Credit Crunchers
The following section details the 6 Credit Cruncher codes.
- Smoking Singles (4.4%)
- Younger females, more likely to be on state benefits
- Smokers living in council properties
- Low responsiveness to direct marketing and low value purchasers
- Use the Internet for gambling and social networking
- Shop at downmarket supermarkets and discount stores
- Council Elders (2.6%)
- Older people living in council flats
- High percentage living in Scotland and the North of England
- Very little response to direct marketing and low internet usage
- Tower Block Townies (2.8%)
- Youngest, healthiest and wealthiest of the Credit Crunchers
- Most living in council or ex-council property, close to poor performing schools
- Low usage of direct marketing but mid value purchasers
- Highest internet usage of the Credit Crunchers
- Peripheral Survivors (5.6%)
- Credit Crunchers with the highest level of home ownership
- Likely to live outside of London and on the periphery of towns
- Tend to have a lower income and are likely to be older with families
- Low responsiveness to direct marketing but mid value purchasers
- Use the Internet for price comparison websites
- Mortgage Misery (5.8%)
- Lowest level of council tenancy
- Likely to be suffering financial stress due to mortgages and additional loans
- Young, semi-skilled workers with families
- Low responsiveness to direct marketing but medium value purchasers
- Use the Internet for social networking
- Struggling Semis (5.0%)
- Reside mainly in the North of England and Wales
- Those with mortgages likely to be struggling to obtain more funds
- Low responsiveness to direct marketing and low value purchasers
- Use the Internet for social networking
- Shop at downmarket supermarkets
Overview
The Credit Crunchers make up 28% of the UK population and are deemed to be the lowest of the social demographic groups. They are broadly made up of young mothers and old age pensioners, across all areas of the UK excluding the South East and South West. Over half of the Credit Cruncher population lives in council properties, mainly terraced housing or flats, in areas with higher than average crime rates.
Media & Shopping
Credit Crunchers tend to be offer chasers, using little mail order but preferring to pay in instalments when they do. They are likely to shop at very downmarket supermarkets and very rarely donate to charities, aside from Children in Need and Comic Relief. They read tabloid newspapers, have pay-as-you-go mobile phone contracts, and take low cost package holidays to Spain, the Mediterranean and the UK. They have high television viewing but low Internet usage and cinema visits.
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