Experience Seekers Profiles

In this section

A younger-leaning, lively and active cohort of busy, mixed prosperity professionals, from a wide range of backgrounds and at a variety of different life stages.

Demographics

This group incorporates a wide range of ethnicities, age brackets and lifestages, though weighs towards younger recent graduates with no children.

There is a high proportion of younger people (23% are aged under 30), singles (46%), homesharers and couples with no children, consisting largely of students, recent graduates and people in the early career stages.
But the group also includes a strong smattering of young families (12%), mid-life professionals (44% are 31- 50), and empty nesters (32% are over 50).
They reflect the ethnic diversity of the country’s urban population with higher proportions than the average of non-British white people, and those of African or Indian backgrounds, as well as Turkish, Chinese and East Asian heritage.
There is a low incidence of long-standing or limiting disabilities in this group.

Socioeconomics

This highly educated group shares an ambitious and adventurous attitude, but mixed prosperity, with incomes and living situations varying significantly.

Although diverse in professional development and jobs, most are more highly educated than the average, with 49% having been through higher education.
Some may still be studying, while others are established professionals, united by being ambitious in their careers and adventurous in trying new things.
Income levels are mixed with 46% earning between £20-40k and 38% earning under £20,000. (figures c. 2015)
Most live in flats (59%) or terraced housing (29%) with many renting privately (33%) or having bought their homes (55%) – possibly their first.

Lifestyle

Busy out and about lifestyles are centred largely around cultural activities, leisure and fitness, and intellectually stimulating pursuits.

Whilst developing or holding down busy careers, this group is mostly in search of new things to do outside of the home - gardening, DIY and television are not priorities for them - and 11% are actually members of The National Trust.
Nearly half consider themselves sporty, doing sport for fitness as well as leisure, so being able to access music on the move is important - most stream music using sites such as Spotify on a regular basis.
With much of their leisure time focused on cultural activities, Experience Seekers mostly enjoy the disposable income to accompany this with frequent visits to cafes, bars and restaurants.
For the significant proportion that are still students, leisure time can be limited and may also be focused on supporting their educational interests, while reading for pleasure is of great importance, despite their busy lives.