WIXLIB

1 B 4 Asset rich families1.40M2.7%UK Adultsof UKThese affluent professional families tend to be older with a high proportion being retired. However some will be empty nesters or have older independent children living at home.They typically live in large detached houses, and most have paid off their mortgage. There are high levels of savings and investments across a portfolio likely to include stocks andshares, unit trusts and National Savings, and they manage their money carefully.FINANCIAL SITUATIONFinancially confident, they willl use a wide range of financial productsComfortably off, many willhave a good level of savingsRunninginto debtSavinga lotHousehold income iscomfortably above the averageI am very good atmanaging moneyUKLondon 55k 59k70%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESWhilst use of the internet is above average, they use it more for convenienceMore likely than average toworry about online securityDEMOGRAPHICSOlder families, some with independent children, and empty nesters, living in large propertiesTend to agree that shoppingonline makes their life easier58%55%UK average: 55%UK average: 53%Their internet usage isabove the averageLowHighTECHNOLOGY Not typically early adopters, they are more likely to wait until gadgets become cheaperAge rangeHouse tenureHouse typeNumber of children55-74OwnedoutrightDetached2 CACI 2019Love to buy new gadgetsand appliancesStreamsTV servicesOwns smartwatch, fitnessband or payment band30%41%10%UK average: 34%UK average: 40%UK average: 8%

1 B 5 Wealthy countryside commuters1.31M2.5%UK Adultsof UKWealthy commuters living in semi-rural areas, villages and the fringes of small towns, form the bulk of this type. Properties are either traditional or modern semi-rural developments.These are established neighbourhoods where most of the resident families and older couples tend to have settled for a good number of years. Incomes are mostly higher thanaverage and these households tend to have built up a good level of savings and investments.FINANCIAL SITUATIONAble to easily save, they are looking forward to a secure retirementComfortably off, many willhave a good level of savingsRunninginto debtSavinga lotHousehold income is50% above the UK averageI am very good atmanaging moneyUKLondon 60k 61k66%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESSlightly cautious, but comfortable online, spend the least online within Acorn Group BMore likely than average toworry about online securityDEMOGRAPHICSEmpty nesters in large detached homes58%58%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children55 MortgagedDetached0 CACI 2019Tend to agree that shoppingonline makes their life easierLove to buy new gadgetsand appliancesTheir internet usage iswell above the averageLowHighWhilst not at the forefront of tech, they will own premium devicesStreamsTV servicesOwns smartwatch, fitnessband or payment band33%51%11%UK average: 34%UK average: 40%UK average: 8%

1 B 6 Financially comfortable families1.33M2.5%UK Adultsof UKThese are well-off working families, with school-aged children. Many of these families live in modern estates of relatively large detached houses and will commute for their jobs,typically earning above the national average. The majority have a mortgage and, whilst a number may have built up savings and investments, for some this might be limited byoutgoings, mortgage payments and other borrowing.FINANCIAL SITUATIONWhilst incomes are well above average, their mortgage payments may be proportionally highAble to save, despite highoutgoingsRunninginto debtSavinga lotHousehold income iscomfortably above the averageI am very good atmanaging moneyUKLondon 58k 61k66%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESFrequent users of the internet, they embrace the convenience it bringsMore likely than average toworry about online securityDEMOGRAPHICSFamilies with school-age children living in large properties58%60%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children45-64MortgagedDetached2 CACI 2019Most agree that shoppingonline makes their life easierTheir internet usage iswell above the averageLowHighLikely to have plenty of tech in the house, including top of the range games consolesLove to buy new gadgetsand appliancesStreamsTV servicesOwns smartwatch, fitnessband or payment band36%46%11%UK average: 34%UK average: 40%UK average: 8%

1 B 7 Affluent professionals460K0.9%UK Adultsof UKThese households are usually located centrally in towns and in the outer areas of large cities in streets combining a high proportion of higher priced flats and apartments set amongstlarger houses. However, there are rural pockets of Affluent professionals in the national parks and in coastal locations. The residents tend to be well educated and most incomes willbe comfortably above average. Some will have built up above average levels of savings and have investments.FINANCIAL SITUATIONFree spending, with a good level of disposable income, some may have high mortgage paymentsAble to save, despite highoutgoingsRunninginto debtSavinga lotHousehold income iscomfortably above the averageI am very good atmanaging moneyUKLondon 59k 62k66%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESFrequent users of the internet, they spend the most online within Acorn Group BMore likely than average toworry about online securityDEMOGRAPHICSEmpty nesters living in, or on the outskirts of, metropolitan areas58%58%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children45-64OwnedoutrightDetached0 CACI 2019Tend to agree that shoppingonline makes their life easierTheir internet usage iswell above the averageLowHighThey have an above average take up of tech devices, but may wait before buyingLove to buy new gadgetsand appliancesStreamsTV servicesOwns smartwatch, fitnessband or payment band33%45%11%UK average: 34%UK average: 40%UK average: 8%

1 B 8 Prosperous suburban families926K1.8%UK Adultsof UKThese older families and empty nesters will typically live in streets of larger semi-detached or detached houses. A good number are in professional or managerial jobs with salarieswell above the national average. These families are financially secure - a high proportion will have paid off the mortgage on their home and the remainder will have a relatively shortterm left on their mortgage. They may have a mix of savings plans, unit trusts and ISAs. Some will have investments in stocks and shares and National Savings.FINANCIAL SITUATIONWith high earnings, they will be saving for retirement and their children’s futureComfortably off, many willhave a good level of savingsRunninginto debtSavinga lotHousehold income is50% above the UK averageI am very good atmanaging moneyUKLondon 63k 64k64%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESFrequent users of the internet, they embrace the convenience it bringsMore likely than average toworry about online securityDEMOGRAPHICSFamilies with older children and empty nesters living in large properties58%58%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children45-54OwnedoutrightSemidetached2 CACI 2019Tend to agree that shoppingonline makes their life easierTheir internet usage isabove the averageLowHighThey have an above average take up of tech devices, but may wait before buyingLove to buy new gadgetsand appliancesStreamsTV servicesOwns smartwatch, fitnessband or payment band31%45%11%UK average: 34%UK average: 40%UK average: 8%

1 B 9 Well-off edge of towners1.06M2.0%UK Adultsof UKThese are wealthy couples with school age children or whose children have left home. Employment is largely in senior managerial and professional occupations. They typically live inlarger detached houses that are more expensive than other property in the neighbourhood. These neighbourhoods tend to be new-build estates on the outskirts of towns and cities.The majority of household incomes are likely to be significantly higher than the national average and these families may have built up savings accounts and investments.FINANCIAL SITUATIONWith a good level of disposable income, they are able to set money aside in savings and investmentsComfortably off, many willhave a good level of savingsRunninginto debtSavinga lotHousehold income is vey high,well above the UK averageI am very good atmanaging moneyUKLondon 67k 69k67%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDES Frequent users of the internet, online spend is amongst the highest of all the Acorn TypesMore likely than average toworry about online securityDEMOGRAPHICSFamilies with school-age and older children living in large properties58%60%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children45-64MortgagedDetached2 CACI 2019Most agree that shoppingonline makes their life easierLove to buy new gadgetsand appliancesTheir internet usage iswell above the averageLowHighThey are the most tech-engaged within Acorn Group BStreamsTV servicesOwns smartwatch, fitnessband or payment band36%51%15%UK average: 34%UK average: 40%UK average: 8%

Category 1Group CMatureMoneyTypes10 Better-off villagers11 Settled suburbia, older people12 Retired and empty nesters13 Upmarket downsizers

1 C 10 Better-off villagers1.51M2.9%UK Adultsof UKThese older couples, with some families, live in the larger, more expensive housing found in villages and the edges of small towns. This will include a fair number of old traditionalproperties. Incomes are above average. Many will have paid off their mortgage and have built up good savings and investments in some mix of bonds, shares, unit trusts and ISAs. Afair number are well-qualified and have professional or managerial jobs, or did so before they retired.FINANCIAL SITUATIONExpenditure is the highest of all the Types within Acorn Group CMany will have a good levelof savingsRunninginto debtSavinga lotHousehold income iscomfortably above the averageI am very good atmanaging moneyUKLondon 53k 54k62%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESThey have by far the highest levels of online spend within Acorn Group CMore likely than average toworry about online securityDEMOGRAPHICSEmpty nesters and families with older children, living in large properties58%55%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children55-74OwnedoutrightDetached0 CACI 2019Tend to agree that shoppingonline makes their life easierLove to buy new gadgetsand appliancesTheir internet usage isabove the averageLowHighThey are unlikely to have the latest tech in their homesStreamsTV servicesOwns smartwatch, fitnessband or payment band28%40%9%UK average: 34%UK average: 40%UK average: 8%

1 C 11 Settled suburbia, older people1.62M3.1%UK Adultsof UKMany of the residents in these streets of predominantly semi-detached houses are pensioners or nearing retirement age. They tend to have good educational qualifications and workor have worked in professional or managerial occupations. Overall incomes are higher than average although the incomes of those with pensions will be less than those inemployment. Most will own their home outright. Often financially astute, they might have a mix of savings and investments.FINANCIAL SITUATIONThey are likely to have a mix of different savings productsComfortably off, many willhave a good level of savingsRunninginto debtSavinga lotHousehold income iscomfortably above the averageI am very good atmanaging moneyUKLondon 51k 53k64%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESMore likely than average toworry about online securityDEMOGRAPHICSRetired couples, living in properties with 3 bedroomsHouse tenureHouse typeNumber of children65 OwnedoutrightSemidetached0 CACI 2019Less likely to feel that shoppingonline makes their life easier57%52%UK average: 55%UK average: 53%TECHNOLOGYAge rangeDespite being older, their online spend is above the average for the UKLove to buy new gadgetsand appliancesTheir internet usage isaround the averageLowHighComfortable with technology, they will own a range of devicesStreamsTV servicesOwns smartwatch, fitnessband or payment band29%41%9%UK average: 34%UK average: 40%UK average: 8%

1 C 12 Retired and empty nesters1.20M2.3%UK Adultsof UKThese streets are typically dominated by older people, with the majority of the population usually aged over 55. Many will have settled here for a number of years, although there isstill a relatively active housing market as newcomers retire to these areas. It is more usual that, prior to retirement, many will have had senior managerial or professionaloccupations. The majority own their home outright. Quite a high proportion will own shares or bonds and have built up reserves in savings accounts, cash ISAs and national savings.FINANCIAL SITUATIONThey have the highest level of disposable income of the Types within Acorn Group CHaving paid off the mortgage,they are able to saveRunninginto debtSavinga lotHousehold income isaround the averageI am very good atmanaging moneyUKLondon 39k 44k65%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESOf all Acorn Types, they have the second highest level of concern over internet securityMore likely than average toworry about online securityDEMOGRAPHICSRetired and empty nester couples, living in larger properties62%46%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children55 OwnedoutrightDetached0 CACI 2019Less likely to feel that shoppingonline makes their life easierLove to buy new gadgetsand appliancesTheir internet usage isaround the averageLowHighThey are more likely to find new technology confusingStreamsTV servicesOwns smartwatch, fitnessband or payment band27%34%7%UK average: 34%UK average: 40%UK average: 8%

1 C 13 Upmarket downsizers542K1.0%UK Adultsof UKA significant number of these small flats are owned by pensioners, with middle-aged professionals and managers usually owning the rest of the housing. There are also a significantproportion who privately rent. These upmarket flats typically occur in coastal resorts, other areas to which folk often retire, and recent purpose-built developments of homes forolder people.FINANCIAL SITUATIONThey are likely to have a good private pension which allows them to lead a comfortable lifeComfortably off, many willhave a good level of savingsRunninginto debtSavinga lotHousehold income isa little below the averageI am very good atmanaging moneyUKLondon 37k 41k63%Average: 40kAverage: 44kUK average: 57%of themagreeDIGITALATTITUDESWhilst most will use the internet regularly, online spend is below the UK averageMore likely than average toworry about online securityDEMOGRAPHICSRetired couples and singles, living in properties with 1 or 2 bedrooms58%52%UK average: 55%UK average: 53%TECHNOLOGYAge rangeHouse tenureHouse typeNumber of children65 Owned outrightor rentedFlat ormaisonette0 CACI 2019Less likely to feel that shoppingonline makes their life easierTheir internet usage isabove the averageLowHighLikely to own several devices, but typically wait until the technology is establishedLove to buy new gadgetsand appliancesStreamsTV servicesOwns smartwatch, fitnessband or payment band29%40%9%UK average: 34%UK average: 40%UK average: 8%

2Rising Prosperity5.0M9.4%UK Adultsof UKAge rangeHouse type25-44Flat ormaisonetteFinancial situationHouse tenureRunninginto debtPrivatelyrentingSavinga lotChildren at homeNumber of beds01-2These are generally younger, well educated, professionalsmoving up the career ladder, living in our major towns and cities.Singles or couples, some are yet to start a family, others will haveyounger children. CACI 2019Acorn Groups within Category 2: Rising ProsperityD City SophisticatesE Career Climbers37%63%

Category 2RisingProsperityGroupsD City SophisticatesE Career Climbers

2 D City Sophisticates1.9M3.6%UK Adultsof UKYounger individuals enjoying the city lifestyle with lots of opportunities to socialise and spend. These affluent younger people generally rent flats in majortowns and cities. Whilst incomes are well above average, their level of disposable income is restricted due to high rents.DEMOGRAPHICSBRANDSSHOPPINGAge rangeChildren at home25-440House tenureFamily structurePrivatelyrentingSingleNumber of bedsHouse typeLEISUREWEBSITESDIGITALATTITUDESFlat ormaisonette1I worry aboutonline securityFINANCIAL PROFILEHousehold incomeShopping online makesmy life easier54%64%47%UK average: 55%UK average: 53%UK average: 34%KEY INTERNET USAGE% Disposable incomeUKLondonUK 52k 53k28% 27%Average: 40kAverage: 44kAverage: 44%Financial situationThis group are more likely toLondonAverage: 39%Runninginto debtSavinga lot CACI 2019I couldn’t live without theinternet on my mobilebrowse forrestaurants onlineTECHNOLOGY USAGEThis group are morelikely to take out aloan onlineThis group are more likelytoown an iPhone

2 E Career Climbers3.1M5.8%UK Adultsof UKYounger singles and couples, some with young children, living in more urban locations. They live in flats, apartments and smaller houses, which they willbe renting. They will have started saving what they can in order to put down a deposit on a house in the future.DEMOGRAPHICSBRANDSSHOPPINGAge rangeChildren at home25-441House tenureFamily structurePrivatelyrentingCouple withchildrenNumber of bedsHouse typeLEISUREWEBSITESDIGITALATTITUDESFlat ormaisonette1-2I worry aboutonline securityFINANCIAL PROFILEHousehold incomeShopping online makesmy life easier55%64%44%UK average: 55%UK average: 53%UK average: 34%KEY INTERNET USAGE% Disposable incomeUKLondonUK 47k 44k36% 32%Average: 40kAverage: 44kAverage: 44%Financial situationThis group are more likely toresearch mortgagesLondonAverage: 39%onlineRunninginto debtSavinga lot CACI 2019I couldn’t live without theinternet on my mobileTECHNOLOGY USAGEThis group are morelikely to purchaseairline tickets onlineThis group are more likelytoown a smartwatch,fitness band orpayment band

Category 2Group DCitySophisticatesTypes14 Townhouse cosmopolitans15 Younger professionals in smaller flats16 Metropolitan professionals17 Socialising young renters

2 D 14 Townhouse cosmopolitans404K0.8%UK Adultsof UKTh

CACI Proprietary Data Government Data Open Data Commercial Data A variety of GDPR compliant data sources are used in the build of Acorn -from a combination of: ANALYSIS Statistical techniques are used to best utilise these different types of data to create a postcode level dataset. The Acorn structure is defined through iterative, complex .