DEMOGRAPHICS

GEORGIA SCANNELL

SOC I O-ECO NOM I C G R O UP A :

WHO WORKS IN GROUP A?

HIGH MANAGERIAL

HIGH ADMINISTRATIVE

PROFESSIONAL (DOCTORS, LAWYERS ETC.)

(https://www.ipsos-mori.com/DownloadPublication/1285_MediaCT_thoughtpiece_Social_Grade_July09_V3_WEB.pdf)

They are classified as such due to their higher pay, and the seriousness and important nature of their jobs; these
people may have to handle accounts, businesses or even lives, and their salary reflects this.

LIFESTYLES:

Those in positions of this type will typically work long hours, and have little time for socialisation outside of the
work environment. This means that when they DO have time out of the office, they may be more inclined to spend
a higher amount on treating themselves and their friends at expensive restaurants and so on.

(http://abovethelaw.com/2014/09/being-a-lawyer-will-probably-ruin-your-social-life/)

Due to the high level of pay, full time professionals aged between 25 and 34-and often in financial sectors-are able
to use the gym on a regular basis (more than four hours a week. They may use 24 hour centres so that they have
the flexibility to exercise around their work.

(http://www.kantarmedia.co.uk/news-views/our-publications-(articles-and-white-papers)/tgi-fitness-fiends-who-is-the-british-gym-goer/)

A study conducted by The Guardian in 2004 shows that the majority of those within this boundary shop at
Waitrose. The higher prices and better quality food are more easily accessible to those with more substantial
wages, whilst the reputation of the store is indicative of their status-we see Waitrose, and associate it with the
well off.

(http://frenchteachernet.blogspot.co.uk/2012/04/supermarkets-and-social-class.html)

Resultant of their income, they are able to afford items which we would associate with their class, i.e. designer
clothing, expensive phones and computers, a large home etc. Furthermore, we can infer that holidays, such as
cruises, are not only within their budget but potentially tailored to them-they are an opportunity to relax without
the necessary hassle of flights and the like, with the opportunity to try new activities.

(http://www.pocruises.com/)

RADIO STATIONS:

Certain local BBC stations prove popular with the older members of this demographic, suggesting that they may enjoy having
area relevant news and information passed on to them, along with a wholesome array of gentle discussion and familiar music.

(http://downloads.bbc.co.uk/bbctrust/assets/files/pdf/our_work/local_radio/audience_research.pdf)

Heart FM has proved rather popular with younger audiences-particularly women-in the age range of 21 to 44 who are used to
juggling busy lives. Covering the majority of the UK, this station is available almost anywhere, meaning that news, music and
competitions are available to all. Due to the less formal nature of this network, it could be so popular as it makes for a break
from the confines and stresses of the workplace, whilst still providing regular updates.

(http://www.thisisglobal.com/radio/heart-fm/audience/#stats)

Broadcasting from London, where many high profile jobs are based, LBC proves to be popular with the upmarket, mature and
intelligent listeners. This could be as it is a continual discussion of topics that may affect them, with a strong emphasis on
providing news and information to those who tune in.

(http://www.thisisglobal.com/radio/lbc/audience/)

TV SHOWS:

The wealthier viewer is more likely to watch shows which have won at awards ceremonies such as The Golden Globes or The
Emmys (i.e. shows such as Modern Family or Breaking Bad). This may be as this enables them to remain up to date in regards to
what is popular and help them follow the trends which they may be eager to follow. Additionally, the subject matter can be
rather heavy in regards to the seriousness, so they may believe that they-in such important jobs, are better equipped to
comprehend and interpret the scenarios being played out. As these programs are likely to have large budgets and be worth
substantial amounts, the similarities in relation to the money pre-decide whether or not a show is worth their time.

(http://www.avclub.com/article/rich-people-like-modern-family-poor-people-like-bo-105633)

Furthermore, shows such as News Night may be viewed as a means of helping keep the viewer updated with current affairs, and
show how new legislation could effect them. As it airs relatively late at night, it fits around their schedule and does not need to
be recorded or the like-they can watch it as it airs without considering whether or not they will make it home in time.

NEWSPAPERS/MAGAZINES:

Those in socio-economic group A are likely to read newspapers which focus on their profession and provide more information
about the subject matter covered by their job, i.e. an Accountant may read the Financial Times, or a Doctor may read the
monthly British Journal of Hospital Medicine. This informs them of advancements in their field and notifies them of any areas of
concern (e.g. falling share prices, bad stocks etc.) These niche markets are made to directly trarget those employed in these
sectors.

As well as this, only 23% of those in this category read tabloid newspapers, suggesting that Broadsheets are the popular
choice. This is likely to be as these provide detailed information and are reflective of the readers intelligence-these supply us
with in depth looks at current affairs and points that may only be understood if one is well educated and knowledgeable about a
variety of topics. As the price is higher than a tabloid, to buy these daily, the buyer needs to have a larger budget to sustain

SO CI O EC ONOM I C GR O UP B:

WHO WORKS IN GROUP B?

TEACHERS

MIDDLE MANAGEMENT

RELATIVELY WELL PAID PROFESSIONALS

(http://www.marketresearchworld.net/content/view/2918/78/ )

Although not as well paid as their group A counterparts, those working in this category can still make a comfortable living.
Whilst these jobs are still important, they are not top authoritative positions, hence the responsibility-and pay-is less.

LIFESTYLE:

The hours associated with jobs of this nature are slightly more flexible, although still rather long. A teacher, for example,
may have to wake up at 5:00 am, before teaching until 3:30 pm and them planning and marking until 5:30 pm. The work
outside of the office can be based on what is occurring within work hours and the job, i.e. a class completing a science test
will make for a good deal of marking, whereas a bank manager may only have to tidy a few details up, or revise a document.

(http://www.theguardian.com/teacher-network/teacher-blog/2014/mar/20/teacher-timetable-day-in-the-life-primary-trainee )

Whilst they may still be able to afford similar items to those in group A, this will not always be the case, i.e. they will not
have the same luxurious mansion, Ferraris and quality of holiday-they will not have the best room/cabin in a five star hotel
or cruise liner. They will, however, be able to have a more modest home and will not necessarily struggle for money.

Earning between 35,000 and 50,000, they are able to spend on gym memberships, as this is still popular with those in this
group, home renovations, dinner parties with friends and days out with the family. As they do not have such restrictive
hours, they are more able to engage in hobbies and spend time with those they care about.

(https://neofalcon.wordpress.com/2010/11/13/the-socio-economic-statusthe-abc-scalethe-classification-of-employment/ )

Additionally, we are able to infer that those in this group are more likely to have a family (i.e. two children) as the average
amount earned corresponds with the figures above. They are likely to have two cars, something that is attainable with their
wages, live in a mortgaged house, and own a pet. They are, essentially, able to live the stereotypical family life due to their
pay and their spare time.

(http://news.bbc.co.uk/1/hi/7071611.stm )

RADIO STATIONS:

BBC Radio 2 has a target audience of over 35s, many of whom would also fall into group B-as they have progressed
through their working life and reached this more mature age, they have advanced through the ranks where they have
reached a position where they are able to earn a comfortable amount. It is also appropriate as it has a good balance
of music, news and conversation; this means that they can keep updated on relevant affairs, whilst being able to
unwind with the more relaxed elements.

(http://
www.telegraph.co.uk/culture/tvandradio/bbc/9838130/Radio-2-boasts-record-audience-as-older-listeners-flee-Radio-1.
html
)

TV SHOWS:

Shows such as Downton Abbey may prove popular with those in this category. Whilst this is still conforming to the
popular trends, it is less of a global phenomenon and more of a national treasure, meaning that it can be discussed
with friends and colleagues. It is also a higher class of television, so to speak. Unlike EastEnders, say, this is not a
group of people arguing, being promiscuous and dying but a strong story which engages viewers through the
characters and concepts.

(http://www.telegraph.co.uk/culture/tvandradio/9090759/How-middle-class-are-you-Take-this-quiz.html )

As they dedicate less time to work, they are able to be more flexible with their viewing and can watch shows as they
are broadcast. The BBC is largely accessible not only due to its variety (programs range from David Attenboroughs
The Hunt to Capital) but sensible in it schedules; rarely are the popular programs on late at night-unlike Sky Atlantic,
say, one does not have to stay up until midnight to watch a new episode. This is ideal for this class as they may have
to rise early to attend work. These are sophisticated shows with praised storylines, but less obnoxious than its group
A counterparts. Likewise, they are not as pretentious as the Sky Arts shows that they may watch in the preceding
category.

(http://www.bbc.co.uk/bbcone/programmes )

NEWSPAPERS/MAGAZINES:

The I Newspaper could prove popular for this group. As it is more concise than the typical broadsheet, it is easily
digestible and easy to read in between work, potentially raising a family and partake in any hobbies/sports. Although
it is still formal, it is not as severe as The Guardian, making it more approachable-and more popular-for readers.

(http://www.independent.co.uk/news/media/press/the-i-newspaper-records-largest-circulation-rise-9128809.html )

As they have more time to engage in pastimes, they may read niche magazines targeted towards these hobbies.
Angling Times, for example, claims that it is targeted towards ALL anglers meaning that they are able to increase
their knowledge irrespective of their ability. Additionally, they have the income to not only purchase these specialist

SOCIO-ECONOMIC GROUP C1:

WHO WORKS IN GROUP C1?

SUPERVISORS
JUNIOR MANAGEMENT
NURSES
BANK CLERKS

(https://
www.ipsos-mori.com/DownloadPublication/1285_MediaCT_thoughtpiece_Social_Grade_July09_V3_WEB.pdf )

LIFESTYLES:

Whilst the hours for a person in this class will work less hours, they can be irregular and this can vary, i.e.
a nurse may have to work during the night. Likewise, a supervisor or member of management in a store
such as Argos may have to arrive early to deal with any deliveries and stay late to sort returns or the like.

They are likely to earn between 25 and 35 thousand pounds a year meaning that they will have an income
large enough to sustain themselves and their families, but not so large that they can have the same
indulgences as those in the socio-economic groups above them. They are likely to live in a comfortable
suburban neighbourhood, in mortgaged home. This will be smaller than their higher counterparts, although
not miniscule or undesirable.

(http://www.businessballs.com/demographicsclassifications.htm )

Like with the B group, they are likely to have a family. This may be slightly larger due to there extra time,
and it is probable that they will spend a significant amount of time with these people. Additionally, they
may engage in hobbies, although these will be more restricted due to their income, i.e. they will not
necessarily be able to afford the best gym membership. Alternatively, they may choose to spend their
money on their childrens extra-curricular activities.

Furthermore, evidence suggests that throughout history those in group C1 are more likely to vote for the
labour party, with the exception being in 2010 when the conservatives attained the vast majority of their
votes. This demonstrates the changing position of those in this class in how they have been able to make
their money go further, hence feeling that the latter of the parties will help them more in terms of their
finances and quality of life.

(http://www.bbc.co.uk/bitesize/higher/modern/uk_gov_politics/elect_vote/revision/2 /)

RADIO STATIONS:
Those in group C1 are slightly less likely to listen to digital radio than those in groups A and B. This could be due to
their roles meaning it is less probable that they will be around a device with these capabilities. Whereas a business
man may be able to access the radio whilst working independently via their laptop or phone, or office speakers, a nurse
or supervisor does not have these abilities.
In regards to what they would listen to, Magic FM encompasses their interests. Not only does it play music from
previous decades which may keep the attention of the more mature listener in addition to playing newer, contemporary
songs for the younger audience member. As this is available online, and on traditional/in car radios etc., it is easily
accessible during their commute to work, or once they return home as an alternative to television. Furthermore, as well
as being a relaxing station to listen to, it continues to provide regular news, weather and travel updates; these could
prove essential to the person who must make journeys, is planning on leaving the house or just likes to remain up to
date.
(http://radioplayer.magic.co.uk/live/)

TV SHOWS:
Due to the nature of the hours worked by those in this class, how they consume television will be different. For
someone who works shifts, such as a nurse, on-demand viewing may be necessary as a consequence of the unsociable
hours they may be scheduled to do. A bank clerk, on the other hand, or those in white-collar nine to five jobs, may find
themselves able to watch when they want, or as the show premieres.
They may enjoy The One Show as it presents current affairs in a more approachable way, alongside items that could
prove to be of interest to them, i.e. wildlife at home, entertainment features and seasonal articles. Furthermore, it is
suitable to be watched by the whole family, meaning that it does not alienate members of the household. It is also on at
an accessible time (7:00pm) which helps see in the evening.
(http://www.bbc.co.uk/programmes/b007tcw7)
Additionally, the adults in the household may enjoy programming such as Broadchurch. Whilst this still has good
reviews and is known for its clever storylines, the locations and cast are more familiar than with CSI. For someone in
this class, this viewing is better suited to them as they are able to relate to the scenarios as they are closer to home,
and does not put the audience too far outside of their comfort zone. Likewise, this helps the audience stay up to date
with what is popular in television, without branching out to what is internationally acclaimed-it keeps the action close
to home, just as the viewer may like it.

NEWSPAPERS/MAGAZINES:
In terms of reading material, those in this group may favour a newspaper such as the Daily Express. As a mid-market
tabloid, it contains the high-profile news stories we would expect, alongside celebrity gossip and the like. Due to their

SOCIO -ECO NOMIC GRO UP C2:

WHO WORKS IN GROUP C2?
SKILLED MANUAL WORKERS
PLUMBERS
CARPENTERS
BLUE COLLAR PROFESSIONS
(http://www.nrs.co.uk/nrs-print/lifestyle-and-classification-data/social-grade /)

LIFESTYLE:

Making up approximately 25% of the population, the C2 group is one of the largest social demographics.
This tells us that the jobs present in this category are more available and better suited to the generalised
skillset of the country.

(https://prezi.com/vkg4mtkjqhql/socioeconomic-market-segmentation /)

Their pay will be less than those in higher up this scale, with the average income ranging from 15 to 25
thousand pounds (this may vary on rates etc.). Inevitably, they will not be able to afford the same quality
or type of item as those above them socially, for example, they may not have as nice a car or as big a TV.

(
https://neofalcon.wordpress.com/2010/11/13/the-socio-economic-statusthe-abc-scalethe-classification-of
-employment
/)

Contrary to the stereotypes, those in this class adamantly opposed smoking in the workplace. This
suggests that whilst they may not have the money to afford a gym membership, they are health
conscious in other ways. This is indicative of their awareness that if they cannot pay to work out, they
must look for alternative means to keep well.

(http://
www.ash.org.uk/media-room/press-releases/smoking-a-pleasure-or-a-killer-smoking-and-social-class )

Additionally, expensive holidays will not be accessible for those in this class. Instead of travelling to
distant foreign countries, staycations may be more suitable. For those with children, parks such as
Pontins could be selected as a way of trying new activities in one location and with a lesser price.

(http://www.pontins.com /)

 RADIO STATIONS:

Absolute Radio may be popular within this class as it has a variety of denominations which
cover a large number of music genres and decades. As the individual in this group is likely to be
more mature (i.e. skilled manual workers) this station plays the classics which may prove
popular with the listener who prefers older music, alongside modern songs for the audience
member who likes to stay updated with current hits.

(http://absoluteradio.co.uk/)

TV SHOWS:

Those in this class are most likely to watch their television live, meaning that they have less of
a reliance on Video on Demand. This could be due to the hours they work; they may not be as
long as those in group B, for example, and arrive home in time to watch what they want to as it
is shown. Alternatively, their funds may not stretch to having these facilities.

(http://www.thinkbox.tv/server/show/nav.914)

A popular show for those in this group could be Im a Celebrity . As it is a simple concept, it is
accessible for everyone, whilst featuring famous faces that may be recognisable for those in
this group who may also watch soap operas etc. As it is on terrestrial television, it is attainable
even if the viewer does not have On Demand services and fits in around their work hours.

NEWSPAPERS/MAGAZINES:

The person in this class may read the Sun newspaper as this does not solely focus on the news,
like The Guardian or Independent might. This is appealing to this class as they may not feel the
need to be reading as in depth studies of the world as their counterparts who may be more
immediately affected by it. Likewise, it will contain gossip and information relating to those in
the public eye, useful if they enjoy shows such as Im a Celebrity Additionally, it is far more
relaxed and does not rely on an extensive vocabulary or articles which analyse a situation in
detail, and from different perspectives. It can be used more as a way too wind down and relax
than the serious broadsheets. As well as this, it will be more suitable to their budget as it does
not cost a large amount each day.

(http://www.thesun.co.uk/sol/homepage/)

SOC I O-ECO NOM I C G R O UP D:

WHO WORKS IN GROUP D?
SEMI-SKILLED OR UNSKILLED MANUAL WORKERS
DRIVERS
ASSEMBLY LINE WORKER
MESSENGER
(http://www.marketresearchworld.net/content/view/2918/78/)

LIFESTYLE:

Research is increasingly demonstrating that the level of someones education helps decide which
socio-economic group they progress to. This suggests that those in class D have very few
academic achievements, and do not have the ability to progress up this hierarchy.

(http://sites.cardiff.ac.uk/issw/)

The pay will be significantly lower, ranging from 24 to 28 thousand pounds. This limits the
amount of products they can purchase and makes funding holidays more challenging. We can infer
that they are in a monotonous, tiring profession and are rewarded with a comparatively small pay
package. This also suggests that they are in rental accommodation (perhaps through the council)
as purchasing a home would push them out of their budget.

(https://
www.gov.uk/government/uploads/system/uploads/attachment_data/file/362345/20141007_Terms_and
_Conditions_of_MOD_Civil_Servants.pdf
)

Like with the previous groups, they may have a small family, although they will not have the same
privileges as those higher up this spectrum. This is, however, dependent on age; if this is a young
person developing their skills and learning a profession, they will likely not have children, whereas
if they are older and are permanently in this position they are more likely to have offspring.

Their work hours will typically be less than someone in the C group, say, as if they are a lorry
driver, for instance, they can only deliver when the businesses are open; this may not be late if it

 RADIO STATIONS:

Those in this group are likely to listen to local radio stations as their jobs may be involve
them traveling to different areas, and this signal may be the strongest. Additionally, these
will provide relevant travel information, so they can judge how long it will take them to get to
their next stop if they are a courier, say. As well as this, they can stay updated on the news
that is occurring where they are most frequently based.

For someone who is mostly located in Oxford, say, they may choose to tune into BBC Radio
Berkshire as this will not only provide them with music to work to, but traffic updates which
will help keep them on track, and on time

(http://www.bbc.co.uk/radioberkshire)

TV SHOWS:

Like with the C2 group, terrestrial television is most likely to be viewed by those in this class.
This is as Sky TV, for example, can be rather expensive and not attainable on the small
budget that they will work with. Once they have paid the rent, electricity and heat bills etc.
they may not have enough left over to pay for more channels.

Programming such as EastEnders may prove popular as it presents relatable circumstances,

albeit in an exaggerated manner; they are also struggling financially and have to work hard
for what they have. As such, they may feel that their interests and situation is being
represented which will help create a level of respect from the viewer towards the show.

NEWSPAPERS/MAGAZINES:

Those in this demographic may favour tabloid newspapers such as The Daily Mail as it
conveys the news in an understandable and approachable way. Likewise, it will keep the
reader up to date with the sporting world; a genre which may be closely followed by the a
significant number of those in the D group, especially Football. Furthermore, it does ot use
overly complicated language, or explore a subject in unnecessary detail.

(http://www.dailymail.co.uk/home/index.html)

SOCIO-ECONOMIC GROUP E:
WHO WORKS IN GROUP E?
PENSIONERS ON STATE PENSIONS
CASUAL LABOURERS
STUDENTS
THE UNEMPLOYED/THOSE ON BENEFITS
(http://a2mediagroupproject.blogspot.co.uk/2012/03/socio-economic-groups.html )

LIFESTYLE:
Inevitably, their income will be significantly lower; they will not be able to afford
many of the luxuries those in the classes above them will. They will most likely
have no holidays, and live in a small flat or house, rented out by the
council/independent landlord. Most of their money will be spent on maintaining
their home (paying bills etc.) with the rest going towards food costs.
Studies have shown that those in these lower socio economic groups may suffer
with ill health more than those higher up the spectrum. We can infer that this may
be due to their inability to afford gym/sports memberships and high quality/fresh
food.
(http://
disability-studies.leeds.ac.uk/files/library/graham-socioeconomic-inequalities.pdf )
Those in this category are unlikely to have their own family. This is as they will
either be too young, in the case of students. In regards to pensioners, they may
have children, and grandchildren, but will not live with them. They may, however,
reside with their partner.

 RADIO STATIONS:

As youths form a large proportion of this group, BBC Radio 1 will be a popular choice for them to listen to.
Primarily, it plays the current music that they may be interested in, whilst also having a less informal, and
more understandable, news section. This ensures that they stay up to date with the relevant information,
without the feeling that they are being preached to or lectured by a presenter who seems to continually
describe and explain the situation.

(http://
www.bbc.co.uk/radio1#live/timestamp/2015-11-30T03:42:13+00:00/unq/1448867810348/direction/back )

The older listener may listen to BBC Radio 2. It plays a variety of music, including songs that will be familiar
to them, whilst also containing a level of conversation. This is appealing as it means that they can hear
humorous discussions to lighten the mood, as well as knowing what is going on in the world. Additionally,
there is no content that could be deemed as offensive, meaning that they can listen to it with their
Grandchildren.

(http://www.bbc.co.uk/radio2 )

TELEVISION SHOWS:

Like with those in D group, they may be limited to terrestrial television as they cannot afford satellite. In the
case of the older viewer, however, they may not feel the need to have so many channels. Even with these
limitations, they will develop regular viewing habits.

A retired individual, for example, may always watch Bargain Hunt and The Chase, before having dinner and
doing chores, before Coronation Street starts. The latter of these programs is extremely popular in this
category, suggesting that they can see similarities in their own situations, and the dramatized variations.
Additionally, if they do not have access to channels such as Sky Atlantic with acclaimed programming, shows
such as this will subsidise that loss.

(http://www.slideshare.net/Jerasica_99/coronation-street-appeal )

NEWSPAPERS/MAGAZINES:

The Daily Star may prove popular with this group as it is cheap enough to fit comfortably inside their
budget, and does not continually emphasise the serious issues of the world. When a person is young, or
more mature, they do not wish to focus on the negatives, but positives and the light-hearted. This is as they
are either not old enough to realise the important nature of these affairs, or have already experienced a
lifetime of these terrible events.

(http://www.dailystar.co.uk /)