Group O: Liberal Opinions

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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
Overview
Key Features
Young singles
Students
Degree level education
Creative jobs
Vibrancy
Diversity
Ethical products
Internet searches
Theatre and arts
Cinema
Rankings
Age 2/15
Presence of Children <18 10/15
Household Income 4/15
Gross Financial Assets 7/15
Non-Mortgage Debt 10/15
Typical Houses
Top Postal Areas
Indebtedness Indicator 10/15
London (South West) SW
Level of Urbanisation 1/15
London (West) W
London (South East) SE
London (North) N
London (North West) NW
8.84%
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Description
Overview
Liberal Opinions contains young, professional people who have benefited from a university education. Interested in exploring the worlds of people different from
themselves, this group often throw themselves into the type of professional job where there is no clear boundary between work and leisure. For this reason it is often
more convenient as well as more attractive for them to live in accessible inner suburbs.
In addition to these young professionals, the group also contains a high proportion of the country's students living in term-time accommodation, whether halls of
residence or shared accommodation. Restless curiosity as consumers is a trait that these younger members of the group share with their slightly more mature
counterparts.
This group are over-represented in jobs in sectors which involve communications, such as journalism, politics, entertainment and the arts, fashion and design,
university education and the Internet. Since most of these industries are centred on London it is not surprising that this group occurs often there and also in major cities
such as Edinburgh and Cardiff and in towns with important universities.
A key characteristic of this group is the tendency to postpone establishing permanent partnerships and having children. This results in a very high proportion of young,
childless, single people, which is reflected in a high demand for small but smart rented flats, many of which experience a rapid turnover of tenants.
Such neighbourhoods also attract young people from a diverse set of post-industrial overseas countries, many of whom are working in London for a limited period only,
which further contributes to the diversity that these people are attracted by.
Advertising messages that resonate with this group are often described as post-modern – the use of humour, irony and unexpected narrative leaving the consumer with
a task of interpretation. These are not consumers who respond to blatant sales exhortation. Likewise this group demands a high degree of ethical and environment
responsibility from its suppliers, and gives greater value to products constructed from natural materials to ones with a glossy, more artificial finish.
Brands which promote a multi-cultural image perform well with a target group that tends to be internationally travelled and which often identifies itself as international
rather than national and definitely not parochial in its orientation.
Liberal Opinions are avid readers, whether of books, newspapers and magazines and, liking to look at the world from many perspectives, often read more than one
newspaper on the same or different days. The Guardian, The Observer and The Independent sell particularly well as does Time Out and other publications dedicated to
the arts. The Internet is an important source of product information and most members of the group bank and purchase goods using online channels.
Residents in this group tend, as a rule, to spend more of their income on services and less on products than most other groups. Those living alone in small flats often
eat out at cafés and restaurants and frequent coffee houses. They visit the cinema and the theatre and attend museums, exhibitions and public lectures. People travel
frequently on foreign holidays and are over-represented among those that enjoy extreme physical activities.
By contrast these people are mostly not yet at the stage of their lives when they will be buying furniture, carpets, prams, children's clothes, dishwashers and motor
mowers. Quite a few manage without a car. Key exceptions to this rule are small, high value equipment such as computers and cameras and small items for the
kitchen.
People in this group enjoy active involvement in political and humanitarian causes and are among the most likely to support charities involved in human and political
rights and in humanitarian relief.
Politically these people may not be worth canvassing since most of them have well formed opinions. In recent years they have swung heavily first towards New Labour
and more recently towards the Liberal Democrats.
Online Behaviour
This group contains the biggest and most sophisticated Internet users in the UK. Often the first people to adopt new online trends and websites, they consume a
significant amount of online media. Although not always the biggest consumers of social media, they are amongst the largest contributors and may well maintain a
blog. Their taste in online news tends towards the most serious, although humour sites are also popular. The propensity to shop online amongst this group depends on
their income, and those in full-time education spend less than the young professionals. Education and job websites are widely used by this group.
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Who we are
Gender
Marital status
Male
51.95
Married
25.37
Female
48.05
Living as married
22.14
Separated
1.62
Divorced
5.67
Age
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
18-25
374
19.51
26-30
226
14.41
Widowed
0.85
Never married
44.35
31-35
14.34
36-40
11.36
Region of birth
41-45
9.59
Other EU countries
274
3.81
46-50
7.35
Africa
244
4.32
51-55
6.01
Caribbean
206
0.84
56-60
4.96
Cyprus
220
0.26
61-65
4.14
Eastern European
293
2.61
66-70
2.28
Far East
332
3.34
71-75
1.80
Jamaica
76-80
2.02
Middle East & Western Central Asia
81-85
1.47
South Asia
86-90
0.52
USA
91+
0.27
0
50
100
150
200
0.48
318
1.65
4.62
244
0
50
100
150
200
0.72
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Who we are
Ethnicity
Religious?
English
57.86
Yes
38.80
Celtic
19.64
No
61.20
Irish
10.52
British
73.74
239
Western European
4.08
Pakistani
Eastern European
324
8.45
Italian
279
4.46
Hindi
257
3.86
Hispanic
308
3.68
0.95
Sikh
Mean %
12.48%
Index
0
50
100
150
13.79
369
Buddhist
1.32
1.82
Hindu
287
Jewish
1.17
Muslim
5.08
Sikh
0.65
313
2.82
Average household size
238
2.67
Number of people/household
2.24
1.25
472
2.84
397
1.68
Greek/Greek Cypriot
360
1.58
Turkish
243
0.96
Jewish/Armenian
264
0.89
Tamil and Sri Lanka
298
0.88
Somali
256
0.32
Other East Asian
The Index is shown as a bar, and the
Mean % is shown to the right:
Roman Catholic
Black African
Chinese
Unless otherwise stated, charts show
the Index and Mean %.
22.95
Other Muslim
Bangladeshi
Understanding Charts
10.70
Religion
Church of England/Anglican/Episcopal
0.18
Black Caribbean
200
0
50
100
150
200
Children
Households with children
0.23
No children
77.04
1 child under 15
12.47
2 children under 15
7.52
3 or more under 15
2.97
0
50
100
150
200
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Who we are
Age of youngest child in years
Household composition
0-4
16.06
Single pensioner
8.42
5-11
11.43
Single non pensioner
39.15
12-18
10.62
Exclusively pensioners
2.59
No children
61.88
Couples without children
14.22
Length of time married
Under 1 year
337
8.07
1-4 years
316
33.14
5-9 years
19.33
10-19 years
12.95
26.50
20 years or more
Couples with dependent children
7.38
Couples - all children non-dependent
3.21
Lone parents
7.48
Lone parents with dependent children
5.04
Dependent children - none in employment
1.97
698
Multi person household - all students
Families
8.63
Extended family
2.23
Age at first childbirth
29*
Extended household
6.06
Average age of motherhood
31*
Pseudo family
9.87
Single
47.53
Motherhood and childbirth
0
50
100
150
200
*Average age in years
280
Homesharers
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
250
Unclassified
Unless otherwise stated, charts show
the Index and Mean %.
200
22.77
2.11
Abbreviated families
Understanding Charts
2.85
0.79
Adult children living with parents
6.18
Multigenerational families - elderly relative
1.92
0
50
100
150
200
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61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Who we are
Long-term illness
Social grade
A
19.11
Permanently sick
4.38
B
26.89
Working age with long-term illness
11.30
C1
35.82
C2
7.86
D
5.08
E
5.24
Health over last 12 months
Excellent health1
20.46
1
65.77
Fair health1
12.61
1
1.09
Very poor health1
0.07
2
71.30
Fairly good health2
20.40
2
8.30
Good health
Poor health
Good health
Poor health
0
Understanding Charts
1
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
2
BHPS data
Census CYE data
50
100
150
200
Smoking
Smoker
20.80
Number of cigarettes per day
12.21
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Where we live
Urbanity
Property type
Household density (1km)
217
2961
Purpose built flats
317
31.53
Accessibility measure to multiple retailers
249
22361
Converted flats
263
29.08
Length of residency
217
Up to 1 year
17.40
28.93
1-2 years
9.58
9-10 years
3.99
Garden
11+ years
16.49
Has a garden
0
50
100
150
200
442
Converted or shared house
18.83
57.76
Property value
Not new property
91.49
Postcode average
261K
New property
8.51
£
£70,001
2.53
1995-1997
1.18
£70,001-£100,000
7.30
1998-2001
2.25
£100,001-£125,000
8.90
3.64
£125,001-£150,000
9.64
1.44
£150,001-£180,000
11.20
£180,001-£225,000
13.45
£225,001-£300,000
18.21
200.9697756
Understanding Charts
Mean %
12.48%
2.71
0.82
Second home
6-8 years
2006-2008
Index
203
Communal establishments
23.60
2002-2005
The Index is shown as a bar, and the
Mean % is shown to the right:
0.02
39.14
3-5 years
Property age/year built
Unless otherwise stated, charts show
the Index and Mean %.
Farm
Other
Residence type
Detached
1.53
Semi-detached
12.08
Bungalow
0.18
Terraced
25.59
0
50
100
150
200
£300,001-£400,000
212
13.95
£400,001-£600,000
238
9.52
£600,001-£900,000
284
4.02
£900,001-£1,500,000
250
1.15
0.13
<£1,500,001
0
50
100
150
200
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
Where we live
Council tax band
A
13.48
B
12.10
C
17.95
D
26.73
E
15.47
F
6.90
G
7.03
H&I
0.34
Number of rooms
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
1 room
346
2 rooms
300
43.59
5-6 rooms
31.80
7 rooms
6.43
8 rooms
6.65
Average number of rooms
4.52
Tenure
53.68
Owner occupied
405
Privately rented
50
100
150
200
37.52
8.79
Mean %
12.48%
0
0
8.66
3-4 rooms
Council/housing association
Index
2.86
50
100
150
200
8.84%
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
How Green we are
Green classification
Type 01: Eco-evangelists
570
46.64
Type 02: Convinced consumers
363
18.29
Type 03: Green but doubtful
4.35
Type 04: Confused but well-behaved
3.69
Type 05: Doing their best
2.44
Type 06: Sceptical libertarians
2.89
Type 07: Too busy to change
3.63
Type 08: Why should I bother?
10.05
Type 09: Constrained by price
2.40
Type 10: Wasteful and unconvinced
5.63
Carbon footprint
Property
4.84
Transport
2.67
Transport and property
7.50
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
8.84%
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Child care
Annual mileage
0.56
Spend on childcare
Elderly care
Holidays in last 12 months
Spend on residential homes
0.00
Domestic service
Do not have paid help
89.72
Have paid help
10.28
Distance to work
23.25
Commuting time in minutes
Transport to work
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
0.09
2
0.15
3
0.09
4
0.07
5 or more
0.16
Method of transport
Personal car or motorbike
23.17
Hired car or motorbike
3.16
Work at home
8.46
Air (charter)
11.38
32.36
Air (scheduled)
41.25
By car or van
39.60
Eurotunnel (with vehicle)
0.74
Travel on foot
18.46
Train - Eurostar
1.96
Train - Other
8.77
Coach
5.23
Ferry
3.48
Cruise ship
0.87
255
None
Unless otherwise stated, charts show
the Index and Mean %.
1
Public transport
Number of cars per household
Understanding Charts
4896*
Average annual mileage
34.02
47.62
1 car or light van
2 cars or light vans
14.98
3 or more cars or light vans
3.37
0
50
100
150
200
Budget vs full price airlines
47.88
Use budget vs full-price airlines
0
50
100
150
200
*Average number of miles
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Length of holiday
Expenditure
1-3 nights
21.75
Food & non-alcoholic drinks
8.57
4-6 nights
14.61
Alcoholic drink, tobacco & narcotics
1.75
7 nights
23.93
Clothing & footwear
5.06
8-13 nights
14.23
Housing (net), fuel & power
11.10
14 nights
12.39
Household goods & services
6.14
15-20 nights
6.02
Health
1.32
21 nights or more
7.08
Cost of last holiday
7.61
Under £100
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
50
100
150
22.39
£250-£499
19.74
£500-£749
12.85
£750-£999
8.75
£1,000-£1,749
13.71
£1,750-£2,499
7.01
£2,500 or more
7.93
0
Understanding Charts
0
£100-£249
200
50
100
150
200
Transport
13.11
Communication
2.28
Recreation & culture
11.07
Education
2.03
Restaurants & hotels
9.26
Miscellaneous goods and services
7.82
Other expenditure items
20.51
Average total expenditure per week
485.42
0
50
100
150
200
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Newspapers
Reading books
Daily Express
4.06
Enjoy reading
44.91
Daily Mail
12.04
Biography/autobiography
12.49
Daily Mirror
10.58
Children's
8.55
Daily Mirror/Record (Net)
13.31
Classic literature
8.03
Daily Record
3.33
Cookery
9.30
Daily Star
2.22
Crime & thriller
12.15
The Sun
17.94
DIY
1.69
Daily Telegraph
6.39
Fantasy
5.28
Financial Times
1.30
Female contemporary
5.20
The Guardian
249
10.19
Health & well-being
2.61
The Independent
249
6.57
History
8.70
9.10
Home & gardening
2.84
Maps & atlases
3.68
The Times
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
Reference
5.92
Science fiction
4.90
Sports
2.25
Travel
6.43
0
50
100
150
200
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Digital features
TV programmes
HD Ready (high definition)
1.16
Children's
1.13
Integral (built-in) digital tuner
1.18
Any drama
9.87
Stereo sound
0.99
Single plays (one-off)
4.06
Surround sound (not separate speakers)
0.84
Serials
5.04
Widescreen
0.99
Soaps
6.28
Teletext
0.70
Films
9.09
PC Link
9.71
Satellite and cable TV services
2.58
Terrestrial channels (standard aerial)
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
Freeview (set top box/built-in tuner)
36.14
Freesat (set top box/built-in tuner)
1.44
Freesat from Sky
1.19
Other free-to-air channels
4.32
BT Vision
1.16
Sky
16.91
Sky+
9.64
Sky HD
1.54
Subscription to any Sky
28.08
25.09
Virgin Media
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
0
50
100
150
200
Any entertainment
7.08
Game shows/quizzes
3.53
Chat shows
1.80
Reality TV
2.31
Other entertainment
2.63
Music
3.66
Arts & culture
1.89
Comedy
8.48
Sports
6.05
News/current affairs
8.58
Political
3.14
Documentaries/educational
6.21
Sc-Fi/fantasy
2.99
Property/DIY
2.25
Other hobbies and interests
1.34
Foreign language TV programme or film
1.10
Other
1.50
0
50
100
150
200
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Sport and leisure activities
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Sports and leisure activities, cont...
Aerobics/keep fit
4.56
Mountain biking
1.65
Athletics
4.54
Pool
3.04
Badminton
2.50
Roller skating/roller blading
0.84
Bowls
1.37
Running
3.82
Boxing
3.47
Show jumping
1.49
Bridge
0.69
Snooker
4.32
Using cardio vascular machines
3.45
Squash
1.55
Chess
2.05
Stock car racing
0.73
Cycling
5.97
Swimming
6.96
Darts
3.20
Table tennis
2.26
Dance classes
1.50
Tennis
4.88
Extreme sports (eg BMX, skateboarding)
1.88
Ten pin bowling
2.31
Golf
3.77
Triathlon
0.89
Gymnastics
2.26
Weight training/weight machines
2.74
Ice skating
3.12
Wrestling
1.24
Yoga
2.43
Jogging
3.34
Marathon running
2.30
Martial arts
1.39
Motorcycle racing
1.86
Motor racing
4.28
Motor rallying
1.36
Mean %
12.48%
Index
0
0
50
100
150
200
50
100
150
200
0
50
100
150
200
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Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Attending arts events
Sports watched on TV
Not visited the cinema in the last month
64.97
Football/soccer
30.10
Visited cinema once in the last month
20.57
Netball
0.16
14.46
Cricket
15.55
62.02
Ice hockey
3.14
53.26
Rugby league
11.08
51.25
Rugby union
18.80
21.04
Athletics
17.33
27.43
Bowls
3.88
218
Visited cinema twice or more in the last month
Theatre performance
209
Art galleries or exhibitions
Pop/rock concerts
216
Jazz music
Classical music
238
Contemporary dance
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
17.50
Boxing
13.05
Cycling
9.67
Darts
9.34
Extreme sports (eg BMX, skateboarding)
5.58
Golf
11.38
Gymnastics
9.14
Ice skating
9.31
Motor racing
16.38
Mountain biking
3.89
Snooker
15.10
Tennis
19.58
Wrestling
4.45
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we live our lives
Lottery
Shops visited
Yes, I play the lottery
48.04
Aldi
3.05
Play every week
26.77
Asda Walmart
8.62
Spending habits
I often buy useless things
17.80
If I like something, I just buy it
20.32
We plan our weekly shopping carefully
43.41
I usually choose the cheapest products
31.74
I like changing brands
37.56
I often buy on impulse
30.23
I only buy trusted products
43.85
If I see a new product in a shop, I often buy it
22.28
I only buy really good quality products
48.53
I often buy a product because of its nice packaging
10.28
When buying clothes I care more about style than quality
25.12
0
50
100
150
200
Budgens b2
0.47
Co-op/Alldays
3.89
Costcutters
0.50
Dillons One-Stop
0.40
Farmfoods
1.26
Forbouys McColl
0.09
Iceland
4.38
Lidl
4.66
VG Londis
0.42
8.42
Marks and Spencer
229
M&S Simply Food
Morrisons
5.58
Netto
0.66
13.62
Sainsbury's
314
Sainsbury's Local
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
3.86
2.67
Somerfield
2.86
Spar
1.34
Tesco
15.02
Tesco Express
5.33
Tesco Extra
4.49
Tesco Metro
266
2.37
Waitrose John Lewis
392
5.36
Specialty Store
347
0.48
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we communicate
Internet access
Channel preferences - communication
59.91
Every day/most days
Connection speed
6.91
Less than 2MB
2MB
21.75
4MB
25.63
8MB
31.16
More than 8MB
14.55
53.55
Home
Internet café
6.17
Library
7.74
School, college, university
8.53
Work
24.02
Users
18.98
Non users
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mobile phone usage
Spend under £25 per month
54.52
Spend £25-£45 per month
38.88
Spend over £45 per month
6.60
Mean %
12.48%
Index
0
0
50
100
150
200
25.38
16.12
By mobile phone
9.27
By post
9.80
Through digital TV
5.71
Through internet
34.15
By email
24.95
Channel preferences - purchasing
Where internet accessed
Understanding Charts
By telephone
By landline telephone
50
100
150
200
By telephone
21.16
By landline telphone
13.86
By mobile telephone
7.30
By post
8.26
Through digital TV
2.24
Through internet
54.13
By email
14.21
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we communicate
Internet sites visited
Internet sites visited, cont...
Automotive
Search engines
Banks and financial institutions
Shopping and classifieds
Blogs and personal websites
Social networking and forums
Business and finance
Sports
Childrens sites
Stocks and shares
Education
Travel
Email services
How we learn about products
Employment and training
Newspapers
24.42
Magazines
20.59
Radio
2.63
Entertainment
Fashion
Food and beverage
32.07
Television
Gambling
208
Cinema
Government
17.05
Internet
Health and medical
0
House and garden
Insurance
Lifestyle
Understanding Charts
Maps
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Movies
Music
News and media
Mean %
12.48%
Index
0
50
100
150
Property
200
0
50
100
150
200
3.25
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we view the world
Personal motivations
Personal attitudes
Happy with standard of living
53.22
Discuss major decisions with partner
51.79
Sacrifice time with family to get ahead
16.13
Perfectionist
31.75
Don't want responsibility, rather be told what to do
8.48
Optimist
50.38
Like taking risks
24.04
Usually first to know what's going on
24.11
Like a life of challenge, novelty and change
35.40
Spiritual person
26.26
Look on work as a career rather than a job
38.30
Don't like to show real feelings
34.46
Go to work for the money
24.22
Find it difficult to say no to their kids
19.60
Want to get to the very top in career
25.79
Easily swayed by other people's views
13.25
Worry about work during leisure time
22.34
Keen sense of adventure
40.88
Would like to set up own business one day
25.54
Enjoy life and don't worry about future
33.61
Important to juggle various tasks
61.46
Like control over people and resources
15.34
Not enough hours in the day
54.59
Loathe doing any form of housework
23.36
Little can be done to change life
11.75
Do things on spur of the moment
43.00
Prefer to work as part of a team than work alone
39.21
Try to keep up with developments in technology
46.14
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
Worry a lot
27.73
It's important family thinks they're doing well
39.68
Faith is really important to them
26.21
You can judge a person by the car they drive
11.43
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we view the world
Personal opinions
Charity donations
A woman's place is in the home
7.61
£5 or more in the last 12 months
57.39
Cannabis should be legalised
20.47
More than £150
9.74
Contraception is a woman's responsibility
8.11
Refuse to buy products from a company disapproved of
49.83
Like to be surrounded by different people, cultures etc
45.84
Buy from companies who give something back to society
46.32
Children should eat what they are given
48.27
Important to do your duty
26.76
Real men don't cry
6.72
Reports on violence and crime affect my life
7.62
Rules are made to be broken
24.82
London 2012 Olympics will have a positive effect on ordinary people
28.14
Quality of human contact improved by technology
26.09
Willing to volunteer time for a good cause
47.53
0
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
50
100
150
200
Political affiliations
Conservative
19.67
Labour
23.94
Liberal Democrat
13.34
SNP or Plaid Cymru
1.56
Other party
2.79
None
33.47
Don’t know
5.24
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
How we get by
Education
Occupation, cont....
Primary education (left before 16)
0.00
Higher professional
10.96
Secondary education (left at 16)
8.18
Lower managerial & professional
24.31
Further education (after 16)
33.65
Intermediate
9.42
University degree and higher
58.17
Small employers & own account
6.43
Lower supervisory
4.68
Semi routine
8.06
Routine occupations
5.56
Age education completed
15 or under
2.22
16
8.59
17-18
14.21
Industry
19
4.16
Agriculture, hunting, forestry
0.47
20+
60.24
Fishing
0.02
Still at school/full-time student
10.58
Mining, quarrying & construction
4.31
Manufacturing
7.01
Occupation
17.31
Managers and senior officials
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Professionals
20.05
Associate professional and technical
19.35
Admin and secretarial
10.28
Skilled trades
6.60
Personal service
6.35
Sales and customer service
7.05
Process, plant operatives
3.85
Elementary occupations
9.15
Higher managerial
5.08
0
50
100
150
200
Electricity, gas and water supply
0.52
Wholesale and retail trade, repair of motor vehicles
12.24
Hotels and catering
7.19
Transport storage and communication
5.75
Financial intermediation
6.32
Real estate, renting and business activities
21.23
Public administration and defence
5.48
Education
9.74
Health and social work
11.60
Other
8.34
Manufacturing and mining (females)
5.79
Professional/managerial (females)
32.81
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Our financial circumstances
Net household income
Gross annual household income
Less than £5,000 a year (less than £100 a week)
4.89
Under £10,000
15.04
£5,000 to £9,999 a year (£100 to £199 a week)
4.62
£10,000-£19,999
18.26
£10,000 to £14,999 a year (£200 to £299 a week)
7.03
£20,000-£29,999
19.14
£15,000 to £19,999 a year (£300 to £399 a week)
8.84
£30,000- £39,999
15.04
£20,000 to £24,999 a year (£400 to £499 a week)
10.36
£40,000-£49,999
11.15
£25,000 to £29,999 a year (£500 to £599 a week)
10.20
£50,000-£59,999
7.59
£30,000 to £39,999 a year (£600 to £799 a week)
16.71
£60,000-£69,999
4.62
£40,000 to £49,999 a year (£800 to £999 a week)
13.61
£70,000-£79,999
3.35
£50,000 a year or more (£1000 a week or more)
23.74
£80,000-£89,999
2.08
£90,000-£99,999
1.08
Over £100,000
2.64
Net individual monthly income
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
Under £500
19.23
£500-£999
17.20
£1,000-£1,499
27.08
£0/nothing
20.58
£1,500-£1,999
16.83
Under £10,000
32.63
£2,000-£2,499
9.02
£10,001-£25,000
13.26
£2,500-£2,999
4.32
£25,001-£50,000
8.58
£3,000-£3,999
3.29
£50,001-£100,000
7.83
Over £4,000
3.03
£100,001-£250,000
7.93
£250,001-£500,000
4.92
£500,001-£750,000
1.67
Over £750,001
2.59
0
50
100
150
200
Net household wealth
0
50
100
150
200
A
B
C
D
E
F
G
H
I
J
K
L
N
M
O
61 62 63 64 65 66 67
Johan and Freya
Group O: Liberal Opinions
Young, well-educated city dwellers enjoying the vibrancy and diversity of urban life
8.48%
8.84%
Our financial circumstances
Disposable income
Credit and debit cards
129.70
2009
Investments
16.97
Savings account(s)
1
41.38
2
28.92
3 or more
29.70
Shares/share options
1.50
Median disposable income
ISAs
11.43
Households with income <60% of median
No savings
37.05
27.19
Financial exclusion
Insurance of (total expenditure)
2.75
Household insurances (of total insurance)
35.92
Household - structural insurance
51.96
Household - contents insurance
48.04
Debt/Loans
Understanding Charts
Unless otherwise stated, charts show
the Index and Mean %.
The Index is shown as a bar, and the
Mean % is shown to the right:
Mean %
12.48%
Index
0
50
100
150
200
5.03
No direct payment account
Insurance
Benefits
All benefit claimants
8.07
Jobseekers allowance claimants
1.55
Incapacity benefits claimants
4.10
Lone parent benefit claimants
1.15
Carers benefit claimants
0.39
Less than £2,000
21.25
£2,000-£3,999
16.09
Disabled benefit claimants
0.42
£4,000-£9,999
32.40
Severe disability allowance claimants
0.36
£10,000+
30.26
Pension credit claimants
3.69
State pension claimants
11.47
Perceived ability to cope
Comfortable on income
29.37
Coping on income
49.11
Difficult on income
15.21
Very difficult on income
6.31
0
50
100
150
200
0
50
100
150
200
Supporting Notes
These pages have been designed to help you
understand the essence of each of the groups
and types. We have sought to highlight the key
features which make each group distinctive,
and which would be useful to bear in mind
when devising communications or treatment
strategies. The descriptive pages are
necessarily subjective and are intended to
highlight key issues rather than to be
comprehensive.
We have taken account of a wealth of
information from both census and non census
sources - such as the electoral register,
shareholder and directors' lists, and local levels
of council tax. This information is supplemented
with information from market research surveys
which can be cross tabulated by Mosaic,
including the ONS Annual Expenditure and
Family Survey, University of Essex’s British
Household Panel Survey, Research Now’s
online panel, YouGov’s specialist financial
survey, GfK NOP’s Financial Research Survey,
BMRB’s Target Group Index Survey, Experian
Hitwise’s online competitor intelligence, the
National Readership Survey and the British
Crime Survey.
We have also made use of information cross
tabulated by Mosaic from Experian's lifestyle
questionnaires. To complement this formal
information there is of course a large body of
knowledge, accumulated over the years, on the
relationship between customer behaviour and
previous versions of Mosaic which has been
used to support the patterns highlighted in
these pages.
In building a picture of each of these categories
this wealth of statistical information has been
enhanced by a comprehensive series of visits
to each of the different types of neighbourhood.
Likewise much of the historic context which is
contained within these portraits results from
many decades of geodemographic analysis and
of visits to assess the vitality of different
regions.
Caveats
Clearly not every postcode matches exactly to
just one of the groups and types. These
descriptions are therefore what sociologists
would describe as 'ideal types', pure examples
to which individual cases approximate only with
various degrees of exactness. They focus on
the statistical bias of a type of neighbourhood,
on the demographic categories which are more
numerous there than elsewhere in the area and
which give the neighbourhood its distinctive
character. In addition, because the boundaries
of postcodes and census output areas do not
exactly match boundaries in housing type, it is
inevitable that addresses close to the boundary
of many output areas may in certain cases not
appear to have been allocated to the most
suitable category. There are cases too where
the same types of neighbourhood will contain
people of similar character and behaviour but
living in very different types of accommodation
according to where in the area they may live.
Supporting Notes
Variables - Mean% and Index
Charts are provided for each of the variables used to build and describe the UK
segments. The variables are grouped together by category. For each group, the
charts show the Mean% and Index for each variable.
Understanding Mean% and Index
Mean% show the percentage of this group/type with this characteristic. For
example, consider Residence Type for Group C:
328
Detached
58.39
Semi-detached
10.99
Bungalow
9.51
Terraced
1.88
0
50
100
150
200
This shows that:
58.39% of Group C have a detached house
10.99% of Group C have semi-detached house
9.51% of Group C have a bungalow
1.88% of Group C have a terraced house
The Index shows how the variable compares with all households in the UK.
An Index of 100 is the average. An Index greater than 100 shows that this variable
is over-represented when compared with the average. An Index less than 100
shows that this variable is under-represented when compared with the average.
The Index is shown on the chart as a bar:
Mean%
Index above 100
Index below 100
328
Detached
58.39
Semi-detached
10.99
Bungalow
9.51
Terraced
1.88
0
50
100
150
200
Index 100
(UK average)
The chart shows the Index value from 0 to 200. If the Index value is greater
than 200, the bar is shown as 200 along with the exact Index.