Open Access

Data Available

Demographics and Lifestyle

Readership data can be crosstabulated against a wide range of demographic and lifestyle indicators, including:

Sex

• Men
• Women

Age

• 15-17
• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+

Plus any combination of individual ages from 15 to 99.

Social Grade

• A
• B
• C1
• C2
• D
• E

Definitions of Social Grade

Region

Standard region:

• North
• North-West
• Yorkshire and Humberside
• West Midlands
• East Midlands
• East Anglia
• South-West
• South-East
• Greater London
• Wales
• Scotland

Plus ITV Regions and ISBA Marketing area.

Marital Status

• Single
• Married/Living with partner
• Widowed
• Divorced/Separated

Children

Presence and age of children in household:

• 0-23 months
• 2-4 years
• 5-10 years
• 11-15 years
• 16-20 years
• 21+ years

Education

Terminal education age.

Qualifications

Highest qualification obtained.

Tenure on home

• Owned outright
• Mortgage/loan
• Rented from Council
• Rented from someone else
• Rent free/tied house

Working Status

• Work full-time (30+ hours per week)
• Work part-time (8-29 hours per week)
• Work part-time (Less than 8 hours per week)
• Unemployed
• Retired from full-time job
• Not employed
• Student

Employment Status

• Self-employed
• Managers
• Supervisors
• Other employees
• Size of Establishment

Occupation

Standard Occupation Classification.

Industry

Standard Industry Classification.

Income

• Net annual income after deductions - Informant's own income
• Income of Chief Income Earner in household.

Shopping

Responsibility for shopping for food, and weekly expenditure on food, drink and groceries.

Ethnic origin

• White
• Black – Caribbean
• Black – African
• Black – Other
• Indian
• Pakistani
• Bangladeshi
• Chinese
• Asian – other
• Other ethnic group

Languages

Which of 19 languages spoken other than English.

Geodemographics

• Sagacity
• Acorn
• Scottish Acorn
• Financial Acorn
• Mosaic
• Scottish Mosaic
• Financial Mosaic

Motoring

Number of cars owned, when bought, new or second-hand, private or company, involvement in decision making etc.

Items in home

Ownership of computers, mobile phones, home entertainment systems etc.

Travel

Number of holidays in Britain and abroad, types of holiday etc., Business travel

Financial

Ownership of:

• Credit cards
• Banking accounts
• Investment products
• Stocks and shares
• Personal pensions
• Private healthcare

Future plans

Next 6 months:

• Getting married
• Having a baby
• Retiring
• Moving job
• Moving home
• Buying a new car
• Spending £500 or more on home improvements