few privately rent their home. These are mainly medium-sized properties and some have no central heating.

Leisure
Commercial radio is listened to frequently and tabloids are the newspaper of choice, although some read black tops. This Tree has little interest in politics and internet usage is below average.

Area stability
This is a stable Tree and most migration is for a very short distance. Most movement is within the Tree and the main outflow is to D, with inward movement from D, J and K. This is the only Tree that facilitates movement from the poorer Trees (J and M) to the wealthier Trees (A and E).

Employment
These people are not highly qualified and mainly have routine or skilled manual jobs, but some are semi-skilled or unskilled. Many work

Spending patterns
Credit card usage is just below average, as are donations to charity. Suburban Stability have no strong shopping preferences, with ASDA being the

21

G17 Aspiring Streets
0 Aged 25 to 34 with children Asian ethnic background Live in a semi-detached property Live in a terraced property Skilled manual worker Average 100 300

1.78% of the population
Spending patterns
Members of this Branch have no firm shopping preferences, going to ASDA, Morrisons, Somerfield and some to Sainsbury’s. Over half have pension provision but other investments are less likely and the numbers are dropping in both cases.

Background
Most members of this Branch are young couples, mainly aged 25 to 34, although some are younger or older, with no children. Couples tend to be not married and there are some student households. There are also some people from a multicultural background, including those of Asian ethnicity.

properties. Some, particularly the older members, have paid off their mortgages whilst a number rent privately. Properties are generally medium-sized and there are a number of commercial flats.

General health
The take up of private health insurance is low and falling. Smoking levels are average and the amount of regular exercise has increased significantly, although practised by only a third of the population. There is little evidence of ill health but some households have elements of deprivation.

Employment
Both men and women tend to work, with most having skilled manual jobs. This is the only Branch in Tree G to have some qualified members, with employment levels above average. Earnings are mainly in the third quartile but with the number in the second quartile increasing.

Location
Aspiring Streets are predominantly found in the suburbs of cities and towns in the West Midlands in areas such as Birmingham and Wolverhampton. The concentration here is double that of any other area. There are lighter concentrations in Greater London, West Yorkshire and Greater Manchester, for example Romford and Hillingdon in Greater London, Huddersfield and Clayton (Bradford).

Area stability
Migration levels are average in this relatively stable Branch with the majority moving a short distance. These people are more likely to move to Branches outside of the Tree with the exception of movement to G19. Significant inward movement is from H22, with others coming from G19, H25 and F16. There is some outward movement to D13, D14 and G19.

Transport
Households tend to have one car, if at all, which is small to medium-sized and may be used to get to work. Others walk to work or travel by train but most go by bus.

Housing
Most Aspiring Streets are buying their homes, which are mainly terraced houses, often with no central heating. Some live in semi-detached

Leisure
Aspiring Streets read either tabloid or black top newspapers and some listen to commercial radio stations.

G19 Cohabiting Suburbs
0 Aged 25 to 34 with children Asian ethnic background Live in a semi-detached property Live in a terraced property Skilled manual worker Average 100 300

2.20% of the population
in politics. Regular holidays are taken but very few eat out and they do this much less than they used to.

Spending patterns
This Branch has a tendency to use a credit card and shops mainly at ASDA, but also at Aldi, Lidl, Morrisons and Somerfield. The level of charitable donations is below average, as are investments, whilst just under half have some pension provision.

Background
Many members of this Branch are cohabiting couples, generally aged 25 to 34 with children. There are some young adults aged 16 to 24, but not many older people.

buying. Some of these properties have no central heating and older members may have paid off their mortgages.

Employment
Most adults work and unemployment levels are generally low. They have few qualifications and tend to work in routine jobs, sometimes skilled, semiskilled or unskilled and often for manufacturing or utility companies. Earnings are mainly in the second income band, with some in the lowest income band. Incomes of the wealthiest people in this Branch have remained relatively static, however incomes of the poorer members are rising.

General health
Smoking is common with Cohabiting Suburbs and this Branch has the highest proportion of smokers in Tree G. Only one fifth take regular exercise, with this number decreasing. One fifth also have private health insurance – the highest level in the Tree. With few old people amongst this Branch, illness levels are low and there is little deprivation.

Location
Cohabiting Suburbs are only found in England and Wales. The densest concentration is in Greater Manchester and West Yorkshire with lighter concentrations in the West Midlands, Tyne & Wear and South Yorkshire. Just over a third of the population live within the Greater Manchester and West Yorkshire corridor, which is considerably higher than in any other region. They are predominantly found in the suburbs of cities and towns in these areas, including Hyde, Oldham, Halifax and Wakefield.

Area stability
Although the least stable Branch in the Tree, movements are below average and mainly within the Branch. The majority of people who move travel less than two kilometres. The main external movements are in and out of D11 with other movements to and from D15, G17, G21, G23 and J27. There is also outflow to D13. External movements to other Branches are more likely than movements to Branches within Tree G.

Transport
Many Cohabiting Suburbs have one car, which is small to medium-sized. They generally use it to travel to work whilst others walk or go by bus.

Housing
Many people in this group live in medium-sized terraced and semi-detached houses that they are
22

Leisure
These people like to listen to commercial radio, read black top newspapers and have little interest

4.07% of the population
300

0 Aged 25 to 34 with children Asian ethnic background Live in a semi-detached property Live in a terraced property Skilled manual worker

Average 100

Supermarket shopping is spread amongst Morrisons, Somerfield, Aldi, Lidl and some at ASDA. Credit card usage is marginally below average but charitable donations are higher. Around half have some pension provision, which is increasing, but other investments are much lower.

Background
This Branch has the oldest members of the Tree, with most being at least 45 and many being well past retirement age. A lot of these people live alone and a small proportion are Protestants.

Employment
Many are retired and used to work in manufacturing, construction or mining. Popular occupations are routine or skilled manual jobs for manufacturing and utility companies, with some working in agriculture. A few are self-employed and the level with qualifications is not high. Earnings are mainly in the lowest income band, with some in the third quartile and incomes generally rising.

General health
Generally in good health, smoking is below average but only one fifth take regular exercise and private health insurance uptake is fairly low. Although a relatively old population, poor health is more common amongst those of working age, possibly due to deprivation in some households.

Location
The densest concentration is in Greater Manchester, the West Midlands and Merseyside with lighter concentrations in Greater London, South Wales valleys, West and South Yorkshire and Essex. Examples of places include Audenshaw (Greater Manchester), Litherland (Merseyside) and Dudley.

Area stability
Mature Satisfaction are the most stable Branch in the Tree and if they do move, travel very short distances. Movements are most likely to be to Branches outside rather than within the Tree. There are movements to and from B09, F20, J28 and K29, in from G23 and out to D11 and D13.

Transport
Mature Satisfaction have either no car or one small car. They are more likely to walk to work, although some travel more than 20 kilometres by car or rail.

Housing
Mature Satisfaction live in semi-detached houses that they have paid for. Most are small and there are also some terraced houses, flats and bedsits. A small proportion rent their homes, either privately or through the council or a housing association. They have holiday homes and caravans that they use for leisure.

Leisure
There is little interest in politics and they read either black top or tabloid newspapers. Internet usage is below average, albeit with significantly increased broadband availability. They eat out infrequently and less so than previously.

G23 Routine Families
0 Aged 25 to 34 with children Asian ethnic background Live in a semi-detached property Live in a terraced property Skilled manual worker Average 100 300

4.35% of the population
Spending patterns
Few have any investments and less than half have pension provision, with both levels decreasing. Most Routine Families shop at ASDA, but also at Aldi and Lidl.

General health
proportion live in council or housing association properties. There are a few flats, some of which are unoccupied. This is a generally healthy Branch, but many Routine Families smoke, although not as many as in G19 Cohabiting Suburbs. Few take regular exercise or have private health insurance with this number dropping.

Background
Many of this Branch are families with parents aged 25 to 34, with some aged 35 to 54 with young children. There are also some large households. Most couples cohabit or are lone-parents. The proportion of married couples is about average.

Employment
These people have few qualifications and generally work in routine, unskilled, semi-skilled or skilled manual jobs. Unemployment is low and both adults in a family normally have jobs. Income is in the third quartile and rising slowly.

Area stability
This is a stable Branch and of those who do move, over half travel less than two kilometres. Movement is more likely to Branches outside the Tree with significant two-way movements with J28, K29 and L32. There is also movement out to D11 and G21 and in from J27, J34 and K36.

Location
The densest concentration is in Greater Manchester and Hertfordshire with lighter concentrations in the West Midlands, West and South Yorkshire and Essex. Routine Families are predominantly found in the suburbs of cities and more central areas of towns, such as Failsworth (Greater Manchester), Stevenage and Hemel Hempstead.

Transport
Most Routine Families have a small to mediumsized car which is often used to get to work. Many also walk to work and some go by bus.

Housing
This group live in semi-detached or terraced houses that have an outstanding mortgage. These are usually medium-sized and a small

Leisure
This Branch are frequent listeners to commercial radio and read tabloid newspapers. They are not interested in politics and both holiday taking and internet use are low.

23

G

Spending patterns

Suburban Stability

G21 Mature Satisfaction

H

New Starters
H22 Students in the Community H25 Working Singles H26 Student Life

Background
This Tree consists mainly of young people aged 16 to 34 with no children. There are a lot of students and people living alone. Some older households, aged 35 to 54, do have children but few of the couples are married, choosing to cohabit instead. There is also a mix of people from multicultural backgrounds.
percentage of UK population

4.64
Spending patterns
Most supermarket shopping is at Aldi or Lidl, with some also going to Sainsbury’s. Pension provision is below average and around one fifth have investments.

Location
The densest concentration is in Greater London and there are lighter concentrations in Edinburgh, Glasgow, Greater Manchester and the West Midlands. The concentration in Greater London is double that of any other region, with New Starters generally being found in the outer suburbs. Outside of Greater London, they are generally found in central areas of towns and cities.

Employment
Many of these people do not work although a good proportion of the unemployed are students. This Tree is highly qualified and people tend to work in offices. Earnings are stable with many in the lowest income band and some in the third quartile.

General health
New Starters are likely to smoke but the level of exercise is low and decreasing. There are poor living conditions and high levels of deprivation in some households. For the rest, there is little longterm illness but few have private health insurance.

Transport
Most New Starters do not have a car and many live near their work or place of study and walk there whilst others go by bus.

Housing
New Starters tend to live in small flats and bedsits that are privately rented with some renting through a housing association. Many of the properties have shared facilities and no central heating. Some are overcrowded, often severely so. Since many of this group are students, this is not their main home and there are a lot of unoccupied flats and terraced houses.

Leisure
New Starters are very interested in politics and read broadsheet newspapers. They are not inclined to take holidays but are likely to use the internet, increasingly with a broadband connection. Eating out has fallen to a very low level.

Area stability
With a young population and a lot of students, this is the most mobile Tree of all, with double the average rate of movement. Although most movement is less than two kilometres, many do travel a considerable distance. However, there is very little movement outside the Tree, with some moving out to E and others coming in from Trees A and F.

24

H22 Students in the Community
0 Muslim religion Live in a terraced property Employer, manager or professional Read broadsheet newspapers Shop at Aldi or Lidl Average 100 300

1.12% of the population
They read broadsheet newspapers and use the internet a lot with three quarters having a broadband connection. They eat out rarely and much less than they used to do.

Spending patterns
have no central heating and may have shared facilities. Some properties are unoccupied, mainly flats and terraced houses. Students in the Community have no strong shopping preferences, frequenting Morrisons, Somerfield, Sainsbury’s, Aldi and Lidl. They do not usually have a credit card or make donations to charity. One fifth have investments and this figure is increasing, but only one third have a pension.

Background
Most of this Branch are students with hardly any people aged over 34. Few are married and many live as part of a student household, often with six or more other people. A number live as unmarried couples and there are some from different ethnic backgrounds.

Employment
Many of this group are students so do not work, although some have part-time employment, often in the service-distribution industry. Work is often of a routine nature but those who are employed full time often have office jobs in management or professional positions. Students in the Community are highly qualified but earnings are in the lowest income band, although tending to rise.

General health
Many of these people smoke and only one quarter take regular exercise – a habit that is decreasing. There is a high incidence of deprivation, but being a young group, there is no illness. Few have any private health insurance, although this has increased significantly.

Location
The densest concentration of Students in the Community is in the central areas of Edinburgh, South Yorkshire, Greater London and the West Midlands, in university cities such as Sheffield and Birmingham. There are lighter concentrations in Tyne and Wear, Lancashire and Nottingham. Outside these areas, there is no concentration whatsoever.

Area stability
This is the most mobile Branch of a very unstable Tree, with movement being more than three times the national average. Most move only a short distance, mainly within the Branch, but there are a considerable number who move a large distance. Movements are mainly to and from A02, E08 and H26 with some outward movement to G17.

Transport
People in this Branch rarely have a car , and if they do, it will be small. They mainly get about on foot or use the bus.

Housing
These people predominantly live in small properties, mainly terraced houses, flats and bedsits that they rent privately, with some renting from a housing association. These properties often

Leisure
These people are very interested in politics, although less so than H26 Student Life.

H25 Working Singles
0 Muslim religion Live in a terraced property Employer, manager or professional Read broadsheet newspapers Shop at Aldi or Lidl

2.65% of the population
300 of transport. Some live quite a distance from their work and get there by train, whilst others take the bus.

Average 100

Leisure
These people have some interest in politics and no preference of newspaper. Eating out and taking holidays is infrequent and falling. usually small flats and bedsits, often with no central heating and with shared facilities. Many are also overcrowded. Since there are a number of students in the population, their main home is elsewhere and there are many empty properties, mainly flats and terraced houses.

Background
Many of this Branch are young households without children. The majority are aged 16 to 34, although a number are older and a few are over 75 years old. Most are single and some are cohabiting. There are some student households, although less so than the other H Branches. There is also a multicultural element, but this is not as strong as in H22 Students in the Community.

Spending patterns
Many Working Singles shop at Aldi and Lidl. A significant number also use Sainsbury’s and may well have a credit card. Pension provision is falling and only one fifth have other investments.

Employment
The majority of this group are well educated and work in offices, some in management or professional positions. Work in the servicedistribution industry is popular and a few are self-employed. There are also a number with routine jobs. Some are students so do not work and some have been unemployed for a while. Earnings are mainly in the third quartile, with some in the second and fourth quartiles and incomes remaining relatively stable.

General health
This group are inclined to smoke and exercise is infrequent and decreasing, as is the uptake of private health insurance. Levels of ill health are not high, even amongst the older members, however there are significant levels of deprivation that may cause problems in the future.

Location
The densest concentration is in the outer suburbs of Greater London, with three times the population of Working Singles than in any other region, living in areas such as Walthamstow and Barnet. There are lighter concentrations in Kent, Greater Manchester and the West Midlands, where they are generally found in the more central areas of places such as Maidstone, Manchester and Walsall.

Area stability
Although the most stable Branch of Tree H, movements are still well above average although distances travelled are generally below two kilometres. Most movement is within the Branch and the only other significant movements are to and from F16.

Transport
Working Singles do not normally have a car. If they do, it will be no more than one per household and will be small. Walking is the most popular mode

Housing
Working Singles rent their homes from private landlords or housing associations. These are

25

H

New Starters

New Starters

H26 Student Life
0 Muslim religion Live in a terraced property Employer, manager or professional Read broadsheet newspapers Shop at Aldi or Lidl Average 100 300

0.87% of the population
high proportion having broadband. Out of all Branches, Student Life are the least likely eat out.

H

Spending patterns
Student Life heavily favour Aldi and Lidl for their shopping and are the most likely of all Branches to go there. They also shop at ASDA but do not usually have a credit card. Just under half have some pension provision, a number that is increasing, although other investments are low and falling.

Background
Most people in this Tree are aged 16 to 34, some are 34 to 54 years old and there are virtually no older people. They mainly live alone or in student households, although some cohabit and a number of the younger people have very young children. Many are from different ethnic backgrounds, mainly African.

with shared facilities and no central heating. There is some overcrowding and sometimes this is severe. Some properties, mainly flats and terraced houses, are unoccupied.

Employment
A lot of people in this Branch are classed as not working due to them being students. However, some who are over 55 have not worked for several years and may have previously been employed in mining. Student Life are highly qualified and employment is commonly with utility companies, often in higher management or professional positions. Earnings tend to be in the lowest income band but are generally on the increase.

General health
In common with the other Branches in this Tree, private health insurance is not popular. Smoking is common but exercise is not and is becoming less frequent. Although living conditions are often poor and there is some deprivation, there is little ill health except amongst the older members of the Branch, who only form a small proportion of the overall population.

Location
Student Life are found in central areas of cities and towns that have a university or higher education colleges. The densest concentration is in Glasgow and Edinburgh, with double the population of Student Life than in any other region. There are lighter concentrations in Greater Manchester, Brighton, Aberdeen and Bristol.

Area stability
This is the second most mobile Branch of all, with movements being more than double the national average. Nevertheless, most movements are for a short distance, generally within the Branch, although there are a number who have moved a considerable distance. Other movements are mainly to and from A02, E08, H22 and M40, with some outflow to K31.

Transport
The majority of people in this group do not have a car and travel on foot or by bus.

Housing
Many Student Life live in flats and bedsits, which are often not their main home. These are generally small properties that they rent from private landlords or housing associations, often

Leisure
These people mainly read broadsheet newspapers and are very interested in politics. They are likely to be internet users, with a very

Distribution of H26 Student Life in Edinburgh

26

Copyright © Collins Bartholomew

I

Multicultural Centres
I24 Cultural Enterprise I33 Multicultural Key Workers

Background
This Tree consists mainly of families, some of which are large, who originate from India, Pakistan, Bangladesh or Africa with a good proportion from the Caribbean and China. There is a combination of young parents with children and older parents with teenagers. The majority are Muslims or Jews and although the parents were born outside the UK, their children have been born here.

percentage of UK population

6.37
They are unlikely to make charity donations or use credit cards and investment and pension provision are relatively low and have changed little over time.

Location
They live mostly in Greater London and in the cities and major towns of the West Midlands, East Midlands, West Yorkshire, Greater Manchester and Lancashire. The concentration in Greater London far exceeds anywhere else in the UK. Outside of this core area, the concentration is very light.

mainly in semi-skilled or unskilled manual jobs rather than professional positions. They tend not to have qualifications and their earnings, although rising, are in the bottom income bracket.

Transport
Car ownership is low and the majority use public transport. They mainly travel to work by train or bus, with a few working from home or commuting by car.

General health
Although mainly a young population, many live in households that are particularly deprived and so may cause health problems in the future. They are unlikely to exercise or subscribe to private health insurance and their illness levels are above average, particularly amongst the poorest Branch (I33).

Housing
These people mainly live in terraced housing and flats with the majority of the rest living in bedsit accommodation. Properties tend to be small and many do not have central heating. They tend to rent with many residents occupying housing association or council properties.

Leisure
These people mainly read tabloid newspapers, but some also read broadsheets. They regularly listen to commercial radio and are not inclined to take regular holidays or eat out. Internet usage is high and growing.

Area stability
Movement of people in this Tree is below average and, where it does occur, tends to be for short distances usually within the Tree. These areas are very stable in terms of population turnover. External movements that do occur are with Tree E, which is likely to be due to the relatively high proportion of young people and students who move after finishing their studies or who get a new job.

Employment
The unemployment rate is twice the national average. Of those who are unemployed, half are long-term unemployed. Those who work are

Spending patterns
Aldi, Lidl and Sainsbury’s are the most popular supermarkets for regular shopping in this Tree.

27

Multicultural Centres

I24 Cultural Enterprise
0 Rent property from council Qualified Unemployed Shop at Aldi or Lidl Smoke Average 100 300

2.81% of the population
Leisure
These people are quite interested in politics and prefer to read broadsheet newspapers and listen to a lot of commercial radio. Internet usage is slightly above average and increasing. Eating out is rare and regular holiday taking is below average.

I

Background
This Branch has a combination of more affluent, large families with middle-aged parents and teenaged children and young people starting out, with a high proportion of students. Parents originate from India, Pakistan, Bangladesh and Africa whilst the younger population were born in the UK. The majority are Hindus or Sikhs with a good proportion being Jews, Muslims and Buddhists.

that are overcrowded with limited facilities. Most live in rented accommodation or housing association properties. However, the more affluent people in this Branch tend to have semidetached properties with a mortgage.

Spending patterns
Sainsbury’s is the preferred choice of supermarket. Credit card use is below average, as are the level of investments and pension provision.

General health
Smoking is below average but exercise is uncommon and private health insurance take up is low. Some of the poorer people live in deprived properties so, although ill health is below average, this may not always be the case.

Employment
Unemployment is above average, particularly among the less affluent. This is partly due to the high student population. Those who do work tend be in professional jobs in the service sector or in semi-skilled and unskilled manufacturing jobs. Although this is the most affluent Branch of Tree I, income is predominantly in the fourth quartile. However, these people are well qualified and educated and there is a growing proportion with earnings in the second and third quartiles.

Location
The majority of Cultural Enterprise live in Greater London, with the rest living in the West Midlands, West Yorkshire and Manchester. They are generally found in the suburbs, such as Wembley, Croydon, Hounslow and Ilford in Greater London.

Area stability
This Branch is stable with a below average turnover of population. When movement does occur it tends to be for short distances within the Tree. External movement that occurs is mainly outward to E18 and inward from D14. This is likely to result from students moving into the area at the start of their studies and out again once qualified.

Transport
Car ownership is low except for the more affluent members. The preferred method of travel to work is by train, followed by bus.

Housing
In common with the rest of the Tree, this Branch mainly lives in small, terraced houses and flats

I33 Multicultural Key Workers
0 Rent property from council Qualified Unemployed Shop at Aldi or Lidl Smoke Average 100 300

3.57% of the population
Transport
Members of this Branch are very unlikely to have a car and generally travel to work by bus or train.

Leisure
There is little interest in politics and most tend to read tabloid newspapers. Listening to commercial radio is common, unlike taking holidays and eating out.

Background
This Branch is predominantly made up of young parent families with young children or teenagers. The majority are Black, Indian, Pakistani or Bangladeshi, with some from Africa, the Caribbean, China and Eastern Europe. Many are Muslims with some Sikhs, Hindus and Buddhists. Families are large, with a significant number of single-parent families.

Housing
Most live in rented housing association or council properties which are flats or terraced houses. Properties are small and severe overcrowding is common. Many properties have shared bathroom facilities and no central heating.Vacant housing is also common.

Spending patterns
Shopping is predominantly at Aldi or Lidl, with some shopping at Sainsbury’s.Very few have credit cards or investments and pension provision is low.

Employment
Few of these people have qualifications and unemployment is twice the national average with around half of these being unemployed for a while. Those who do work have semi-skilled or unskilled jobs, often in manufacturing. Earnings are predominantly in the bottom quartile, but are rising with some people moving into the third quartile.

General health
These people tend to smoke and take little exercise. Many also live in deprived households and an above average number of the working population have poor health or long-term illness.

Location
This Branch mainly live in Greater London, the West Midlands, Greater Manchester and West Yorkshire. The heaviest concentration is in Greater London, in districts such as Bermondsey, Camden Town and Hackney.

Area stability
This Branch has very little population movement. Movements are most common within the Branch, followed by movements to the wealthier Branch of I24. External movements are mainly to and from E18, with some movements to D14.

2828

J
J27

Urban Producers
Limited Labour J28 Manufacturing Pride J30 Council Terraces J34 Young Parents

Background
This Tree has a high proportion of lone-parent families. Many households are couples, aged 25 to 34, who are unmarried and have children. There are also some people aged 16 to 24 with children.
percentage of UK population

9.38

Location
There is a good concentration of Urban Producers throughout the UK, particularly in urban areas with the densest concentration being in the towns and cities of the West Midlands and Greater Manchester. There are lighter concentrations in Greater London, West and South Yorkshire, Tyne and Wear, Merseyside and Northern Ireland.

work. Earnings fall into the lowest income band, although this is improving with the number in the third quartile increasing.

Morrisons and Somerfield. Pension provision is relatively low and other investments are even less.

Transport
Most Urban Producers do not have a car and many live near enough to their work to walk there, whilst others travel by bus.

General health
Many people in this Branch smoke and few take regular exercise, with numbers falling for the latter. Coupled with a relatively high number of deprived households, this results in many people being in poor health. Despite this, few have private health insurance, although the number is increasing slowly.

Housing
The majority of this group live in terraced houses that are rented, mainly from the local council. Most properties are medium-sized and some have no central heating.

Leisure
These people have no interest in politics and read tabloid newspapers. Most do not take regular holidays and they are infrequent users of the internet, although broadband availability is common and growing. Eating out has become increasingly rare.

Area stability
This is a relatively stable Tree and those who do move hardly travel any distance at all, mainly staying within the Tree. The main external movements are out to and in from G, K, L and M. Movements are far more likely to occur between the poorer Trees (K, L and M) than with Tree G.

Employment
The unemployment rate is above average and some of those over fifty have not worked for several years. Urban Producers have few qualifications and most have routine, unskilled, semi-skilled or skilled jobs in manufacturing. It is common for only the man in the household to

Spending patterns
Urban Producers are not inclined to make donations to charity and are less likely to have a credit card. Shopping is mainly at ASDA, with Aldi and Lidl also being popular and some visiting

29

J27 Limited Labour
0 Lone-parent family Protestant religion Rent property from council Unemployed Have limiting long-term illness Average 100 300

3.46% of the population
Leisure
These people have little interest in politics and read tabloid newspapers. They rarely eat out and do this less so than previously.

Spending patterns
private landlord. These are often terraced houses with no central heating. Most property is mediumsized, sometimes overcrowded and there are some vacant flats and terraced houses. ASDA is the most popular supermarket for shopping and having a credit card is rare. Investments are low and less than half have any pension provision, although this has risen.

Background
Most adults in this Branch are aged 16 to 34 and many live as families with children. Few are married and there is a high incidence of singleparent families. There is also a mix of people from different multicultural backgrounds whose children were born in the UK.

General health
Regular exercise is uncommon and many Limited Labour smoke. The number of people with poor health is slightly above average and many households have high levels of deprivation. A proportion have private health insurance and this is rising.

Employment
With few qualifications, many of this group work in routine, unskilled, semi-skilled or skilled manual jobs, often for manufacturing companies but also in service-distribution. Unemployment is above average and a proportion of those out of work have not worked for several years. Often the woman in a household does not work. Earnings are mainly in the lowest income band but are on the increase with a growing number in the third income quartile.

Location
The densest concentration is in Greater London and there are lighter concentrations in the West Midlands, Greater Manchester and West Yorkshire. The concentration in Greater London is three times that of any other area, with Limited Labour living in places such as Barking and Dagenham. They are generally found in the more central areas of towns and the outer suburbs of cities, such as Enfield, Coventry, Castleford and Stretford (Manchester).

Area stability
Although the most mobile Branch in Tree J, Limited Labour move less than average and mainly for short distances. Most movements are within the Branch. External flows are mainly to and from L32 and J34, with some movement to and from G23 and in from K36.

Transport
The majority of people in this group have no car but some households have one small car. They mainly walk to work or take the bus. Those who live more than 20 kilometres from work usually go by train.

Housing
Many Limited Labour live in properties that are rented from a housing association, local council or

J28 Manufacturing Pride
0 Lone-parent family Protestant religion Rent property from council Unemployed Have limiting long-term illness Average 100 300

1.33% of the population
Spending patterns
With a tendency not to have a credit card, Manufacturing Pride shop mainly at ASDA and also at Aldi, Lidl, Morrisons and Somerfield. Less than half have any pension provision and fewer have other investments, although both are on the increase.

Background
This is the oldest Branch of the Tree with many members being of pensionable age. There are also a number of younger households and lone-parents with children.

Employment
With few qualifications, Manufacturing Pride have mainly routine, unskilled, semi-skilled or skilled manual jobs. Most work in manufacturing and some for utility companies. The level of unemployment is above average, some of whom have been out of work for a while. The woman in a household often does not work. Income is mainly in the third quartile, with some in the fourth quartile and incomes are gradually rising.

General health
Smoking is quite common and one fifth of members take regular exercise. The uptake of private health insurance is relatively low but has gone up significantly and is the highest of all the J Branches. There is some poor health across all age groups, which may be attributed to many households having levels of deprivation.

Location
The densest concentration is in the Welsh valleys, which has one and a half times the population of Manufacturing Pride than any other region. There are lighter concentrations in North Lanarkshire, Fife and County Durham. Examples of places include Abercynon, Glenrothes and Motherwell.

Area stability
This is the third most stable Branch of all and the most stable Branch of Tree J. Distances travelled are very short and the vast majority of movement is within the Branch. There is travel to and from many other Branches, including flows to and from G21, G23, K29, J30, K31, J34, K36, L37, M38 and L39. There is also outward movement to D14, with the flows to the poorer Branches being more common.

Transport
The majority of Manufacturing Pride do not have a car and those that do have one small car. They normally walk to work or go by bus.

Housing
These people live in semi-detached or terraced houses that they rent from the local council. Most properties are medium-sized.

Leisure
These people read tabloid newspapers and are not interested in politics. Internet usage is low but broadband access has increased substantially. Taking holidays and eating out is infrequent, with the incidence of both decreasing.

30

J30 Council Terraces
0 Lone-parent family Protestant religion Rent property from council Unemployed Have limiting long-term illness Average 100 300

2.13% of the population
Spending patterns
Council Terraces generally do not have a credit card and mainly shop at ASDA, Aldi and Lidl, with some choosing Morrisons and Somerfield. Investments are few and less than half have any pension provision, with levels falling in both cases.

General health Background
Council Terraces are mainly families aged 16 to 34 who have children. Some are single-parent families and a large proportion that live in Northern Ireland are Protestant.

Employment
Unemployment is common and many have not worked for a while. Sometimes all adults in a household are unemployed. Those who do work are generally unqualified and have routine, unskilled, semi-skilled or skilled manual jobs in manufacturing. Earnings tend to be in the lowest income band but are moving up slightly.

Location

This Branch is one of the least likely to have private health insurance, with the numbers having fallen dramatically. They take relatively little exercise and many smoke. There are also some poor living conditions and extensive levels of deprivation, leading to above average levels of ill health amongst the working population.

The densest concentration is in Northern Ireland and there are lighter concentrations in the West Transport Midlands and Merseyside. The concentration in these core areas is double that of any other region. Council Terraces generally do not have a car. Many Council Terraces are found in central areas of towns live near enough work to be able to walk there and suburbs of cities including Armargh, Portadown, whilst others take the bus. Wallasey, Anfield and West Bromwich.

Area stability
With distances travelled being short and the number of movements below average, this is a stable Branch. Although most movements are within the Branch, Council Terraces do go to and from several other Branches, usually the poorer Branches. This includes in and outflows with J28, K29, J34, K36, L37, M38, L39 and M40. There are also outward movements to B09, K31 and M35.

Housing
Most live in terraced houses that they rent from the local council. Often these properties have no central heating and most are medium-sized. There are some vacant properties, mainly flats and terraced houses.

Leisure

These people tend to read tabloid newspapers and have little interest in politics. Holiday taking is below average and internet usage is low, although broadband availability is on the rise.

J34 Young Parents
0 Lone-parent family Protestant religion Rent property from council Unemployed Have limiting long-term illness Average 100 300

2.46% of the population
take regular holidays, with levels falling in both cases. Internet usage is also low.

Spending patterns
Most Young Parents do not have a credit card and they tend to shop ASDA, Aldi and Lidl. Some also visit Morrisons and Somerfield. Charity donations are infrequent and savings are rare, with less than one third having any pension provision.

Background
This group is mainly made up of young families with young children. The parents are mostly aged 16 to 24 with some being 25 to 34 years old. They tend to be unmarried, with a significant number of loneparent families.

medium-sized properties and many have no central heating. There are also some flats and many of these are unoccupied, as are some terraced houses.

General health
There is a high proportion of smokers in this Branch and few take regular exercise. Levels of ill health are high amongst the working population, which may be attributed to poor living conditions and deprivation. Few have any private health insurance although this is rising.

Employment
The majority of these people are unqualified and have routine employment, with some having unskilled, semi-skilled or skilled manual jobs, often in manufacturing. Unemployment levels are high and they are the highest of all Branches in this Tree. Often both men and women do not work and some have been unemployed for a while. Most have earnings in the lowest income band and this remains stable.

Location
Young Parents are only found in England and Wales with the densest concentrations in Greater Manchester, Tyne and Wear and South Yorkshire. There are lighter concentrations in the West Midlands, Merseyside and West Yorkshire. Outside of these areas, the concentration is very light. Common places for Young Parents to live are Gateshead, Gosforth (Newcastle), Sunderland, Barnsley and Doncaster.

Area stability
Young Parents travel only short distances and have below average movements. They mainly move within their own Branch but also between several other Branches. These include inward and outward movements with J27, J28, J30, L32, K36, L37, M38, L39 and M40. There are also outflows to G23 and K29. The most common external flows are with the poorer Branches, followed by flows between the Branches of this Tree.

Transport
Young Parents do not have a car and often travel by bus or on foot.

Housing
This group live in semi-detached or terraced houses that they rent from the local council or sometimes from a private landlord. These are generally

Leisure
Many of these people listen to commercial radio and read tabloid newspapers.Very few eat out or

31

J

Urban Producers

K

Weathered Communities
K29 Blue Collar Elders K31 Struggling Single Parents K36 Sheltered Singles

Background
Most of this Tree are past retirement age with many being older than 75 and living alone.
percentage of UK population

6.09
Spending patterns
Weathered Communities tend not to have a credit card, nor do they make donations to charity. They generally shop at ASDA, Aldi, Lidl, Morrisons and Somerfield. Both pension provision and other investments are low and falling.

Location
The densest concentration is in the West Midlands with lighter concentrations in areas of Greater Manchester and Greater London. There is a good concentration in all urban areas with Weathered Communities generally being found in the central or outer suburbs of cities and towns throughout the UK.

for no adults in the household to work. Of those still working, qualifications are few and most jobs are of a routine nature or are unskilled or semiskilled. Employment with utility or manufacturing companies is popular. Since many are retired, earnings are in the bottom two income bands and these remain stable.

Transport
Weathered Communities rarely have a car and they get around mainly by bus and some on foot.

General health
With an older population and some below standard living conditions, many Weathered Communities have poor health. Smoking is common and exercise levels are low and falling. About one tenth of this group have private health insurance and this is also decreasing.

Housing
Weathered Communities mainly have small homes that they rent from the local council or a housing association. These properties are mostly flats, semidetached or terraced houses. Some are without central heating.

Leisure
These people tend to read tabloid newspapers and have little interest in politics. Many listen to commercial radio although internet usage is low. They also take few holidays and eat out infrequently.

Employment
Many members of this Tree are retired and unemployment is high, with many of those having been out of work for a while. Previous occupations were mainly in construction and it is common
32

Area stability
Weathered Communities are mainly settled so the Tree is very stable. If they do move, they do not travel very far and normally stay within the Tree. There is some inward and outward movement with Trees G, J, L and M.

K29 Blue Collar Elders
0 Aged 25 to 34 with children Aged 65 to 74 Lone-parent family Black ethnic background Smoke Average 100 300

3.05% of the population
Spending patterns
These people tend to shop at Aldi, Lidl, Morrisons or Somerfield and some at Asda. Less than half have any pension provision and other investments are low and falling.

General health Employment
Unemployment levels are above average with around half of the unemployed having been out of work for a while. Previous occupations were in construction and manufacturing and it is common for all members of a household not to work. Those who are still employed tend to be in manufacturing and some work for utility companies. They have few qualifications and have mainly routine occupations, sometimes unskilled or semi-skilled jobs. Earnings are in the bottom two income bands and are generally decreasing. Blue Collar Elders do not exercise much and are likely to smoke. There are some poor living conditions and widespread deprivation which have led to long-term illness problems, especially among the working population. The take up of private health insurance is relatively low and falling.

Background
Most of this Branch are retired and live alone, with many being over 75. There is also a multicultural element to this Branch.

Location
The densest concentrations are in Tyne & Wear, the West Midlands, South Yorkshire and Greater Manchester with lighter concentrations in West Yorkshire and Essex. There is a good spread across all regions in England and Wales but much lighter outside these areas. Blue Collar Elders are generally found in central areas of towns and the outer suburbs of cities, for example Felling, Jarrow and Longbenton in Newcastle, Halesowen, Conisbrough and Swinton (South Yorkshire).

Area stability
This is the most stable Branch in a stable Tree with Blue Collar Elders only moving short distances. They tend to stay within the Branch but also travel to and from several other Branches. The main movements are into and out of J28. There are also significant two-way movements with G21, G23, J30, K31, M35 and K36, plus inflows from L32, J34 and L39. After movements to and from J28, movements within the K Branches are just as common as movement to external Branches. These movements are more likely to be with the poorer Branches.

Transport
Usually without a car, Blue Collar Elders go most places by bus, but also get about on foot.

Housing
Blue Collar Elders live in small semi-detached or terraced houses and sometimes in flats. They mainly rent their homes from the local council or a housing association.

Leisure
This Branch listens to commercial radio a lot but has little interest in politics. Tabloid newspapers are popular but internet use is low. Blue Collar Elders eat out infrequently and do this less than they used to.

K31 Struggling Single Parents
0 Aged 25 to 34 with children Aged 65 to 74 Lone-parent family Black ethnic background Smoke Average 100 300

0.82% of the population
Spending patterns
Few Struggling Single Parents have a credit card and mainly shop at ASDA and sometimes at Aldi or Lidl. They are not inclined to make donations to charity and they have few investments, with less than half having any pension provision.

Background
This Branch is made up mainly of lone-parent households, generally aged 25-34 with children. There are also some younger parents and people well past retirement age who live alone.

Employment
Many Struggling Single Parents are unemployed and often have not worked for a while. In many cases, both men and women are out of work, having previously been employed in the construction industry. Those who do work are generally unqualified and have routine occupations, with some having unskilled or semi-skilled manual jobs. They often work in the service-distribution industry or for utility companies. Earnings are generally in the lowest income band and tend to be falling.

General health
As the second most likely Branch to smoke, Struggling Single Parents have some long-term illness problems. Exercise levels are just below average and falling and there is a lot of deprivation and poor living conditions. Few have any private health insurance.

Location
The densest concentrations are in Greater London with lighter concentrations in Greater Manchester and Edinburgh. The concentration in Greater London is three times that of any other area. Struggling Single Parents are generally found in the outer suburbs of Greater London and in both central and outer suburbs of cities and towns. Examples include Woolwich, Eltham, Catford, Denton and Wythenshawe.

Area stability
The most stable Branch within a relatively immobile Tree, Struggling Single Parents do not travel far and mainly remain within their Branch. The main movements are to and from D14, L39 and M40, followed by movements with K29 and M35. There are also movements out to L32 and in from H26, J28, J30 and M38.

Transport
People in this Branch do not have a car and mainly get around on the bus and also go on foot.

Housing
The majority of this group live in flats and small terraced houses that they rent from the local council or a housing association. These properties often have no central heating and are overcrowded.

Leisure
A large proportion of these people listen to commercial radio stations. They are not interested in politics and tend to read tabloid newspapers.
33

K

Weathered Communities

K36 Sheltered Singles
0 Aged 25 to 34 with children Aged 65 to 74 Lone-parent family Black ethnic background Smoke Average 100 300

2.22% of the population
Spending patterns
Investments are few and falling and pension provision has also decreased to less than one third. Sheltered Singles shop mainly at ASDA but also go to Morrisons and Somerfield.Very few have a credit card or make charitable donations.

Background
Many Sheltered Singles live alone and a lot are past retirement age, with several being over 75. There are also young families aged 16 to 24 with children, many being single-parent families.

Employment
Many Sheltered Singles are retired and others tend to be unemployed. Some have not worked for several years and unemployment is common amongst both men and women. Employment was previously for manufacturing or construction companies and also in mining. Those who do work are poorly qualified and have routine occupations, with some having unskilled and semi-skilled manual jobs. They work mainly in manufacturing and some work part time. Earnings are in the bottom two income bands but increasing.

General health
Many people in this Branch smoke and there is the smallest proportion of people who exercise out of all the Branches in this Tree, although this has risen slightly. With many being old and living conditions often being poor, there is a high level of ill health within the working population.Very few have private health insurance and this is decreasing.

Location
Sheltered Singles are only found in England and Wales. The densest concentrations are in the West Midlands with lighter concentrations in Greater Manchester and West and South Yorkshire. There is a good concentration throughout all of these regions, with this Branch generally being found in central areas of towns and cities. Examples include West Bromwich, Wombwell, Barnsley, Cudworth and Beeston and Hunslet in Leeds.

Area stability
Sheltered Singles generally form a stable Branch with distances moved mainly being short and mostly within the Branch. External flows are mainly to and from J28, L32, J34, L37 and M38. There are also significant movements each way with K29, J30, M35 and L39, out to G23, J27 and in from M40.

Transport
People in this Branch are unlikely to have a car and mainly travel by bus but also walk.

Housing
This group tend to live in small flats, terraced or semi-detached houses that they rent from the local council or a housing association. These properties often have no central heating and are sometimes overcrowded.

Leisure
With little interest in politics, these people read tabloid newspapers and only a few listen to commercial radio. They take few holidays and generally do not use the internet, although their access to broadband has increased.

Distribution of K36 Sheltered Singles in the West Midlands

Copyright © Collins Bartholomew

34

L

Disadvantaged Households
L32 Assisted Families L37 Deprived Youth L39 Rootless Families

Background
This is generally a young Tree, mainly made up of young parent families who are aged 16 to 34 and have young children. The proportion of married couples is relatively low, with many families being cohabiting couples or lone-parents.
percentage of UK population

6.40
and rarely have any savings, with the proportion of people who invest being the lowest of all Trees. Less than one third have any pension provision, although this is rising.

Location
Found throughout the whole of the UK, the densest concentration of Disadvantaged Households is in Northern Ireland, the West Midlands, Greater Manchester and Merseyside. There are lighter concentrations in West Yorkshire, South Yorkshire, Tyne & Wear and Glasgow.

unqualified and those who do work usually have routine, semi-skilled or unskilled occupations, although some do have skilled jobs. Incomes have remained the same or risen slightly with most having earnings in the lowest income band and some in the third quartile.

General health
Disadvantaged Households have the highest proportion of smokers out of all of the Trees, being one and half times the national average. They take little exercise, although this is a habit that is increasing. There are many very deprived households. Consequently, even though they are a relatively young group, there is a high level of ill health with long-term illnesses being common. Less than ten percent have private health insurance.

Transport
Most Disadvantaged Households have no car. Those who work tend to travel by bus or on foot, with distances travelled generally being short.

Housing
Most people live in terraced houses or flats, with some in semi-detached houses, which they rent from the council or a housing association. Often these properties have no central heating. Most homes are small or medium-sized and many are overcrowded, sometimes severely so. There are also a number of vacant properties, particularly terraced houses and flats.

Leisure
These people have no interest in politics and read tabloid newspapers. They rarely take holidays but frequently listen to commercial radio. Internet usage is low but broadband availability is growing. Members of this Tree hardly ever eat out.

Area stability
Although the third most mobile Tree, it is relatively stable with movements being just above average. The vast majority of distances travelled are short. Most movement is within the Tree whilst there is significant inward and outward movement with 35 Trees J, K and M.

Employment
There is a high rate of unemployment amongst members of this Tree, with around half not having worked for several years. In many cases, no adult members in the household work. They are largely

Spending patterns
Very few people in this group have a credit card and they mainly shop at ASDA, but also at Aldi and Lidl. They are unlikely to donate to charity

L32 Assisted Families
0 Protestant religion Live in a flat Have no central heating Listen to commercial radio Shop at Aldi or Lidl sometimes in semi-detached properties. Most rent their homes from the local council or a housing association. Average 100 300

2.51% of the population

Leisure
With little interest in politics, members of this Branch read tabloid newspapers and some listen to commercial radio. Internet usage is low and few take holidays or eat out.

Spending patterns
Assisted Families have few investments and less than one third have any pension provision. Credit card use is relatively low and most shop at ASDA, with Morrisons and Somerfield also being popular.

Background
This Branch is mainly made up of young families with children and couples that cohabit. There is a high proportion of single-parent families and some large households. Those who live in Northern Ireland are likely to be Protestant.

Employment
There is a high level of unemployment in this Branch, although it is not as high as the other Branches in Tree L. Some of the unemployed have not worked for a while and in many cases, no one in the household is working, although some do have part-time jobs. With few qualifications, those who work generally have routine jobs and some undertake unskilled, semi-skilled and skilled employment. Earnings are mainly in the lowest income band with some in the third quartile and remaining stable.

General health
A high proportion of this group smoke and few take regular exercise. Poor living conditions are common, leading to a significant level of long-term illness. Few have any private health insurance.

Location
Assisted Families can be found across England, Wales and Northern Ireland. The densest concentration is in Greater Manchester, which has double the concentration of any other area, with lighter concentrations in the West Midlands, West Yorkshire, Tyne & Wear and Kent. Members of this Branch are found in the centre or suburbs of towns or cities in these regions, such as Rochdale, Wakefield and Wolverhampton.

Area stability
This Branch is relatively stable with any movement that does occur being mainly within the Branch and for short distances. Other inward and outward movements are mainly with J34, K36 and L39. There are also movements both ways with G23, inflows from K31 and M40 and outflows to J27 and K29.

Transport
Assisted Families are unlikely to have a car. Those who are employed tend to live near their work and travel there by bus.

Housing
Many Assisted Families live in overcrowded conditions, usually in terraced houses and

L37 Deprived Youth
0 Protestant religion Live in a flat Have no central heating Listen to commercial radio Shop at Aldi or Lidl Average 100 300

2.29% of the population
Leisure
Most people in this Branch do not listen to commercial radio and have no interest in politics. Tabloid newspapers are popular and eating out is infrequent and falling.

Spending patterns
These tend to be small to medium-sized. Many homes are overcrowded and are without central heating, whilst some have shared facilities. There are many unoccupied properties, particularly terraced houses and flats. Few of these people have credit cards and supermarket shopping is mainly at ASDA, followed by Aldi and Lidl. Savings are few and about one quarter have a pension.

Background
Most members of this Branch are young families with children, with the parents typically aged 16 to 34. Relatively few are married and a high proportion are single-parent families. There is also a multicultural element and some Protestants in the Branch.

General health
Many people in this Branch smoke and less than one quarter take regular exercise, although this has risen substantially. With a high level of deprivation, there is a significant amount of longterm illness and few have private health insurance.

Employment
Few people in this group have qualifications and the level of unemployment is high amongst both men and women. Many have been unemployed for a while and previously worked in the construction industry. Those who do work tend to have manual jobs, generally routine, unskilled or semi-skilled with some skilled jobs and some working part time. Earnings are mainly in the lowest income band.

Location
The densest concentration is in Northern Ireland and there are lighter concentrations in Merseyside and the West Midlands. Deprived Youths are found in central or suburban areas of towns and cities in these areas, including Belfast, Liverpool and Birmingham.

Area stability
This is the most stable Branch of the Tree, with movements being below average and only for short distances. The majority of movements are within the Branch but there are significant inward and outward movements with J28, J30, J34, K36, M38, L39 and M40.

Housing
Most Deprived Youths rent terraced houses or flats from the local council or housing association.
36 36

Transport
With few having cars, those who work often travel by bus. Several others walk to work.

L39 Rootless Families
0 Protestant religion Live in a flat Have no central heating Listen to commercial radio Shop at Aldi or Lidl Average 100 300

1.59% of the population

holidays. Internet use is below average although broadband availability is increasing.

Spending patterns
Shopping is mainly at Aldi, Lidl or ASDA. This Branch tends not to donate to charity and has few investments, with less than one third having any pension provision.

Background
This Branch has a high proportion of single-parent families with couples who tend not to be married. They are mainly young families with the majority of parents being aged between 16 and 24 and some aged 25 to 34, all with young children. There is a multicultural element to this branch.

Employment
Unemployment levels are the highest of all the Branches in this Tree and unemployment is common for both men and women. Many have been out of work for a while and few have any qualifications. Those who work generally have routine occupations, with many being unskilled or semi-skilled workers and some having skilled jobs. Manufacturing and service-distribution industries provide most work. A number work part time and most have earnings in the lowest income band with some in the third quartile. The number in the third quartile is decreasing, suggesting that this Branch is getting poorer.

General health
Rootless Families are the most frequent smokers of all the Branches and exercise is fairly low, but has increased substantially to almost a quarter of the population. Whilst most are relatively young, a high proportion have long-term illness, partly due to poor living conditions and high levels of deprivation.

Location
The densest concentration of Rootless Families is in Glasgow, in areas such as Drumchapel and Easterhouse. There are lighter concentrations in Greater Manchester (eg Beswick), West Yorkshire (eg Seacroft) and the West Midlands.

Area stability
This is the least stable Branch of the Tree, although movements are just above average and mainly for short distances. The majority of movement is within the Branch, but there is also movement to and from many other Branches. The main external movements are to and from J28, L32, J34, L37, M38 and M40. There are other movements to and from J30, K31 and K36 and outward movements to K29 and M35.

Housing
There are few semi-detached houses and most Rootless Families live in flats or terraced houses, which they rent from the council or a housing association. The majority are small or mediumsized properties, with high occupancy rates and are sometimes severely overcrowded. There are several vacant properties, usually flats or terraced houses.

Transport
Car ownership is uncommon and travel to work is by bus and sometimes on foot.

Leisure
A large proportion of this group listen to commercial radio and read tabloid newspapers. They have little interest in politics and rarely take

Distribution of L39 Rootless Families in Glasgow

Copyright © Collins Bartholomew

37

L

Disadvantaged Households

M

Urban Challenge
M35 Impoverished Elders M38 Hard to Let M40 Cramped Flats

Background
The majority of people in this Tree are elderly. Some are over 75 and a high proportion live alone.
percentage of UK population

2.86
have investments, although this proportion is higher than Tree L and around one third have any pension provision.

Location
The densest concentration is in Glasgow and there are lighter concentrations in Greater Manchester and the West Midlands. Urban Challenge are generally found in central areas of major cities and towns in these regions.

manual jobs in manufacturing companies. Earnings are in the lowest income band but are on the increase.

Transport
Urban Challenge do not have cars and those who work get there by bus and some live near enough to walk.

General health
Smoking is above average and exercise is uncommon, although it is increasing slightly. The incidence of private health insurance is low and falling. Long-term illness is common amongst the working population and this may be due to high levels of deprivation across the whole Tree.

Housing
Most homes are small, purpose-built flats that are rented from the local council or a housing association. Many are overcrowded and some have shared facilities.

Leisure
The proportion of people in this group who eat out is the lowest of all the Trees and is decreasing. They mainly read tabloid newspapers and some have an interest in politics. Internet usage is the lowest of all groups and, although broadband availability has increased, it remains at a lower level than most, at around 65 percent.

Area stability
The number of movements in this Tree is below average and distances travelled are almost always short. Whilst most movements are within the Tree, there are flows in and out with the other less affluent Trees (J, K and L).

Employment
This Tree has the highest level of employment, with long-term unemployment being common and many people being retired. Unemployment affects both men and women and of those who do work, most have routine occupations due to a lack of qualifications. Others have unskilled or semi-skilled

Spending patterns
These people mainly shop at ASDA but may also go to Morrisons, Somerfield, Aldi and Lidl. Few

38

M35 Impoverished Elders
0 Aged 75 and over* Protestant religion Black ethnic background Smoke Shop at Aldi or Lidl
* Substantially above average. Not to scale.

1.16% of the population
300

Average 100

any Branch and less than half the national average, despite broadband availability having increased. Eating out is also rare and decreasing.

Spending patterns
These people tend not to have a credit card and donations to charity are below average. They mainly do their supermarket shopping at Morrisons and Somerfield. Investments are low and less than half have any pension provision, with both decreasing.

Background
The majority of this Branch are past retirement age, with many being over 75 and living alone.

Employment
Many people in this Branch are retired and unemployment is high amongst the rest. Longterm unemployment is common, with many having previously worked in construction and manufacturing, sometimes in mining. With few qualifications, those who work normally have routine jobs, mainly for manufacturing companies. Due to the high levels of unemployment and the number of retired members, earnings are in the lowest income band, but rising.

Location
The densest concentrations are in Greater Manchester, Glasgow and West Yorkshire and there are lighter concentrations in South Yorkshire, the West Midlands, Greater London and Essex. Impoverished Elders are generally found in central areas of towns and cities, such as Oldham, Eccles and Clydebank.

General health
Smoking is not common, unlike the other Branches in this Tree. There is little exercise, although this is increasing. Those of working age have high levels of ill health, which can be attributed to poor living conditions and deprivation in many households. Few have any private health insurance, although the numbers are on the rise.

Transport
Impoverished Elders rarely have a car and mainly travel by bus or on foot.

Housing
These people tend to rent their homes from the local council or a housing association. Properties are usually small, purpose-built flats that are often overcrowded and sometimes have shared facilities. There are also some vacant properties.

Area stability
This is the most stable Branch in the Tree. Distances travelled are very short and tend to be within the Branch. The main external movements are in and out of the other Branches in the Tree (M38 and M40). There are also movements in and out of K29, K31and K36 with inflows from F20, J30 and L39.

Leisure
Some members of this Branch listen to commercial radio and a high proportion read tabloid newspapers. Internet usage is the lowest of

M38 Hard to Let
0 Aged 75 and over Protestant religion Black ethnic background Smoke Shop at Aldi or Lidl

1.11% of the population
Average 100 300

Leisure
A large proportion read tabloid newspapers but not many listen to commercial radio. They have little interest in politics and take few holidays, even less than they used to do. They hardly ever eat out, which is also decreasing. Internet usage is very low, despite broadband access having increased.

Background
The majority of this Branch live alone and people are often past middle age with some being 75 and over. There are also some families, often with a single-parent aged 16 to 24 with young children. A few households are large. There is a small multicultural element and a proportion of Protestants living in Northern Ireland.

people live in terraced houses and a few homes are overcrowded, sometimes severely so. There are also some empty terraced houses and flats.

Spending patterns
This Branch has one of the lowest levels of investment and pension provision, with both having decreased significantly. They are also the least likely of all to have a credit card and rarely donate to charity. Most shopping is done at ASDA, with some preferring Morrisons and Somerfield.

Employment
Few people in this Branch work, with many being retired or unemployed. The unemployment rate is the second highest in the Tree. It is common for the unemployed not to have worked for a while, particularly affecting those who are of Black, Asian or Chinese origin. In many households, no adults work and previous employment was often in manufacturing or sometimes the construction industry. Few have qualifications and they usually have routine jobs or sometimes unskilled or semiskilled manual work in manufacturing. Earnings are in the lowest income band and falling.

Location
The densest concentrations are in Northern Ireland with lighter concentrations in Greater Manchester and Merseyside. Hard to Let are generally found in central areas of cities and towns, such as Belfast, Liverpool and Salford.

General health
Smoking is prevalent but regular exercise is not. Additionally, there are high levels of deprivation amongst these households, leading to long-term illness that is more than double the national average.Very few have private health insurance and this number has decreased significantly.

Housing
These people live in small, purpose-built flats that they rent from the council or a housing association. Often these properties have no central heating and a few have shared facilities. Some

Area stability
Movements for this Branch are about average and distances covered are very short. Whilst the majority of movements are within the Branch, the main external movements are to and from J28, J30, J34, M35, K36, L37, L39 and M40 and out to K31.
39

Transport
Having a car is extremely rare and these people mainly get about by bus or walk.

M

Urban Challenge

Urban Challenge

M40 Cramped Flats
0 Aged 75 and over Protestant religion Black ethnic background Smoke Shop at Aldi or Lidl Average 100 300

0.59% of the population

M

Leisure
Members of this Branch read tabloid newspapers and are interested in politics. Some listen to commercial radio and few take holidays or eat out regularly. Internet usage is around half the national average and, although broadband availability has gone up, it remains the lowest of all groups.

Background
This is the most varied Branch of the Tree, with its members ranging from retired people, often aged over 75, right down to young families where the parents are aged 16 to 24 and in many cases have children. Many are lone-parent households or pensioners who live alone. The Branch contains some people who have emigrated, mainly from Africa and Eastern Europe, with some from China and the Caribbean.

have shared facilities. They are rented from the council or a housing association and are overcrowded, sometimes severely so. There are also many vacant properties, usually flats and terraced houses.

Spending patterns
Whilst credit card use is low, donating to charity is slightly above average. Shopping is almost exclusively at Aldi, Lidl and ASDA. Savings are low but increasing substantially and only one fifth have any pension provision.

Employment
Unemployment levels are four times the national average and long-term unemployment is common, affecting both men and women. Those who do work will generally have routine jobs due to a lack of qualifications. These are mainly for manufacturing, service-distribution or utility companies. Some have unskilled and semi-skilled manual jobs and a number of people work part time. Earnings are mainly in the lowest income band, but rising.

General health
Many Cramped Flats smoke and only one fifth take regular exercise, although the latter is increasing. With significant levels of deprivation throughout the Branch, poor health is common. The level of private health insurance is low, although higher than M38 Hard to Let.

Location
The densest concentration is in Glasgow with lighter concentrations in areas of the West Midlands. The concentration in Glasgow is double that of any other region. Cramped Flats are generally found in central areas of cities, such as Clydebank, Birmingham and Coventry.

Area stability
This is the most mobile Branch of the Tree, with movement being above average. Distances travelled are short and predominantly within the Branch. The main external movements are to and from H26, K31, M35, L37, M38 and L39. There are also significant movements between J30 and J34 and out to L32 and K36.

Transport
Cramped Flats do not have a car and mainly travel by bus or get around on foot.

Housing
Homes tend to be small, purpose-built flats that often have no central heating and sometimes

Distribution of M40 Cramped Flats in Glasgow

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Copyright © Collins Bartholomew

Area stability chart
This diagram provides a summary of the key migration patterns of people between all of the Trees using 2001 Census migration data. These data only take into account movements within the UK. The migration flows have been standardised so that only flows which are 25 percent more than expected are considered significant.

Mature Oaks

A B
Country Orchards

Blossoming Families

C D

Rooted Households Qualified Metropolitans

E F G
Senior Neighbourhoods

Suburban Stability

New Starters Multicultural Centres

H

I J K
Weathered Communities

Urban Producers

Disadvantaged Households

L M
Urban Challenge

AFFLUENCE
Source: Peter Batey and Peter Brown, Department of Civic Design, University of Liverpool

The diagram shows that there is an underlying pattern of migration to more affluent neighbourhoods. There are three separate sub-systems of migration. These are affluent Trees (A, B, C, D and F), deprived Trees (J, K, L and M), and metropolitan Trees (E and I). The only Tree that facilitates movement between the affluent and deprived Trees is G. Tree H is an outlier with no significant migration flows to or from this Tree.

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Tree comparison tables
The tables below show the index values for the key variables used to describe each Tree. This provides a means of comparing each Tree and its variables (ie descriptive characteristics) against the national average.
Variables with a value of 100 are considered average. If a Tree has a value of 50 for a variable, this means that the Tree has half the amount of this type of people than you would expect on average. Conversely, if a Tree variable has a value of 200, it has twice the amount of people with this characteristic than you would expect on average.

A
Background Aged 0 to 4 Aged 5 to 14 Aged 25 to 34 with children Aged 35 to 54 with children Aged 45 to 64 Aged 65 to 74 Aged 75 and over White ethnic background Black ethnic background Chinese or other ethnic background Asian ethnic background Jewish religion Protestant religion Housing Rent property from council Live in a detached house Live in a semi-detached house Live in a terraced house Live in a flat Employment Unemployed Qualified Employer, manager or professional Skilled manual worker Semi-skilled manual and unskilled worker Self employed Annual household income £0-£12,999 Annual household income £13,000-£22,999 Annual household income £23,000-£36,999 Annual household income £37,000-£50,000+ 45 156 175 63 44 138 62 86 107 179 10 247 98 29 20 76 95 46 124 130 122 109 104 19 79 55 229 132

B

C

D

E

F

G

H

I

J

K

L

M

84 97 58 114 131 112 93 107 6 24 6 28 156

124 114 124 147 91 51 39 104 27 102 46 46 117

89 100 97 116 110 100 88 105 30 51 37 37 215

97 67 58 75 82 68 78 89 305 367 147 537 48

61 54 42 63 114 178 230 106 16 54 22 88 48

94 100 113 100 99 98 99 104 33 51 45 22 77

119 59 70 49 76 73 94 98 98 180 114 94 51

126 116 135 110 74 70 66 55 844 334 648 216 0

108 114 146 97 92 94 85 104 49 44 46 15 102

90 96 105 74 94 141 165 105 41 36 26 17 65

150 149 214 110 74 67 53 102 68 49 49 13 91

90 66 67 40 93 160 227 102 74 68 61 33 84

24 277 75 34 6

10 189 105 72 29

25 114 161 76 21

45 25 42 99 188

37 132 91 58 116

69 55 133 139 51

56 18 33 108 255

191 17 53 126 242

181 24 108 192 62

248 31 122 120 146

311 22 104 162 128

332 17 44 74 387

54 118 121 117 69 211 88 88 97 135

40 126 157 98 66 84 53 75 113 194

56 79 97 121 92 91 83 103 121 109

86 240 177 46 51 124 65 64 96 210

74 107 98 75 64 137 109 107 105 93

81 66 73 126 118 79 110 120 103 73

128 132 97 82 105 82 122 115 103 62

190 111 78 87 126 83 103 90 72 77

154 41 45 128 158 60 138 104 91 32

155 41 41 106 131 66 125 123 95 30

256 32 35 115 183 47 146 114 63 24

306 45 32 75 120 53 198 82 57 6

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A
Transport Households without a car Households with two cars Leisure Read broadsheet newspapers Read tabloid newspapers Interested in politics Use the internet Listen to commercial radio Go on regular holidays Spending patterns Shop at Aldi or Lidl Shop at Sainsbury’s Shop at Tesco Shop at ASDA Shop at Morrisons or Somerfield Have a credit card Donate to charity Have a pension Have investments General health Smoke Have limiting long-term illness Have private health insurance 54 57 152 55 146 109 70 87 128 117 123 163 204 49 153 113 78 118 32 172

B

C

D

E

F

G

H

I

J

K

L

M

28 171

28 176

51 132

126 67

93 91

87 94

146 53

166 49

136 58

159 51

178 41

235 21

166 53 154 108 76 105

98 72 99 127 100 117

83 89 96 103 97 107

251 57 205 126 91 111

138 77 137 95 63 107

57 116 72 95 112 101

120 91 131 109 97 95

108 113 66 104 145 76

24 145 56 82 109 86

39 148 57 77 117 89

22 160 39 74 114 72

21 170 120 57 100 71

87 78 125 49 102 105 107 98 124

78 131 118 104 90 120 107 125 133

79 93 106 90 104 111 103 115 111

70 218 100 31 60 120 120 114 113

113 88 111 71 111 112 110 108 120

105 83 90 118 106 97 99 101 86

174 123 103 98 100 98 97 83 93

154 163 94 92 81 76 85 70 74

115 46 86 138 108 78 88 80 54

125 55 90 131 124 84 89 94 73

125 37 78 155 108 61 75 55 34

108 41 85 138 112 61 89 73 62

80 74 103

69 51 151

89 81 100

87 58 155

68 92 101

105 100 92

114 83 65

104 122 80

145 143 62

139 165 72

166 169 53

122 220 57

Source: 2001 Census, GB TGI 2005 Q1

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Glossary
Area stability
This is a measure of the changes that occur to areas over time. These changes are measured in terms of population movements or migration between the Trees or Branches of the classification and how often these movements occur. The base data used is from the 2001 Census migration data. Only movements within the UK have been used. Inflows or inward movements describe the movements of people to an area. This will describe people who have left another Tree or Branch and moved to the Tree or Branch in question. Outflows or outward movements describe the movements of people from an area. This will describe people who have left the Tree or Branch in question and moved to a different Tree or Branch. Stability describes the turnover of the population within a Tree or Branch. If a Tree or Branch is stable then there is not much population change. Conversely, a mobile Tree or Branch describes a cluster where there is a lot of change in the population living there.

Geodemographics
Geodemographics is the description of people according to the area where they live, derived from the study of spatial information. Census data, consumer data, and social attitudinal data are common forms of spatial information used to create a geodemographic classification.

Utilities: This covers the activity of providing electric power, natural gas, steam supply and water supply through a permanent infrastructure (network) of lines, mains and pipes to industrial or residential properties.

Output areas
Output areas (OAs) were built from clusters of adjacent unit postcodes as of Census Day 2001. They were designed to have similar population sizes and be as socially homogenous as possible (based on tenure of household and dwelling type). Most OAs consist entirely of urban postcodes or entirely of rural postcodes, avoiding urban/rural mixes where possible. They are designed to sensibly represent the geographical area that they cover and allow for the comparison of geographical areas in a robust manner.

Leaves
Leaves are the third and final tier in the P² People & Places classification. They break the population down into 157 clusters, including an Unclassified cluster. There are no descriptions given for the Leaves as they are only used for specific research purposes where they are given their own descriptions by the researchers, in relation to the project being carried out.

Geographic Information System (GIS)
A GIS is also known as mapping software. It captures, stores, analyses, manages and presents data which is geographically referenced. This enables users to compare their data with demographic and consumer data and visualise trends locally and nationally.

Profiling
Profiling is a way of identifying patterns in data (eg customer lifestyles) and using these patterns to find similar people in other geographic areas.

Limiting long-term illness*
Limiting long-term illness covers any longterm illness, health problem or disability which limits the daily activities or work a person can do.

Income
Income is measured as household income before tax and is broken down into four bands: Fourth quartile: £0 – £12,999 Third quartile: £13,000 – £22,999 Second quartile: £23,000 – £36,999

Target Group Index (TGI)
The TGI (Target Group Index) is a comprehensive market and media research survey that is used to assist the understanding of target markets and to aid marketing and advertising decisions. It has a sample size of approximately 25,000 people, aged 15 and over and is updated quarterly.

Newspapers
Broadsheets: These include newspapers such as The Times, The Guardian, The Independent and The Financial Times. Black tops: These include newspapers like The Daily Mail and The Daily Express. Tabloids: These are also known as red tops, such as The Sun, The Mirror, The Daily Star and The Daily Record.

Branches
Branches are the second tier in the P² People & Places classification. They break the population down into 41 clusters, including an Unclassified cluster. The 41 Branches can be further broken down into 15 Leaves.

First quartile: £37,000 – £50,000+

Job sectors**
Agricultural: This covers the exploitation of vegetable and animal resources. This comprises the activities of growing crops, raising animals, harvesting plants and animals from a farm or their natural habitats. Manufacturing: This is the mechanical, physical or chemical transformation of materials, substances or components into new products. The raw materials used are the products of agriculture, fishing, mining or quarrying. Service-distribution: This is the combination of four sectors: Wholesale and retail trade: The wholesale and retail of any type of goods and services incidental to the sale of merchandise. Hotels and restaurants: The provision to customers of lodging and/or prepared meals, snacks and beverages for immediate consumption. Transport, storage and communication: Activities related to providing passenger or freight transport by rail, pipeline, road, water or air. Financial intermediation: The activity of obtaining and redistributing funds other than for the purpose of insurance or pension funding or compulsory social security.

Trees
Trees are the first tier in the P² People & Places classification. They break the population down into 14 clusters, including an Unclassified cluster. The 14 Trees are further broken down into 41 Branches.

Deprivation*
A household is “deprived” if it is affected in one or more of the following ways: Employment: Any member of the household aged 16-74, who is not a full-time student, is either unemployed or permanently sick. Education: No member of the household aged 16 to pensionable age has at least five GCSEs (grade A-C) or equivalent AND no member of the household aged 16 to18 is in full-time education. For Scotland, the education level is at least one Standard Grade or equivalent which is a lower level. Health and disability: Any member of the household has general health “not good” in the year before the Census or has a limiting long-term illness. Housing: The household’s accommodation is either overcrowded OR is in a shared dwelling OR does not have sole use of bath/shower and toilet OR has no central heating.

Occupations*
Skilled manual: This includes all skilled manual workers and those manual workers with responsibility for other people. This includes jobs like automotive technician, carpenter, electrician, aviation mechanic, plumber, pipefitter and welder. Semi-skilled manual and unskilled: These are workers, apprentices and trainees to skilled workers. This includes jobs like cleaner, porter, construction worker, machinist, mechanical fitter, gardener and warehouse worker. Routine: This includes jobs such as machine operators, cleaners, HGV drivers, labourers and sales assistants. Semi-routine: This includes jobs such as salesmen, agricultural workers and those working in childcare and service industries. Managerial or professional: These are people who have professional or higher education qualifications or manage teams of these types of people who have professional or higher education qualifications. This includes jobs like accountant, architect, doctor, lawyer and vet.

Unclassified
At each tier of P² People & Places, there is an Unclassified cluster which describes people whose characteristics are too unique for them to fall comfortably into the standard categories. Those who are Unclassified make up 1.26% of the UK population.

*Source: 2001 Census **Descriptions are based upon the UK Standard Industrial Classification of Economic Activities 1992

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