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GU22 9DF

This description is intended to illustrate likely consumer preferences and behaviour and does not describe a specific locality or its residents. Please note, it may not always be entirely accurate for your postcode. You should not base important decision-making on the ACORN classification alone.

Type 28: Established Home Owning Areas (4 per cent of the population live in this ACORN Type)

You are more likely to find the classic `Mum, Dad and 2 children' household in these neighbourhoods than anywhere else in Britain. These are very stable, middle class areas with low levels of population mobility. They are found all over Britain, particularly in the suburbs of the major conurbations. High concentrations of this ACORN Type are found, for example, in Bexley, Sutton and Solihull.

Heavy ITV viewing: Medium [It's funny this is used as a class indicator, especially since both our mothers disapproved of ITV programmes!]
Ownership of stocks and shares: High
Microwave purchases: Medium
Buying home with a mortgage: High
2+ Car Ownership: High
Population Aged 0-14: Medium

Demographics:
The age structure of these neighbourhoods is very similar to that of Britain as a whole. In terms of household structure, these are predominantly family areas. There are above average concentrations of couples aged 35-54 with children. There are below average proportions of very large families and of single person households
Socio-Economic Profile:
The proportion of women in couples who work is higher than average. Those with children are most likely to work part-time. The proportions of professional and managerial workers are below average, but the proportion of clerical and secretarial workers is 33% above average.
Attitudes:
People in this ACORN Type are rather more keen on DIY than average. They also like to keep up to date with developments in technology. They are more likely than average to be watching the fat content in their diet. Their likely responsiveness to all forms of advertising is very similar to that of Britain as a whole
Housing:
By far the most dominant housing form here is the owner-occupied semi. 56% of houses are semi-detached, nearly twice the national average, and rates of outright ownership and buying are both above average. The vast majority of homes are in the 3-6 rooms size band.
Durables:
Car ownership is above average, with a tendency towards 1 or 2 cars per household. The proportion of new cars is above average, but there are few cars costing over £20,000. Purchase rates for all Durables are average or below. 23% more homes than average are having new central heating installed and 19% more are having secondary glazing fitted
Financial:
The income profile of these neighbourhoods peaks in the £25-30,000 per annum band. Ownership of Financial products is generally above average, with the exceptions of hire purchase agreements and National Savings Certificates. The rate of new savings account opening is 2.6 times higher than average.
Media:
Daily papers which are read more by people in this ACORN Type than average are The Mail, The Mirror, The Express and The Independent. [At least the Independent is mentioned, otherwise it would be dimwit fascist central zone. The local newsagent does stock The Guardian, thank goodness.] Sunday titles which are more popular than average are The Mail on Sunday, The Sunday Mirror, The Sunday Express and The Independent on Sunday. Both ITV viewing and commercial radio listening levels are medium.
Leisure:
On the whole, people are slightly more likely than average to go on holiday. They are also more likely than average to go on a long holiday, to go camping or to go to a holiday camp. Propensities to eat and drink out are average, though steakhouses are extremely popular. Apart from camping and rambling, which are more popular here than on average, participation rates in most recreational activities are average.
Food and Drink:
Although very little grocery shopping is done on foot, the proportion of daily shopping is slightly above average. Deep freezer ownership is higher than average and people are more likely than average to use a freezer centre. Consumption of frozen products such as beefburgers and fish fingers is high. Other products consumed more than average in these areas are fresh and dried pasta, tinned/packet soup, fruit juice, mineral water and bacon. Consumption of all alcoholic drinks is very close to the national average.

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[August update: In fact, they've just this week changed our profile to a much shorter one with similar accuracy:]

Type 28: Working families with mortgages (2.39% of the population live in this ACORN type)
Family Income: Medium
Interest in current affairs: Low
Housing - with Mortgage: Very high
Educated - to degree: Low
Couples with Children: Very high
Have Satelite TV: High
These are family suburbs in relatively prosperous post-industrial areas. Households tend to be larger families, often with primary school children. They are typically buying their three or four bedroom semi-detached house on a mortgage. Incomes are above average. These people either work in middle management or clerical jobs, or have a skilled trade. The main income is often supplemented by female part­time work. Families may own two cars, one of them a company car.
Financial caution is a characteristic of people in these communities. Most will have made adequate pension provision through company or private schemes, and many will have mortgage protection insurance. They are likely to save regularly perhaps into a child savings plan. Some will own stocks and shares they have acquired through demutualisation and privatisation.
Leisure activities include golf, going to the cinema and watching TV. Packaged holidays to Europe and the Mediterranean are popular but many will holiday at home, perhaps in self-catered accommodation. With larger families the food bill is relatively high, so price is important and stores like Asda are popular. Many families will have a home PC which may be used by the children for education and playing computer games. Although some adults may use the Internet as a financial channel, most prefer the face-to-face contact of their bank or building society branch.