Acorn profiles: Educated Urbanites profile Category 2 Group E Types 15, 16, 17, 18, 19

(5.5% of UK population)
young people
highly qualified
professional/managerial roles
live in flats in major cities
high incomes working to purchase their flats/ renting with high disposable income
significant purchase would be expensive car
use public transport
take full advantage of city life going out regularly
enjoy restaurants, theatre and the arts
informed about current affairs
read The Guardian, Financial Times and Independent
holiday frequently
‘these people have the world at their feet and plenty of money to enjoy it.’ (Acorn, 38:2006)


Type 16 Prosperous Young Professionals, Flats
This group is heavily populated with 25-29 year highly qualified individuals working in either professional or managerial roles.
40% of this group have chosen to live alone but a large proportion also share large properties with other individuals. The trend is more focussed towards renting properties rather than buying in this group which reflects the transient nature of these communities.

Leisure time is of importance to this group to counter balance their working attitude. Maximising time is done through internet shopping for many purchases including online grocery purchase.

This group has a high media usage of the press. The two most widely read newspapers are The Guardian and The Financial Times with the Observer and The Sunday Times popular weekend choices.
Digital TV ownership is on par with the UK average but the most interest for this group is theatre/arts and cultural sector.

This group maximises free time from work through holidaying in both winter sun and snow, weekend breaks and long haul trips.


Key points:
Media usage: clear choice of papers- The Guardian, Financial Times
Contract mobile phones with high usage- Text message advertising opportunity?
Keen interest in theatre/cultural/arts
High interest in the cinema- advertising opportunity?
Above average in interest in fashion/clothes- appreciates trends.

Type 17 Young Educated Workers, Flats
This type is dominated by the twenty-something well qualified worker or student. The level of NVQs, A-levels and degrees is above average for this type.
The majority of this type are just starting out with their careers reflected in the modest incomes however this should continue to rise as they climb the career ladder.

A common interest is self-improvement and education with time being dedicated to both however the busy nature of these people is counterbalanced with the love for socialising in bars, restaurants and coffer shops as a means of relaxation.

The media purchase habits of this type do not follow a distinct pattern however when purchasing newspapers The Guardian and Independent are a popular choice.


Key points:
Very large interest in the cinema- advertising opportunity?
Above average interest in the theatre/cultural/ arts
enjoy more than 2 holidays a year- leisure time is important
large amount of this type have a £30+ mobile phone bill showing handset is in high use- advertising opportunity
The Guardian and Financial Times are the most popular newspaper choices.
Public transport, walking and cycling are the modes of getting around.