March 2021 Rachael Bedford - Business Isle of Man
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March 2021 Rachael Bedford Dan Parr Consultant Vice President
CONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
CONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
INTRODUCTION
INTRODUCTION
CACI has been instructed by the Business Agency within the Department for Enterprise of the Isle of Man
Government to create a bespoke demographic segmentation of the Island. This will be used to gain knowledge
of which areas the Isle of Man is most similar to in the UK, for marketing and other purposes.
The analysis will include:
▪ Creating a correlation model from census data to discover which census districts of the Isle of Man are most like
which postcode sectors in England and Wales. An Acorn profile of the Isle of Man is then calculated from the
dominant Acorn groups of the most similar postcode sectors.
▪ Creating a separate correlation model out of the discovered Acorn profile of the Isle of Man to match it to towns
across the UK.
Acorn is CACI’s consumer segmentation model. Acorn combines geography with a wide range of demographics and lifestyle data
sources to group the entire population into 5 Categories, 17 Groups, and 62 Types. For the purpose of this report, we are focussing
on Group level.
CONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
WHY THE ISLE OF MAN? Your Customer; The population of the Isle of Man sits at over 83,000 people. The Isle of Man enjoys an affluent Acorn profile, highlighting the high spending power the residents of the island have . Unemployment in December 2019 was lower than 2.4% compared to 5% in the UK. The Island is not only occupied by Executive Wealth groups, but in Douglas there is a high proportion of Career Climbers and City Sophisticates who have above average disposable incomes. The demographic of the island sits in line with towns in the UK such as Brentwood, Harrogate and Winchester. Retail Landscape; Being an island, The Isle of Man offers an environment with less competition and cannibalisation due to a closed market. There are many established brands already on the island;
EXECUTIVE SUMMARY
A bespoke correlation model was built to map areas in the Isle of Man to their corresponding, most similar areas in England and Wales. The dominant
Isle of Man Acorn
Acorn groups of these areas were found, and then attributed to areas of the Isle of Man.
The Isle of Man possesses a highly affluent Acorn profile. All but two areas outside of Douglas were found to be in the most affluent Acorn categories.
Profile
The two that were not were Countryside Communities.
Douglas also enjoys an affluent Acorn profile overall. Its demographics are more mixed though, as can be seen by the presence of eleven different
Acorn groups as opposed to three on the rest of the Island.
This affluent demographic is positive for any retailer or caterer looking to locate in the Isle of Man. In particular, Executive Wealth groups expenditure
per person per week is +17% more than the UK average.
A total of seven locations have been chosen for comparison to the Isle of Man. These have been chosen based on a similar demographic as well as
Similar Areas
population size. Four larger cities have also been included to provide a wider context.
study
The Isle of Man correlates strongly with wealthy towns such as Harrogate, Sevenoaks and Winchester. This is because of the high proportion of Affluent
Achiever Acorn Groups, as well as holding similar populations.
Although the Isle of Man has a smaller population than some of the larger cities, the Island has a wealthier population and therefore presents a great
opportunity for retailers and caterers to capitalise on this if they were to locate in the Isle of Man.
CONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
METHODOLOGY
A bespoke correlation model was built to map areas in the Isle of Man to their corresponding, most similar areas in England
and Wales*. The dominant Acorn groups of these areas were found, and then attributed to areas of the Isle of Man.
POSTCODE SECTOR CORRELATION ACORN
DATA PREPARATION
ANALYSIS MODEL CATEGORISATION
The Isle of Man census data The dominant Acorn group
The analysis was performed
was matched to CACI’s A correlation model was of the most correlated
at postcode sector level.
census data so it was like-for- created which would pair Isle postcode sectors was then
Over 8,000 UK postcode
like and formatted in the of Man areas with their most attributed, and the Acorn
sectors were compared with
same way so it could be used similar UK postcode sectors. profile for the Isle of Man was
the Isle of Man.
for analysis. complete.
*Only England and Wales were used because their census’ matched closest to the census data provided.
CONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
ACORN MAP OF THE ISLE OF MAN
The Isle of Man possesses a highly affluent Acorn profile. All but two areas outside of Douglas were found to be in the most
affluent Acorn categories. The two that were not were Countryside Communities.
SUMMARY OF FINDINGS Isle of Man Dominant Acorn Groups
- The majority of the Isle of Man was
highly correlated to Affluent Achievers
Acorn Groups (Executive Wealth &
Mature Money).
- Executive Wealth and Mature Money are
both affluent groups, highlighting the
prosperous demographics of the Island.
- Jurby and Bride (towards the north of
the Island) correlate mostly with
Countryside Communities. Again this
group is wealthy, however we see that in `
England and Wales, they settle in more
rural areas.
- This indicates a demographic presence
of the kind that is wealthy, educated and
semi-rural. This correlation was made
purely by attaining the same census data
in England and Wales and seeing which
areas were most similar.
*Only England and Wales were used because their census’ matched closest to the census data provided.
CACI AcornISLE OF MAN ACORN PROFILE – INCLUDING DOUGLAS
The Isle of Man is most similar in census data to Affluent Achievers. Despite this, there are some pockets of other Acorn
Groups that live in the Isle of Man.
Acorn Category Acorn Group EXECUTIVE WEALTH
Lavish Lifestyles • This Acorn group is hugely over-indexed in
Affluent Executive Wealth
the Isle of Man in comparison with the UK.
• By understanding the Isle of Man’s census
Achievers data, it was found that that a large proportion
Mature Money
of the demographic in the Island are similar to
Rising City Sophisticates Executive Wealth.
Prosperity Career Climbers
Countryside Communities MATURE MONEY
Successful Suburbs • There were seven census districts outside of
Comfortable Steady Neighbourhoods Douglas that were categorised as Mature
Communities •
Money.
This makes the Isle of Man index higher than
Comfortable Seniors
England and Wales in this group, which is
Starting Out generally wealthier but made up of older
parts of a community.
Student Life
Financially Modest Means
COUNTRYSIDE COMMUNITIES
Stretched Striving Families
• Jurby and Bride matched closest with
Poorer Pensioners Countryside Communities in England and
Wales.
Young Hardship • These are typically sparsely populated areas
Urban Struggling Estates
Isle of Man or small villages.
Adversity UK
Difficult Circumstances
- CACI AcornACORN MAP OF DOUGLAS
Douglas also enjoys an affluent Acorn profile overall. Its demographics are more mixed though as can be seen by the
presence of eleven different Acorn groups as opposed to three in the rest of the Island.
SUMMARY OF FINDINGS Isle of Man Dominant Acorn Groups
- The Acorn profile of Douglas is more
diverse than the rural areas of the Island.
- Portions of the coastline in Douglas are
aligned demographically to City
Sophisticates and Career Climbers.
These groups are likely to be also found
in major cities in the UK such as London,
Manchester and Leeds.
- In addition to these groups, there are
pockets of groups that are similar to
Financially Stretched in Douglas. `
- Executive Wealth is still the most present
Acorn group in Douglas, similar to the
whole Isle of Man.
*Only England and Wales were used because their census’ matched closest to the census data provided.
CACI AcornCONTENTS
4. Isle of Man Acorn Profile
UNDERSTANDING CORE ACORN
GROUPS
The core Acorn Groups have been chosen
based on the fact that they make up the
majority of the residents and shoppers on the
Isle of Man. Executive Wealth, Mature Money
and Countryside Communities form almost
two thirds of households on the Island.UNDERSTANDING YOUR CORE ACORN GROUPS
Executive Wealth Mature Money Countryside Communities
Household income is Household income is Household income is
+63% higher than +17% higher than +3% higher than the
the UK average the UK average UK average
Total expenditure per person per Total expenditure per person per Total expenditure per person per
week is week is week is
+17% more than the +2% more than the +2% more than the
UK average UK average UK average
Spend on Clothing & Footwear: +27% Spend on Clothing & Footwear: +6% Spend on Clothing & Footwear: +11%
Spend on Catering & Hospitality: +20% Spend on Catering & Hospitality: +4% Spend on Catering & Hospitality: +3%
Spend on Culture & Leisure: +26% Spend on Culture & Leisure: +10% Spend on Culture & Leisure: +8%
vs UK average vs UK average vs UK average
CACI AcornExecutive Wealth 6.5M 12.3%
UK Adults of UK
High income people, successfully combining jobs and families. These are wealthy families living in larger detached or semi-detached
properties either in the suburbs, the edge of towns or in semi-rural locations.
DEMOGRAPHICS BRANDS
SHOPPING
Children at
Age range
home
45-64 2 LEISURE
House tenure Family structure WEBSITES
Owned
Couple
outright
DIGITAL
Number of House type
beds ATTITUDES
Detached
4 I worry about
online security
Shopping online makes
my life easier
I couldn’t live without the
internet on my mobile
58% 58% 31%
UK average: 55% UK average: 53% UK average: 34%
FINANCIAL PROFILE
KEY INTERNET USAGE TECHNOLOGY USAGE
Household income % Disposable income Financial situation
This group are more This group are more This group are more
UK London UK London
likely to likely to purchase likely to own an
£60k £63k 50% 49% Running Saving browse for hotels holidays online iPhone
Average: £40k Average: £44k Average: 44% Average: 39%
into debt a lot onlineMature Money 4.9M 9.3%
UK Adults of UK
Older, affluent people with the money and time to enjoy life. These people tend to be older empty nesters and retired couples. Many
live in rural towns and villages, others live in the suburbs of larger towns. They are prosperous and live in larger detached or semi-detached
houses or bungalows.
DEMOGRAPHICS BRANDS
SHOPPING
Children at
Age range
home
65+ 0 LEISURE
House tenure Family structure WEBSITES
Owned
Couple
outright
DIGITAL
Number of House type
beds ATTITUDES
Detached
4 I worry about
online security
Shopping online makes
my life easier
I couldn’t live without the
internet on my mobile
58% 52% 26%
UK average: 55% UK average: 53% UK average: 34%
FINANCIAL PROFILE
KEY INTERNET USAGE TECHNOLOGY USAGE
Household income % Disposable income Financial situation
This group are more This group are more
UK London UK London
likely to likely to purchase This group are more
£46k £50k 54% 51% Running Saving research home event tickets likely to own a tablet
Average: £40k Average: £44k Average: 44% Average: 39%
into debt a lot
insurance online onlineCountryside Communities 3.4M 6.4%
UK Adults of UK
Older people with leisure interests reflecting rural locations. These are areas of the lowest population densities in the country, ranging
from remote farming areas to smaller villages and housing on the outskirts of smaller towns.
DEMOGRAPHICS BRANDS
SHOPPING
Children at
Age range
home
65+ 0 LEISURE
House tenure Family structure WEBSITES
Owned
Couple
outright
DIGITAL
Number of House type
beds ATTITUDES
Detached
4 I worry about
online security
Shopping online makes
my life easier
I couldn’t live without the
internet on my mobile
57% 53% 25%
UK average: 55% UK average: 53% UK average: 34%
FINANCIAL PROFILE
KEY INTERNET USAGE TECHNOLOGY USAGE
Household income % Disposable income Financial situation This group are more likely
to This group are more This group are more
likely to purchase
UK London UK London
browse for likely to subscribe to
£42k n/a 53% n/a Running Saving
gardening products home insurance Sky TV
into debt a lot
Average: £40k Average: £44k Average: 44% Average: 39% online onlineCONTENTS
4. Isle of Man Acorn Profile
UNDERSTANDING OPPORTUNITY
ACORN GROUPS
The opportunity Acorn groups have been
chosen due to the fact that there are a high
proportion of these groups living in Douglas.
City Sophisticates and Career Climbers are
more likely to engage with catering
businesses and also with relevant and exciting
retail brands.2 D City Sophisticates 1.9M 3.6%
UK Adults of UK
Younger individuals enjoying the city lifestyle with lots of opportunities to socialise and spend. These affluent younger people
generally rent flats in major towns and cities. Whilst incomes are well above average, their level of disposable income is restricted due to
high rents.
DEMOGRAPHICS BRANDS
SHOPPING
Children at
Age range
home
25-44 0 LEISURE
House tenure Family structure WEBSITES
Privately
Single
renting
DIGITAL
Number of House type
beds ATTITUDES
Flat or
1 maisonette I worry about
online security
Shopping online makes
my life easier
I couldn’t live without the
internet on my mobile
54% 64% 47%
UK average: 55% UK average: 53% UK average: 34%
FINANCIAL PROFILE
KEY INTERNET USAGE TECHNOLOGY USAGE
Household income % Disposable income Financial situation
This group are more This group are more This group are more
UK
UK London London likely to likely to take out a likely to own an
£52k £53k 28% 27% Running Saving
browse for loan online iPhone
Average: £40k Average: £44k Average: 44% Average: 39%
into debt a lot restaurants online
© CACI 2019AFFLUENT ACHIEVERS | RISING PROSPERITY | COMFORTABLE COMMUNITIES | FINANCIALLY STRETCHED | URBAN ADVERSITY
CITY SOPHISTICATES | CAREER CLIMBERS
City Sophisticates contain high volumes of 25 to 34 year olds;
they have grown up with the internet and expect campaigns HOUSE TYPE
to be targeted to them personally.
FLATS OR
They are high spenders, spending 32% more a week than the MAISONETTES
UK average. Expenditure on clothing and footwear and
restaurants is particularly high.
HOUSE TENURE
“Prefer not to shop in major high street chains…”
PRIVATELY RENTING
Of the affluent groups, City Sophisticates are most likely to
access and post content on social media and are 32% more
likely than average to interact with a brand. HOUSE SIZE
1 – 2 BEDROOM
KEY BRANDS FLATS
HOUSE VALUE
OVER £1 MILLION
PROPENSITY TO
MOVE
86% MORE LIKELY THAN
AVERAGE TO MOVE HOUSE IN
THE NEXT 12 MONTHS
Source: Acorn KnowledgeAFFLUENT ACHIEVERS | RISING PROSPERITY | COMFORTABLE COMMUNITIES | FINANCIALLY STRETCHED | URBAN ADVERSITY
CITY SOPHISTICATES | CAREER CLIMBERS
MARKETING CHANNELS RESPONDED TO:
Very confident, regular internet users
Leaflets - Posted
Expect marketing campaigns personal to them Mail - Addressed to 'The…
Mail - Addressed by name
The internet is the first point of call for research Newspaper/Magazine Adverts
TV/Radio
STAT DROP VS. UK: Leaflets - Handed out in street
Posters
108% more likely to access internet over 20 hrs/week Email
Internet Advertising
28% more likely to take part in online forums
Text Message
72% more likely to read someone else’s blog Telephone
Cinema
35% more likely purchase books online INDEX VS. UK AVERAGE
ABOVE AVERAGE INTERACTION2 E Career Climbers 3.1M 5.8%
UK Adults of UK
Younger singles and couples, some with young children, living in more urban locations. They live in flats, apartments and smaller
houses, which they will be renting. They will have started saving what they can in order to put down a deposit on a house in the future.
DEMOGRAPHICS BRANDS
SHOPPING
Age range Children at home
25-44 1 LEISURE
House tenure Family structure
WEBSITES
Privately Couple with
renting children
DIGITAL
Number of beds House type
ATTITUDES
1-2 Flat or
maisonette I worry about Shopping online makes I couldn’t live without the
online security my life easier internet on my mobile
55% 64% 44%
UK average: 55% UK average: 53% UK average: 34%
FINANCIAL PROFILE
KEY INTERNET USAGE TECHNOLOGY USAGE
Household income % Disposable income Financial situation
This group are more This group are more This group are more likely
UK London UK London likely to likely to purchase to own a
£47k £44k 36% 32% Running Saving
research airline tickets smartwatch, fitness
into debt a lot mortgages online online band or payment
Average: £40k Average: £44k Average: 44% Average: 39%
bandAFFLUENT ACHIEVERS | RISING PROSPERITY | COMFORTABLE COMMUNITIES | FINANCIALLY STRETCHED | URBAN ADVERSITY
CITY SOPHISTICATES | CAREER CLIMBERS
Career Climbers are young, affluent shoppers. This
generation grew up with internet and it is ingrained in many HOUSE TYPE
aspects of their lives.
FLATS OR
“Shopping online makes my life easier…” MAISONETTES
Although incomes are above average, disposable incomes
may be somewhat limited. Online coupons and vouchers may HOUSE TENURE
help stretch their budget. OWNER OCCUPIED
OR PRIVATELY
High street fashion retailers are favoured by these young RENTING
shoppers. Eating on the go and coffee shops are likely to
feature in their day to day activities. HOUSE SIZE
1 - 3 BEDROOM
KEY BRANDS FLATS
HOUSE VALUE
£250K – £750K
PROPENSITY TO
MOVE
86% MORE LIKELY THAN
AVERAGE TO MOVE HOUSE
IN THE NEXT 12 MONTHS
Source: Acorn KnowledgeAFFLUENT ACHIEVERS | RISING PROSPERITY | COMFORTABLE COMMUNITIES | FINANCIALLY STRETCHED | URBAN ADVERSITY
CITY SOPHISTICATES | CAREER CLIMBERS
Tech savvy generation; confident using variety of channels MARKETING CHANNELS RESPONDED TO:
Leaflets - Posted
Use internet for a wide range of uses Mail - Addressed to 'The…
Mail - Addressed by name
Conduct regular research on eating out Newspaper/Magazine Adverts
TV/Radio
STAT DROP VS. UK: Leaflets - Handed out in street
Posters
32% more likely to use Instagram weekly Email
51% more likely to read magazines online Internet Advertising
Text Message
37% more likely to pay for things with mobile phone Telephone
Cinema
39% more likely purchase furniture online INDEX VS. UK AVERAGE
ABOVE AVERAGE INTERACTION
Source: Acorn KnowledgeCONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
METHODOLOGY
Using the Acorn profile of the Island with its population and household numbers, another model of the same type could be
built to match up the whole of the Isle of Man with similar areas in the UK.
DATA PREPARATION POST TOWN ANALYSIS CORRELATION MODEL
Appending Acorn, population and The analysis was performed at postal A correlation model was created
household data to Postal Towns in town level. Around1,500 Postal which would pair Isle of Man areas
England and Wales, and adding the Towns were compared to the Isle of with their most similar UK postal
Isle of Man to the dataset. Man. towns.
*Only England and Wales were used because their census’ matched closest to the census data provided.COMPARISON LOCATIONS SUMMARY
A total of seven locations have been chosen for comparison to the Isle of Man. These have been chosen based on a similar
demographic as well as population size. Four larger cities have also been included to provide a wider context.
Similar locations for demographic
benchmarking:
- Bangor
- Brentwood
- Harrogate
- Isle of Wight
- Perth
- Sevenoaks
- Winchester
`
Large cities to provide wider context:
- Belfast
- Bristol
- Lancaster
- LiverpoolSIMILAR AREAS - BANGOR
Bangor in Ireland has a similar Acorn profile to the Isle of Man, correlating at 0.72. Bangor has a high proportion of Executive
Wealth and Mature Money groups.
Bangor Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
Population
40%
35%
% Households
30%
25% 63,274 83,314
20%
15%
10%
5%
0% Households
Starting Out
Modest Means
Career Climbers
Student Life
City Sophisticates
Poorer Pensioners
Countryside Communities
Striving Families
Struggling Estates
Difficult Circumstances
Lavish Lifestyles
Successful Suburbs
Comfortable Seniors
Mature Money
Executive Wealth
Young Hardship
Steady Neighbourhoods 26,859 35,763
Isle of Man Bangor
CACI AcornSIMILAR AREAS - BRENTWOOD
Brentwood is a town in Essex. Similarly to the Isle of Man it has a high proportion of affluent households, with its largest group
being Executive Wealth. There are slightly more Rising Prosperity groups as this town sits close to London.
Brentwood Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
40%
Population
35%
% Households
30%
25% 71,297 83,314
20%
15%
10%
5%
0% Households
Modest Means
Starting Out
Student Life
Career Climbers
Poorer Pensioners
Comfortable Seniors
Striving Families
Difficult Circumstances
Lavish Lifestyles
City Sophisticates
Countryside Communities
Successful Suburbs
Young Hardship
Struggling Estates
Mature Money
Executive Wealth
Steady Neighbourhoods
29,448 35,763
Isle of Man Brentwood
CACI AcornSIMILAR AREAS - HARROGATE
Harrogate in Yorkshire has high proportions of Affluent Achievers and alike the Isle of Man, has a low percentage of less
affluent households.
Harrogate Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
Population
40%
35%
% Households
30%
25% 95,709 83,314
20%
15%
10%
5%
0% Households
Modest Means
Starting Out
Student Life
Poorer Pensioners
Mature Money
City Sophisticates
Career Climbers
Striving Families
Countryside Communities
Difficult Circumstances
Successful Suburbs
Comfortable Seniors
Lavish Lifestyles
Executive Wealth
Young Hardship
Struggling Estates
Steady Neighbourhoods
42,424 35,763
Isle of Man Harrogate
CACI AcornSIMILAR AREAS – ISLE OF WIGHT
Whilst the Isle of Wight’s population is larger than the Isle of Man, the Isle of Man has a significantly more affluent Acorn profile. 55% of
households sit in the Affluent Achievers category compared to 26% for Isle of Wight.
AFFLUENT RISING FINANCIALLY Isle of Wight Isle of Man
COMFORTABLE COMMUNITIES URBAN ADVERSITY
ACHIEVERS PROSPERITY STRETCHED
55% 12% 19% 9% 4%
45%
40% Population
35%
% Households
30%
25%
20%
141,978 83,314
15%
10%
5%
0%
Households
Starting Out
Modest Means
Student Life
Poorer Pensioners
City Sophisticates
Career Climbers
Countryside Communities
Comfortable Seniors
Striving Families
Difficult Circumstances
Lavish Lifestyles
Successful Suburbs
Executive Wealth
Mature Money
Young Hardship
Struggling Estates
Steady Neighbourhoods
64,655 35,763
Isle of Man Isle Of Wight
CACI AcornSIMILAR AREAS - PERTH
Perth in Scotland correlates with the Isle of Man at 0.42. The Isle of Man has a higher proportion of Executive Wealth groups
who have higher purchasing power, which is valuable to any retailer or caterer.
Perth Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45% Population
40%
35%
% Households
30%
25%
82,860 83,314
20%
15%
10%
5%
0%
Households
Modest Means
Starting Out
Student Life
City Sophisticates
Career Climbers
Poorer Pensioners
Countryside Communities
Comfortable Seniors
Striving Families
Difficult Circumstances
Lavish Lifestyles
Successful Suburbs
Young Hardship
Struggling Estates
Mature Money
Executive Wealth
Steady Neighbourhoods
37,561 35,763
Isle of Man Perth
CACI AcornSIMILAR AREAS - SEVENOAKS
Sevenoaks has the highest correlation in Acorn profile to the Isle of Man (0.92). Sevenoaks has a slightly lower population to
the Isle of Man, however the affluent demographics align well.
Sevenoaks Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45% Population
40%
35%
% Households
30%
25% 69,182 83,314
20%
15%
10%
5%
0%
Households
Modest Means
Starting Out
Student Life
City Sophisticates
Career Climbers
Poorer Pensioners
Striving Families
Countryside Communities
Difficult Circumstances
Successful Suburbs
Comfortable Seniors
Lavish Lifestyles
Mature Money
Executive Wealth
Young Hardship
Struggling Estates
Steady Neighbourhoods
27,719 35,763
Isle of Man Sevenoaks
CACI AcornSIMILAR AREAS - WINCHESTER
Over 47% of Winchester’s population are Affluent Achievers, which is similar to the Isle of Man. In addition the size of
Winchester is broadly similar to the Isle of Man.
AFFLUENT RISING
Winchester Isle of Man
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
40% Population
35%
% Households
30%
25%
20%
76,053 83,314
15%
10%
5%
0%
Households
Modest Means
Starting Out
Difficult Circumstances
Career Climbers
Student Life
Poorer Pensioners
Comfortable Seniors
Striving Families
Lavish Lifestyles
City Sophisticates
Countryside Communities
Successful Suburbs
Mature Money
Young Hardship
Struggling Estates
Executive Wealth
Steady Neighbourhoods
30,149 35,763
Isle of Man Winchester
CACI AcornLARGER CITY COMPARISON - BELFAST
While Belfast is more densely populated than the Isle of Man, the population is significantly less affluent. Belfast has one quarter of the
population falling into the top two Acorn categories, with 60% sitting in the two least affluent categories, Financially Stretched and Urban
Adversity.
Belfast Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
Population
40%
35%
% Households
30%
25% 387,547 83,314
20%
15%
10%
5%
0% Households
Modest Means
Starting Out
Student Life
City Sophisticates
Career Climbers
Poorer Pensioners
Countryside Communities
Striving Families
Difficult Circumstances
Lavish Lifestyles
Successful Suburbs
Comfortable Seniors
Mature Money
Struggling Estates
Executive Wealth
Young Hardship
Steady Neighbourhoods
162,104 35,763
Isle of Man Belfast
CACI AcornLARGER CITY COMPARISON - BRISTOL
Although Bristol’s demographic is more skewed to affluent demographics, it does have a more diverse Acorn profile than the Isle of Man,
typical of a city. The correlation between Bristol and the Isle of Man is 0.66.
AFFLUENT RISING Bristol Isle of Man
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
40% Population
35%
% Households
30%
25%
20%
879,678 83,314
15%
10%
5%
0%
Households
Starting Out
Modest Means
Career Climbers
Poorer Pensioners
Comfortable Seniors
Student Life
Striving Families
Lavish Lifestyles
City Sophisticates
Countryside Communities
Struggling Estates
Difficult Circumstances
Successful Suburbs
Mature Money
Executive Wealth
Young Hardship
Steady Neighbourhoods
365,444 35,763
Isle of Man Bristol
CACI AcornLARGER CITY COMPARISON - LANCASTER
Due to the Isle of Man’s affluence, its Acorn profile correlation with Lancaster is weak, with Lancaster having a larger proportion of lower
affluence households. Lancaster's population is also lower, this comparison demonstrates the opportunity for a brand to reach a larger
catchment made up of wealthier households in the Isle of Man.
Lancaster Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
40% Population
35%
% Households
30%
25% 79,249 83,314
20%
15%
10%
5%
0% Households
Starting Out
Modest Means
Career Climbers
Student Life
Comfortable Seniors
Striving Families
Poorer Pensioners
Lavish Lifestyles
City Sophisticates
Countryside Communities
Successful Suburbs
Struggling Estates
Difficult Circumstances
Mature Money
Executive Wealth
Young Hardship
Steady Neighbourhoods
30,797 35,763
Isle of Man Lancaster
CACI AcornLARGER CITY COMPARISON - LIVERPOOL
Liverpool has a much lower affluence demographic compared to the Isle of Man. The diverse spread of Liverpool’s Acorn profile presents
a challenge in catering for a range of needs and requirements across the affluence spectrum, while the Isle of Man has a more defined
target audience which will be easier to provide for.
Liverpool Isle of Man
AFFLUENT RISING
COMFORTABLE COMMUNITIES FINANCIALLY STRETCHED URBAN ADVERSITY
ACHIEVERS PROSPERITY
55% 12% 19% 9% 4%
45%
40%
Population
35%
% Households
30%
25% 753,468 83,314
20%
15%
10%
5%
0% Households
Starting Out
Modest Means
Student Life
City Sophisticates
Career Climbers
Poorer Pensioners
Striving Families
Countryside Communities
Difficult Circumstances
Successful Suburbs
Comfortable Seniors
Lavish Lifestyles
Mature Money
Executive Wealth
Young Hardship
Struggling Estates
Steady Neighbourhoods
331,544 35,763
Isle of Man Liverpool
CACI AcornCONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
ACORN DIRECTORY – ISLE OF MAN
Presented here is a tabulated view of the Acorn profile of the Isle of Man for future reference.
Isle of Man
Isle of Man
Acorn Group
Towns
Andreas Executive Wealth
Arbory Executive Wealth
Ballaugh Executive Wealth
Braddan Executive Wealth
Bride Countryside Communities
Castletown Mature Money
German Executive Wealth
Jurby Countryside Communities
Laxey Executive Wealth
Lezayre Executive Wealth
Lonan Executive Wealth
Malew Mature Money
Marown Executive Wealth
Maughold Executive Wealth
Michael Executive Wealth
Onchan Mature Money
Patrick Executive Wealth
Peel Mature Money
Post Erin Mature Money
Post St Mary Mature Money
Ramsey Mature Money
Rushen Executive Wealth
Santon Executive WealthACORN DIRECTORY – DOUGLAS
Presented here is a tabulated view of the Acorn profile of Douglas, Isle of Man for future reference.
Douglas
Douglas Postal Douglas Postal
Acorn Group Acorn Group
Sector Sector
DOU1 Executive Wealth DOU23 Career Climbers
DOU2 Striving Families DOU24 Executive Wealth
DOU3 Career Climbers DOU25 Executive Wealth
DOU4 Successful Suburbs DOU26 Successful Suburbs
DOU5 Career Climbers DOU27 Successful Suburbs
DOU6 Steady Neighbourhoods DOU28 Successful Suburbs
DOU7 Modest Means DOU29 Career Climbers
DOU8 Mature Money DOU30 Successful Suburbs
DOU9 Executive Wealth DOU31 Successful Suburbs
DOU10 Executive Wealth DOU32 Difficult Circumstances
DOU11 Executive Wealth DOU33 City Sophisticates
DOU12 Executive Wealth DOU34 Student Life
DOU13 Mature Money DOU35 Successful Suburbs
DOU14 Executive Wealth DOU36 Executive Wealth
DOU15 Successful Suburbs DOU37 Striving Families
DOU16 Young Hardship DOU38 Steady Neighbourhoods
DOU17 Successful Suburbs DOU39 Executive Wealth
DOU18 City Sophisticates DOU40 Executive Wealth
DOU19 City Sophisticates DOU41 Executive Wealth
DOU20 Career Climbers DOU42 Executive Wealth
DOU21 Young Hardship DOU43 Modest Means
DOU22 Executive Wealth DOU44 Striving FamiliesCONTENTS 1. Introduction 2. Why the Isle of Man? 3. Methodology 4. Isle of Man Acorn Profile 5. Similar Area study 6. Acorn Directory 7. Appendix
ACORN IS THE INDUSTRY STANDARD CONSUMER SEGMENTATION
Acorn is a geo-demographic classification that segments the UK population according to their lifestyle, lifestage and affluence.
Classifies every
UK postcode
Available at 3 levels:
6 Categories, 18 Groups
& 62 Types
Common language across
media, agencies and
Size marketing organisations
Represents
UK Pop.You can also read
