This information comes from the ACORN marketing classification of the Great Bradley post code. Is it really us?  To have a really good look round the village click here

Southern entrance to the village

Likely characteristics

The area is classified as Type 27: Rural Areas, Mixed Occupations. Just 3.5% of the UK population is classified in this way. People in these neighbourhoods work in agriculture, in crafts and also in a range of white collar occupations. 31% of the population of the Shetland Islands is in this ACORN Type and it is also very common in Lincolnshire, Cornwall and Norfolk.

Demographics

The age profile of these areas is slightly older than average, with 13% more 45 - 64 year olds and 17% more 65+ year olds. The proportions of 5 - 4 and 25 - 44 year olds are, however, very close to the national average. There is a broad mix of household types, although the proportion of single person households is below average and that of couples, with and without children, is above average.

ACORN Type 27 has over 4 times the national level of agricultural employment. Other socio-economic features, which are characteristic of rural neighbourhoods, are high proportions of self-employed people and people working at home. There are fewer than average professionals, but the proportion of managerial workers is 22% above average. There is also a 14% above average proportion of workers in crafts and related industries. Women in couples are more likely to be working part-time or not working than to be working full-time.

People here are more likely than average to respond to direct mail, although they are much less keen on radio commercials. Their responsiveness to television advertising is average. They like to get off the beaten track when they go on holiday. They are less likely than average to buy new brands when they see them.

The tenure profile is very mixed with all forms of housing tenure represented. The level of outright home ownership is 40% above average, while the proportion of homes being purchased by mortgage is the same as nationally. The level of unfurnished rented accommodation is 63% higher than average. As would be expected, there are very few flats in these areas. Some 44% of homes are detached, a level over twice the national average, while the remainder are semi-detached or terraced.

Evergreen Lane

Car ownership levels are high, with a 60% higher than average rate of 3+ car ownership. Cars are very important in these areas and the average weekly mileage driven is extremely high. The proportion of new cars is 60% above average, though people are also more likely than average to hold onto their cars for a long time. Purchase rates for the vast majority of Durables are below average. The only items which are bought more often in these neighbourhoods than on average are golf clubs, tumble dryers and fridges. The proportion of homes having secondary glazing fitted is almost 3 times higher than average.

Incomes are modest in these areas, peaking in the £15-20,000 per annum band. These are perhaps relatively unsophisticated areas in terms of Financial products; there is very little new account opening activity, people are more likely than average to have non-interest bearing current accounts and the penetration of investment products is low relative to income levels. About 31% more people than average, however, have a personal pension plan reflecting the high levels of self-employment in these areas.

27% more homes than average have satellite television. Being rural areas, the penetration of cable television is virtually non-existent. Readership levels of most newspapers are low, although a few titles such as The Telegraph, The Express and The Sunday Express have higher than average readership. Both ITV viewing and commercial radio listening are light.

People here are less likely than average to go on holiday. If they do go away, they are much more likely to go caravanning or to stay in their own holiday home or timeshare. People are much more likely than average to spend time working in their gardens - greenhouse ownership and garden expenditure are both higher than average. Propensities to eat and drink out are very low and people are also less likely than average to have a drink at home. Participation rates for most sporting activities are average, but shooting, windsurfing and ten-pin bowling are particularly popular in these areas. People here are much less likely than average to visit theatres, cinemas and so on but this must be due at least partly to lack of access to cultural activities.

As might be expected in rural areas, where shops are usually some distance away, there is very little grocery shopping on a daily basis and cars are widely used. Deep freezer ownership is very high although usage of freezer centres is below average. Frozen food consumption is, on the whole, much lower than average with the exception of fish fingers. Consumption of most packaged goods is lower than average, except flour and dog food. Fresh meat and sausages, however, are consumed much more heavily than average. Beer consumption is low but most wines and spirits, except vodka, are drunk more than average. Port is particularly popular

Fox Green in the snow

If you would like to find out more about ACORN CACI, or how this information is collated and used, please visit www.caci.co.uk