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

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Characteristics of Four Prominent Mosaic NIGroupsWealth & Wisdom (23% overall): These are generally married couples with grown up children. They are welleducated and comfortable, with prestigious jobs on high incomes. They live in detached homes on spacious plots.They are comfortably off and enjoy golf and classical music.Age Ranges:Marital Status:Qualifications 2 :Employment Status:Income Bands:Above average levels of45-64, 65+ and 85+year olds.Above average levels ofmarried couples.Above average levels of5+ ‘O’ Levels, 2 + ‘A’Levels and DegreesAbove average level offull time and part timeemployment.Above average levels ofannual householdincomes of £25,000+and £50,000+.Better Off Families (12% overall): These are generally married couples with children who are family focused.They have professional occupations on good incomes, and are ambitious with a strong work ethic. They live inmodern detached housing with generous gardens and like to keep up appearances. They are generally wellinformed and financially astute.Age Ranges:Marital Status:Qualifications:Employment Status:Income Bands:Above average levels of5 – 17 year olds and 45– 64 year olds.Average levels of 25 –44 year olds.Above average levels ofmarried couples.Above average levels of5+ ‘O’ Levels, 2 + ‘A’Levels and DegreesAbove average level offull time and part timeemployment.Above average levels ofannual householdincomes of £25,000+and £50,000+.Average levels of£13,500 - £24,999.Ageing Suburbanites (18% overall): These are generally married couples, many of whom are empty nestersand approaching retirement. They live in semi-detached housing and have White collar office jobs. They representthe “Middle” Northern Ireland and have the middle incomes to match, so they are careful with money. They havestrong community networks and enjoy golf and wine.Age Ranges:Marital Status:Qualifications:Employment Status:Income Bands:Above average levels of45 – 64 year olds, 64 +and 85+ year olds.Average levels of 25 –44 year olds.Above average levels ofmarried couples.Average levels of cohabitingcouples.Above average levels of1+ ‘O’ Levels, 5+ ‘OLevels, 2+ ‘A’ Levelsand DegreesAbove average level offull time and part timeemployment.Above average levels ofannual householdincomes of £13,500 -£24,999, £25,000+ and£50,000+.Students & Singles (17% overall): These are generally students or graduates, well-educated but with lowincomes. They live in a variety of house types in and around the main arteries into Belfast. They are socially andpolitically aware, but financially carefree. They tend to frequent cafes and bars.Age Ranges:Marital Status:Qualifications:Employment Status:Income Bands:Above average levels of18-24 year olds, 25-44year olds and 85+ yearolds.Average levels of 65+year olds.Above average levels ofsingle, co-habiting anddivorced people.Average levels ofwidowers.Above average levels of2+ ‘A’ Levels andDegreesAbove average levels ofunemployed and fulltime employment.Above average levels ofannual householdincomes of under£7,500 and £50,000 +.Average levels of£7,500 to £13,499.2 Or GCSEs, or equivalent NVQs etc.6
Age Ranges of all Mosaic NI TypesTypeHousehold % Above average levels of:Average levels of:Bookers BookerA03 Cultural Avant Garde 442 11% 46-55, 56-65 and 66+ 36 – 45F20 Terraced Melting Pot 309 8% 26-35 and 36-45 NoneA01 Business Leadership 284 7% 18-25, 46-55 and 56-65 NoneC08 Stable Family Semis 217 5% 56-65 and 66+ 46 – 55F21 Local and Commercial 197 5% 26-35, 36-45 and 66+ NoneA02 Monied Empty Nesters 192 5% 46-55, 56-65 and 66+ NoneB05 Public Service Ethos 188 5% 18-25, 46-55 and 56-65 NoneB06 Commuting Country 183 5% 18-25, 46-55 and 56-65 NoneF22 Student Culture 182 4% 26-35 and 36-45 NoneC09 Multi - family Semis 160 4% 18-25 and 46-55 NoneE19 Blue Collar Thrift 141 3% 55-65 and 66+ NoneC07 Community Stalwarts 129 3% 18-25, 46-55, 56-65 and 66+ NoneB04 High Achievers 128 3% 18-25, 26-35, 36 to 45 and 46-55 NoneC10 Middle of the Road 127 3% 18-25, 26-35, 36 to 45 and 46-55 55-65D15 Young Mortgagees 105 3% 26-35 and 36 to 45 NoneC11 Suburban Retirement 102 3% 56-65 and 66+ NoneI32 Rural Entrepreneurs 95 2% 18-25 and 46-55 NoneD13 Small Town Success 90 2% 26-35 and 36 to 45 NoneG24 Pensioners in Flats 86 2% 36-45, 56-65 and 66+ NoneG25 Market Town Seniors 76 2% 56-65 and 66+ NoneI33 Marginal Farmland 75 2% 18-25, 46-55 and 56-65 NoneH27 Proud Traditions 70 2% 26-35 and 66+ 36-45H29 Moving up, Staying On 65 2% 18-25, 46-55 and 56-65 66+G26 Breadline Pensioners 63 2% 56-65 and 66+ 36-45H28 Hard Pressed Owners 62 2% 26-35 and 36-45 NoneE18 Small Town Estates 61 2% 18-25 and 46-55 NoneH30 Cycles of Poverty 55 1% 18-25, 26-35 and 46-55 NoneD14 Rural Fringe 47 1% 26-35 and 36 to 45 NoneI35 Farming Heartland 41 1% 56-65 and 66+ 46-55I36 Ancestral Memories 23 1% 26-35 and 36-45 NoneI34 Rural, some commuting 15 0% 56-65 and 66+ NoneD17 New Areas 14 0% 18-25 and 26 – 35 36-45 and 56-65C12 Centres of Tourism 10 0% 36 to 45, 56-65 and 66+ NoneI31 Remote, Some Industry 10 0% 18-25 and 46-55 NoneG23 High Rise Residents 5 0% 56-65 and 66+ 26-35 and 36-45D16 Barracks Life 0 0% 26-35 and 36 to 45 18-25 and 46-55Total 4,049 100%7
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A Feasibility Study for theBlack Bo
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