The Marketing Book 5th Edition

260 The Marketing Book

Table 10.5 Continued

Category

and label

Description

Category D

Group 10

Skilled Workers,

Home Owning

Areas

People in this group are likely to be found in manufacturing areas, working in

skilled occupations. They tend to live in terraced homes and are more likely

to be couples with children aged 0–14. Most are homeowners and the

majority are buying with a mortgage. Although not quite as comfortable as

Group 9 – car ownership is lower – people in these areas are also around

the midpoint on the social ladder.

Category E

Group 11

New Home

Owners,

Mature

Communities

These areas are characterized by people who have bought up their

semi-detached or terraced council houses. They are likely to be older

couples, often pensioners. Those still at work tend to be involved in craft or

machine-related occupations. Unemployment is only slightly above the

national average.

Category E

Group 12

White Collar

Workers,

Better-Off,

Multi-Ethnic Areas

The relatively high incidence of people from diverse ethnic groups –

especially Afro-Caribbean and Indian – characterizes these multi-ethnic family

areas. Accommodation tends to be either terraced houses or flats.

Unemployment is slightly higher than in Group 11, but overall living

conditions are reasonable.

Category F

Group 13

Older People,

Less Prosperous

Areas

These are the areas of older couples aged 55+ who find the going quite

tough. The incidence of limiting long-term illness is high. The majority do not

have a car. People are generally living in small terraced houses or

purpose-built flats, typically from housing associations. Those still at work

tend to be in manual or unskilled occupations; unemployment is above

average.

Category F

Group 14

Council Estate

Residents,

Better-Off Homes

These areas are typified by young couples with young children. Housing tends

to be council or housing association terraces, often with cramped living

conditions, though families tend to be better off than those in other groups

in this category. Unemployment is relatively high and there are many single

parents.

Category F

Group 15

Council Estate

Residents,

High

Unemployment

Group 15 has a greater ethnic mix and higher unemployment than Group 14.

This group has an older age profile and the highest incidence of limiting

long-term illness – almost double the national average. People live mainly in

purpose-built council flats. Car ownership is lower in these areas than

anywhere else.

Category F

Group 16

Council Estate

Residents,

Greatest Hardship

Two key features characterize this group: single parents and unemployment,

both of which – at roughly three times the national average – are higher in

this group than in any other. Overall, living conditions are extremely tough.

There are lots of young and very young children, with large households in

small council flats.

Category F

Group 17

People in Multi-

Ethnic,

Low-Income Areas

The greatest ethnic mix in Britain is found in this group, especially of

Pakistani and Bangladeshi groups, which account for over 40 per cent of the

population. Single parenting and unemployment are very high. Many people

are living in extremely cramped conditions in unmodernized terraced housing

or council flats. Whilst these areas are relatively poor, there is evidence to

suggest small pockets of more affluent residents.

Source: ONS and GRO(S). CACI Ltd.