One negative/demaning thing about living in the Raploch is how we are labeled. I was looking about some history on the Back O Hill Road. I noticed somewhere recently that it was known as the Windy Pass to some people. When I relooked recently that company 192 came up with information and below a company gave a profile picture of the area. Read it and see how we are demeaned and pictured. Cheeky Cxxxs I thought. It was as follows: Area: FK8 1SF Area Type: Poorer Council Tenants Including Many Single Parents The residents of this group typically occupy low quality terraces and small flats in cosmopolitan towns and suburbs. The majority rent social housing from the council or through housing associations, although some are struggling to pay a mortgage. Within these neighbourhoods live poorly paid office and manual workers. Educational attainment is very low and unemployment is the highest in the UK. These are generally family and single areas. They are typically credit hungry, striving to make ends meet and are often unable to meet repayments. These individuals more often than not read the tabloid press.An Important Note: demographic profiles are an average for a particular postcode, they are not specific codes for a particular household. Therefore an affluent family may live inside a postcode which has a lower than average financial standing where the code is not representative of them and vice versa. Under no circumstances should these codes be relied on as an indication of credit worthiness. Geodemographic & Socio-economic Overview In and around Scottish towns, they are home to struggling communities of predominantly Caucasian households made up of singles, couples and single parents. Children vary in age from pre-school to their late teens. Economic inactivity is a significant problem in these areas. Those that have found employment are coping on extremely low incomes earned through a range of manual unskilled positions in manufacturing and service industries. Most occupy small inexpensive housing, which tends to comprise of lo-rise flats, and terraces, many of which are back to backs. Because of the close proximity of housing, population densities are almost twice that of the national average. A much smaller segment of this group live in semi-detached properties with small gardens. Most are council tenants but we have seen some taking advantage of the ‘right to buy’ legislation to help progress onto the property ladder. Lifestyle Overview There is a high readership of newspapers amongst this group, particularly the popular tabloid newspapers and the regional press. Television is also a preferred media channel, although usage of the internet is below average. Members of this group are also responsive to direct marketing being almost twice as likely to respond than the national average. They are also more likely to be responsive to mail order promotions. Typically, this group shops for budget food brands and spirits from convenience stores. They buy a mixture of label and budget clothing brands. Compared to the national profile, they are nearly 50% more likely than the norm to smoke. In terms of leisure activities many consumers enjoy gambling and playing bingo and the lottery. There is also an above average commitment to playing team sports and recreation sports. Members of this group rarely take holidays, especially not abroad. But when they do go away, camping holidays are often typical. Due to the nature of this group’s more compact living conditions most households don’t have domestic pets, but there is a higher than average prevalence of caged birds. There is low car ownership amongst this group and residents rely on public transport and walking to get around. However, there is a high occurrence of coupe styled cars amongst those who are car owners. Financial Overview This group has both low credit risk and low investment levels. Although they are likely to be credit hungry we see a much lower propensity than average to have a credit card. They are however twice as likely than the national average to look into financial products that are not from established financial providers. Levels of personal loans are only slightly higher than the average and instead these consumers look towards home collected credit and hire purchase agreements as a way of raising funds. Current accounts are most likely to be organised by employers purely for the function of paying in wages. For those that choose to set up their own current accounts, influencing factors include recommendations from family and friends, as well as image and reputation. New methods of banking, such as online banking, are limited by this groups disinterest in new technologies. However, consumers are likely to be fairly interested in telephone banking. Levels of mortgaging are lower than average. Nevertheless, of those that already hold a mortgage, many are likely to be loyal. They are almost 3 times more likely to select a mortgage on the basis of cashbacks compared to the national average. The convenience of the location of the providers branch and whether the lender is prepared to lend them the amount they wish are often key factors which determine their choice of lender. We see many in this group having whole life and death in service life insurance policies. Members of this group are also more likely than the UK average to have personal accident insurance. There is however mixed interest in buying any other type of medical insurance. There is not a healthy opinion amongst this segment about making provisions for the future, with almost five times the national average feeling that it is not important to make adequate provision for retirement. Mainly due to financial restraints many choose to rely on a state pension in their retirement years. Savings and investments are low with consumers typically only holding one saving product if any, usually with a bank.
Posted on: Tue, 01 Apr 2014 12:38:43 +0000
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