FEASIBILITY_STUDY , item 14. PDF 1 MB - Meetings, agendas and ...

A feasibility study prepared for the Black Box TrustNovember 2011Table 3.2: Mosaic NI Groups attending the Black Box, Aug 2008-Oct 2011Number ofMosaic NI GroupHouseholdbookers sinceAugust 2008% of householdbookers sinceAugust 2008Overall NIHouseholdsNI HouseholdPenetrationA Wealth and Wisdom 918 22.7% 50,222 1.8%B Better Off Families 499 12.3% 64,586 0.8%C Ageing Suburbanites 745 18.4% 120,127 0.6%D Younger Nestmakers 256 6.3% 67,847 0.4%E Small Town Renters 202 5.0% 79,421 0.3%F Students and Singles 688 17.0% 42,453 1.6%G Poor Seniors and Solos 230 5.7% 68,186 0.3%H Housing Exec Tenants 252 6.2% 111,215 0.2%I Farming Communities 259 6.4% 108,715 0.2%Total 4,049 100% 712,772 0.6%Source: Audiences NI„Wealth and Wisdom‟ groups generally live desirable locations around Belfast such as NorthDown, East Antrim and South and East Belfast, which experience little deprivation. Typicallythey are married couples, aged 46 years and above, with older or grown up children. They aregenerally educated to a degree level with strong professional and technical skills and earn highincomes. Most of their homes are semi-detached or detached and owned outright. Generallythey are interested in antiques/fine art, golf, wine and listening to classical music.„Better Off Families‟ are predominantly aged between 45 and 64 years with children. They arehighly focussed on home and family and tend to live modern housing they own with a mortgage,in areas around Lisburn such as Strangford and Lagan Valley. Stereotypically, the breadwinnerof the family is a high grade professional working in the service sector, earning an annual salaryof £50,000 upwards. Their general interests consist of bird-watching, golf and country pursuits.Groups of „Ageing Suburbanites‟ tend to live in semi-detached housing in locationssurrounding Bangor. Typically they are aged between 45 and 64 years, working in intermediateroles within the public sector and earning an annual salary between £25,000 and £49,999. Mostare married couples with children who either no longer live at home or are still living at home,contributing to the household income. Their leisure activities generally include cycling andeating out.„Students and Singles‟ are generally undergraduates or graduates who are well educated buthave low incomes, earning on average £7.500 to £13,499. They are usually aged between 18and 24 years, are single or co-habiting in a variety of house types in and around the mainarteries leading to Belfast. Stereotypically, the group are socially and politically aware but20