Geodemographic segmentation
Page updated: 21/06/2024
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Background
A segmentation divides people into groups which are similar on chosen characteristics (such as demographics, needs, priorities, or common interests). It produces a set of groups where people in the same group are more similar to each other, but the groups are different. A geodemographic segmentaiton is calculated for where people live (based on theprinciple 'birds of a feather flock together'), so helps us understand the different types of communities in Bolton and how they are similar and different. We use it to tailor services and approaches so they are suitable for and appealing to the people who need or want them.
Acorn
Acorn groups poeple based on their likely needs, behaviours and opinions relating to a wide range of topics - those who are more similar are grouped together. There are 7 Categories, which are broken down into 22 Groups, and then broken down further into 65 Types.
- 1 Luxury Lifestyles (1% of Bolton population, 3% of UK population) The most affluent people in Britain, confident consumers with high levels of savings and investments, living in the most expensive properties. Main Groups in this Category in Bolton are:
- 1.C Upmarket Families (1% of Bolton population, 2% of UK population) Wealthy home-owning families living in large detached properties. Although there are not large numbers of people from this Group living in Bolton, those who do are most likely to live in Lostock & Ladybridge, with smaller numbers in Horwich East, and Doffcocker & Moss Bank.
- 2 Established Affluence (6% of Bolton population, 13% of UK population) Wealthy and successful people living in large houses which they own in affluent, high status areas of the country. Main Groups in this Category in Bolton are:
- 2.D Commuter Belt Wealth (6% of Bolton population, 10% of UK population) Well-off older families and empty nesters living in detached properties within easy reach of the major cities. These people are likely to be scattered around Dunscar & Egerton, Bromley Cross & Bradshaw, Lostock & Ladybridge, and Westoughton East.
- 3 Thriving Neighbourhoods (14% of Bolton population, 23% of UK population) Comfortable, stable families and empty nesters who have a good standard of living, on an income above the UK average. Main Groups in this Category in Bolton are:
- 3.F Mature Success (6% of Bolton population, 7% of UK population) Empty nesters living in comfortable detached homes, enjoying the endeavours of their earlier careers. These poeple are likely to live in Lostock & Ladybridge, Westhoughton East, Westhoughton Daisy Hill, and Horwich South & Middlebrook.
- 3.G Settled Suburbia (6% of Bolton population, 6% of UK population) Families in owner occupied semi-detached homes, living comfortably in the suburbs. These people are most likely to live in Eagley & Sharples, Harwood, and Doffcocker & Moss Bank.
- 4 Steadfast Communities (33% of Bolton population, 26% of UK population) This category contains much of middle of the road Britain with working families on incomes just below the UK average. Main Groups in this Category in Bolton are:
- 4.L Traditional Homeowners (10% of Bolton population, 6% of UK population) Secure older adults in semi-detached houses. These people are most likely to live in Little Lever, with smaller numbers in Breightmet South & Darcy Lever, and Harwood.
- 4.N Urban Diversity (13% of Bolton population, 3% of UK population) Young families and students in ethnically diverse urban centres. These people are most likely to live in Rumworth South, Gilnow & Victory, Rumworth North, Burnden & Great Lever, and Lever Edge.
- 5 Stretched Society (21% of Bolton population, 20% of UK population) Traditional working class areas of Britain containing younger families, flat sharers and students privately renting their homes. Main Groups in this Category in Bolton are:
- 5.Q Limited Budgets (7% of Bolton population, 5% of UK population) Young families and single parents with a high proportion socially renting their semi-detached home. These people are most likely to live in Harper Green, and Kearsley & Stoneclough, with smaller numbers in Highfield & New Bury, and Westhoughton West.
- 5.R Hard-Up Households (11% of Bolton population, 8% of UK population) Younger families struggling on low incomes in rented terraces. These people are most likely to live in Tonge, and Farnworth South.
- 6 Low Income Living (24% of Bolton population, 13% of UK population) This category contains the most deprived areas of towns and cities across the UK, with the lowest incomes. It contains a higher proportion of single people across the age groups, socially renting their flats. Main Groups in this Category in Bolton are:
- 6.S Cash-Strapped Families (17% of Bolton population, 8% of UK population Families and single parents with young children in socially rented houses, often claiming benefits. These people are most likely to live in Hall i' th' Wood, Breightmet North, Highfield & New Bury, Halliwell & Brownlow Fold, and Lever Edge.
- 7 Not Private Households (1% of Bolton population, 2% of UK population) These are areas where the bulk of residents are not living in private households. This category includes students in halls of residence, people living in care facilities and prisons, and business areas. These people are most likely to live in Central Bolton, Breightmet North and Burnden & Great Lever.
Find out more about Acorn at https://www.caci.co.uk/products/product/acorn
Other segmentations
Other segmentations are available. There is a free one 'output area classification', based on 2021 census data, which is included on the general purpose postcode lookup Geographies section of this website. Further information about the output area classification is available. This includes pen portraits and an overview of how the classification is spread across the Bolton population, together with other files.
The output area classification isn't based on as many datasets as Acorn, and each output area (a very small administrative area) is given the same group, so less granular than Acorn. However it can otherwise be used in a similar way and is available for everyone to use. Some potential uses include: identifying if users of a service are more or less likely to be from a particular group, bringing service users to life with pen portraits.