P: My Patch of London Soil

I like this a lot. For the record, though - I ONLY read the FT on the weekend...

Often, many of the people who live in this sort of postcode will be prosperous young professionals living in flats. These are known as type 16 in the ACORN classification and 1.03% of the UK’s population live in this type.

Neighbourhoods fitting this profile are found primarily in Inner London in Westminster, Camden, Islington, Haringey and Hackney as well as in Brighton, Bristol, Glasgow and Edinburgh.

Here is an overview of the likely preferences and features of your neighbourhood:

Family income Very high
Interest in current affairs Very high
Housing - with mortgage Low
Educated - to degree Very high
Couples with children Very low
Have satellite TV Low

These young people live in urban areas in purpose built and converted flats.

This group has the highest levels of people aged 25-29. They are very highly qualified, and are making their way up the career ladder in the professions and managerial roles. They earn high salaries.

40% of people live alone. There are also high numbers sharing larger properties. They are typically renting rather than buying, which reflects the more transient nature of these communities.

They are hard working and as a result make optimum use of their leisure time. They are twice as likely to use services such as ordering their groceries online for home delivery, and the Internet for shopping.

These people are keen readers and have wide interests which include art, music, the theatre and cinema. They also eat out regularly in restaurants and pubs. They really like to travel abroad and will take the full range of holidays including winter sun and snow, weekend breaks and long haul trips.

Given their high incomes, they do invest some of their money in a broad range of investments. They are keen users of credit cards for their purchases, with high monthly spend and correspondingly high credit limits.

This type more closely follows current affairs than any other. Like other urban groups, they will buy a daily paper to read on the way to work and will choose from the Financial Times, The Guardian and Independent. On Sundays they choose the Observer and The Sunday Times.