Market segmentation 261
Table 10.6 Type 8.22 academic centres, students and young
professionals
Overview These are predominantly student areas. In addition to students, there are people who
work in higher education and young professionals. They are cosmopolitan areas located
near universities. ACORN Type 22 neighbourhoods are found all over Britain, but the
highest concentration is in Oxford.
Demographics These areas have 80 per cent more people than average in the 15–24 age group. There is
also an above average level of 25- to 44-year-olds, but below average representation of all
other age groups. There are above average proportions of ethnic minorities – twice the
national proportion of people from the Afro-Caribbean ethnic group, over three times the
national proportion of people from the Asian ethnic group and, within this, over five times
the national level of people from the Pakistani ethnic group. In terms of household
structure, there are 2.2 times the average proportion of single non-pensioner households.
Socio-
Economic
ProfileThe socio-economic profile of ACORN Type 22 is dominated by education. Almost 47 per
cent of the adult population are students based in these neighbourhoods in term time.
The non-student population is also highly educated, with three times the average
proportion of people with degrees. The proportions of women, both with and without
children, who work are below average. The level of professionals is over twice the
average.
Housing The housing structure of ACORN Type 22 is a mix of terraced homes (37 per cent more
than average), purpose-built flats (twice the national average proportion), converted flats
(2.7 times more than average) and bedsits (5.2 times more than average). The key feature
of the tenure profile is the level of furnished rented accommodation – almost seven times
more than average. The proportion of households sharing amenities is three times greater
than average.
Food and
DrinkPeople living in ACORN Type 22 neighbourhoods are more than twice as likely as average
to do their grocery shopping on foot, though less likely than average to do daily food
shopping. The typical student diet is reflected in the range of foods purchased regularly.
Consumption of frozen ready meals is high, though consumption of other frozen foods
such as beefburgers is below average. Other popular products are brown sauce and
ketchup, tinned steak, boxed chocolates and fruit juice. Beer consumption is extremely
high, especially of bottled lager, but consumption of wines and spirits is only just above
average.
Durables Car ownership levels are low, reflecting the socio-economic profile of the population.
Twice as many people as average walk to work. Although car ownership is very low the
car profile is biased towards new, large and expensive cars. Company car ownership is 75
per cent lower than average; 66 per cent more people than average are buying home
computers and 83 per cent more people are buying tumble dryers. Purchase rates for
other household durables are extremely low.
Financial The average income in these areas is very low, as might be expected given the large
numbers of students. Almost a quarter of people earn less than £5000 per annum, and
only 3 per cent earn over £30 000 per annum. Almost twice as many people as average
are opening new current accounts, but virtually no one is opening new savings accounts.
Ownership of all financial products is very low except debit cards, which are owned by 48
per cent more people than average.
Media The penetration of cable television in these neighbourhoods is 46 per cent higher than
average. The Financial Times,The GuardianandThe Independentall have much higher than
average readership levels. Amongst the Sunday newspapers, The ObserverandThe
Independent on Sundayare read by two to three times more people here than average.
Both ITV viewing and commercial radio listening are very light.