Type 16

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

2.66%

Overview Key Features Older working ages Grown up children Grandchildren Neat and tidy homes Churchgoers Mainstream tastes Gentle exercise Helpful neighbours Thrifty

Regional Houses

Pontefract, WF8

Derby, DE21

Rankings

Top Councils

Age Rank (55/61) Wealth Rank (12/61) Good Health (41/61) Fear of Burglary (31/61) Degree (39/61) Public Renting (52/61) Higher Tax (29/61) Environment (23/61) Internet (44/61)

Broadland (16.31%) Castle Point (11.32%) Oadby and Wigston (10.71%) Blaby (10.31%) North Kesteven (10.17%) Staffordshire Moorlands (10.06%) Rochford (9.06%) Fareham (8.41%) Chester-le-Street (8.25%)

Constituencies

Regional Distribution

Contents 1 Overview Characteristics 2 3 Descriptions 4 Demographics Measures of Deprivation 5 Mosaic Origins 6 General 7 8 Community Safety 9 Education 10 Health 11 Social Housing 12 Engagement and Communications 13 Supporting Notes

Overview

Bolton, BL1

1

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Characteristics

Full details in Section

4

Full details in Section

7

2.66%

This page provides a picture of a typical household. For a number of key characteristics we have selected the most common values. This is intended to give a flavour of the type, as clearly not all households will match these characteristics exactly. Where shown, % in brackets indicate the percentage of this type which displays the selected characteristics.

Demographics Age Marital Status Household Composition Length of Residency

65-84 (22.28%) Married (64.22%) Couples, no children (22.02%) 9+ years (68.10%)

General Property Type of Property Council Tax Bands Home Ownership House Value Location

Semi-detached house (53.65%) Bands C-D (73.96%) Own home outright (51.24%) £115k Suburban

Work Lives Occupations

Lower managerial/professional (18.54%) Public sector (26.30%)

Finances Household Income Benefits Indebtedness

8

Full details in Section

Community Safety Views on Local Area Biggest Problem In Area

Education Adults Children HESA Subject

9

Full details in Section

10

Full details in Section

12

Neighbours look out for each other (55.46%) Rubbish or litter (17.72%)

No qualifications Above average Education (18.40%)

Health General Health Fruit and Vegetables Alcohol Activities Exercise In Last Month

Good general health (76.52%) Eat 4 - 5 portions a day (16.26%) Drink 3 days a week or more (37.88%) Outdoor sports (14.09%) None (54.26%)

Engagement and Communications Media Newspaper Readership TV Viewing Learn About Products

Personal computer (28.39%) Express (11.66%) Medium TV (53.99%) Newspapers and magazines (8.07%)

Characteristics

Full details in Section

£25,000 - £49,999 (19.36%) Low, State pension Low

2

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

2.66%

Type C16 comprises people of older working ages who live on owner occupied estates built since the war on the outskirts of manufacturing towns. Many of the dwellings are bungalows.

Key Features Older working ages Grown up children Grandchildren Neat and tidy homes Churchgoers Mainstream tastes Gentle exercise Helpful neighbours Thrifty

Communication Receptive Right-of-centre press Unreceptive Internet TV Posters Telemarketing

Description - Public Sector Focus

Health These people give little thought to the health value of their diet, but their attitude to life is one of moderation. In particular, they are unlikely to over-indulge in fast foods and takeaways. Similarly, those who smoke and drink are likely to do so within sensible limits, again more because that is how they choose to live rather than through conscious consideration of health. This trend continues with their leisure time; exercise is gained through gardening and walking rather than through a proactive decision to take exercise. Therefore, whilst this population tends to call on NHS services for a range of serious conditions due to its age, when adjusting for age its use of hospitals is below the national average. Crime The stable population of these established neighbourhoods gives rise to strong social capital. Neighbours are very helpful to each other, and people are generally happy to live where they are. Fear of crime is well below the national average, and there is little evidence of widespread anti-social behaviour. These people suffer fewer offences than the population as a whole, and those that do occur are typically away from the neighbourhood. These sorts of neighbourhoods hold the police in high regard. Finances Those that are still earning money are most likely to be paying income tax at the basic rate. Throughout their working lives they have put money aside, and now hold a wide range of savings, investments and low value shares. Not surprisingly, therefore, the main state benefit received by these people is the state pension. Most do not qualify for other benefits, but for those who do, Pension Credits and Disability Living Allowance are more likely to be claimed than Income Support or Jobseeker’s Allowance. Environmental Issues People living in Type C16 areas are reasonably concerned for the environment. Their motoring habits, as with their lives in general, suggest moderation. Cars are for practical purposes, so typically a household will have just one small car which would not be expected to do high mileage.

Description - Public Sector Focus

Education Adults living in Type C16 neighbourhoods are the most likely of all Group C to have left school without qualifications, and similarly are the most likely not to have taken their schooling past 16. Nevertheless, there is still a significant minority that bucked the trend and went on to gain a degree. These neighbourhoods do not have large numbers of children still going through their education. Those who are, however, are doing significantly better than their parents. Whilst not the most outstanding pupils, they perform well above the national average at all of the Key Stages. However, fewer than might be expected take this solid foundation as far as it might go, with slightly under the overall national average going on to university.

3

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

2.66%

Description - Sociology and Environment

Demography Neighbourhoods of Type C16 date from the 1960s. The young families who first moved into these areas have now grown old together and many are either close to retirement or have recently retired. Their children have grown up and left home and many are now 'empty nesters' who own their homes outright. In the period when these estates were built, land was cheaper than it is today and developers could afford to build at much lower densities than is now possible. This was particularly the case in those industrial regions of the country where Type C16 is most common. These low densities are reflected in the fact that many of these estates contain bungalows, not necessarily designed for pensioners but nonetheless well suited to their needs. This and the generously sized plots have made them well suited to the needs of older people most of whom would have little reason to leave them on retirement. When people do move away, or die, and their homes become vacant the quiet nature and elderly profile of these neighbourhoods makes them more attractive to older people than to younger adults with children, few of whom would find local friends to play with. Although Type C16 lives in pleasant suburbs, they are nonetheless surrounded by large areas of lower income housing and residents are conscious of the social differences between their own middle class values and those of people on lower incomes who live nearby. For many of these residents the move to estates of this type therefore represents a step up and away from lifestyles with which they many not wish to be associated or feel they have much in common. Many will be aware of the problems of poverty and disorder at first hand, whether as managers in local enterprises, as workers in public sector services or as owners of small businesses serving a wider community. Whilst these are not necessarily “snobbish” people, they are conservative in their values and their tastes and tend to mix with others of similar incomes and attitudes at the Rotary, the golf club or at the Conservative club. Environment Neighbourhoods of Type C16 are distributed quite evenly across the UK but are less common in big cities than in outer metropolitan areas and in smaller industrial towns where there has been little objection to housing development. Unlike the inter war suburbs, which are largely built of semi-detached houses, these neighbourhoods have been built with detached houses as well as semis, typically in larger plots and with large picture windows replacing intricate bays. These more spacious plots are sometimes open plan and in most cases people can park their car off the road, quite often in an integral garage. Gardens are now mature and provide an important source of interest to the older residents now that children no longer need looking after. Because of the settled nature of this Type, people tend to know their neighbours and help each other in modest ways in times of need. Such areas are keen to adopt neighbourhood watch schemes and the police will find residents keen to help them with their enquiries. With high car ownership and poor access to public transport these people travel to large supermarkets to do their shopping and the majority of commuter trips are done by car.

Description - Sociology and Environment

Summary Type C16 comprises people of older working ages who live on owner occupied estates built since the war on the outskirts of manufacturing towns. Many of the dwellings are bungalows.

3 (Continued)

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

2.66%

Description - Sociology and Environment (Continued) Economy

Neighbourhoods of Type C16 are mostly located in areas of growing and diversified employment, and unemployment rates are low. Local jobs are mostly in small-scale manufacturing or other private sector enterprises. These are not areas of large, capital intensive plants or ones with large amounts of public sector employment. Post war growth has resulted in opportunities to set up small service enterprises and many of the residents are self-employed or working for small family businesses. Though few are directors of large companies, ownership of shares is widespread, even if their combined value is still modest. Privatisation issues sold particularly well in these neighbourhoods.

transaction channels. Here people will naturally turn to professional advisors when key decisions need to be made. They like to discuss with shopkeepers or their sales assistants the relative merits of different brands and products, assuming that they will get unbiased advice. They use financial advisors. By contrast they are not very IT literate and are not people to purchase over the Internet. However, having time at their disposal, many residents take very seriously the opportunities for searching out information on different products and will be well informed on new consumer issues such as the use of chemicals and ingredients in foods and of genetically modified crops. Residents are willing to support local shopkeepers and local suppliers, particularly if they can establish a personal relationship with them. Range, freshness and quality of service are more important than price and conformity with latest fashion trends. These people are likely to support their local church and give generously to charities.

Consumption Patterns Type C16 represents a good market for the financial services industry and for long haul travel. Much money is also spent on gardening products, on personal services such as laundry, dry cleaning and hairdressing and on quality food brands. By contrast relatively little is spent on home improvement, on home furnishing or on clothing. People in these areas seldom smoke and prefer visits to country restaurants to evenings at the local pub. Change

The population of Type C16 is unlikely to rejuvenate even after the current cohort has moved into old age. In the immediate future expenditure levels in this type of neighbourhood are likely to decline as many of the older working age cross into retirement.

Description - Sociology and Environment

Consumer Values Type C16 appreciates personal contact rather than impersonal

3

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

2.66%

Description - Culture and Consumer Psychology Type C16 represents a very mainstream type in terms of tastes, values and lifestyle. These people are as practical and pragmatic in their consumption decisions and choices, as they probably are in all aspects of daily life. Unlikely to hold strong views on major issues, they are nevertheless 'switched on' to world and local events, through reading the better quality papers and watching national and regional TV news programmes.

Conservative with a small 'c', their attitude towards, and engagement with consumption is confined to routine provisioning. These consumers are not likely to be tempted into trying new products which they have seen advertised, and will tend to stick with familiar brands. Even though they are careful with the pennies, they are not bargain hunters and, indeed, shopping holds no particular interest for them. Probably the type of people who maintain values dating from a time when things were bought to last, they will tend not to see the point of buying new clothes or household furnishings, when those they have are still perfectly adequate. The same goes for new gadgets and appliances these consumers are not likely to try any new-fangled equipment and may simply have no need for them in their traditional homes and lifestyles. In consumer behaviour terms, these are the 'laggards' when it comes to new products and brands. Appearances are not important, either, although their interest in their neat and pleasant gardens, suggests their homes are neat and pleasant inside, albeit in a dated kind of way. Moderate TV viewing is likely to revolve around informative programmes such as 'Antiques Roadshow' and 'Gardeners' World', with a little 'University Challenge' to keep the grey cells ticking over and 'Songs of Praise' for spiritual edification. Grandchildren feature highly among this Type, and it may be that the Type C16 consumers are likely to splash out a little more where they are concerned. They do enjoy a comfortable and cosy lifestyle, however, and will indulge themselves to some extent with frequent holidays and short breaks possibly coach tours or even cruises - which they may well take with a group of like-minded friends. For the rest of the time, however, they lead orderly lives, moving into old age in a comfortable and familiar daily routine.

Description - Culture and Consumer Psychology

They are likely to be careful with money even to the point of thriftiness but have developed money management skills over the years and are likely to be quite financially astute. They keep a close eye on the stock market and other investments, to stretch their savings and maintain financial security. There may also be some interest here in the possibility of raising cash from the equity in their homes.

3

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Low density private estates, now with self reliant couples approaching retirement

Demographics

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

Gender

2.66%

Example Mean %

11.11 150

200

Household Composition 48.48 51.52

Male Female

22.02 18.49 8.63 2.67 8.00 16.46 17.25 0.03 4.47 1.01

Couples, no children Couples, dependent children Couples, non-dep children

Age

Lone parent

3.78 9.83 8.63 9.32 12.69 14.90 16.39 22.28 2.18

0-4 5-14 15-24 25-34 35-44 45-54 55-64 65-84 85+

Single, pensioner All pensioners Students in shared house Students Student, away from home

Number in Household 24.46 43.90 14.77 12.48 3.48 0.73 0.19

1 person 2 person

Age by Gender*

3 person

0.66 1.51 3.02 5.07 14.10 8.03 8.39 8.48 6.44 6.34 6.36 5.38 3.93 3.71 3.89 14.70

90+ 85-89 80-84 75-79 65-74 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 16-19 0-15 Male

Single, non pensioner

Female

4 person 5 person 6 person 7+ person

Length of Residency 5.53 8.86 10.20 8.07 68.10

Less than 1 year 1 - 2 years 3 - 5 years 6 - 8 years 9+ years

Social Grade 21.21 32.32 15.20 13.24 18.04

A/B Upper Middle/Middle C1 Lower Middle C2 Skilled Working D Working E Lowest level of subsistence

Marital Status

0

50

100

150

200

20.95 6.08 64.22 3.78 9.06

Single Co-habiting Married Divorced Widowed

Children in Household 12.54 17.32

1 child 2+ children

0

50

100

150

200

* Age by Gender shows how age bands differ relatively by gender and is not based on 100.

Demographics

Type C16

4

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

Demographics

2.66%

Example Mean %

11.11 150

200

Background and Beliefs Ethnicity 1.21 0.28 0.17 0.98 0.46 3.53

Asian & Chinese Black Caribbean Irish Mixed 2+ ethnic groups

Religion 0.11 81.97 1.33 16.59

Jewish Christian Other None or not stated

Region of Birth 0.79 0.44 0.11 0.06 0.22 0.29 0.06 0.14 0.53 0.12

Other EU Country Africa Caribbean Cyprus Eastern Europe Far East Jamaica Middle East/Central Asia South Asia USA

50

100

150

200

Demographics

0

4

A

B

C

D

E

F

G

H

I

J

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

2.66%

Measures of Deprivation Multiple Index

Education, Skills and Training Rank

Score

England

46/61

12.558

Rank

Score

England

37/61

14.678 12.179

Wales

42/61

13.206

Wales

35/61

Scotland

47/61

10.336

Scotland

44/61

-0.541

Northern Ireland

49/61

10.896

Northern Ireland

43/61

10.988

Income

Barriers to Housing and Services Rank

Score

England

45/61

0.070

Rank

Score

England

56/61

16.808

Wales

38/61

11.026

Wales

52/61

8.500

Scotland

46/61

6.647

Scotland

44/61

9.598

Northern Ireland

46/61

0.118

Northern Ireland

N/A

N/A

Employment

Health and Disability Rank

Score

England

36/61

0.079

Rank

Score

England

36/61

-0.266

Wales

29/61

14.012

Wales

40/61

13.357

Scotland

38/61

8.634

Scotland

40/61

-0.440

Northern Ireland

41/61

0.117

Northern Ireland

48/61

-0.407

Rank

Score

England

48/61

11.945

Wales

40/61

19.875

N/A

N/A

51/61

12.575

Scotland Northern Ireland

Rank

Score

42/61

-0.366

Wales

N/A

N/A

Scotland

N/A

N/A

42/61

19.915

England

Northern Ireland

The Index of Multiple Deprivation 2004 (IMD 2004) is a Super Output Area (SOA) level measure of multiple deprivation and is made up of seven SOA level Domain Indices - Income deprivation, Employment deprivation, Health deprivation and disability, Education, skills and training deprivation, Barriers to Housing and Services, Living environment deprivation and Crime. By linking IMD 2004 to Mosaic Public Sector it is possible to understand the likely levels and types of deprivation at a much lower level of geography than SOA. The implications of this for the Public Sector are immense. Whilst SOA level analysis is ideal for strategic planning and budgeting purposes, it is often too crude for local deployment and targeting of the resources aimed at reducing deprivation. The linkage to Mosaic allows an understanding not only of the levels of deprivation within a SOA, but also whether this is widespread, or concentrated in pockets of acute deprivation. Extensive testing of the results indicates that the methodology is robust. Acknowledgements: Office of the Deputy Prime Minister (ODPM) Northern Ireland Statistics and Research Agency Central Statistics Unit of the Scottish Executive Note A rank of 1 is the most likely to be deprived, a score of 11 (61) is the least likely to be deprived.

Measures of Deprivation

Crime

Living Environment

5

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Mosaic Origins

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Cultural, Ethnic, Religious Origin 0.06 0.07 0.02 15.15 0.12 0.58 74.84 0.09 0.36 0.26 5.46 0.55 0.07 0.08 0.10 0.30 0.25 0.01 0.04 0.05 1.48 0.06

Bangladeshi Black African Black Caribbean Celtic Chinese Eastern European English Greek/Greek Cypriot Hindi Hispanic Irish Italian Jewish/Armenian Other East Asian Other Muslim Pakistani Sikh Somali Tamil and Sri Lankan Turkish Western European Unclassified

0

50

100

150

200

Mosaic Origins

Note Mosaic Origins classifies people according to the part of the world from which their forebears are most likely to have originated.

6

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

General Property

Semi-detached Terraced Purpose built flats Converted flats Coverted/shared house Communal establishm’t Farm Garden

208

Second home

34.86 53.65 8.00 2.38 2.06 0.49 0.68 0.08 6.17 11.28 0.22

Built 1920-1945 Built 1946-1979 Built 1980+

51.24 40.58 0.71 2.67 3.61

Own outright Own with mortgage Remortgaged Private rented Public rented

Council Taxation Bands Band A Band B

209

Band C Band D

3-4 rooms 5-6 rooms 7 rooms 8 rooms Average rooms/home

Band H

115K 2.77 4.56 5.63 7.78 6.79 8.42 8.99 7.60 11.29 14.98 11.90 6.92 1.56 0.50 0.12 0.13 0.04 0.01 0.01 0.00 0.00 0.00

£30,001-£40,000 £40,001-£50,000 £50,001-£60,000 £60,001-£70,000 £70,001-£80,000 £80,001-£90,000 £90,001-£100,000 £100,001-£120,000

Location

£120,001-£150,000

4645 30.61 0.56 0.00

Urban Rural Seaside retirement Island flag

Scottish Borders Manchester Solihull Newham Weymouth & Portland

150

200

£200,001-£300,000 £300,001-£400,000 £400,001-£500,000 £600,001-£800,000

N/a N/a N/a N/a N/a N/a

Glasgow City

£150,001-£200,000

£500,001-£600,000

Geographic Examples

1.48 12.62 45.69 28.27 9.68 1.87 0.37 0.01

House Value £20,001-£30,000

0.14 0.52 20.52 59.42 11.18 8.23 5.56

1 room 2 rooms

Band G

Average Value

Number of Rooms

100

200

Band F

6.02 18.60 65.90 9.48

Built Pre 1920

50

11.11 150

Band E

Age of Property

0

Example Mean %

Home Ownership

Type of Property Detached

Garage

2.66%

£800,001-£1,000,000 £1,000,001-£1,250,000 £1,250,001-£1,500,000 £1,500,001-£1,750,000 £1,750,001-£2,000,000 £2,000,001+

0

50

100

150

200

General - Property

Type C16

7

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

General Work Lives General

2.66%

Example Mean %

11.11 150

200

Occupation 2.88 38.57 13.28 52.11 22.09 4.14 7.72 82.03 1.45 8.24 4.50 13.19

Unemployed Full time Part time Females over 31 hours Males over 49 hours Self employed, staff Self employed, no staff Employee Small or home office Work at home Look after home Provider of unpaid care

0.19 6.80 0.34 6.60 3.04 3.86 18.26 10.66 18.54 7.60 15.59 6.95 8.01 13.11 8.55

Large employers Small employers (own account)

Director, large company Director, small company High manager High professional Female manager/prof Intermediate Lower manager/prof Lower supervisory Admin & secretarial Personal service Sales & customer service

Industry

Skilled trades

1.00 0.01 3.61 17.60 14.86 26.30 6.49 17.15

Agriculture Defence Hotels & catering Manufacturing/mining Private sector Public sector Transport & storage Wholes./retail/car repair

Process/plant operators

Travel to Work 71.82 8.44 7.14 12.60

Car or van Public transport Walk Other

General - Work Lives

Type C16

7

General Income

Income Tax

Household Income 7.88 12.68 17.76 19.36 5.47

Under £7,499 £7,500 - £13,499 £13,500 - £24,999 £25,000 - £49,999 £50,000+

Personal Income £6,500 - £11,499 £11,500 - £17,499 £17,500 - £39,999 £40,000+

100

150

Benefits Job seekers allowance

22.96 15.35 13.22 12.42 1.20 50

No tax

Income support

Under £6,499

0

63.24 3.34 31.88

Basic rate Higher rate

200

State pension Pension credit Disability living allowance Working family tax credit Council Tax benefit (NE) Unpaid Council Tax (E. Mid.) Unpaid Council Tax (NE)

0

50

100

150

200

General - Finances

Finances

7

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

General Finances Handling Money

2.66%

Example Mean %

11.11 150

200

Financial Strengths

Type of Banking

County Court Judgments 40.82 1.66 5.08 1.49

Visit bank Internet banking Phone bank Pay bills at P.O.

5.21 93.85 5.87 11.59

Cheque book Card, no cheque book Overdraft facility

1 CCJs 2+ CCJs £1 - £1000 £1000+

Current Accounts No account

96.00 2.29 1.71 2.03 1.97

No CCJs

Customer Indebtedness Index (CII)** 6.80 72.99 11.31 6.87 6.43 2.40

Average CII CII band 1 (1-5) CII band 2 (6-10)

Credit

CII band 3 (11-20)

5.76 5.26 38.69 7.20 3.34 31.26 7.27

Balance £501-1000* Balance £1001+* Always pay in full Usually pay in full Never pay in full Store card Prefer 0% credit by mail

CII band 4 (21-50) CII band 5 (51+)

0

50

100

150

200

Loans 1.97 2.96 0.82

Secured loan Unsecured loan Personal loan

Savings & Investments Child savings ISAs (cash) ISAs (equity/shares) Unit trusts Premium bonds Other national savings Private pension

General - Finances

7.01 3.36 20.11 8.27 6.47 33.11 7.88 14.18

Regular savings

Shareholdings No shares High value

315

Low value

56.49 2.67 40.84

Insurance 2.74 6.87 16.97

Company medical Private medical Life assurance

0 Life assurance

50

100

150

200

* Monthly balance. ** For details, see Supporting Notes.

7

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

General Home Lives

2.66%

Example Mean %

11.11 150

200

Car Ownership Number of Cars 15.42 49.46 28.38 6.74 1.22

No access 1 car 2 cars 3+ cars Cars per household*

Car Type 29.07 87.56 23.58 3.82 1.03

New Used Petrol Diesel Company

Car Segment 2.13 36.55 35.61 22.74 5.20 0.56 3.13 2.83 4.21

Basic Small Lower medium Upper medium Executive Luxury Minivan Sports Sports Utility (4 x 4)

4.89 8.84 33.61 12.04 4.18 39.96 45.65 38.89 0.51

Book hols on internet Plan 3+ hols next year Coach tour Cruise Outdoor activity Self catering Package holiday Weekend/short break 6+ business flights in last year

0

50

100

150

200

* For cars per household, the chart shows Index and the average number of cars owned per household.

General - Home Lives

Travel & Holidays

7

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

General

Charts show Index & Mean Minutes/Day Index 100 indicates UK average Note Index scale is from 50-150

Time Use

See Supporting Notes for details

Week Day

Example Index

Example Mean Mins/day

11.11 50

75

100

125

150

496.00 88.00 45.58 194.89 12.75 41.02 14.47 24.70 5.91 6.69 10.95 4.89 25.11 4.03 5.38 18.36 7.20 22.12 4.34 7.96 14.48 6.82 138.67 21.14 15.59 8.64 6.18

Eating Washing/dressing Working in main job Classes/lectures Preparing food Washing dishes Cleaning home Laundry Ironing Gardening Walking dog Shopping Playing with children Socialising (household) Socialising (guests) Talking on telephone Taking time out Computing Reading (unspecified) Reading periodicals Reading books Watching TV Travelling to work* Travelling to shops Travelling to friends

(and family)

50

75

100

125

150

534.42 100.62 47.63 49.53 45.55 16.64 27.39 6.51 6.87 15.40 5.58 6.12 31.50 5.87 7.01 5.60 36.90 7.77 25.18 5.49 6.28 4.90 7.52 20.24 7.85 160.43 7.60 4.84 5.29 17.88 15.23 9.56

Sleeping Eating Washing/dressing Working in main job Preparing food Washing dishes Cleaning home Laundry Ironing Gardening Walking dog Repairing home Shopping Playing with children Religious activities Socialising (household) Socialising (guests) Talking on telephone Taking time out Walking and hiking Ball games Computing Reading (unspecified) Reading periodicals Reading books Watching TV Watching video Listening to radio Travelling to work* Travelling to shops Travelling to friends

(and family)

Travelling to social activities

50

75

100

125

150

Covers travelling to work from home and back only*

General - Time Use

Weekend

Sleeping

Travelling to social activities

2.66%

7

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

General Perspectives Charities

Environment 0.71 6.54 4.43 3.77 6.41 15.41 7.12 1.84 1.98 2.60 3.36 2.07 1.82 0.84 3.37 1.38 4.90 4.45 3.34 5.34

Aids Animal welfare Birds Blind Cancer prevention Cancer research Children Deaf Disabled/handicapped Disaster relief Elderly Environment Homeless Human rights Medical research Mental health Pets Religious Third World Wildlife

0

50

100

150

2.66%

Example Mean %

11.11 150

200

Attitudes

Concerned about Too much concern Worry about car pollution* People should recycle Pay more for products Gave to charity last year

Pollution High household emissions High vehicle emissions Drive Prius or Honda Insight

Economics

Economic Optimism (General) 17.75 39.49 36.96

Improve Stay the same Get worse

Economic Optimism (Personal)

200

15.58 60.87 21.56

Improve Stay the same Get worse

Fear of Redundancy 5.97 3.98 28.36 61.69

Very concerned Fairly concerned Not very concerned Not at all concerned

0 * Including car congestion.

50

100

150

200

General - Perspectives

Type C16

7

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Low density private estates, now with self reliant couples approaching retirement

Community Safety British Crime Survey Neighbourhood Policing

2.66%

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

Example Mean %

11.11 150

200

Drugs, Alcohol, Pubs and Clubs Drug Taking

Biggest Problem in Area 3.06 6.03 8.95 17.72 26.18 13.98

Noisy neighbours People drunk/rowdy Using/dealing drugs Rubbish/litter Teens hanging around Vandalism/graffiti

Never taken cocaine/coke Never taken ecstasy Taken cannabis Taken cocaine/coke Taken ecstasy

Drug Users/Dealers

Other Problems in Area 1.36 7.80 2.04 4.08 18.98 4.70 9.49 4.35

Abandoned cars Fireworks

(not part of organised display)

People drunk/rowdy Teens hanging around Uncontrolled dogs/mess Rubbish/litter Speeding traffic Vandalism/graffiti

81.65 97.26 97.10 17.75 2.49 2.37

Never taken cannabis

3.44 12.43 26.81 52.16

Very big problem Fairly big problem Not very big problem Not a problem

Attitudes to Drugs 34.42

Drugs main cause of crime

Visits to Night Clubs Views on Local Area

93.33 5.06 1.15

None

I can influence decisions affecting my local area

27.93

If youths cause trouble people will tell them off

21.63

Neighbours look out for each other

55.46

People from different backgrounds get on well

52.27

Once/twice a week

Anti-Social Behaviour lot worse in last 2 years

12.73

Almost every day

Definitely an area I enjoy living in

83.26

Often see strangers

6.43


Visits to Pubs/Wine Bars 51.95 27.69 14.51 3.27 2.57

None
0

50

100

150

200

Attitudes to Safety Felt fairly safe last time in a pub/bar in evening

21.47

Felt very safe last time in a pub/bar in evening

77.12 0

50

100

150

200

Community Safety - British Crime Survey

Type C16

8

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Community Safety British Crime Survey Race Related Concerns

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Post Crime Victim Support

Worried about Attack due to Skin Colour 2.40 4.76 23.24 49.39

Very worried Fairly worried Not very worried Not at all worried

Key Priority for CJS 52.03 20.62 14.17

Bring people to justice

Reduce crime Deal with cases promptly and efficiently

Very Confident About? 1.95 4.91 1.95 1.29

Cases dealt with promptly Witnesses treated well

Police Performance

Meets victims’ needs

29.07

Not Confident About? Police Effort

Less than you thought they should

36.45

Police Kept You Informed 15.56 11.71 22.73 29.06 16.25

Fairly well Not very well Not at all well Not investigated Very well

Witnesses treated well Bringing people to justice Meets victims’ needs

CJS Effective in Reducing Crime? Very

CJS Effective with Young People Accused of Crime? 5.99 42.31 39.32 9.50 2.19

Excellent Good Fair Poor Very poor

Were You Satisfied with Way Matter was Handled? 27.45 29.52 17.10

Fairly satisified Very satisified Very dissatisfied

Did you Have to Wait for the Police? 50.07 30.26 10.45

Immediate response Had to wait Police never dealt

50

100

150

200

16.26 1.02

Not at all

How Good a Job are the Police Doing?

0

17.57 7.48 17.61 26.94

Cases dealt with promptly

24.39 0.96

Not at all Very

Are the following doing a good job? Judges 1.47 10.08

Excellent Very poor

Juvenile Courts 10.23 8.62

Excellent Very poor

Magistrates 1.30 7.11

Excellent Very poor

Prisons 1.49 4.59

Excellent Very poor

Probation Services 4.07

Very poor

0

50

100

150

200

Community Safety - British Crime Survey

Less than you thought they should

Bringing people to justice

Police Interest

8

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Community Safety British Crime Survey Victim Details

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Age of Offender 6.52 10.71 9.76 11.15 10.49 10.35 13.63

Victim of crime Car stolen Theft from car Mugged Attack by strangers Rape Attack at home (woman)

17.40 35.10 29.79

16-24 25-39 40+

Relationship to Victim 3.10 6.20 80.51 8.82

Local kids Casual Stranger

Worried About

Well-known

25.60

Victim of crime

Crime Seen in Last Year

Why Not Reported to Police

Shoplifting

15.70 30.51 24.34 7.05 30.34

I dealt with it Police could do nothing Police would not bother Private matter Too trivial

34.07 10.48 70.77 9.24

ASB Dangerous driving Vandalism

Incidents 8.86 16.08 7.31 11.25 99.40

Force/violence Someone threatened

Incidents

Had a weapon

60.51 3.25 62.56

Weekday Weekend Inside place of work I have been insulted, pestered, intimidated

Attempt to steal No sexual element

Why Incident Happened

7.72

4.72 13.04 4.72 8.48

Relationship/history

Attempt made to steal anything

9.07

Money/property

17.39

Victim/property targeted

Bad temper

Affected by incident Did the victim have contact with offender

32.17 Household member not used force/violence

Likelihood of Crime Fairly likely to be attacked

7.95

Very unlikely to be burgled

17.97

Very unlikely to have car stolen

13.54 0

50

100

150

200

Other 99.85

Fire Attendance Fire attendance 2004

0

50

100

150

200

Community Safety - British Crime Survey and Fire Attendance

Offender Details Very Worried About

8

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

Education Adult’s Education (Census)

2.66%

Example Mean %

11.11 150

200

Keystage 4 Mean total GCSE points

No qualifications

17.03 19.21 6.30 16.43

1+ ‘O’ levels* 5+ ‘O’ levels* 2+ ‘A’ levels* Degree*

Mean capped GCSE points 5 passes A to C 5+ passes A to G 5+ passes A to G ** 1 pass A to G

Children’s Education (PLASC)

English not used home Have free school meals

Keystage 1

Refugee status

Maths level 3

Higher Education (HESA)

Writing level 3 Overall level 3

Higher Education Keystage 2

15.62 84.38 4.55 17.88 0.46 1.75 10.52 3.51 12.57 12.43 3.96 13.26 5.38 16.64 9.49 8.15 11.94 18.40 59.95 4.77 60.39 39.61 46.99 18.74

Postgraduate Level

English level 5

Undergraduate Level

Science level 5

(1) Medicine & dentistry

Have free school meals

(3) Biological sciences

English not used home

(4) Veterinary science

Refugee status

(5) Agriculture & related

High special needs educ.

(6) Physical sciences

Community school

(7) Mathematical sciences

Voluntary aided school

(8) Computer science

Vol. controlled school

(9) Engineering/technology

Foundation school

(A) Architecture (B) Social studies

Keystage 3

(C) Law (D) Business/administrative

English level 5 English level 6

(F) Languages

English level 7

(G) Historical/philosophical

English level 8

(H) Creative arts & design

Maths level 5

(I) Education

Maths level 6

Student Age 18 - 25

Maths level 7

Student Age 51 - 60

Maths level 8

Full-time & Sandwich

Science level 5

Part-time & Other

Science level 6

No award/financial backing

Science level 7

Award assessed by LEA#

0

Science level 8

0

50

100

150

50

100

150

200

200

* includes equivalent qualifications such as NVQs. ** includes English and Maths. #Award assessed by English or Welsh LEA and paid in full by LEA or by the SLC (includes EU students assessed by DfES).

Education

All Students

Maths level 5

9

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

Health Hospital Episode Statistics

2.66%

Example Mean %

11.11 150

200

1.15 0.48 0.10 0.14 0.03 0.07 0.25 4.25 0.28 2.93 1.60 0.37 1.04 0.84 0.82 1.56 0.08 0.21 1.30 0.28 0.44 3.25 0.26 1.24

E10-E14 Diabetes Mellitus F20-F29 Schizophrenia & other F40-F69 Neurotic, behavioural & other G00-G09 Inflammatory diseases of the CNS I00-I09 Rheumatic heart diseases I10-I15 Hypertensive diseases I20-I25 Ischaemic heart diseases I26-I28 Pulmonary heart disease & other I30-I52 Other forms of heart disease I60-I69 Cerebrovascular diseases J00-J06 Acute upper respiratory infections J10-J18 Influenza & pneumonia J20-J22 Other acute lower respiratory infections J30-J39 Other diseases of upper respiratory tract J40-J47 Chronic lower respiratory diseases J60-J70 Lung diseases due to external agents K70-K77 Diseases of liver K80-K87 Disorders of gall bladder & other N00-N08 Diseases of the kidney O00-O08 Pregnancy with abortive outcome O10-O75 O85-O99 Complications of labour & delivery O80-O84 Delivery T80-T88 Complications of care HES Total Admissions

Cancers and others 0.26 9.87 26.49 0.84 1.15 5.01 18.73 4.76 1.27 6.70 6.55 9.47 8.91 39.04 54.59 0.10 0.02

C40-C41 Cancer of bone & articular cartilage C50 Cancer of breast C15-C26 Cancer of digestive organs C00-C14 Cancer of lip, oral cavity and pharynx C69-C72 Cancers of eye, brain & other parts of CNS C51-C58 Cancers of female genital organs C81-C96 Cancers of lymphoid, haematopoietic, etc. C60-C63 Cancers of male genital organs C45-C49 Cancers of mesothelial and soft tissue C30-C39 Cancers of respiratory/intrathoracic organs C43-C44 Cancers of skin C64-C68 Cancers of urinary tract C73-C80, C97 Cancer of thyroid & other endocrine glands Emergency Admissions Elective Admissions E66 Obesity Teenage Pregnancy HES Total Admissions

0

50

100

150

200

Health - Hosptal Episode Statistics

Coarse D50-D64 Anaemias

10

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Health Hospital Episode Statistics

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Long Term Conditions 1.37

J45-J46 Asthma F31 Bipolar Affective Disorder

0.23 3.99 0.96 0.57 1.73 0.84

J40-J44 COPD F00-F03 Dementia F32 Depression E10-14 Diabetes G40 Epilepsy

0.90

I10-I15 Hypertension K70 K73 K74 Chronic Liver Disease & Cirrhosis

0.50 7.74 3.69 0.20 5.05 56.84 15.40

Fractures I50 Heart Failure F20 Schizophrenia G45 I63 I64 Stroke/TIA C00-D48 All Cancers

I20-I25 CHD

Health - Hospital Episode Statistics

A

10

Health Survey for England General Health

Smoking 76.52 5.38 46.65 18.73 5.11 52.38

Good general health Poor general health Long term illness BMI Index over 30 Type 2 Diabetes Not taken up MMR

Eat Fruit & Vegetables 2.62 16.06 19.92 18.19 16.26 26.95

Less than 1 portion 1-2 portions 2-3 portions 3-4 portions 4-5 portions More than 5 portions

0

50

100

150

200

16.12 5.13 4.84

Cigarette smoker Heavy smoker >20/day Light smoker <10/day

Alcohol 37.88 30.11 9.89 6.67 6.45 0.59 22.00 21.60 18.05 8.06 8.38 3.14 7.17 11.60

Drink 3+ days a week Once or twice a week Once or twice a month Once every 2 months Once or twice a year Not drank in last year No drinks last week <2 drinks last week 2-3 drinks last week 3-4 drinks last week 4-5 drinks last week 5-6 drinks last week 6-8 drinks last week 8+ drinks last week

0

50

100

150

200

Health - Health Survey for England

Health

10

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Low density private estates, now with self reliant couples approaching retirement Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

Health Sport England

2.66%

Example Mean %

11.11 150

200

0.64 25.05 5.08 1.22 1.37 1.34 28.00 0.55 2.27 14.09 1.03 0.66 7.71 0.58 8.62 1.24 0.56

Adventurous Aquatic Athletics/running Combat Cue/darts Equine Keep fit/gymnastics Motorised Other indoor Other outdoor Other water Projectile Racquet Sailing Team Water Winter

2.29 2.88 0.54 3.70 7.96 0.59 0.35 0.61 1.40 0.93 13.57 1.42 0.61 0.88 1.26

Badminton

Bowls Cricket Football Gym Horse Riding Netball Pilates Road Running Squash Swimming Tennis Tenpin Bowling Weight training Yoga

0

100

50

150

200

Exercise last month 54.26 27.39 18.35

None 1 - 11 days 12+ days

0

100

50

150

These charts show a selection of categories from the Expenditure and Food Survey (EFS). For each category the selected Mosaic Type is ranked against all Mosaic Types. The higher the rank (1 being highest, 61 being lowest) the more is spent on that category as a proportion of their overall weekly expenditure.

EFS Rankings low Fresh Meat Processed Meat Fish Whole Milk Cheese Butter Cooking Oils and Fats Fresh Fruit Dried Fruits and Nuts

Fresh Vegetables Sugar/Sugar Based Items Take-Aways at Home Take-Aways/Snack Food (Away from Home)

3/61 20/61 22/61 33/61 32/61 27/61 38/61 15/61 22/61 28/61 5/61 44/61 57/61

10

200

Health

Health - Sport England

Individual Activities

Grouped Activities

low

high

11/61 51/61 Soft Drinks 28/61 Spirits and Liqueurs 8/61 Wines 21/61 Beers and Ciders 36/61 Alcopops at home 28/61 Cigarettes 40/61 Cigars/Other Tobacco 19/61 Alcoholic Drinks 46/61 Caffeinated Drinks

Fruit Juice and Water

(Away from Home)

high

Health - EFS Rankings

Type C16

10

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Social Housing

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Household Tenure Household Tenure Index Privately rented Council/ housing association

Household Composition 22.02 18.49 8.63 2.67 8.00 16.46 17.25 0.03 4.47 1.01

Couples, no children Couples, dep children Couples, non-dep children Lone parent Single, non pensioner

Financial Stress Financial Stress Index 13.08 85.72 0.00 0.00 1.20

Very Low Low Medium High Very High

0

50

100

150

200

Single, pensioner All pensioners Students in shared house Students Student, away from home

Number in Household 24.46 43.90 14.77 12.48 3.48 0.73 0.19

1 person 2 person 3 person 4 person 5 person 6 person 7+ person

0

50

100

150

200

Social Housing

96.23 0.69 3.08

Owner occupied

11

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Engagement and Communications Recreation

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Media Art

Betting Bingo Bird-watching Boats/yachting* Books Camping/caravanning Cinema/films Classical music Competitions Computer games Cookery Country pursuits Crosswords & puzzles Cycling Eating out Fantasy/sci-fi Fashion clothing Feeding garden birds Football* Gardening Going to the pub Golf Grandchildren Hair & beauty Hiking & walking History Home computing Internet Military interests Motoring Mystery thrillers Personal astrology Pets Pop music Railways Read romantic fiction Rock music Sewing/needlecraft Skiing/snowboarding* Study open university Theatre/arts Voluntary/charity work Wines

0

50

100

150

200

PCs/Home Entertainment 28.39 3.15 27.05 1.06 6.53 20.76 18.43 3.37 2.70

Personal computer Personal organiser/palm-top Connected to the Internet Broadband access Email at home Sky Digital TV DVD player Mp3 player Games console/Internet

Magazine Subscription 1.28 0.08 0.42 0.61 0.03 0.05 0.21 0.53 2.00 1.74

Computing /IT The Economist Money/current/legal National Geographic New Statesman Newsweek TIME TV/film/entertainment Which? Women’s interest

Newspaper Readership 77.13 22.76 25.23 10.70 11.66 1.23 1.88 1.07 19.00 1.51 9.02 18.90 4.28

Daily popular midmarket Daily broadsheet Daily Mail Daily Telegraph Express Financial Times The Guardian The Independent The Mirror The Observer The People The Sun The Times

TV Viewing 32.84 53.99 10.87

High Medium Light

0

50

100

150

200

* includes participation and watching on TV.

Engagement and Communications

10.43 5.79 4.90 6.97 12.26 2.96 40.36 11.47 23.64 19.48 21.25 7.91 29.15 11.87 34.30 8.88 53.41 5.32 16.30 24.69 20.42 54.03 22.94 7.39 40.11 12.46 23.13 12.58 14.10 10.88 5.50 25.24 11.70 1.38 23.25 13.84 5.50 27.45 7.65 14.53 1.34 3.56 17.40 7.09 23.41

Antiques/fine art

12

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Engagement and Communications

Example Index Unless otherwise stated, charts show Index & Mean % Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

Example Mean %

11.11 150

200

Grocery Shopping Habits Frequency & Spend

Reasons Store Visited

Once a week More than once a week Once a fortnight Once a month < £20 £20 - £39

£40 - £59 £60 - £89 £90+ Use loyalty card

16.29 1.39 36.05 2.17 25.39 1.87 5.68 31.65 30.43 25.25 5.63 30.76 7.57 15.76 52.31 1.82 4.56 6.35

Alldays Asda Budgens Cooperative Costcutters Farmfoods Iceland Marks & Spencer Morrisons Netto Safeway Sainsbury’s Somerfield Tesco VG/Londis Waitrose Other

100

150

Internet shopping Low priced petrol Parking facilities Prices Product quality Product range Service/pleasant store Store opening hours

Aldi

50

Convenience Home delivery

Store loyalty card

Shops Visited

0

0.84 57.69 2.49 0.46 19.32 46.97 49.56 32.98 22.52 10.15 9.07 6.41

Childcare facilities

200

Learn about Products 6.85 9.01 9.92 1.97 5.35 2.95 8.07 1.88 2.09 4.47 0.40 5.14 1.64 11.93

Catalogues Family/friends Free samples Internet Leaflets Direct mail Newspaper/magazines Posters Radio adverts Telephone advice lines Telemarketing calls TV adverts TV shopping channels Visiting shops

Shopping Channels 1.20 0.81 2.12 14.63 13.18

Internet, main groceries Internet, other groceries Internet shopping, 4 times Internet shopping, never Mail or phone, 4 times

0

50

100

150

200

Engagement and Communications

65.30 19.41 9.38 4.76 5.93 31.63 32.39 18.90 5.90 60.75

12

A

B

C

D

E

F

G

H

J

I

K

15 16 17 18 19 20 Broadland

Type C16

Low density private estates, now with self reliant couples approaching retirement

Engagement and Communications

Example Index Unless otherwise stated, charts show Index Index 100 indicates UK average See Supporting Notes 0 100 50 for details

2.66%

150

200

Website Visits Health BBC Health Bupa Cancer Research Health and Medical NHS Choices NHS Direct Wellbeing Industries

Government Local Government Central Government Direct Government The Home Office HMRC Child Support Agency Communities.gov.uk culture.gov.uk dft.gov.uk dwp.gov.uk dh.gov.uk

Political Parties Conservative Labour Liberal Democrats

Environment Energy Saving Trust Environment Industries

0

50

100

150

200

Department for Culture, Media and Sport www.culture.gov.uk Department for Children, Schools and Families www.dfes.gov.uk Department for Transport www.dft.gov.uk Department for Work and Pensions www.dwp.gov.uk Department of Health www.dh.gov.uk

Engagement and Communications

dfes.gov.uk

12

A

B

C

D

E

F

G

H

I

J

K

Supporting Notes These pages have been designed to help you understand the essence of each of the 61 types and 11 groups. We have sought to highlight the key features which make each type and 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, house price data from the land registry, and local levels of council tax. Education data was sourced from Pupil Level Annual School Census (PLASC) and Higher Education Statistics Agency (HESA). Health data was sourced from Hospital Episode Statistics, Health Survey for England, National Fitness Audit, Sport England and EFS. This information is supplemented with information from market research surveys which can be cross tabulated by Mosaic, including the Target Group Index, MORI's Financial Services Survey, the National Readership Survey and the British Crime Survey. Additional environmental data was sourced from the Energy Saving Trust. 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 in different regions of the United Kingdom, visits covering over 15,000 miles. 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 of the UK.

Supporting Notes

Caveats Clearly not every one of the country's postcodes matches exactly to just one of the sixty one different Mosaic 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 country 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 country they may live.

13

A

B

C

D

E

F

G

H

I

J

K

Supporting Notes Variables - Mean% and Index Charts are provided for each of the variables used to build and describe Mosaic Public Sector. The variables are grouped together by category. For each group/type, 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 car ownership for Group A:

Mean% No access to car 1 car 2 cars

212

3+ cars

0

50

100

11.47 37.67 38.97 11.89

200

150

This shows that: 11.47% of Group A households have no access to a car. 37.67% of Group A households have 1 car. 38.97% of Group A households have 2 cars, etc. N.B. For some variables a Mean% is not available, and the area to the right of the chart is blank.

The Index shows how the variable compares with all households in the United Kingdom. An Index of 100 is the UK average. An Index greater than 100 shows that this variable is overrepresented when compared with the UK. An Index less than 100 shows that this variable is underrepresented when compared with the entire UK. The Index is shown on the chart as a bar:

Index above 100

No access to car 1 car 2 cars

212

3+ cars

0

50

100

150

11.47 37.67 38.97 11.89

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. Note that for the Section on Time Use, because of the range of Index values, the scale was set at 50 to 150.

Supporting Notes

Index below 100

13

A

B

C

D

E

F

G

H

I

J

K

Supporting Notes

General - Property Location Detailed study has been undertaken into the following new measures of accessibility: Urban This is the Generalised Urbanisation Measure, which indicates the level of urbanisation of a postcode. This is measured by analysing the concentrations of the population in the surrounding area. Rural This is the Generalised Rurality Measure, which indicates a postcode's relative location to shopping facilities using the latest GOAD information on in-town and retail park shopping centres. Seaside Retirement This is the Seaside Retirement Area Accessibility Measure, which identifies the proximity to seaside retirement areas. Island flag Indicates whether a postcode is located on an island.

General - Finances Customer Indebtedness Index (CII) The CII is score based, and provides an indication of indebtedness. Scores range from 1 to 99. A score of 1 indicates low indebtedness and 90 indicates extremely high indebtedness. Scores of 91-99 indicate Potential First Party frauds, based on very high unsecured balance. We have classed the scores into 5 bands aswell as producing an Average CII band for each group/type.

Community Safety - British Crime Survey

Supporting Notes

Acknowledgement: Home Office; 2001 - 2005 British Crime Survey. Distributed by the Economic and Social Data Service. Crown Copyright material is reproduced with the permission of the Controller of HMSO and the Queen's Printer for Scotland.

13