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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

THE UK CONSUMER

MARKET OVERVIEW

what is britain
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
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
market size and structure
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
market features
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%
advertising
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