Download THE UK CONSUMER

THE UK CONSUMER
MARKET OVERVIEW
WHAT IS “BRITAIN”?
 Not one “nation” but several
 20% under age 15
 15% between 15 and 24
 Several social classes: A,B,C1, etc.
 Social class C1/C2 contains more than
50% of the population
INCOME AND WEALTH
 Poor post-war economic performance
followed by a long period of continuous
economic growth
 Affluence in general but many pockets of
extreme deprivation
 Low unemployment in general but with
pockets of high unemployment
MARKET SIZE AND STRUCTURE
 The market is large and expanding
 Ethnic diversity - much immigration in
recent years
 Around 25 million households (25% one
person, 33% two people)
 Seven major urban conurbations
 Rise of the service sector
MARKET FEATURES
 Social class is a very important
determinant of consumer behaviour.
Class in Britain is a CULTURAL
phenomenon
 Many ethnic segments, each requiring
separate analysis
 The consumer spend: housing and food
12% each; clothing and footwear 6%;
leisure 4%; travel 3%, tobacco 2.5%
ADVERTISING
 The UK is the EU’s 3rd most advertising
orientated country.
 Voluntary regulation through the ASA
 Adspend: TV 35%; newspapers 30%;
magazines 25%; outdoor 6%; radio 3%
 Biggest advertisers: food; retailers;
financial services; motor vehicles