Winding Down
The following section details the 5 Winding Down codes.
- Gardening Grandparents (8.4%)
- Reside throughout the UK except London and Northern Ireland
- Tend to live nearer the coast and further from town centres
- They read the Mail and Express, and are comfortably well off with savings and investments
- They enjoy gardening, and give to domestic charities
- They are responsive to direct marketing, making medium value purchases
- Farming Villagers (1.4%)
- Many of this group are farmers or work in agriculture
- They tend to be more set in their ways in terms of habits and attitudes
- Their car ownership is much higher than average
- They use a lot of mail order but probably out of necessity
- They are responsive to direct mail with high value purchases being made
- Rural Atolls (1.3%)
- Live in remote areas of Wales and the South West of England
- Many are farm workers or are retired
- Low car ownership but enjoy country pursuits
- Low responsiveness to direct marketing and low value purchasers
- Silver Sozzlers (3.6%)
- Live in the home counties and Anglia
- Tend to be old or very old, down to earth homeowners - backbone of Britain
- Lots of ex-professionals and managerial workers
- Solid Daily Mail and Express readers
- Give to domestic charities
- Most affluent of the Winding Down segments
- Extremely low internet usage
- Golden Gardeners (0.8%)
- Very old and traditional, with the majority living in Wales and the South West
- They live outside of towns, away from local amenities and possibly living in sheltered accomodation
- They are interested in gardening, walking and cooking
Overview
The Winding Down segment makes up 16% of the UK population, and tend to be aged over 60 with disposable income. They live primarily outside London, with lots living in the country. The majority is retired or winding down and they tend to have a better quality of life due to the 1950s mentality of little debt and more savings. 90% of the segment own their property, living in bungalows or detached houses, and their car ownership is higher than average.
Media & Shopping
The Winding Down group tend to read the Daily Mail or Express, are moderate users of mail order, and have a lower use of home grocery delivery than some other segments. They do give to charity but not third world, and they are more likely to have pay-as-you-go mobile phone contracts. They are light watchers of television, heavy listeners of radio, and are more likely take cruise holidays or those within the UK.
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