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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.

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THE UK CONSUMER

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  1. THE UK CONSUMER MARKET OVERVIEW

  2. 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

  3. 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

  4. 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

  5. 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%

  6. 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

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