Media usage of different acorn profiles

Following the start of my research into the different types of media available and what the restrictions of each type I thought it would be interesting to consider who uses what media and in what context. Lifestyles denote what some somebody is subjected to in the form of advertising so I researched 2 neighbourhood profiles on upmystreet.com to analyse the media usage of each acorn profile. My thoughts follow after each profile.

N2 0DQ
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be affluent urban professionals living in flats. These are known as type 15 in the ACORN classification and 1.17% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found primarily in London (Wandsworth, Hammersmith and Fulham, Merton, Kensington and Chelsea, Richmond-upon-Thames and Ealing) as well as in Oxford, Cambridge and Edinburgh. Here is an overview of the likely preferences and features of your neighbourhood:
These people live in affluent urban areas, where large attractive houses have often been converted into flats. Whilst many do own their home, the proportion of rented accommodation is relatively high.

People in this type are very highly qualified; one in four have postgraduate and professional qualifications. They work in professional and senior managerial occupations, with many spending very long hours at work.

Most residents are either young singles or couples. There are very few children and those there are tend to be under five, which suggests that young families move on from these areas.

As one of the highest earning types, they have relatively high disposable incomes. They invest in a broad range of products including high interest accounts, ISAs, and stocks and shares. They are comfortable using the Internet to do their financial research.

In the winter, this type is the most likely to go skiing. They will then take at least one other holiday, which is usually foreign and often far-flung. When at home they take advantage of the range of theatre and arts available to them from living in the city. They also enjoy good food and wine, both at home and in restaurants.

They are interested in current affairs and are very likely to buy a daily paper, which they probably read as they commute to work. They usually choose from The Guardian, Independent, The Times and Financial Times. At the weekend they like The Sunday Times and Observer.

My analysis:
From the above analysis media usage in this area primarily takes the form of the press and Internet. The daily commute suggests most people would consume a large amount of adverts and have a high disposable income. Combined this would allow them to purchase products that they have seen advertised but the products would have to suit their more luxurious lifestyle. Further more the low amount of satellite TV in the area suggests these residents are not fussed by a large amount of channels and therefore would not be reached through specialised channel advertising.

SN6 6ET
Local area
Full neighbourhood profile
Often, many of the people who live in this sort of postcode will be established home owning workers. These are known as type 30 in the ACORN classification and 3.64% of the UK’s population live in this type.
Neighbourhoods fitting this profile are found in Wolverhampton, Dudley, Darlington, Stoke, Rotherham and Mansfield. Here is an overview of the likely preferences and features of your neighbourhood:
These traditional blue-collar neighbourhoods contain predominantly married couples, families with older children and some empty nesters.

Formal educational qualifications are below average. People tend to work in routine occupations in manufacturing and retail, in a mixture of skilled, semi-skilled and manual jobs. Family incomes are average, and the main income is often supplemented by female part-time working.

Smaller semi-detached houses, usually with two or three bedrooms, are most common and account for two thirds of the housing stock in this type. Half of householders are buying their property on a mortgage with another third owning outright.

Most households have access to a car but usually a smaller, inexpensive model, possibly bought second hand.

These people are likely to take one main holiday a year, probably a packaged holiday to the Mediterranean or a camping or caravanning holiday in the UK.

Watching TV is a popular leisure activity, as is going to the cinema and sometimes bingo. Doing the football pools, gardening and visiting the pub are also common. Tabloid newspapers are favoured reading, and many listen to Radio 2.

My analysis:
This profile suggests a high media usage in the form of television and tabloid newspapers. The routine occupational jobs suggest transport is either public or by car but the journey time is likely to be moderate. This would then imply the resident of these areas is not consuming as many outdoor adverts as the previous profile but would be more exposed to the radio whilst commuting. The enjoyment of cinema visits allows for advertising consumption in this environment whilst the lack of young children in the area would suggest that when the television is on it would be on an adult channel and not a children’s channel.