ACORN categoriesHouseholds
Thriving
Expanding
Rising
|
D |
Settling |
24.5 | |
|
E |
Aspiring |
13.9 | |
|
F |
Striving |
23.2 | |
|
ACORN groups |
% | ||
|
A |
1 |
Wealthy achievers, suburban areas |
14.0 |
|
A |
2 |
Affluent greys, rural communities |
2.2 |
|
A |
3 |
Prosperous pensioners, retirement areas |
2.8 |
|
B |
4 |
Affluent executives, family areas |
3.4 |
|
B |
5 |
Well off workers, family areas |
7.0 |
|
C |
6 |
Affluent urbanites, town and city areas |
2.5 |
|
C |
7 |
Prosperous professionals, metropolitan areas |
2.5 |
|
C |
8 |
Better off executives, inner city areas |
4.0 |
|
D |
9 |
Comfortable middle agers, mature home owning areas |
13.7 |
|
D |
10 |
Skilled workers, home owning areas |
10.8 |
|
E |
11 |
New home owners, mature communities |
9.9 |
|
E |
12 |
White collar workers, better-off multi-ethnic areas |
4.0 |
|
F |
13 |
Older people, less prosperous areas |
4.4 |
|
F |
14 |
Council estate residents, better off homes |
10.9 |
|
F |
15 |
Council estate residents, high unemployment |
3.6 |
|
F |
16 |
Council estate residents, greatest hardship |
2.4 |
|
F |
17 |
People in multi ethnic, low income areas |
1.8 |
ACORN neighbourhood types % Social grade
|
A1 |
1.1 |
Wealthy suburbs, large detached houses |
2.2 |
AB |
|
A1 |
1.2 |
Villages with wealthy commuters |
2.8 |
AB |
|
A1 |
1.3 |
Mature affluent home-owning areas |
2.7 |
ABC1 |
|
A1 |
1.4 |
Affluent suburbs, older families |
3.4 |
ABC1 |
|
A1 |
1.5 |
Mature, well-off suburbs |
2.9 |
ABC1 |
|
A2 |
2.6 |
Agricultural villages, home-based workers |
1.5 |
ABC2D |
|
A2 |
2.7 |
Holiday retreats, older people, home based workers |
0.7 |
ABC2D |
|
A3 |
3.8 |
Home owning areas, well-off older residents |
1.5 |
ABC1 |
|
A3 |
3.9 |
Private flats, elderly people |
1.3 |
ABC1 |
|
B4 |
4.10 |
Affluent working families with mortgages |
1.8 |
ABC1 |
|
B4 |
4.11 |
Affluent working couples with mortgages, new homes |
1.3 |
ABC1 |
|
B4 |
4.12 |
Transient workforces, living at their place of work |
0.3 |
- |
|
B5 |
5.13 |
Home-owning family areas |
2.5 |
ABC1 |
|
B5 |
5.14 |
Home-owning family areas, older children |
2.6 |
C1C2 |
|
B5 |
5.15 |
Families with mortgages, younger children |
1.9 |
C1C2 |
|
C6 |
6.16 |
Well-off town and city areas |
1.1 |
AB |
|
C6 |
6.17 |
Flats and mortgages, singles and young working couples |
0.9 |
ABC1 |
|
C6 |
6.18 |
Furnished flats and bedsits, younger single people |
0.5 |
ABC1 |
|
C7 |
7.19 |
Apartments, young professional singles and couples |
1.4 |
ABC1 |
|
C7 |
7.20 |
Gentrified multi-ethnic areas |
1.1 |
ABC1 |
|
C8 |
8.21 |
Prosperous enclaves, highly qualified executives |
0.9 |
ABC1 |
|
C8 |
8.22 |
Academic centres, students and young professionals |
0.6 |
ABC1 |
|
C8 |
8.23 |
Affluent city centre areas, tenements and flats |
0.7 |
ABC1 |
|
C8 |
8.24 |
Partially gentrified, multi-ethnic areas |
0.8 |
ABC1 |
|
C8 |
8.25 |
Converted flats and bedsits, single people |
1.0 |
- |
|
D9 |
9.26 |
Mature established home-owning areas |
3.4 |
ABC1 |
|
D9 |
9.27 |
Rural areas, mixed occupation |
3.4 |
- |
|
D9 |
9.28 |
Established home-owning areas |
3.9 |
C1 |
|
D9 |
9.29 |
Home-owning areas, council tenants, retired people |
3.0 |
ABC1 |
|
D10 |
10.30 |
Established home-owning areas, skilled workers |
4.3 |
C2 |
|
D10 |
10.31 |
Home owners in older properties, younger workers |
3.2 |
C1C2 |
|
D10 |
10.32 |
Home-owning areas with skilled workers |
3.3 |
C2DE |
|
E11 |
11.33 |
Council areas, some new home owners |
3.7 |
C2DE |
|
E11 |
11.34 |
Mature home-owning areas, skilled workers |
3.3 |
C2DE |
|
E11 |
11.35 |
Low-rise estates, older workers, new home owners |
2.9 |
C2DE |
|
E12 |
12.36 |
Home-owning multi-ethnic areas, young families |
1.0 |
C1 |
|
E12 |
12.37 |
Multi-occupied town centres, mixed occupations |
2.0 |
- |
|
E12 |
12.38 |
Multi-ethnic areas, white-collar workers |
1.0 |
C1 |
|
F13 |
13.39 |
Home owners, small council flats, single pensioners |
2.3 |
C2DE |
|
F13 |
13.40 |
Council areas, older people, health problems |
2.1 |
C2DE |
|
F14 |
14.41 |
Better-off council areas, new home owners |
2.0 |
C2DE |
|
F14 |
14.42 |
Council areas, young families, some new home owners |
2.7 |
C2DE |
|
F14 |
14.43 |
Council areas, young families, many lone parents |
1.6 |
C2DE |
|
F14 |
14.44 |
Multi-occupied terraces, multi-ethnic areas |
0.7 |
C2DE |
|
F14 |
14.45 |
Low-rise council housing, less well-off families |
1.8 |
C2DE |
|
F14 |
14.46 |
Council areas, residents with health problems |
2.1 |
C2DE |
|
F15 |
15.47 |
Estates with high unemployment |
1.3 |
DE |
F15 15.48 Council flats, elderly people, health problems
F15 15.49 Council flats, very high unemployment, singles
F16 16.50 Council areas, high unemployment, lone parents
F16 16.51 Council flats, greatest hardship, many lone
1.1 C2DE
parents
F17 17.52 Multi-ethnic, large families, overcrowding F17 17.53 Multi-ethnic, severe unemployment, lone parents F17 17.54 Multi-ethnic, high unemployment, overcrowding
ACORN has been used by local authorities to isolate areas of deprivation and by marketing firms seeking to identify areas of greatest demand for their products and services. Major retailers, banks and building societies use the service for site analysis and the mix of products appropriate to each branch. It is also used to target local advertising, posters, leaflet distribution and direct mail. Researchers can also use the system to select representative samples for questionnaire surveys.
Variations on the ACORN system have been introduced to serve the classification needs of specific markets, including Investor ACORN, Scottish ACORN and Financial ACORN. ACORN services have also been extended to Northern Ireland, with the consequent addition of six more neighbourhood types. Workforce ACORN compares the differing profile of an area in a given location during working hours and weekends. Custom ACORN links company data to the ACORN system to create a bespoke targeting classification.
CACI has also produced systems that look at individuals. People UK is a good example of this; it looks at 46 types and eight life stages.
Experian (Tel: 01159 410 888, Fax: 01159 685 003, E-mail:
[email protected]). This system is based around 87 variables, producing 12 groups and 52 types of neighbourhood.
The MOSAIC system includes 52 consumer types that are aggregated into 12 groups:
L1 High Income Families
L2 Suburban Semis
L3 Blue Collar Owners
L4 Low Rise Council
L5 Council Flats
L6 Victorian Low Status
L7 Town Houses and Flats
L8 Stylish Singles
L9 Independent Elders
L10 Mortgaged Families
L11 Country Dwellers
L12 Institutional Areas
MOSAIC
Sources of MOSAIC's data include:
Census Statistics
■ Electoral Registers
■ The Lord Chancellor's Office
■ Companies House
■ Land Registry
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