Home & Heritage Profiles

In this section

An older group of retired or semi-retired home owners, living on modest pensions and spending their time enjoying reading, gardening, period dramas and Countryfile.

Demographics

An extremely homogenous group of White British elders with a high instance of widowhood and disability.

This is the most mature group - 97% are aged 60+ and 98% do not have children at home.
Half are in couples and half are widowed, and there is a bias towards single females, due to longer life expectancy.
99% are from a White British ethnic background
Just over half of this group declares a disability.

Socioeconomics

A generally well educated group of retired homeowners living in comfortable bungalows, on modest pensions.

Around a quarter have higher education or professional qualifications.
This group is almost exclusively retired or semi-retired, living on a household income of less than £20,000 per year.(figures c. 2015)
Generally homeowners, living in comfortable accommodation, often in bungalows.

Lifestyle

As their name suggests, this segment are homebodies and are among the least likely to participate in the evening economy.

This group spend more time than average doing things like reading, gardening and DIY but generally doing fewer out-and-about pursuits than others, and are what might be thought of as home-lovers.
Television features heavily with a preference for costume drama, and many also share an interest in the natural world – from gardening to programmes such as Springwatch and Countryfile on TV.
A large proportion are National Trust members and they also enjoy local and social participatory activities like singing in a choir and amateur dramatics.